Get to Know LIPSMART Founder and CEO Briana Brumer

Briana Brumer is the founder and CEO of LIPSMART. Her entrepreneurial heritage stems from her father, renowned inventor and chemist Julius Kay, founder of Lambert Kay, Inc. At a young age, Briana learned to identify opportunities and the complexities of creating products that provide solutions, which fostered her involvement in a number of companies as a venture capitalist and partner. She has continued her passion in product development with her creation: LIPSMART. Briana lives in Miami, Florida and alongside her passions for business, she maintains her involvement in charitable organizations.

“Follow your passion. Being simple and honest is the best — especially if you believe in your product and always believe in yourself.” – Briana Brumer

Takeaways:

• Customer feedback – this has played a pivotal role in the evolution of LIPSMART. We view the insights and experiences of our customers as invaluable sources of information that guide our product development, marketing strategies, and overall brand direction. Listening to customers is the most important detail. If it doesn’t work for them, no matter what you tell them, the customer is always right!
• Marketing strategies – Our marketing efforts leverage both traditional and digital channels to reach our target audience and showcase LIPSMART’s distinct advantages over competitors. The strategies are guided by a dedication to transparency, quality, and customer satisfaction, ensuring that LIPSMART remains synonymous with excellence in lip care.
• Continuous innovation – We invest in research and development to innovate LIPSMART’s current formula and produce new ones. By staying up to date with the latest advancements in skincare technology and ingredients, LIPSMART ensures that its current lip care solution and future ones remain at the forefront of the industry.
• Collaborations and partnerships – LIPSMART collaborates with dermatologists, estheticians, skincare experts, and influencers to leverage their expertise and reach. These partnerships help validate the effectiveness of LIPSMART products and expand the brand’s visibility among target audiences.

Can you start by introducing yourself and telling us in your words, about your inspiring story?

I created LIPSMART – a groundbreaking lip balm and hydrating lip treatment – after suffering for years from severely dry lips. Knowing that dry lips affect people for different reasons — as a side effect of medications, illnesses, weather, and even genetics, but typical balms and treatments often only exacerbate the problem because they contain waxes that sit topically on the surface without penetrating, as well as flashy ingredients like peppermint and menthol for that tingly sensation. What many people don’t realize is these ingredients don’t provide the lips with what they need to heal and hydrate on their own.

My father Julius Kay, was a renowned inventor, chemist, and founder of Lambert Kay®, the premiere pet product line based on formulas recommended and used by veterinarians and groomers. From an early age, I was inspired to follow in his footsteps to develop a product that would be a solution for everyone.

After years of research and testing, my vision came to life and LIPSMART became a go-to product in medical industry dermatology offices, pharmacies, and medical spas as the go-to product for lips. The hypo-allergenic, cruelty-free, paraben-free, and gluten-free formula gently restores the natural plumpness of lips through intense hydration and collagen reproduction, actively combating dryness, fine lines, cracking, and even flaking.

Now, 17 years later, LIPSMART is sold nationally, and is a staple in the beauty industry, as well as in spas, plastic surgery offices, esthetic practices –  even dentistry!

We’d love to learn more about how you got to where you are today.

My journey started at a young age. Thanks to my father, Julius Kay,  a renowned chemist, who founded a trailblazing pet industry nutritional and healthcare business,  I learned the ropes early on about being an entrepreneur and starting your own business. Sadly, I lost my father at the age of 14, which was a profound loss, but his spirit lives on within me, and sparked my lifelong mission: a relentless pursuit of solutions, both personal and beyond.

What made you decide to go into business for yourself?

I saw a void in the market as a result of my personal experience with dry lips. When I figured out there was no real solution available, I decided to create one! 

How did you market your business when it was brand new?

I went door to door, giving samples and talking to spa owners, medical practices, and hospitals to educate them on why LIPSMART works to prevent the lips from drying out. The side effects are like dominos – deflation, fine lines, flaking and just being uncomfortable. Once they tried it, they were willing to share the positive experience. 

What is a typical day like for you?

Every morning I hydrate with hot water, lemon, ginger, rosemary, mint, and a sprinkle of cayenne pepper- and I make sure everything I eat is clean and healthy. Next, I work out and hydrate with lots of water and use my LIPSMART! Then I’m ready to start my day with research and learning what is working in the beauty industry!

What are the three most important habits to be a successful entrepreneur?

1. Smile. I know it may sound silly, but a smile is such a powerful thing. It’s the first thing anyone notices, and it’s contagious.
2. Set achievable goals, make a plan and a plan to reach them!  Stay motivated!
3. Dedicate time daily to learn more about your product and go to events that inspire you.
4. Be confident in selling your product.  While makeup can enhance one’s appearance and help individuals express themselves creatively, true confidence comes from within. 

If you had one piece of advice for someone just starting out, what would it be?

My advice for anyone starting out is to follow your passion, and always believe in yourself.  I needed to solve my problem, and I knew there were others who were dealing with the same issues,  so I developed a solution for my dry lips, which has helped so many people around the world.

Take the challenge or problem you are facing and turn it into innovation — this is the key element for entrepreneurs striving to make a difference.

Does your company help the community where it is located?

Every entrepreneur has a goal and problem they’re trying to solve. What was the inspiration that started your journey?

My journey in creating LIPSMART was sparked by the years of discomfort I experienced due to dry and irritated lips. At times it was so bad I even had difficulty sleeping through the night. I tried so many lip products – from drugstore staples to luxury brands – but nothing provided me the relief I needed and it was this desire to find a solution that drove me to create a solution of my own. 

How do you prioritize self-care and well-being while managing the demands of your business? 

Self-care is crucial, especially as a leader for those in my company. I prioritize well-being by setting boundaries—making time for exercise, meditation, and disconnecting from work when needed. It’s important to recharge so I can show up fully for my team and my business.

What would you consider your biggest accomplishment and why?

One of the biggest accomplishments and significant milestones in my journey was my marketing collaboration with Galderma, a leader in the injectable aesthetic space. This partnership enabled LIPSMART’s proven ability to expedite post-lip injection recovery to earn recognition as a medical-grade hydration solution within the medical industry.

Another key accomplishment was my first break, which came from Lily Garfield, the owner of the Cos Bars. I had asked her to carry LIPSMART and she said, “I have 300 products sitting in my office. Why should I carry yours?” I explained that LIPSMART is truly different from any other lip balm, treatment, or moisturizing lip product in the market and asked her to please give me this chance. She did and I am eternally grateful! She placed the LIPSMART display, which contained 12 products, at the cashier station. She sold out in one day! Her customers became repeat customers from that day on, and now, 20 years later, LIPSMART continues to be one of the best-selling SKUs in all of the Cos Bar 21 locations.

We all face challenges. Looking back, what have been some of the biggest challenges and obstacles you’ve had to navigate?

One of the biggest challenges I have faced is proving to beauty experts that our lips are a key indicator of health and are the first place to show any kind of stress. Our lips only have 3–5 cellular layers of skin, while our faces have 16 cellular layers. Lips need moisture retention and the right formulation to help them maintain a youthful appearance and I had to convince beauty enthusiasts that the skin on our lips is just as important as the skin on our faces. 

What advice would you give to a new business owner? Or to your younger self?

If I had one piece of advice for someone just starting out, it would be: Trust your intuition. There will be a lot of noise and opinions around you, but your instincts are your best guide. Stay true to your vision and values.

How do you set your business apart from others in your industry?

For almost two decades, LIPSMART has thrived in a fiercely competitive market, establishing itself as a leading one-product solution. What sets LIPSMART apart is that beyond the beauty industry, it has gained recognition in the medical field, particularly among individuals taking prescription medications like Accutane or those undergoing chemotherapy. Dermatologists and plastic surgeons across the globe also recommend LIPSMART for post-injection care.

Another key element that sets LIPSMART apart is its innovative delivery system, which not only captures and retains moisture for extended periods of time but also facilitates rapid lip recovery, often within a minute. LIPSMART has now expanded its presence to over 5,000 private and corporate luxury beauty, spa wellness, dermatology, and medical establishments throughout the United States.

What are the three most important habits to be a successful high performer or leader?

Habits that I feel are extremely important to be a successful high performer are:

1. Time Management – I always make sure to prioritize tasks effectively to maximize productivity.
2. Mindfulness – I try to stay present and focus when making important decisions
3. Collaboration – I feel it’s extremely important to foster a culture of teamwork and open communication as great ideas often come from diverse perspectives.

What social media platform is the best for business growth and why?

For us, Instagram has been our biggest social platform. We work with a diverse variety of influencers who love the product and help to promote it to their followers. We’ve found it really amplifies our brand to people who may not have known about it. 

Which female leader do you admire, and why?

Lily Garfield founder of the CosBars a luxury, multi-brand beauty retailer which has locations across the country. Lily is quite the expert in beauty and skincare and really took the time to mentor me in many decisions I had to make on my journey. 

Do you have a favorite quote or motto that inspires you?

Go BIG or go HOME!   

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