Founder Profile: Lorrie King (WG91)

Lorrie King, Founder of Caire Beauty

Tell us a bit about your company

CAIRE is clean, clinically verified, vegan skincare for grown ups. Created by beauty insiders King and Lee, two women whose mission is to reveal a hidden truth — that hormone/estrogen loss affects skin hard. Our lab-created formulations will build stronger, smoother and healthier skin.

What inspired you to start your business — what opportunity in the market are you seeking to address?

I was already working in skincare when my mother was diagnosed with pancreatic cancer. During chemo I saw her skin deteriorate in a shocking way, but it wasn’t just that it was everything that she was experiencing with changes from the inside out with her body. I decided then that this was something that I could work towards by focusing in the skin’s health.

What is it about your personal background, experience, or perspective that fuels your passion for this venture?

When I applied to Wharton, I was an insurance broker working down on Wall Street with amazing clients such as Tiffany & Co (yes, I insured and moved the Tiffany diamond!), Estee Lauder, and IBM. I reviewed business schools on the advice of one of my best friends and discovered Wharton’s newly minted Entrepreneurial program. I applied, got in and then said “oops, I don’t have a business idea”, but the nugget had been born.

What are one or two of the biggest wins or most encouraging experiences you’ve had so far?

We launched early in a premium clean beauty Goop! approved retailer called AILLEA. We are one of the 30 or so brands sold there that represent not only clean beauty, but also highly effective skincare. Additionally, we were embraced by the Katie Couric team and Katie Couric Shop which has been amazing for us. Lastly, one of our investors is Pharrell Williams and him believing in our mission and vision has been incredibly inspiring.

Source: Caire Beauty

What has been one or two of your biggest learnings so far?

Building a startup is always harder than you think it’s going to be so you have to be super prepared financially and emotionally to dive in. The second is regretting not doing this earlier on my own!

What is an obstacle that you are grappling with as you continue to build this venture?

Digital acquisition on Facebook and Google is much more difficult than it was when I launched my last skincare startup for an inventory. It has shown me that you need to be nimble, think differently, build your brand reputation and be super focused on improving the consumer funnel to purchase on your website if you are DTC focused.

What surprises have you encountered as an entrepreneur? Something out of left field?

I’ve been surprised at how difficult and time consuming that fundraising has been. For me, I’d rather preserve capital, grow our sales momentum and not have to raise until someone wants us.

What has been the most rewarding thing about starting your own business?

Every morning I meditate and I have to honestly say that the smile on my face and the joy in my heart says it all. Additionally, my family and my friends tribe are all in and believe in me in a way that I never knew they would.



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