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Although you are unfamiliar with Lisa Jauregui, you might have most likely come throughout her emblem, , on TikTok. It is not unusual to look a large number of movies of other people sharing how the ($24) modified their undereye routines or how the ($32) made them formally surrender make-up sponges. Whilst the emblem is understood for the equipment that it carries, the co-founder used to be first presented to the arena of good looks via her grandmother.
“Her title used to be Frances and he or she used to be my good looks inspiration,” Jauregui tells POPSUGAR. “She used to be a glamorous lady and he or she by no means left the home ‘with out her face on,’ as she used to mention.” This, coupled with the truth that Jauregui used to be an avid fan of Mary Kay — she would beg her mom to host good looks events for her and her buddies, even supposing neither knew any emblem representatives — used to be the beginning of a occupation in good looks. However Jauregui says she nearly did not pursue it.
“I began formally within the business when I used to be about 18 or 19 years outdated,” Jauregui says. “I were given a task on the MAC counter as a make-up artist as a result of I merely liked cosmetics.” Even though the position used to be handiest intended to function supplementary source of revenue all over school, when she left to paintings in promoting, she learned how deeply she had fallen in love with the business. “I had this truly sturdy hobby for make-up and I wasn’t prepared to let it move,” she says. This “depressing” promoting enjoy resulted in her running as a make-up artist at the weekends to stay the inventive juices flowing. Whilst she seems to be again on her time in company The united states and wonders why she did not simply take a bounce of religion to pursue make-up artistry full-time, Jauregui admits that the time helped her construct BK Good looks into what it’s nowadays. Nonetheless, it used to be changing into a mom that truly catapulted her trade into what it’s nowadays.
“I used to be going via those giant lifestyles adjustments,” Jauregui says. “I used to be in my early 30s, then I turned into a mother and I began reevaluating my concepts round good looks.” Up to now, Jauregui says that she used make-up to make her really feel lovely, and her look truly affected her vanity; she did not wish to go down that consistent curler coaster of feelings to her youngsters.
“With the exception of my daughters being named Brooklyn and Kate, the BK within the emblem title stands for good looks is kindness,” she says. “After having youngsters, I began to do my very own self-work and discovered what it intended to like and settle for myself the best way I’m. In flip, I were given extra comfy now not being in complete make-up always and that impressed this adventure to release BK Good looks. I would like my youngsters to grasp that now not handiest do you want to be type to others however you want to be type to your self, too.”
“I would like my youngsters to grasp that now not handiest do you want to be type to others however you want to be type to your self, too.”
After a a hit first release with simply 9 brushes, Jauregui’s husband, Paul, surrender his task to steer the emblem’s advertising and marketing efforts. Simply 5 years later, BK Good looks has grown to heights past the couple’s wildest goals. “TikTok used to be an enormous inflection level for us remaining 12 months,” Jauregui says. They joined the app in August 2023 when the platform introduced its beta rewards program designed to assist creators generate upper earnings possible via posting top of the range, unique content material. “Via September or October, it used to be making up 15 to 20 % of the trade,” she says As of late, 50 % of BK Good looks orders come from the TikTok Store. “One of the vital good stuff about being a smaller emblem is we are truly agile and we will determine issues out as we move,” Jauregui says. “This has helped us stay that momentum from the start and TikTok is still massively impactful for the trade.”
Even though Jauregui has giant plans for the way forward for BK Good looks — colour cosmetics is also coming faster than you suppose — what she’s taking a look ahead to probably the most is the transformation of the sweetness business as an entire. “We are seeing the sort of shift already, however I would like the business to proceed spreading the message of interior good looks,” Jauregui says. “Everybody wishes to grasp that make-up is amusing and could be a self assurance booster, however additionally it is inventive and an artwork shape that you are intended to simply have amusing with. It must by no means be used to cover who you’re, however [instead] as a device that can be utilized for self-acceptance.”