As Co-founder and Chief Executive Officer of SWAN Beauty, Colby Mitchell is pioneering the next evolution of the at-home beauty experience: one powered by technology that feels deeply personal yet effortlessly intuitive.
 
Ms. Mitchell’s vision for SWAN Beauty emerged from her own bathroom, where frustration with toggling between tutorials, products, and platforms in search of better beauty and skin health education revealed a fundamental gap in the experience. She envisioned a mirror that could truly see, understand, and guide its user: a disruptive platform designed to demystify beauty and seamlessly merge technology with artistry. Combining her passion for beauty with her expertise in personalized care, Ms. Mitchell created SWAN Beauty to do what she has always believed beauty should do: help us build a deeper relationship with ourselves.
 
Leadership is a priority for Ms. Mitchell, with a focus on showing up consistently, purposefully, and in the places that matter most. Her commitment to impact has earned recognition as an Elite 40 Under 40 honoree and CATCH Hall of Fame Award recipient. For over 18 years, she has served on the board of CATCH Charity for Children's Night of Champions and has devoted seven years to mentoring through Big Brothers Big Sisters. She is also Owner and board member of AFC Toronto, a professional women's soccer team.