A New Culture of Clean Beauty

Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Stephanie Pena, CEO of Kossma Beauty, located in Boulder, CO, USA.

What's your business, and who are your customers?

I sell skincare made with animal fats and whole plant infusions. We do not use seed oils or PUFAS, or any essential oils in our formulations. My customers are people in the health and wellness space, mainly animal-based and pro-metabolic focused.

Tell us about yourself

At the time I started Kossma Beauty, no other skincare brands like mine existed. I am into the Ray Peat or pro-metabolic lifestyle, which focuses on traditional foods like raw milk, organs, animal protein, and other nutrient-rich foods. As far as natural and holistic skincare goes, every company out there is full of seed oils and essential oils, both of which I do not use on my skin or in my diet. So, I decided to start Kossma out of a personal need and desire, and little did I know this new niche I created was also something thousands of other people wanted too!

What's your biggest accomplishment as a business owner?

My biggest accomplishment is that we've gone from 0 to mid-7 figures in less than three years without ever running an ad! It's been 100% organic growth through word of mouth and love for our products.

What's one of the hardest things that comes with being a business owner?

The hardest thing has been keeping up with the demand for making products. It's a ton of work doing everything by hand because it's so time-consuming and takes away from other parts of the business that need our attention.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Start by finding a niche with whatever you're selling. Laser focus on that niche and becomes the expert in that space. For me, it was the health and wellness niche, and within that niche, I micro-niched into the pro-metabolic, carnivore, animal-based space. Whatever niche you pick, dominate it!
I love Instagram for free marketing. Get on there in your niche and start making friends with the smaller influencers (do not waste your time with big influencers; even accounts with 2k followers are powerful). You can send them your products, and they can post about them for you...group giveaways are a great way to grow your account, as well as add some influencers as affiliates too (they will promote you more if they get affiliate commissions).
Show up daily in some way on social media! Posts, stories, reels, TikTok, etc. Do not post about your products too much (people don't want to be sold to) but instead post things that bring value to your followers and people who stumble across your page. So, for me, instead of posting my skincare products all the time, I post recipes about foods that beautify the skin, hormone-balancing hacks that help clear acne, etc. People love to learn, and they love accounts that bring them value. This method builds trust with your followers, and they will naturally come to buy from you.

Where can people find you and your business?

Website: https://kossma.com/
Instagram: https://www.instagram.com/kossmabeauty/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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