Clērstory
Clērstory is a small-batch botanical skincare line based in Seattle, founded by Lydia Welsh. A former disease researcher with a background in biology, Welsh brings scientific rigor to her formulations, creating evidence-based skincare that combines potent botanicals with clean, effective ingredients.
The Story
Clērstory is a small-batch botanical skincare line founded by Lydia Welsh and based in Seattle. After earning a bachelor's degree in biology, Welsh spent several years working in disease research, building deep expertise in chemistry and biology before turning her attention to skincare. She launched Clērstory in 2021, developing evidence-based formulations that combine potent botanicals with clean, effective ingredients.
The brand began in the most personal of circumstances—Welsh started experimenting with botanical extracts and plant oils at home in 2020, testing formulas with her family while working full-time and raising two young children. She initially sold her products at Seattle-area farmers markets, building a loyal customer base through direct interaction and word of mouth.
Clērstory's product line centers on gentle, research-backed skincare: a foaming gel cleanser (PURIFY), a refreshing essence mist (HYDRATE), and a facial oil duo (Brighten + Calm). Every product is crafted in small batches, vegan, and cruelty-free.
By 2023, Clērstory expanded beyond direct-to-consumer sales into select wholesale partnerships with retailers and boutiques. In 2025, Welsh appeared on How I Built This's Advice Line, where she discussed overcoming fear of rejection and her vision for scaling the brand while preserving its scientific, small-batch ethos.
Key Facts & Metrics
Company Timeline
2021 — Founded Clērstory in Seattle
Lydia Welsh launched Clērstory as a small-batch botanical skincare line, blending her scientific background in disease research with a passion for plant-based ingredients.
2023 — Expanded Into Wholesale Partnerships
Clērstory began partnering with select retailers and boutiques to expand distribution beyond its direct-to-consumer online store, bringing its botanical skincare to a wider audience.
2025 — Featured on HIBT Advice Line
Lydia Welsh appeared on How I Built This's Advice Line, discussing her journey as a founder and vision to scale Clērstory while maintaining small-batch, research-backed botanical skincare.
Episodes Featuring Clērstory
Advice Line with Marcia Kilgore of Beauty Pie (June 2025)
In this Advice Line episode, serial entrepreneur Marcia Kilgore, founder of Beauty Pie, guides three early-stage founders through pressing business challenges. Victor Garcia of Sol Dias Ice Cream weighs expanding retail versus wholesale. Lydia Welsh of Clerstory struggles with fear of rejection in marketing her skincare line. Jack Boland of Wompy Bikes aims to optimize his custom bike bag sales funnel. Marcia offers a masterclass in practical founder coaching with advice on testing with ads, simplifying choices, and creating flagship experiences.
Advice Line with Marcia Kilgore of Beauty Pie
Marcia Kilgore joins the Advice Line to guide three early-stage founders through growth challenges. Victor in Fort Worth weighs brick-and-mortar expansion against retail distribution for his Mexican sweets brand. Lydia in Seattle seeks to scale her small-batch botanical skincare line while overcoming fear of failure. Jack in San Francisco wants to maintain customer excitement throughout his custom bike bag brand's purchasing process. Kilgore draws on her experience building Beauty Pie, Bliss, and Soap & Glory to offer candid advice on scaling, risk, and staying true to your brand.
