CONCRETE MINERALS

I developed Concrete Minerals with zero capital, bootstrapping it into a multi-million dollar business. Originally created in my kitchen in 2009, CM launched at a time when indie beauty was taking the world by absolute storm. Alongside brands like Lime Crime and Sugarpill Cosmetics, we were proudly redefining what a beauty brand could be. With immediate access to a worldwide audience thanks to social media platforms like Instagram, we were one of the first brands to connect with our fanbase on a personal level, which made us far more popular (or for some competitors, notorious!) than even some of the most established traditional brands.

In a world of boring clean beauty, we were one of the pioneers of vibrant and interesting color cosmetics free from preservatives and cheap filler ingredients. This included a huge range of mineral eyeshadows, lip tints and the most killer eye primer around (seriously, I swear by our products to this day!)

Known for our authentic voice, Concrete Minerals stood out from the very beginning in the over-saturated beauty industry. I ensured that this was not just your run-of-the-mill DTC brand, but also a robust B2B brand carried by retailers like ModCloth and Dolls Kill, and stocked on the shelves of stores and salons around the world.

When some wildly successful marketing campaigns blew-up our sales, I developed and executed the growth strategy to 10x our in-house production and order fulfillment (yeah that’s right, everything was in-house!) — all within 2 months.

After a decade at the helm, I took an exit from this business in 2019. And I couldn’t have found a better group of new owners! For more info, visit them at the links below.