Kecia Hielscher—who has a 25-year career in retail and merchandising, including extensive experience in home décor and fragrance with such influential brands as Williams-Sonoma, Nordstrom, and Disney—recently purchased and became the new CEO and Creative Director of Formulary 55, a 10-year-old Pueblo, Colorado-based maker of luxury bath, body, and home products featuring natural botanical fragrance blends. In its more than 10 years in business, the company has gained a loyal consumer following. 

Beauty Packaging recently had the opportunity to ask Hielscher some questions about how she navigates this major career turning point, in the hope that maybe it can also help and inspire others who are planning their own career shifts.

10 Questions for Kecia Hielscher, CEO and Creative Director of Formulary 55

Kecia Hielscher, CEO and Creative Director of Formulary 55

Jamie Matusow: Why did you decide to make the transition from a high-level executive position with a major company to owning your own company?
Kecia Hielscher: I wanted to take the invaluable experiences I gained from working at incredible companies and channel them into building something of my own. As Chief Merchant, I thrived at managing key aspects of large, multi-million-dollar businesses. However, I felt ready to take the next step—bet on myself and take full ownership of running an entire business. It was an opportunity to apply everything I had learned and fulfill a long-standing ambition to lead holistically rather than just a part of the operation.

JM: Why choose to purchase an established brand rather than starting your own from scratch? What are the pros and cons?
KH: Purchasing an established brand significantly increases the chances of success by providing a foundation to build on. The pros include the ability to focus on optimization rather than investing extensive time, energy, and resources into launching from scratch. Additionally, acquiring an established customer base, existing social channels, immediate cash flow, and a proven business model with market share already in place are major advantages. It allows you to leverage the institutional knowledge of the team, enabling faster progress compared to starting fresh with a brand-new idea.

The cons, however, include the risk of uncovering hidden issues after the purchase—challenges that may not have been evident during the due diligence process, given the limited time to uncover every detail. These surprises can require additional effort to address, but the strong foundation still offers a significant head start.

JM: What kind of research did you do and how did it lead you to Formulary 55? What compelled you to purchase that brand in particular?
KH: The first step in my research was understanding my “why.” I needed clarity on what I truly wanted, as purchasing a business is a significant financial and mental commitment. I asked myself tough questions, such as whether I was ready to take full responsibility for running a business 365 days a year. Once I was confident in my decision, I began my search online—much like shopping for a house. Over two months, I explored various opportunities until, one day, while on vacation, I came across Formulary 55 on a sales brokerage site.

The brand immediately caught my attention with its modern botanical design aesthetic and wellness-oriented positioning, which deeply resonated with me. My passion for the beauty industry, particularly my long-standing love affair with fragrance, made it feel like a natural fit. As I learned more, I saw clear opportunities for growth and innovation.

My previous executive experience in the industry provided me with the building blocks to take on this challenge, even if I didn’t fully realize it at the time. Everything seemed to align perfectly, making Formulary 55 the ideal choice.

JM: What are the challenges involved in this ownership transition? How do you balance plans to innovate, refresh and grow with the need to respect the existing brand DNA and culture?
KH: One of the biggest challenges in this ownership transition has been embracing the unknown—being comfortable with the uncomfortable. Early advice that resonated deeply was, “You don’t know what you don’t know,” which has been an ongoing truth throughout this process. It’s crucial to stay grounded in why you bought the company in the first place.

Respecting the brand’s DNA is essential, as it’s the foundation of the existing customer base. This respect has guided our approach to innovation, ensuring we honor the brand’s heritage while improving processes and customer experience. For instance, we prioritized faster shipping and operational efficiencies to set the stage for future growth.

Balancing innovation with tradition involves recognizing areas for improvement without compromising the brand’s core identity. For example, we identified hand cream tubes as an untapped category—something our loyal customers would embrace while potentially attracting new ones. Within a week of launch, the product showed promising success, underscoring how industry experience and a customized playbook can drive fast, strategic growth. It’s about knowing when and how to introduce change while staying true to what makes the brand special.

JM: How do you create a cohesive, inclusive, motivated team, and blend the “old guard” with the ‘new guard?’
KH: Building a cohesive, inclusive, and motivated team starts with honesty and transparency to establish trust. I focused on respecting and listening to the team members who had been “on the ground” and knew the intricacies of the business. Empowering them meant investing in infrastructure—such as raw materials—and in the people critical to driving progress. I shared my vision for what needed to be improved, encouraged their input on how to achieve it, and from there, collaboratively developed a roadmap with clear metrics to measure success.

I’ve led with empathy, which the team recognized and appreciated, creating a foundation of mutual trust. Starting with three team members and growing to nine, I’ve emphasized valuing hard work, recognizing potential, and supporting individuals in contributing their ideas to the business’s growth. I also quickly identified that the previous approach of the “old guard” was no longer motivating for the team. By introducing a more collaborative and inspiring style, I was able to foster stronger engagement and alignment with the company’s goals, blending both the legacy of the brand and the fresh energy of new leadership.

JM: What do you wish you had known before purchasing the company? What kind of homework should be done by others who want to follow in your footsteps?
KH: One key lesson I learned is the importance of ensuring both sides are aligned on definitions and expectations—never assume they are the same. This clarity is critical to avoid misunderstandings down the line. During due diligence, it’s essential to dig deeper than you think is necessary. Time is limited, but the more you uncover, the better prepared you’ll be to navigate the transition.

Another crucial piece of advice is to have financial reserves that go above and beyond what you initially anticipate needing. Unexpected challenges will arise, and having a financial cushion allows you to address them without jeopardizing the business’s stability.

For anyone considering a similar path, my advice is to invest the time upfront to thoroughly understand the business, its challenges, and opportunities. Be prepared for surprises, but also trust your instincts if everything aligns with your goals and vision.

JM: How can leaders like yourself help a brand stand out and find its unique voice in crowded categories like the one you chose?
KH: Leaders can help a brand stand out in crowded categories by deeply understanding its unique DNA and staying true to what sets it apart. For me, it started with identifying the brand’s core strengths—its modern botanical aesthetic, wellness focus, and loyal customer base—and building upon those qualities. Authenticity is key; consumers are drawn to brands that are genuine and consistent in their messaging and values.

Differentiation also comes from innovation and a willingness to take calculated risks. By introducing thoughtfully curated products, like our hand cream tubes, we’ve addressed customer needs while staying aligned with the brand’s identity. Leveraging my industry experience, I’ve developed a customized playbook to identify growth opportunities quickly and execute effectively.

Finally, creating a strong brand voice involves listening to customers, engaging authentically on social channels, and constantly refining the customer experience to exceed expectations. A strong leader keeps one eye on the brand’s heritage and the other on future possibilities, blending tradition with fresh ideas to carve out a unique space in the market.

JM: What does Formulary 55 keep in mind regarding the packaging?
KH: At Formulary 55, we prioritize maintaining consistency with our modern black-and-white botanical aesthetic across all packaging designs, whether it’s a wrap, band, or box. This cohesive look is a hallmark of our brand and reinforces its identity. We also ensure that product names align with our ethos, evoke a sense of quality and inspiration, and encourage customers to explore our new scents and offerings.

Quality is paramount in every aspect of our packaging. We focus on creating a premium feel that reflects the high standards of our products. Fragrance names play a crucial role in this process, as they help convey the essence of the product and connect with our customers on an emotional level, ensuring the packaging is as inviting as the product inside.

JM: Is Sustainability a key part of the brand’s story—and if so, why?
KH: Sustainability is a key part of Formulary 55’s story because we believe in creating luxurious self-care products that are both good for you and kind to the planet. This commitment starts with selecting renewable, natural ingredients and extends to incorporating eco-friendly practices in our packaging, from vessels to boxes. Every decision is guided by a “good for the earth” mentality to ensure we’re contributing positively to the environment.

Our blend of essential oils from flowers and herbs and fragrance oils, offer an authentic, complex scent profile while delivering relaxing benefits. We are also committed to avoiding harmful additives such as phthalates, parabens, and SLS, which can negatively impact your health and the environment. Instead, we use premium clean ingredients without compromising safety.

Our formulations are designed to nourish and protect your skin while respecting the planet, allowing you to indulge in luxurious self-care without compromise. By choosing Formulary 55, you’re not only prioritizing your well-being but also supporting a brand that values sustainability and ethical practices. It’s about creating products that care for you and the world around you, offering the very best nature has to provide.

JM: What else is important to keep in mind when starting/acquiring a brand?
KH: When starting or acquiring a brand, it’s essential to ensure it aligns with your passion. Building or transforming a brand requires grit, resilience, and a willingness to work hard—often in ways you didn’t anticipate. You’ll encounter challenges that demand a steep learning curve, so having a learner’s mindset is crucial.

Equally important is leaving your ego at the door. Success comes from being open to new ideas, admitting what you don’t know, and asking for help when needed. Surround yourself with experts and mentors who can guide you, and don’t hesitate to lean on their knowledge. This humility and adaptability will set the foundation for growth and long-term success.