Inspiring Conversations with Alex Klein of WYRL Beauty

Hi Alex, we’d love for you to start by introducing yourself. 
I grew up in Astoria, Queens (NYC), as the daughter of two Haitian immigrants who came to the United States in the ‘60s, looking for opportunities for a better life. My parents encouraged me to dream big and to go after my dreams. Both my parents held entrepreneurial mindsets, so I absorbed the hustle.

My idea for WYRL came years after a diagnosis of large fibroid tumors that led me through a healing journey, learning about myself, my physical and emotional needs, cleanses, and, very importantly, clean beauty. A few years later, that led to increased self-confidence and the courage to express it with a simple red lipstick. I remember distinctly telling myself on my 40th birthday, “Girl, Wear The Red Lipstick.”

I was tired of putting it on and take it off before I left the house, not wanting to draw too much attention to myself. I wondered what other people would think. Wondering if I was wearing the right color. I was tired of being afraid — not only of red lipstick — but of pursuing my hopes and dreams. I thought creating a clean, vegan, luxe red lipstick brand could tap into a bit of courage, and I wanted to pass that on to other women. I also wanted to be able to give back — which is behind out charitable partnership with the Strong Woman Strong World fund with World Vision.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
I come from a real estate and public affairs background. I had no idea how to make luxurious red lipstick, any lipstick for that matter. Fortunately, I saw an ad on my social feed about a workshop that would teach me how to make my own clean vegan lipstick. I went to the workshop, and I made my first two lipsticks. There was no thought about business building yet, so this was a pretty low-pressure situation. I had planted a seed in myself and my idea.

I know I’ve entered a crowded market when I think about beauty as whole. I really don’t believe that the world needs just another red lipstick. However, I do believe we are different. Our brand is special, unique, and niche. I found a way with WYRL to address a topic that is so important and relevant for so many women — a need to increase self-confidence and support from like-minded women. And red lipstick and the courage to wear it is a powerful symbol of that. I had to tap into my own courage to wear my red lips, and when I share my story and my why, people start to see the vision. That helps me to keep going.

Marketing and promotions have been a challenge when thinking about my competitors that have big budgets. So, unless I found a partner that is a match made in heaven, then my challenge continues to be a grassroots effort. I’m up for it.

Alright, so let’s switch gears a bit and talk business. What should we know?
Wear Your Red Lips. No Toxic Thoughts. No Toxic Talk.

WYRL Beauty is the newest beauty & lifestyle brand all about female empowerment and confidence. With the launch of a new collection of vegan red lipsticks, WYRL is encouraging all women to step into their power, wear their red lips, and drive positive change. WYRL’s mission is to create red lip confidence by offering clean, bold, and long-wear lipsticks to inspire women to live their most desired lives. With every purchase of a WYRL Beauty lipstick, 10% of the company’s profits will go straight to World Vision’s Strong Women Strong World fund, which aims to help six million vulnerable girls and women by 2024.

100% vegan and created with no nasties. WYRL products are available in 3 shades, Ignite, Sparkle, and Boost. And can be beautifully held in the bespoke affirmation pouch.

“For me, there was never a shade of red or a formulation clean enough that I felt confident enough to wear, so I decided to create my own line formulated without any nasties. More importantly, I wanted to develop something that captured all that red lips symbolize and empower more people to have confidence in color while driving positive change through a mindset shift – hence on each tube, we affirm ‘Wear Your Red Lips – No Toxic Thoughts. No Toxic Talk.’ and through our charitable partnership. Wearing red lipstick might feel like a small step, but that fun red lip and a shift in mindset can deliver an insurmountable change to your confidence and to those women and girls who are supported by World Vision.”

– Founder, Alex Klein

Saramine Mukute, Senior Philanthropy Manager at World Vision UK, leads World Vision’s Strong Women Strong World initiative. Saramine says:

“We are thrilled that WYRL Beauty has chosen to partner with World Vision UK through Strong Women Strong World. Alex is an example of a strong woman who is passionate about making a difference in the lives of women and girls around the world. Our partnership with WYRL Beauty will accelerate our reach and impact. It’s remarkable to know that every purchase of a WYRL Beauty lipstick will help provide women and girls with access to healthcare, water, education, protection, and economic empowerment so that she, her family, and her community can thrive.”

We’d love to hear about any fond memories you have from when you were growing up.
When I was a young girl, we had fundraisers for my school selling chocolate bars. I used to look forward to it every year — because there was always the best prize for the one who sold the most. For a 10-, 11-, or 12-year-old from humble beginnings — a microwave, a bicycle, a boom box radio — that was motivation. I remember rushing home each day, getting my homework done, and heading out to the subway stop in NYC at 6 pm while people were rushing home from work after a long day. They were hungry and ready to unwind. I thought I could stop them in their tracks. I put myself in a place to succeed and sell them some chocolate. And I did. The days that I didn’t sell much, I kept my eyes on the prize — my ambition was to be number 1 — because I wanted the prizes. The reward was everything.

As a grown woman, my motivation is the same. I still want the prize. However, the reward this time is different. I feel like I lead a very blessed life, so material things don’t really motivate me in the same way. I do like nice things. But the thought that I could have an impact on how women view themselves, that I could create an opportunity to give back to women globally through World Vision, that I could help shed more light on what it means to wear red lipstick and to create a community that shares those values and creates connection — now that is rewarding. I started with me and I’m looking to pass it on.

Pricing:

• $18 – on Amazon.com
• $48 for bundle of 3

• $10 for affirmation pouch