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COSMETICS: Apriori's small, growing; creams, drink, tablets
Bored and restless six months into retirement, Candace Keefe decided to start Apriori Beauty LLC in 2009 along with Susan Twellman and Elizabeth Vervynck.
Laguna Hills-based Apriori Beauty seemed a natural path for Keefe and Vervynck, who got to know each other during their days at Irvine-based Arbonne International LLC, a makeup seller with yearly sales of about $375 million.
Twellman, a businesswoman who spent time in software and started her own wealth management company, knew Vervynck.
The three got together and gelled on the idea for starting Apriori Beauty. Six months later, they came out with a line of anti-aging skincare products and supplements.
Keefe is chief executive. Twellman is chief operating officer. Vervynck is chief marketing officer.
They used their own money as well as some from friends and family investors, Keefe said.
"When I decided to do this, I knew it would be in beauty," Keefe said. "It's my passion. When women look good, they feel good."
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