Lesley Thornton's Botanical Brand, Klur, Is All About Treating Skin Holistically
Courtesy of Klur
Have you ever wondered how to turn your dreams of owning your own business into a reality? We can help. Each week, as part of our Self Made series, we showcase female entrepreneurs—as well as their quality, handmade goods—and share their best advice related to starting, maintaining, and growing your own business.
No matter the industry you're in, empowering the people around you is necessary. Lesley Thornton, the CEO and founder of Klur, a botanical skin care brand, has always believed this. For as long as the entrepreneur can remember, she has had a passion for uplifting others and making them feel beautiful.
"My interest peaked in high school when I realized I had a gift for doing makeup and others would ask me to help them get ready for special occasions," she says. "Looking back, I've always been entrepreneurial; I loved working for myself, so I became an esthetician with a focus on skin care education and product development—eventually opening a facial studio in Los Angeles."
Fast-forward 12 years, and everything clicked when she started to bring her clean product line to the marketplace. "My inherent abilities, creativity, and love for beauty all came together organically and set me on the path to building Klur as we see it today," says Thornton.
Related: This Is What Every Step of Your Skin Care Routine Actually Does for Your Face
Developing the Brand
Just as Thornton has grown in her field, her business has, too. She opened Klur as a spa and facial studio in June 2011 to treat clients, then launched the retail side of the brand in December 2013; she debuted the line with her first retail partner in February 2014. "After a couple years in manufacturing and retail, I knew that was the path for me and I wanted to do this forever," she says. "It had to be the best brand I could build within my capabilities, and after a three-year rebrand, I officially launched Klur in January of 2019."
Courtesy of Klur
Power of Preparation
After realizing that she needed to create products with the highest efficacy and quality, Thornton began working with the cosmetic chemists she met at trade shows. "The products we developed were outstanding, the feedback from my clients was extremely positive, and working with a manufacturer would allow me to scale when I was ready," she says.
Throughout her business journey, Thornton has participated in local events, speaking panels, and professional beauty trade shows. Along the way, she's also centered her focus on digital marketing, brand development, and product quality. "Although Klur was relatively unknown by most, I always showed up and built relationships with our existing community," she says. "Some people think we got lucky and everything fell into place, but I believe my perseverance and preparation just merged with the right opportunity."
I set out to build the brand I had expected, but never experienced—a brand that is thoughtful, inclusive, and well-considered.
—Lesley thornton
Highlighting Holistic Skin Care
Thornton's biggest goal as an esthetician is to help people have the healthiest skin and lifestyle possible. This starts with comprehensive care based on holistic esthetics, as the skin is the largest organ in the body and a part of a collective system. This mission roots her brand in the commonalities that we as humans all have. "That's where the word eco-inclusive comes in. We explore inclusion through the gaze of environmental positivity, and everyone should feel welcome and find joy in our offerings—this is what I believe better beauty should be about," says Thornton.
Her products, such as the Klur Gentle Matter ($40, klur.co), are all made using low-impact practices, 100% biodegradable raw ingredients, and lab-derived materials. This ensures the best products—and the right balance of science and nature—for healthy skin.
Courtesy of Klur
Business Intentions
When it comes to Thornton's business intentions in her industry, she always aims to lead with passion and integrity. "I set out to build the brand I had expected, but never experienced—a brand that is thoughtful, inclusive, and well-considered," she says. "We as eco-entrepreneurs should think less about our impact within our industries and more about building community."
For others building a business, Thornton recommends doing a lot of internal prep work. "Before you even start the business, you should do the inner-work, assess your skill level, and ask yourself, 'Is this true to me?'" she says.
As you move forward from this foundation, Thornton advises committing at least five years to the creation process. "The reality is, it's not easy to build a business, and most people will give up because they try to duplicate what they have seen others do or follow trends—and that eventually fizzles out," she says. "Take the time to become an expert, because 99% of others will not do this work. You will stand out above the rest."
Up Next
Although Thornton is steadily working on finalizing new formulas, she's taking time to celebrate her brand's rewarding moments, too. In this year alone, Klur launched at its first major retailer, Credo Beauty, and debuted Klur Sculpture + A ($150, klur.co), a night retinol moisturizer. "My goal is to keep building with intention and care and hopefully supply chain issues ease up a bit and Klur can expand outside of the States in the near future," she says. "There are definitely new things coming down the pipeline next year—we will just have to be patient."
