The founder of Araceli Beauty has turned it into a brand gig that brings in millions.

Araceli Ledesma, founder and CEO of Araceli Beauty, has mastered building a successful business from the ground up while staying true to her culture and values.

As a freelance makeup artist, Ledesma launched Araceli Beauty in 2018, a Mexican-inspired beauty and makeup brand with a side hustle.

“I’ve learned a lot from my clients. [about makeup],” she shares with CNBC Make It. “I learned how they’re confused, why they’re confused, and what makes their lives easier. And that’s what gave me the idea to create something a little bit more universal and easy for everyone to use.

Born in Jalisco, Mexico, Ledesma, who prefers not to share her age, and her family moved to California for a better life when she was 5 years old. Even then, she had a passion for makeup.

“When I was very young, I got a little lipstick sample. And I would take the bus home,” Ledesma shares. “I remember wearing it and when I got home I threw it out the window because I was afraid my mom would get in trouble for wearing lipstick, but I’ve always loved makeup.”

Now, four years after starting her company, she has generated over $2 million in revenue and amassed a following of over 160,000 people on Araceli Beauty’s social media platforms.

During her high school years, Ledesma began to take her love for beauty seriously and wanted to take cosmetology classes outside of her school’s curriculum. Unfortunately, it came with a hefty price tag.

“I was in 11th grade and I begged my mom to let me do this cosmetology program. It was a little expensive for us because of our low income. But I asked my mom to let me borrow $600 so I could pay. And for a high school student, that was a fortune. But my mom still lent me the money.

Ledesma spent the next two years working at Taco Bell to pay off her debt while still taking cosmetology classes. At 18, she got her license and knew she wanted to pursue cosmetology for a long time. She got a job as a hair stylist in a salon, which later “turned into doing makeup in the salon as well.”

Many experts agree that the beauty and cosmetics industry has become overcrowded in recent years, making it difficult for brands to differentiate themselves. According to Grand View Research, an American research and consulting firm, the global cosmetics market size is estimated at USD 254.08 billion in 2021 and is expected to grow by 5.3% from 2022 to 2028. But Ledesma said that’s “not particularly a problem.” But Challenge” allows her to think outside the box.

Drawing inspiration from her hometown of Jalisco, Ledesma honors her Mexican roots by incorporating regionally sourced ingredients into her recipes.

“Jalisco is the largest producer of tequila in the world, and I thought it was important to explore that when creating Araceli Beauty,” Ledesma says on their website. For example, Araceli Beauty Eyeshadow Palettes, Tequila Highlighters and Las Flores Blushes contain tequila leaf from the Agave plant.”

Ledesma products use ingredients such as avocado, prickly pear and cactus oil, all sourced from Mexico. Her mascara, Monarca Mascara, was also inspired by the monarch butterfly’s migration to central Mexico. She says these “storytelling” opportunities have helped her be “unique and innovative in a very crowded market.”

Araceli Beauty has achieved tremendous success since its launch, but it has not been an easy task. In the year At the onset of the Covid-19 pandemic in 2020, Ledesma’s cosmetics were still a sideline for her.

“I was still working in the salon… my label wasn’t my full-time job. I always had to fall back on my hair.”

However, the hair salon has been forced to close due to Covid-related regulations. But Ledesma says that she now sees this as a “blessing in disguise”.

“I had no choice. It was time for me to cut the cord and go full time. I was terrified because of the outbreak and everyone was going to lose their jobs. But we got along great when it was crazy.”

Ledesma used this opportunity to push its products further online, bringing in new customers. A small team of about five family members and friends have helped her fulfill orders and grow the brand to its current level.

Looking back, Ledesma says there are many things she could have done differently when she started her career.

“I didn’t pursue my college degree because I had my cosmetology license before. And it was something that was difficult for me for a long time. As an immigrant, I had to do it and make my parents proud.”

“I wish I had taken more business classes,” Ledesma said. “This experience was like building an airplane while you fly it, which is the beauty of entrepreneurship.” You learn when you go, when you make mistakes, when you fall and when you get up. But I wish I was younger. It’s ready for the business side of things.”

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