Behind the Brand... Kalinni Skin
Kaitlin and Jordan Veleski are behind the incredible brand Kalinni Skin.
They partnered with the experts in technology to bring you the KALINNI Microdermabrasion kit… an effective at-home treatment without the hefty price tag of regular clinic visits.
They wanted a product that was comfortable, convenient and cost-effective. But most of all, a product that really worked. One that exfoliates, polishes and improves complexion in a safe and pain-free way.
We chat to Kaitlin to learn about her journey of bringing a product based business to life.
A day in your life?
While everyday is different, most days are spent in front of a computer… Between my copywriting work, I squeeze in the work required to keep Kalinni moving… working with my husband on creating social media content, writing blog posts, conceptualising new ad campaigns and sales strategies, organising shoots, printing labels, shipping orders etc.
The reason you started Kalinni?
It all began two years ago when I had just had my wedding make up trial. I was looking at photos when I saw the first signs of ageing. Dry skin, fine lines and dull complexion.
I made a promise then and there that I would start investing in my skin. I replaced my skin care with quality products and booked in for my first microdermabrasion session at a recommended clinic. I absolutely loved the results, but my bank balance was suffering. I knew there had to be another way of achieving those results.
And so I sat down with my husband, and KALINNI Skin Co was born.
We wanted a product that was comfortable, convenient and cost-effective. But most of all, we wanted a product that really works. One that exfoliates, polishes and improves complexion in a safe and pain-free way. So we partnered with the experts in technology to bring you the KALINNI Microdermabrasion kit… an effective at-home treatment without the hefty price tag of regular clinic visits.
Now at nearly 30, my skincare is no longer a routine… It's a ritual.
The most unexpected challenge involved in Kalinni?
The sheer amount of constant work involved in an e-commerce brand. We knew it wouldn’t be easy, but I don’t think either of us was prepared for the time and financial investment involved in doing things well. There is a lot that goes on behind the scenes… branding, accounting, insurances, taxes, social media, marketing, engagement.
And what about the most rewarding part?
Getting really positive feedback from customers. Nothing beats that feeling of a new message coming through from someone saying how much they love their device (it normally also says ‘I’ve been using it on my boyfriend too! He also loved it!’) It’s a good reminder that we have a product that really works and people can really get a big benefit from.
What were you doing before you started Kalinni?
I’m a former journalist and current copywriter, while my husband is an electrician!
Advice for someone wanting to work in the beauty industry?
Find a product that will genuinely help people. Also, find a way to stand out among the competition. The beauty industry is a flooded market, so if you want to stand out you really need to think of a differentiating factor.
Final words….
Starting a business is great, but it’s not for the faint hearted. It will likely require more time, more money, and more tenacity than you would ever expect… but as I said above, we’re not here to play it safe! And it’s all worth it when you begin to reap the rewards.
