By  on February 27, 2009

The prettiest girl is sometimes the loneliest person in the room.

Nancy Jarecki, founder of two-year-old personal care company bettybeauty Inc. wants to take business to the next level. She said pending opportunities include signing on with a major mass merchant, which would significantly increase her firm’s annual $1 million in revenue. But given her firm’s small size and limited staff, she said she is unable to meet such a goal. Investment firms, she said, haven’t yet come knocking on her door.

“We are kind of like that girl at the dance that everyone thinks gets asked to dance all the time, but doesn’t,” said Jarecki.

In the meantime, the New York-based maker of home hair color products for “the hair down there” keeps plugging along, coming up with new items that seem to be a natural extension to her original idea. The latest is Ready Betty The Ultimate Stylin’ Kit, which includes Bare Betty, a depilatory cream for the bikini area, scissors and eight stencils to allow for shapes to be crafted. Ready Betty rolls out to 500 of betty’s 5,000 retail partners, such as Zitomer and Duane Reade, next month and will sell for $14.99.

“People who are devoted waxers won’t give [waxing up entirely] but maybe will give up some of the services they pay for in the salon. In this economy, Ready Betty will help people take care of themselves,” said Jarecki.

Jarecki said she worked with a chemist to develop a formula that had a very neutral scent, as odor was one of the top complaints users of home depilatories complained about.

“We found out through bikini product users they can’t stand the smell of the products that are out there. It’s a deal breaker,” said Jarecki, who added she expects Ready Betty to generate about $500,000 in sales for the balance of 2009.

Bettybeauty took the beauty world by storm — and surprise — when in 2007 it launched nine shades for the hair down there, including a hot pink number. Last year, the company followed up with Malibu Betty, a bright, aqua blue shade, and Blonde Betty, which has a sandy blonde hue. There’s also a Bridal Betty available, which includes the Malibu Betty shade (for that “something blue”), complete with wedding-themed stencils such as a dove and a heart. A men’s line is out, too. In May, the company captured CEW’s Indie Award.

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