Christine Esposito, Managing Editor12.01.21
Alleyoop
Leila Kashani, CEO
Headquarters: West Hollywood, CA
Founded: 2019
Even as it adds new product categories and alliances with new national retailers, beauty startup Alleyoop remains true to its mission: efficient, multifunctional products that reduce clutter and save time.
Happi: Congratulations on celebrating your second anniversary! How are you feeling about the past two years?
Kashani: I couldn’t be more excited about how much Alleyoop has grown. We launched right before Covid with a mission to help people simplify their get-ready routine with minimal, efficient products. When Covid hit, it really made people much more conscious of their buying habits and made them realize they don’t need a million products or a 12-step routine to look and feel great everyday. People have also become much more mindful of their time, as we’re now busier than ever working from home. So it’s exciting to see our customers and community connect so closely with Alleyoop’s products and mission! Aside from this, as we hit our two year anniversary, I have so much gratitude for the incredible team we’ve built, including our Co-Creators, the more than 200 customers who create and test every product with us before we launch it to the public! I am forever grateful to our amazing community and team for being so passionate about what we are building, and playing such a big role in helping us get this far! None of this would be possible without them.
Happi: Looking back on that time, was there a seminal moment?
Kashani: One moment that really stands out is the Voter Campaign we did last year. To do our part in encouraging women to get out there and vote in the election we gave away products to women who submitted their ballot. It was surreal to see how much support we got from our community and it felt like a pivotal moment as a company to see the difference we could make in using our voice as a beauty brand.
Happi: Your brand uses fewer raw materials than other brands. How do you achieve this? And, is this something you plan on reducing further?
Kashani: To even consider launching a product, we have a 10 point checklist of requirements that it must meet. We have vowed as a company to make our packaging as small as possible, consolidating where we can, to create products that are conscious of the environment while also considering portability and efficiency. As a result, we found that 11 Alleyoop products are able to accomplish the equivalent of 26 traditional consumer products while on average using 51.9% less materials. We are continuing to seek out new ways to consolidate products and use refillable packaging. Most recently, we made it our mission to become plastic neutral and in partnership with Cleanhub. For every order placed on the Alleyoop website, we’re removing an equivalent amount of plastic waste that’s bound for the ocean.
Happi: Where will you never compromise when it comes to Alleyoop—and why?
Kashani: We will never launch products that our Co-Creator community doesn’t vote on. We are on a mission to create products that will get the most use from our customers. We do not participate in trends that come and go but we focus on developing products that have longevity.
What has you most excited about Alleyoop’s plans for 2022? We have four new products that we already have set to launch in 2022 and everyone is so excited about them. We have been taking the time to ensure that our formulation is perfect and our Co-Creator Community keeps following up with us because they are just as excited as we are. I am counting down the days until these launches!
Leila Kashani, CEO
Headquarters: West Hollywood, CA
Founded: 2019
Even as it adds new product categories and alliances with new national retailers, beauty startup Alleyoop remains true to its mission: efficient, multifunctional products that reduce clutter and save time.
Happi: Congratulations on celebrating your second anniversary! How are you feeling about the past two years?
Kashani: I couldn’t be more excited about how much Alleyoop has grown. We launched right before Covid with a mission to help people simplify their get-ready routine with minimal, efficient products. When Covid hit, it really made people much more conscious of their buying habits and made them realize they don’t need a million products or a 12-step routine to look and feel great everyday. People have also become much more mindful of their time, as we’re now busier than ever working from home. So it’s exciting to see our customers and community connect so closely with Alleyoop’s products and mission! Aside from this, as we hit our two year anniversary, I have so much gratitude for the incredible team we’ve built, including our Co-Creators, the more than 200 customers who create and test every product with us before we launch it to the public! I am forever grateful to our amazing community and team for being so passionate about what we are building, and playing such a big role in helping us get this far! None of this would be possible without them.
Happi: Looking back on that time, was there a seminal moment?
Kashani: One moment that really stands out is the Voter Campaign we did last year. To do our part in encouraging women to get out there and vote in the election we gave away products to women who submitted their ballot. It was surreal to see how much support we got from our community and it felt like a pivotal moment as a company to see the difference we could make in using our voice as a beauty brand.
Happi: Your brand uses fewer raw materials than other brands. How do you achieve this? And, is this something you plan on reducing further?
Kashani: To even consider launching a product, we have a 10 point checklist of requirements that it must meet. We have vowed as a company to make our packaging as small as possible, consolidating where we can, to create products that are conscious of the environment while also considering portability and efficiency. As a result, we found that 11 Alleyoop products are able to accomplish the equivalent of 26 traditional consumer products while on average using 51.9% less materials. We are continuing to seek out new ways to consolidate products and use refillable packaging. Most recently, we made it our mission to become plastic neutral and in partnership with Cleanhub. For every order placed on the Alleyoop website, we’re removing an equivalent amount of plastic waste that’s bound for the ocean.
Happi: Where will you never compromise when it comes to Alleyoop—and why?
Kashani: We will never launch products that our Co-Creator community doesn’t vote on. We are on a mission to create products that will get the most use from our customers. We do not participate in trends that come and go but we focus on developing products that have longevity.
What has you most excited about Alleyoop’s plans for 2022? We have four new products that we already have set to launch in 2022 and everyone is so excited about them. We have been taking the time to ensure that our formulation is perfect and our Co-Creator Community keeps following up with us because they are just as excited as we are. I am counting down the days until these launches!
Anna Anna Mitsios, CEO and founder of Edible Beauty Australia, asks: Have you had a rock bottom moment in your career? What was it and how did you grow from it? “The moment I hit rock bottom was before I started Alleyoop. I was trying to make something work that I wasn’t passionate about because I felt like I had to. I had already invested so much of my savings that I felt like I had no choice. Additionally, there were a few defects of the product that continued to crush my spirit along the way. Looking back, the journey taught me so much and we could never be where we are today without learning from the past. I honestly don’t think I would have gotten up and tried again if it wasn’t for my partner, David. He reminded me every day of how capable and creative I was and that in time, I’ll figure out what I want to do next. That time ended up coming sooner than I thought it ever would and I am so grateful I never gave up on my dream. — Leila Kashani |