What begins as a side idea can sometimes become a defining purpose. For Monica E. Walls, founder of Keca’s Usna, that moment came when a childhood friend challenged her not to wait any longer on an idea she had carried since grad school, a lipstick brand rooted in identity, heritage, and self-expression.

From her early career in Silicon Valley HR to building a beauty brand inspired by her Croatian roots, Monica E. Walls’ journey is shaped by people, culture, and a deep desire to create something meaningful. Keca’s Usna is more than makeup, it is a celebration of real women, real stories, and the belief that beauty should feel as good as it looks.

“A side idea becomes purpose the moment you stop waiting and start.”

What inspired you to start Keca’s Usna?

I was doing a bit of consulting and taking a break from full time corporate work and a childhood friend said to me, ”look, you have had an idea for a lipstick since grad school and if you don’t do it now, you will never do it.” I gave him all the reasons why I could not; had a mortgage, single income household and he waved it off and said I would figure it out – and I did!

How did your Croatian heritage influence your brand and the lipstick shades?

Once I decide to do it, I wanted to do it from a personal view point and what better way to do that than to celebrate my heritage. All of my colors have a Croatian descriptor with and English color. For example, Krovište means rooftop in Croatian and all the rooftops are terra cotta so they look red. It is a fun way to name colors and bring a bit of Croatian language to my American brand.

You started your career in Silicon Valley—what made you decide to leave the corporate world and build your own business? 

People, culture and values have always been my passion and I am continuously inspired by the eclectic range of individuals I encounter on my travels. My journey began in Silicon Valley, where I worked as an HR leader alongside visionary CEOs, advocating for the value people bring to organizations. I infused my work with what spoke to my heart: volunteer efforts, community events, and championing causes like walk-a-thons, food drives, and women’s shelters. Yet, something was missing. I was tired of having to explain what seemed so obvious to me: treat people well and do something meaningful with personality and grace. It became clear that the excitement of building something from the ground up was what I truly enjoyed, and it was time to do that for myself. After extensive travel and exploration, my experiences, particularly in Croatia, left a lasting impression. This connection inspired the creation of my lip color collection, Keca’s Usna. I had tried various brands but found my favorites either sticky or short-lasting, while my go-to long-lasting lipstick left my lips dry. I wanted it all: a formula that was long-lasting, non-drying, and felt good. Keca’s Usna is a tribute to my heritage and journey, where each shade tells a story, celebrating diversity and connection while embodying the values I hold dear.

What problem did you want to solve when creating your lipstick formula?

I needed long lasting that was not drying and would not bleed outside my lip lines. I also wanted a gloss that was smooth and moisturizing without being sticky or gone in ten minutes. I could not find one brand that did all of that. For years, I had to plan what day I could wear the lip stain I used. My favorite long lasting could not be worn two days in a row or my kips would get so dry they would peel.

Your brand features real women as models. Why was that important to you?

From the very beginning, I wanted real women – who look like all the women we know. My first photo shoot was made up of five women; my niece, a friend and friends of friends. As I started to do more photo shoots, I knew I wanted to celebrate the amazing women that are either in my community or closer circle. These are the women who I spend time with, the women in my trusted circle, the women who come together to support each other, and the women who truly lift each other up. I am incredibly grateful that I get to celebrate and highlight the unique beauty in each one of us. I encourage ALL women to be their own bold self – for them!

“Keca’s Usna is identity, heritage, and confidence in a swipe.”

What does the name Keca’s Usna mean to you personally?

Keca was my nickname as a teenager and Usna is Croatian for lip – my brand name literally means Monica Lips.

Your brand is built around strength, faith, and love. How do those values show up in your work?

Keca’s Usna embodies beauty and inspiration through heritage and passion. Our lipsticks serve as a powerful expression of personal identity, culture, and the unique beauty in each of us. Keca’s Usna is deeply committed to creating an experience that empowers inclusivity and honors self-expression.

Strength. Faith. Love.

These are not just words; they are the heartbeat of our brand. Every shade we create is infused with purpose, designed to ignite confidence, celebrate individuality, and inspire you to embody your power unapologetically. When you wear our lip colors, you’re not just making a statement; you are the statement.

What makes your lipsticks different from other brands on the market?

As an affordable luxury lipstick, Keca’s Usna blends the best of both worlds, offering our users a swipe of indulgence that meshes seamlessly with their daily routines. My formulas solve real problems and make the wearing experience easier and more enjoyable for many lipstick lovers; they are hydrating and not sticky, long-lasting but smooth. We are committed to caring for the environment and our community, using recycled materials, and all formulas are gluten-free, paraben-free, and cruelty-free as well as vegan-friendly. 

Our positive customer reviews say it all: luxury feels good, and affordable luxury feels even better. After all, what’s more luxurious than a product that feels incredible, is thoughtfully made, and makes you feel good?

What has been the most rewarding part of building Keca’s Usna so far?

Building an amazing community of women. Every meeting I go to or group I visit or join, is full of smart, genuinely supportive, lovely women who help raise each other up. We do not need the carcass of someone we have slain to raise ourselves higher – we help each other climb and know there is enough room on our stages to share. We do this and encourage everyone to do the same.

What message do you hope people feel when they wear your lipstick?

It is simple – they look good because they feel good. A simple swipe of color can change your whole face.