After an initial launch in the U.K., the direct-to-consumer brand is now officially coming to the U.S. — and Kilgore is not sure the states are ready. “We’re doing something that’s so radically different that people sort of can’t even believe it’s true. They can’t wrap their head around how you can get such incredible products for so little money.” For context, she explains, a box of seven or eight BEAUTY PIE products, including the membership fee, would cost about $100 for members. The market price for the same amount of products would be around $1,000. “I think once people hear about it, that’s going to be it — especially the beauty junkies of the world. I mean, if Texas gets wind of this, we’re done.”