In 2005 there
When Emma started Killing Kittens 13 years ago, she wanted to create a brand that stood for women and what they wanted. Greater awareness of female sexuality and sexual freedom was slowly becoming more socially and commercially acceptable, but there was still a long way to go in an industry that claimed to be for women but run almost exclusively run by men. She knew that to empower women sexually, it had to be with a business that put them first.
She understands that a successful business can’t be built without a passion and a team who believes in it just as much, and that one must have fire in the belly to take on an industry that is almost universally run by men, like the adult and ‘sex-tech’ industries.
Unfortunately, there is still a huge amount of bias and misconceptions to address, but Emma has never once doubted her belief to lead the business and keep pushing the boundaries. It is true, sadly, that sexual discrimination is still alive and kicking in many sectors, across all levels, and many women struggle to be treated with the respect they deserve. She has learned that the best way to deal with the negativity is to stick to the facts, stick to the evidence; track your achievements, demonstrate your successes and let the facts and figures do the talking.
In 2018, she led the business through a funding round. The first ever public crowdfund for an adult sector brand of this nature and closed the round at 118% overfunded.
Most recently, she has launched Sistr, under the umbrella of the KK brands. Sistr, a dedicated platform for women to connect, share and learn from one another.
What inspired you to start Killing Kittens?
I founded Killing Kittens in 2005 in response to demand from young, independent and solvent single girls and couples who needed something more. Killing Kittens is the world’s most exclusive, decadent and hedonistic parties and female empowerment brand, fully focused on the pursuit of female pleasure for girls in control who know what they want.
Women exploring their sexuality was spoken about in society and whilst the TV
What are the key elements of a successful crowdfunding?
For the wearekk brand portfolio, consiting now of Killing Kittens, Safedate and Sistr there were three key elements;
- Timing: Ensure you have the time available to support the process, alongside the hands-on and day to day of your actual job!
- Valuation: Find a balance between not wanting to give away too much equity, with creating a ‘good deal’ for investors. As my initial raise was a brand new area for me, I relied heavily on my close team for reassurance when making the final decision to crowdfund versus accepting private funding
- Patience: You must have it! We launched
a first phase of our crowdfund campaign privately, to our community, by the end of day one we closed at 70% funded. From there we turned to the Seedrs platform and watched the clock tick. Just 28 days later we’d smashed through our target. However, the 28 days was a challenge…I questioned myself constantly; ‘have we got this right’, ‘why taking so long to raise…did I get that wrong,’ and so on. In the end, I found another challenge when had to say stop! No more investors,please . I have felt truly humbled by the process.
If I were to start the campaign again…
…Isn’t hindsight a wonderful thing, luckily, we successfully raised. There are always small things we would change, but nothing of any real significance. I think it was exactly the right campaign for our first raise.
Did you start all by yourself?
I started the business alone, just me. What began as a few parties, years before social media, female-focused apps
Years on however, my team is now made up of experts in their fields. The team, simply, are a group of gladiators who work incredibly hard to bring our events together, create new services and support our community. They believe in what they do and we have first-hand customer feedback that confirms that, for many women (and men!) we have helped transform their lives.
Who or what influences you?
So many different things across the media and the people I surround myself with. However, if I think back to the very first influence, it has to be my mother. She was an amazing army wife, having to move homes every two years and abroad most of the time. Everywhere we went she got stuck into the local community and
What have been some of the particular challenges of building a business in the adult industry?
There have been so many challenges. At different times I’ve faced different challenges but specifically, at the beginning of the Killing Kittens adventure I found there was a lot of resistance from men, who thought I was just a silly girl with a silly idea, and also, surprisingly at the time, from friends who didn’t agree with my vision for my business idea.
I persevered with my vision however and I’ve never looked back, particularly at those quick to criticise at the beginning.
Have there been any particular high points?
As a brand that continues to lead the charge in the female adult sector, Killing Kittens is the first brand in this sector of its kind to crowdfund publicly, after being turned away by every public platform, previously, numerous times.
Rather than accepting private equity investment we instead opted to offer the chance to invest in the brand to our own ‘Kommunity’ first, offering investors large and small who we truly believed would support the Killing Kittens vision to deliver unforgettable experiences that continue to inspire confidence, sexuality and femininity whilst continuing to push the boundaries for female expression. KK has always been about community so this seemed like the best fit for this first raise. I would rather have 300 investors all feeling part of the business than 5 city boys.
We had so many investors, from people I know personally to business associates, I have felt truly humbled by the process, to see so many individuals invest in my company is truly astonishing. I am so grateful.
What advice would you want to give women who are starting out?
I would suggest seeking a mentor as a starting point. Mentoring brings rich rewards to both parties and for those being mentored, it is a safe and trusted place to explore key areas of business and leadership challenges and find the belief and confidence that they can fulfi
However, choosing the right mentor requires careful consideration and this is where networking plays an equally crucial role so, secondly, network. Networking offers opportunities to connect and identify with a much wider community and its potentially rich resource of experience and expertise, but it requires sustained personal commitment and effort. Attending talks, conferences and workshops are all excellent ways to forge new connections both inside and outside of one’s network. But it is the prevalence of online communities, especially those that represent minority groups, which are starting to be a real game-changer in this area. They are rapidly changing the face of networking and mentoring as one of the most accessible and efficient ways to reach out to a niche source of inspiration, advice and support.
What is your favorite part of being an entrepreneur?
I have total, and absolute, freedom to be creative and generate my own ideas, without them being squashed by management or controlled in a way I hadn’t initially intended.
Personally, I’m a free spirit and it’s always been my maddest and craziest ideas that have been the most successful on a business level. I’m lucky to see my spirit, mindset and personal passions streamlining through the heart of all my businesses, if I weren’t an entrepreneur, I know I wouldn’t be this lucky!
What do you have to keep in mind BEFORE getting into entrepreneurship?
I don’t believe anyone decides to get into entrepreneurship, I like to think that entrepreneurs have a drive, spirit and level of positivity that just leads them into being an entrepreneur, almost without realising it. These traits lead to us wanting to fix industries, create new ideas and concepts, all whilst looking at the bigger picture and avoiding getting caught up in the chatter and detail. Most entrepreneurs do not do it for the money either, money is the byproduct of being a successful entrepreneur, so those entering the entrepreneurial pool shouldn’t expect to suddenly make millions, they have to do it for the passion and therefore need to be so passionate and focused about their idea and making it happen that everyone around you thinks they’re crazy!
Many will fail but I truly believe it’s the failures that really make an entrepreneur!
Do you believe in destiny or do you think you can control your fate?
I don’t believe that all good things come to those that wait, I genuinely believe that they come to those people that get out there and work their arses off, those that seize every opportunity, who constantly learn and want to continue to learn, be it from books, podcasts or networking.
I do have an insane faith in things happening for a reason however and that everything will work out but I think controlling your mindset, keeping positive, keeping driven and having an open mind can definitely help control your fate. There is always 2 ways to look at any picture, no matter how awful you think it is, try and find one positive, there is always 1 when you really look.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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