Red Aspen's Mission

Inspire women to stand up, stand out, and stand together by uniting passion with purpose.

Our Values

Our name, Red Aspen, is actually tied to our mission statement. In nature, you never see a single aspen tree standing alone. You always see a grove, and that’s because aspens share a common root system. Aspen trees stand up and stand out, but they ultimately stand together as one unified group. They rely on each other to flourish, and it’s through teamwork that they grow. See the comparison? Red Aspen business owners stand up with their own independent businesses, but the magic really happens when teams choose to work together.

This post wouldn’t be complete without mentioning our four core values:

Our Story

Red Aspen is a female-founded social-selling beauty company based in Meridian, Idaho. In 2017, sisters Jesse McKinney and Genie Reese, and their good friend Amanda Moore set out to create their own social selling beauty company. They started with a dream, some inspiration, a lot of hard work with the goal of bringing Red Aspen - the mission, the products, the opportunity - to Brand Ambassadors around the country.


In October 2017, Red Aspen debuted their beauty solutions brand and began welcoming Brand Ambassadors across the country to join as part of their founding sales team. Initially launching with only 6 false lashes and a dream, Red Aspen soon took off and became one of the fastest-growing companies in the United States. But it wasn’t always glitz and glamour - Red Aspen’s humble beginnings included a one-bedroom apartment that doubled as an office space and a team of women determined to make their mark.
Over the next few years, we grew in number - increasing the number of teammates working at our Treehouse HQ, and the number of Brand Ambassadors selling Red Aspen! We also launched dozens of new beauty products, including our press-on nails.


Nothing, however, could have prepared the team for the COVID pandemic in 2020. With everyone in the country sheltering at home, women needed at-home self-care and beauty products more than ever before. Salons were shut down, spas were closed, and yet women still wanted to feel beautiful. Red Aspen Nail Dashes and faux lashes allowed women to continue their beauty routines at home, while achieving salon-quality results at a fraction of the cost.

Our Journey

After experiencing such hypergrowth, Red Aspen has continued to expand its Brand Ambassador community, product catalog, and positive impact on the lives of women across the country. Throughout it all, our community and products continue to inspire women to stand up, stand out and stand together by uniting passion with purpose. As of today, Red Aspen has surpassed $100 million in lifetime sales, reached a Brand Ambassador community of over 14,000 and is supported by a growing Treehouse Team in Meridian, ID.
Year 12017
  • Red Aspen is born with a dream of inspiring women.
  • In the first 6 weeks, Red Aspen reached $400,000 in revenue and broke even financially.
  • Brand Ambassador community reaches over 1,000 and the product catalog reaches 30. 
Year 22019
  • Treehouse team continues to grow.
  • We have at least 1 Brand Ambassador in every state.
  • Host the first Girls Weekend in Salt Lake City, UT.
  • We move out of our first-ever office space (aka Genie's apartment).
Year 32020
  • Pandemic sales skyrocket & we have our first-ever million dollar month!
  • We extend the Brand Ambassador opportunity to 10,000+ nationwide.
Year 42021
  • Ranked by Inc. 5000 as one of the fastest growing companies in America.
  • We hosted our 1st Dreamwork Incentive Trip to Cancun!
Year 52022
  • We set a record with a 4-minute Nail Dash sellout!
  • We broke ground on a new (pink) Treehouse HQ.
Year 62023
  • This year we are celebrating 6 years of empowering women to stand up, stand out, and stand together by uniting passion with purpose!
  • We welcomed new members to our growing Red Aspen team.
  • We moved into our new incredible Treehouse HQ.
  • We've continued to develop iconic new beauty and skincare products to our product line.

A message from the founders

You, my friend, are meant to do big things, and we can't wait to watch your Red Aspen adventure unfold. Our best advice as you start your journey? Never be afraid to be smart. Surround yourself with people that inspire you. Make your own luck. Know that girl power is about teamwork, not competition. When someone says, "You can't," the best response is "Watch me!" And finally - wake up, kick butt, repeat.