Story & Lesson Highlights with Dr. KeShawn Haynes of Southwest Atlanta

We’re looking forward to introducing you to Dr. KeShawn Haynes. Check out our conversation below.

KeShawn, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What makes you lose track of time—and find yourself again?
For me, it’s absolutely working in the lab. There is a specific kind of focus that happens when I am deep in the formulation process. I lose track of time when I’m balancing the chemistry—adjusting ratios, testing textures, and monitoring reactions.

I ‘find myself’ again in that moment of breakthrough. When a formula finally stabilizes, or I achieve that perfect texture I’ve been chasing, I feel grounded. It reminds me why I became a chemist in the first place: to turn raw materials into something tangible and valuable.

Can you briefly introduce yourself and share what makes you or your brand unique?
At my core, I am a formulation chemist and an entrepreneur. I like to say that I exist right at the intersection where hard science meets high fashion. I am the founder of KLH Industries, a manufacturing company, and ELLIE Cosmetics, a luxury color cosmetics brand.

What makes my story a little different is that I don’t just own the brand; I’m the one in the lab coat making it. I have a background in chemistry and regulatory compliance, so when I developed ELLIE Cosmetics (which is named after my daughter, Gabrielle ‘Ellie’), I approached it with a scientist’s rigor and an artist’s eye. I wanted to create products that weren’t just ‘clean’ or ‘vegan’—but that were genuinely high-performing and made women feel beautiful, glamorous, and confident.

Right now, I am really excited about two things. First, I’m expanding KLH Industries to offer private label manufacturing to help other small businesses bring their own visions to life. And second, I’ve been leaning into my role as an educator and consultant, helping others navigate the complex world of cosmetic science through my book, The Alchemy of Creation, and my consulting firm.

I’m passionate about showing that you can be a scientist and still love the glamour, the texture, and the luxury of the beauty world.

Okay, so here’s a deep one: What was your earliest memory of feeling powerful?
My earliest memory of feeling truly powerful was when I realized that the formulas in my head could actually translate into something tangible that people loved.

As a chemist, I spend a lot of time with raw materials and data. But there was a specific moment early on when I handed a product I had formulated from scratch to someone, and I saw their face light up. It wasn’t just ‘makeup’ anymore; it was confidence in a jar. Realizing that I had the skill to create that feeling—that I could take nothing and turn it into something beautiful—was the moment I knew I was exactly where I needed to be.

What did suffering teach you that success never could?
It taught me resourcefulness. Success is often about momentum, but suffering is about survival and strategy. It taught me how to come up with solutions when the odds were stacked against me.

You don’t have to be very creative when everything is going right. But when things are hard, that’s when you really learn how to deal with life. It taught me to look at a broken situation, analyze it, and build a bridge to get over it.

So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
The lie is that they are always innovating ‘for the customer.’ Often, the industry tells consumers that a change is ‘best for them’—like a new ‘clean’ formula or a packaging switch—when in reality, it’s often just a cost-saving measure for the company.

They sell the idea that they are in business to serve the consumer’s highest good, but behind the scenes, it’s often just about the bottom line. I think customers deserve more transparency than that.

Okay, so before we go, let’s tackle one more area. Could you give everything your best, even if no one ever praised you for it?
Honestly, that is exactly how I live my life. I have learned to use other people’s doubt as fuel. When I sense negativity about my capacity or my vision, I use it to press forward even harder.

I set my own goals and I shatter them because I need to know I can, not because I need someone else to tell me I did a good job. I don’t wait for applause. I break down barriers because I want to see what’s on the other side. At the end of the day, I do this for myself—to prove to myself that I am capable of greatness.

Contact Info:

• Website: https://www.elliecosmetics.com
• Instagram: @elliecosmetics
• Linkedin: @keshawnhaynes
• Facebook: elliecosmetics

Image Credits
@standbackstudio, Zuri Stanback