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Founded | 1998
Headquarters | Mukwonago, WI
Top Executives:
Brian Kaminski | Co-Founder
Linda Kaminski | Co-Founder
Cindy Monroe | President
Lynn Lippert | VP
Product Category | Beauty & Personal Care
Direct sales is always rooted in personal connection— it’s what sets the industry apart and consistently attracts new entrepreneurs to this time-tested business model. But for Linda and Brian Kaminski, direct sales is more than personal. It’s the throughline in the story of their lives. Everything about L’BRI, the company they built together, is deeply tied to who they are and how they’ve lived. And today, nearly three decades later, they’re more excited than ever to help others tell their own stories through the opportunity they built on dreams and diligence.
Direct Sales from the Start
Newly married and ready to build their life together, Linda and Brian were introduced to direct sales in their early 20s, at the very start of what would be a lifetime in the industry. Linda quickly built a thriving beauty business, achieving massive success within her first few years, while Brian worked in an aluminum foundry and cheered his young wife on from the sidelines—all while quietly studying the industry from his vantage point.
As Linda’s direct sales career grew, the couple saw the tremendous potential her business could have on their lives and the dreams they had for the future.
“We earned a car,” Brian shared. “Our family had never had a brand-new car, so we got a Ford Thunderbird. Oh my gosh—it was like we won the lottery. Linda was getting awards. We were traveling and living the American dream.”
After many years in the field with the same company, Linda and Brian’s dreams took a detour when the company suddenly closed. Linda took all she’d learned in two decades of top sales and built a new business with another company, only to watch that business close its doors as well. After yet another rebuilding with a third company, the couple had seen and experienced too much—financial instability, a revolving door of corporate leaders and a disappointing lack of transparency.
But they’d also seen too much possibility to leave the industry for good.
“When you have twenty years of these incredible life-changing experiences, it just calls to you,” Brian shared. “People always say, once direct sales is in you, you can’t get rid of it. We looked back at all the wonderful things and realized we had the most stability and success when we were in the field with skincare and cosmetics. We finally decided to start our own company.”
Not only had Linda and Brian achieved incredible success in selling personal care products, but they’d also seen how powerful a specific ingredient could be—one that served as the inspiration for the new business they would dream up together.
An Aloe-Powered Vision
As Linda was building her first direct sales business, Brian’s work in an aluminum foundry resulted in a tragic accident that landed him in the burn unit of their local hospital. Suffering from burns across his body from molten aluminum, Brian spent weeks recovering with little improvement until Linda chose to treat his wounds herself with Aloe vera barbadensis, most widely known as aloe vera. Brian’s doctors and nurses were amazed at the results and how quickly his burns were healing.
Three companies and many years later, Linda and Brian looked again to the power of aloe to regenerate—but this time, they applied it to their business. They knew they wanted to build a company that could heal what they’d experienced in Linda’s past direct sales efforts. They dreamed of a place where entrepreneurs would feel safe to build businesses, trust their leaders and expect stability and transparency from the corporate team. That’s exactly what they did and have continued since they launched L’BRI in 1998.
“We’ve been very conservative with our finances because of what happened to us when we were in the field,” Brian explained. “We didn’t want our field, our customers, our leaders, to have to go through those challenges. Just like a parent, you want your kids to have it better than you did.”
Debt-free and fully owned by Linda and Brian with no outside investors, L’BRI is home to a ever-growing contingent of thriving consultants and happy customers.
Aloe continues to be at the heart of the product portfolio which includes skincare, hair care, body products, makeup and health and wellness items, as well as specialized lines for men and children.
“It’s all about the aloe,” Brian said. “Nearly everything on the market today in the world is water based, meaning water is the first ingredient in the product. But because of our aloe vera experience when we started L’BRI, we made aloe vera foundational to our product line and the cornerstone of everything we do. It’s really our biggest—and best—differentiator.”
The Best is Yet to Come
Linda and Brian took everything they learned in their first two decades in direct sales and dreamed up something that would bring aspiring entrepreneurs the stability, transparency and lifelong opportunity they wanted for themselves.
“We treat it like a big responsibility of a family,” he explained. “We look at our customers and our consultants and our leaders like our kids. We’re very protective of the company and very conservative, just so they have a good, long, healthy, happy life at L’BRI.”
They chose to do things differently than some of their peers—like discouraging building up inventory and not offering autoship—gambles that didn’t just pay off but paid it forward in consultant and customer loyalty. Today, 71 percent of L’BRI’s orders are repeat customer orders; its return rate is less than one percent; and 74 percent of orders go to real end-user customers, which, according to Brian, is “just naturally how we did business.”
Dedicated to doing the best they can for their field, the Kaminskis continue to make choices that equip and empower the entrepreneurs who call L’BRI home, including investing in new technology. This year, their investments include launching Shopify, a shoppable catalog, Spanish speaking customer service, live shopping experiences and an AI skincare advisor.
But perhaps the most exciting development at the company is the addition of Cindy Monroe, founder of Thirty-One Gifts, as L’BRI’s new Executive Vice President of Strategic Growth.
“Cindy has had such tremendous success,” Brian shared. “She’s so smart, so innovative. We’re excited about fresh ideas, her work ethic, her energy, her positive attitude.”
Cindy shares their enthusiasm and ideals. “L’BRI represents everything I believe in—authentic connection, integrity and products that deliver. This isn’t just a business; it’s a chance to empower others and make a meaningful impact.” Linda and Brian are so proud of the company they built together, humbled by its consistent growth and excited about what’s next for the dream they brought to life.
“We never wanted to be the biggest company in the world, but we wanted to be one of the best,” Linda Kaminski, Co-Founder said. “That’s probably what we’re the best at—consistent healthy growth.”
From the September/October 2025 issue of Direct Selling News magazine.
