Amalie Beauty: When It All Began...
Story told by Kristen, owner of Amalie Beauty.
Why leave a successful corporate career in Sales & Marketing to grow a thriving start up?
I love and believe in the product!
I found Amalie as a customer when I purchased WINK Lash & Brow Organic Oil. WINK did wonders for my brows and has done the same for my lashes. I then tried all of the products and use them all. They are Organic, hand-made, scientifically based and most importantly they really work! The Amalie potions have become part of my daily routine. I wake to the scent of Jasmine when I put SHINE on my face and neck and end each day with WINK and REWIND before I go to sleep. We are currently working on the development of some new items that I know will be equally amazing.
Natural and Organic beauty products are the future
I believe the US market is behind the rest of the world in acknowledging that what we put on our skin is absorbed into our bodies. The same care we spend on what we ingest should be considered with beauty products. The implications of consumers requiring natural and organic products is huge for the large beauty companies. I am proud to be part of the innovating small businesses who are leading the way with high quality truly organic products. With recent attention in the FDA I believe that eventually transparency of ingredients will be required in the US.
The corporate world wasn’t moving fast enough
I love change, embrace risk, demand creativity and challenge but let’s be honest; most large companies don’t. While I have been successful in the corporate world — executive in Sales & Marketing in top 100 companies for over 20 years – I didn’t see corporate organizations embracing change. Imagine being told to disregard online customers because they need “special things” — yes, it happened!
I am passionate about running a business properly
When I found Amalie Beauty one of the things that attracted me to it was the culture. The Mission, Promise and Giving Back policies spoke to me.
To solve the world’s toughest beauty problems with real science and natural ingredients.
We promise to never:
◦ Never use chemicals in our products known to cause cancer and other
health or environmental problems.
◦ Never use animal products in our products.
◦ Never test our products on animals.
◦ Never use ingredients known to cause harm to the environment.
We promise to always:
◦ Treat our customers like family.
◦ Educate and inform customers with factually correct information.
◦ Do our best to ensure every order arrives on time and in good
◦ Pledge ourselves to continual improvement.
◦ Listen to and incorporate our customers’ feedback into our company
standards and practices.
Not only did the mission and promise align with my personal beliefs but I love that Amalie Beauty gives back to breast cancer warriors. During the month of October we go pink! For every bottle of WINK sold we donate one to a cancer warrior to help them regrow their lashes and brows, lost through chemotherapy. In 2014, we made a difference in 850 lives. In 2015, we topped 1100. In 2016, we donated 1395 units together during October and 2,187 units total over the course of the year. We have donated more each year and expanded the program in 2018 to run in both September and October so we can give even more. Our partner charities say they need more: at least 2,500 units a year to reach every warrior that comes through their doors.
Women on a Mission
We make no apologies about this. Being in the beauty industry we find a large number of our partners, customers and suppliers to be females. We partner with other Women owned and run businesses whenever possible. Women truly are leading the way and we are honored to be part of this trend.
I have entrepreneurial blood
I grew up watching both of my parents work very hard. My father was innovative, strategic, dynamic and well kind of rebellious. He was never satisfied with status quo and was an outstanding strategic planner. He made bold choices throughout his life. My mother, a school teacher, was a stay at home mom when we were younger and then a small business owner. My parents decided to buy a floral shop as an investment and my mother ran it. With no formal training my mother was a natural leader of people. She was respected, trusted and valued by her employees and vendors. My mother, working with my father’s strategic plans, grew the business each year. Eventually she was making more than my father which was an interesting adjustment for them as a couple. At an early age I began working in the flower shop and became a certified floral designer. I came to understand how businesses work and how important the combination of strategy and execution are.