Coming from the world of Advertising having worked on some of the most iconic brands of all time such as Nike, Coca-Cola and more, Lisa desired to take that some lens of great branding and apply it to the new world of beauty e-commerce back in 2004. As an early pioneer in e-commerce her focus was to shine a light on new, undiscovered brands. This was at a time where large retailers like Sephora mostly retailed only large department store beauty brands.

After 19 years proudly stocking some of the most sought after beauty brands in the world, she sold her business and went on to spending the next two years creating Zen Dew.