Founder: Nonie Creme

Experience: Founding Creative Director of Butter London and Founder/Creative Director of Nonie Creme Colour Prevails. More than 10 years of creating beauty brands.

New venture: BeautyGARDE

Launching: November 2017

Why we need this: BeautyGARDE was conceived to fill voids I’m seeing in the beauty industry. It’s not about reinventing the wheel – it’s about bettering the wheel. Thoughtful new formulations and innovative repackaging of staple beauty items in never-before-seen ways.

What is it: BeautyGARDE is a compilation of products created for women and men who wear lash extensions, but can be used even by non-extension wearers. There’s no brand that educates on the importance and special care needed for extensions, a pricey beauty service. The line includes oil-free options like mascara, liner, sealant, etc. and our hero, Oil-Free Lash & Brow Shampoo. After this launch we’ll be tackling categories such as brow and lip with more patented hero products.

BeautyGARDE.compresently, moving into specialty beauty retailers in 2018.

Who’s funding this: This is self-funded by the two working co-founders and a third member of our LLC. Three-year sales goal (online/retail): $5 million to $10 million.

Best lesson learned: Question everything. Triple-guess yourself. Be brave, but be smart. View failure as a priceless education. And most importantly, don’t be a jerk.