Exploring Life & Business with Latrell King of Kellure Beaute

Today we’d like to introduce you to Latrell King.

Hi Latrell, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my lipstick brand 5 years ago Liptude with 100 vegan lipglosses. After a successful launch, I believed the road ahead would have been easily profitable. Much to my surprise, the road ahead was filled with setbacks, detours, and disappointment after disappointment. After selling my liptude lipsticks for only two months, I was forced to revisit my brand concept. I rebranded in 2018 and relaunched my makeup line as “Bevogue Cosmetics”. Starting over was hard and discouraging but I pushed passed my emotions. I promoted my lipsticks aggressively for three months and before I knew it Bevogue was rocking and selling out like hot cake. After about two years in business, I tried to get my lipsticks in retail stores only to be rejected repeatedly. I received over 16 No’s over the course of six months. I felt discouraged and defeated. Who was I kidding to believe my black-owned cosmetic line would make it on shelves? I went on a distribution hiatus and tried to find a more innovative way to market my brand.

In early 2020, I invested in a cutting-edge Lipstick Vending Machine and an inventory of 1,000 pieces. I was super excited to take my business to the next level but life happened. I was prepared to launch my machine in July 2020 but COVID came and so did a 1 million-dollar lawsuit forcing me out of business. Everything I worked tirelessly for was gone in a blink of an eye. BeVogue was gone and so was my motivation. I felt defeated again. I had no more bright ideas, no hope, and an exhausted support system. I gave up for a while. I refused to start over again until I found the strength to. After a few short months of staring at my vending machine in my mother’s living room, I got my fight back. I started over again and renamed my company Kellure. Kellure is now sold in my lipstick vending machine located at Pembroke Lakes Mall, Pembroke Pines Florida. It was also sold at the Bronner Brothers Hairshow in Miami Florida this year and will be sold at the Bronner Brothers in 2023.

Kellure recently vendored at the Yelle for the culture located at The Underground Atlanta a few weeks ago. We are now on shelves at the largest black-owned beauty supply store in Canada known as Hair Granted Beauty Supply. We are working towards closing deals with beauty supply stores in Atlanta, Florida, and the Bahamas. The road to where I am was hard but the business lessons I learned along the way were immeasurable. To every striving entrepreneur, keep going despite the setbacks and the financial losses. Push past the pain because on the other side of pain is victory and unspeakable joy.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It has not been a smooth road. I struggled financially to pay for inventory and rent. Some days never made a sale but I kept going. Starting over three times was one of the roughest tasks.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Most people say I am a marketing genius in my own right lol. I love to market my brand and am currently pursuing an AA in Marketing. I am a three-time Amazon Bestselling Author, an influential speaker, a mother of 4 boys, and a wife. I am known for helping Bahamian entrepreneurs take their business global and for the best cruelty-free matte lipsticks on the market today. My authenticity, ingenuity, and creativity set me apart from others. But above all, it’s my Faith in what God can do for me if I trust him and believe in the beauty of my dreams.

Is there something surprising that you feel even people who know you might not know about?
What’s surprising is how I manage to run a business, stay employed, meet deadlines and raise a special needs child and threee other kids.

Pricing:

• Matte Lipsticks are $13
• Lipglosses are $13
• Monthly coaching for $129

Contact Info:

• Website: kellureb.com

Image Credits
Lana Creative Studio I AM Queen Magazine