Red Aspen isn’t your typical cosmetics company, and its founders aren’t your typical business owners.
“One of the things we’ve tried to do is rip up the beauty playbook. We’ve come out with affordable products that add value to your beauty routine. But you don’t have to be a professional makeup artist to wear our products,” says Jesse McKinney, co-owner of Red Aspen.
Jesse is just one of the three powerhouse women who make up the leading force behind the 2-year-old beauty supply company. She’s proud of her team’s success and the community that’s made them a strong player in an industry marked by names like Mary Kay and ColourPop.
“We bootstrapped every step of the way,” she says, from starting in her sister’s “teeny-tiny apartment” to moving into a larger facility just outside Boise, Idaho. “People here have just been so incredibly supportive and opened their arms to us. And I feel like Boise is one of those communities that wants you. They see you, and they want you to succeed.”
Positivity and support might be infectious because Red Aspen’s customers have caught the bug. Six products launched in October 2017 have grown into hundreds, thanks to Red Aspen’s expanding team of brand ambassadors. People who love their products enough to share them with their friends via social media have boosted Red Aspen’s popularity and sales. What once was an in-home business supported by three women has now grown to a company with 13 people on the payroll. And naturally, that growth has presented new opportunities and challenges.