Building a Legacy Through Beauty

"I hope people love the products as much as they love the stories behind them."

- Kecia Littman, founder of Lei Wai

For years, Kecia Littman carried the vision of creating her own beauty brand. Although the idea began in 2016, it wasn't until joining Kūkolu's Indigenous Women's Incubator in 2023 that she gained the mentorship, strategic guidance, and community support needed to transform that vision into a viable business.

Throughout the program, Kecia refined her brand strategy, strengthened her business model, and developed the confidence to present her vision. Her work earned her Kūkolu's $2,500 Pitch Competition Award, followed by a Lālāwai microloan that provided additional capital to invest in product development and prepare for launch. Together, these resources helped bridge the gap between concept and company.

As she developed her brand, every decision remained deeply personal. The name Lei Wai honors her late mother, whose career in the beauty industry first inspired Kecia's passion for makeup. Creating the brand became a way to celebrate her mother's legacy while building one of her own.

After leaving Pat McGrath Labs in 2024, Kecia dedicated herself fully to developing products rooted in quality, sustainability, and thoughtful design. Her debut collection of nourishing lip oils features kukui nut and macadamia nut oils, with shades named after the women who have shaped her life. Lei Wai officially launched on Mother's Day 2026, an intentional tribute to the woman who inspired it all.

Today, Kecia is expanding the brand into the wellness and spa market while continuing to create products that celebrate Native Hawaiian and Polynesian representation in beauty. Her journey reflects Kūkolu's commitment to pairing culturally grounded business mentorship with access to capital, empowering Native Hawaiian entrepreneurs to transform meaningful ideas into thriving businesses.