BeeZerts, a Kansas City-based handcrafted makeup brand, has officially re-entered the beauty industry with a renewed mission, following its relaunch at Kansas City Fashion Week in September 2024. Originally founded in 2016 by Kelly Anderson and her daughter during a spontaneous mother-daughter weekend, BeeZerts is now a multi-generational, transracial family business that blends beauty with health and individuality. With the tagline “Real Makeup. Real Ingredients. Real People.”, the brand is committed to creating small-batch, customizable makeup made with high-quality, therapeutic ingredients.
The company’s story began in Seattle when Anderson’s daughter, then 16 and gifted in biochemistry, created a lip formula that provided effective relief for chapped lips. That single discovery sparked a grassroots journey through over 200 pop-up craft shows and an entire lip care line. Though operations paused during the COVID-19 pandemic, the family’s relocation to Kansas City and the adoption of two more daughters inspired a new beginning—one rooted not only in chemistry and creativity but also in a deeply personal commitment to diversity, inclusion, and health.
Anderson, a seasoned executive with a background in technology and law, shifted her focus entirely to BeeZerts after the closure of her corporate career in 2024. “I always loved formulating makeup as a side passion, and when the opportunity came to focus on it full time, it felt like the natural next step,” said Anderson, Founder of BeeZerts. “This brand represents more than makeup—it’s about embracing real people and redefining beauty on our own terms.”
BeeZerts distinguishes itself in the saturated cosmetics market by prioritizing ingredient integrity. Unlike mass-produced products that often rely on one or two highlighted components, BeeZerts formulas are rich in active, skin-benefiting elements. For instance, their shimmer body oil goes beyond aesthetic appeal, containing triglycerides and other therapeutic oils that nourish the skin, not just decorate it.
Every product is created in small batches of no more than 100 units, ensuring freshness and quality control with every release. This artisanal approach not only sets BeeZerts apart from mainstream brands but also allows the company to maintain a nimble and responsive manufacturing process. Constant innovation and hands-on development allow the brand to adjust quickly to customer needs and ingredient research.
BeeZerts is also preparing to launch a first-of-its-kind color lab storefront in Kansas City. The store will include a 35-seat color lab where customers can formulate and customize their own makeup shades. The initiative is designed to offer an immersive beauty experience that blends creativity with personal expression. It underscores the company’s commitment to customization and the belief that makeup should be tailored to individuals, not to a narrow industry ideal.
The familial nature of the business is integral to BeeZerts’ identity. All three of Anderson’s daughters have served pivotal roles—whether as product testers, sales leads, or brand ambassadors. The brand’s story, from a single lip formula made in a cabin to a relaunch on the KC Fashion Week stage, reflects the dynamic power of generational collaboration and the evolving nature of entrepreneurship. The family’s shared passion for science, health, and beauty has become the foundation for a brand that celebrates uniqueness and health-conscious innovation.
The Anderson family’s diverse background informs their unwavering dedication to inclusivity. As a family built through adoption, with members representing four different ethnic and racial backgrounds, BeeZerts naturally integrates representation into its branding, formulation, and mission. Rather than conforming to conventional ideals, BeeZerts seeks to empower individuals to embrace their distinctiveness and express it through makeup.
While BeeZerts offers premium cosmetics, its deeper mission lies in reshaping how beauty is defined and experienced. By merging advanced skincare principles with high-performance makeup, the company offers an alternative to products laden with carcinogens and hormone disruptors. Its focus is not only on aesthetics but on improving skin health while offering versatile and wearable color solutions.
Anderson’s career evolution—from executive leadership in technology to legal expertise in data privacy and now to beauty entrepreneurship—demonstrates the range and resilience that BeeZerts embodies. “This is my third career, but it’s the one that most authentically represents who I am and what I care about,” said Anderson. “We want people to feel seen, healthy, and beautiful—without compromise.”
As BeeZerts grows, its guiding principles remain unchanged: authenticity, innovation, and care. The company does not just offer makeup; it offers a new lens through which beauty can be experienced—honest, inclusive, and grounded in science. Its dual focus on performance and well-being reflects a larger trend toward more conscious consumer choices in the beauty industry.
With a growing customer base and a storefront that promises to be both an interactive experience and a hub for personal expression, BeeZerts stands at the intersection of beauty, science, and social awareness. As its influence expands, the brand continues to challenge traditional boundaries and create space for real people to define beauty for themselves.
For more information, visit BeeZerts on Etsy, follow on Instagram or Facebook, and explore Founder Kelly Anderson’s professional background via LinkedIn.
