How She Got Here
Colby built SWAN Beauty because beauty never had what fitness already did, and she got there by building it herself.
The thing that's changed over time isn't her drive. It's the scale of what she's built, and the team she's built it with. Her creation, SWAN Beauty, is an interactive mirror designed to educate rather than overwhelm, now expanding fast since a viral moment last spring.
When Colby found herself overwhelmed by her own beauty routine, too many products, no idea what order they went in, no sense of what colors or contours worked for her face, her mission became clear. Beauty needed a guide, not another product.
The Pivot
"Why isn't there an interactive mirror that becomes your beauty companion, not just a gorgeous piece of hardware on your vanity, but something that actually educates you."
She spent four years building the answer to her own question, surrounding herself with a team exceptional enough to bring it to life. Somewhere in the building, ambition stopped meaning growth at all costs.
"I'm just as ambitious about building it with integrity as I am about growth."
The Cost of Building
In reality, the boardroom and the living room were never as separate as people assume. Some of SWAN's best ideas have come from Colby's own five kids, a stray comment, a question only a child would think to ask.
"My family, my kids, they've taught me as much about leadership as any boardroom has."
What looked like a distraction turned out to be some of her best research.
The Emotional Turning Point
There wasn't a slow build to recognition for SWAN, there was a weekend. Going into the Acquired Style moment, Colby expected brand awareness. What she got took over people's social feeds and felt, in her words, like a reality show.
"It was the first time the rest of the world caught up to what we already believed about SWAN Beauty."
Her Philosophy of Showing Up
For Colby, maintenance demands self-love as much as discipline. SWAN's own routine builder keeps her consistent with her AM and PM skincare, even as the person who built it.
"A little color, a little gloss on the lips, can go a long way. Sometimes self-care isn't a grand routine, it's a small ritual that makes you feel like yourself again."
Not every ritual has to be complicated to matter.
Why Colby Embodies 'On Her Time'
Colby's rhythm isn't typical, early workouts, late nights, a calendar that rarely repeats itself, but it holds. Soccer games and college tours still happen on the weekends, no matter what the business needs that week.
SWAN Beauty was born from an overwhelmed woman, a stubborn question, and the belief that beauty should teach, not gatekeep. Built, on her time.
Follow the Series
On Her Time celebrates women building lives and businesses rooted in clarity, courage, and sustainability. Stay tuned for our next feature.
And when you're ready to invest in your own maintenance, Pinch brings premium, at-home aesthetic care directly to you. Your space. Your schedule. Your standards.
Book your next appointment at bookpinch.com.