Nurse Becomes Beauty Mogul After Launching Skincare Side Hustle From Her Bedroom — Now It's a $100M Brand

Jordan Harper never planned to be a beauty mogul. In 2015, the Tennessee-based nurse practitioner began sharing clinical skincare advice on Instagram — simple, evidence-based tips that cut through the noise.

A decade later, that small act of service has transformed into Barefaced, a fast-growing skincare brand reportedly valued at over $100 million (£74.4 million), praised for its science-first formulas, minimalist ethos and viral online community.

Harper's journey from scrubs to CEO is rewriting what modern entrepreneurship looks like — proof that purpose can scale into profit.

The Idea That Started It All

Working in aesthetic medicine at Knoxville, Harper saw a recurring problem: patients drowning in misinformation. Rather than chasing trends, she began demystifying active ingredients and realistic routines on social media. Her background in clinical nursing gave her rare credibility — followers trusted her honesty over influencer hype.

By 2020, Harper had built a loyal audience and decided to turn advice into action. She maxed out zero-interest credit cards and launched her first Barefaced line from her bedroom, funding production entirely through Instagram pre-orders. Within hours, stock sold out. What began as education had evolved into a movement for transparency and simplicity. Barefaced grew into an eight-figure business within a single year.

Barefaced's Philosophy: Less, But Better

Harper structured her brand around one rule — fewer products, higher efficacy. Each formula had to earn its place, backed by dermatological research and real-world results. When a $100,000 shipment of eye patches arrived below standard, she scrapped it rather than release a flawed product. 'Trust comes before profit,' she told followers in a live Q&A — a principle that still defines Barefaced's reputation.

The Power Of Authenticity And Community

Unlike traditional beauty marketing, Harper's growth came organically. She posted candid updates, mistakes included, explaining every ingredient choice and product delay. Customers didn't see a faceless label — they saw a practitioner guiding them through the noise. That transparency converted engagement into loyalty; Barefaced now ships globally with more than 1.5 million units sold, fuelled largely by repeat buyers and word-of-mouth referrals.

Scaling Challenges And Strategic Growth

Explosive success brought new complexity. Harper quickly hired an operations team, lab chemists and executive leadership to manage production and logistics. She credits her medical discipline — precision, empathy and evidence-based thinking — for keeping the company grounded amid rapid growth. While she remains the face of Barefaced, she continues to appear online, educating rather than promoting.

A Blueprint For The Modern Entrepreneur

Barefaced proves that brands built on authenticity can still dominate in a saturated market. Harper's formula — purpose over hype, education over ads — resonates with a generation demanding honesty from the beauty industry.

From a one-woman bedroom start-up to a global skincare powerhouse, her story underscores a new truth in business: when trust compounds, revenue follows.