Casey Georgeson decided to take the chance and start her own beauty brand after spending her career building other beauty and wine brands. However, she knew that her new brand had to be different to stand out in the crowded luxury beauty market. After reading about CBD’s powerful benefits, she knew exactly how she was going to be different. Today, Casey is the founder and CEO of Saint Jane Beauty, her own collection of luxury, cannabis-infused products with a mission of transforming the skin.
Casey started Saint Jane as a side hustle while running the creative and developing brands for The Wine Group for eight months. Before The Wine Group, Casey spent her career developing and marketing beauty and wine brands like Marc Jacobs Beauty, Kat Von D Beauty, and Cupcake Vineyards. Looking back, she wishes she focused exclusively on Saint Jane in the beginning. It was nice to have a security blanket while still running creative for the wine group and testing the waters as an entrepreneur. Finally, Casey was sucked into the world of entrepreneurship one hundred percent.
As an expert in creating brands, Casey’s number one piece of advice is to be very passionate and be almost like a “hungry hippo,” eager to go after every opportunity. You must learn the in’s and out’s of your business, things “you never even knew existed from supply chain to back-end site optimization and coding.” With a steep learning curve, Casey has found collaboration with other entrepreneurs to be extremely helpful. This group of female entrepreneurs started by building relationships and networking, and now it has grown into a Slack text chain and monthly zoom meetings. The idea is that “the tide will raise all ships and collaboration is so important to all of our successes.”
In addition to passion, you need to make sure that you answer a need in the market beyond just what you see. It needs to have “some teeth to it and multi-layer messaging.” Casey recommends having two to three differentiating factors to make your brand stand out. Saint Jane is a luxury, clean CBD beauty, and skincare brand. Additionally, they were an early mover in the market.
Casey believes you need to be a little bit crazy and almost addicted to your idea of being an entrepreneur. However, you also need to know how to turn it on and off because you need to give yourself breaks because being an entrepreneur is like running a marathon at a sprint’s pace, and you don’t want to burn yourself out. She advises that you need “to go easy on yourself because it’s a learning process, and you’re going to have tons of failures. You’re going to have wins, hopefully, that balance out the failures. But the failures are tough, and you have to pick stuff up and move on quickly and not let it go too deep because there’s so much ahead.”