Happy Birthday Red Aspen - by the Numbers

Happy Birthday, Red Aspen! We’re taking our birthday celebration to a whole new level and spending the entire month leading up to it celebrating, starting with our limited-edition $30 Birthday Business Kit and the release of the Miss Pink Birthday Lash! Next weekend, we’ll be in sunny Scottsdale at the Red Aspen birthday bash celebrating our top leaders, and all next month we have special surprises in store to continue the party!

Jesse, Amanda and I launched Red Aspen almost one year ago (October 18, 2017), and it’s been a wild ride. In that year, we’ve experienced so many wins. We’ve shipped out over 50 thousand orders, are approaching $3 million in lashes and brows sales, and have grown to 2,500 Brand Ambassadors repping Red Aspen around the country. These stats were INCONCEIVABLE to us a year ago. We recorded a ‘launch-day’ recap on October 18 last year (take a listen below!) and I laughed out loud revisiting it. Amanda was confident we’d be able to continue for years in our first warehouse (we moved after 5 months), Jesse and I thought we’d have 10 products for sale (we’re currently at 30 with plans to double that by the end of 2018), we thought we’d only have lashes (we’ve already got a full lash and brow system… and 3 more COMPLETE systems coming) and we stressed how much we’d learned just leading UP to Red Aspen’s launch (looking back – we knew NOTHING!)

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While these stats are nothing short of incredible and exceeded our wildest expectations, it’s the powerful women I’ve crossed paths with and lessons I’ve learned along the way that truly stand out. The most powerful lesson by far has been how much we as women can achieve working together. Red Aspen is a company founded by women, for women, with a mission to ‘inspire women to stand up, stand out, and stand together by uniting passion with purpose.’ We are so much more than beauty products – our goal is to instill confidence in women, to show them that they are capable of raising businesses and babies, to champion what women are made of, to encourage women explore what’s possible. Jesse and Amanda are living, breathing examples of being entrepreneurs, leaders, AND mothers. Jesse simultaneously raised an infant baby AND infant business (a feat I am amazed by daily) and still has the energy to uplift and inspire our Treehouse HQ employees and Brand Ambassadors. Amanda grew a world-class shipping and customer service team, manages the majority of our employees, and still makes it to every single one of her boy’s events, whether it’s a basketball game or band performance. Red Aspen has allowed us to build a life that is not only flexible, but rewarding beyond any job we’ve ever had. It’s given us the ability to become the best version of ourselves, and help other women achieve the same.

Starting a company is like throwing yourself off a cliff and assembling a plane on the way down.
— Reid Hoffman

The co-founder of LinkedIn said that “starting a company is like throwing yourself off a cliff and assembling a plane on the way down.” This has been the year of taking risks, of making large (and small) decisions, of accepting and learning from failure, and of embracing the adventure! We may not get it right the first, second or third time around – but we persevere anyway. We learn from our failures. Sara Blakely, the CEO of Spanx, say “what you don’t know can become your greatest asset.” You just need the confidence to JUMP off that plane! Amanda, Jesse and I didn’t wait until we knew every single step to build a business, or how to source product, or how to create a world-class shipping or sales team – or we would still be waiting. We have learned to focus on embracing the adventure of trying – going into this, I always said (and continue to say) that even if I knew Red Aspen wasn’t going to be around tomorrow, or next week, or next year, I still would have done it a million times over – because it is the lessons I have learned along the way, the adventure of trying, the confidence this adventure has instilled in me and the confidence I’ve seen instilled in our incredible sales force, that I will hold close forever. Throughout every single experience, you learn, you grow, and you come to understand the hidden blessings that make life an adventure.

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We are so grateful to each and every one of you, our Brand Ambassadors, who jumped off the (hot pink and sparkly, in our case) plane with us, who took a risk, who embraced adventure, who believed in our mission and vision, and above everything else, who believed in themselves. This past year has been nothing short of incredible, and I promise that the rest of 2018 and all of 2019 will be even more amazing. The time to jump is now.



Genie Reese

Red Aspen Chief Strategy Officer

Listen to our launch day recording

Dear optimist, pessimist, and realist – while you were busy arguing about the glass of wine, I drank it! Sincerely, the opportunist!
— Lori Greiner