Beauty founders’ stories are more varied than 100 SKU product lines.

Last month, Cosmoprof Miami provided a stage for cosmetic entrepreneurs to share their successes, their failures and dish some advice, too. One such storyteller is Nichola Tucker Gray, co-founder and CEO of Kate McLeod.

Gray, who spent time at PwC, got in on the ground floor when McLeod decided to introduce her eponymous body stone to the world.

“We were bootstrapped,” recalled Gray. “We purchased stickers, 500 at a time, and applied them to the bottles ourselves. That way, we didn’t have to worry about MOQs (Minimum Order Quotas).”

Gray and McCloud didn’t have to worry about a contract manufacturer, either. The startup manufactured its own products, first in Brooklyn, and later, at a larger facility in Red Hook, NY. The site is near the Culinary Institute of America, where McLeod began her career as a pastry chef.

But Red Hook wasn’t selected for sentimental reasons.

“Pastry chefs understand how to make our products,” Gray explained.

The company opened its doors in 2018. During the past six years, Kate McLeod grew significantly—first online and, in 2024, in Sephora, too.

Rock Stars

Kate McLeod Body Stones are soap alternatives. The waterless bar deeply nourishes skin with a cocoa butter-based formula. McLeod and company knew they had a winning product, but needed help developing an elevator pitch to woo retailers and new customers. To attract both, they had to convince people to switch from conventional personal cleansing products.

To build awareness, the Kate McLeod team had to create a strong storytelling platform and bring it to life across channels. At the same time, McLeod had to express how body stones are better to motivate consumers to switch to the new category.

They turned to the agency Front Row, an agency, to hone the McLeod Body Stone message.

“Front Row Founder Chris Skinner has been a great partner,” said Gray. “He worked at Sephora and helped us develop our message and strategy.”

Before hiring Front Row, Kate McLeod built awareness across a wide variety of storylines. These lines included hero ingredients, unique format, key benefits, hero process, founder story, lifestyle and wellness, and environmental impact.

Don’t Know the Answer? Ask The Customer!

Despite (or due to) all those touchpoints, consumers didn’t understand the body stone concept. Front Row developed a survey to find out what existing customers loved about the product. Kate McLeod found out the focus had to be on three things:

• Coco butter;

• Unique format and

• Benefit.

“The good news is we learned what made the customer interested in us and they most valued our product efficacy,” said Gray.

To double down on the body stones’ efficacy, Kate McLeod is investing in clinical studies. At press time, results weren’t available. But regular users tell McLeod that the body stone formula “actually changes their skin!”

(Note to Kate McLeod and company: don’t let FDA hear about it!)

The company still learns from its customers, too. Two weeks after a product purchase, Kate McLeod sends a survey to the customers. When they complete the survey, they get 15% off their next purchase.

More Lessons Learned

Those learnings helped McLeod get into Sephora in 2024, but the company still makes more money from local events and independent retailers.

“People are excited to see something new,” noted Gray. “Kate still gets on the line with indie retailers. She makes an emotional connection.”

And builds momentum. Since entering Sephora, sales are up 75%.

“We’ve jumped four positions in the past four months at Sephora,” noted Gray. “People love Kate’s authenticity.”

McLeod personally conducts all in-store Sephora training sessions.

Now, Kate McLeod Body Stones are available on Shopify, too.

“It’s a journey,” Gray reminded Cosmoprof Miami attendees. “An imperfect product is better than just a perfect idea.”

Gray concluded her presentation with a warning…

“Get an attorney. Have an attorney review. You can wing a lot of things, but not legal compliance,” she told Cosmoprof Miami attendees. “I have a referral if anybody wants it.”

Entrepreneurs helping entrepreneurs. It’s a beautiful thing!