Brielle Brown, Founder & CEO of Anxiety Cosmetics, on Launching a Beauty Company Mid-Pandemic

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Describe your business in a few words:

I am the Founder & CEO of Anxiety Cosmetics! We are a Clean Beauty Brand Specializing in CBD Infused Cosmetics.


The story starts a few years back when I was eating CBD gummies before bed due to my own Anxiety. I would toss and turn at night and let my worries keep me up. I wondered if CBD could help a girl with anxiety who was “stressed out”, then why it couldn’t have similar results to “stressed-out” skin.

After dedicated research on CBD and the positive effects it can have on the skin, I decided to create a brand with crossover in two huge markets, and Anxiety Cosmetics was born!

We are a Cruelty-Free, Paraben-Free, Vegan Clean Beauty Brand Specializing in CBD Infused Cosmetics. We formulate our products with the consumer in mind, and infuse them with CBD, a deeply penetrating anti-inflammatory powerhouse: a regenerative, antioxidant that fights free radicals and rebalances the skin to tackle both wrinkles and acne, among others.

With our unique quality products, our messaging, and our expertise in our growing industry, we are the place to go for CBD Beauty. Think of us as Anastasia Beverly hills is to brows as we are to CBD!

As we continue to promote our specialty beauty and continue to grow, we also emphasize our personal brand message as a portion of the proceeds of every product sold is donated to help with research, education, care, and raising awareness on Mental Health & Disorders.

What was your background prior to starting your own business?

I started looking into starting Anxiety Cosmetics 5 years ago when I was 20 years old, right after I graduated with my undergrad! Not a lot of “experience” but I was always interested in entrepreneurship from a young age.

Did you always know you wanted to be an entrepreneur?

Yes! I remember selling pictures to my parents that I painted in the dining room when I was in Elementary School to the highest bidder. ($1!) In middle I made business cards and handed them out for babysitting, and I also had a side hustle in high school selling cupcakes, where my sister and I did orders for banquets and weddings!

Take us back to when you first launched your business, what was your marketing strategy to get the word out, and did it go as planned?

We launched mid-pandemic with lip gloss while everyone was wearing masks and covering their lips…. So Definitely not according to plan. I’ve bootstrapped Anxiety Cosmetics so far and at the time I couldn’t launch with any other product.

I knew I had a killer product with our glosses – they are silky smooth and shine like a gloss but protect and heal like a balm.

We started to sell more clear than anything and people LOVED wearing it under their masks to keep from getting chapped! We pivoted to focusing on influencer marketing and building brand awareness.

What is the accomplishment you are the most proud of to date?

We have been featured in publications like POPSUGAR, podcasts, and even have a product placement partnership for a tv show, but I’m always most excited when people tell me feedback on our products. It’s the best feeling in the world when your customers love your products as much as you do.

Do you believe in work/life balance? What are some of your best tips?

I definitely do but as a founder it is HARD. I especially think starting out you’re going to have to sacrifice some time and put in the extra work if you can. It’s a delicate balance for sure. I sometimes have to remind myself to take a break and that rest is productive too.

What’s next for your business? What can we expect to see over the next few years?

We have a new Mascara in the works! Hoping for a few new products and to start retail partnerships!

What excites you about being an Entreprenista League member?

Making Meaningful Professional Connections, Having Access to Resources, & Being Able to Ask Questions to other Entrepreneurs who understand what it’s like to run and build your own business.

Learn more about the Entreprenista League and join today!

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