From the origin story of their businesses to the ways they allowed themselves to grow as entrepreneurs, our Female Founders series gives a view into the lives of successful women from a variety of industries. Join us for today’s feature, Monica Walls, offering a behind the scenes look at some of what she has done to succeed so far, advice for those starting off, and plans for the future.
What’s your business and how did you get started?
Keca’s Usna is a liquid lipstick company that I launched just over two years ago.
I am a former HR Executive and was doing some consulting while I was thinking about my next move, and a childhood friend reminded me that I had an idea for lipstick while in grad school – literally said: “If you don’t do this now, you will never do it.”
And so it started.
Ultimately, this is a tribute to my Croatian heritage, celebrating all the amazing women I meet and will come to know. My models are real-life women that I have the pleasure of knowing or being related to.
What is one thing you’re really proud of that you’ve created or accomplished?
As an affordable luxury lipstick, Keca’s Usna blends the best of both worlds, offering our users a swipe of indulgence that meshes seamlessly with their daily routines. My formulas solve real problems and make the wearing experience easier and more enjoyable for many lipstick lovers; they are hydrating and not sticky, long-lasting but smooth. We are committed to caring for the environment and our community, using recycled materials, and all formulas are gluten-free, paraben-free, and cruelty-free as well as vegan-friendly.
Our positive customer reviews say it all: luxury feels good, and affordable luxury feels even better. After all, what’s more luxurious than a product that feels incredible, is thoughtfully made, and makes you feel good?
What is the boldest thing you’ve ever done in business?
By far – leaving corporate and starting my own lipstick line.
What’s one thing you’re currently excited about for the future of your business?
I am excited to see new colors and finishes get formulated.
I am excited to see more of the amazing women in my circles come to life on my socials and website. I am most excited to experience all of this with both the women I know well and those I have yet to meet and add to my community.
What’s your best business advice you would give to other women?
Network and community build – The benefits are nearly endless: it helps you learn, puts you on the map, offers potential resources, builds your industry reputation, increases self-confidence, and creates avenues for future opportunities and support from other professionals. Who doesn’t want a stronger community?
Use your voice – No matter what the setting, be prepared to speak up. Say something in every business meeting, come with questions in interviews and casual connects alike, and always be prepared to talk about yourself and your work.
Professionalism is the golden rule – You can be friendly and engaging (and should be) without crossing boundaries. Keep conversations with coworkers personable but not overly personal. This also means keeping your promises: delivering projects when agreed, keeping meetings, and being open to feedback when there is room for improvement.
Kindness can take you far – Even though behaving like a professional is non-negotiable, that doesn’t mean you have to be completely work-minded. Taking genuine interest in your colleagues and clients, being understanding (to a certain point) when folks have hiccups, and offering authentic praise builds relationships that can change your life down the road.
Look for opportunities for others, not just yourself – Always keep an eye or ear out for openings or events for your circle; it’s a great way to enrich dynamics and ensure you’re front of mind for any possibilities that cross their desks.
What’s your favorite thing about being a business owner?
Keca’s Usna embodies beauty and inspiration through heritage and passion. Our lipsticks serve as a powerful expression of personal identity, culture, and the unique beauty in each of us.
Keca’s Usna is deeply committed to creating an experience that empowers inclusivity and honors self-expression.
Strength. Faith. Love.
These are not just words; they are the heartbeat of our brand. Every shade we create is infused with purpose, designed to ignite confidence, celebrate individuality, and inspire you to embody your power unapologetically. When you wear our lip colors, you’re not just making a statement; you are the statement.
My very favorite thing is that I operate this way and celebrate it all with women in my life on a regular basis
