1 00:00:10,705 --> 00:00:15,265 Speaker 1: You're listening to a MoMA Mia podcast. Mama Mia acknowledges 2 00:00:15,305 --> 00:00:18,345 Speaker 1: the traditional owners of land and waters that this podcast 3 00:00:18,465 --> 00:00:24,425 Speaker 1: is recorded on Makeup is My Therapy. I'm obsessed and 4 00:00:24,465 --> 00:00:30,665 Speaker 1: I don't even feel guilty of body. Hello and welcome 5 00:00:30,705 --> 00:00:33,665 Speaker 1: to the formula. I'm Kelly McCarron, and today I'm chatting 6 00:00:33,665 --> 00:00:36,905 Speaker 1: with the one and only Susan Yarra, founder of Notorium 7 00:00:37,545 --> 00:00:41,865 Speaker 1: and someone with two decades I think over two decades 8 00:00:42,345 --> 00:00:47,265 Speaker 1: of industry experience. You are such beautiful skill. But how 9 00:00:50,225 --> 00:00:53,625 Speaker 1: let's get straight into talking about beauty though. So welcome Susan, 10 00:00:53,785 --> 00:00:57,545 Speaker 1: As I've already gleefully said, I'm just so excited. And 11 00:00:57,585 --> 00:01:00,905 Speaker 1: the ubis are going to like when I tell you 12 00:01:01,185 --> 00:01:04,865 Speaker 1: that this is probably going to be their favorite episode. Yeah, 13 00:01:04,865 --> 00:01:06,785 Speaker 1: they're going to be just so excited. 14 00:01:06,905 --> 00:01:09,825 Speaker 2: No pressure, no pressure, pressure. But with the ubi's that 15 00:01:09,865 --> 00:01:11,225 Speaker 2: you call them newbies, by the way. 16 00:01:11,185 --> 00:01:11,825 Speaker 1: Isn't it cute? 17 00:01:11,905 --> 00:01:12,265 Speaker 2: So cute? 18 00:01:12,305 --> 00:01:15,305 Speaker 1: I think they didn't like it, like people here didn't 19 00:01:15,345 --> 00:01:17,025 Speaker 1: like it to begin with. But I was like, guys, 20 00:01:17,185 --> 00:01:19,145 Speaker 1: it's fun to have like a little bit of a nickname. 21 00:01:19,185 --> 00:01:23,385 Speaker 1: I reckon, Yeah, you had a decade as a beauty journalist, 22 00:01:23,585 --> 00:01:27,465 Speaker 1: which gave you incredible inside a goss that other brand 23 00:01:27,585 --> 00:01:30,225 Speaker 1: founders or people that are sort of thinking about getting 24 00:01:30,265 --> 00:01:33,545 Speaker 1: into the industry that be obsessed to the kill for it. 25 00:01:33,945 --> 00:01:37,825 Speaker 1: Did you always plan on using your time reviewing as 26 00:01:37,945 --> 00:01:43,385 Speaker 1: market research? And what happened when you decided to create Noturium? Like, 27 00:01:43,385 --> 00:01:44,905 Speaker 1: can you walk us through that process? 28 00:01:44,985 --> 00:01:46,905 Speaker 2: Well, you know, I never intended to create a brand 29 00:01:46,905 --> 00:01:49,065 Speaker 2: because the thought of creating a brand seem like torture 30 00:01:49,105 --> 00:01:50,985 Speaker 2: to me. Right there are already plenty of brands on 31 00:01:51,025 --> 00:01:52,985 Speaker 2: the market. It's a lot of work. It's a lot 32 00:01:53,025 --> 00:01:56,425 Speaker 2: of work. The chances of it actually succeeding are really 33 00:01:56,425 --> 00:01:58,665 Speaker 2: slim since there are so many brands out there. I mean, 34 00:01:58,705 --> 00:02:01,345 Speaker 2: we see so many celebrity and influencer brands that don't 35 00:02:01,385 --> 00:02:04,865 Speaker 2: make it right. And so it never was an intention. 36 00:02:05,425 --> 00:02:07,385 Speaker 2: I always thought, I just want to be I truly 37 00:02:07,385 --> 00:02:10,585 Speaker 2: started as a news journalist and then eventually made my 38 00:02:10,625 --> 00:02:13,705 Speaker 2: way into beauty and it was from there that you know, 39 00:02:13,745 --> 00:02:15,985 Speaker 2: it started to click for me a lot. And you know, 40 00:02:16,025 --> 00:02:17,945 Speaker 2: it's funny every time I meet, like yesterday, we did 41 00:02:17,945 --> 00:02:20,745 Speaker 2: a media day with press and so this is like 42 00:02:20,785 --> 00:02:23,385 Speaker 2: the traditional beauty editors and stuff, and we always laugh 43 00:02:23,505 --> 00:02:26,025 Speaker 2: because it's the same story. I'm sure you've experienced this too. 44 00:02:26,065 --> 00:02:27,945 Speaker 2: It's like you meet a founder and they say, you know, 45 00:02:28,025 --> 00:02:30,305 Speaker 2: I created this because this didn't exist in the market, 46 00:02:30,345 --> 00:02:33,865 Speaker 2: but we've been pitched this same concept a thousand times, 47 00:02:33,865 --> 00:02:36,425 Speaker 2: like well, like I was just told that yesterday by 48 00:02:36,465 --> 00:02:38,705 Speaker 2: another brand founder that was to the market, you know. 49 00:02:39,025 --> 00:02:41,545 Speaker 2: So I didn't want to follow that kind of a path. 50 00:02:41,625 --> 00:02:44,185 Speaker 2: It was to me it was really important to educate. 51 00:02:44,465 --> 00:02:47,585 Speaker 2: When I started as a YouTuber, right, I had really 52 00:02:47,585 --> 00:02:50,065 Speaker 2: start to focus in on cosmetic treatments towards the very 53 00:02:50,185 --> 00:02:51,865 Speaker 2: end of being a beauty editor, and I was at 54 00:02:51,905 --> 00:02:54,905 Speaker 2: a magazine called New Beauty Magazine, and there we were 55 00:02:54,945 --> 00:02:59,385 Speaker 2: really focused on plastic surgery and in office treatments and skincare, right, 56 00:02:59,785 --> 00:03:01,705 Speaker 2: And that's where it clicked for me that there were 57 00:03:01,745 --> 00:03:04,385 Speaker 2: a lot of people that didn't know what was available 58 00:03:04,385 --> 00:03:07,145 Speaker 2: to them that celebrities were always doing. So that was 59 00:03:07,185 --> 00:03:09,025 Speaker 2: a big driving force for me when it came to 60 00:03:09,025 --> 00:03:11,105 Speaker 2: starting my utibe tube channel. Is I really wanted people 61 00:03:11,105 --> 00:03:13,665 Speaker 2: to know what options they had because back then you 62 00:03:13,665 --> 00:03:15,705 Speaker 2: couldn't even get a celebrity to admit they had botox. 63 00:03:15,785 --> 00:03:18,625 Speaker 2: Right now we have facelifts being admitted left and right 64 00:03:18,665 --> 00:03:19,785 Speaker 2: from people like Chris Jenner. 65 00:03:19,905 --> 00:03:22,145 Speaker 1: Still a lot of people are very sacretive, aren't they. 66 00:03:22,145 --> 00:03:22,585 Speaker 1: That's true. 67 00:03:22,665 --> 00:03:24,585 Speaker 2: Yeah, we have no idea what Jaylo's ever done besides 68 00:03:24,625 --> 00:03:25,065 Speaker 2: olive oil. 69 00:03:25,345 --> 00:03:27,425 Speaker 1: Olive oil exactly. Oh okay. 70 00:03:27,745 --> 00:03:29,985 Speaker 2: So it was never the intention to start a beauty brand. 71 00:03:29,985 --> 00:03:32,185 Speaker 2: It was always to educate people and really give them 72 00:03:32,225 --> 00:03:35,185 Speaker 2: the information they needed so they can make some informed decisions. 73 00:03:35,545 --> 00:03:39,145 Speaker 1: And what moment though, did you go, oh, I kind 74 00:03:39,145 --> 00:03:41,145 Speaker 1: of need to do this or I want to do this. 75 00:03:41,585 --> 00:03:44,305 Speaker 2: It was probably midway through the channel. The channel is 76 00:03:44,745 --> 00:03:47,265 Speaker 2: a little over I want to say, it's like twelve 77 00:03:47,345 --> 00:03:50,145 Speaker 2: years old now, and it was probably midway through. We 78 00:03:50,145 --> 00:03:53,025 Speaker 2: were about at like six hundred thousand subscribers at the time. 79 00:03:53,545 --> 00:03:56,545 Speaker 2: It really started to click when I started skincare reaction videos, 80 00:03:56,705 --> 00:03:59,345 Speaker 2: because I had been educating on skincare and cosmetic treatments 81 00:03:59,345 --> 00:04:01,705 Speaker 2: for a few years at that point, but there was 82 00:04:01,825 --> 00:04:04,945 Speaker 2: something about these skincare reaction videos where it started to 83 00:04:04,985 --> 00:04:07,145 Speaker 2: click for everyone on how they should be using their 84 00:04:07,185 --> 00:04:09,985 Speaker 2: skincare products. And it dawned on me. It was because 85 00:04:09,985 --> 00:04:11,905 Speaker 2: there was this like education portion of it, and then 86 00:04:11,945 --> 00:04:14,825 Speaker 2: there was an entertainment portion of it, and every celebrity 87 00:04:14,865 --> 00:04:17,145 Speaker 2: that I was reviewing, they were doing a lot of 88 00:04:17,185 --> 00:04:19,385 Speaker 2: the same mistakes and using the same types of products, 89 00:04:19,665 --> 00:04:22,025 Speaker 2: and so people were starting to see like, Okay, this 90 00:04:22,105 --> 00:04:24,385 Speaker 2: is making sense to me now. And once that really 91 00:04:24,425 --> 00:04:26,705 Speaker 2: started to happen, then people started saying to me, well, 92 00:04:26,745 --> 00:04:29,145 Speaker 2: why don't you start a brand. So when I started 93 00:04:29,185 --> 00:04:31,545 Speaker 2: looking at the market, when I have all the analytics 94 00:04:31,785 --> 00:04:33,985 Speaker 2: from my own YouTube channel and social media, I can 95 00:04:34,025 --> 00:04:36,905 Speaker 2: see what price point people are spending, what retailers they're 96 00:04:36,905 --> 00:04:39,705 Speaker 2: shopping at, what types of products they're gravitating towards, what 97 00:04:39,785 --> 00:04:43,225 Speaker 2: kinds of ingredients they're interested in, what skin issues they have, right, 98 00:04:43,305 --> 00:04:45,025 Speaker 2: So I started looking at that a little bit. But 99 00:04:45,065 --> 00:04:47,945 Speaker 2: then I started looking at the existing brands on the market, 100 00:04:48,185 --> 00:04:50,345 Speaker 2: and what really stood out to me was that we 101 00:04:50,385 --> 00:04:53,225 Speaker 2: didn't need another beauty brand or another skincare brand, but 102 00:04:53,345 --> 00:04:56,225 Speaker 2: what we could use was another brand that fixes all 103 00:04:56,225 --> 00:04:58,945 Speaker 2: these little tiny issues that we complain about all the time. 104 00:04:59,065 --> 00:05:01,785 Speaker 2: So every product that we've created for Anitarium, they're really 105 00:05:01,825 --> 00:05:05,945 Speaker 2: thoughtfully formulated. We say that they're biocompatible, meaning that they 106 00:05:06,025 --> 00:05:09,465 Speaker 2: are compatible with your skin. Right, your skin recognizes the ingredients. 107 00:05:09,505 --> 00:05:13,625 Speaker 2: We use technology like encapsulation, but we use pH levels 108 00:05:13,745 --> 00:05:15,465 Speaker 2: that are a little bit more comfortable for your skin. 109 00:05:15,665 --> 00:05:17,625 Speaker 2: And actually an editor asked me this yesterday. She's like, 110 00:05:17,625 --> 00:05:20,225 Speaker 2: if that's the case, then why don't all brands formulate 111 00:05:20,225 --> 00:05:22,985 Speaker 2: at a pH level that's comfortable for your skin? And 112 00:05:23,025 --> 00:05:24,465 Speaker 2: I said to her, well, if you think about like 113 00:05:24,465 --> 00:05:28,025 Speaker 2: your classic vitamin C serum, right, like the cephrulic right, 114 00:05:28,065 --> 00:05:31,345 Speaker 2: it's an amazing formula, right, But the way that they 115 00:05:31,425 --> 00:05:34,425 Speaker 2: formulate it they use they call it free a scorbic acid, 116 00:05:34,465 --> 00:05:37,265 Speaker 2: meaning that it's just like floating in the formulation. And 117 00:05:37,425 --> 00:05:39,385 Speaker 2: when you do it like that, then it has to 118 00:05:39,385 --> 00:05:41,825 Speaker 2: be at a pH level that's acidic. It's not that 119 00:05:41,825 --> 00:05:45,345 Speaker 2: they're not considering a person's skin. pH they're considering, well, 120 00:05:45,345 --> 00:05:48,185 Speaker 2: they want this to work for your skin exactly. But 121 00:05:48,225 --> 00:05:51,065 Speaker 2: then that low pH level that makes it acidic, that 122 00:05:51,145 --> 00:05:53,545 Speaker 2: can actually be irritating to people's skin. Right. It's like 123 00:05:53,585 --> 00:05:55,905 Speaker 2: we tell everyone all the time, don't exploit your skin 124 00:05:55,945 --> 00:05:58,425 Speaker 2: too much, don't overdo it because you'll, you know, ruin 125 00:05:58,465 --> 00:06:01,105 Speaker 2: your skin barrier, you'll get irritation. But then we tell 126 00:06:01,145 --> 00:06:03,065 Speaker 2: them to slap on a vitamin C every single morning, 127 00:06:03,225 --> 00:06:05,105 Speaker 2: and if it's at a low pH level, you're essentially 128 00:06:05,185 --> 00:06:08,225 Speaker 2: using an expollion every way. Right, So these are the 129 00:06:08,265 --> 00:06:10,105 Speaker 2: things that we start thinking about. Like our Bye Din'tee 130 00:06:10,105 --> 00:06:13,665 Speaker 2: complex serum, we use a conjugated ascorbic acid. So what 131 00:06:13,705 --> 00:06:17,425 Speaker 2: that means is that it's encapsulated basically with gold and glutathion, 132 00:06:17,745 --> 00:06:20,505 Speaker 2: but then it also with the glutathion keeps the ascorbic 133 00:06:20,505 --> 00:06:23,065 Speaker 2: acid a little bit more stable, so you're you're getting 134 00:06:23,105 --> 00:06:26,065 Speaker 2: a lot more benefit from this ascorbic acid. And because 135 00:06:26,065 --> 00:06:28,225 Speaker 2: it's almost living in its own little formula, you know, 136 00:06:28,265 --> 00:06:30,465 Speaker 2: like ice Breaker's gum. Yeah, when you'd like chew it, 137 00:06:30,465 --> 00:06:32,865 Speaker 2: you feel the little bubbles of flavor burst in your mouth. 138 00:06:33,065 --> 00:06:35,345 Speaker 2: It's kind of the same concept. This ascorbic acid is 139 00:06:35,345 --> 00:06:37,505 Speaker 2: living in these little bubbles that you can't see or feel, 140 00:06:37,825 --> 00:06:40,385 Speaker 2: and then as you manipulate it on your skin, then 141 00:06:40,425 --> 00:06:42,545 Speaker 2: it starts to burst. So then we can make this 142 00:06:42,665 --> 00:06:45,705 Speaker 2: formula a much more comfortable formula because it's not dependent. 143 00:06:45,785 --> 00:06:48,105 Speaker 2: The ascorbic acid isn't dependent on the formula it lives in. 144 00:06:48,185 --> 00:06:50,345 Speaker 2: It's living in its own little formula. So then we've 145 00:06:50,345 --> 00:06:54,105 Speaker 2: got this second formula where it's hyaluronic acid in it, glycerine, 146 00:06:54,145 --> 00:07:00,145 Speaker 2: there's more antioxidant properties, and it feels nice head smell exactly. 147 00:07:00,545 --> 00:07:03,145 Speaker 2: I mean the ham smell actually just comes from ferulic acid. 148 00:07:03,545 --> 00:07:06,185 Speaker 2: So ferullic acid has that kind of a like a 149 00:07:06,225 --> 00:07:07,385 Speaker 2: barbecue kind of sent to it. 150 00:07:07,465 --> 00:07:07,985 Speaker 1: Hot doggie. 151 00:07:08,105 --> 00:07:09,505 Speaker 2: Yeah, it's a living you know, hot dog water. But 152 00:07:09,505 --> 00:07:11,185 Speaker 2: you're getting a lot of benefits from it. So it's 153 00:07:11,225 --> 00:07:14,545 Speaker 2: like it evens that we called our the smell of efficacy. 154 00:07:15,425 --> 00:07:17,985 Speaker 2: I like that. Yeah, So that's that's how we think 155 00:07:17,985 --> 00:07:19,865 Speaker 2: about all of our products, is how can we make 156 00:07:19,865 --> 00:07:21,425 Speaker 2: this a little bit better? You want a flip phone 157 00:07:21,425 --> 00:07:23,305 Speaker 2: with your vitamin C strem or do you want the iPhone? 158 00:07:24,065 --> 00:07:25,945 Speaker 1: But I do also think that something has to be 159 00:07:25,985 --> 00:07:31,905 Speaker 1: said for you've clearly just this wealth of knowledge, and 160 00:07:32,105 --> 00:07:34,345 Speaker 1: if you have a platform, you know, you were saying 161 00:07:34,345 --> 00:07:37,625 Speaker 1: that yesterday you were speaking about, oh, like another influencer, 162 00:07:37,665 --> 00:07:39,985 Speaker 1: a celebrity launching a brand, there is something to be 163 00:07:40,065 --> 00:07:43,985 Speaker 1: said about someone with such a wealth of knowledge that 164 00:07:44,065 --> 00:07:48,385 Speaker 1: it would be almost a disservice to yourself not to 165 00:07:49,185 --> 00:07:52,105 Speaker 1: and then just let the big like the big umbrella 166 00:07:52,185 --> 00:07:54,985 Speaker 1: companies sort of pay you a tiny fee in comparison, 167 00:07:55,025 --> 00:07:57,385 Speaker 1: to what they're going to be making back for you 168 00:07:57,425 --> 00:08:00,465 Speaker 1: to recommend their product when you don't one hundred percent 169 00:08:00,545 --> 00:08:02,825 Speaker 1: know every single thing about that product, why not create 170 00:08:02,825 --> 00:08:03,385 Speaker 1: your own. 171 00:08:03,425 --> 00:08:05,625 Speaker 2: Well, you know, for me besides, you know, like being 172 00:08:05,625 --> 00:08:09,545 Speaker 2: really thoughtfully formulated when we when we're working on these products. 173 00:08:09,905 --> 00:08:11,265 Speaker 2: The other thing that really stood out to me is 174 00:08:11,305 --> 00:08:13,865 Speaker 2: when I became a beauty editor, I grew up really poor. Right, 175 00:08:13,905 --> 00:08:15,945 Speaker 2: we didn't have a lot, but my mom loves skincare, 176 00:08:15,945 --> 00:08:18,745 Speaker 2: She's Korean, and we would kind of just buy whatever 177 00:08:18,785 --> 00:08:21,625 Speaker 2: we could, right. I think everyone deserves to love their skin. 178 00:08:21,705 --> 00:08:23,985 Speaker 2: When you love your skin, you're your happiest, Your makeup 179 00:08:23,985 --> 00:08:27,185 Speaker 2: goes on nicely, you feel good, you know skin. When 180 00:08:27,185 --> 00:08:30,145 Speaker 2: you have you know, like acne or anything like melasma, 181 00:08:30,465 --> 00:08:32,185 Speaker 2: it can really weigh on you. It can be a 182 00:08:32,305 --> 00:08:36,105 Speaker 2: very psychological problem. You start to feel sad about yourself. 183 00:08:36,145 --> 00:08:38,305 Speaker 2: You don't have as much self esteem. So when you 184 00:08:38,425 --> 00:08:40,305 Speaker 2: love your skin, it doesn't have to be perfect, but 185 00:08:40,345 --> 00:08:42,225 Speaker 2: when you feel like it's healthy and it's glowy and 186 00:08:42,225 --> 00:08:44,945 Speaker 2: you're proud of it, then you feel your best. Right, 187 00:08:44,945 --> 00:08:47,185 Speaker 2: So I think everyone deserves to love their skin and 188 00:08:47,385 --> 00:08:50,105 Speaker 2: be able to buy products that they really see some 189 00:08:50,825 --> 00:08:52,905 Speaker 2: changes to their skin or they feel like it's efficacious 190 00:08:52,905 --> 00:08:54,225 Speaker 2: for their skin. So it has to be at a 191 00:08:54,265 --> 00:08:55,225 Speaker 2: price point that makes sense. 192 00:08:55,305 --> 00:08:55,425 Speaker 1: Right. 193 00:08:55,785 --> 00:08:58,905 Speaker 2: So, being in the beauty industry, we see the margins 194 00:08:58,945 --> 00:09:01,145 Speaker 2: on these products, right, we know that they don't have 195 00:09:01,185 --> 00:09:03,105 Speaker 2: to cost hundreds of dollars, and a lot of the 196 00:09:03,145 --> 00:09:06,025 Speaker 2: time they're expensive because they're spending like fifty percent of 197 00:09:06,065 --> 00:09:09,225 Speaker 2: their budget on the packaging, right and not clocketing. So 198 00:09:09,265 --> 00:09:11,185 Speaker 2: instead of doing that, we really make sure we are 199 00:09:11,185 --> 00:09:13,745 Speaker 2: pricing everything at a price that just makes sense where 200 00:09:13,745 --> 00:09:15,865 Speaker 2: you can be consistent with your skin care routine and 201 00:09:15,985 --> 00:09:18,705 Speaker 2: feel okay with spending the money on re upping your 202 00:09:18,745 --> 00:09:21,025 Speaker 2: skin care routine every month when you need to. And 203 00:09:21,065 --> 00:09:22,825 Speaker 2: that occurred to me because when I first became a 204 00:09:22,865 --> 00:09:25,705 Speaker 2: beauty editor, I started getting all these beautiful, you know 205 00:09:25,865 --> 00:09:28,465 Speaker 2: PR packages, you know, creams that were like hundreds of 206 00:09:28,465 --> 00:09:31,345 Speaker 2: dollars and serums that were in a pack that cost 207 00:09:31,425 --> 00:09:33,385 Speaker 2: hundreds of dollars exactly in a PR pack that costs 208 00:09:33,425 --> 00:09:35,105 Speaker 2: hundreds of dollars, and I didn't have to pay for it. 209 00:09:35,145 --> 00:09:36,665 Speaker 2: So I would take it home to my mom, you know, 210 00:09:36,665 --> 00:09:38,465 Speaker 2: I'd be like, Mom, I don't love this, you know, 211 00:09:38,505 --> 00:09:41,985 Speaker 2: it's this cream is expensive, it's beautiful, And then I'd 212 00:09:41,985 --> 00:09:43,945 Speaker 2: come back a couple months later and it would be 213 00:09:44,105 --> 00:09:46,865 Speaker 2: sitting untouched on her dresser, and I would ask her, 214 00:09:46,865 --> 00:09:48,385 Speaker 2: why why didn't you use this? You're gonna love it, 215 00:09:48,385 --> 00:09:50,465 Speaker 2: and she'd say, well, you told me it's expensive, so 216 00:09:50,505 --> 00:09:52,905 Speaker 2: I don't want to waste it. And I feel like 217 00:09:52,945 --> 00:09:55,785 Speaker 2: it doesn't even matter what what you know, income level 218 00:09:55,825 --> 00:09:58,545 Speaker 2: you're at. Everyone feels this way. You spend hundreds of 219 00:09:58,625 --> 00:10:01,745 Speaker 2: dollars and sometimes thousands of dollars on your skin care routine, 220 00:10:01,825 --> 00:10:04,465 Speaker 2: you're much more precious with it. We wait, there's actually 221 00:10:04,505 --> 00:10:07,105 Speaker 2: a term for it in the industry. It's called vanity products. Right. 222 00:10:07,265 --> 00:10:09,785 Speaker 2: These are products that sit a little more untouched on 223 00:10:09,785 --> 00:10:11,985 Speaker 2: your vanity because you don't want to waste them. You 224 00:10:12,025 --> 00:10:14,185 Speaker 2: spent so much money on it. But then, guess what, 225 00:10:14,345 --> 00:10:16,785 Speaker 2: You're not consistent. You're not and they go off in 226 00:10:18,105 --> 00:10:20,505 Speaker 2: you're just not using them, right, And so there's no 227 00:10:20,665 --> 00:10:22,265 Speaker 2: point in some ways of having that. I love a 228 00:10:22,265 --> 00:10:24,705 Speaker 2: boogie product, I love clothing, and I love having a 229 00:10:24,705 --> 00:10:27,905 Speaker 2: bougie moment, right, but when it comes to your daily 230 00:10:27,905 --> 00:10:30,265 Speaker 2: skincartine where you want to see some change with your skin, 231 00:10:30,545 --> 00:10:32,985 Speaker 2: you have to be able to spend an amount of 232 00:10:32,985 --> 00:10:33,785 Speaker 2: money that makes. 233 00:10:33,625 --> 00:10:35,625 Speaker 1: Sense to you and that you're going to reach for 234 00:10:35,665 --> 00:10:37,385 Speaker 1: those products every single. 235 00:10:37,105 --> 00:10:39,305 Speaker 2: Day, every day to routain them exactly. 236 00:10:40,505 --> 00:10:44,385 Speaker 1: So let's dive right into the launch. You were a 237 00:10:44,425 --> 00:10:47,305 Speaker 1: trusted voice and not just through your decade as a 238 00:10:47,305 --> 00:10:50,865 Speaker 1: beauty journalist, but across all of the social media platforms 239 00:10:50,905 --> 00:10:54,065 Speaker 1: like at Mixed Makeup and the beauty community has grown up. 240 00:10:54,265 --> 00:10:58,465 Speaker 1: I loved that. And then you're accused of a breach 241 00:10:58,505 --> 00:11:00,905 Speaker 1: of trust of not disclosing your role with a Nutreum, 242 00:11:00,945 --> 00:11:03,065 Speaker 1: which I think is like a lot of people do 243 00:11:03,225 --> 00:11:03,865 Speaker 1: things like this. 244 00:11:04,145 --> 00:11:06,065 Speaker 2: Well, you know, actually it was more of a like 245 00:11:06,105 --> 00:11:10,025 Speaker 2: a miscommunication and I'm such a stubborn person. Yeah, this 246 00:11:10,065 --> 00:11:11,865 Speaker 2: is like start of lockdown. I actually was working on 247 00:11:11,905 --> 00:11:15,345 Speaker 2: a completely different brand and because of this lockdown, I 248 00:11:15,385 --> 00:11:18,145 Speaker 2: was working with a contract manufacturer in Korea. They were 249 00:11:18,145 --> 00:11:20,265 Speaker 2: the first to get hit with COVID, right of course, 250 00:11:20,265 --> 00:11:22,585 Speaker 2: so they send me this strange email, like I thought 251 00:11:22,625 --> 00:11:24,945 Speaker 2: there was a zombie apocalypse coming because they're like, we've 252 00:11:24,985 --> 00:11:26,585 Speaker 2: been working with you, we know, for like the last 253 00:11:26,625 --> 00:11:29,145 Speaker 2: six eight months on launching this brand with you, but 254 00:11:29,185 --> 00:11:30,865 Speaker 2: we have to put a stop to all new clients. 255 00:11:31,305 --> 00:11:32,905 Speaker 2: They didn't ask me for money and not think. They 256 00:11:32,905 --> 00:11:34,865 Speaker 2: were just like, we have to stop. If you want 257 00:11:35,065 --> 00:11:37,745 Speaker 2: hand sanitizer, we can do that with you. And at 258 00:11:37,745 --> 00:11:40,065 Speaker 2: first I'm like, this is like February twenty twenty. Yeah, 259 00:11:40,065 --> 00:11:41,945 Speaker 2: so I'm kind of like, what is going on here, 260 00:11:42,105 --> 00:11:45,065 Speaker 2: you know? And it really showed me that I had 261 00:11:45,065 --> 00:11:47,385 Speaker 2: a lot of audacity thinking I could bootstrap a brand 262 00:11:47,425 --> 00:11:50,025 Speaker 2: by myself, because all that time and money I'd put 263 00:11:50,025 --> 00:11:53,385 Speaker 2: into it was just gone with one email. So I 264 00:11:53,425 --> 00:11:55,225 Speaker 2: started reaching out to everybody I knew in the industry, 265 00:11:55,265 --> 00:11:57,345 Speaker 2: and one of those people was my former business partner, 266 00:11:57,345 --> 00:11:59,505 Speaker 2: Ben Bennett of The Center, which is an incubator for 267 00:11:59,545 --> 00:12:01,345 Speaker 2: a lot of brands that we know and love. Right now, 268 00:12:01,785 --> 00:12:03,985 Speaker 2: he had launched Atorium already. He was like a soft launch, 269 00:12:04,305 --> 00:12:06,065 Speaker 2: and I said to him, how are you getting these 270 00:12:06,065 --> 00:12:09,385 Speaker 2: beautiful formulas at such such a sharp price point? It 271 00:12:09,425 --> 00:12:12,265 Speaker 2: really was fantastic to see because even for my own 272 00:12:12,305 --> 00:12:14,305 Speaker 2: brand that I was working on, it was I was 273 00:12:14,345 --> 00:12:16,625 Speaker 2: never going to be able to charge these kinds of prices. 274 00:12:16,625 --> 00:12:17,545 Speaker 2: It was going to have to be a little bit 275 00:12:17,545 --> 00:12:19,305 Speaker 2: more expensive because I just didn't have the ability to 276 00:12:19,425 --> 00:12:20,265 Speaker 2: order as much. 277 00:12:20,305 --> 00:12:23,705 Speaker 1: Master Yeah, which people don't realize that, like, how does Kima, 278 00:12:23,825 --> 00:12:27,505 Speaker 1: which is a very cheap Australian rayteller, charge five dollars 279 00:12:27,545 --> 00:12:30,545 Speaker 1: for a creame because they're not ordering high quality ingredients 280 00:12:30,545 --> 00:12:33,985 Speaker 1: and they're ordering millions and millions of units at a time. 281 00:12:34,065 --> 00:12:36,465 Speaker 2: That's how Yeah, So I was really just reaching out 282 00:12:36,465 --> 00:12:38,505 Speaker 2: to him to see how he was doing this and 283 00:12:38,545 --> 00:12:40,505 Speaker 2: also if he could maybe help me because I didn't 284 00:12:40,505 --> 00:12:42,585 Speaker 2: have a contract manufacturer. And that's probably one of the 285 00:12:42,625 --> 00:12:44,545 Speaker 2: hardest things when you're trying to start a beauty brand 286 00:12:44,785 --> 00:12:46,905 Speaker 2: is to find a contract manufacturer that will take you seriously, 287 00:12:46,945 --> 00:12:48,905 Speaker 2: because if you think about it, they're getting people reaching 288 00:12:48,945 --> 00:12:50,185 Speaker 2: out all the time saying that they want to start 289 00:12:50,185 --> 00:12:52,145 Speaker 2: a beauty brand, but how do they They have to 290 00:12:52,185 --> 00:12:55,225 Speaker 2: discern who's going to be worth their time and right, 291 00:12:55,545 --> 00:12:59,585 Speaker 2: so we start chatting and you know, like we're in lockdown. 292 00:12:59,665 --> 00:13:01,745 Speaker 2: Suddenly everyone thinks we're only going to be in lockdown 293 00:13:01,785 --> 00:13:03,705 Speaker 2: for like two weeks and then. 294 00:13:03,825 --> 00:13:05,385 Speaker 1: And then it's like, you know, this bit of a 295 00:13:05,385 --> 00:13:08,105 Speaker 1: novelty thing. Yeah, people are dancing to Caro Baskin on 296 00:13:08,105 --> 00:13:08,945 Speaker 1: the internet. 297 00:13:09,745 --> 00:13:12,665 Speaker 2: Are happening, right, and he at some point like we're 298 00:13:12,705 --> 00:13:15,345 Speaker 2: now like a month into lockdown, and I say to him, 299 00:13:15,345 --> 00:13:16,505 Speaker 2: you know, would you want to work with me on 300 00:13:16,545 --> 00:13:18,785 Speaker 2: my brand? And he says, this is such a strange 301 00:13:18,825 --> 00:13:21,465 Speaker 2: time and it's a terrible time to start a brand. 302 00:13:21,505 --> 00:13:23,185 Speaker 2: At the time, it was right, we hadn't hit this 303 00:13:23,225 --> 00:13:25,745 Speaker 2: boom of e calm yet in you know, like in 304 00:13:25,785 --> 00:13:28,425 Speaker 2: the lockdown, And so he was like, instead of working 305 00:13:28,425 --> 00:13:30,345 Speaker 2: on two separate brands, why don't we work on this 306 00:13:30,385 --> 00:13:33,265 Speaker 2: one brand together. It's a baby brand. You've already given 307 00:13:33,265 --> 00:13:35,345 Speaker 2: me so much perspective on how you would want this 308 00:13:35,385 --> 00:13:37,185 Speaker 2: brand to look like, what you would want it to 309 00:13:37,225 --> 00:13:39,185 Speaker 2: look like. Why don't we just work on this together? 310 00:13:39,225 --> 00:13:41,545 Speaker 2: That would make more sense. So I had already spoken 311 00:13:41,585 --> 00:13:44,825 Speaker 2: about the brand because it wasn't my brand online, right, 312 00:13:45,225 --> 00:13:47,665 Speaker 2: and so, you know, like I stopped talking about it 313 00:13:47,665 --> 00:13:49,905 Speaker 2: because then we go into like legal discussions and everything. 314 00:13:50,385 --> 00:13:52,865 Speaker 2: At some point, things were getting really weird online. It 315 00:13:52,865 --> 00:13:55,785 Speaker 2: was like the strangest mindset I'd ever seen online, where 316 00:13:55,785 --> 00:13:57,345 Speaker 2: people were getting canceledleft or right. 317 00:13:57,305 --> 00:13:59,625 Speaker 1: People wanted to be cranky at someone. 318 00:13:59,865 --> 00:14:02,305 Speaker 2: Yeah, there was a lot going on, and one thing 319 00:14:02,385 --> 00:14:04,465 Speaker 2: led to another, and it was like, and this is 320 00:14:04,465 --> 00:14:07,425 Speaker 2: where the stubbornness in me comes in. So I definitely 321 00:14:07,625 --> 00:14:09,945 Speaker 2: have a part to play in this, you know, where 322 00:14:09,985 --> 00:14:12,425 Speaker 2: people started kind of like digging into like, well, what 323 00:14:12,505 --> 00:14:14,705 Speaker 2: is it that Susan's done wrong in her past? And 324 00:14:14,705 --> 00:14:16,865 Speaker 2: I'm a pretty squeaky clean person online, so I think 325 00:14:16,905 --> 00:14:19,185 Speaker 2: it almost was frustrating to people trying to find anything 326 00:14:19,185 --> 00:14:21,585 Speaker 2: on there, yeah, because I've been on I'd been online 327 00:14:21,625 --> 00:14:23,505 Speaker 2: for years, you know, like You're never going to find 328 00:14:23,505 --> 00:14:25,785 Speaker 2: anything on my Twitter or anything, like, I just don't 329 00:14:25,825 --> 00:14:26,705 Speaker 2: have anything. 330 00:14:26,385 --> 00:14:29,865 Speaker 1: Right I ALWAYO think like I've often thought about this, 331 00:14:29,985 --> 00:14:32,625 Speaker 1: and I'm like, there probably would be something out there 332 00:14:32,705 --> 00:14:34,785 Speaker 1: that I would have done or said, But I'm not 333 00:14:34,825 --> 00:14:36,865 Speaker 1: the same person that I was ten years ago, and 334 00:14:36,905 --> 00:14:38,945 Speaker 1: it would be weird if everyone was. 335 00:14:39,225 --> 00:14:41,185 Speaker 2: Yeah, but even at that, they still didn't find anything 336 00:14:41,185 --> 00:14:43,665 Speaker 2: on me. Right, But then I can't even remember what 337 00:14:43,705 --> 00:14:47,385 Speaker 2: it was. What was it? I was so close to 338 00:14:47,705 --> 00:14:49,545 Speaker 2: we were about to we had like made this like 339 00:14:49,665 --> 00:14:52,385 Speaker 2: agreement finally, our our lawyers were just waiting for them 340 00:14:52,425 --> 00:14:53,945 Speaker 2: to send us our final agreements, and we were going 341 00:14:53,985 --> 00:14:55,345 Speaker 2: to be signing on the diet line. And I was 342 00:14:55,385 --> 00:14:58,065 Speaker 2: a co owner, co founder of Naurium, right. So this 343 00:14:58,145 --> 00:15:00,545 Speaker 2: is like two and a half months later, and I 344 00:15:00,585 --> 00:15:02,905 Speaker 2: have not spoken about the brand online again since we're 345 00:15:02,905 --> 00:15:05,985 Speaker 2: in these negotiations. And then there's this little there was 346 00:15:06,025 --> 00:15:08,225 Speaker 2: this thing that started happening on social media, a trend 347 00:15:08,225 --> 00:15:10,665 Speaker 2: where it was called the Pullupper, shut Up challenge, and 348 00:15:10,705 --> 00:15:14,225 Speaker 2: it was where they were asking beauty brands to post 349 00:15:14,265 --> 00:15:17,345 Speaker 2: online how many people of color they had in their 350 00:15:17,385 --> 00:15:20,705 Speaker 2: executive leadership. Right, And so my business partner Ben sends 351 00:15:20,745 --> 00:15:22,425 Speaker 2: me a text and he's like, you know, he's like, 352 00:15:22,745 --> 00:15:25,145 Speaker 2: you and I are not white, like, and we might 353 00:15:25,185 --> 00:15:27,345 Speaker 2: as well. He's like, we're getting some DMS. He's like, 354 00:15:27,385 --> 00:15:29,905 Speaker 2: we might as well post a little something vague. You're 355 00:15:29,945 --> 00:15:32,185 Speaker 2: about to sign this contract, so like we'll just post 356 00:15:32,185 --> 00:15:34,665 Speaker 2: something vague, right, Like, it wasn't signed completely, so he 357 00:15:34,665 --> 00:15:36,505 Speaker 2: didn't want to put our names or anything. So he 358 00:15:36,585 --> 00:15:38,985 Speaker 2: posts on the social media he says, you know, the 359 00:15:38,985 --> 00:15:42,025 Speaker 2: two founders are Asian and Asian Hispanic. And then he 360 00:15:42,065 --> 00:15:44,305 Speaker 2: had a few employees already working for him, and I 361 00:15:44,305 --> 00:15:46,225 Speaker 2: remember this post goes up and I looked at it. 362 00:15:46,225 --> 00:15:48,985 Speaker 2: I was like, yeah, Asian Hispanic is very specific, like 363 00:15:49,025 --> 00:15:50,985 Speaker 2: in the skincare industry. And he goes, well, if anyone 364 00:15:50,985 --> 00:15:53,585 Speaker 2: puts together that that's you, that means that they like 365 00:15:53,625 --> 00:15:56,025 Speaker 2: love you, right, they they're like really paying attention. I 366 00:15:56,065 --> 00:15:58,145 Speaker 2: was like, I guess that's true, Like we'll be able 367 00:15:58,145 --> 00:16:00,025 Speaker 2: to explain the whole thing of how this came about. 368 00:16:00,585 --> 00:16:02,665 Speaker 2: And then immediately, like two hours later, it's like Reddit 369 00:16:02,665 --> 00:16:05,465 Speaker 2: post and it's like conspiracy theories. Susan Yara is the 370 00:16:05,505 --> 00:16:08,225 Speaker 2: owner of Notarium and has not disclosed this, and she's 371 00:16:08,265 --> 00:16:10,825 Speaker 2: been like lying to us this whole time. Nine yes, 372 00:16:10,945 --> 00:16:14,025 Speaker 2: and it completely blew up. But because I'm such a 373 00:16:14,025 --> 00:16:17,385 Speaker 2: stubborn person, I didn't give the story the background. I 374 00:16:17,425 --> 00:16:20,265 Speaker 2: was like, this is none of your business. So and 375 00:16:20,345 --> 00:16:22,665 Speaker 2: you know, like in hindsight, it actually even people on 376 00:16:22,665 --> 00:16:23,985 Speaker 2: my team like Anna, She was like, I don't feel 377 00:16:24,025 --> 00:16:25,425 Speaker 2: good about you not telling the story. You might as 378 00:16:25,425 --> 00:16:27,185 Speaker 2: well just tell the story. And I was like no, 379 00:16:27,705 --> 00:16:32,025 Speaker 2: they're exactly like this is so rude of them to 380 00:16:32,065 --> 00:16:33,345 Speaker 2: be like trying a little bit like. 381 00:16:33,345 --> 00:16:37,065 Speaker 1: That sometimes, Like I'm just like fuck you at home, 382 00:16:37,785 --> 00:16:41,145 Speaker 1: like stupid little keyboard. She can't be trusted? 383 00:16:41,185 --> 00:16:44,105 Speaker 2: Why, Yeah, Like what did I do to you? Nothing? 384 00:16:44,225 --> 00:16:46,625 Speaker 1: Yeah, you're just bored and cranky at home. I'm trying 385 00:16:46,625 --> 00:16:47,425 Speaker 1: to find someone to. 386 00:16:47,385 --> 00:16:50,665 Speaker 2: Blame, yeah, exactly. So this turned into I'm like really 387 00:16:50,745 --> 00:16:52,865 Speaker 2: summarizing the story. There was so much more that went 388 00:16:52,905 --> 00:16:55,865 Speaker 2: into it, and that turned into a much bigger story 389 00:16:55,905 --> 00:16:58,105 Speaker 2: than I ever expected it to be. I get a 390 00:16:58,145 --> 00:17:01,505 Speaker 2: call suddenly from the FTC, which is, you know, the 391 00:17:01,545 --> 00:17:04,105 Speaker 2: government branch that handles you know, all of this kind 392 00:17:04,105 --> 00:17:07,105 Speaker 2: of stuff like any online advertising and stuff, and they're like, 393 00:17:07,145 --> 00:17:09,625 Speaker 2: we have never received so many complaints about an influence 394 00:17:09,785 --> 00:17:12,345 Speaker 2: or before. So I had to go into like a 395 00:17:12,425 --> 00:17:15,505 Speaker 2: year and a half long investigation to show them that 396 00:17:15,585 --> 00:17:19,625 Speaker 2: I had not been committed on anythod. Yeah, and because 397 00:17:19,625 --> 00:17:21,945 Speaker 2: of that investigation started, I actually couldn't say anything about 398 00:17:21,985 --> 00:17:25,065 Speaker 2: it online. So my chance to actually explain what happened 399 00:17:25,345 --> 00:17:27,785 Speaker 2: got shut down because now we were in an investigation. 400 00:17:28,025 --> 00:17:30,065 Speaker 2: And of course at the very end of that investigation 401 00:17:30,545 --> 00:17:32,225 Speaker 2: they come back and they're like, yeah, there's nothing to 402 00:17:32,225 --> 00:17:34,065 Speaker 2: see here. And when I tell you it's an investigation, 403 00:17:34,145 --> 00:17:37,305 Speaker 2: it's very very intense, Like you have to hand over 404 00:17:37,785 --> 00:17:40,745 Speaker 2: every form of communication you've ever had with anybody involved 405 00:17:40,785 --> 00:17:44,065 Speaker 2: with the brand. So like even your most private conversations, right, 406 00:17:44,145 --> 00:17:46,625 Speaker 2: Like you could be talking about like your like intimate 407 00:17:46,665 --> 00:17:48,545 Speaker 2: life and all that stuff with your friend, but if 408 00:17:48,545 --> 00:17:51,665 Speaker 2: that person was slightly involved with the brand. Then you're 409 00:17:51,665 --> 00:17:54,025 Speaker 2: handing over everything. You cannot erase any of these messages. 410 00:17:54,065 --> 00:17:56,465 Speaker 2: You're not, you know, blocking everything off or anything. They 411 00:17:56,505 --> 00:18:00,625 Speaker 2: want to see, every form of communication and any legal things, 412 00:18:00,665 --> 00:18:01,905 Speaker 2: all of it to be able to make sure that 413 00:18:01,945 --> 00:18:03,025 Speaker 2: you were not committing fraud. 414 00:18:03,105 --> 00:18:05,505 Speaker 1: But then a ten month's lada when they finally go, yeah, 415 00:18:05,545 --> 00:18:08,065 Speaker 1: you actually did absolutely nothing. Everyone's moved on. They canceling 416 00:18:08,105 --> 00:18:09,025 Speaker 1: someone else exactly. 417 00:18:09,145 --> 00:18:11,585 Speaker 2: So at that and you're just like, hello, yeah, it's like, well, 418 00:18:11,625 --> 00:18:14,185 Speaker 2: I guess any I'm going to apologize anyone. No, And 419 00:18:14,225 --> 00:18:16,065 Speaker 2: I actually did try to explain it, and then you 420 00:18:16,265 --> 00:18:17,785 Speaker 2: it's and it turns out you get the same thing 421 00:18:17,825 --> 00:18:19,785 Speaker 2: over and over again. It's like people go back and 422 00:18:19,825 --> 00:18:21,265 Speaker 2: listen to the things that you've said and they're like 423 00:18:21,305 --> 00:18:23,345 Speaker 2: trying to catch your lies and stuff, and you know, 424 00:18:23,385 --> 00:18:25,585 Speaker 2: you'd realize you just can't win, so there's no point 425 00:18:25,585 --> 00:18:27,305 Speaker 2: in continuing to try to explain it. 426 00:18:27,745 --> 00:18:29,865 Speaker 1: Yeah, yeah, yeah, that makes a lot of sense. But 427 00:18:29,945 --> 00:18:33,665 Speaker 1: when you were being slammed by peers in the industry 428 00:18:33,745 --> 00:18:37,865 Speaker 1: and people that you know had been looking up to 429 00:18:37,905 --> 00:18:41,545 Speaker 1: you for so long, what's the one thing you kept 430 00:18:41,585 --> 00:18:44,985 Speaker 1: telling yourself so that you could continue on and keep 431 00:18:44,985 --> 00:18:47,505 Speaker 1: working on the brand or did you sometimes think, oh, 432 00:18:47,585 --> 00:18:49,745 Speaker 1: I'm going to lose all of this that I've worked on. 433 00:18:49,945 --> 00:18:53,065 Speaker 2: You know, there was a moment where I, like for 434 00:18:53,065 --> 00:18:55,585 Speaker 2: about two or three days where I was just getting 435 00:18:55,625 --> 00:18:57,545 Speaker 2: hit left and right with all these I mean, people 436 00:18:57,585 --> 00:18:59,785 Speaker 2: are crazy when they're upset with you people. 437 00:18:59,545 --> 00:19:02,385 Speaker 1: And people are cruel. Don't forget that it's a real person. 438 00:19:02,665 --> 00:19:05,065 Speaker 2: On the other end, there's almost like extremes. And I 439 00:19:05,105 --> 00:19:07,665 Speaker 2: tried to explain this to some people. It's like, yes, 440 00:19:07,705 --> 00:19:09,465 Speaker 2: there are like the normal people who think that they're 441 00:19:09,465 --> 00:19:11,825 Speaker 2: like they're really just trying to like correct things and 442 00:19:11,865 --> 00:19:13,665 Speaker 2: they just want what's right. They're like they're a little 443 00:19:13,665 --> 00:19:15,905 Speaker 2: bit self righteous people, you know. But then there are 444 00:19:15,945 --> 00:19:18,145 Speaker 2: the crazies who see this and they latch onto it 445 00:19:18,345 --> 00:19:19,985 Speaker 2: and they take it to an extreme level. Right, they 446 00:19:20,065 --> 00:19:22,105 Speaker 2: might not even know who you are, but they're like, yes, 447 00:19:22,145 --> 00:19:24,225 Speaker 2: we're going to cancel this person. And then it's like 448 00:19:24,305 --> 00:19:26,385 Speaker 2: you deserve to die because people were passing away right 449 00:19:26,425 --> 00:19:28,785 Speaker 2: when it was COVID, right, so they're like it should 450 00:19:28,825 --> 00:19:30,505 Speaker 2: be you who dies like that kind of thing, or 451 00:19:30,545 --> 00:19:32,265 Speaker 2: your children should be taken away, and. 452 00:19:32,145 --> 00:19:34,745 Speaker 1: You're rating this just sitting and I'm a very normal 453 00:19:34,825 --> 00:19:35,665 Speaker 1: pus and just like. 454 00:19:36,705 --> 00:19:38,865 Speaker 2: What I'm like with a six month old at home 455 00:19:38,945 --> 00:19:42,545 Speaker 2: at oh, tired and breastfeeding and like trying to figure out, 456 00:19:42,745 --> 00:19:44,985 Speaker 2: like I'm also in lockdown, and you know, and like 457 00:19:45,025 --> 00:19:47,265 Speaker 2: people assume because you're a content creator, you must have 458 00:19:47,305 --> 00:19:48,825 Speaker 2: a legal team and a PR team and all this 459 00:19:48,825 --> 00:19:51,465 Speaker 2: sudden we're just like sitting there like this is so crazy. 460 00:19:51,625 --> 00:19:53,265 Speaker 2: There was like a few days where I just like 461 00:19:53,345 --> 00:19:55,945 Speaker 2: shut everything down. I was like, this might be over 462 00:19:56,305 --> 00:19:58,385 Speaker 2: cried a few days. But then I when I logged 463 00:19:58,425 --> 00:20:00,665 Speaker 2: back in, I started to realize what I was noticing 464 00:20:00,905 --> 00:20:03,265 Speaker 2: was what I was paying attention to. Where a bunch 465 00:20:03,265 --> 00:20:06,705 Speaker 2: of people that were negative, who probably didn't even know 466 00:20:06,745 --> 00:20:09,025 Speaker 2: who I was, never followed me in the first place, 467 00:20:09,065 --> 00:20:11,945 Speaker 2: besides like a handful, Right, But there's like this also 468 00:20:12,105 --> 00:20:14,145 Speaker 2: also this group of people who are just latching onto 469 00:20:14,185 --> 00:20:16,785 Speaker 2: some kind of a conspiracy theory that they don't like. Right, 470 00:20:17,065 --> 00:20:19,185 Speaker 2: But then the majority of the people are actually sending 471 00:20:19,225 --> 00:20:23,265 Speaker 2: really loving, carrying supportive messages. Right, even if they were upset, 472 00:20:23,305 --> 00:20:25,505 Speaker 2: they were like I don't know exactly what happened, but 473 00:20:25,545 --> 00:20:27,385 Speaker 2: you have taught me so much about skincare. You have 474 00:20:27,505 --> 00:20:29,625 Speaker 2: been part of my life for the last few years 475 00:20:30,065 --> 00:20:31,545 Speaker 2: you as a mom, Like, I've been part of that 476 00:20:31,625 --> 00:20:33,825 Speaker 2: journey too, because I was also a mom at the 477 00:20:33,825 --> 00:20:35,945 Speaker 2: same time. And you start to realize that you've got 478 00:20:35,945 --> 00:20:39,865 Speaker 2: this very supportive community and they're stronger than the negative voices, 479 00:20:39,985 --> 00:20:41,265 Speaker 2: right exactly. 480 00:20:41,345 --> 00:20:45,465 Speaker 1: It's just it's easiest at the time to focus on 481 00:20:45,505 --> 00:20:47,825 Speaker 1: the cranky one percent that are yelling the loudest. 482 00:20:47,905 --> 00:20:49,145 Speaker 2: Exactly. Exactly. 483 00:20:49,665 --> 00:20:53,945 Speaker 1: What people don't realize is that content creators and influences 484 00:20:54,025 --> 00:20:59,025 Speaker 1: because of the parasocial relationship. But they're not celebrities. They 485 00:20:59,105 --> 00:21:03,345 Speaker 1: don't have big teams around them protecting them. So when 486 00:21:03,385 --> 00:21:07,985 Speaker 1: they jump online, they see everything and it's not normal 487 00:21:08,225 --> 00:21:11,665 Speaker 1: or natural for anyone to read what thousands of people 488 00:21:11,705 --> 00:21:13,545 Speaker 1: think about them and trying to cancel them and telling 489 00:21:13,585 --> 00:21:15,705 Speaker 1: them that they wish that they would die. Yeah, Like, 490 00:21:15,785 --> 00:21:17,425 Speaker 1: it's not Oh no, it. 491 00:21:17,425 --> 00:21:21,145 Speaker 2: Definitely weighs on you. And honestly, it did change my 492 00:21:21,265 --> 00:21:25,145 Speaker 2: relationship with social media, right, Like, my excitement for being 493 00:21:25,185 --> 00:21:27,705 Speaker 2: online definitely slowed shifted. 494 00:21:27,865 --> 00:21:29,225 Speaker 1: Yeah, which makes sense. 495 00:21:29,665 --> 00:21:32,865 Speaker 2: But I'm back, But you're back, baby, But I'm back. 496 00:21:32,905 --> 00:21:33,545 Speaker 2: I got over it. 497 00:21:39,145 --> 00:21:42,665 Speaker 1: Moving on from all of that nonsense, The brand not 498 00:21:42,705 --> 00:21:46,705 Speaker 1: only survived but it has gone on to thrive. Do 499 00:21:46,785 --> 00:21:49,705 Speaker 1: you think that any part of that crazy launch sort 500 00:21:49,705 --> 00:21:51,785 Speaker 1: of became a weak kind of marketing. 501 00:21:51,505 --> 00:21:54,225 Speaker 2: Blitz, do you? Yeah? And I have to give it 502 00:21:54,265 --> 00:21:57,425 Speaker 2: also to the Center team, right, they were very supportive, like, 503 00:21:57,705 --> 00:22:00,145 Speaker 2: you know, an investor, could you know see all this 504 00:22:00,145 --> 00:22:02,665 Speaker 2: this pulling on and pull And that was actually my 505 00:22:02,705 --> 00:22:04,825 Speaker 2: biggest worry at the time was that then Bennett in 506 00:22:04,865 --> 00:22:06,305 Speaker 2: the Center, We're going to be like, yeah, this is 507 00:22:06,345 --> 00:22:08,185 Speaker 2: too risky for us. You're too big of a risk 508 00:22:08,225 --> 00:22:11,465 Speaker 2: for us to be working with. But instead they went 509 00:22:11,545 --> 00:22:13,985 Speaker 2: stronger with me, They like locked hands with me, and 510 00:22:14,025 --> 00:22:15,705 Speaker 2: we went harder. We were like, we're going to show 511 00:22:15,705 --> 00:22:17,185 Speaker 2: everybody this is going to be the best brand that 512 00:22:17,185 --> 00:22:18,025 Speaker 2: we ever create. 513 00:22:18,385 --> 00:22:19,105 Speaker 1: That's so cool. 514 00:22:19,265 --> 00:22:19,465 Speaker 2: Yeah. 515 00:22:19,625 --> 00:22:21,905 Speaker 1: And as you were touching on earlier, the Terium is 516 00:22:21,985 --> 00:22:24,985 Speaker 1: very famous for pouring money into the formula rather than 517 00:22:25,225 --> 00:22:27,145 Speaker 1: I mean, your packaging is really nice, though it's not like. 518 00:22:27,025 --> 00:22:29,265 Speaker 2: It yeah, but you know, it's very it's not very 519 00:22:29,265 --> 00:22:31,305 Speaker 2: custom like a lot of brands will customize a lot 520 00:22:31,305 --> 00:22:33,185 Speaker 2: of the true. 521 00:22:32,505 --> 00:22:35,025 Speaker 1: Yes, and I guess like it's not. It doesn't come 522 00:22:35,025 --> 00:22:38,545 Speaker 1: in like a box with I don't know, flowers on it. 523 00:22:38,625 --> 00:22:42,185 Speaker 2: Yeah, Yeah, those little portions. There are some things that 524 00:22:42,225 --> 00:22:44,305 Speaker 2: we customize, like our caps that say urium, but that's 525 00:22:44,305 --> 00:22:46,145 Speaker 2: a very simple customization exactly. 526 00:22:46,305 --> 00:22:50,945 Speaker 1: Yeah, what is the biggest overpriced scam in the beauty aisle? 527 00:22:51,025 --> 00:22:53,025 Speaker 1: Like if you're just walking up and down that you 528 00:22:53,145 --> 00:22:55,945 Speaker 1: are as an insider, are just like, oh my goodness, 529 00:22:55,945 --> 00:22:58,345 Speaker 1: this has got to end. I've got to just debunk 530 00:22:58,345 --> 00:22:59,065 Speaker 1: it for the audience. 531 00:22:59,265 --> 00:23:02,145 Speaker 2: I mean, I think for me it's seeing I think 532 00:23:02,305 --> 00:23:04,745 Speaker 2: now that people are understanding ingredients a little bit more, 533 00:23:04,785 --> 00:23:06,945 Speaker 2: they understand this a little bit more. But you know, 534 00:23:06,985 --> 00:23:10,945 Speaker 2: when you're looking at some of these really basic ingredientshyaluronic acid, serum, 535 00:23:11,225 --> 00:23:14,945 Speaker 2: mineral oil, petrolotum, these are called commodity ingredients, meaning that 536 00:23:14,985 --> 00:23:17,505 Speaker 2: you get these at the cheapest level possible because they're 537 00:23:17,505 --> 00:23:21,265 Speaker 2: so abundant. Right, They're not bad ingredients. These are great ingredients. 538 00:23:21,305 --> 00:23:23,825 Speaker 2: They do exactly what they're supposed to do, but they 539 00:23:23,825 --> 00:23:27,785 Speaker 2: don't cost a lot, right compared to newer ingredients that 540 00:23:27,785 --> 00:23:29,545 Speaker 2: are put out in the market. Right, So when you 541 00:23:29,545 --> 00:23:32,785 Speaker 2: see a brand that's based around you know, they're hyaluronic 542 00:23:32,825 --> 00:23:35,785 Speaker 2: acid that's in every single serum, or you know, an 543 00:23:35,905 --> 00:23:38,785 Speaker 2: ingredient that's not it's just not doing the most it's 544 00:23:38,785 --> 00:23:41,025 Speaker 2: not doing the heavy lifting. Then you're kind of like, 545 00:23:41,105 --> 00:23:43,345 Speaker 2: why would you spend hundreds of dollars on this? Right? 546 00:23:43,345 --> 00:23:46,065 Speaker 2: And it bothers me to see people spending hundreds of 547 00:23:46,065 --> 00:23:50,105 Speaker 2: dollars because they're just they're just sold on this marketing story. 548 00:23:50,065 --> 00:23:52,545 Speaker 1: Because someone told them too, or yeah, somebody told. 549 00:23:52,425 --> 00:23:54,985 Speaker 2: Them to marketing story. You've seen celebrities using it, and 550 00:23:55,025 --> 00:23:57,505 Speaker 2: the celebrities aren't spending any money on this, they're getting 551 00:23:57,505 --> 00:24:00,665 Speaker 2: it for free. So people are just being convinced, right. 552 00:24:00,945 --> 00:24:03,465 Speaker 2: I even tell people, you know, like just because a 553 00:24:03,505 --> 00:24:07,225 Speaker 2: brand has a patent on this, like ingredient technology or something, 554 00:24:07,385 --> 00:24:09,465 Speaker 2: that doesn't necessarily mean it does anything. That's just part 555 00:24:09,505 --> 00:24:12,505 Speaker 2: of the marketing, right. Yeah. So it's like, you know, 556 00:24:13,065 --> 00:24:15,345 Speaker 2: I think that it's really important to be discerning when 557 00:24:15,345 --> 00:24:16,785 Speaker 2: you're spending this amount of money. 558 00:24:16,945 --> 00:24:20,065 Speaker 1: And I think consumers are getting so much more savvy, yeah, 559 00:24:20,105 --> 00:24:23,785 Speaker 1: for sure, with how we shop and want to learn 560 00:24:23,825 --> 00:24:25,425 Speaker 1: and educate ourselves about beauty. 561 00:24:25,505 --> 00:24:27,145 Speaker 2: And so it's really it's not about like I'm not 562 00:24:27,145 --> 00:24:29,545 Speaker 2: telling people they shouldn't buy the products, right, It's more 563 00:24:29,625 --> 00:24:30,905 Speaker 2: like just be aware of what you're buying. 564 00:24:31,825 --> 00:24:35,505 Speaker 1: You recently had an acquisition by ELF? Is it L 565 00:24:35,585 --> 00:24:37,065 Speaker 1: for E L L L. 566 00:24:37,465 --> 00:24:39,705 Speaker 2: Yeah, it's confusing because they do have like they do 567 00:24:39,785 --> 00:24:41,665 Speaker 2: have the dots. It's the dots, but it's because it 568 00:24:41,705 --> 00:24:42,865 Speaker 2: stands for eyes lips faced. 569 00:24:42,865 --> 00:24:43,425 Speaker 1: Oh that's right. 570 00:24:43,905 --> 00:24:45,905 Speaker 2: But they go by ELF and they use LF a lot, 571 00:24:45,945 --> 00:24:48,545 Speaker 2: like they they have elphisms is what they call it. 572 00:24:49,545 --> 00:24:51,505 Speaker 2: So they'll be like, like what the ELF? 573 00:24:51,625 --> 00:24:54,465 Speaker 1: You know, like, yeah, all cute, very cute. That is 574 00:24:54,505 --> 00:24:58,385 Speaker 1: a huge sleigh. Yeah, thank you, congratulations. What were they 575 00:24:58,465 --> 00:25:00,745 Speaker 1: able to bring to the table that you you're a 576 00:25:00,825 --> 00:25:03,985 Speaker 1: very successful founder, but you simply could not just achieve 577 00:25:04,345 --> 00:25:04,785 Speaker 1: on your own. 578 00:25:04,865 --> 00:25:06,985 Speaker 2: Well, I think what people don't realize is if you're 579 00:25:07,105 --> 00:25:09,945 Speaker 2: an indie brand, you're always gonna have cash flow issue. Right. 580 00:25:10,025 --> 00:25:12,785 Speaker 2: It's really hard to get cash because you're I think 581 00:25:12,785 --> 00:25:15,705 Speaker 2: people who are freelancers and contractors understand this. You might 582 00:25:15,745 --> 00:25:18,305 Speaker 2: not get paid for something for months, but you still 583 00:25:18,345 --> 00:25:19,745 Speaker 2: have to continue working. 584 00:25:19,625 --> 00:25:22,585 Speaker 1: And you still have to produce the amount to produce. 585 00:25:22,305 --> 00:25:25,625 Speaker 2: The products, pay people, pay your contractors, like you have 586 00:25:25,665 --> 00:25:27,905 Speaker 2: to have cash, right, So there's like this there's this 587 00:25:27,945 --> 00:25:30,505 Speaker 2: give and take that's happening with your business. And if 588 00:25:30,545 --> 00:25:34,985 Speaker 2: you're a business, that's like really growing fast. That weighs 589 00:25:35,025 --> 00:25:37,825 Speaker 2: on you even harder because it's even harder to keep 590 00:25:37,945 --> 00:25:41,105 Speaker 2: up right, to manage that flow. And so that was 591 00:25:41,105 --> 00:25:43,705 Speaker 2: one of our big things was that it becomes continuously 592 00:25:44,025 --> 00:25:46,225 Speaker 2: stressful to do that. It's not that we couldn't do it, 593 00:25:46,505 --> 00:25:48,545 Speaker 2: but it is. It's stressful, and you have to figure 594 00:25:48,545 --> 00:25:49,305 Speaker 2: out how to get cash. 595 00:25:49,385 --> 00:25:49,545 Speaker 1: Right. 596 00:25:49,985 --> 00:25:52,945 Speaker 2: Two, when you're joining with a big company like Elf 597 00:25:52,945 --> 00:25:56,265 Speaker 2: that already has a lot of distribution and power, I 598 00:25:56,265 --> 00:25:59,505 Speaker 2: guess behind their name, you're getting economies of scale. So 599 00:25:59,625 --> 00:26:01,825 Speaker 2: like now we can place you know, orders that are 600 00:26:01,825 --> 00:26:03,985 Speaker 2: a little bit bigger, but they're already placing massive orders 601 00:26:03,985 --> 00:26:06,345 Speaker 2: with this one company or something, So now we're getting 602 00:26:06,345 --> 00:26:09,105 Speaker 2: a better deal as a whole. Right, They've got the 603 00:26:09,185 --> 00:26:10,945 Speaker 2: inn when it comes to you know, like talking to 604 00:26:10,985 --> 00:26:13,665 Speaker 2: the Sephora team, right, like they trust that if Elf 605 00:26:13,745 --> 00:26:16,185 Speaker 2: is behind us, this brand is going to be a 606 00:26:16,185 --> 00:26:17,865 Speaker 2: good brand to work with, and not like an indie 607 00:26:17,905 --> 00:26:19,945 Speaker 2: brand where there's going to be these ups and downs 608 00:26:19,945 --> 00:26:21,945 Speaker 2: because you know, an indie brand is still struggling a 609 00:26:21,985 --> 00:26:24,425 Speaker 2: little bit, right, So when you've got a big company 610 00:26:24,465 --> 00:26:26,705 Speaker 2: like Elf behind you, you can do so much more. 611 00:26:26,905 --> 00:26:30,145 Speaker 1: So you managed to successfully transition from a full time 612 00:26:30,225 --> 00:26:34,425 Speaker 1: creator to a very very wildly successful founda. What is 613 00:26:34,465 --> 00:26:38,145 Speaker 1: the one unglamorous but essential piece of advice you have 614 00:26:38,345 --> 00:26:40,665 Speaker 1: for any content creator listening to this right now, who 615 00:26:40,705 --> 00:26:42,425 Speaker 1: thinks maybe I should launch a brand? 616 00:26:42,945 --> 00:26:45,985 Speaker 2: You know, I think what content creators don't realize I 617 00:26:46,025 --> 00:26:48,465 Speaker 2: see this right now happening all the time, is that 618 00:26:48,505 --> 00:26:51,945 Speaker 2: they think they're content creators first. And I understand that sentiment. 619 00:26:51,985 --> 00:26:54,025 Speaker 2: They want to be loyal to their community. They want 620 00:26:54,025 --> 00:26:56,345 Speaker 2: to make sure their communities feel like they're still serving 621 00:26:56,385 --> 00:27:00,105 Speaker 2: them with their content. But at some point you have 622 00:27:00,185 --> 00:27:03,065 Speaker 2: to choose, right, like, are you going to be focusing 623 00:27:03,105 --> 00:27:04,905 Speaker 2: on your content or your bread and butter? 624 00:27:05,025 --> 00:27:05,185 Speaker 1: Right? 625 00:27:05,465 --> 00:27:07,265 Speaker 2: And your bread and butter should be that business that 626 00:27:07,305 --> 00:27:10,305 Speaker 2: you're creating, and that business. Yeah, sure, you're content. It 627 00:27:10,345 --> 00:27:12,425 Speaker 2: relies a little bit on your content, for sure. But 628 00:27:12,545 --> 00:27:14,905 Speaker 2: when you become a founder and you're trying to build 629 00:27:14,905 --> 00:27:17,665 Speaker 2: a true brand, you have to give it your all, 630 00:27:17,905 --> 00:27:19,945 Speaker 2: just like you did when you start at your social media. Right. 631 00:27:19,985 --> 00:27:21,785 Speaker 2: It is a business, but this is going to be 632 00:27:21,785 --> 00:27:23,745 Speaker 2: a harder business to try to run because there's so 633 00:27:23,785 --> 00:27:26,065 Speaker 2: many more logistics that are going on behind it. When 634 00:27:26,065 --> 00:27:29,545 Speaker 2: you're a content creator, it is hard. It's an amazing 635 00:27:29,585 --> 00:27:32,385 Speaker 2: privileged position to be in, right, because you get to 636 00:27:32,385 --> 00:27:34,665 Speaker 2: do something that you love and make lots of money 637 00:27:34,745 --> 00:27:36,985 Speaker 2: doing it right if you're successful at it. But the 638 00:27:36,985 --> 00:27:39,585 Speaker 2: difference is you're focusing on yourself right. When you are 639 00:27:39,625 --> 00:27:42,945 Speaker 2: starting a brand, you are not focusing on yourself anymore. 640 00:27:42,945 --> 00:27:45,465 Speaker 2: It's not about you, it's about your employees, it's about 641 00:27:45,505 --> 00:27:48,785 Speaker 2: the customer, it's about the products, it's about you know, 642 00:27:48,825 --> 00:27:51,065 Speaker 2: the business operations that are happening. And so you really 643 00:27:51,065 --> 00:27:53,505 Speaker 2: have to shift that focus. And you can't be a 644 00:27:53,545 --> 00:27:57,225 Speaker 2: content creator first, you know. And also you shouldn't be 645 00:27:57,265 --> 00:27:59,345 Speaker 2: launching a brand that's focused on something you've never talked 646 00:27:59,385 --> 00:28:01,705 Speaker 2: about or sold on your own channel. It still blows 647 00:28:01,745 --> 00:28:03,465 Speaker 2: my mind when I talk to content creators and they're like, 648 00:28:03,625 --> 00:28:05,585 Speaker 2: I've been thinking about starting a brand, and it's like, oh, really, 649 00:28:05,585 --> 00:28:07,945 Speaker 2: have you talked about skincare before? Have you talked about 650 00:28:08,225 --> 00:28:09,065 Speaker 2: alcohol before? 651 00:28:09,865 --> 00:28:10,505 Speaker 1: Or whatever it is? 652 00:28:10,505 --> 00:28:13,745 Speaker 2: They're like no, It's like, well, then what makes you 653 00:28:13,745 --> 00:28:14,865 Speaker 2: think that you should be selling them? 654 00:28:15,025 --> 00:28:17,545 Speaker 1: Yeah, or that you're going to do better than the 655 00:28:17,585 --> 00:28:20,065 Speaker 1: wildly successful brands that are out there in that Niche. 656 00:28:19,865 --> 00:28:22,385 Speaker 2: Exactly, Yeah, Like what are you bringing to the table. 657 00:28:22,385 --> 00:28:23,025 Speaker 2: That's different. 658 00:28:28,865 --> 00:28:33,585 Speaker 1: I have so many favorite nuturian products my brand. I 659 00:28:33,665 --> 00:28:36,665 Speaker 1: want to know what your favorite five. And I know 660 00:28:36,705 --> 00:28:40,225 Speaker 1: that this probably changes all the time, and it's like 661 00:28:40,425 --> 00:28:42,945 Speaker 1: trying to You're asking me to choose favorite child children, 662 00:28:43,505 --> 00:28:47,105 Speaker 1: But in this very moment, what would be your top five? 663 00:28:47,265 --> 00:28:50,505 Speaker 2: I actually do have some favorite children, so do I. 664 00:28:50,505 --> 00:28:51,985 Speaker 1: I mean, it's not my brand, but so do I. 665 00:28:52,345 --> 00:28:55,825 Speaker 1: Barry Bounce in all time. It was one of my 666 00:28:56,025 --> 00:28:59,785 Speaker 1: top products from last year across the entire market. It 667 00:28:59,905 --> 00:29:00,785 Speaker 1: is beautiful. 668 00:29:00,905 --> 00:29:03,225 Speaker 2: Yeah. I love Barrier Bounds as well. It's a really 669 00:29:03,345 --> 00:29:06,505 Speaker 2: unique formula. Yeah, it's a reversal emulsion, meaning that it 670 00:29:06,545 --> 00:29:08,865 Speaker 2: actually starts with oil as the beast instead of water 671 00:29:08,905 --> 00:29:09,385 Speaker 2: as a beast. 672 00:29:09,705 --> 00:29:11,265 Speaker 1: So I think that's why I love it so much, 673 00:29:11,265 --> 00:29:12,105 Speaker 1: because I'm so dry. 674 00:29:12,345 --> 00:29:15,105 Speaker 2: Yes, yeah, And the thing with like a pure oil 675 00:29:15,185 --> 00:29:16,505 Speaker 2: is that it really just kind of sits on the 676 00:29:16,505 --> 00:29:18,665 Speaker 2: surface of your skin. But when you create it like this, 677 00:29:18,825 --> 00:29:21,145 Speaker 2: it's more of a moisturizer, so then you do get 678 00:29:21,145 --> 00:29:23,305 Speaker 2: some hydration and some penetration of the skin, so it 679 00:29:23,345 --> 00:29:25,545 Speaker 2: feels a lot more nourishing for your skin than a 680 00:29:25,625 --> 00:29:29,505 Speaker 2: pure oil. My top top top Holy Grail product is 681 00:29:29,545 --> 00:29:32,705 Speaker 2: our Multipeptide Advanced Serum. I think there's nothing on the 682 00:29:32,705 --> 00:29:35,825 Speaker 2: market like it. It's this beautiful, milky kind of texture. 683 00:29:36,225 --> 00:29:39,145 Speaker 2: It has encapsulated copper peptides in it, which makes the 684 00:29:39,145 --> 00:29:42,225 Speaker 2: copper peptides a little bit more stable because they are antioxidants. 685 00:29:42,585 --> 00:29:44,425 Speaker 2: It also means that you don't have to worry about 686 00:29:44,465 --> 00:29:47,745 Speaker 2: what they're interacting with. Use it as much as you want, morning, nighttime, 687 00:29:48,025 --> 00:29:50,705 Speaker 2: with what other products, with other ingredients, you're not going 688 00:29:50,785 --> 00:29:53,945 Speaker 2: to have a negative interaction at all. And that's actually 689 00:29:53,945 --> 00:29:55,785 Speaker 2: the case with all of our serums. People ask, can 690 00:29:55,825 --> 00:29:58,185 Speaker 2: I use your retinol in the daytime? Sure, go for it. 691 00:29:58,185 --> 00:30:00,905 Speaker 2: It's encapsulated. You don't have to think too hard about it. 692 00:30:01,065 --> 00:30:04,025 Speaker 2: Use our serums. But I love the Multipeptide Advanced Serum. 693 00:30:04,105 --> 00:30:05,825 Speaker 2: It does have a little bit of a barbecue smell 694 00:30:05,825 --> 00:30:08,145 Speaker 2: because we do have encapsulated through like acid in it, 695 00:30:08,425 --> 00:30:11,465 Speaker 2: which is it's very slight because it's encapsulated, so you 696 00:30:11,505 --> 00:30:13,745 Speaker 2: get it at first, but then it dissipates. So that's 697 00:30:13,785 --> 00:30:15,585 Speaker 2: one of my all time favorites. I love the entire 698 00:30:15,665 --> 00:30:16,745 Speaker 2: multipeptide collection. 699 00:30:16,985 --> 00:30:17,425 Speaker 1: The cream. 700 00:30:17,505 --> 00:30:18,545 Speaker 2: The cream is amazing, right. 701 00:30:18,745 --> 00:30:21,625 Speaker 1: I have gotten so many people onto that what is 702 00:30:21,705 --> 00:30:22,705 Speaker 1: in it that makes you. 703 00:30:22,705 --> 00:30:25,345 Speaker 2: Glow, it's actually not prelescent. What it is is that 704 00:30:25,785 --> 00:30:29,025 Speaker 2: we are using ingredients that are superhumanctants. Essentially, it's beautiful. 705 00:30:29,065 --> 00:30:31,585 Speaker 2: Peptides are humactants. That's like what I tell people when 706 00:30:31,585 --> 00:30:33,985 Speaker 2: they're confused about peptides. At the very least, they're going 707 00:30:34,025 --> 00:30:36,425 Speaker 2: to hydrate your skin and plump it up. But it's 708 00:30:36,465 --> 00:30:38,545 Speaker 2: also the way that we created the texture of it 709 00:30:38,545 --> 00:30:40,665 Speaker 2: starts off feeling really rich and thick, yes, but then 710 00:30:40,705 --> 00:30:42,785 Speaker 2: as you rub it, it has this beautiful water break 711 00:30:42,825 --> 00:30:45,185 Speaker 2: and it feels light suddenly. So it's all about the 712 00:30:45,185 --> 00:30:47,505 Speaker 2: way it was formulated that gives you that prelescent look 713 00:30:47,545 --> 00:30:49,865 Speaker 2: to your skin. That's one of my top ones as well, 714 00:30:49,905 --> 00:30:51,425 Speaker 2: but I wouldn't say it's in my top five. If 715 00:30:51,425 --> 00:30:53,065 Speaker 2: I have to choose five, I don't know yet. That's okay, 716 00:30:53,145 --> 00:30:55,545 Speaker 2: But the serum, the serrum is absolutely in the top five. 717 00:30:55,625 --> 00:30:58,345 Speaker 2: Our new milkytner, which is not here yet but hopefully 718 00:30:58,785 --> 00:31:00,345 Speaker 2: if it g you know, I always tell people this, 719 00:31:00,385 --> 00:31:02,865 Speaker 2: if you want a product here, tell the retailer that 720 00:31:02,905 --> 00:31:04,585 Speaker 2: this is what you want, because that helps them understand 721 00:31:04,705 --> 00:31:06,705 Speaker 2: what the customer is looking for as well. We have 722 00:31:06,785 --> 00:31:09,105 Speaker 2: a newer milky toner. It's part of our Multibrite collection. 723 00:31:09,865 --> 00:31:12,105 Speaker 2: Is really hydrating and nourishing for the skin. It feels 724 00:31:12,145 --> 00:31:14,985 Speaker 2: very light, but it also has ingredients like azalic acid. 725 00:31:15,025 --> 00:31:17,905 Speaker 2: It's an azalic acid derivative, which really helps with so 726 00:31:17,985 --> 00:31:20,865 Speaker 2: many different skin issues. It can help with visible redness, 727 00:31:20,905 --> 00:31:23,425 Speaker 2: it can help to balance your oil production, if you 728 00:31:23,425 --> 00:31:26,905 Speaker 2: have clogg pores. It very slightly exfoliates your skin. It 729 00:31:26,905 --> 00:31:29,705 Speaker 2: can help with evening your skin tone. So it's doing 730 00:31:29,705 --> 00:31:31,585 Speaker 2: a lot more than just your typical milky tone or 731 00:31:31,585 --> 00:31:33,785 Speaker 2: that hydrates. It's actually helping with a lot of these 732 00:31:33,825 --> 00:31:36,025 Speaker 2: skin issues. And it's so easy to use. I have 733 00:31:36,065 --> 00:31:38,225 Speaker 2: it on right now. I love it. We have a 734 00:31:38,265 --> 00:31:42,065 Speaker 2: retinal body lotion that is incredible. Yeah, well, I'll have 735 00:31:42,065 --> 00:31:43,225 Speaker 2: to give you some. I'll have to get you some. 736 00:31:43,505 --> 00:31:46,865 Speaker 2: I would also say that I love our Niosinomide cleansing Gela. 737 00:31:47,425 --> 00:31:50,185 Speaker 2: It's to me, I feel like people really underestimate their 738 00:31:50,225 --> 00:31:52,745 Speaker 2: cleansing step. Right. I'm all about a double cleanse. But 739 00:31:52,785 --> 00:31:55,025 Speaker 2: if I have to choose of the five, the cleansing 740 00:31:55,105 --> 00:31:57,665 Speaker 2: Gela is my favorite of our cleansers, and that's because 741 00:31:57,705 --> 00:31:59,945 Speaker 2: it really cleanses your skin well, but it doesn't strip 742 00:31:59,985 --> 00:32:02,985 Speaker 2: your skin, so then you have really nice, fresh, clean 743 00:32:03,065 --> 00:32:04,945 Speaker 2: skin as you go into your skin caroutine, and the 744 00:32:04,945 --> 00:32:07,105 Speaker 2: skincare routine gets to do what it's supposed to do 745 00:32:07,105 --> 00:32:09,105 Speaker 2: instead of trying to balance your skin back out right, 746 00:32:09,345 --> 00:32:12,345 Speaker 2: And I'd say, geez, what would be lucky? 747 00:32:12,425 --> 00:32:12,945 Speaker 1: Number five? 748 00:32:13,345 --> 00:32:16,745 Speaker 2: Probably our KP Body Scrub is also in my top 749 00:32:16,865 --> 00:32:19,745 Speaker 2: five because it travels with me everywhere. It's an expoliant 750 00:32:19,745 --> 00:32:21,985 Speaker 2: of physical expoliant. It's the only physical expoliant that we 751 00:32:22,025 --> 00:32:24,025 Speaker 2: have that has, you know, like this true like a 752 00:32:24,225 --> 00:32:27,265 Speaker 2: graininess to it. It also has ah's in it, like 753 00:32:27,305 --> 00:32:30,545 Speaker 2: glycolic acid, and it exfoliates your skin so well. It 754 00:32:30,585 --> 00:32:33,705 Speaker 2: feels creamy. You get that physical expoliation on your body, 755 00:32:33,825 --> 00:32:36,585 Speaker 2: which feels it feels good. If you're not rough with 756 00:32:36,625 --> 00:32:38,865 Speaker 2: your skin, you just like really use it nicely. It 757 00:32:38,865 --> 00:32:41,465 Speaker 2: can make your skin feel like dolphin skin. Oh my god, 758 00:32:41,465 --> 00:32:42,345 Speaker 2: I actually feel. 759 00:32:42,225 --> 00:32:45,705 Speaker 1: Feel oh oh my goodness, yes, and I feel like 760 00:32:45,705 --> 00:32:48,305 Speaker 1: a dry Desser's. So that beautiful. 761 00:32:48,345 --> 00:32:49,865 Speaker 2: We're going to make sure that changes. 762 00:32:50,945 --> 00:32:55,185 Speaker 1: Finally, after so many years trialing beauty products and treatments, 763 00:32:55,345 --> 00:32:58,305 Speaker 1: what are some other products and treatments you love or 764 00:32:58,345 --> 00:33:00,025 Speaker 1: that are essential to your routine. 765 00:33:00,105 --> 00:33:03,425 Speaker 2: Yeah, okay, so I think that cosmetic treatments. I say 766 00:33:03,465 --> 00:33:05,345 Speaker 2: this all the time. Just because I have a skincare brand. 767 00:33:05,585 --> 00:33:08,505 Speaker 2: It doesn't mean that I rely solely on skincare, absolutely, 768 00:33:08,545 --> 00:33:10,745 Speaker 2: you know, like I really believe there's a power in 769 00:33:10,985 --> 00:33:13,425 Speaker 2: choosing the right in office treatments or even plastic surgery 770 00:33:13,465 --> 00:33:15,105 Speaker 2: if you need it, if you feel like you need 771 00:33:15,145 --> 00:33:17,385 Speaker 2: it right, nobody ever needs it needs it, and then 772 00:33:17,465 --> 00:33:19,745 Speaker 2: combining that with your at home skin care team to 773 00:33:19,785 --> 00:33:22,385 Speaker 2: maintain everything that you've been doing for your skin. Right. 774 00:33:22,545 --> 00:33:24,625 Speaker 2: If I'm not trying to look like I'm in my twenties, 775 00:33:24,665 --> 00:33:26,465 Speaker 2: I want to look like a better version of myself 776 00:33:26,465 --> 00:33:27,105 Speaker 2: in my forties. 777 00:33:27,105 --> 00:33:29,705 Speaker 1: That's it exactly, you know, Like I've had enough sleepe, 778 00:33:30,065 --> 00:33:31,105 Speaker 1: That's exactly. 779 00:33:30,785 --> 00:33:32,625 Speaker 2: It, really, And I'm not angry all the time, you know, 780 00:33:34,425 --> 00:33:36,425 Speaker 2: not thinking so hard. The other thing that I think 781 00:33:36,505 --> 00:33:39,225 Speaker 2: is really important for people is especially for women as 782 00:33:39,225 --> 00:33:42,545 Speaker 2: we're aging, you hit thirty five, start strength training. I 783 00:33:42,625 --> 00:33:45,265 Speaker 2: love my pilates. I love, you know, any other kinds 784 00:33:45,305 --> 00:33:47,505 Speaker 2: of workouts, especially the group ones where I get to 785 00:33:47,505 --> 00:33:49,265 Speaker 2: be with my girlfriends and we make it a date, right, 786 00:33:49,825 --> 00:33:53,625 Speaker 2: But those are complementary to your strength training. We need 787 00:33:53,665 --> 00:33:56,065 Speaker 2: to strength train, and we need it for our health, 788 00:33:56,385 --> 00:33:58,945 Speaker 2: for the way we look. It's going to it's just 789 00:33:58,985 --> 00:34:00,825 Speaker 2: going to be really beneficial for you. You know, like 790 00:34:00,865 --> 00:34:03,785 Speaker 2: it's working on your metabolism, so you are actually losing 791 00:34:03,865 --> 00:34:05,545 Speaker 2: weight if that's what you want to achieve, but you're 792 00:34:05,585 --> 00:34:09,145 Speaker 2: also feeling strong, you know. I think that's really important 793 00:34:09,145 --> 00:34:11,985 Speaker 2: for people. I think women don't take that as seriously. 794 00:34:12,065 --> 00:34:14,905 Speaker 2: We're all about doing something like plarates more and it's 795 00:34:14,945 --> 00:34:16,825 Speaker 2: so important to start strength training. And when I say 796 00:34:16,825 --> 00:34:19,225 Speaker 2: strength training, I mean like go heavy on your wits, 797 00:34:19,705 --> 00:34:22,145 Speaker 2: work up to you know, like be a badass in 798 00:34:22,185 --> 00:34:22,505 Speaker 2: the gym. 799 00:34:22,705 --> 00:34:25,425 Speaker 1: Yeah, go work make someone like make a big buff dude, 800 00:34:25,505 --> 00:34:27,345 Speaker 1: go like she really lifting. 801 00:34:27,385 --> 00:34:31,025 Speaker 2: It's it's and you feel really accomplished afterwards. 802 00:34:31,145 --> 00:34:33,545 Speaker 1: Well, thank you so much, Susan. I could literally pick 803 00:34:33,585 --> 00:34:37,505 Speaker 1: your brain all day. You know everything about everything. This 804 00:34:37,545 --> 00:34:40,945 Speaker 1: is my job. But thank you, and think just we're 805 00:34:40,985 --> 00:34:43,625 Speaker 1: so excited to have you here to play with the 806 00:34:43,665 --> 00:34:44,945 Speaker 1: products in store now. 807 00:34:45,065 --> 00:34:46,505 Speaker 2: Thank you, thank you so much for having me and 808 00:34:46,585 --> 00:34:47,385 Speaker 2: happy birthday. 809 00:34:49,545 --> 00:34:52,705 Speaker 1: Whoa, I am just even more blown away by Susan 810 00:34:52,785 --> 00:34:55,305 Speaker 1: than I was prior and I'm sure everyone is too, 811 00:34:55,385 --> 00:34:57,905 Speaker 1: and yay that we can now go into Sophora to 812 00:34:58,465 --> 00:35:01,425 Speaker 1: properly play with the products and figure out what our 813 00:35:01,465 --> 00:35:04,505 Speaker 1: fabs are. Follow us on TikTok and Instagram, at you 814 00:35:04,585 --> 00:35:07,545 Speaker 1: Beauty Pod or at you Beauty Podcast, Subscribe to our 815 00:35:07,545 --> 00:35:09,985 Speaker 1: newsletter and we'll be back in You is an guyes 816 00:35:10,185 --> 00:35:19,345 Speaker 1: next week. Bye, mm hmmm mm hmmmm mm hmmm 817 00:35:23,505 --> 00:35:23,585 Speaker 2: Hm