Carter Smith

Jacksonville, Florida

FREY'A Nordic Beauty
Personal LinkedIn Profile

What is your company description and what makes your company unique?

FREY'A makes the World's-First Antimicrobial Makeup Brushes.

In general, people don't wash their makeup brushes nearly enough. When brushes aren't washed, there is a buildup of dangerous bacteria on the bristles including E.coli, staph, and acne causing bacteria. Woman have been paralyzed and permanently mamed from using dirty brushes (

Researchers looked at lip glosses, eyeliners, beauty sponges, and other cosmetics and found 70% to 90% of these products had been contaminated with bacteria, including E. coli and Staphylococcus aureus, as well as fungus ( FREY'A bristles stay up to 99% microbe free continuously killing bacteria that sits on makeup brushes.

Since the inception of FREY'A we've seen several women overcome chronic acne. We are working to build out our brand of bacteria-killing beauty products from brushes to makeup sterilization kits.

How did you get into entrepreneurship?

My first company was a Christmas light installation company. I caught the entrepreneurship bug because I paid for a year of college within one month of starting the company. It's been full-steam ahead ever since.

I've started several companies now including a composite manufacturing company named "IsoTruss Industries." IsoTruss Industries produces the world's lightest and strongest material, IsoTruss ( We raised >$2M at a $20M valuation and I sold the company 3 years ago.

FREY'A is my first step back into entrepreneurship since then.

Why do you do what you do?

I love to create and I love to help others. FREY'A is a perfect intersection of those two interests. With FREY'A, we're able to create visually appealing products that can help people with their skin issues. We also donate 10% of our revenue to mental health charities, something my wife and I are very passionate about.

What tools, resources or books have you used to start and/or grow your business?

I'm a reader. I read a few books a month and have read a few books a month for several years now.

I studied Information Systems and Business Strategy at Brigham Young University where I took every entrepreneurship class I could and I won Student Innovator of The Year, the Miller New Venture Challenge, and second place at the California Dreamin Business Competition.

I've used the skills I've learned from reading and school, as well as consistent networking to help build FREY'A.

Why did you choose to locate your business in Florida?

My wife loves the warm weather! We were in Utah when we first got the idea, but we raised some money from Jerry Daniels and decided to come down. We love it here in Jacksonville!

What advice do you have for other entrepreneurs?

Take every chance you have to meet as many people as possible, and let everyone know what you're doing. Network with everyone. Look for ways to help others and they will look for ways to help you.

How can other entrepreneurs help you?

We're looking for distribution channels. We feel our product would be perfect for QVC and Home Shopping Network. We would think our product would sell great in dermatologist and plastic surgeons offices. Any connections for selling through these channels would be extremely helpful!


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