Kaity Smith (BBA ’24) has spent years sharing her acne journey online, building a following with nearly 300,000 followers and 25 million likes on TikTok and more than 90,000 followers on Instagram. Throughout her skincare journey, she realized that most skincare products were not designed with acne-prone skin in mind. Now, with the launch of her brand Acne Girly, the UMKC alumna aims to empower people by normalizing acne and redefining skincare. We talked to Smith about her entrepreneurial journey and the vision behind Acne Girly. 

What made you decide to start Acne Girly?

I was so tired of acne being marketed through shame. Why is every product ad zooming in on someone’s breakout or talking about ‘fixing’ your face? I wanted to create something that didn’t make people feel like they had to hide behind their acne. Acne Girly is for people who’ve felt overlooked by the beauty industry and just want products that meet them where they are.

What did you study at UMKC and how has that helped you with creating Acne Girly?

I studied business administration with an emphasis in marketing and entrepreneurship and minored in chemistry. I was also part of the E-Scholars program, which helped me build confidence when it came to representing my brand and staying true to it. My business background gave me the structure to bring Acne Girly to life, and the chemistry background helped me understand how formulations work, especially when it came to acne-prone skin.

What products can be purchased from Acne Girly? How did you decide on these products?

We’ve launched one product so far. Dottie is a hydrocolloid pimple patch that comes in a refillable case. I’ve personally tried almost every patch on the market, and my community already trusts my thoughts on what works. Patches have been a part of my routine forever as they’re effective, satisfying and low-effort. Dottie is my take on them— patches made for breakouts packaged in a way that feels intentional and elevated.

How did you get started as an influencer in the acne and skincare industry?

I started by posting college vlogs on YouTube, but when I moved to TikTok, that’s when things took off. Honestly, a lot of the early comments were negative. People would point out my acne, ask what treatments I’d tried and comment what I was doing ‘wrong.’ It could’ve made me stop posting, but instead I chose to show up anyway. I started answering questions, sharing what I’d been through and representing the acne girls who didn’t see themselves in skincare ads. From there, my platform grew naturally. I was consistent, like posting 10 times a day consistently, and made it a point to respond to almost every comment with a video. I’m mainly on TikTok, Instagram and YouTube.

What was the process of starting your own business like? Was it similar to building your brand as an influencer?

Honestly, it was a whole different beast. With influencer content, it’s mostly you and your camera. But launching a product means working with labs, designers, manufacturers and legal teams—it involves constant communication and decision-making. As an influencer, I built a brand based on me. With Acne Girly, I had to think bigger: how does this serve others? What does this brand stand for without my face on it? The stakes are higher, the to-do list is longer and you’re responsible for way more than just engagement. But at the end of the day, both are about building trust and showing up consistently.

What do you hope people experience after using Acne Girly products?

I want people to use our products and feel like they’re not alone in this—that their acne doesn’t make them less clean, less confident or less deserving of good skincare. I also want the experience to feel a little luxurious and feminine. The packaging, the textures and the tone of our brand are all intentional to make people feel like using our products is an experience in itself. People deserve skincare that supports their skin and looks beautiful while doing it.

What are your future goals and aspirations with Acne Girly?

I’d love to expand into makeup with products that don’t just cover acne but also actually respect it. I want Acne Girly to be a one-stop, reliable place any acne girly can go to and know the products were made with them in mind. Skincare, makeup and maybe even community spaces. My dream is to change the way people with acne experience beauty.