About Beauty Founders Club
Beauty Founders Club is an online learning and community platform built to help indie beauty founders learn, connect, and grow their brands with confidence.
It gives founders the education, support, and structure they need to build a successful beauty business without feeling overwhelmed or alone.
What’s Included
Weekly lessons + step by step roadmaps
Learn exactly what to do and in what order.
Live Q&A calls every month
Get direct support and answers to your questions.
Templates, tools, and cheatsheets
Everything you need for branding, development, marketing, and growth.
A community of founders who actually get it
Connect, collaborate, and learn with people on the same journey.
Insider chemist level education without the jargon
Understand the science, strategy, and execution in a way that makes sense.
Meet The Team
Kenna is a seasoned Cosmetic Chemist and Global Beauty Brand Strategist with over 10 years of experience transforming ideas into thriving brands.
After successfully building and selling her own skincare company, Kenna has dedicated her expertise to helping beauty founders scale their businesses from six to eight figures through data-driven strategies and innovative product development.
Her proven track record spans high performance beauty formulations, direct-to-consumer growth, and go-to-market strategies that cut through the noise—empowering brands to not only compete but lead in today’s competitive landscape.
Kenna Whitnell
Laice O'Malley is a creative director and operations strategist with over 10 years of experience helping founders bring ideas to life with clarity and structure.
With a background in graphic and web design and a career spent supporting CEOs through growth and complexity, she is known for blending creative vision with organized, scalable execution.
As Chief of Staff and Creative Director at Kenna Whitnell Consulting and Cofounder and COO of Beauty Founders Club, Laice leads brand direction, operations, and member experience, helping beauty founders find the support and systems they need to grow with confidence.
Laice O’Malley
How BFC Came To Be
With a background in biochemistry, years in the lab, and after building and selling her own skincare brand, Kenna created Kenna Whitnell Consulting (KWC) to help founders build products that actually work and brands that actually grow.
Between formulating hundreds of products, scaling brands into 8 figure revenue, and helping companies land in Sephora, Ulta, and Target, the consulting side exploded fast.
And with that growth came something she did not expect.
Kenna began getting hundreds of comments, DMs, and emails every week from founders saying:
"I have a great idea but no clue where to start."
"I cannot afford consulting yet but I want to do this right."
"Everything online is confusing. Please help."
Kenna brought in Laice, her Chief of Staff and Creative Director, to help manage the demand and figure out how to support all the founders reaching out.
Very quickly, they realized that founders did not need more quick tips. They needed real education, clarity, structure, support, and a place to learn the entire process in one home.
So they asked themselves a simple question: What do we wish existed when we were starting?
The answer became Beauty Founders Club, a practical and accessible platform built to teach founders how to build and scale beauty brands the smart way.
They quietly launched a beta to KWC clients and the response was immediate. Even established founders with revenue and teams were using BFC to level up their branding, operations, and product development skills.
Now BFC is growing into something much bigger with monthly themes, Q&A calls, templates, tools, systems, and a supportive community for every stage of the founder journey.
If you are dreaming, starting, launching, or scaling a beauty brand, this is the place where you finally get the guidance you have been missing.