About the Company

Keauty, meaning “to create beauty,” was a skincare brand offering a unique, interactive beauty experience. Its signature product was a DIY face mask kit activated by freshly brewed coffee or tea. The process combined antioxidants from the brew with a specialized powder mix, creating a warm clay mask aimed at self-care and wellness. The brand prioritized natural, earth-derived ingredients and an innovative consumer experience.

Initially incorporated in late 2018, the business was officially launched in 2020 after over two years of intensive product development. Keauty’s mission was to provide effective, natural skincare solutions while bringing the spa-like experience into customers’ homes. Despite its eventual closure, the brand gained a loyal customer base and positive feedback for its products.

Idea Behind Company

Kellie’s inspiration for keauty stemmed from her lifelong passion for beauty and entrepreneurship. Growing up in a household filled with makeovers and fashion shows, she pursued cosmetology during high school and started her first business in college. Her professional experience in beauty packaging further honed her skills and inspired her to develop her own brand.

The idea for keauty emerged during a sales meeting when a colleague suggested looking to food packaging for beauty innovations. Inspired by the single-serve coffee pod concept, Kellie envisioned a similar approach for DIY face masks. The idea lingered, gaining momentum after a transformative trip to Turkey’s natural mud baths. Determined to recreate that experience, she dedicated herself to bringing the concept to life.

Creating the Company

The journey of creating keauty was marked by extensive research, learning, and persistence. Kellie began by conceptualizing the brand through detailed presentations and market research. She worked tirelessly to develop natural and effective formulas, focusing on ingredients with specific benefits such as detoxification, exfoliation, and acne-fighting properties.

However, the path was not without obstacles. Initial manufacturing attempts failed to replicate lab-quality results, forcing Kellie to restart the R&D process with a new team. Despite these setbacks, she maintained her commitment to product integrity. Collaborations with experienced professionals eventually led to a scalable formula and high-quality packaging designs.

Simultaneously, Kellie balanced significant personal changes, including pregnancy and a full-time job. Her perseverance and belief in her product kept her motivated through these challenges.

Launching the Business

Keauty’s launch began with a soft rollout to test operations and refine the customer experience. Kellie leveraged social media platforms like Instagram and Facebook to build brand awareness, using targeted ads and engaging content to attract customers. Early efforts focused on organic growth through family and friends, influencer outreach, and promotional samples.

Marketing strategies included a branding video that garnered over 13,000 views in its first week and collaborations with influencers to amplify reach. Additionally, Kellie explored wholesale opportunities with boutiques and salons, particularly around the holiday season, to position keauty as a gift-worthy product. Despite her expertise in product development, Kellie continually adapted her marketing strategies to improve sales and customer retention.

Earnings

At its peak, keauty generated $1,500 in monthly revenue through direct-to-consumer sales on Shopify and wholesale partnerships. The brand benefited from trends in self-care, wellness, and clean beauty, aligning with consumer demand. Kellie planned to expand sales channels to platforms like Amazon and diversify the product line to include complementary items such as moisturizers.

However, operational challenges, such as inconsistent manufacturing results and limited resources, impacted the business’s scalability. Despite its eventual closure in 2023, keauty’s story underscores the importance of adaptability, resilience, and a strong commitment to quality in entrepreneurship.