MIRANDA COGGINS’ VISIONARY JOURNEY REDEFINING COSMETICS
BY EBBY MAGAZINE
Embark on the Journey of Miranda Coggins: A Trailblazing Entrepreneur Redefining Beauty Standards Through Empowerment and Innovation
“YOU’LL CRY, YOU’LL LAUGH, AND YOU’LL JUMP FOR JOY—ALL ON THE SAME DAY SOMETIMES. THAT’S THE BEAUTY OF ENTREPRENEURSHIP; IT’S A JOURNEY FILLED WITH HIGHS AND LOWS, TWISTS AND TURNS.”
M I R A N D A C O G G I N S
Miranda Coggins, owner and founder of The Lano Company, parent company of Mirabella, Pure Cosmetics and Pure Lano
In the whirlwind world of cosmetics, where trends flutter like whispers on the breeze, one individual shines bright for their steadfast dedication to excellence, creativity, and inclusivity. Enter Miranda Coggins, the visionary force behind not just one but three thriving beauty enterprises: The Lano Company, home to Mirabella Beauty, Pure Lano, and Pure Cosmetics.
Miranda’s entrepreneurial odyssey didn’t commence in a plush corporate suite; it sprang from a place of necessity and ingenuity, a realm we can all understand. Following her daughter’s arrival, Miranda encountered the challenge of finding a lip balm that matched her exacting standards for safety and effectiveness. This personal quest ignited her mission to revolutionize the beauty realm. With sheer determination and a sprinkle of entrepreneurial magic, she birthed a healing lip balm infused with the nourishing essence of lanolin. This humble creation became the cornerstone of her beauty empire.
Fueled by her genuine passion for beauty innovation, Miranda broadened her horizons, introducing a line of lip glosses that seamlessly blended luxury with practicality. This bold move garnered accolades and paved the path for the meteoric rise of her ventures, Pure Cosmetics and Pure Lano. Miranda’s vision was to craft a comprehensive cosmetics line embodying her clean ingredients and professional-grade excellence ethos. In 2016, her dream materialized with the acquisition of Mirabella Beauty, reinvigorating the brand’s dedication to inclusivity and innovation, thus setting a new benchmark in the beauty domain.
Under Miranda’s guidance, Mirabella Beauty blossomed into a bastion of self-love and authenticity, championing diverse beauty standards through extensive shade ranges and skin-nurturing formulas. Yet Miranda’s influence transcends mere cosmetics. She seeks solace and inspiration within the artistic confines of her home studio, even venturing into the realm of golf to rejuvenate and connect amidst life’s trials. Her commitment to inclusivity and innovation isn’t just a strategic maneuver—it’s a personal crusade that resonates with us all.
Today, Miranda’s triumvirate of beauty brands is a testament to her unyielding commitment to empowering individuals through transformative beauty experiences. Each product mirrors Miranda’s vision of a world where beauty knows no boundaries, from the empowering messages etched into Mirabella’s eyeshadow palettes to the kaleidoscopic hues of Pure Cosmetics’ light-up lip glosses with LED lights and side mirrors.
Join us as we immerse ourselves in the captivating saga of Miranda Coggins, a true trailblazer in the beauty realm whose entrepreneurial spirit continues to reshape the cosmetics landscape, one empowering product at a time.
Miranda, your journey from crafting a simple lip balm to owning three successful beauty companies is genuinely inspiring. What was the driving force behind your decision to enter the beauty industry, and how did your journey unfold?
My journey into the beauty industry was a surprising detour from my background in the car industry, but it was fueled by a profound commitment to helping people with chapped lips. The discovery of lanolin’s miraculous properties came during a challenging time dealing with my own chronically chapped lips after breastfeeding my beloved baby girl in late 2003. In 2005, my entrepreneurial journey began, sparking a deep desire to create a solution, leading me to craft homemade lip balm on my kitchen stove. And as my husband jokingly reminds us, “It’s probably the only time our stove has ever been put to such good use!”
My journey from crafting two humble lanolin lip balms to birthing the hero product of our company, Pure Illumination Lip Gloss, under the Pure Cosmetics brand, is a testament to innovation, family inspiration, and relentless determination. With an unyielding dedication to quality, I meticulously blended our time-tested formula—comprising medical-grade lanolin, nourishing jojoba oil, sweet almond oil, and vitamin E—into a revolutionary lip gloss tube. But this wasn’t just any tube; it featured an LED light in the wand and a mirror on the side, setting a new standard for convenience and functionality. Infused with vibrant colorants, Pure Illumination Lip Gloss emerged as an unparalleled must-have beauty essential at that time. Adding a personal touch, the debut shade, “Pouty Pink,” was a charming creation by our then 5-year-old daughter, Milayna, symbolizing the fusion of family creativity and ingenuity. Today, “Pouty Pink” remains a beloved best-seller, embodying our innovative products’ enduring allure and steadfast commitment to excellence. Together with my husband and trusted business partner, CEO Layne Coggins, we’ve expanded our venture beyond lip balm, shaping The Lano Company into a beacon of clean beauty. We started to sell to salons and boutiques nationwide, and the light and the mirror advertised the product for us! Remember, this was BEFORE social media!
Your commitment to clean ingredients and effective formulas is commendable. How do you maintain this ethos while staying ahead in an ever-evolving beauty industry?
The driving force behind our decision to enter the beauty industry stemmed from a deeply personal experience that transformed into a mission. After witnessing the remarkable healing power of lanolin on my chronically chapped lips following breastfeeding, I realized there was a gap in the market for clean, effective beauty products that truly nurtured the skin. This realization ignited a passion within me to create solutions that addressed beauty concerns and prioritized health and well-being. Starting with The Lano Company in 2005, then Pure Cosmetics in 2011, next introducing Pure Lano in 2015, and finally acquiring Mirabella Beauty in 2017, we embraced a commitment to gluten-free, paraben-free, and talc-free makeup long before clean beauty gained widespread recognition. Mirabella, already a leader in servicing salon and spa professionals since 2002, is perfectly aligned with our values. Together, we forged ahead with our T.R.U.E TO YOU Beauty commitment, driven by the belief that beauty should be nurturing and empowering. Our mission transcends skincare and makeup; it’s a movement towards cleaner, more conscious beauty choices, leaving a trusted mark on the industry.
With the unwavering support of my husband and business partner, Layne Coggins, we navigated the challenges and triumphs of entrepreneurship, guided by our commitment to integrity and excellence. Each step forward was led by a desire to redefine beauty standards and empower individuals to make conscious choices for their skincare routines. As our company grew, so did our dedication to creating a positive impact on the industry, paving the way for a future where clean beauty is not just a trend but a fundamental ethos. With this dedication in mind, we meticulously select ingredients known for their purity and efficacy, ensuring that every product meets our rigorous standards. Additionally, we understand the importance of diversity and inclusivity in beauty, so we offer a wide range of shades to cater to all skin tones. Furthermore, staying ahead of trends is ingrained in our ideology as we continuously innovate and evolve to meet our community’s ever-changing needs and desires. With our focus on clean beauty, inclusivity, and staying ahead of the curve, we are proud to be at the forefront of the cosmetics industry.
Miranda, your story reflects resilience and determination. Could you share a pivotal moment in your entrepreneurial journey that tested your resolve and how you overcame it?
This one is difficult. How many obstacles did we have to overcome? Several…
In 2008, just as I was embarking on my journey with The Lano Company, the devastating ripple effects of the mortgage crash hit close to home as my husband faced an unexpected job loss. Instead of allowing ourselves to be overwhelmed by adversity, we viewed this as an opportunity to combine our strengths and push forward. Drawing on his wealth of knowledge and business acumen, my husband seamlessly transitioned into a pivotal role within the company as CEO, utilizing his skills to drive The Lano Company forward and navigate the challenging terrain, which included some of the biggest beauty distributors in the country. Our partnership not only withstood the storm but flourished amid the obstacles, turning what could have been a setback into a defining moment of resilience and innovation. After 24 years together, we transformed hardship into opportunity, laying the groundwork for a future filled with limitless success and shared victories.
My journey to bring Pure Cosmetics to the forefront of the beauty industry has been a rollercoaster of triumphs and trials. Initially, the prospect of appearing on Shark Tank seemed like a golden opportunity, but fate had different plans as scheduling conflicts emerged, prompting me to explore alternative avenues to showcase my brand’s potential. Turning to another reality show featured on CNBC, my team and I were caught in a tangled web of misrepresentation. Despite promises of support to grow Pure Cosmetics, we were tasked with launching a new brand, Pure Lano, under false pretenses. Despite our unwavering dedication and hard work, the harsh reality hit when we couldn’t meet production deadlines in time for the show’s airing, and the promised investment failed to materialize, although we had already spent the money to build out the brand. Despite these setbacks, my resilience and determination remain unshaken, serving as a testament to my unwavering spirit in adversity.
The importance of checking trademarks cannot be overstated, as evidenced by the tumultuous journey experienced by competition in the beauty industry. Despite diligently securing ownership and a trademark for Pure Cosmetics, the company was embroiled in a five-year legal battle when another brand attempted to rebrand as another very similar name. I’ll let you figure that one out! While ultimately victorious, the ordeal inflicted significant hardship on the company, resulting in slowed sales and a downturn in the once-booming brand’s trajectory. This experience underscored the industry’s critical need for thorough trademark checks and protection measures.
However, Layne seized the chance when the opportunity arose to purchase Mirabella Beauty—a renowned brand offering a full line of clean cosmetics. Recognizing the importance of a solid and unchallenged brand identity, the acquisition of Mirabella Beauty represented a strategic move to safeguard against future trademark challenges while simultaneously expanding the company’s portfolio with a respected and established brand while also fulfilling my lifelong dream of creating a full cosmetics line. This fed my relentless pursuit of beauty innovation and my love of creating products. In 2016, when Mirabella Beauty emerged on the market, it marked the realization of our vision as a company and the culmination of years of hard work and determination. Witnessing my unwavering passion and dedication, Layne recognized the significance of this moment and leaped at the chance to bring my dream to life. Together, we embarked on a journey to redefine beauty standards, with Mirabella Beauty leading the charge as a beacon of authenticity, purity, and innovation in the cosmetics landscape. Our marriage and partnership exemplify the power of shared dreams and unwavering support, propelling Mirabella Beauty to the forefront of the clean beauty movement.
A series of formidable challenges have marked the journey of our company, each one met with resilience, adaptability, and sheer determination. From the heart-wrenching delay of our breast cancer awareness campaign stuck at port for six months to the setback of not having product available for Pure Lano following the reality show, we have faced adversity head-on. Yet, through every trial and tribulation, we’ve emerged stronger and with more drive than ever. The launch of Mirabella Beauty in a 1500-store account with over $3 million in inventory marked a significant milestone, only to be swiftly followed by the onset of the COVID-19 pandemic, which saw our testers removed from shelves overnight. Despite these setbacks, we’ve learned to adjust and pivot swiftly, relying on our fantastic team’s resilience and our team’s unwavering support. Every error and every pain has become a lesson in dedication and grit, reminding us of the strength that lies within us when we pick ourselves up from our lowest points and forge ahead toward our vision of success.
When the COVID-19 pandemic swept across the globe, and testers were removed, presenting unprecedented challenges for businesses everywhere, we saw it as an opportunity for innovation and growth! We had a warehouse full of inventory and a determination to thrive despite the circumstances; my team and I pivoted swiftly, seizing the chance to fill a crucial gap in the beauty market. As major players like Sephora exited, JCPenney emerged with a fresh vision for their beauty space, seeking family-owned, minority-owned businesses with a track record of excellence. With over two decades of experience in the professional beauty industry, Mirabella was the perfect fit to become their prestige beauty brand. Expanding our shade range to cater to a diverse clientele, we embraced the opportunity wholeheartedly. Now, we proudly hold the title of JCPenney’s number one foundation brand and rank among the top five beauty brands out of over 160 competitors! When you’re down, you find a way to pivot, learn, and still get up and work every day!
Beyond business, you’ve delved into art and sports like golf. How do these passions contribute to your creativity and overall well-being?
From daydreaming among the aisles of Kansas City’s Hallmark about becoming an artist as a child to meticulously crafting every detail in packaging, formulas, and branding for my businesses, my journey has taken unexpected but fulfilling turns. While I may not have become the traditional artist I once envisioned, I’ve discovered that my artistic passion thrives in business and creativity. Beyond the demands of entrepreneurship, I’ve found solace and inspiration in the world of flow art. Transforming a spare bedroom into a studio, I immerse myself in the therapeutic process of creating geode works of art. Each stroke of color and swirl of movement brings me a sense of peace and fulfillment, infusing my corporate office with the vibrant energy of my artistic expression. Through this journey, I’ve realized that true artistry knows no bounds—it transcends mediums and manifests in our passion and dedication to every aspect of our lives.
When Layne proposed joining a golf club, I saw it as an opportunity for a fair exchange: if we were going to invest in the dues, I was determined to learn the sport, no ifs, ands, or putts about it. With a reluctant grip on the club and a determined gaze at the greens, I entered the world of golf. Now a proud member of the women’s 9-hole league, I may not be destined for the PGA Tour anytime soon, but I’m having fun, making new friends, and trying to make an impact (or should I say divots?) on the course. Despite my less-than-perfect swing, I relish the chance to escape the office each week, trading spreadsheets for sand traps and deadlines for divot repair. After all, if my golf game brings Layne a good laugh, isn’t that what marriage is all about?
Inclusivity and authenticity are central to your brands. How do you ensure your products resonate with diverse audiences while maintaining a genuine connection?
With over two decades in the salon and beauty industry, our focus was supporting salon customers, which didn’t require a large foundation shade range for success. However, when presented with the opportunity to become JCPenney’s prestige brand, we leaped at the chance to broaden our horizons. We embarked on a crazy but fun adventure to expand our shade range and underwent a complete rebranding, introducing sleek packaging and a cleaner aesthetic to appeal to a broader audience. At the core of our brand philosophy lie inclusivity and authenticity—not just buzzwords but guiding principles that shape every decision we make. Our commitment to diversity is evident in our innovative “Match My Makeup” tool, empowering individuals to find their perfect Mirabella products based on their unique skin tones and preferences. Transparency is also paramount to us, as reflected in our use of clean and ethically sourced ingredients across all formulations. We firmly believe everyone deserves access to high-quality beauty products that align with their values and celebrate their individuality. By merging state-of-the-art technology with genuine inclusivity and authenticity, we strive to create a beauty experience that resonates deeply with every customer.
With the success of Mirabella, Pure Lano, and Pure Cosmetics, what advice would you offer to aspiring female entrepreneurs looking to make their mark in the beauty industry?
Being an entrepreneur is undoubtedly a rollercoaster ride of emotions. It’s terrifying, yes, but it’s also exhilarating. There are moments of tears and worries about finances, but there are also moments of pure joy and triumph. Amidst the chaos of running a business, it’s crucial to carve out time for family, friends, and the support of your team members. You’ll cry, you’ll laugh, and you’ll jump for joy—all on the same day sometimes. That’s the beauty of entrepreneurship; it’s a journey filled with highs and lows, twists and turns. But through it all, I’ve learned to find joy in every aspect of life, whether on the golf course or in the boardroom. Every setback is an opportunity to learn and grow, and every success is a cause for celebration. So, I embrace it all—mistakes, challenges, and triumphs alike—and come out stronger on the other side, ready to take on whatever comes my way.
Your products feature inspiring shade names and uplifting messages. How do you believe beauty intersects with self-expression and empowerment for women?
As the creative director of The Lano Company and having worked with all three brands for over 11 years, Sam Kyle deserves credit for her integral role in shaping the brand’s spirit and product identity. We share a deep conviction that Mirabella products are more than mere makeup—they embody empowerment and self-expression. Our collaborative efforts have resulted in shade names and messages that resonate deeply with consumers, reflecting a unified vision for empowering women, men, and FOR ALL. Like yin and yang, our partnership generates ideas that harmonize seamlessly, enriching the brand’s offerings with creativity and purpose. Amidst the challenges posed by the pandemic, our commitment to helping individuals feel authentically themselves led them to meticulously name every shadow in the True to You Nude and True to You Buff collections with inspiring names. These names are reminders of inner strength, beauty, and individuality, encapsulating the brand’s dedication to fostering confidence and self-expression. By infusing beauty products with messages of empowerment, we at Mirabella hope to transcend as a makeup brand to become a catalyst for people’s self-confidence, empowering individuals to feel positive, authentic, and true to themselves in all aspects of their lives. Sam Kyle’s contributions to this endeavor are invaluable, underscoring her pivotal role in the company’s mission to empower individuals worldwide.
As a leader in the beauty industry, what initiatives do you undertake to foster a sense of community and support among women, both within your company and beyond? Was this another question that needed an answer?
As steadfast leaders in the beauty industry for over two decades, the Mirabella team and I have cultivated a reputation as trusted names, particularly within the licensed professional sector. With over 25,000 licensed professionals and over 1500 salons and spas across the US, Mirabella has long been dedicated to supporting licensed professionals and small businesses within the beauty community. Recognizing the importance of nurturing these businesses, we have gone above and beyond to provide invaluable support. In addition to our extensive product offerings, we have organized more than six annual training events, where artists and stylists gather for two days of comprehensive training. These educational events serve as a platform for professionals to showcase their artistry skills and celebrate each other at our now-legendary dress-up parties. Since taking the helm at Mirabella, we have launched initiatives like the free marketing support page, www.go-bella.com, which offers a wealth of resources and materials to assist professionals in effectively marketing their services.
Furthermore, we have fostered multiple closed Facebook communities, including one dedicated to supporting JCPenney and its associated salons. Through these efforts, we have demonstrated our expertise in the beauty industry and our unwavering dedication to uplifting and supporting beauty professionals to thrive in their craft. Our commitment to providing support extends beyond mere products, embodying a genuine desire to see the success and prosperity of every member of the beauty community we serve.
I strongly believe in the importance of supporting our community and understanding firsthand the transformative power makeup holds for women facing challenges. The Lano Company stands as an inspiring example of the true spirit of giving back to the community by donating over 3 million dollars worth of products to the National Association for the Exchange of Industrial Resources (NAEIR) by the end of 2023. With this generous donation, we aspire to continue our steadfast dedication to creating a significant impact in the lives of others. By donating such a substantial amount of product, we intend to provide essential resources to those in need and help organizations thrive and make a positive change in our communities.
You’ve achieved remarkable success while staying true to your values. How do you balance ambition with authenticity in your professional journey?
Ah, the wild rollercoaster ride of success—the journey filled with equal parts hardships and colossal wins. Staying grounded amidst the whirlwind of triumphs and trials requires a steadfast commitment to our values. And let me tell you, balancing ambition with authenticity in this professional journey has been like walking a tightrope blindfolded, especially when your business partner is also your husband and CEO! It’s like navigating a maze of decisions while simultaneously dodging flying coffee cups (thrown with love, of course). Who said entrepreneurship was supposed to be a walk in the park? We’ve learned to laugh through the chaos, embrace our quirks, and keep each other in check when one of us starts channeling our inner Gordon Ramsay. In the end, it’s the shared laughter, the occasional eye roll, and the unwavering support that keep us grounded—and that, my friends, is the secret sauce to surviving the wild ride of entrepreneurship with your sanity intact.
As much as I adore the work I do, I also look forward to the day when I can take a step back and enjoy some well-deserved rest. However, even in that eventual phase of relaxation, I’m deeply passionate about the legacy I hope to leave behind. Through my work, I aspire to empower women and men in ways that transcend the world of beauty. I want to leave a lasting impact by inspiring confidence, fostering self-expression, and championing authenticity. In the years to come, I envision continuing to empower individuals by sharing my wealth of knowledge and experience with aspiring entrepreneurs. Having never had a mentor myself, I understand the immense value of guidance and support, and I’m eager to pay it forward. My dream is to provide mentorship and resources to young entrepreneurs, helping them navigate the industry’s challenges and realize their dreams. By leveraging the insights gained over my 20+ years in the beauty industry, I hope to help grow the next generation of trailblazers and make a meaningful difference in their entrepreneurial journeys.
What do you do to feed your soul?
Feeding my soul involves a delicate balance of art, dress-up parties with friends, and dancing like no one is watching—especially when everyone is! There’s nothing quite like donning ridiculous costumes, busting out some questionable dance moves, and laughing until our sides ache. Whether we’re transforming into our favorite movie characters or channeling our inner disco divas, these dress-up shenanigans never fail to lift our spirits and create unforgettable memories. And let’s not forget the impromptu dance-offs that leave us breathless and in stitches. Who knew that unleashing our inner goofballs could be so therapeutic? So, if you ever glimpse a wild dance party in my living room, just know that it’s all part of my soul-nourishing regimen!
What’s your self-luxury?
This year, I decided to treat myself to the ultimate luxury: transforming our small mother-in-law quarters into a golf house extravaganza! With the help of the talented Sam Kyle, we embarked on a mission to create the ultimate golfing oasis. Picture this: stepping into a mid-century modern paradise with walls adorned in wallpaper featuring serene palm desert scenery. But wait, it gets better! You’ll find a state-of-the-art golf simulator, perfect for practicing my swing, rain or shine. And when I need a break from virtual golf, there’s a golden tee machine waiting to challenge me and my friends to some friendly competition. Who needs a trip to the country club when you have your golf retreat right in your backyard? It’s safe to say that my splurge this year was a hole-in-one!
{ MANTRA }
“My love for Pink isn’t just a passing fancy—it’s a full-blown obsession.”
“My love for Pink isn’t just a passing fancy—it’s a full-blown obsession. Each of her songs serves as a personal mantra, resonating deeply with me profoundly. I’ve taken my fandom to the next level, dressing up as Pink more times than I can count, complete with the signature pink hair and badass attitude. And let’s not even get started on the concerts. I’ve had the incredible opportunity to attend over 7.5 Pink concerts, though the story behind that 0.5 concert is one for the books. It involves a giant pink feather hat, a detour, and some very confused security guards. But hey, when it comes to me and Pink, even half a concert is better than none! If I had to pick JUST ONE song, it would be A MILLION DREAMS! .”
M I R A N D A C O G G I N S
