Megababe Founder Katie Sturino Found a Major White Space in the Skin-Care Industry — and Filled It

January 22, 2020
Alanna Martine Kilkeary
By: Alanna Martine Kilkeary | by L'Oréal
Megababe Founder Katie Sturino Found a Major White Space in the Skin-Care Industry — and Filled It

Every successful beauty brand has one thing in common: It fills a white space in the industry. For Megababe founder Katie Sturino, that white space included body products for women that address the not-so-pretty aspects of skin care, like thigh chafing and the discomfort of sweat. And so, the magic of Megababe was born — a cute, Insta-friendly brand that makes people’s lives a little easier and much more comfortable. Ahead, we chatted with Sturino about her company, her current skin-care favorites and her advice for aspiring beauty entrepreneurs. 

Tell us a little bit about your background and how you got started in the beauty industry? 

I never sought out to be a part of the beauty industry. I was a publicist and owned my own PR agency, Tinder PR, working with fashion and accessories clients. I started Megababe because I needed these products and wanted to provide solutions for women that were not being addressed by conventional beauty brands. My business partners are my best friend from growing up and my sister. We all came together to leverage our skill sets to launch Megababe, and there’s been no turning back! Because I had my platform The12ishStyle, I was used to interacting with women and had a great dialogue with my followers about what was lacking in the market. I knew there was white space, and I wanted to fill it.


What was the concept behind the creation of Megababe? 

Megababe solves problems that aren’t being addressed. Before Thigh Rescue, I was using men’s products to combat my thigh chafe. I wanted to be able to use something safe, clean and effective — and cute! And thus, the brand was born. Thigh Rescue is our hero product and is representative of everything we stand for as a brand.

Tell us about Thigh Rescue. 

The balm-like formula of Thigh Rescue creates a barrier that sits on top of the skin, allowing thighs that rub to glide smoothly against each other. To create this glide, we use aloe, grapeseed oil and vitamin E for extra hydration. Orange oil, ginger root extract and pomegranate seed extract are also included. It’s non-toxic to boot!



What does a typical day look like for you? 

I know it is cliché but no day is the same. I work on managing Megababe as well as brand partnerships through my website The12ishStyle and Instagram @KatieSturino. I’m always running around meeting with brands, interacting with my followers and taking care of my growing brood of dogs and husband! I turn off quite early in the evening, so I can regroup before the next day, and I am an early riser.

What does your skin-care routine look like, and what is your skin like?

I have classic combination skin, both oily and dry, and I care a lot about it! I like to keep my skin-care routine very straightforward and simple. I start with cleansing, then I use the Biologique Recherche P50 Toner and finish things off with the Augustinus Bader Rich Cream.

What Megababe product do you find yourself using the most?

I make these products for me, so I use almost all of our products all of the time, depending on the season. In the summer I cannot live without Thigh Rescue and Body Dust, and our Beach Paint which is designed to block melasma when I'm at the beach. In the winter, I've been using the armpit mask all the time since it came out and I love it, and I use our deodorant year-round!


How has working on Megababe impacted your life?

I want everyone to be within five minutes of Megababe, so launching nationally in Target and Ulta was huge for me. Seeing Megababe in retailers I know and love and have grown up with is the best. Every time I pass one, I go in and check on my babies! Being featured in Entrepreneur magazine was a big deal and Thigh Rescue being one of Into the Gloss's Top 25 Products of the Decade was huge!


If you weren't in beauty, what would you be doing?

Working with animals! I love to volunteer with animal rights groups.

What does the future of Megababe look like? 

The future of Megababe is limitless. We want to continue to expand our line thoughtfully to help make everyone’s lives easier. If you’ve got a problem that you're having trouble solving or you're using a hack that just isn't working, let us know! We turn to our customers for product development feedback. 

What's your advice for an aspiring beauty entrepreneur?

Make sure you're bringing something new and different to the market. 

And lastly, what does beauty and taking care of your skin mean to you?

I don't think you need a 30-step skin-care routine to have good skin, I think it's about meeting the basic needs of your skin, including going to a dermatologist and having them help you set your routine. 

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