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Former Model Invents Indispensable Cosmetic Beauty Tool

Former Model Invents Indispensable Cosmetic Beauty ToolAlexa Brands mission is to create products that help people save money and solve everyday problems in and around the home.

Name of Company and URL

Alexa Brands, LLC –



Dated Started?

June 1, 2011

What is your product or service?

The patent-pending Beauty Spoon® is a cosmetic beauty tool designed with an ergonomic handle and flexible stem making it easy to retrieve every ounce of remaining liquid from bottles containing lotions, moisturizers, beauty creams and serums. The Beauty Spoon® is equipped with a contoured spoon for retaining and scooping out as much liquid as possible. The 2-pack Beauty Spoon® set contains a 7 and 10-inch tool that, together, can be used on almost any sized container.

Why did you start your company?

The Beauty Spoon was created because I needed it. I bought an expensive serum and was determined to use every ounce of remaining product, even though the pump had stopped dispensing the serum. When I was nearing the end of the product, I noticed that I couldn’t retrieve the remaining liquid due to the design of the product bottle. This was not the first time that I experienced this problem. I tried different ways to remove the liquid with no luck. In that moment of frustration, the Beauty Spoon was born! The name and slogan “If you can’t get to, Beauty Spoon it!” followed shortly after.

How was it financed?

The Beauty Spoon was financed using a combination of savings and credit cards. I am currently employed so I have also used my ongoing income to help finance this start-up.

Date officially launched?

The Beauty Spoon officially launched on January 20, 2012, a little more than six months after the creation of the idea and initial sketch of the product.

What free online or offline tools do you use?

The Internet is a very powerful tool and I have taken complete advantage of it. Most of my research and questions have been answered by information I found online through blogs and other online resources. There are also several websites, which I have used consistently to help get the word out— these include HARO and Reporter Connection. Social media outlets like Twitter and Facebook have also been instrumental in creating “buzz”. The most underestimated and undervalued websites, in my opinion, are the free classified ads websites, which cost nothing to insert an ad and have proven to be tremendously helpful in improving search rankings.

In addition, I have utilized many other online resources, though while not free, have shown themselves to be low cost and effective alternatives to more traditional methods of setting up a business. The best example of this would be Legal Zoom, which I used to secure a registered trademark for The Beauty Spoon®; establish the legal entity for my company — Alexa Brands, LLC; and file for a patent.

Twitter – @beautyspoon | Facebook – Beauty Spoon

How many people are currently working, including employees?

What is most amazing to me is how the startup of Alexa Brands and the launch of the Beauty Spoon® were possible only due to the combination of skills and experience I have acquired over the past 10 -15 years working as a model, executive assistant to CEOs and office manager/director of operations for professional services firms. As of today, I am the company’s only employee and I draw upon my experiences to date to multitask and wear many hats, including the need to secure and manage outsourced partners who have provided expertise in the areas of product prototyping and development, as well as manufacturing and logistics. I do also receive guidance/assistance/advice from my husband when solicited. He has been very helpful!

What is the best advice you never got?

Don’t underestimate your capabilities and own wherewithal. I have been completely immersed in the development, manufacturing and marketing aspects of this business. It has not always been easy, but I have been proud of myself for not faltering or giving up. I’ve actually really enjoyed the day-to-day activities, overcoming obstacles, learning new skills and the satisfaction and fulfillment that come from meeting a deadline and moving onto the next task.

What is the one thing that you did right?

There were two things that I believe I did right. The first was to keep a very tight timeline so that the development of my product would not stall. The second was to start pitching to retailers as soon as my product was ready for production. I chose Wal-Mart as the first retailer to pursue. They responded positively and after supplying Wal-Mart with extensive paperwork, I secured a vendor agreement and confirmed a meeting with a Beauty Buyer, which will take place in March.

What type of marketing and advertising do you do?

I am utilizing Google Adwords, free classified ads, Twitter, Facebook, and am reaching out to bloggers as well as online and print publications.

Would you want to be acquired by a bigger company, run it yourself or sell in a couple of years?

I have always wanted to start and run my own company, so right now I welcome everything that comes with the day-to-day challenges of getting a new business off the ground. I have put a lot of time and energy into Alexa Brands and The Beauty Spoon® and would like to see where it goes from here with me at the helm.

What do you think your projected annual revenue will be?

My goal is to secure several contracts with major retailers by the end of 2012 as well as continue to develop online sales through If I continue to make that my focus along with providing great customer service and producing a quality product, which by the way, literally pays for itself the first time it’s used, the revenue will take care of itself.

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