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Speaker 1: Beyond the Beauty is a production of I Heart Radio.

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Speaker 1: I'm your host, Bobby Brown. I don't even remember exactly

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Speaker 1: how I connected to Deep a Cut, but I saw her,

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Speaker 1: probably on Instagram. I'm not a regular YouTube viewer, and

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Speaker 1: I just saw this beautiful young woman to this most

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Speaker 1: bizarre thing with a red lipstick, getting rid of these

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Speaker 1: dark circles. You know, as a makeup artist, I'm always

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Speaker 1: open to new things. But what I really love about

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Speaker 1: deep Cut is her hard work, her complete perseverance, having

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Speaker 1: a totally different idea of what a brand should be,

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Speaker 1: and she is solving problems and creating a new category.

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Speaker 1: In case you don't remember, she had a video in

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Speaker 1: two thousand and fifteen where she took a red lip

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Speaker 1: stick and used it as a concealer and a corrector,

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Speaker 1: and it went viral and from there her whole life changed.

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Speaker 1: She now has tens of millions of views on videos

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Speaker 1: of everything from makeup tutorials to having fun with her

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Speaker 1: Indian parents. She has gone from a beauty influencer to

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Speaker 1: a beauty entrepreneur for women of all skin tones. Here's

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Speaker 1: my conversation with Deepca. Hey, Deepicca, how are you? I'm

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Speaker 1: so good. Thank you for having me. Well, first of all,

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Speaker 1: tell me how to pronounce your last name Matthiola Mathiola Yeah, good, yeah, yeah, Okay,

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Speaker 1: one and done. I'm going to call you deep from Yeah. Ever,

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Speaker 1: the fact that you even said deepa, I appreciate you.

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Speaker 1: What do people Topeka depica, I mean all the things. Yeah.

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Speaker 1: So I was trying to remember the first time we connected.

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Speaker 1: I remember it very well because I was geeking out.

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Speaker 1: You messaged my brand Lived hinted asking to send product

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Speaker 1: for something you were doing Indian makeup, yes show. I

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Speaker 1: mean everyone on the team was like screenshotting and sending

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Speaker 1: it to each other and we were like freaking out

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Speaker 1: and then realized we didn't have products out yet. But

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Speaker 1: I was so excited that you thought we did that.

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Speaker 1: I was like, you, guys, we have to cender our

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Speaker 1: color correcters because they are coming to market and if

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Speaker 1: Bobby Brown tries them the o G of color correctors,

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Speaker 1: that's huge. And then I message you directly and I

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Speaker 1: was like, I'm going to be in New York for

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Speaker 1: my launch week. I'd love to meet with you. And

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Speaker 1: on my launch day I came to Jersey and met

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Speaker 1: with you and Facebook Live. Yes, we did a facebove,

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Speaker 1: and I asked you if anyone's ever asked you to

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Speaker 1: be an advisor for a company, and you said, no,

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Speaker 1: no one's ever asked you. And I thought that was crazy,

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Speaker 1: So I asked you. And here we are, and you've

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Speaker 1: been so supportive and great, and here I am, and

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Speaker 1: I am an investor in the company, the first company

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Speaker 1: I've ever invested in. That's actually insane and amazing and

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Speaker 1: honestly for me, I mean, I'm not an investor, so

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Speaker 1: no one because I have a you know, a couple

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Speaker 1: of people I'm really close to that I help ye.

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Speaker 1: But you know, it's not even what the product is

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Speaker 1: at the moment, it's the person. And that's how I choose,

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Speaker 1: you know, who I aligned myself with because when I

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Speaker 1: met you, when I started seeing you, you're very genuine.

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Speaker 1: Thank you you are, You're very genuine. It's too exhausting

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Speaker 1: to not be that. I don't know how people on

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Speaker 1: social media in this world today, Like I feel like

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Speaker 1: if I did that, it would feel like I'm not

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Speaker 1: an actress. Basically, it is what I realized could be.

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Speaker 1: It's it's too hard. I don't know. I grew up

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Speaker 1: in Texas, from a family that they would have slapped

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Speaker 1: me if that's the person I was. And you grew

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Speaker 1: up wearing Texas, he said, Houston, you were born in Texas.

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Speaker 1: I was born in Chicago, but I one years old,

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Speaker 1: no wonder, I'm Chicago, okay, And when did you come

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Speaker 1: to tell me your story? So I graduated college and

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Speaker 1: my dream was to go and work in the beauty

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Speaker 1: industry since day one, Like I was sixteen growing up

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Speaker 1: in Texas, and I was like, I want to be

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Speaker 1: that person who creates a brand for people who look

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Speaker 1: like me. And I think that feeling made me really

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Speaker 1: change so much about myself. I dyed my hair blonde,

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Speaker 1: I got blue contacts. I didn't have to see those.

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Speaker 1: Oh yeah, it's terrify dying. And I got my eyebrows

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Speaker 1: really thin. I did all the things that were not,

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Speaker 1: i mean, the antithesis of what your brand dance were.

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Speaker 1: But at that time, you know, we only did drug

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Speaker 1: store makeup, so that's all I knew. And so I

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Speaker 1: went to college with the mindset of I'm going to

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Speaker 1: go work at the world's biggest beauty brand, go to

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Speaker 1: HBS Harvard Business School, make my parents very proud. And

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Speaker 1: then start my own brand, and then I interned at Loreal,

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Speaker 1: which was a dream come true that I worked my

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Speaker 1: butt off. And in college, I went to the University

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Speaker 1: of Texas and they had a case competition where you

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Speaker 1: basically served as a brand manager for Loreal. They gave

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Speaker 1: you a like point person. You presented in front of

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Speaker 1: the CEO of Lorel and if you won that case competition,

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Speaker 1: you got an internship. And I won that case competition

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Speaker 1: for my school. It was such a great experience. It

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Speaker 1: made me realize I love the marketing side of the

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Speaker 1: beauty industry. And then I got the internship, but I

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Speaker 1: didn't get the full time offer after college. But yeah,

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Speaker 1: I mean, it's going to be a very full circle story,

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Speaker 1: I hope in one day in my life. But that moment,

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Speaker 1: I was like broken and shattered because I had a plan.

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Speaker 1: Like to me, the plan was that I was going

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Speaker 1: to do one thing that will lead to another and

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Speaker 1: then another, and I'm I'm a planner. But it all

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Speaker 1: ended up working out because I ended up getting a

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Speaker 1: job at Birch Box and at the height of it,

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Speaker 1: and I got to learn about how to be an entrepreneur.

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Speaker 1: It was like learning from two female founders and because

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Speaker 1: they went to HBS, my parents like, my daughter will

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Speaker 1: go to HBS perfect and so that was incredible experience.

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Speaker 1: And while I was there, so I was working in

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Speaker 1: New York City. My dream of dreams. I wanted to

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Speaker 1: be Indian Carry Bradshaw and I lived in Perry Street

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Speaker 1: and I was like, oh my god, I'm literally carry.

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Speaker 1: It was great, But then I quit my job because

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Speaker 1: I had a video go viral on YouTube. Basically, I

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Speaker 1: was like, seeing this whole world of influencers, I'm so

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Speaker 1: curious to hear what you were thinking when you saw

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Speaker 1: the world of influencers happened. But to me, I was like,

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Speaker 1: what is even happening? Like billboards and magazines were turning

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Speaker 1: into YouTube videos and Instagram posts and it was just

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Speaker 1: very confusing but also intriguing and made me recognize that

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Speaker 1: there was a hole for somebody who look like me

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Speaker 1: to be doing that. I didn't see a South Asian person.

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Speaker 1: So I saw the beauty industry, India and YouTube, and

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Speaker 1: there wasn't somebody connecting all of those together. So I

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Speaker 1: picked up my iPhone January two fifteen and filmed a

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Speaker 1: video using red lipstick under my eyes to mask dark

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Speaker 1: circles and it went bananas on the it went viral,

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Speaker 1: and when it goes viral, it has ten million views

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Speaker 1: on it, ten million immediately, it has four million. Right

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Speaker 1: now it has right under eleven million. Yeah, it was surreal.

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Speaker 1: I didn't even have paid ads activated on my YouTube.

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Speaker 1: I mean, I didn't know what I was doing. I

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Speaker 1: was just doing it for like fun, And then I

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Speaker 1: quit my job after I got a call from The

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Speaker 1: Today Show to come on air to do this segment.

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Speaker 1: I just kind of felt like this was the sign

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Speaker 1: I was looking for and what was the segment? I

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Speaker 1: used the red lipstick under my eyes. I showed how

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Speaker 1: to do it on live television, and it was scary.

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Speaker 1: My sister was my guinea pig model, and my dad

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Speaker 1: was backstage sitting next to Kid Rock and he was like,

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Speaker 1: what is happening? Where is my life right now? It

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Speaker 1: was just crazy. But I just remember everyone telling me

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Speaker 1: that you go on TV and it's a cool fifteen

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Speaker 1: minutes of fame and your life quote unquote, and that's that.

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Speaker 1: And I was so determined to show people that that

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Speaker 1: wasn't what's going to happen. It's a snowball if you

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Speaker 1: let it be a snowball, and I did and I

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Speaker 1: went for and I just remember that Eminem song you

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Speaker 1: know you get one shot, one opportunity. I was like

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Speaker 1: thinking it and listening to it in my head and

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Speaker 1: oh my god, it just fueled me up and I

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Speaker 1: felt like I was doing exactly what I was meant

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Speaker 1: to do. And one of the producers came up to

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Speaker 1: me afterwards and told me to become be a regular

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Speaker 1: on a monthly basis cool, So have you done that? Yeah?

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Speaker 1: It was great, And but that was in two thousand fifteen,

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Speaker 1: and so I was doing a different segment. They're not

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Speaker 1: going to be happy when they see you in America. Well,

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Speaker 1: now I live in l A. So things have slown

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Speaker 1: down and now I have my own brand, so also

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Speaker 1: it's different. But it was great. I mean for me

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Speaker 1: at that time, being a YouTuber didn't feel like a job.

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Speaker 1: But you also have the energy, you have the positive energy,

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Speaker 1: you have the strength, and it doesn't hurt that you're beautiful.

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Speaker 1: You're like beauty Queenie kinda. I mean, I'll take all

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Speaker 1: these things, but I mean I feel like YouTube was

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Speaker 1: hard for me because I don't know how to sit

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Speaker 1: in front of a computer and talk to a screen.

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Speaker 1: But I loved the energy of a live studio audience

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Speaker 1: and I loved live television, but YouTube and scripting things,

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Speaker 1: it just wasn't natural for me. And so that was tough,

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Speaker 1: like going from working at a company with my best friends,

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Speaker 1: I was dating someone at the time and I lived

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Speaker 1: with somebody, to all of those things not happening, and

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Speaker 1: I was just very alone and working for myself and

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Speaker 1: all the time alone. And for somebody who's an extrovert,

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Speaker 1: that's really really tough. You had to just say self motivated.

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Speaker 1: And so for three years I did the beauty influencer thing.

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Speaker 1: I just grew my social media following and you know,

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Speaker 1: hustling one check after another. I remember I got a

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Speaker 1: call and people are like, oh, what's your day rate?

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Speaker 1: And I just threw out a number and they were like, okay, great,

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Speaker 1: and I was like, oh, I could have like three yes.

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Speaker 1: And that's how I learned. I had no clue. I

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Speaker 1: was my manager, agent, lawyer, assistant, editor, producer. You do

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Speaker 1: all of it in the beginning, I'm sure. I mean

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Speaker 1: I'm sure with your brand, and you had to wear

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Speaker 1: all the hats in the beginning too. It's just like

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Speaker 1: it is what it is. So after three years of

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Speaker 1: doing that, I kind of just was like being approached

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Speaker 1: by other people to start a brand and be like

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Speaker 1: the face of their brand. And I just had this

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Speaker 1: moment of like thinking about the sixteen year old girl

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Speaker 1: in Texas and thinking deep a guy, like are you

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Speaker 1: going to take the easy way out? Are you going

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Speaker 1: to go for your dream? The same thing and every

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Speaker 1: part of my life that I've always thought of, And

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Speaker 1: so I had to go for it. But the difference

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Speaker 1: was that girl at sixteen wanted to build a brand

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Speaker 1: for people who look like her. But after being in

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Speaker 1: the beauty industry on the corporate side as an influencer,

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Speaker 1: now building my own brand, I wanted it to stand

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Speaker 1: for something so much bigger because I had seen that

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Speaker 1: there was so many holes in the market space where

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Speaker 1: people not just like me, but what we say is

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Speaker 1: for every shade in between. Lived tinted Well. I also

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Speaker 1: think lived hinted is such an amazing name. I think

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Speaker 1: that's what first attracted me. I'm like, yeah, of course

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Speaker 1: that makes sense. And Hugh Stick, I think is also

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Speaker 1: such a cool name. That's great to hear, you know

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Speaker 1: it is. It's such a cool name. So, so tell

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Speaker 1: me about the hough sticks. How that came about. Yeah, So,

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Speaker 1: I mean when the video went viral using a red

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Speaker 1: lipstick under my eyes, there's thousands of questions on that

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Speaker 1: YouTube videos, like a focus group, and I didn't know

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Speaker 1: if three years later people still were craving color corrects

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Speaker 1: in the form of like, uh, simplified version of it,

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Speaker 1: a beauty hack version three years later, And so I

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Speaker 1: just asked our community. We started Livetinted as a community

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Speaker 1: platform where we were story telling people's conversations you weren't

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Speaker 1: really hearing in the beauty industry, like facial hair, hyper pigmentation,

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Speaker 1: avoiding the sun, your whole life, like colorism, things that

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Speaker 1: were really deep identity and colors. Yeah, it's people being

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Speaker 1: stereotyped based on the color of their skin and the

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Speaker 1: idea that lighter is beautiful and so those are the

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Speaker 1: kind of things that we were trying to break down.

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Speaker 1: And so that's how we started. And then I just

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Speaker 1: asked the community, what is your number one beauty concern?

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Speaker 1: Where is the whole Why don't people are so busy

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Speaker 1: doing all this research and spending all this money. But

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Speaker 1: I just simply asked they said hyper pigmentation. So three

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Speaker 1: years later, I was being told by my community that

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Speaker 1: hyperfigmentation was still their number one beauty concern. So we

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Speaker 1: created the Hugh Stick, which is a multi stick that

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Speaker 1: you can use on your eyes, cheeks, and lips for

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Speaker 1: just a beautiful shade of color, or use it for

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Speaker 1: color correcting your dark circles. And if you're using it

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Speaker 1: for color correcting, so you use the red. It's not

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Speaker 1: a concealer. You can't just put it on and go

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Speaker 1: to the gym. You can. I mean, here's the thing

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Speaker 1: is like when you're a new brand starting out, like

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Speaker 1: I didn't have all the capital in the world to

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Speaker 1: come out with a million shades. So like a foundation

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Speaker 1: or a concealer is something that when we come out with,

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Speaker 1: I want to do it really right, and it's going

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Speaker 1: to take a lot of time to get it right.

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Speaker 1: In the meantime. To me, a color correct or is

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Speaker 1: a very intimidating product on its own. That's why my

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Speaker 1: red lipstick video did so well. It was a beauty hack.

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Speaker 1: So the idea of creating a really just beautiful multi

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Speaker 1: stick that people can throw in their bag and by

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Speaker 1: the way, it can help with color correcting to me,

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Speaker 1: made a lot of sense to make it more simplified

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Speaker 1: for the everyday girl, which is what I am. I'm

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Speaker 1: totally not a pro MUA like yourself, like and so

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Speaker 1: I think, like I I wanted to just make beauty

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Speaker 1: simplified in a world of Instagram that was so freaking

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Speaker 1: intimidating it's exhausting, you know. So that's my whole goal

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Speaker 1: with this brand is like, yes, we stand for diversity

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Speaker 1: and inclusion. I want us to stand for so much

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Speaker 1: more than just a physical product. To me, being purpose

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Speaker 1: driven is what excites me every single day. Like the

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Speaker 1: messages I get from girls who are like you make

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Speaker 1: me feel beautiful in my skin tone, in my whole life.

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Speaker 1: I avoided the sign like that to me is what

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Speaker 1: we are doing that's important, empowering. It's empowering women to

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Speaker 1: to be who they are, to to really appreciate the

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Speaker 1: color of their skin. I mean, I once did make

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Speaker 1: up for Whitney Houston. Oh my god, she did not

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Speaker 1: want a foundation that matched her skin, and I had

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Speaker 1: the hardest time trying to do something that was the

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Speaker 1: wrong color. And it was it was pretty tough, you know,

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Speaker 1: back then, finding colors that actually matched girls skin totally. Okay,

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Speaker 1: I know this podcast is about me, but I have

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Speaker 1: a question for you at that time, like what made

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Speaker 1: you so aware that it was important as a white

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Speaker 1: Jewish woman, the importance of diversity and inclusion? It fascinates me. Well,

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Speaker 1: it's funny. I'll never forget because I used to do

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Speaker 1: Oprah all the time, and Oprah would say, how does

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Speaker 1: a white Jewish girl know how to do makeup for us?

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Speaker 1: But really no, well really, because I was a makeup

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Speaker 1: artist and I am completely visual human being, and so

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Speaker 1: I would know that what the makeup that I was

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Speaker 1: putting on did not look good. I would look under

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Speaker 1: the photographer's lights. I would look at the film the

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Speaker 1: next day and I'd be like, this doesn't make any sense.

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Speaker 1: It doesn't match, Like, how could I have a girl

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Speaker 1: that I there's no foundations. I remember I went to

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Speaker 1: Bergdorf Goodman and bought every single shade of Chanel, every

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Speaker 1: shade of the most expensive. I'm like, if it's the

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Speaker 1: most expensive, it's got to work. And it didn't because

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Speaker 1: it just didn't match. And I'm like, Okay, So I

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Speaker 1: went to a theatrical makeup store and I'm like I

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Speaker 1: need yellow, I need orange, I need red, I need

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Speaker 1: these tones, I need blue that I'm going to fix

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Speaker 1: the bad foundations. And I started to figure it out,

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Speaker 1: and you ever knew what color model was going to

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Speaker 1: show up for an editorial job. It's amazing. Yeah, So

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Speaker 1: that's how I figured it out, And that, to me,

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Speaker 1: was why having you be a part of this brand

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Speaker 1: was so important to me because people always talk about

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Speaker 1: diversity and inclusion and I feel like it's become such

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Speaker 1: a buzzword. It's a buzzword. It's such a buzzword. But

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Speaker 1: you did it before it was a buzzword and it

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Speaker 1: was just a core part of who you were. And

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Speaker 1: I seem to have done a lot of things that

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Speaker 1: now are very trendy, Like you know, authenticity is a trend.

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Speaker 1: I'm like, hello, you mean being yourself? Right? Being nice

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Speaker 1: as a trend? How long making people look pretty a trend?

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Speaker 1: I don't even know what the trend is now, Like,

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Speaker 1: what is the trend in makeup? Being authentic is is

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Speaker 1: the trend right now? But I think the trend in

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Speaker 1: the beauty world is skincare first. Right now? People care

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Speaker 1: about that more than the makeup. They're like the canvas

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Speaker 1: matters before anything else, right, and also what you put

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Speaker 1: in your body that too. Yeah. By the way, your gummies,

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Speaker 1: I take it like every single day. I'm they taste

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Speaker 1: so good. That's kind of a problem because I want

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Speaker 1: to take so many. Is that bad for me? No?

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Speaker 1: But you don't need the whole bottle, you know, you

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Speaker 1: don't want to walk around with the musk and you're

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Speaker 1: deep blow Yeah, the deep blood. I could use one

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Speaker 1: of those, not when I'm running around the city totally.

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Speaker 1: So you look amazingly lost, you told me. Yeah. So

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Speaker 1: when I launched this brand, I just wasn't thinking about me.

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Speaker 1: I mean, you know how it goes. I was so

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Speaker 1: in my day to day of just hiring people, fundraising,

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Speaker 1: building products, trying to figure out this whole industry, and

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Speaker 1: I just didn't even realize I gained all this weight.

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Speaker 1: But I mean people were pointing it out online, were

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Speaker 1: they really? Well, yeah, I mean that happens, but it

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Speaker 1: is what it is. I also didn't care. It was

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Speaker 1: kind of a really relief in my brain that I

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Speaker 1: went from being an influencer where my literally in my

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Speaker 1: income was based on my photos that I was posting,

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Speaker 1: and to go from that to building a brand where

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Speaker 1: it was about my intellect in my brain. It was

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Speaker 1: a really good feeling for a girl who like did

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Speaker 1: the crash, diet, starved myself, did like, you know, everything

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Speaker 1: under the sun to lose weight to now at this

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Speaker 1: age finally be like, my worth is more than what

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Speaker 1: I look like or what I am on a scale.

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Speaker 1: And so I actually wasn't hard on myself for the

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Speaker 1: first time ever about it. But starting this at the

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Speaker 1: end of last year, my New Year's even, instead of

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Speaker 1: going to a club or something like that for the

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Speaker 1: first time in like a decade, I went to like

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Speaker 1: a wellness retreat in Austin, Texas. It was called Mirrable,

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Speaker 1: and I just like put my phone away how to

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Speaker 1: detox and of every kind and just woke up on

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Speaker 1: January one and said that this was the year I

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Speaker 1: was going to prioritize myself. And prioritizing myself doesn't mean

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Speaker 1: I'm not prioritizing my company. It just means that for

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Speaker 1: my company to scale and get to the size that

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Speaker 1: I wanted to, some changes have to be made. So

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Speaker 1: what are some of the lifestyle changes that you made.

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Speaker 1: I'm a vegetarian now, Yeah, it was more, just like

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Speaker 1: I feel like lighter when I wake up in the morning.

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Speaker 1: That part's been amazing. I do green juice every morning.

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Speaker 1: I know people make fun of that, but I just

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Speaker 1: was like, I don't know, it's just little habits. Meditation

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Speaker 1: has really helped. Oh my god, how long do you meditate?

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Speaker 1: Five to ten minutes? And when? When do you do it?

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Speaker 1: Where do you do it? And do listen to an app? Yeah?

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Speaker 1: I do headspace right when I wake up in the morning,

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Speaker 1: I'm taking five minutes to breathe. I am not a

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Speaker 1: good breather. I never have been, and I've had like

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Speaker 1: a life of neck pain because of it, because I

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Speaker 1: guess I hold my breath. And I'm working with my

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Speaker 1: physical therapist who happens to be my son's girlfriend, Pyle,

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Speaker 1: and she has taught me how to breathe, and it's

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Speaker 1: like that it's starting to come out of my neck.

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Speaker 1: So meditation is on my list. It's just it's and

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Speaker 1: it's you can't be hard on yourself. I think it's

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Speaker 1: just little things. I also journal, but when I say journal,

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Speaker 1: I like, at the end of the day, I write

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Speaker 1: down three things I did that day that I'm proud of. Summer, professional,

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Speaker 1: summer personal, and it just calms my anxiety. Um, I

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Speaker 1: have like really severe anxiety. It's really bad. Everybody does, Yeah,

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Speaker 1: everybody does. I know. And that's the thing is, I

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Speaker 1: just think it needs to be normalized. I think, especially

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Speaker 1: in like people of color, we don't talk about it.

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Speaker 1: It's like a fake problem. It's like get over it.

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Speaker 1: And I that well, I have to say, nobody used

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Speaker 1: the word anxious when I was your age, and yes,

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Speaker 1: we were nervous about things. I always had someone that

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Speaker 1: I can go to to talk about it, you know,

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Speaker 1: my aunt Alice, my husband, things that were bothering me.

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Speaker 1: And my husband was really so amazing. He still is

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Speaker 1: so amazing for me because I if I talked about

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Speaker 1: something that at ten o one at night, He's like no, no, no,

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Speaker 1: And we're seven o'clock in the morning. No, And I'm like,

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Speaker 1: I'm so busy, Like all right, we can't talk about

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Speaker 1: a ten we can't talk about seven in the morning.

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Speaker 1: When could we talk about it? Like he wants to

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Speaker 1: talk about between ten am in the morning and seven

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Speaker 1: o'clock at night, Like that's hard. I got really lucky,

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Speaker 1: it was, Yeah, I got really lucky. He's got some

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Speaker 1: moves too. I saw your TikTok. It was so good.

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Speaker 1: I was like, look at you. I know that was

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Speaker 1: my one and done on TikTok. Well, I don't know,

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Speaker 1: maybe I don't see. You have to teach me a

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Speaker 1: lot about this, Yeah, got to do it. People would

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Speaker 1: died to see you on there. Oh my god, I

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Speaker 1: left that. You just go and DM people and make

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Speaker 1: an effort, and you're just you know, when you think

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00:19:08,440 --> 00:19:11,719
Speaker 1: about everything you've accomplished, you could just kind of just stop. Well,

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Speaker 1: I'm starting over, which is really cool, and I've got,

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Speaker 1: you know, a bunch of other projects I'm working on,

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Speaker 1: and and you know, I just like, what am I

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Speaker 1: going to do? Like, what was I going to do?

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Speaker 1: When I left Bobby Brown Cosmetics? Play golf? Tennis? A

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Speaker 1: lot of people would know. I think it's incredible. Yeah,

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Speaker 1: but you know that's why I'm so interested in working

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Speaker 1: with founders and especially empowering women and teaching them because

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Speaker 1: you know, I don't know how old do you? You're thirty?

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Speaker 1: I mean I didn't know my husband till I was

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Speaker 1: thirty and a half, had my first child a few months.

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Speaker 1: I had my first child at thirty two and launched

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Speaker 1: my company at the same time. Wow. Yeah, So I

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Speaker 1: promised my parents I would start dating this year. Yeah,

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Speaker 1: well you know you'll. I'm sure you're going to find somebody.

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Speaker 1: I am not worried about it. And I think it's

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Speaker 1: all about just actually making an effort. And I'm not

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Speaker 1: going to sit here and say like I don't need

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Speaker 1: no man. It would be nice to go on this

426
00:20:03,880 --> 00:20:05,960
Speaker 1: journey like with somebody. Oh, it's so awesome to have

427
00:20:06,000 --> 00:20:09,080
Speaker 1: a partner, the right partner. Well, of course, and it's

428
00:20:09,119 --> 00:20:11,560
Speaker 1: not easy. You think what you're doing now is easy,

429
00:20:11,680 --> 00:20:14,280
Speaker 1: nor like yeah, I mean what you're doing now is hard.

430
00:20:14,320 --> 00:20:17,280
Speaker 1: It does. It gets hard. Life is always hard, and

431
00:20:17,320 --> 00:20:20,200
Speaker 1: you know what, And I think that's the thing. And also,

432
00:20:20,520 --> 00:20:23,520
Speaker 1: you know, as as the o g here of you know,

433
00:20:23,640 --> 00:20:27,240
Speaker 1: the business world, it's like, slow down. You said that

434
00:20:27,320 --> 00:20:30,160
Speaker 1: to me, so you know, going down you're doing amazing.

435
00:20:30,240 --> 00:20:32,600
Speaker 1: Be so proud. You told me that advice on my

436
00:20:32,680 --> 00:20:35,240
Speaker 1: launch day, and it's really stuck with me. I did

437
00:20:35,280 --> 00:20:37,679
Speaker 1: an interview for Like Refiner yesterday and they asked me like,

438
00:20:37,720 --> 00:20:40,720
Speaker 1: what's the end goal for Lived hinted? And what's the

439
00:20:40,800 --> 00:20:43,000
Speaker 1: dream for Lived hinted? And I was like I'm living

440
00:20:43,040 --> 00:20:45,560
Speaker 1: the dream. I get messages. We just launched Free. The

441
00:20:45,560 --> 00:20:48,080
Speaker 1: shade I'm wearing right now it's like a berry color,

442
00:20:48,200 --> 00:20:51,320
Speaker 1: and the comments were getting from women saying like, I

443
00:20:51,359 --> 00:20:53,720
Speaker 1: can't wait to wear this bright, old, vibrant color on

444
00:20:53,760 --> 00:20:58,400
Speaker 1: my skin tone. It's like Boison Berry exactly. I think, like,

445
00:20:58,720 --> 00:21:01,840
Speaker 1: why am I rushing for the next dream and goal?

446
00:21:02,000 --> 00:21:04,680
Speaker 1: Like I'm doing it. You're doing something with glorious Steinem

447
00:21:04,760 --> 00:21:07,040
Speaker 1: and Diane found First and Burger. I mean, it's like,

448
00:21:07,080 --> 00:21:11,320
Speaker 1: come on, it's surreal and so and Mindy Kalin posted

449
00:21:11,359 --> 00:21:12,639
Speaker 1: me on her page the other day and it was

450
00:21:12,680 --> 00:21:15,040
Speaker 1: just like these things are happening and it's all like

451
00:21:15,200 --> 00:21:18,520
Speaker 1: that's why I do the journal. The journals, Yeah, and

452
00:21:18,560 --> 00:21:20,520
Speaker 1: I remember, and also it calms me down to be

453
00:21:20,560 --> 00:21:24,600
Speaker 1: like things are going incredible. I honestly put a lot

454
00:21:24,640 --> 00:21:28,200
Speaker 1: of this towards the unicorn mentality and the billion dollar

455
00:21:28,280 --> 00:21:30,840
Speaker 1: exits and all the things you see in headlines that

456
00:21:30,840 --> 00:21:33,080
Speaker 1: that's the definition of success, like you see that in

457
00:21:33,119 --> 00:21:35,479
Speaker 1: the press, and it's it really messed me up when

458
00:21:35,520 --> 00:21:37,600
Speaker 1: I started this brand, because when I went to investors,

459
00:21:37,600 --> 00:21:38,920
Speaker 1: they were like, how are you going to be a

460
00:21:39,000 --> 00:21:42,320
Speaker 1: unicorn when fenty already exists. It has one has nothing

461
00:21:42,320 --> 00:21:43,960
Speaker 1: to do with the other. I've and you know what

462
00:21:44,080 --> 00:21:45,920
Speaker 1: my response literally was to them. I was like, did

463
00:21:45,920 --> 00:21:48,560
Speaker 1: you ever ask Bobby Brown how her and Laura Mercy existed?

464
00:21:49,040 --> 00:21:50,960
Speaker 1: And you know, people would say to me, the world

465
00:21:51,000 --> 00:21:53,680
Speaker 1: does not need another cosmetics brand. That's what people said

466
00:21:53,680 --> 00:21:55,000
Speaker 1: to me. And I'm like, he said that to you,

467
00:21:55,040 --> 00:21:58,400
Speaker 1: then yeah, sure they did. Okay, so then and now

468
00:21:58,480 --> 00:22:00,360
Speaker 1: there's a million out there, and you know it, there's

469
00:22:00,440 --> 00:22:03,160
Speaker 1: room for more, and there's room for everything. I mean,

470
00:22:03,160 --> 00:22:06,199
Speaker 1: do you think the world needs another wellness brand? You know? No,

471
00:22:06,560 --> 00:22:09,400
Speaker 1: but it's but there's opportunity if you do something your

472
00:22:09,480 --> 00:22:12,960
Speaker 1: way different and it takes time, like you know now

473
00:22:13,080 --> 00:22:17,439
Speaker 1: launching Evolutionary and it's been two years and you know,

474
00:22:17,680 --> 00:22:20,040
Speaker 1: some things are working, some things are not, some things

475
00:22:20,080 --> 00:22:22,520
Speaker 1: need to shift and turn, but that's how it goes.

476
00:22:22,960 --> 00:22:25,800
Speaker 1: It was like that at Bobby Brown Cosmetics all these years.

477
00:22:25,920 --> 00:22:28,639
Speaker 1: I will say, I think about like the idea of

478
00:22:28,640 --> 00:22:31,359
Speaker 1: like my privilege, Like I think about why I felt

479
00:22:31,359 --> 00:22:33,240
Speaker 1: like I could go for this dream. And there's so

480
00:22:33,240 --> 00:22:36,119
Speaker 1: many people who comment to me and say, like, financially,

481
00:22:36,160 --> 00:22:39,119
Speaker 1: I just can't take that leap. And I quit my

482
00:22:39,200 --> 00:22:41,280
Speaker 1: job without knowing when my next paycheck was going to come.

483
00:22:41,640 --> 00:22:44,159
Speaker 1: Like truthful. And I don't recommend that to people because

484
00:22:44,200 --> 00:22:47,440
Speaker 1: not many, not exactly, but I will say and when

485
00:22:47,480 --> 00:22:49,800
Speaker 1: I really like dig deep with it with my therapist,

486
00:22:50,200 --> 00:22:54,359
Speaker 1: I realized I did have a deep rooted privilege of

487
00:22:54,400 --> 00:22:56,679
Speaker 1: knowing my parents would be there for me if I

488
00:22:56,680 --> 00:22:59,120
Speaker 1: fell flat on my face. And I feel very grateful

489
00:22:59,160 --> 00:23:00,920
Speaker 1: for that because at the end of the day, look

490
00:23:00,960 --> 00:23:03,399
Speaker 1: like at my parents came from India and they came

491
00:23:03,440 --> 00:23:05,200
Speaker 1: to this country to provide a life for their kids.

492
00:23:05,320 --> 00:23:07,000
Speaker 1: I hope to do that for my kids one day.

493
00:23:07,400 --> 00:23:10,359
Speaker 1: I am the farthest away from somebody who ever will

494
00:23:10,359 --> 00:23:12,639
Speaker 1: take a dime from them. It's just not in my

495
00:23:12,720 --> 00:23:15,000
Speaker 1: character at this age and at this point in my life.

496
00:23:15,040 --> 00:23:17,439
Speaker 1: But I do recognize that about myself. And just like

497
00:23:17,480 --> 00:23:19,720
Speaker 1: you said, I think the best thing you can do

498
00:23:19,880 --> 00:23:22,200
Speaker 1: is test something before you take the leap, Like why

499
00:23:22,280 --> 00:23:25,200
Speaker 1: quit your job? Just start it, you know, Like for me,

500
00:23:25,320 --> 00:23:30,879
Speaker 1: I started chunnel exactly, and you stop talking about it,

501
00:23:30,960 --> 00:23:33,399
Speaker 1: stop thinking about it, just do it. Yeah, you know,

502
00:23:33,520 --> 00:23:35,200
Speaker 1: just do it. I have so many people that keep

503
00:23:35,200 --> 00:23:38,000
Speaker 1: telling me what they're gonna do. Yeah, it's like a

504
00:23:38,160 --> 00:23:41,240
Speaker 1: great Yeah, what do you see happening in the beauty

505
00:23:41,240 --> 00:23:43,960
Speaker 1: world from like when you started to now? That excites

506
00:23:43,960 --> 00:23:46,080
Speaker 1: you and like what scares you? Everything? You know? I

507
00:23:46,520 --> 00:23:49,120
Speaker 1: find that the beauty world now was so interesting because

508
00:23:49,119 --> 00:23:52,640
Speaker 1: there's so many different ways to reach the consumer. Back then,

509
00:23:52,680 --> 00:23:56,160
Speaker 1: the way to reach the consumer was advertising and advertising

510
00:23:56,160 --> 00:23:59,520
Speaker 1: and how they depicted women and how to show like

511
00:23:59,680 --> 00:24:02,920
Speaker 1: every bit of makeup that you know is in the collection,

512
00:24:03,040 --> 00:24:06,360
Speaker 1: like it's not realistic. Women don't walk around like that.

513
00:24:06,920 --> 00:24:09,840
Speaker 1: So you know, there's so many other ways to reach people,

514
00:24:09,960 --> 00:24:13,440
Speaker 1: to show people how to do things. And you know, I,

515
00:24:13,440 --> 00:24:15,480
Speaker 1: I know I have a lot of you know, things

516
00:24:15,520 --> 00:24:17,240
Speaker 1: to learn in a lot of ways to do it,

517
00:24:17,640 --> 00:24:20,280
Speaker 1: and that this what scares me the most is someone

518
00:24:20,440 --> 00:24:22,840
Speaker 1: you know, I'm of a certain age, So I don't

519
00:24:22,840 --> 00:24:25,040
Speaker 1: want a YouTube channel where I'm the one doing makeup

520
00:24:25,040 --> 00:24:27,480
Speaker 1: on myself. I'm sixty two years old, Like you know,

521
00:24:27,520 --> 00:24:30,399
Speaker 1: I don't want that. But how then do I teach

522
00:24:30,440 --> 00:24:34,280
Speaker 1: women young women, you know, older women than me? How

523
00:24:34,280 --> 00:24:37,040
Speaker 1: do I teach women to do that? Because there is

524
00:24:37,080 --> 00:24:40,040
Speaker 1: a really big hole I think out there for women

525
00:24:40,520 --> 00:24:44,080
Speaker 1: of a certain age. I love you're doing on Instagram

526
00:24:44,240 --> 00:24:47,720
Speaker 1: of like women with mature skin. Yeah, I love those

527
00:24:47,760 --> 00:24:50,320
Speaker 1: posts and you're showing real everyday makeup And that's like

528
00:24:50,359 --> 00:24:52,639
Speaker 1: to me again, why I felt like we aligned. It's like,

529
00:24:53,080 --> 00:24:54,639
Speaker 1: I am not the girl who knows how to do

530
00:24:54,720 --> 00:24:57,040
Speaker 1: fourteen kinds of contour. And the reason this is a

531
00:24:57,119 --> 00:24:58,960
Speaker 1: multi stick and a color correcter is because I don't

532
00:24:58,960 --> 00:25:01,560
Speaker 1: color correct every day. I actually don't wear makeup every day,

533
00:25:01,680 --> 00:25:04,679
Speaker 1: and I think that's the like beauty today I am,

534
00:25:05,000 --> 00:25:08,680
Speaker 1: but I also didn't do my makeup. Yeah, Chris is here,

535
00:25:08,920 --> 00:25:10,560
Speaker 1: she's over here. You gotta meet her after this. But

536
00:25:10,840 --> 00:25:12,359
Speaker 1: she's one of the makeup artists we worked with to

537
00:25:12,400 --> 00:25:15,359
Speaker 1: develop the line. Like I'm working with professional makeup artists

538
00:25:15,359 --> 00:25:17,639
Speaker 1: because I know I'm not that. I had fifteen members

539
00:25:17,640 --> 00:25:20,280
Speaker 1: of the community come to my house and try the products.

540
00:25:20,280 --> 00:25:22,639
Speaker 1: I know, in hindsight, it's like, what are you thinking?

541
00:25:22,800 --> 00:25:24,520
Speaker 1: They ended up being normal. It was great. It was

542
00:25:24,560 --> 00:25:26,000
Speaker 1: important to me to have them be a part of

543
00:25:26,040 --> 00:25:28,320
Speaker 1: the process. Like and again, that's why it takes a

544
00:25:28,320 --> 00:25:30,840
Speaker 1: long time to develop these products were not people are

545
00:25:30,840 --> 00:25:32,800
Speaker 1: wondering like when when is this coming out? When is

546
00:25:32,800 --> 00:25:36,280
Speaker 1: that coming out? Every single product has an intention behind it,

547
00:25:36,600 --> 00:25:39,119
Speaker 1: launching it and calling it free that was like really

548
00:25:39,160 --> 00:25:41,240
Speaker 1: thought through. I want people to pick up that product

549
00:25:41,240 --> 00:25:44,840
Speaker 1: and feel empowered and feel free, care free, self expression,

550
00:25:44,920 --> 00:25:46,840
Speaker 1: and think of those things when they touch the product.

551
00:25:47,119 --> 00:25:49,200
Speaker 1: But if you're using it as I if you're using

552
00:25:49,240 --> 00:25:52,159
Speaker 1: free as eyes, ladies, and you have light skin, you

553
00:25:52,240 --> 00:25:55,159
Speaker 1: better put dark pencil around your eyes. You're gonna you're

554
00:25:55,160 --> 00:25:57,800
Speaker 1: gonna look like you're hungover. I was so people have

555
00:25:57,840 --> 00:25:59,720
Speaker 1: said that to me. I think I like it on

556
00:25:59,840 --> 00:26:03,159
Speaker 1: light skin the most, as like a lip tint and blush.

557
00:26:03,240 --> 00:26:04,919
Speaker 1: And you know, the thing is, you could use an

558
00:26:04,960 --> 00:26:07,800
Speaker 1: intense color and kind of share it down and you

559
00:26:07,800 --> 00:26:09,280
Speaker 1: could use it on the eye, but you've got to

560
00:26:09,320 --> 00:26:12,240
Speaker 1: be careful how to do it because anything that's a trend,

561
00:26:12,320 --> 00:26:15,760
Speaker 1: like red eyeshadow was a trend, it wasn't very pretty, yes, agree,

562
00:26:16,359 --> 00:26:18,240
Speaker 1: you know, so you've got to know how to fix

563
00:26:18,320 --> 00:26:20,359
Speaker 1: things and how to adjust things. But play with it,

564
00:26:20,440 --> 00:26:23,160
Speaker 1: you know, like it shouldn't be that serious. Have fun.

565
00:26:23,440 --> 00:26:25,879
Speaker 1: It's supposed to be fun, and I feel like sometimes

566
00:26:25,920 --> 00:26:40,520
Speaker 1: YouTube makes it very intimidating. So what's next for you? Like,

567
00:26:40,600 --> 00:26:43,439
Speaker 1: what haven't you done that you're really excited about? I

568
00:26:43,440 --> 00:26:45,720
Speaker 1: don't know it's next, And I'm going to stop pretending

569
00:26:45,760 --> 00:26:48,159
Speaker 1: like an exit with Lori el or Est Ladder. You know,

570
00:26:48,240 --> 00:26:50,720
Speaker 1: Lever is the ultimate dream because I don't know if

571
00:26:50,760 --> 00:26:54,720
Speaker 1: that is, and what's happening right now feels like a

572
00:26:54,800 --> 00:26:57,000
Speaker 1: dream and you're so many years away from it because

573
00:26:57,040 --> 00:26:59,919
Speaker 1: you have how many products right now? One product for Skip,

574
00:27:00,560 --> 00:27:03,199
Speaker 1: so you have a long way to go. And you know,

575
00:27:03,320 --> 00:27:06,120
Speaker 1: I love that the new brands are launching with smaller

576
00:27:06,200 --> 00:27:09,800
Speaker 1: scows hero products. Yes, never could we have done that

577
00:27:11,000 --> 00:27:12,639
Speaker 1: because yeah, I don't. That's why I'm not in a

578
00:27:12,720 --> 00:27:15,840
Speaker 1: retailer yet. I'm having all the conversations, but I don't

579
00:27:15,880 --> 00:27:18,399
Speaker 1: have I'm not in any rush. There's not a rush,

580
00:27:18,440 --> 00:27:20,800
Speaker 1: and you know you're not ready and it would probably

581
00:27:20,840 --> 00:27:23,919
Speaker 1: stress you out. Oh yeah, i'd swallow us. Yeah. I

582
00:27:23,920 --> 00:27:25,480
Speaker 1: mean I've been talking to all of them, which is

583
00:27:25,520 --> 00:27:27,679
Speaker 1: really exciting and awesome, but I want to do it

584
00:27:27,680 --> 00:27:29,320
Speaker 1: in a way where we have a moment in the store,

585
00:27:29,440 --> 00:27:32,080
Speaker 1: not just like one product. The thing is, we're doing

586
00:27:32,160 --> 00:27:35,000
Speaker 1: just fine without a retailer right now, and I know

587
00:27:35,040 --> 00:27:38,719
Speaker 1: your numbers. You're doing more than I'm very It's just

588
00:27:38,800 --> 00:27:41,960
Speaker 1: really cool because a lot of people said the audience

589
00:27:42,000 --> 00:27:44,560
Speaker 1: and the target I was going for wasn't big enough.

590
00:27:45,119 --> 00:27:48,760
Speaker 1: And I love proving people wrong and myself right. So

591
00:27:48,880 --> 00:27:51,880
Speaker 1: tell me about your parents, because they're so cute. They're

592
00:27:52,040 --> 00:27:55,119
Speaker 1: the best. I think about growing up and how I

593
00:27:55,160 --> 00:27:57,679
Speaker 1: didn't want my friends to come over. I feel scarred.

594
00:27:57,680 --> 00:27:58,960
Speaker 1: I had a friend come over when I was a

595
00:27:59,000 --> 00:28:01,240
Speaker 1: kid and want to leave because she couldn't stand the

596
00:28:01,240 --> 00:28:03,119
Speaker 1: smell of the like the chicken curry in my house,

597
00:28:03,480 --> 00:28:06,320
Speaker 1: and that really messed me up. And I yeah, and

598
00:28:06,440 --> 00:28:08,520
Speaker 1: I think a lot of kids go through that when

599
00:28:08,520 --> 00:28:11,320
Speaker 1: they have immigrant parents. And so for me, a big

600
00:28:11,359 --> 00:28:12,919
Speaker 1: part of what I like to do and actually I

601
00:28:13,000 --> 00:28:15,760
Speaker 1: enjoy doing more than my makeup tutorials on my YouTube channel,

602
00:28:16,280 --> 00:28:19,440
Speaker 1: is show them because they're incredible. And I think it's

603
00:28:19,440 --> 00:28:21,400
Speaker 1: a big part of my life. And I think it's

604
00:28:21,400 --> 00:28:24,040
Speaker 1: important for other kids growing up to see their own

605
00:28:24,080 --> 00:28:27,760
Speaker 1: parents and mine and know that our parents are the best.

606
00:28:28,280 --> 00:28:30,920
Speaker 1: They've done everything for us. They've given up their whole

607
00:28:30,920 --> 00:28:33,119
Speaker 1: lives for us. And when I think about all the

608
00:28:33,160 --> 00:28:35,560
Speaker 1: things now as an adult that my family did for

609
00:28:35,600 --> 00:28:38,760
Speaker 1: my sister and myself, like I mean, it gets me

610
00:28:38,840 --> 00:28:41,120
Speaker 1: so emotional, and so anything I can do now to

611
00:28:41,120 --> 00:28:43,840
Speaker 1: pay them back and also help other kids realize that

612
00:28:44,240 --> 00:28:46,720
Speaker 1: things about your culture that you're hiding are actually the

613
00:28:46,760 --> 00:28:48,760
Speaker 1: coolest things about you and you're going to realize it

614
00:28:48,800 --> 00:28:51,200
Speaker 1: one day. So like realize it now and embrace it,

615
00:28:51,600 --> 00:28:54,840
Speaker 1: because it's time you're wasting. And so that's a goal

616
00:28:54,880 --> 00:28:57,720
Speaker 1: of mine now to showcase my culture proud. And I've

617
00:28:57,720 --> 00:29:00,080
Speaker 1: had people that are South Asian in this industry tell me,

618
00:29:00,480 --> 00:29:07,160
Speaker 1: don't be too Indian, I mean exactly yourself. Yes, I

619
00:29:07,200 --> 00:29:10,600
Speaker 1: want to be the example to say just that, be

620
00:29:10,800 --> 00:29:13,240
Speaker 1: fully whoever it is you want to be, and be

621
00:29:13,320 --> 00:29:16,760
Speaker 1: proud of that. And that means showing my family, my culture,

622
00:29:16,880 --> 00:29:18,880
Speaker 1: and all parts of my life and not just the

623
00:29:18,920 --> 00:29:20,720
Speaker 1: beauty side of it. What do you do when you

624
00:29:20,760 --> 00:29:23,720
Speaker 1: go home and you're just exhausted, what you will be

625
00:29:23,840 --> 00:29:26,440
Speaker 1: either after today or after you get back. What do

626
00:29:26,480 --> 00:29:28,920
Speaker 1: you do? I feel like I was trained from my

627
00:29:29,000 --> 00:29:32,080
Speaker 1: previous jobs is that work life balance wasn't a thing,

628
00:29:32,200 --> 00:29:34,560
Speaker 1: and that you have to work work, work, and that

629
00:29:34,560 --> 00:29:37,080
Speaker 1: means weekends and nights. I refuse to make that a

630
00:29:37,080 --> 00:29:39,360
Speaker 1: part of my company culture. I think you can come

631
00:29:39,360 --> 00:29:42,600
Speaker 1: in on working hours and work really really hard and

632
00:29:42,640 --> 00:29:44,239
Speaker 1: love your job enough to wake up the next day

633
00:29:44,240 --> 00:29:46,920
Speaker 1: and work really hard and work really smart. I think

634
00:29:46,960 --> 00:29:49,600
Speaker 1: that's the biggest thing I'm learning. And team building and

635
00:29:49,640 --> 00:29:51,640
Speaker 1: building a culture where people are proud to come into

636
00:29:51,680 --> 00:29:53,800
Speaker 1: the office is what I want to do, and I

637
00:29:53,840 --> 00:29:55,520
Speaker 1: don't want people to think they can't have a work

638
00:29:55,520 --> 00:29:58,640
Speaker 1: life balance. I am getting a massage, I'm getting an

639
00:29:58,640 --> 00:30:01,720
Speaker 1: IVY hydrating ivy. I'm going to take a bath, and

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Speaker 1: I'm going to do a facial. My skin is like

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Speaker 1: so dry from like traveling these things. I used to

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Speaker 1: think we're very selfish. It was spoiled and you know

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Speaker 1: all the things that as I think, like women especially,

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Speaker 1: we feel guilty taking care of ourselves. And I have

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Speaker 1: to change that narrative. It's important. There's girls on my

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Speaker 1: team that are, you know, right out of college and stuff,

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Speaker 1: and I don't want them to see that being a

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Speaker 1: leader means you have to just work yourself to the bone,

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Speaker 1: because that's not a way of life, because what's the

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Speaker 1: point of all of this, like all the success, if

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Speaker 1: you're unhappy. And I found myself becoming very unhappy towards

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Speaker 1: parts of building this company because it's a very lonely journey.

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Speaker 1: So if I don't find ways to find my happy,

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Speaker 1: then why am I doing it well? I look forward

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Speaker 1: to the journey and I'm really glad I get to

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Speaker 1: be part of it. I'm really proud of you. Thank you,

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Speaker 1: and uh I can't wait to see you again. Thank

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Speaker 1: you for coming on awesome. For more podcasts from I

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Speaker 1: Heart Radio, visit the I heart Radio app, Apple Podcasts,

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Speaker 1: or wherever you listen to your favorite show. Those