Indie Beauty Profile
LaKeisha A. Entsuah, Elements of Aliel
Many an indie brand arises from personal need and unmet expectations. But the journey and the beauty and personal care products that result are as unique and distinctive as the entrepreneurs behind them. Here LaKeisha A. Entsuah shares a profile of herself and the brand whose “mission is to help our extended family (the community) see the importance of the connection between your skin and your overall health.”
Name: LaKeisha A. Entsuah, Founder and CEO
Indie Beauty Company: Elements of Aliel
Launched: September 2013
Headquarters: Lansdale, Pennsylvania
Cash flow: We are profitable. For me it wasn’t about hitting a specific revenue level as much as it was about making more money then I spent. It took a few years but we recently crossed the threshold and I couldn’t be more proud.
Team work: 4
Distribution: Elements of Aliel is sold cross the US and Canada through our ecommerce site elementsofaliel.com.
Years in beauty: 4
Years at Elements of Aliel: 4
Entrepreneurial experience: This is my first company.
The business: We focus on creating plant-based beauty products that are easy to use and safe for the environment. Our product line is centered on creating products that help maintain healthy skin.
The wow-factor: I believe what makes us special is that we are health centered [and] minimalist. We offer a product range that focuses first and foremost on efficacy. We don’t add extra ingredients for the sake of appeal or esthetic.
The customer: Our target customer is a woman between the ages of 25-45 who is concerned as much about the health of her skin as she is about its appearance.
Advice for fellow indie beauty entrepreneurs: Remember that you can’t be everything to everyone. In the beginning, I thought I had to create products that would fill everyone’s needs. I quickly realized that if I wanted to be successful, I had to focus on one core group and serve them in the best way possible.
Just one: My one go-to beauty product is cleanser. I firmly believe that the basis of great skin is clean skin.