Leadership Skills

How I Started My Own Beauty Brand In My 20s With Two Kids

I’m Ellana Byers, an Australian mum, and founder of my own cruelty-free mineral makeup line, BE.COYOTE, which has been built into a multi-million dollar company all while juggling two kids!

I started BE.COYOTE after suffering from hormonal adult acne, and seeing a gap in the market for high coverage mineral foundations. And let me tell you, growing a brand while juggling family life has really allowed me to understand the fundamentals and hard work that goes into building your own business.

Regardless of what you might think, you really can have it all if you work hard and are willing to put the time in.

These are my top tips on how to create a successful business:


Find something you’re passionate about.

I have worked in the beauty industry since I was 19, so I’ve always had an interest in beauty products.


Work with your children.

I chose to be a stay-at-home mum and work around my children. This definitely was a struggle at times, especially with a newborn and toddler, but I really wanted to succeed in both aspects of my life. I wanted to be a hands-on mother and raise my kids, and I also wanted to be a businesswoman and run a successful company.


You CAN do both.

Anything is possible if you’re prepared to put the extra effort in and work towards your goals. I would put the kids to bed and then work until 2 am each morning. Was I tired? YES. But I had a plan and knew that this is what I temporarily needed to do. As your kids get older, finding time to work is much easier because they go to pre-school or school and this gives you regular time to put towards your business.


Do a lot of research and ensure that you can find a place in the market for your business.

There are so many amazing business ideas but the trick is to find where you can fit your idea into the current market. Do you have a point of difference? What makes your business stand out from the rest?


Stay focused.

It’s easy to lose focus and become disheartened when you are hit with obstacles along the way, but it’s important to stay focused on your goals and push through the tough times.


Work, work, work!

I think the most important piece of information I can give is to be prepared to work A LOT! Say goodbye to the 9-5 hours and put most of your time into building your business as much as possible. Use your passion to motivate yourself and drive you to succeed. I want to BE.COYOTE continue to grow so I choose to put the extra hours into my brand. The amount of time you put into your business will dramatically influence its growth and success

BE.COYOTE is hypoallergenic, made with natural ingredients which are free of harsh chemicals, preservatives, and parabens.


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