The Chella offering is now closed and is no longer accepting investments.

Chella

Chella Brow & Eye Collection of Products

Regulation Crowdfunding
Camarillo, CA
Advertising and Marketing
US Investors Only
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Hello Beautiful.

Invest in Chella Beauty

Chella is a fast-growing brand in the "prestige" beauty products market specializing in eyebrow and eye makeup and associated products. This prestige market is defined as one made up of consumers with a high level of disposable income that is willing to spend more for higher-quality products.

 

Through a unique distribution model and through a marketing strategy targeted at finding consumers where they discover new beauty products via Subscription Beauty Boxes like (ipsy, BoxyCharm, BirchBox, Fab Fit Fun, and many others), Chella has been able to establish brand recognition and a reputation for high-quality products. In fact, millions of consumers have had the chance to sample our line of products and have provided hundreds of thousands of positive reviews, many of them perfect scores.

 

Chella is now poised to take the next step. With an established reputation, experience in the industry, a growing following, and tried-and-true products, we believe that growth is only a question of expanding our marketing efforts. Our early partnerships have proven incredibly fruitful, and we're eager to expand and capitalize on the traction we've gained.

The beauty industry is worth billions of dollars worldwide, and the prestige eyebrow and eye makeup segment is a fast growing part of that industry. We want you to join us in helping Chella to become the premier brand within this exciting segment. 


Invest in Chella today!


The Chella Story

Why We Exist & What We Stand for

Transformation: It Started with a Helmet

It seems unlikely that amidst the macho world of football pads and helmets an indie cosmetics company would find its beginnings. Chris Kolodziejski, Chella’s Founder and CEO, made a special connection between his time playing professional football for the Pittsburgh Steelers and the success his mother found when he was growing up. As Chris tells it:  

 

“When I put on that uniform, I became a different person. I felt this tremendous confidence as a man and as a part of a team. It transformed me. 

 

“I watched my mom transform from a single mother working two jobs into a real estate developer who retired early. It hit me one day, when she put on makeup, she was doing what I was doing when I put on a football helmet: she was transforming, too, announcing her power and her confidence.  

 

“I have spent the last 14 years in the beauty business, and the thing that inspires me the most is hearing the stories of transformation. People share with me almost daily how a new look or a Chella Brow Make-Over has transformed not only their appearance but also how they feel. They share how they have a new confidence and how they have brought forth their inner beauty. 

 

“I’ve discovered that there is a direct parallel between realizing your inner self-worth and beauty and realizing your external beauty. I want all of the people who use Chella products, all the people in my own life, including my daughter, to have that same opportunity, to shine with beauty inside and out.”

And So Chella Was Born

Chris didn’t want simply to make good makeup. He wanted to make extraordinary makeup. He has worked tirelessly on Chella’s line of smudge-free, waterproof brow products that have gathered hordes of devotees. 

 

Today, Chella’s extraordinary products exist to support beauty and beauty-lovers.

 

But it didn’t stop with products. Chris realized he had an even more significant opportunity to support beauty and transformation: offering ownership of the company.

 

“Someone reminded me the other day that so many women out there would prefer makeup to flowers any day. 

 

“What if we could take it beyond just being able to help people feel beautiful and confident, though? What if anyone, and those that love them, could own part of this dream that I am building?”

Own a Piece of Chella, Give a Piece of Chella...or Both!

Chris’ dream is coming true with this offering that allows anyone who loves and supports beauty to own a piece of a company that he believes is poised for incredible growth. As Chella continues to sell more, the profits will grow, too. You can be a part of this potential yourself, or you can buy it and give it to your loved one in support of the power of beauty. 

“In support of all things beauty”


The other day, Chris got an email from a woman who wanted to invest in Chella. She told an amazing story: she was a vegan chef whose career was lost due to a horrific burn accident, and Chella’s brow products had given her back her brow confidence.

 

“Keep spreading beauty and confidence in a world where women are finally being given the opportunity to stand up, be respected and heard,” she wrote. And then she signed off with “In support of all things beauty”.  

 

Wow. We couldn’t have said it better ourselves. 

The story shook Chris in the best of ways. “At the end of the day, I want this to be about more than just a superior brow product that you were happy to discover. I want it to be about investing in beauty: your own and your loved ones’.”  

 

“I want this to be about transformation, one beautiful person at a time.”

The Offering

Frequently Asked Questions


What is the price? 

This offering is $0.95 per Common Unit. 


How much can I invest? 

You can invest from $499 to $99,999.  


What is the current valuation of the company? 

The company has set its current valuation today at $16 million “post money”, that is to say after we have raised the $1 million via StartEngine. As the Value of the company grows so may the value of your investment.


What is the projected value of the company? 

We are projecting 5 years from now to have Earnings Before Interest Taxes Depreciation and Amortization (EBITDA) of $8.5 million.  

The average multiple for the last 5 years used to value businesses in the Cosmetic sector is 18 x EBITDA. Based on that multiple, in 5 years, if Chella realizes $8.5 million in EBITDA, using the current multiple of the last 5 years of 18, it would be worth approximately $150 million.  


Source

THE OFFERING MATERIALS MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY. THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,”“INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS, WHICH CONSTITUTE FORWARD LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS. INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.

For details on the bonus, please see the Offering Summary below.

The Perks

Wait, There’s More?

When you make an investment in Chella, not only will receive ownership in the company as outlined above, you will receive some special Chella Bella Perks!


Perks*

If you invest $ 500, you will receive a Chella Gift Card for $100. 

Redeemable at Chella.com  

 

If you invest $ 1,000, you will receive a Chella Gift Card for $250. 

Redeemable at Chella.com  

 

If you invest $5,000, you will receive a Chella Gift Card for $500. 

Redeemable at Chella.com. Also, you will receive a free Chella Brow Product of your choice shipped each month for 12 months. (Total - Valued up to $312) 

 

If you invest $ 10,000, you will receive a Chella Gift Card for $1,000. 

Redeemable at Chella.com. Also, you will receive two free Chella Brow Products of your choice shipped each month for 24 months. (Total - Valued up to $1,248)

 

*All perks occur after the offering is completed.


Click the Green Button in the upper right corner to Invest Now


"It is rare to find a brand that can convert over 10% of the consumers who land on their Amazon product pages to purchases. For Chella, their best-selling products are above 30%..."

Carl Goedjen

President

Global Overview

What's Chella?

The team behind Chella has over 50 years of combined experience distributing into specialty retail locations, as well as to spas, salons, resorts and beauty boutiques. This is one of the key reasons why Chella has achieved worldwide attention as a leader in the fast-growing prestige eyebrow and eye makeup segment of the beauty industry.


The other key reason behind Chella's growing success is the quality of our product. Across all of our channels, Chella products garner rave reviews from customers; and this isn't from a small sampling size, either. In total, Chella products have found their way into the hands of over 3 million enthusiastic consumers with hundreds of thousands of 4- and 5-star reviews.


We've drawn this attention to our products and brands by taking a smart approach to marketing. We are targeting influencers and ensuring that our products are only a few clicks away from interested parties, we've been able to position ourselves for significant near-term growth and for long-term expansion.

3 Million

Customers who have received a Chella Brow product

300+

Retail locations with Chella products in the US and 12 other countries

9.2 / 10

Average customer rating on Amazon.

100%

Year-over-year sales growth on Amazon

The Mass Appeal of Chella Products

We believe that Chella has the necessary combination of factors to achieve significant success in the beauty industry. First and foremost, we have the utmost confidence in our products, which consistently draw some of the highest ratings from consumers. Also, we believe that we've created an attitude around our brand that's specifically catered toward attracting our target audiences. Chella is at once young and carefree, while at the same time refined and elegant. It's "California Casual & Cool".


In our opinion, the major growth drivers in the beauty industry include favorable spending trends, product innovation and growth of certain population segments. We have recognized the following trends within our target markets, which we believe bode well for our future success...

Millennials

Millennials represent one of the key audiences for Chella. This demographic primarily looks for beauty products online and through social media, and that's precisely where we go to the find them. Our partnership with Michelle Phan, the founder of Ipsy, has been particularly important in capitalizing on this segment. They are our number one customer.

Generation Xers

Increasingly, Gen-Xers have been moving online as well, and they're even gravitating toward some of the same media outlets as younger millennials. This demographic spends a significant amount on beauty products, even more than baby boomers by around 60%, according to an American Express survey.

Baby Boomers

Baby Boomers have large disposable incomes and are increasingly inclined to spend on health and beauty products, and they're fueling demand for anti-aging products. As women age, their eyebrows and eyelashes will generally thin. Chella addresses this with specific products that combat this issue.

The Chella Line of Products

Chella offers a whole host of beauty products, with a diverse array of colors that are suited for all manner of skin types.

Eyebrow Pencils

"Since I first tried this product with my Ipsy subscription, I've been obsessed! The product applies great and gives a natural eye-brow look with definition."

Ashley I. 

Colors: Beautiful Blonde, Luscious Light Brown, Tantalizing Taupe, Awesome Auburn, Dazzling Dark Brown, Elegant Ebony

Eyebrow Creams

"So happy I found Chella's eyebrow cream. I love how it stays on the entire day until I wash my face at night. It is easy to apply, and it looks so natural. Would highly recommend! Also, the customer service I received was terrific! Thank Chella"

Donna H.

Colors: Beautiful Blonde, Luscious Light Brown, Tantalizing Taupe, Awesome Auburn, Dazzling Dark Brown, Elegant Ebony

Highlighter Pencils

"I'm so glad that I gave Chella a try, because it is wonderful. I'm older but new at trying out make up. This highlighter is amazing."

Violet G.

Colors: Ivory Lace, Latte, Cappuccino, Cinnamon

Eyeliner Pens

"Eyeliner with staying power! I love the eyeliner! It remains all day and fills in my "old" eyelids."

Marilyn S.

Colors: Black, Blue & Purple

Mascara

"Love my Chella! I love the mascara it goes on so smoothly and doesn't flake off, I've been using it for three years."

Denise S.

Eyebrow & Eyelash Tools

"They are great !! Tweezers work well and I love the brow razor. Thanks again!!"


Vicki B.

Anti-Fatigue Eye Masks

"Once I got over how fascinating it was to activate the masks and how cool they felt, I applied them under my eyes and it feels like heaven."

Amy I.

Lipstick Pencils

"The new matte lipstick was everything I needed. Bright colors, that last for hours without drying out your lips. Absolutely love it!"

Nasai N.

Colors: Naughty Nude, Ravishing Red, Wondrous Wine, Rebellious Rose, Marvelous Mauve, Passionate Pink

Eyebrow & Eyelash Treatments

"It does EXACTLY what it touted to do and in my opinion, even more! Please know I’m out there & will Always be a loyal customer!"

Kathy

Superior Products

  • 45+ plus award winning products in the Brow & Eye Collection.
  • “How To Brow in 3 Easy Steps” initiative.
  • Wax-based pencils last longer.
  • An innovative Eyebrow Cream.
  • Many products, like the highlighter pencil, are multi-functional.

Aesthetic Appeal

  • Chella logo is a vibrant orange & unique cursive of the name is eye-catching.
  • Evidence shows improvement of sales after packaging change.

Exceptional Service

  • Customers receive personalized attention & education both in salon and online on how to recreate looks at home, resulting in high satisfactory ratings.

Licensed Estheticians & Cosmetologist

  • Chella stresses the importance of training & educating our partners and their staff before launching Chella in their stores.
  • Beauticians-to-be go through intensive training to learn the art of creating the Chella "How To Brow in 3 Easy Steps" before serving customers.

Awards & Accolades

  • 2014 Voted Top-10 Brow Bar by Aesthetic Everything.
  • 2014 VIP Editor’s Pick by People Magazine.
  • 2015 Voted Aestheticians Choice by Dermascope.
  • 2015 Gorgeously Green by Sophie Uliano
  • 2014 Voted Top 10 Skin Care by Aesthetic Everything.


Customer Satisfaction

  • Chella has excellent customer satisfaction ratings.
  • Average score is a 9.2/10 on Amazon.
  • 90% of their customer satisfaction ratings are rated as a 9 or 10.
  • This creates a great brand image and is likely to increase the rate of customer retention.


Demonstration Sales

  • The Brow & Eye Collection lends itself to demonstration sales.
  • We believe Chella can control success and sell with products that can create “WOW moments” by showing the before and after effects of using the products on a customer.

More About Chella's Market

Within the Beauty Industry, brows have become a major trend in recent years, both in the United States and internationally. In fact, according to research conducted by the NDP group, the current value of the prestige eyebrow and eye makeup market is estimated to be $1.1 billion and growing.


Within the industry, the broad category of eyebrow and eye makeup products is the fastest growing. At present it's estimated that this category has been growing at an average rate of 20% year-over-year since 2011. (Source)


With our high-quality products and our marketing strategy, we believe that Chella is poised to capitalize on this growth in the industry overall. In fact, the expansion of our sales since inception bear out the truth of ours and the industry's growth.


Your investment will help Chella to further expand our marketing efforts, which is key. With the incredible reviews our products receive from consumers, it's only a matter of being able to get our products into more consumers' hands to grow more rapidly.

The Investment Appeal of the Beauty Industry

There are a number of different factors that conspire to make the beauty industry a unique proposition for investors. In fact, Forbes identified five of the key factors behind this in 2014:


  • Brand Loyalty: When a consumer makes up his or her mind about a beauty product, that consumer is likely to stick with his or her choice. This is regardless of price, as consumers are likely to remain loyal even when times are tight.
  • Purchase Frequency: On average, these same consumers will purchase their favorite beauty products once every month.
  • High Margins: For most beauty products, gross margins are often in excess of 60%.
  • More Sales Opportunities: Consumers in the beauty segment are often willing to try new things. For this reason, many retailers are more willing to open their shelves up to new products than in other industries.
  • Exit Markets: The major players in the beauty space are highly inclined to make acquisitions in order to quickly grab onto the followings of new, up-and-coming brands.

Chella Is Now Positioned For More Success

In our estimation, Chella faces only two major competitors. Each of these competitors, at last check, one has an estimated enterprise value of $3 Billion. These competitors, though, do not take the same approach to the market as Chella does.


While our competitors focus primarily upon retailers, Chella remains focused upon direct-to-consumer and e-commerce through Amazon and our own website. With our omni-channel strategy and emphasis on training and education to support our "How To Brow in 3 Easy Steps" in both the retail and professional channels, we take a different, more diversified approach, which we believe will help us to build sticky brand loyalty.

Chella: Is Working Across Multiple Channels

Internet Sales

  • Amazon.com 
  • Chella.com
  • eBay (Launched 4th Quarter 2017)
  • Dermstore

Specialty Retail

  • Soft Surroundings (50 Stores)

Direct Response

  • Beauty iQ
  • QVC.com (If successful will lead to Global QVC Launch
  • QVC France

Professional Beauty

  • Salons (Tricoci)
  • Spas (SpaVia)
  • Resorts (Ritz Carlton)
  • Marriott
  • Gaylord

Direct Response Traction

One of the newest categories that Chella is working in is "Direct Response". For those unfamiliar, this encompasses outlets like The Shopping Channel, QVC, and HSE.


This summer, Chella is scheduled to launch on QVC.com. Following that, we'll also be appearing on television, either through QVC's channel or through Beauty IQ, which is QVC's beauty-specific channel. We anticipate that these spots will begin airing in August.


Chella products will also appear internationally. In the coming months, we expect to appear on selected TV spots for QVC France and The Shopping Channel in Canada.

Working with Boxycharm

Similar to Ipsy, Boxycharm is a subscription service that has a higher degree of prestige in the eyes of consumers. This is due largely to the fact that products included in Boxycharm's boxes are full-sized.


In the month of July, Boxycharm put 640,000 Chella products into the hands of consumers. Given the incredible success that we've had with Ipsy, we anticipate that Boxycharm will generate a lot of buzz around our products. This is particularly exciting, as we believe Boxycharm can help us crack into new markets. 

Incredible Influencer Engagement

Birchbox

Beauty products are absolutely one of those things that you have to try before you buy. That's why we haven't been shy about working in partnership with Birchbox, which has put our products into the hands of countless women. 200,000 eyebrow pencils will be delivered by Birchbox in September.

Ipsy

Beginning in 2012 with 50,000 units, our partnership with Ipsy has allowed us to ultimately get 1.2 million products into the hands of women in 2017 alone. In total, we have 250,000 reviews on Ipsy, with an average rating of 4 out of 5.

Octoly

 Getting your products into the hands of influencers is everything. Octoly allows us to go further by lowering the barriers between a consumer and a product. When one sees it through an influencer's channel, purchasing is only matter of a few clicks.

Projections for 2018

$3.19 Million

Projected Total Revenue

$1 Million+

Projected Internet Sales

$344,000+

Projected Specialty Retail Sales

$460,000+

Projected International Sales

The Bottom Line

Founded in a garage in 2003, the Chella brand has grown significantly and has come to transform how woman look and feel. By focusing on developing high-quality products for perfectly groomed brows, we strive to make women feel sexy, confident and complete. We believe in supporting women's dreams and aspirations, and we would like your support in achieving our dreams and aspirations.


Influencer engagement has guided our decision to raise equity through crowdfunding. We believe that our investors, seeing the incredible quality of our products and the enthusiasm behind them, will also become ambassadors for the Chella brand. Together, we believe can capitalize on our incredible successes and establish Chella as a premiere brand in the prestige eyebrows and eye makeup segment.

The beauty industry is worth billions of dollars worldwide, and the prestige eyebrow and eye makeup segment is a fast-growing part of that industry.

 

Join us in helping Chella to become the premier brand within this exciting segment. Invest in Chella today!

In the Press

Show More
Meet Chris Kolodziejski of Chella Brow Bar
February 21, 2017

Having had the opportunities of playing Pro Football with the Pittsburgh Steelers, developing real estate in Malibu, CA, and a career in the Investment Banking world, launching a cosmetic company seemed like the natural thing to do. Really.

Offering Summary

Maximum 1,116,841 Common Units* ($1,060,998.95)

*Maximum subject to adjustment for bonus units. See 10% Bonus below

Minimum 10,526 Common Units ($9,999.70)


Company
Mosaic Distributors, LLC (dba Chella)
 

Corporate Address
507 Calle San Pablo, Camarillo, CA 93012
 

Description of Business
Mosaic Distributors, LLC (“Mosaic” or the “Company”) is a privately held manufacturer and distributor of Chella proprietary cosmetic products which enhance the look of brows and eyes. The Company manufactures and distributes its proprietary product line: the Chella Brow & Eye Collection, whose success is achieved through the quality of the products as well as the Company’s sell-through approach built around its online marketing and distribution platform.
 

Type of Security Offered
Common Units (the "Interests", or the "Securities")
 
Purchase Price of Security Offered
$0.95 per unit
 

Minimum Investment Amount (per investor) 
$499.70

What is the current valuation of the company? 

The company has set its current valuation today at $16 million “post money”, that is to say after we have raised the $1 million via StartEngine. As the Value of the company grows so may the value of your investment.


What is the projected value of the company? 

We are projecting 5 years from now to have Earnings Before Interest Taxes Depreciation and Amortization (EBITDA) of $8.5 million.  

The average multiple for the last 5 years used to value businesses in the Cosmetic sector is 18 x EBITDA. Based on that multiple, in 5 years, if Chella realizes $8.5 million in EBITDA, using the current multiple of the last 5 years of 18, it would be worth approximately $150 million.  


Source

THE OFFERING MATERIALS MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY. THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,”“INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS, WHICH CONSTITUTE FORWARD LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS. INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.


Perks*

If you invest $ 500, you will receive a Chella Gift Card for $100. 

Redeemable at Chella.com  

 

If you invest $ 1,000, you will receive a Chella Gift Card for $250. 

Redeemable at Chella.com  

 

If you invest $5,000, you will receive a Chella Gift Card for $500. 

Redeemable at Chella.com. Also, you will receive a free Chella Brow Product of your choice shipped each month for 12 months. (Total - Valued up to $312) 

 

If you invest $ 10,000, you will receive a Chella Gift Card for $1,000. 

Redeemable at Chella.com. Also, you will receive two free Chella Brow Products of your choice shipped each month for 24 months. (Total - Valued up to $1,248)

 

*All perks occur after the offering is completed.


The 10% Bonus for StartEngine Shareholders

Mosaic Distributors, LLC will offer 10% additional bonus units for all investments that are committed by StartEngine Crowdfunding Inc. shareholders (with ≥ $1,000 invested in the StartEngine Reg A+ campaign) within 24 hours of this offering going live.

StartEngine shareholders who have invested $1,000+ in the StartEngine Reg A+ campaign will receive a 10% bonus on this offering within a 24-hour window of their campaign launch date.  This means you will receive a bonus for any units you purchase.  For example, if you buy 100 Common Units at $0.95 / unit, you will receive 10 bonus units, meaning you'll own 110 Common Units for $95.   Fractional units will not be distributed and share bonuses will be determined by rounding down to the nearest whole unit.

This 10% Bonus is only valid for one year from the time StartEngine Crowdfunding Inc. investors receive their countersigned StartEngine Crowdfunding Inc. subscription agreement.

Irregular Use of Proceeds

The Company does not expect any Irregular Use of Proceeds. However, as the majority of funds raised will be used for working capital as the Company grows it's operations, management will have some flexibility over specific uses of proceeds.
Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$1,052,371.00 USD
$692,173.00 USD
Cash And Cash Equivalents
$194,460.00 USD
$3,548.00 USD
Accounts Receivable
$58,364.00 USD
$31,645.00 USD
Short Term Debt
$2,113,673.00 USD
$1,994,764.00 USD
Long Term Debt
$272,665.00 USD
$3,187,303.00 USD
Revenues And Sales
$1,347,541.00 USD
$1,146,063.00 USD
Costs Of Goods Sold
$443,888.00 USD
$626,161.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$548,382.00 USD
-$1,871,046.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.

Updates

Chella - IPSY partnership. Chella La Vie Eyeshadow Palette is #1 in Review ratings

3 months ago

Hi Folks please see below an email I received from IPSY this week about our performance in February.  They sent out OVER 330,000 Chella La Vie Eyeshadow Palettes.  Scroll down below you will see we are now OVER 60,000+ reviews!!!


Hi Chris,


I hope you had a great weekend! Now that February has come to a close, please find the content and initial Ipster sentiment the quad received below! I'm so thrilled to let you know that the quad is currently ranked our #1 eyeshadow product sampled in IPSY Glam Bag to date! Please note that you'll be receiving a complete recap in April but please do let me know if you have any questions about this program in the meantime.


Content: 

Initial Sentiment: 

  • The quad had an 86% 4-5 hearts rating! (compared to a subcategory average of 71% 4-5 hearts) 
  • The quad received over 48k reviews  NOW over 60,000
  • "I love these colors!! Very soft and pretty much stays on ALL day." 
  • "LOVE LOVE LOVE! Love the colors, love the texture, love how easy it is to apply with your fingers!"
  • "Love it! This cute palette is tiny and perfect to throw in my purse as an on-the-go go-to. Beautiful shades as well."
  • "Absolutely love this mini pallet it's every color I'll ever need ever again"




La Vie Eyeshadow Launch

6 months ago

The La Vie Neutral Eyeshadow Palette embraces warm neutrals, sure to inspire you to live every day to your fullest. 

With 2 pearl (Femme + Vitality) and 2 matte water-resistant shades (Instincts + Dynamic) and a dual-ended eyeshadow brush for effortless application, this interchangeable and refillable palette is designed with the modern + multi-tasking woman in mind. Buildable, blendable and long-wearing, our easy to use all-in-one palette will be an essential part of your everyday beauty routine.

It comes in a Deluxe & Travel size:

 



5 Star Review

8 months ago
Marissa H. Verified Buyer
Full Star Full Star Full Star Full Star Full Star
10/06/19



Rate our Products:














Amazing!
I have zero brows and I have HUGE brow envy. You name it, I have tried it. Probably have spent over $500 just for brow stuff in the last 5 years. This cream is unbelievable!!! My brows don’t look fake or drawn on, the brush doesn’t get hard or gross. It lasts for days (if you don’t wash your face). It’s seriously amazing!!!!

FOUR DAYS LEFT- Don’t miss a great opportunity to invest in Chella or add to your existing Chella investment.

about 1 year ago

 The StartEngine Campaign for Chella officially closes on March 7th.

The smartest investment to make is when you are ON TREND and riding the big wave instead of trying to create a wave.  Chella is riding that big wave with Amazon and has been since we began on Amazon Seller Central 3 years ago. 

Brow and Lashes have been the fastest growing segment of Prestige Cosmetics globally for the last 10 years.  Think about Instagram and selfies... no one wants to post bad brows! :)

Two years ago in December 2016, we sold $10,176 of Chella goods on Amazon. Less than 2 years later, we sold over $31,000 of Chella goods in September 2018 on Amazon.  Our September daily sales average on Amazon was $1,065 a day.  In February 2019, we had our highest daily average of $1,534 a day on Amazon.

Chella Amazon sales were up over 200% in less than 2 years! A great validation of our Chella brand and our growth. 

 

Our total Chella sales for the last 6 months both Domestic, International, Amazon and Brick and Mortar was over $871,000


Notice of Funds Disbursement

about 1 year ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Chella has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Chella be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

ipsy reviews - Off to a GREAT start

over 1 year ago



ipsy - Chella Partnership: 500,000 plus eyeliner pens sent out to ipsy glambag members this month!

over 1 year ago

After another successful Ipsy feature in this month's beauty bag, our 500,000 (total) Purple and Brown Eyeliners are a hit! From UGC (user-generated content) to in house tutorials, Chella Eyeliner truly provides that clean, crisp, long wear line and high color pay off that consumers love.


Check out the Video link below

ipsy_video.MP4

Notice of Funds Disbursement

over 1 year ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Chella has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Chella be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Notice of Funds Disbursement

over 1 year ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Chella has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Chella be on the lookout for an email that describes more about the disbursement process.


This campaign will continue to accept investments until its indicated closing date.


Thanks for funding the future.

-StartEngine

Birchbox - We have been partnered with Birchbox for over 4 years.

over 1 year ago

We are invited to participate in a very unique Shop and Shop creation inside of Walgreens.  Please see below for details of the partnership.  We are thrilled to be associated with BirchBox and invited to be one of the few hand-picked brands to be included inside the Birchbox store.  This launched in 6 stores in December and it looks like they will be opening more locations in the first quarter of 2019.


Walgreens and Birchbox to Offer Customers Innovative Beauty Experience In-Store and Online


04 October 2018

Strategic collaboration will combine Walgreens convenient store footprint and beauty experience with Birchbox’s prestige brands and unique merchandising perspective

DEERFIELD, Ill., October 04, 2018 - Walgreens and online beauty retailer Birchbox today announced that they will team up to build Birchbox retail experiences within select Walgreens stores. The multi-channel offering will bring prestige beauty brands into Walgreens stores and allow customers to discover and shop for new brands in an interactive and accessible way and will include a curated Birchbox shop on Walgreens digital properties. As part of the relationship, Walgreens will also acquire a minority equity interest in Birchbox.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181004005324/en/