Chella is a Title III - Regulation Crowdfunding Campaign and is actively accepting investments.
$499.70 minimum investment

Chella

Chella Brow & Eye Collection of Products

Small OPO
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 are 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, Chella has been able to establish brand recognition and a reputation for high quality. 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.


As a brand, 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 Offering

Investment

$0.95/common unit│When you invest you are betting the company’s future value will exceed $16M


Perks*

If you invest $500.00, you will receive a Highlighter Pencil for free.  MSRP is $20 (S&H an additional $6.95)


If you invest $750.00 , you will receive a Custom Eyebrow Pencil or Eyebrow Cream Kit of your choice. MSRP is up to $60 (S&H an additional $6.95) 


If you invest $1,000, you will receive a Chella Gift Card for $100 of Chella Products and a Coupon Code that entitles you to save 20% on all of your purchases at Chella.com for the remainder of 2018. (Free S&H)


If you invest $10,000 or more you will receive a Chella Gift Card for $500 of Chella Products and a Coupon Code that entitles you to save 20% on all of your purchases at Chella.com for the remainder of 2018. (Free S&H)


*All perks occur after the offering is completed.

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

"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

Invest in Chella

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.


Invest in Chella today!

In the Press

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












Perks*

If you invest $500.00, you will receive a Highlighter Pencil for free.  MSRP is $20 (S&H an additional $6.95)


If you invest $750.00 , you will receive a Custom Eyebrow Pencil or Eyebrow Cream Kit of your choice. MSRP is up to $60 (S&H an additional $6.95) 


If you invest $1,000, you will receive a Chella Gift Card for $100 of Chella Products and a Coupon Code that entitles you to save 20% on all of your purchases at Chella.com for the remainder of 2018. (Free S&H)


If you invest $ $10,000 or more you will receive a Chella Gift Card for $500 of Chella Products and a Coupon Code that entitles you to save 20% on all of your purchases at Chella.com for the remainder of 2018. (Free S&H)


*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

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