A cosmetics brand turns into a six-figure business

It was 2003 when Kimo Bentley created her first soap in her New York apartment. The exfoliating bar soap made with shea butter, oatmeal and brown sugar began not as a business enterprise, but as a desperate Trinidadian mother wanting to assuage her daughter’s eczema.

Bentley poured her heart and soul into creating a natural treatment for her daughter’s skin problems, but little did she know that this humble act of motherly care would sow the seeds for a future successful cosmetics company. Bentley began by freely giving $5 oatmeal and brown sugar exfoliating soap to friends, neighbors and family. She only considered selling the soap when money appeared in her mailbox from people she gave soap to assuage their eczema. Soon gaining fame as a soap star, Bentley decided to transition from her profession at Bosley Medical to a full-time journey into aesthetics entrepreneurship.

Beauty expenses by Black consumers reached $9.4 billion in 2023, a rise of $1.3 billion from the previous yr. Armed with the knowledge that the experience of Black people in the wonder industry is significantly more frustrating, Bentley got down to create a high-quality product (and services) knowing that Black consumers usually tend to be dissatisfied with their hair care, makeup and skincare options than non-black consumers.

What began as a $5 bar of soap (now retailing for $7.50) has evolved into a full line of skincare products, Kimo Bentley Aesthetic Clinic and Spa Med in Downtown Silver Spring, Maryland, and in 2024, revenues were $800,000.

BLACK ENTERPRISES I recently spoke with Bentley about her business journey within the skincare industry, where she navigated the large challenges of running a sole proprietorship and starting small with one product.

Starting small, dreaming big

Bentley recalls the beginnings of her entrepreneurial journey: “I started with a simple bar of oatmeal soap and brown sugar. I believed in the power of natural ingredients to nourish and rejuvenate the skin and I wanted to cure my daughter naturally.”

Despite humble beginnings (taking a bar of soap out of the home), Bentley’s commitment to quality and her vision for the brand have never wavered. She adds, “I knew that if I stayed true to my passion and focused on delivering exceptional products, I would be successful.”

In 2006, Bentley decided to change into involved in skincare education. After completing her aesthetic programming and obtaining her skin treatment license, Bentley set two goals for herself. “My goal has been and continues to be to create high-quality skin care products and educate women of color about skin care treatments,” notes Bentley, now an internationally licensed esthetician. “I have been working in the beauty industry for over 20 years, and to this day clients tell me that a service provider has determined that they are not candidates for a specific treatment. And in many cases this is not true.”

Dealing with challenges and supporting development

Like any entrepreneur, Bentley needed to face many challenges. From sourcing high-quality ingredients to navigating the complexities of production and distribution, she encountered obstacles that tested her resolve. However, each challenge became a chance to develop and learn.

“Every failure is an opportunity to re-evaluate and refine my approach,” Bentley reflects. “I have never lost sight of my goals, which allows me to keep going even in the hardest of times.”

One of Bentley’s most vital challenges and setbacks occurred in 2018 when Walgreens ended its distribution agreement with Kimo Bentley All Natural Beauty Skincare. “I got hurt,” Bentley exclaims. “It was a major blow, especially considering the effort and dedication I had put into developing my products.”

Instead of dwelling on the setbacks, Bentley saw this as a chance to reassess and strengthen her brand. “I saw consistent coaching as an opportunity to grow and scale,” says Bentley. “I was looking for additional educational opportunities and training programs to develop my skills and grow my brand.”

Empowering others, giving back and looking out to the longer term

Just like Bentley’s business scalesstays committed to giving back to his community and empowering others. Bentley strives to support emerging entrepreneurs, particularly those from underrepresented backgrounds in the wonder industry, through mentoring programs and charitable initiatives. “I believe in paying off these debts and using my platform to create opportunities for others,” he states. “Success is not just about personal achievements; it’s about lifting others up along the way.”

With a growing presence in the wonder industry, being named one in every of Essence’s list of 24 Influencers Making Black Beauty History, and the chance to share stages with notable influencers, Kimo Bentley’s journey is much from over. Despite the challenges, it continues to innovate and expand its product line, Medspa and soon-to-open School of Aesthetics. Bentley declares: “I am excited about the future and its possibilities. There are still many things I want to achieve and I am ready to take on any challenges that come my way.”