Ketlove Elizabeth, Founder of Love In It Cosmetics
LV & CO. | In Focus
What first caught our attention about Ketlove Elizabeth was the thoughtful perspective she brings to beauty, shaped by her experience in cosmetic science and makeup artistry.
Long before becoming the founder of Love In It Cosmetics, Ketlove found herself moving between creativity and science. As a makeup artist, beauty expert, and former cosmetic chemist, she has experienced the industry from both sides. “My journey is a combination of both the science and artistry of beauty,” Ketlove says.
Her connection to makeup began early. Even as a little girl, Ketlove would do makeup on friends and family, drawn to the artistry long before imagining it as a career. However, as she began working with women, she discovered that what she loved most was not simply creating a beautiful look but seeing how that look could make someone feel. “There is something special about finishing someone’s makeup and watching them see themselves differently,” she says. “You see the excitement, the confidence, and even a shift in the way they carry themselves.”
That belief continues to shape her approach. Ketlove describes her makeup style as elevated, polished, feminine, and intentional, with an emphasis on enhancing each woman’s natural features while still allowing her personality to come through. “I don’t believe makeup gives a woman beauty that wasn’t there before,” she says. “The beauty was already hers. Makeup can simply help bring her attention to it.”
For Ketlove, beauty also extends beyond appearance. She believes women can spend so much of their time caring for others that they forget they are also worthy of their own care. Beauty and personal-care routines, she believes, can create intentional moments to reconnect with themselves
That philosophy helped inspire Love In It Cosmetics, where she brings together her experience in makeup, cosmetic science, and beauty education. “As a former cosmetic chemist, I understand the science behind cosmetic formulations, ingredients, and how products are created,” she explains. “As a makeup artist, I understand application, technique, and how those products actually perform on people.”
It is this combination that gives Ketlove a distinctive perspective on beauty. She is interested not only in how a product looks, but also in what goes into it, how it works, and how it can be used intentionally. She also wants her work to inspire rather than make a woman feel inadequate. “I don’t want my work to communicate, ‘You need makeup to become beautiful.’ I want it to communicate, ‘Look at what can be brought forward from what is already there.’”
As her career continues to evolve, Ketlove is embracing the fact that her path does not fit neatly into one title. Makeup artist, cosmetic chemist, educator, and beauty expert are all part of her story. She is also mindful of building a career beyond passing trends. “I can’t build my career entirely around what performs well online or what everyone else in beauty is doing,” she says. “Trends change. Algorithms change.”
Instead, Ketlove remains focused on developing a point of view that reflects the women she works with and the kind of beauty expert she wants to become.
Looking ahead, she hopes to grow beyond being known solely as a makeup artist and establish herself as a beauty expert helping women intentionally care for themselves through beauty, personal care, and science-backed education.
At the heart of that vision is a simple idea: belonging. “To me, luxury shouldn’t make you wonder whether you belong in the room. Love In It is a space where you already belong.”
Follow Ketlove Elizabeth and Love In It Cosmetics
Instagram & YouTube: @Loveinitcosmetics
TikTok: @Ketloveee
Facebook: Ketlove Elizabeth
Website: loveinitcosmetics-109539.square.site
