An Interview With Jessica Kernochan, Founder of LaLicious

Lifestyle

An Interview With Jessica Kernochan, Founder of LaLicious

Jessica Kernochan, 39, was merely indulging her creative side and having fun experimenting with natural ingredients when the products she created started gaining popularity amongst friends. Willing to take a risk, Jessica decided to dive into the beauty industry. Fast-forward to today and the recent opening of her warehouse to fulfill client’s demands is proof that Jessica’s bath and body company, LaLicious, has far surpassed its creative hobby days.

Though her idea may have had simple beginnings as a one-woman project, Jessica has gained national acclaim for her beauty line, boasting notable mentions in Oprah and Lucky magazines. It’s safe to say that the Sugar Soufflé Scrubs her family first fell in love are enjoyed by a much larger clientele now.

Today, Jessica enjoys the success of her growing business behind the doors of a new eco-chic office and an expanding brand. Career Contessa was lucky enough to be invited to LaLicious, where we got a “scent” of the business’s growth, plus the skinny on why having a beauty niche matters and what the LaLicious co-owner is looking forward to in 2014.

Her Starting Point

Tell us about your career prior to LaLicious. What is your career background?

My background was within operations in various industries, so when I started LaLicious I knew the basics for running a company. That said I had no idea I was going to end up developing and running a successful bath and body company.

Where did you learn how to create body scrubs and lotions?

My parents were hippies and everything was “natural,” from what we ate to what we put on our bodies. We always used coconut oil and I’m a huge fan of oils, so when I began mixing up products I knew exactly what I wanted in them. I’m a creative person and this was something that I loved doing for myself, not realizing that I was about to create a company out of it.

In the beginning, Whole Foods was my go-to place for ingredients. I developed a natural sugar scrub based on how I wanted it to feel and the experience I got from using it. After playing with different levels of ingredients, I had the perfect formula.

Her Big Break

When did you realize you wanted to sell your homemade scrubs and lotions to stores? Where and how did you make your first business pitch?

I realized I was on to something after all of my friends and family fell in love with the Sugar Soufflé Scrubs. My sister got me an appointment with the buyer of Planet Blue in Malibu. The owner immediately fell in love with the scents and that’s when it started. I would hand-deliver her orders, she would pay me and I would go get more ingredients to make more products. After that it was a snowball effect. We were giving away products to everyone and then they started telling their friends. Soon enough we had our first $50,000 purchase order faxed to us from a huge retailer, and we were on cloud nine!

At what point did you decide to create LaLicious?

My husband and I started it because people couldn’t stop talking about my Sugar Soufflé Scrubs. My husband owned his own company when we decided to start LaLicious, so he already knew what needed to be done in terms of forming a business. The first thing we did was trademark our name. I had been doing accounting since high school and was able to transfer those skills. We are still working on perfecting the branding! Although we have always focused on the products, it’s now time to focus on the packaging. The name, space and everything else happened so fast we didn’t know what hit us. In 2009, we finally moved into our dream space. We bought a 5,500 square foot warehouse and rebuilt it to mirror a “spa” feeling. We currently manufacture two products in our facility.

How long did it take, from idea to product in-hand, to create LaLicious?

It was a work in progress that took about six months. I was making these products for myself and started handing them out as gifts. Once I perfected them, it took about six months before they were in customer’s hands.

What resources were first on your list to hire (i.e. PR, accountant, sales, etc.) and why? Tell us how you marketed LaLicious when you were first starting out.

We hired a PR firm, and that was really scary! We had no guarantees and we signed a six-month contract. We are so happy we did; we’ve never gone without one since. Instead of paying for advertising, we’ve been very lucky to have had, and continue to have, great editorial press. Brand awareness is everything! Our company sales and clients have both steadily increased since we hired our PR firm.

Her Perspective

What has been the biggest challenge in regards to launching LaLicious? When did you know LaLicious was moving in the right direction?

There are many challenges including space. When we first started this business, the products were all manufactured out of my house. We knew LaLicious was moving in the right direction with that first $50,000 order. We just about fell over. We quickly had to find a warehouse large enough for manufacturing needs, hire ten people to help fill orders and get enough ingredients and components to fill the order in three weeks. Finding new clients also can be challenging at times, but we have had great success with our products. When people truly are addicted to the products after they try them, it usually means they will spread that good news with others and, by word-of-mouth, we’ll get new clients.

How do you balance being a mom and business owner?

We have twin girls that are six, so half of my days are focused around them and their activities. The other half I’m in the office working on projects, products, scents, paying bills and meetings. I’m all over the place!

I take Wednesdays and Fridays off to help out at my kid’s school and be with the kids, the rest of the time I’m in the office working on various projects.

What skills are essential to work in the beauty industry? Do you think having an industry focus matters?

You have to have a focus. There are so many bath and body lines out there and if you don’t bring something different or unique to market and continuously evolve, there is a big chance of getting lost in the crowd. I love scents and I think I’ve done a pretty good job picking out my favorites to share with the world. As far as skills, I learn new things every day!

LaLicious is growing! You recently opened an expansive eco-friendly office to accommodate the growth. What’s next for LaLicious?

We have some exciting things coming for 2014, including a big focus on branding that I’m really looking forward to.

What was your career-making moment?

So many things! Our first account, buying our warehouse, having a spread in Lucky Magazine with my picture, being in Oprah Magazine, being on QVC, my kids coming to work with me, having a flexible schedule, having amazing people working for us and, of course, all the smiles LaLicious puts on people’s faces! Priceless.