Beauty Brand Turns A $5 Bar Soap Into A Multiple 6-Figure Business

The shea butter-based oatmeal and brown sugar exfoliating soap bar didn't start as a business venture but as a Trinidadian mother's desperation to alleviate her daughter's eczema.

It was 2003 when Kimo Bentley crafted her first soap bar in her New York apartment. The shea butter-based oatmeal and brown sugar exfoliating soap bar didn’t start as a business venture but as a Trinidadian mother’s desperation to alleviate her daughter’s eczema.

Bentley poured her heart and soul into creating a natural remedy for her daughter’s skin condition, but little did she know that this humble act of maternal care would sow the seeds for a successful beauty business to come. Bentley began by giving away the $5 oatmeal and brown sugar exfoliating soap bar to friends, neighbors, and family. She only thought about selling the soap once money appeared in her mailbox from people to whom she gave the soap to help relieve their eczema. Soon becoming known as “the soap lady,” Bentley decided to transition from her career at Bosley Medical to a full-time entrepreneurial journey in esthetics.

Beauty spending by Black consumers reached $9.4 billion in 2023, a $1.3 billion increase from the previous year. Armed with an understanding that Black people’s experience within the beauty industry is markedly more frustrating, Bentley set out to create a quality product (and services), understanding that Black consumers are more likely to be dissatisfied with their hair care, makeup, and skincare options than non-Black consumers.

What started as a $5 bar soap (currently retailing for $7.50) has evolved into a full line of skincare products, the Kimo Bentley Aesthetic Clinic and Med spa in Downtown Silver Spring, Maryland, and 2024 revenues of $800,000.

BLACK ENTERPRISE recently talked to Bentley about her skincare business journey, navigating the immense challenges of being a solopreneur, and starting small with a single product.

Starting Small, Dreaming Big

Bentley recalled the early days of her entrepreneurial journey, reminiscing, “I started with just a simple oatmeal and brown sugar soap bar. I believed in the power of natural ingredients to nourish and rejuvenate the skin, and I wanted to heal my daughter naturally.”

Despite her modest beginnings (making her soap bar out of her home), Bentley’s commitment to quality and her vision for her brand never wavered. “I knew that if I stayed true to my passion and focused on delivering exceptional products, success would follow,” she said.

In 2006, Bentley decided to immerse herself in skincare education. She set two goals after completing aesthetics programming and obtaining her license to treat skin. “Creating quality skincare products and educating women of color about skincare treatments was and still is my focus,” noted Bentley, now an internationally licensed esthetician. “I have been in the beauty industry for over 20 years, and to this day, clients tell me a provider said they are not a candidate for a specific treatment. And this is not true in many cases.”

Navigating Challenges and Embracing Growth

Like any entrepreneur, Bentley faced her fair share of challenges. From sourcing quality ingredients to navigating the complexities of manufacturing and distribution, she encountered obstacles that tested her resolve. However, each challenge became an opportunity for growth and learning.

“Every setback is a chance to reassess and refine my approach,” Bentley reflected. “I never lost sight of my goals, which keeps me going even in the toughest times.”

One of Bentley’s most significant challenges and setbacks came in 2018, when Walgreens ended its distribution agreement with Kimo Bentley All Natural Beauty Skincare products. “I was hurt,” Bentley said. “It felt like a significant blow, especially considering the effort and dedication I poured into developing my products.”

Instead of dwelling on the setback, Bentley saw it as an opportunity to reassess and strengthen her brand. “I saw consistent coaching as an opportunity to grow and scale,” she said. “I sought additional educational opportunities and training programs to develop my skill set and grow my brand.”

Empowering Others, Giving Back, and Looking to the Future

As Bentley’s business scales, she remains committed to giving back to her community and empowering others. She strives to uplift aspiring entrepreneurs, particularly those from underrepresented backgrounds in the beauty industry, through mentorship programs and charitable initiatives. “I believe in paying it forward and using my platform to create opportunities for others,” she stated. “Success is not just about personal achievement; it’s about lifting others along the way.”

With a growing presence in the beauty industry, being named one of “24 influencers making Black beauty history” by Essence, and sharing speaking stages with significant influencers, Kimo Bentley’s journey is far from over. Despite the challenges, she continues to innovate and expand her product line, Medspa, and a soon-to-open Esthetics School. “I’m excited about the future and its possibilities,” Bentley said. “There’s still so much more I want to accomplish, and I’m ready to take on whatever challenges come my way.”