The emerging class of Las Vegas beauty entrepreneurs—beautypreneurs, if you will—is here. And they’re ready to stake their claim in the $60 billion–plus cosmetics market. Here are three making a splash locally and beyond.
Roux & Bones
In 2015, Audrey Hale began making soap to provide a high-quality natural product for her son’s eczematous skin. Although motherhood halted her chemistry studies and marine biology dreams, her life experience brewed into a greater opportunity. With a boost of positive feedback from family and friends, Audrey recognized a future of success with her soaps.
“I posted this picture of a pumpkin spice latte soap, and it sold out in 15 minutes on Facebook,” Hale says. The demand for sensitive-skin products is higher than Hale could have imagined. Since then, the line has expanded to include bath bombs and salts, lotions, fragrances and even a men’s line, Mr. Bones. With an ingredient list that reads like an open-air produce market, Hale is committed to sourcing from sustainable, organic producers, while still maintaining affordability.
Located in Downtown Spaces, , Hale sculpts customer-favorite soaps such as Salty Rose, formulated from rosewater, rose oil, Himalayan salt and clay, as well as Wild at Heart, which bears a tropical smell, rich with coconut, shea and lime. Hale’s passion shines through her products. “It was never intended to be a thing I do for money,” she says. “This is my happy place. I don’t want to sleep. I don’t ever want to dream; my dreams are now!” rouxandbones.com
As an MBA graduate and consultant, Heather Marianna spent her life in airplanes, questioning her disenchantment with the corporate grind. She was craving social outlets. Life in her high-rise and her hobby of creating handcrafted skincare baskets for friends become an outlet. And then what was once a hobby became the catalyst for a career change.
Marianna started Beauty Kitchen as an adventure. She inducted herself into social media, took television hosting classes, mixed concoctions in her garage, and eventually she launched a YouTube DIY series in July 2012.
“People kept asking me to mail things, so I thought, ‘Maybe I should do a product line,’” Marianna says. “I started with sugar scrubs and bath bombs, which broke every time I shipped them. It was trial and error.” The kinks were fixed, and her social media presence grew.
Some of her best sellers include the eye and facial masks, which are packets of gel infused with luxury ingredients such as red wine and nano gold. Then there’s the favorite Bye-Bye Cellulite Scrub, which includes a zingy blend of grapefruit and orange as well as Sea-Buckthorn for fat-melting effects. Despite the career change, Marianna still racks up frequent-flyer miles, but now she treks for Beauty Kitchen.
Her advice to aspiring entrepreneurs: “I admit at first I was like the little girl in Willy Wonka, Veruca, who wanted it all and wanted it now. You have to realize the universe has a plan for you; you have to work putting everything in line.” heathermarianna.tv
Outlaw Beard Balm
Women aren’t the only ones concerned with their appearance. There is a rising acceptance and even an expectation that men can and should sport a well-kempt look. For some, that may entail manicures. For others, it’s the soft, groomed sheen of a facial mane.
Rick Freeman and his two sons, Aaron and Luke, are crusaders in the world of bearded bravado. “Luke is the one who inspired us,” Freeman says. “He had alopecia. All of his hair fell out, even his eyelashes, eyebrows and beard.” Luke endured painful injections as well as a series of medications, to no avail. However, with research, Luke learned about the inextricably intertwined body, specifically how it relates to hair.
With a change in diet, supplements and skincare regimen, Luke regained his hair and a newfound love for beards. His triumph inspired Freeman and Aaron to make the same changes, in addition to becoming a bearded trio. With their strengthening health-conscious ideals, the family also wanted grooming products made with “the good stuff.” In 2014, Outlaw Beard Balm was born, touting essential oils, jojoba, argan oil and Pahrump beeswax in popular fragrances—with great names—like Private Stock, Cash and Gold Rush. Freeman adds there’s a pride and brotherhood in his facial hair. “Beards are very noticeable. If you see another bearded guy, I don’t know what it is, but we connect somehow.” outlawbeardbalm.com