People 19 March 2018
It takes a lot of strength to go on national TV, face rejection, and then push forward despite it all. But Melissa Butler — a former Wall Street-er turned beauty entrepreneur — wasn't about to shy away from her business goals just because a few sharks told her no. Since appearing on Shark Tank's sixth season, she took the criticism about her vegan, cruelty-free makeup brand, The Lip Bar, and pushed herself, and the brand, to new heights.
From Wall Street to The Lip Bar
Before we get to the gritty details of Butler's Shark Tank experience, let's first dive into a bit of background. After all, it's not every day someone on Wall Street calls it quits to launch a niche-market makeup brand. Butler says she was completely unfulfilled, unsatisfied — un-everything. Instead of complaining, she decided to change her path. She just didn't know that path would lead to beauty.
“I've never been a makeup enthusiast, but I've always loved lipstick. There's something so feminine and powerful about it — one stroke of color can give you enough confidence to take on the day," she told SWAAY. “So here I am, a lipstick lover, hating my job while simultaneously attempting to be more kind to my body by using products that weren't chemically laden. When it came to hair and skin care, it was easy to find more natural alternatives, but that was not the case with lip colors. The only natural items I could find were boring colors or shades that didn't suit my skin tone."
And there's that identified gap in the market: vegan, cruelty makeup that caters to a broader range of skin tones.
A testament to female entrepreneurs: Melissa Butler
“I started making lipstick in my kitchen for personal use," she says. “After a year of experimenting, The Lip Bar launched in 2012 with the goal to 'Challenge the Beauty Standard' through our vegan, cruelty-free ingredients and our inclusive imagery."
The (Painful) Shark Tank Experience
“After binge watching Shark Tank one Christmas Eve, I decided to apply. My creative director and I sent in a video talking about the product while hoola hooping to show our personality. From the very beginning, our goal was to get aired. Seven million people watch the show, so even without a deal, we knew it could be a great opportunity," Butler says. “Fast forward, we go on the show and they're completely closed off to the business. They were quite cruel." Butler confesses that she considered not watching the episode and not even informing The Lip Bar customers that the brand was about to make its TV debut. Though that instinctual reaction to pretend like it never happened at all was strong, she fought through her fears and sat down in front of the television. “I watched it to see how I could have been better," she says. “Ultimately, I used it as momentum to drive the business. After it aired, we got thousands of orders, emails, you name it. If nothing else, it reinforced the fact that I had an audience."
Turning Rejection into Something Positive
After appearing on Shark Tank, Butler took a step back and thoughtfully pawed through the harsh criticism to find something constructive. “As the saying goes, 'You win some, you learn some," she remarks. “I learned to refine my message. We didn't change the focus; instead we got super laser-like in carving out our niche. It worked. We started telling the story and truly communicating with our customer. This wasn't advice from the sharks, but it reminded us of who our audience is."
The Lip Bar is set to have a pretty pivotal year. The brand has officially launched at Target, their first retail partner, where it can be found in over 140 different stores. They're also launching three new collections and the brand is projected to garner $2 million in revenue.
6 Up-And-Coming Beauty Brands to Watch
Want to shop more innovative, industry-disrupting beauty brands? Check out this list of noteworthy makeup companies.
Naked Truth Beauty: This beauty brand has made “an all-out commitment to socially responsible beauty: Good for our bodies, communities, and environment," they write on the website. They take the guesswork out of responsible beauty consumerism by formulating their products with a small, organic list of ingredients, and by using packaging that's made from recycled, 100% biodegradable material.
Chosungah: K-Beauty brand, Chosungah, is based on the principle that "makeup is a fun process of finding one's strength instead of hiding one's weakness." It was founded by Chosungah, a first-generation professional makeup artist and boasts beautifully packaged, high quality products. Fun fact — Chosungah's Chocho Lipstick was MAC Cosmetics' first collaboration with a Korean makeup artist.
Nudestix: Nudestix was launched by two teen sisters and their mother, who each felt like beauty brands were overcomplicating the makeup process. Their products are all in stick form and come packaged in a sleek tin with a mirror for easy, on-the-go application for women of all races.
Reina Rebelda (“Rebel Queens"): “Reina Rebelde was born out of something I share with you — a passion for makeup and extreme pride for my cultural identity as a Latina," Regina Merson founder of the brand, writes on the website. The collection was inspired by strong, Latina women and strives to be versatile, bold, provocative, and unapologetic.
Beauty Bakerie: The Beauty Bakerie brand lives by the words, “Better not Bitter," and strives “to sweeten the lives of others through engaging our social media followers with positive messaging and through altruistic donations via online platforms." It was founded by Cashmere Nicole, who writes, “I overcame the struggles of teenage parenting, and I overcame breast cancer and loss only to arrive at a place of peace. It is the sweetest peace I've known."
Crop Naturals: Crop Naturals is an Australian-based indie beauty brand that sources organic, sustainable, natural ingredients. “The rapid growth of the natural beauty and personal care industry has led to considerable misunderstanding around the term natural," they write. “Due to misconceptions, mislabeling and some outright deception from brands – the interpretation of what is truly natural has become misguided." Their goal is to change that by being completely transparent about their ingredients and sourcing methods.
Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!
You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!
Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.
Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.
One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:
What worked? What were my successes?
Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?
Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.
If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?
Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?
Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?
Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.
While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.
Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!