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.

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.”

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?”

“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 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.

Customers who have received a Chella Brow product

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

Average customer rating on Amazon.

Year-over-year sales growth on Amazon

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 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.

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 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.

"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

"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

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

Marilyn S.

Colors: Black, Blue & Purple

"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.

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

Vicki B.

"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.

"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

"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

• 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.

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

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

• 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.

• 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.

• 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.

• 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.

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.

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.

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

• Soft Surroundings (50 Stores)

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

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

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.

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. 

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.

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.

 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.

Projected Total Revenue

Projected Internet Sales

Projected Specialty Retail Sales

Projected International Sales

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.