Meet the founder

For Kristina Soder, beauty has always been more than a passion; it’s a calling. Raised by women who embodied grace, strength, and authentic beauty, Kristina’s love for beauty, wellness, and style has been part of her story since the very beginning. After earning a degree in Apparel Merchandising, Business, and Entrepreneurship from Indiana University, she spent more than two decades shaping and elevating some of the most recognized names in the industry, including ELC (Estée Lauder Companies), Shiseido Group, Yahoo!, IPSY, Pixi, and many emerging brands.

Through these experiences, Kristina saw both the brilliance and the blind spots of the beauty world. She learned what works, what doesn’t, and most importantly, what truly matters: authenticity, intention, and purpose. Inspired to create something different, she founded The Beauty Koncierge (TBK), a premier beauty, fashion, and wellness consultancy designed to bridge the gap between personal rituals and brand strategy.

At TBK, Kristina helps individuals and brands define beauty their way through intentional strategies, curated experiences, and meaningful connections. Her mission is rooted in empowerment and fueled by the belief that anything is possible when passion meets purpose.

Today, Kristina continues to share her vision from her home base in Los Angeles, working with clients worldwide. When she’s not crafting strategy or curating experiences, you’ll find her in a Pilates or yoga class, walking her pup with her family, or gathering around a great meal with close friends, the very people who have supported and inspired her every step of the way.