Ellie Cosmetics
About the Company
KLH Industries, LLC, founded by Dr. KeShawn L. Haynes, is a small-scale manufacturing company located in Atlanta, Georgia. The company’s primary product line, ELLIE Cosmetics, focuses on a variety of color cosmetics, including eyeshadows, lip glosses, lipsticks, liners, and compacts. ELLIE Cosmetics is distinct for its emphasis on vibrant colors, natural ingredients, and a commitment to being vegan and cruelty-free. The brand's collections feature a broad range of colors, catering to consumers who value beauty products that enhance their appearance while adhering to ethical standards.
The company prides itself on offering customizable products, allowing customers to select from various colors and packaging options. Although still relatively small, ELLIE Cosmetics has garnered a loyal customer base that appreciates the quality and uniqueness of its products. The brand’s mission is to empower individuals to express themselves through beauty, with a particular focus on making customers feel confident and glamorous.
Idea Behind Company
Dr. Haynes’ journey into entrepreneurship began during her college years when she discovered a passion for chemistry. Initially pursuing a pre-med track, she quickly realized that her true interest lay in the field of chemistry. This realization led her to explore various applications of her degree, eventually steering her towards the beauty industry. Although Haynes had always had an interest in beauty and fashion, it wasn’t until she started working in the field that she recognized her potential to create something unique.
The idea for ELLIE Cosmetics was born out of Haynes' desire to combine her love for chemistry with her passion for beauty. She wanted to create a product that stood out in the crowded beauty market. After extensive research and brainstorming, she developed a gel-based product made from natural ingredients, which was both vegan and cruelty-free. This approach allowed her to tap into a growing market of consumers looking for ethical and sustainable beauty products, setting ELLIE Cosmetics apart from its competitors.
Creating the Company
The process of creating ELLIE Cosmetics was lengthy and challenging. Dr. Haynes spent six months developing her initial product, carefully selecting ingredients that aligned with her vision of natural, safe, and effective cosmetics. She focused on creating a unique product that not only met high standards of quality but also appealed to a market looking for ethical options. Haynes dedicated a significant amount of time to experimenting with different formulations to ensure her product was stable, reproducible, and visually appealing.
Packaging was another critical aspect of product development. Haynes chose silver packaging to differentiate her brand in the market. Initially, she sourced metal packaging, but due to changes from her supplier, she now uses plastic packaging and plans to rebrand soon with new packaging designs. To maintain control over her product’s quality, Haynes manufactures every product herself, drawing on her experience working for private label companies. She started with minimal investment, purchasing only $150 worth of packaging, but was able to make a profit by selling out her stock at her first vendor show.
Launching the Business
Before officially launching ELLIE Cosmetics, Dr. Haynes tested her products at vendor shows to gauge market interest and refine her offerings. She built the foundation for her business by creating a website, setting up payment systems, and establishing a social media presence. Dr. Haynes bootstrapped her business for as long as possible, funding operations with personal savings, a small crowdfunding campaign, and winning a pitch contest.
Marketing has been a continuous learning process for Dr. Haynes. She uses social media to build brand awareness, with a particular focus on creating engaging content that resonates with her audience. Despite the challenges of managing all aspects of the business herself, she remains committed to expanding ELLIE Cosmetics and attracting more customers through strategic marketing efforts.
Earnings
While ELLIE Cosmetics has seen success in attracting customers, the business is currently facing challenges in generating consistent revenue. Dr. Haynes acknowledges that operations are her strength, but marketing has been more difficult. She continues to work on improving her marketing strategies, with plans to hire a social media manager in the future to boost brand visibility and sales.
Despite these hurdles, Dr. Haynes is optimistic about the future of ELLIE Cosmetics. She envisions expanding the product line to include skincare and fragrances, but recognizes that this will require additional funding. The journey of building her business has taught her valuable lessons about the importance of persistence, self-education, and trusting in her own abilities to overcome obstacles.
