Krumbled Foods’ Keira Rumble chats exciting announcement

Sephora North America is celebrating the five year anniversary of its Accelerate Program with the exciting announcement of the 2020 Cohort. It’s the second time Sephora Australia has participated in the global initiative, providing one local female beauty entrepreneur exclusive access to an incubator-like business program with social consciousness. 

We’re excited to announce that this year’s Australian representative is Keira Rumble, founder of Krumbled Foods and Habitual Beauty. 

“Our goal with the Sephora Accelerate program was to not only help 50+ high-potential, women-led businesses get their big break, but to also create a lasting and sustainable community for all those involved to benefit from long after their participation in the program,” said Sephora Stands (D&I, Social Impact, and Sustainability) vice president, Corrie Conrad. 

“We are proud of what this program has accomplished in five short years, from helping dozens of individual businesses thrive, to creating personal and professional connections and education for all.”

BD sat down with the entrepreneur to chat about what it means to her joining the Sephora Accelerate Program, getting back to basics on business, and Rumble even teases the soon-to-be released flavours of its Krumbled Foods Beauty Bites.

Congratulations on joining the Sephora Accelerate Cohort, can you tell us what this means to you?

Thank you! I am very excited to be part of this year’s cohort. For me, to be able to align my brand with a brand like Sephora is an incredible opportunity to build Habitual Beauty. By learning and leaning on the expertise and guidance from mentors within the program is going to allow me to launch Habitual Beauty.

How does it feel representing Australia in the program?

Exciting! We have access to some incredible native ingredients that I can’t wait to showcase in some of our new products we are developing. 

Can you tell us a bit about Habitual Beauty and Krumbled Foods and why you decided to start the businesses?

Krumbled Foods began when I saw a gap in the market place to create a multi purpose, functional nutraceutical range specifically focusing on both skin and gut health. There is a lot of noise in the health food space, but a lot of brands that aren’t actually that healthy or functional, so I decided to do something about it.

Habitual Beauty is the slightly more refined beauty, nutraceutical and wellness brand, all running underneath the parent company Krumbled. 

What are you hoping to get out of the program?

Guidance, mentorship and connections and the opportunity to enter into the international marketplace. 

What are you most looking forward to learning about?

I am completely self-taught with the majority of my learnings from Krumbled Foods, I am excited to get back to basics and learn somethings that I may not have already learnt. Entering into the beauty space, I know will be a different ball game, so just sitting back, absorbing and learning will be an exciting thing for me to do. Sephora is a leader in the beauty game, so learning from the best in the biz will be invaluable. 

What's next for the brands?

Krumbled Foods, Beauty Bites have a very exciting few months ahead of us which I can’t wait to announce. Habitual Beauty has only just begun, we have already developed some amazing, new products that I know you will all love.

We are very excited to be working on not just inner beauty but also outer beauty (being a skincare obsessed person like myself, I am thoroughly enjoying being a guinea pig for our prototypes!).  

And finally, as a fan of Krumbled Beauty Bites, we just have to ask, when can we expect new flavours and any clues of what they may be?

Think chocolate! Similar to our bespoke white chocolate formulation, we have formulated a milk choc and dark choc coating, that has no added sugar, polys, or soy. We are hoping to launch these new flavours very very soon! 

Check out the latest from Krumbled Foods and Habitual Beauty here.

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