Introducing Rachel Reid, Founder of Subtl Beauty
Rachel Reid made an entrepreneurial triumph when she created a stackable makeup brand, committed to helping those who endure a busy lifestyle. Her “bite-sized beauty” caters to those who live a fast-paced lifestyle making it convenient to apply makeup without rummaging around.
Subtl Beauty offers easy application and a vow to clean and inclusive beauty. Rachel received 5 million dollars of investment from CULT Capital and has sold over 300,000 staks since 2018. In the spirit of celebrating women of influence, I asked Reid about her business triumph and beauty brand.
Where did the inspiration for stackable beauty stem from?
The idea for Subtl struck me during my own experience in the whirlwind of work-related travel. Living out of a suitcase became the norm, and the challenge of packing my daily beauty essentials led to a realization - the need for a discreet and compact solution for swift makeup touch-ups as I rushed out the door. I was unable to find products in the market that fit my needs, so I took the initiative to survey around 200 women. Their responses confirmed the demand for portable makeup, for everything from post-flight applications to easy touch-ups between Zoom calls.
How did you transform a creative idea into a thriving business?
Turning a creative idea into a thriving business was a journey of persistence and adaptability. Frustrated with the lack of compact and travel-friendly makeup options, I decided to create a solution myself. As with any business, there was trial and error but mainly because I strive for perfection in anything and everything for our customers. It was important to me that the pigmentation was right, the packaging was lightweight and effective and more. I transformed my idea as any business owner does- step by step. First and foremost ensuring that I incorporated the right teams to effectively bring my vision to life and eat, sleep and dreaming Subtl during our start-up mode. It was also tantamount that I shared the innovation with others, particularly via social media which revealed a widespread need for a more convenient beauty routine. Subtl was born out of this collective desire for simplicity and portability in makeup. From there, it was about translating that vision into tangible products, refining formulas, and connecting with our incredible community.
Can you describe how you got an investment of 5 million dollars from CULT Capital?
Securing a $5 million investment from CULT Capital was a phenomenal milestone. They solely invest in brands that are past the 2 million in revenue mark and the conversations between us lasted over a year and a half. We were well past their qualification mark. CULT Capital, with its proven track record in the beauty industry, tremendously validates our mission but also reflects the extraordinary growth we've experienced. Our meticulous approach to product development, commitment to clean beauty, and the remarkable support of our community played pivotal roles in attracting this significant investment. We are honored to be amongst the ranks of some of the noteworthy beauty brands that they have previously backed.
You deem yourself a “newbie” in the beauty industry on your website. How did you go from a newbie to founding a brand that sold 300,000 stacks since the 2018 launch?
Embracing my "newbie" status in the beauty industry was liberating rather than limiting. The journey from being a newcomer to leading a brand with over 300,000 staks sold has been marked by a willingness to learn, adapt, and listen to our community. I surrounded myself with a passionate team, drew from diverse experiences, and most importantly, stayed true to our mission of providing convenient and customizable beauty solutions. It's been a journey of growth, resilience, and continuous improvement.
What have been some of the hardships of creating your own business?
Creating Subtl Beauty has been a rollercoaster of challenges. One significant hurdle was the mental fortitude needed to put myself and our brand out there online. While creating engaging content allowed us to connect personally with our customers, it also exposed us to criticism and judgment. Overcoming setbacks during our second year, navigating through COVID-related challenges, and dealing with logistics hurdles were all part of the startup journey. Each obstacle taught us valuable lessons in resilience and adaptability.
As a woman, were you treated differently in the business world? Do you believe women in general still face extra hardships in the professional world?
Being a woman in the business world certainly presented its unique set of challenges, but it also brought forth incredible growth opportunities. There were instances where I felt the need to prove myself a bit more, but I've always focused on the quality of our work and the impact we're making. While strides have been made, I do believe women, in general, still face extra hurdles in the professional world. It's crucial to continue fostering an environment where diversity and inclusivity are celebrated, and all voices are heard.
What is your message for aspiring female entrepreneurs?
To all aspiring female entrepreneurs, my message is simple: trust your gut, embrace the fear, and know that every challenge is an opportunity to learn and grow. Surround yourself with a supportive network, be unapologetically yourself, and believe in the unique value you bring to the table. The journey may have its ups and downs, but it's those moments of resilience that define your success.
Is there anything else you would like to tell the readers of BELLA Magazine?
To the readers of Bella Magazine, I want to express my deepest gratitude for your support and enthusiasm. Subtl Beauty is more than just makeup; it's a movement toward redefining beauty with simplicity and authenticity. Our journey is a shared one, and I invite you to be a part of it. Let's continue inspiring each other to embrace our individuality and redefine beauty on our terms.
To build your own customized stack check out SubtlBeauty.com.
