How One Product Became a Million-Dollar Beauty Brand
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How did Hey Hottie Cosmetics begin with one self‑tanning mousse?
We had tried so many tanners and could not find one that wasn't sticky, that was super dark, that would stay so long for athletes and people, you know, that are sweating all the time. And so we reformulated 26 times before we got this one product. And so we launched that one and sold out in three minutes. And we were like, what else can we do?
Lacey Shelby Shaw is a dynamic, resilient, and multifaceted beauty entrepreneur and the founder of Hey Hottie Cosmetics. Drawing from her extensive industry experience, she empowers women to embrace their confidence through custom beauty products, setting a new standard for authentic connection and everyday empowerment.
With my platforms aside from my brand is I want women to know their value from inside out, from their looks. We're literally made to be beautiful beings. People come from all over the country to shop at our store and have the whole Hey Hottie experience. You walk in the door and our entire team says, Hey Hottie! And it's so cute and everybody feels so special. You're not just coming in to shop, you're coming in to hang out with the girls.
And then after that, you're getting the word of mouth. You're getting to know your customers, right? They're Instagramming about it, right? It's a whole system between great product, great people, great marketing, right? And so it's almost like you get the whole package, like not just for them, but also for you because they're doing their own social media for you, right?
I want to keep the heart of what we are and that human connection and, you know, genuine connection. And so...
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Hey, welcome everybody back to another episode of living your legacy podcast. I got a special guest here tonight for mompreneurs, uh, but she's come out here. She's changed her outfit, looking real good. Right. Come out of the Barbie room and into the dark podcast room, but it's still bright in here because of her presence. So let me know your name and your business and yeah, tell us what's good.
I am Lacey Shelby. I am from Fort Worth, Texas.
All right.
And I am the founder of Hey Hottie Cosmetics.
Hey, Hottie Cosmetics. Okay, right. So what kind of cosmetics are we talking about? There's a whole world of cosmetics out there.
Yes, there is a whole world. And that's actually why we started Hey, Hottie, because there is a whole world of cosmetics out there. We wanted to fill gaps in that, which is something a little different. And so we have, we started with one product. We now have 48. So we cover a wide range. We like to call it the ADD line because we've got some hair. We've got some makeup. We've got some tanning. Yeah.
And what age group are you guys going for? What's the target market here?
So we actually have.
Or is the target market hotties?
Hotties around the world is our target market. But it's so interesting because anytime we look at stats, it's equal. It's like equal parts 13 to 18. And then, you know, every age group is within 20 to 30 percent. And so it's pretty equal, which I love.
Yeah. And the marketing team's like, oh, no, can't you just focus so we can kind of get the analytics to this group?
We are the marketing team. Oh, okay. Yes, we are like that.
Yeah, yeah, yeah. So you got a wide range of products and you have a wide target market, right? Tell us more about the products. So you said you got hair. What kind of makeup?
We started with one product.
Yeah.
And it was a self-tanning mousse. Okay. And we spent over a year.
A self-tanning mousse.
Yes. All right. So, look, you put it on. Yeah. And it, like, makes you tan.
Why did Lacey reformulate the tanning mousse 26 times before launching?
Yeah, yeah, yeah.
No, I've heard of self-tanning liquids, right? Yeah. But then usually you would mix that liquid with a lotion.
Lotion or something.
Right? But I guess you've kind of combined that.
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Chapters
4 chapters
1
How did Hey Hottie Cosmetics begin with one self‑tanning mousse?
0:00–4:03
2
Why did Lacey reformulate the tanning mousse 26 times before launching?
4:03–12:28
3
What product line expansion strategy turned one product into 48 offerings?
12:28–19:34
4
How did Lacey build trust and an audience through authenticity and social media?
19:34–22:09