Glow Getter: Kelly Ann Callaghan, Founder of Spray Tan Class, Obsidian Sunless Solutions, and Beauty Business Babes Podcast
If you’ve ever searched for a spray tan artist-focused Facebook group to chat, ask questions, and network with other sunless babes, you’ve likely come across Kelly Ann Callaghan’s Beauty Business Babes group. Kelly started the very active group to provide a space for both sunless and other beauty industry babes to ask questions and receive valuable feedback from like-minded entrepreneurs. However, this important resource is just one of many of Kelly’s major contributions to the tanning industry. The California-based entrepreneur started out just six years ago as a mobile spray tan artist and from there she acquired San Diego’s Slay Beauty Bar, launched Spray Tan Class; a training and mentorship program, created Obsidian; a line of dark sunless solutions, began Wake Up To Level Up; a mindset training business and live event, anddd launched the Beauty Business Babes podcast. Phew!
Kelly chatted with us about her career thus far and how taking a huge leap of faith just six years ago lead her to becoming a dynamic, multi-hyphenate entrepreneur and leader in the sunless industry.
Kelly Ann Callaghan, Founder of Spray Tan Class, Obsidian Sunless Solutions, and Beauty Business Babes Podcast
Instagrams: @iam_kellyann
@spraytanclass
Facebook Group: beautybusinessbabes.org
YouTube: kellyanntv.com
Websites: spraytanclass.com
Years in The Industry?: six
How did you get your start in the sunless industry?: I was working that #corporatelife with a focus in sales, management, and marketing from age 17 until about the age of 24 when I realized I was tired of working for someone else. For a week straight, I remember going to work and I would just start crying out of nowhere. I started questioning what I was doing and, more importantly, WHY. Being in corporate was great financially speaking, but it didn't serve my soul. I knew I wasn't in alignment with what I needed to be doing. So, I put my two weeks in and I quit.
I started traveling around the world by myself; I went to Brazil, Germany, Peru, all over the U.S.. It was great! But, after 18 months and $2,000 in my bank, I was about to be broke if I didn't start working again.
I have always wanted to start a business and would write out ideas in a journal, so when the time came to figure out what I wanted to do I looked at that for some inspiration. On the top of the page I wrote "Mobile Spray Tanning". I literally had NO IDEA what a "mobile spray tan" was and, still 'til this day, I have no idea how I even thought of the idea. So, I looked it up and booked a local girl to come and spray me!
She came over and spray tanned me and in 20 minutes I was paying her $50 + tip for her services.
I was shocked at how easy it seemed and was inspired to learn more.
I ended up taking that last $2,000 and a HUGE leap of faith and went all in with starting my own business. I took an online course, bought my equipment, paid someone to get my website, logo, and business cards done and within a few weeks, Positively Tan was born!
I didn't know what to expect but it was one of the best decisions I've ever made and I am honored to be able to train and inspire women all around the world to do the same!
What were your initial steps in opening Slay Beauty Bar?: I was already working in a salon renting out a room so it was just a full "HECK YES" decision when I stumbled across the place. I was a few months away from getting my esthetics license so I decided to go for it. The first day I got to the location, I popped up my tent and took clients. It was messy, but it was done. My then-partner and I built out the place and I was taking clients during construction. I just kept marketing via social media and I kept in touch with my current client base to let them know I had moved and it worked great! I was busier than ever and loving it.
When did you realize you wanted to launch Obsidian?: Obsidian was born because of all the sunless artists who needed a darker solution. When I kept seeing the need for a darker spray tanning solution in the forums, I knew that I could create something to satisfy that need. I am a huge problem solver so when I kept seeing that come up I decided to create a dark (AF) solution, which was risky but it's been a huge hit!
Obsidian Dark Spray Tanning Solution, Quart Size, $77
How did you arrive at the concept for Wake Up To Level Up?: Through a meditation, actually. I was going through one of the toughest points of my life and I was having a really hard time — emotionally speaking. While meditating, the words "Wake Up to Level Up" came up for me. I knew my heart was aligned with serving women in our industry and I wanted to intertwine business and spirituality/mindset work. So, I started the podcast and a few weeks later I decided to throw a live event in Spring of 2019. It was so amazing to be immersed in the energy of the beauty business babes I've been following for years. It was so emotional, so fun, so raw — I really felt at home and it was because of every woman that showed up. That was absolutely the highlight of my career.
How do you juggle running the salon, Obsidian, Wake Up To Level Up program and podcast, the Beauty Business Babes group, anddd your own social media presence?: I delegate A LOT of the work out. As of now, I have a team of about 10 trainers, one personal assistant, and I have a team about 10 people helping with the online part of my business. It was rough in the beginning because I didn't know how to ask for help but learning that has been a huge growth experience for me. I wouldn't be able to do it all without the help of my team.
What has been the most challenging part of being an entrepreneur? The most rewarding/exciting part? Challenging: hiring people. The ugly truth is it's really hard to find people who have the same motivation as you. It's hard to find honest people. At the end of the day, the majority of people are going to do what's best for THEM, not necessarily for the company. So, that's been difficult.
Rewarding: being able to create! I love paving a different path in the industry. A lot of what I started was based on concerns and the needs of other artists. It was awesome to have the first sunless tour with Slay the Spray Tour; the first live event that was fun + educational with WULU [Wake Up to Level Up]. This allowed me to really connect with women in our industry on a deeper level which is also incredibly rewarding and my #1 reason WHY I do the things I do.
Best piece advice you’ve ever received (in business or in life)?: Save your money for a rainy day and don't worry about things you can't control.
Your absolute favorite product or service you offer?: I love hosting the live and virtual events! There is nothing more fulfilling for me than hearing the transformation the women involved receive from the speakers and activities during the event. It's so fun!
One instance when you should definitely see a spray tan artist vs. using a self-tanner?: Wedding! You can't go down the aisle looking like a bag of streaky Cheetos or with your hands over-developed — especially when photographers will want to capture wedding ring photos!
What advice would you give to new entrepreneurs in the industry (especially during these unprecedented times)?: Be prepared to grind. It doesn't happen overnight and don't be scared to invest in a good program to help you!
What are some ways clients can help (if able to) their spray tan artists during Covid-19?: Leaving reviews, sharing their posts, buying their online products, and leaving some love and encouragement towards their favorite beauty babes. It's always great to receive words of encouragement, especially during a time like this.
Did you have a mentor or anyone you looked up to when starting your career?: A few people. My first mentor was someone who wasn't in the industry, but she gave me some clarity on how to transition online. I have always loved Tony Robbins, Dr. Wayne Dyer, and the women in our industry who are truly here to help others.
What do you know now that you wish you would’ve known when starting out in the industry?: So many things but, mainly, I would have loved to learn how to organize better because it would have saved me a lot of time, money, energy, and frustration. I would have also loved to learn more about branding and basics of marketing because I would have gone further, faster. I had no clue what I was doing!