Founder – Beautini 


n the second grade I knew what I wanted to do with my life. I wrote in my journal that one day I would have my own beauty company. Every day since then, I’ve spent my life making that dream become a reality.

Life is made up of choices, some small and others exponentially more substantial. But all of them collectively set us on the path that will, in some way, dictate the rest of our lives. (Of course, no pressure though!)

On August 23, 2013 I was confronted by a “substantial” choice.

I had to make a decision on how I wanted to answer the age old question of “when I grow up, I want to…”.

My journal entry from the second grade was suddenly challenged when I was offered an opportunity to work for one of the largest beauty companies in the world. I was conflicted. I had always known I wanted to run my own beauty company, but how could I pass up this amazing opportunity?

Following your heart is easier said than done right? Well that is what I thought. I accepted the job offer to start corporate life in NYC, and planned to start the summer after graduation on August 3, 2014.

I would make a hefty salary, have all my favorite beauty products at the tips of my fingers, and live a fabulous life in Manhattan.


Sounds pretty great right? Yeah, I thought so too.

However, it only took a few days for the excitement to cool down, and I started to realize that I was in fact nothing but a phony.

Here I was saying for my entire 21 years of life that I would create a beauty company, and then, when push finally came to shove, I was planning on cowering away. I was about to take the easy path, and I wasn’t proud of it.

Do you ever have that feeling that the person you’re currently dating isn’t “the one”? Or that the seafood you ate isn’t sitting well in your stomach?

That’s how I felt for the rest of the summer. I couldn’t shake this nagging feeling until I returned back to Babson College for my senior year.

I decided to give myself one year to create a concept and build a company. If I could raise funding by that August 3rd ‘doomsday’, then I knew I had what it took to start my own beauty company. If not, at least I knew I had tried and I would go start corporate life with a smile on my face.

 “It only took a few days for the excitement to cool down, and I started to realize that I was in fact nothing but a phony.”

Quickly, the concept for Beautini was conceptualized and built into a real business. After countless meetings I was able to fund Beautini and had the option to decline my job offer.

“Can I really do this?”

“Am I smart enough to run a business at 22 years old?”

“What if I fail?”

The anxiety that came along with making such a substantial decision started to overcome my mind. However, there was only one thought which continuously kept me up at night.

“How will I ever know I can do it, if I don’t even try?”

THIS made my decision easy. One difficult phone call later, and my entrepreneurial journey had officially begun.


It’s been two-and-a-half years since I made that phone call, and I can honestly say that I have never looked back.

I’m not saying it’s been easy. There have been days where I have struggled. I’ve cried, I’ve yelled, and I’ve fought my way through this entire journey. The one thing keeping me going is that I know every day when I wake up, I am building something special. Not just for myself, but for all of my clients.

I’ve helped make thousands of women’s most special day just a little bit more memorable. For me, there is no greater feeling in the world. I now know firsthand that the right path is NEVER the easy path. It is though, the one which holds the greatest internal value.

It’s better to try and fail, then sit back and wonder “what if”.

While you may not be as passionate about the beauty industry as me, or even care about the beauty industry for that matter, I do believe that we all of something inside of us that makes us itch, the thing that keeps us up at night.

While it certainly is not easy, my advice is that the next time you are confronted with a “substantial decision” to take a good hard look at yourself. If making the easy decision causes you feel like you ate some bad seafood… then take the uncomfortable path instead, and down the road you’ll be glad you did.

About Beautini-

Beautini by B.Lo offers beauty services by creating a unique experience for women who value high quality and convenience. Beautini is a company that is founded by women for women. From our clients to our stylists, we strive to empower in all different ways. We believe that when we treat our staff well that it ultimately trickles down to our clients and makes Beautini a better company. It is Brittany’s priority to take care of her team and to go above and beyond for her clients. Brittany built this company on the basis that she wanted to provide stylists with better opportunities and clients with better beauty services.

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  • As the Founder and CEO of Beautini, Brittany Lo has always seen the power that beauty has to empower women from the inside out. Prior to starting Beautini, Brittany had a career in marketing working for brands including L'OREAL USA, Redken 5th Ave, and Sony Music Entertainment. With her B.S. degree from Babson College, Brittany fused her business and beauty expertise to develop the unique concept of making makeovers fun.


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