About Aely. A chemist-founded brand

Makeup that behaves like skincare.

Aely started with a simple observation. Makeup sits on skin for ten hours a day, and most of it does nothing for the skin underneath. We decided those hours should count.

Chemist founded

Formulated by a chemist.

Aely is founded and formulated by Lalita Iyer, a cosmetic chemist who has spent her career inside the formulas.

A graduate of Johns Hopkins University, Lalita spent more than ten years in research and development at a major global beauty company, formulating across skincare categories.

She then founded SkinChemy LLC, a custom formulation studio that builds original formulas for beauty brands: serums, creams, cleansers, mists, and masks, made to a brief and never poured from a stock base.

More than 100,000 Instagram followers come to @skinchemy to learn how formulas really work.

Aely is what happens when that chemist makes makeup she wants to wear: real actives at real percentages, in textures that behave like skin.

Lalita Iyer

Founder and cosmetic chemist, Aely Beauty and SkinChemy LLC

Visit SkinChemy Follow @skinchemy on Instagram
  • Johns Hopkins UniversityGraduate
  • Ten years and countingResearch and development, global beauty
  • SkinChemy LLCFounder, custom formulation studio
  • 100,000 and growingInstagram followers at @skinchemy
The Honey Pearl Luminizing Milk and the Black Rice Lash Butter on stone, each named on the packaging, beside a settled pool of milk

The idea

Wear time is skincare time.

  • Every layer carries actives.

    Not a sprinkle for the label. Real percentages of ingredients you would look for in a serum, in textures you actually wear.

  • Glow is not shine.

    Shine spreads everywhere and sits on top. Glow comes from underneath and lands where light lands. We build for glow.

  • Fewer, better textures.

    A milk, a mist, a lash butter. Three things that layer in ninety seconds and look like skin all day.

What is inside

Named, dosed, and on the label.

Tranexamic acid, 3%Milk

Known for helping even skin tone and soften the look of dark spots with steady use.

Arbutin, 2%Milk

A gentle brightener, known for supporting a more even, luminous tone.

HoneyMilk

A natural humectant that draws in moisture and leaves skin soft, never sticky.

Colloidal oat milkMist

Known for calming and comforting skin, a classic for sensitive types.

HibiscusMist

Rich in natural antioxidants and gentle fruit acids, known for a fresh, smooth feel.

Black rice extractButter

An antioxidant-rich extract, known for conditioning and protecting delicate lashes.

Plant buttersButter

Cushion each lash so the formula lengthens and lifts without drying or flaking.

A fine veil of mist hanging in warm light above pale stone with hibiscus petals
A glossy swirl of pearlescent honey milk with a single drop landing at its center
Black rice grains scattered beside a glossy ribbon of black oil flecked with gold

What we leave out

Nothing that sits on skin for the sake of it.

  • Noheavy oils that turn glow into shine by noon.
  • Noheavy fragrance. The formulas smell like their ingredients, faintly.
  • Nofillers that add weight without adding anything to skin.
  • Noanimal testing, at any stage, ever.

Coming June 1, 2027

Almost there.

The formulas are final, the packaging is in production, and the first drop is three products. Pre-orders are open now: early customers ship first, on launch day, at early-customer pricing.

267 daysto launch

Pre-order now