Laura Lemon, owner of Nashville’s Lemon Laine, an all natural beauty haven, has spent a decade perfecting her knowledge in the beauty industry — covering everything from sourcing and makeup artistry to product development and so much more. Laura and her husband relocated from a successful stint in San Francisco, merging west coast trends with the South’s desire for a more conscientious approach to beauty. Fusing her background in the space together with her passion for wellness, she has established a fresh concept that is here to stay.

Laura’s Instagram-friendly store is a visual playground of color with big personality and it has truly grown into the fabric of its East Nashville neighborhood. As you belly up to the space’s custom oil bar, think of it as a smaller version of the Color Factory pop-up that we have the privilege of having around 365 days a year. The New Southern is founded on curiosity and fresh approaches which breath life into traditional industries, such as the beauty arena. Laura’s approach is modern and her business acumen is as sleek as her shop. She hand selects each product, eyeing only high-quality and natural ingredients, which allows her to craft a very special experience for her customers. Dedicated to the discovery process through personalization and curating a simple regime that works, the store’s own ‘Lemon Laine Oil Bar’ provides customized face oils designed by specialists especially for your skin type.

At the very core of The New Southern are small business owners like Laura. With products as authentic as her deep rooted passion, her vision is to continue to grow her brand of all natural beauty across the country — beginning with Houston, Texas, this fall! Her store is not only a place for product but for conversation, too, as she continues to expand community awareness by hosting educational forums on beauty, health and wellness...with a very generous open door policy. I am a firm believer in supporting our local community leaders who are putting nothing but good into everything which surrounds them. I am proud to call Laura a friend and I cannot wait to see what new heights she reaches as she continues to grow her brand.

That being said, I am so excited for you all to get to know this fellow Nashville GEM!

Alyssa Rosenheck: Tell us about your yourself…

Laura Lemon: I grew up in Tulsa, Oklahoma. My husband and I recently moved to Nashville from San Francisco to open a natural beauty and wellness shop called Lemon Laine. I’m new to town but not so new to the industry. I’ve spent the last 10 years working in beauty — in buying and makeup artistry, as well as marketing and product development. Perhaps my biggest love, however, is wellness...which is at the core of beauty. To look good, you have to feel good first. As a result, I geek out over anything about our microbiome and digestive system. My guilty pleasures are Zara, Lily’s Chocolate and the Southern Charm TV show. Oh, and I have two goldendoodles who think they’re humans.

Alyssa Rosenheck's The New Southern Shop Spotlight with Laura Lemon, Owner of Lemon Laine in Nashville, TN

AR: What does The New Southern mean to you?

LL: It means cultivating change and taking something that once was considered more traditional to a new and exciting place.

AR: What innovative trends are you seeing with The New Southern Movement across the country?

LL: Color! I love how The New Southern embraces color by adding it minimally in a flower feature or a painting. It’s understated but still evokes a sense of playfulness and approachability to a space.

AR: The best leaders and creative entrepreneurs are known to be selfless and service oriented. In what ways are you giving to your customer and or your community?

LL: Our events at Lemon Laine have been an incredible way to connect with our community. We offer weekly events at the shop on topics such as thyroid health, natural makeup tips and even DIY classes.

AR: What are some lessons or pivots you have learned from and what advice do you have for others getting started in the creative field?

LL: Oh man, they’re so many. I think the biggest lesson for me is to cut through the BS and listen to your gut. Too often it’s easy to compare yourself to what others in your field might be doing. I’ve found it’s important to put blinders on and really focus on what I want, what I think is cool, and what I would want to see or experience. Everything else just falls in place.

AR: What is your morning routine? What life hacks make you more productive?

LL: I’m one of those people that run out of bed in the morning. I truly look forward to those few hours alone every morning. My routine is somewhat minimal: collagen in my coffee, yogurt + berries with some adaptogens (really digging Mucuna Pruriens lately) sprinkled on top. I like to start by reading articles or exploring IG for new brands, new ideas, and even things that make me laugh. My favorite hacks are the Teuxdeux app which keeps me on track with all the random tasks that come pop up during the day. Bulletproof bars are my lifesaver for when I don’t have time for lunch. But I love setting aside time for brainstorming throughout the day. It’s been crucial for my business as we continue to grow.

AR: The place you go to get inspired?

LL: Somewhere new...

AR: The key to making a house a home? What does a home need more of and less of?

LL: A dog. It needs more comfort and less formality.

AR: Life advice you’ve gotten that made all the difference both personally and professionally?

LL: People and relationships are everything.

AR: Who are some of your favorite artists/makers? What do you love about their work?

LL: Scarlett Baily — She’s an amazing illustrator with designs that are equal parts simple and full of life. She’s working on a jewelry collection with a local designer in Nashville called Minnie Lane that I’m so excited about!

Clary Collection is one of my favorite beauty brands we carry at the shop. They’re made locally in Nashville and their products are well-priced, highly effective and easy to love.