Nestled within the heart of Los Angeles, USC is home to innovative, young minds striving to make a name for themselves. The University sits at the intersection of ambition and creativity, and student-led businesses are an integral part of its entrepreneurship ecosystem.

Creative minds can be found everywhere, and here at USC, they’re hidden in plain sight: dorm rooms, online or at local flea markets. Whether it’s through nail art, makeup, handmade jewelry or other means, students at USC pursue their passions relentlessly — their endeavors fostering a culture of innovation that will continue to push creativity here on campus.

Kennedy Brabham, Lindsay Cho and Leiah Goode are all well-known business owners on campus. Now, let’s discover the stories behind their businesses.

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Ken’s Beauty Bar

For companies looking to enter the beauty sphere at USC, the competition on campus is steep — thriving businesses are everywhere, with some of them having been around for years.

However, Kennedy Brabham was not fazed when she got to campus. Having previously owned a secondhand clothing business in high school, Brabham is no stranger to the entrepreneurial world. Now, her peers largely know her from her beauty business, Ken’s Beauty Bar, which has been getting increased attention.

“When I came during welcome week, everyone was like ‘Oh my goodness, are you Ken’s Beauty Bar?’” said Brabham, a freshman majoring in cinematic arts, film and television production.

Brabham’s humble roots in the beauty industry can be traced back to sixth grade. As a self-taught makeup artist, she experimented with different styles and products within the comfort of her own bedroom. It was only later on in high school that she decided to take this hobby more seriously.

“I watched YouTube tutorials and built from there, and self-taught for a long time,” Brabham said. “But two summers ago, there was a beauty academy by my house … and I got certified there.”

Now, she’s transformed her passion for makeup into a profitable business that has opened doors for networking within the campus film industry. She recently joined a production set in the School of Cinematic Arts, where she worked as a makeup artist behind the scenes.

“It opens up opportunities in terms of connections, especially within SCA, and it allows you to meet different people that you otherwise wouldn’t have,” Brabham said.

Brabham is also grateful to be a part of such a supportive community, as she finds herself “constantly surrounded” by people who “want to see [her] succeed.” To any young, aspiring entrepreneurs thinking about starting their own business, Brabham’s advice is to “find something unique to you.” Embrace originality and take the gamble.

Todi Nails

When you search up @todinails on Instagram, you’ll be met with a page full of pastel-colored nail designs — all meticulously handcrafted by Lindsay Cho, a freshman majoring in business administration.

Nail art came as an unexpected hobby for Cho. After starting a small yet rewarding sticker business in high school, Cho’s creative ventures evolved and turned a new direction in college — painting nails.

“I started doing nails because my friend always had one coat of polish on, and she looked so put-together,” Cho said.

Since buying her first gel kit from Amazon, Cho has never looked back. Initially launching Todi Nails as a side hustle, she intended to only do nails in her free time for some pocket money; she never expected her brand to take off so quickly at USC.

“[Todi Nails] has been successful,” Cho said. “I think word of mouth gets around really fast, so it’s awesome … I’m booked for the next two weeks.”

Cho has found that her success can also be attributed to a talent for connecting with clients. According to Cho, the most enjoyable part of the business is the joy she finds in social interactions; meeting new people, she believes, has been a quintessential part of her college experience.

“My appointments are like a coffee chat in a sense. [My clients] just sit there for an hour or two, and I just talk to them,” Cho said. “Some skills I definitely [developed] were how to talk to people.”

However, she admits that it’s quite difficult to balance the heavy workload that comes from being both a full-time student and business owner.

“I put off my homework at night and [it] trips up my sleep a lot, because during the day I’m doing people’s nails,” Cho said.

Despite the challenges, Cho is dedicated to her business. The satisfaction of seeing her clients happy, and receiving Instagram shoutouts, reinforces the passion she feels for her work.

“I just really love doing nails,” Cho said. “And honestly, if time wasn’t precious in college, I would do it for free — I do enjoy it a lot.”

Summer Solstice

Leiah Goode has always loved arts and crafts, so it wasn’t a complete surprise when she turned beaded jewelry-making into a full-time venture at the encouragement of her friends.

“I started off making gifts for my friends during their birthdays,” said Goode, a sophomore majoring in psychology. “Later, I realized I could expand this and also make money from it.”

Thus, Summer Solstice — Goode’s online jewelry business — was born.

Goode loves the freedom that comes with running her own shop, which allows her to make money while keeping her schedule open. She feels that her academic commitments take up the bulk of her time, so Summer Solstice is a perfect fit, as it doesn’t require her to work on the clock.

“Running a small business is hard, but it’s also nice because you get to determine your own hours,” Goode said.

Collaborating with others is one of Goode’s favorite aspects of managing her shop. When setting up booths at flea markets, she often sells jewelry from other artists together with her own.

“[I really like] the collaboration and vending opportunities with clubs in and outside of campus,” Good said. “I also like to split my shop with other businesses, and it’s always fun to combine my efforts with someone else’s.”

For aspiring entrepreneurs, Goode suggests establishing a business in something that you are deeply passionate about.

“Do something that you enjoy,” Goode said. “Making money is definitely a plus, [but the best part is] making things that I love and meeting new people doing it.”