WEBVTT - Hailey Bieber On the Celebrity Beauty Bubble 0:00:01.639 --> 0:00:02.800 Thank you so much for having us. 0:00:02.800 --> 0:00:05.880 By the way, while you're getting in come sit interviews, 0:00:05.920 --> 0:00:08.280 which I know is like kind of stressful time. 0:00:08.480 --> 0:00:11.160 I am actually like pretty fast with glam though, like 0:00:11.200 --> 0:00:13.640 I just don't like sitting. I'm so antsy, like I 0:00:13.680 --> 0:00:14.920 didn't like sitting in school. 0:00:15.280 --> 0:00:18.920 I'm Emily Chang and this is the circuit today. I'm 0:00:18.960 --> 0:00:21.960 doing something I never thought I would as a business journalist, 0:00:22.120 --> 0:00:24.759 heading to meet my next guest on a sound stage 0:00:24.960 --> 0:00:26.880 in a very special bathroom. 0:00:27.160 --> 0:00:31.200 All right, quiet on set, and what's up you guys. 0:00:31.240 --> 0:00:33.640 It's Haley, and welcome to another episode of Who's in 0:00:33.640 --> 0:00:34.320 My Bathroom. 0:00:34.800 --> 0:00:37.960 She's a trendsetter, magazine cover girl, and wife of one 0:00:37.960 --> 0:00:39.879 of the world's most famous pop stars. 0:00:40.040 --> 0:00:41.280 But Hailey Bieber. 0:00:41.000 --> 0:00:44.000 Wants you to know there's so much more. She recently 0:00:44.080 --> 0:00:47.040 launched her own beauty brand, wrote using a celeb to 0:00:47.200 --> 0:00:50.159 entrepreneur playbook that involves going direct to her audience on 0:00:50.200 --> 0:00:53.080 social media. I met Bieber on the set of her 0:00:53.120 --> 0:00:56.120 YouTube show Who's in My Bathroom, where she interviews other 0:00:56.160 --> 0:00:59.280 famous faces. I wanted to learn more about her content 0:00:59.320 --> 0:01:02.800 to commerce stress, plus how she handles the highs and 0:01:02.880 --> 0:01:06.160 lows of Internet stardom on the very platforms that helped 0:01:06.200 --> 0:01:10.400 her start her business. Here's my conversation with Haley road 0:01:10.760 --> 0:01:14.240 beeber Hello. 0:01:13.840 --> 0:01:16.560 Hello, how's it going? How are you? 0:01:17.319 --> 0:01:19.360 What are the must haves in the uh who's in 0:01:19.360 --> 0:01:20.840 my bathroom glamor routine? 0:01:21.880 --> 0:01:25.000 The must haves in the glamor routine. I'm always so 0:01:25.120 --> 0:01:28.280 big on the skin prep, so it has to be 0:01:28.760 --> 0:01:34.280 really good, like hydrating, dewey, moisturizing skin prep, which obviously 0:01:34.280 --> 0:01:38.440 we use road to prep the skin always, and also 0:01:39.400 --> 0:01:41.480 hydrated lips because I feel like you're sitting in the 0:01:41.480 --> 0:01:43.280 makeup chair like I'm sure you can relate when you're 0:01:43.280 --> 0:01:44.640 like in your hair and make if you're sitting there 0:01:44.640 --> 0:01:47.760 for so long and I feel like your lips get dry. 0:01:47.920 --> 0:01:49.840 Do you ever count the hours that you've spent. 0:01:51.360 --> 0:01:53.680 I would be embarrassed too, to be honest. 0:01:53.840 --> 0:01:56.080 So do you get nervous when you're doing these interviews? 0:01:56.280 --> 0:01:59.000 Sometimes? Sometimes I think for me, it's not even like 0:01:59.000 --> 0:02:02.440 a nervousness. It's just more about like anticipation, anxiety, a 0:02:02.480 --> 0:02:04.880 little bit about wanting to make the person feel comfortable, 0:02:04.920 --> 0:02:07.480 especially if we don't know each other. It's usually easier 0:02:07.520 --> 0:02:10.200 if I know the person ahead of time because you 0:02:10.240 --> 0:02:12.200 know we've already met, we know a little bit about 0:02:12.200 --> 0:02:12.560 each other. 0:02:12.919 --> 0:02:16.600 Gwneth Paltrow on the show, like did she make you 0:02:16.680 --> 0:02:19.120 nervous or was that? Like? Did that feel like? 0:02:19.800 --> 0:02:23.240 She's so kind and so sweet that honestly she made 0:02:23.280 --> 0:02:26.640 me feel really really comfortable and made it easy for me. 0:02:27.360 --> 0:02:30.720 So what's your prep routine? Like one interviewer to another. 0:02:31.000 --> 0:02:33.840 I just don't like to overdo it because I like 0:02:33.840 --> 0:02:36.600 for it to flow very naturally. Most of the time. 0:02:36.639 --> 0:02:38.640 I read like the questions that they've come up with 0:02:38.680 --> 0:02:40.679 that to keep in mind, and then I never ask 0:02:40.760 --> 0:02:42.639 any of them. I just go off and ask kind 0:02:42.639 --> 0:02:44.520 of like my own things that come to mind as 0:02:44.560 --> 0:02:46.840 we're sitting there. But I think it's always good to 0:02:46.880 --> 0:02:48.720 know like what that person has been up to and 0:02:48.760 --> 0:02:52.080 their interests and where they're from and start with that. 0:02:52.120 --> 0:02:55.080 It's kind of like going on a date in what way, 0:02:55.320 --> 0:02:57.320 like you just ask the person about them and get 0:02:57.360 --> 0:02:57.799 to know them. 0:02:57.960 --> 0:03:00.280 I love it. The best interviewers, too, I feel, are 0:03:00.320 --> 0:03:04.200 good listeners, being able to follow our conversations totally, not 0:03:04.440 --> 0:03:07.359 just lead the conversation, which nobody wants to do. Right, 0:03:07.520 --> 0:03:10.720 So you're going direct to your audience with this, and 0:03:11.160 --> 0:03:14.440 you know, the internet's not always a nice place. It's 0:03:14.520 --> 0:03:17.840 been kind of hard on you sometimes on your marriage. 0:03:18.400 --> 0:03:20.480 How does it feel to own and be in control 0:03:20.720 --> 0:03:21.560 of your own attention. 0:03:21.919 --> 0:03:24.680 It's a more comfortable experience for me that way. I 0:03:24.720 --> 0:03:27.440 think it's really hard with the Internet as it is 0:03:27.520 --> 0:03:31.400 about you know, there's narratives that exist for anybody who's 0:03:31.440 --> 0:03:34.040 in the public eye, and there's narratives that exist for 0:03:34.080 --> 0:03:36.920 me that really hurt my feelings and make me really upset. 0:03:37.000 --> 0:03:39.320 But I think that I have had a lot more 0:03:39.360 --> 0:03:42.840 comfort in being able to create my own content that 0:03:43.000 --> 0:03:45.360 I have control over that feels good for me. 0:03:45.720 --> 0:03:49.120 How are you evolving how you use social media. 0:03:49.240 --> 0:03:52.600 I have a great relationship with my channel with youtuo 0:03:52.720 --> 0:03:56.080 because I've found for YouTube to be a really embracing, 0:03:56.240 --> 0:03:59.680 positive place. I have a love hate relationship with TikTok 0:03:59.680 --> 0:04:01.520 because I found for it to be a very nasty, 0:04:01.600 --> 0:04:05.040 negative place, but it is also a place where I 0:04:05.040 --> 0:04:08.440 really like sharing content because I really like the beauty 0:04:08.440 --> 0:04:11.920 community that's attached to TikTok, and I've felt very embraced 0:04:11.960 --> 0:04:15.520 by that beauty community and other beauty creators and fellow 0:04:15.520 --> 0:04:18.520 lovers of skincare and makeup and beauty. So that's why 0:04:18.640 --> 0:04:20.800 that's my love side of TikTok, and my hate side 0:04:20.839 --> 0:04:23.000 of it is a little bit like it's such a 0:04:23.040 --> 0:04:26.680 negative place and when people are talking about negativity on 0:04:26.760 --> 0:04:29.279 TikTok and when they're talking about you, you have a 0:04:29.480 --> 0:04:32.039 face and a voice to the things that are being said, 0:04:32.080 --> 0:04:34.560 so it feels a lot more of like a personal 0:04:34.880 --> 0:04:38.159 attack on you when you see someone vocalizing it. So 0:04:38.240 --> 0:04:40.440 that's been really hard for me, and I try to 0:04:40.440 --> 0:04:42.440 stay away from that side of it as much as 0:04:42.480 --> 0:04:45.080 I can. And Instagram has always been for me just 0:04:45.120 --> 0:04:48.000 like somewhere where I like sharing my life and family 0:04:48.120 --> 0:04:50.919 photos of my dogs and you know, I get to, 0:04:51.279 --> 0:04:54.200 you know, control that content as well as much as possible, 0:04:54.200 --> 0:04:56.000 and it's always been such a great tool. So I 0:04:56.080 --> 0:04:59.000 think the overarching thing for me with all social media 0:04:59.040 --> 0:05:01.200 is just it's a love hate relationship, and I think 0:05:01.200 --> 0:05:03.359 there needs to be boundaries with it, as with anything 0:05:03.480 --> 0:05:03.880 in life. 0:05:04.200 --> 0:05:06.479 Well, you've done so many of these get ready with 0:05:06.480 --> 0:05:08.320 me is we've seen so much of you behind the scenes, 0:05:08.360 --> 0:05:11.679 and like, how have you gotten comfortable with letting people 0:05:11.720 --> 0:05:15.039 see you so vulnerable? And you're you're like, kind of 0:05:15.040 --> 0:05:15.440 these are they? 0:05:15.520 --> 0:05:15.640 Right? 0:05:15.680 --> 0:05:16.640 Iron bathrobe? 0:05:16.839 --> 0:05:18.800 Like, Well, I've gotten more comfortable because I think it's 0:05:18.800 --> 0:05:20.680 allowed people to get to know me more. And I 0:05:20.720 --> 0:05:24.119 do think it has helped people to see more sides 0:05:24.120 --> 0:05:27.120 of me without making assumptions. I think people make really 0:05:27.600 --> 0:05:31.160 vast quick assumptions, and I think when they get to 0:05:31.160 --> 0:05:33.640 see me in these different settings, they can at least 0:05:33.720 --> 0:05:35.599 just digest it and be like, oh, okay, like that 0:05:35.680 --> 0:05:37.680 seems like that's how she is and this is what 0:05:37.720 --> 0:05:40.000 she does and that's her job. And I would just 0:05:40.200 --> 0:05:43.280 rather let people in in a way that's comfortable for me. 0:05:43.480 --> 0:05:45.599 And do you feel like a push on social media 0:05:45.720 --> 0:05:47.840 to be more and more authentic. 0:05:48.200 --> 0:05:50.400 I feel like a push to just do what I'm 0:05:50.440 --> 0:05:52.880 comfortable with. In the beginning, it was a little bit 0:05:52.960 --> 0:05:55.680 uncomfortable for me to put myself out there a little 0:05:55.720 --> 0:05:58.080 bit more or let people in in these ways. I've 0:05:58.120 --> 0:06:01.200 always seen the like positive response to it, where I've 0:06:01.240 --> 0:06:02.560 had people come up to me and said, hey, I 0:06:02.640 --> 0:06:05.080 really appreciated that you talked about this, or I really 0:06:05.160 --> 0:06:07.360 liked that you did this, or when you talked about 0:06:07.480 --> 0:06:10.480 you know, your health struggles, like it really like spoke 0:06:10.560 --> 0:06:12.520 to me because I went through something like that. So 0:06:13.040 --> 0:06:16.680 if it will help create more connection with people, then 0:06:17.040 --> 0:06:17.599 I love. 0:06:17.440 --> 0:06:23.240 That we got to be on the set of Who's 0:06:23.240 --> 0:06:25.560 in My Bathroom, which is so cool connect the dots 0:06:25.600 --> 0:06:27.839 for us, like, how does Who's in My Bathroom connect 0:06:27.839 --> 0:06:31.160 to Road, connect to the growing of this brand and 0:06:31.240 --> 0:06:33.320 what you want to see out of it. 0:06:33.400 --> 0:06:36.240 So I think from the beginning, the content portion of 0:06:36.240 --> 0:06:38.760 everything was really important. And at the same time that 0:06:38.800 --> 0:06:41.680 I was developing the concept of ROAD, I had this 0:06:42.040 --> 0:06:45.880 concept at the same time of starting a YouTube channel, 0:06:45.960 --> 0:06:47.719 and I felt that YouTube was the right space for 0:06:47.760 --> 0:06:49.920 me because I feel like from what I've noticed that 0:06:49.960 --> 0:06:53.719 the audience that connects with someone through YouTube it's more 0:06:53.760 --> 0:06:56.560 sincere in my opinion, and I felt like it was 0:06:57.000 --> 0:06:59.839 an opportunity for me to just show people what I'm into, 0:07:00.120 --> 0:07:02.159 what I'm passionate about, what I'm about, And I had 0:07:02.160 --> 0:07:05.240 this idea of doing this kind of like sit down, 0:07:06.000 --> 0:07:08.680 hang in a really obscure place like the bathroom. And 0:07:08.720 --> 0:07:11.280 the concept really did come from like when you're having 0:07:11.280 --> 0:07:13.240 a night out and you're like in the bathroom with 0:07:13.280 --> 0:07:15.360 your drink and like fixing your makeup and you're like 0:07:15.440 --> 0:07:17.800 chatting with your girls, like, oh my god, like my 0:07:17.960 --> 0:07:19.840 ex is here, Like you just like have these like 0:07:19.960 --> 0:07:22.200 conversations in the bathroom, and I feel like that's where 0:07:22.240 --> 0:07:24.480 like women really connect a lot of the time. And 0:07:24.520 --> 0:07:27.800 then also on top of that, I always tell people that, 0:07:27.840 --> 0:07:29.640 like we can go to the met gala, like the 0:07:29.640 --> 0:07:32.640 most crazy part of it is like happening in the bathroom. 0:07:32.680 --> 0:07:34.680 And you always see those pictures of people from the 0:07:34.720 --> 0:07:37.760 met gala bathroom, and it's because it's true, like everybody's 0:07:37.800 --> 0:07:40.120 kind of like congregated in there and talking and chatting 0:07:40.160 --> 0:07:42.960 and there's pictures happening. So all of those things that 0:07:43.000 --> 0:07:45.720 I've experienced in real life was how I came up 0:07:45.760 --> 0:07:47.360 with the concept of who's in my bathroom? And I 0:07:47.360 --> 0:07:49.960 wanted us to be able to have like real conversations, 0:07:50.320 --> 0:07:52.720 be able to talk about our passions and our businesses 0:07:52.760 --> 0:07:54.680 and things that we love and get silly and drink 0:07:54.720 --> 0:07:57.840 tequila and like get a little tipsy and just like 0:07:58.080 --> 0:08:00.160 make mac and cheese and eat food and I and 0:08:00.400 --> 0:08:03.600 I genuinely wanted to bring people on that like our friends, 0:08:03.720 --> 0:08:07.200 our new friends are you know, people who I admire, 0:08:07.280 --> 0:08:09.160 And it just kind of really turned into this thing 0:08:09.240 --> 0:08:12.800 of like this connection point in community, and it's been 0:08:12.920 --> 0:08:14.920 so so so much fun and such a good journey, 0:08:14.960 --> 0:08:17.679 and all while doing that. On the other side of things, 0:08:17.760 --> 0:08:23.200 we were weaving in conversations early early, early on about skincare, 0:08:23.240 --> 0:08:26.400 about beauty, about you know, we were like using road 0:08:26.440 --> 0:08:28.680 on camera before people even knew road. This road. It 0:08:29.320 --> 0:08:32.520 didn't to the public, it didn't exist, but we were 0:08:32.520 --> 0:08:35.160 feeding it in the whole entire time so that it 0:08:35.200 --> 0:08:37.640 would just be this kind of natural evolution. And it 0:08:37.679 --> 0:08:40.360 has continued to be this natural evolution. There's nothing better 0:08:40.400 --> 0:08:43.000 than being able to kind of really have ownership over 0:08:43.040 --> 0:08:46.000 your own platform and it be this this machine that's 0:08:46.080 --> 0:08:49.040 kind of funneling all things in one space. 0:08:49.600 --> 0:08:52.400 Well you are multi platform in a multimedia world. 0:08:52.480 --> 0:08:54.360 And it continues and it's been really fun. You know, 0:08:54.400 --> 0:08:57.280 we're doing what's in my kitchen, which is just kind 0:08:57.280 --> 0:08:59.600 of like recipes and cooking, and like I really really 0:08:59.679 --> 0:09:02.560 loved to cook, and I've definitely been getting more and 0:09:02.559 --> 0:09:04.880 more into my little recipes and stuff. It's really just 0:09:04.880 --> 0:09:07.160 because I like sharing things with people. I don't like 0:09:07.160 --> 0:09:09.680 to gatekeep things. I want to share the things that 0:09:09.720 --> 0:09:11.520 I find to be delicious with the world. I want 0:09:11.559 --> 0:09:13.640 to share things that I find to be great skincare 0:09:13.679 --> 0:09:17.560 hacks with the world, so you know, that's really what 0:09:17.559 --> 0:09:18.040 we're doing. 0:09:18.240 --> 0:09:21.160 I appreciate you sharing corse learning new. 0:09:21.040 --> 0:09:21.720 Tips every day. 0:09:21.800 --> 0:09:23.680 That's one I was like, oh, I've never seen. 0:09:23.480 --> 0:09:25.400 That, and then I saw that on TikTok, where I'm 0:09:25.440 --> 0:09:28.000 just like, That's what I mean about this community of life. 0:09:28.040 --> 0:09:31.240 There's so much to learn, there's so much to connect over, 0:09:31.280 --> 0:09:32.880 and I think that's what makes it really fun. 0:09:32.960 --> 0:09:35.640 Before you started a company, what was your impression of 0:09:35.679 --> 0:09:37.960 Silicon Valley and what it takes to be a founder? 0:09:38.840 --> 0:09:43.120 Honestly, I didn't really know. I don't really feel like 0:09:43.240 --> 0:09:45.760 you know what it takes and what it's like and 0:09:45.800 --> 0:09:48.400 how it is until you're actually in the process. I 0:09:48.400 --> 0:09:51.880 felt like I went into it very honest about what 0:09:52.000 --> 0:09:53.640 I didn't know, and I feel like I'm still honest 0:09:53.679 --> 0:09:55.640 about what I don't know. And that's why there are 0:09:55.640 --> 0:09:58.520 so many people that are experts in their fields around 0:09:58.520 --> 0:10:01.280 all of this. So I kind of just always went 0:10:01.360 --> 0:10:03.679 into it asking a million and one questions. But I 0:10:03.679 --> 0:10:06.360 feel like I'm I'm a fast learner and I really 0:10:06.440 --> 0:10:08.680 love to absorb information, so that was kind of my 0:10:08.720 --> 0:10:11.960 biggest thing from the beginning is just asking all the 0:10:12.040 --> 0:10:14.880 questions and really trying to absorb the information and then 0:10:15.000 --> 0:10:17.559 also just living through it and kind of learning as 0:10:17.559 --> 0:10:17.760 I go. 0:10:18.120 --> 0:10:20.720 Elon Musk has said starting a company is like staring 0:10:20.800 --> 0:10:24.160 into the abyss and eating glass. Hm, how did it 0:10:24.200 --> 0:10:24.640 feel for you? 0:10:26.480 --> 0:10:29.360 I think anything that you take a leap of faith 0:10:29.400 --> 0:10:33.199 with is scary, and I think that you never really 0:10:33.280 --> 0:10:36.040 know how it's gonna be received until it's out there 0:10:36.040 --> 0:10:37.880 in the world, and that's a huge risk to take. 0:10:38.040 --> 0:10:40.520 But I felt really confident in in our brand and 0:10:40.559 --> 0:10:43.400 like what the idea was behind it, and because it's 0:10:44.600 --> 0:10:48.280 my baby and I'm just like in it every single 0:10:48.360 --> 0:10:51.240 day and i am so passionate about it and I'm 0:10:51.320 --> 0:10:54.040 so involved with it. My hand is so involved in 0:10:54.080 --> 0:10:56.080 everything that I trust for it to be out in 0:10:56.120 --> 0:10:57.480 the world. And maybe that makes me sound like a 0:10:57.520 --> 0:11:00.320 little bit of a control break, but that's because with 0:11:00.400 --> 0:11:03.520 this I am, like, I really am just passionate about 0:11:03.600 --> 0:11:05.680 being involved in every aspect of it because I really 0:11:05.679 --> 0:11:08.240 want people to know and to feel like it's me 0:11:08.520 --> 0:11:11.240 and it's a representation of me, and I also just 0:11:11.240 --> 0:11:12.959 want the products to be awesome. 0:11:13.080 --> 0:11:14.960 Yeah, So no, eating glass moments. 0:11:15.200 --> 0:11:18.720 That's like a very like broad thing, you know, eating glass. 0:11:18.720 --> 0:11:21.160 I mean, it's definitely yeah. I get there's there's pains 0:11:21.200 --> 0:11:22.880 to it. There's a lot of growing pains, there's a 0:11:22.880 --> 0:11:26.760 lot of learning pains, and we're still learning every single day. 0:11:27.080 --> 0:11:29.360 So I get the eating glass thing for sure. 0:11:30.160 --> 0:11:32.040 What kind of market research did you do? Like, did 0:11:32.080 --> 0:11:35.640 you try everything from Walgreens to Chanelle? And where did 0:11:35.640 --> 0:11:37.079 you see something missing? 0:11:37.320 --> 0:11:40.040 That's exactly where I started. Actually it was during the pandemic. 0:11:40.240 --> 0:11:44.359 And I am someone who, like I'll say, is a 0:11:44.400 --> 0:11:47.200 skincare and beauty junkie. I kind of always have been 0:11:47.280 --> 0:11:49.440 since I was a little kid. I remember always loving 0:11:49.600 --> 0:11:52.319 going in my mom's bathroom and trying all her stuff 0:11:52.360 --> 0:11:54.480 and her creams and her makeup and everything. And then 0:11:54.520 --> 0:12:00.600 also my mom's mom, my grandma, she always loved like creams, skincare. 0:12:00.640 --> 0:12:02.840 She had this crazy obsession with it my whole life. 0:12:02.880 --> 0:12:06.080 So I felt like I was always trying their stuff, 0:12:06.080 --> 0:12:08.400 and they were always showing me and telling me about 0:12:08.440 --> 0:12:11.360 things that they really like. That always kind of stuck 0:12:11.440 --> 0:12:14.280 with me. And when the pandemic hit, I was like, alright, 0:12:14.960 --> 0:12:17.560 this is the time that I really wanna nail down 0:12:17.559 --> 0:12:19.719 my idea and nail down what it is I wanna do. 0:12:20.400 --> 0:12:22.880 And I started with exactly what you're talking about, which 0:12:22.960 --> 0:12:26.200 was trying everything that was on the market. I was 0:12:26.240 --> 0:12:29.320 like online shopping every single day, like I'm gonna try 0:12:29.400 --> 0:12:31.360 all the best sellers at Sephora. I'm gonna try all 0:12:31.360 --> 0:12:33.160 the best sellers from this place, like I'm gonna just 0:12:33.200 --> 0:12:36.360 get everything. And I would literally get deliveries of like 0:12:36.480 --> 0:12:39.920 hordes of skincare and beauty stuff, and I was just 0:12:40.640 --> 0:12:43.800 trying everything, what works, what doesn't, what's popular, what's not, 0:12:44.600 --> 0:12:47.520 And that kind of really helped me hone down, which 0:12:47.600 --> 0:12:51.200 was already my philosophy that like less is more. I 0:12:51.320 --> 0:12:54.720 found that the more simple that I kept it, the 0:12:54.840 --> 0:12:57.160 easier it was to maintain that routine, and the better 0:12:57.240 --> 0:13:00.319 it was for my skin. So that was really how 0:13:00.360 --> 0:13:00.880 I got there. 0:13:01.240 --> 0:13:04.440 Initially there was a super long waiting list. Was scarcity 0:13:04.559 --> 0:13:06.520 part of the plan or part of the strategy? People 0:13:06.600 --> 0:13:07.480 want what they can't have? 0:13:07.720 --> 0:13:10.840 Or no? I I almost wish that it it was, 0:13:10.920 --> 0:13:13.040 cause then maybe that would be a better explanation for 0:13:13.120 --> 0:13:16.120 why we did as much demand planning as we could 0:13:16.240 --> 0:13:19.800 for what we were projecting. Was going to be the 0:13:19.800 --> 0:13:25.280 feedback and the popularity, but it just completely far exceeded 0:13:25.280 --> 0:13:30.640 everyone's planning and expectations, which is such an amazing thing. 0:13:30.720 --> 0:13:33.000 But I wanted everybody to get their hands on it 0:13:33.040 --> 0:13:35.160 as soon as they could. But it's just when you're 0:13:35.240 --> 0:13:39.000 up against supply chain issues, and there's so many brands 0:13:39.040 --> 0:13:42.240 have been struggling with supply chain for especially since you know, 0:13:42.320 --> 0:13:45.720 COVID happened. But you know, I think now we finally 0:13:46.000 --> 0:13:49.640 are in a place where we really know the metrics 0:13:49.640 --> 0:13:52.680 and we understand what the numbers are, and it just 0:13:52.720 --> 0:13:55.640 takes time to gather all of that information. So I 0:13:55.679 --> 0:13:58.400 am very grateful that people have been patient and like 0:13:58.559 --> 0:14:00.960 stuck it out and waited. My goal with the brand 0:14:01.000 --> 0:14:02.440 is always to do the best that we can and 0:14:02.600 --> 0:14:04.440 get it to people as fast as we can. You know, 0:14:04.600 --> 0:14:06.720 people from all over the world have been asking for 0:14:06.760 --> 0:14:08.240 it and asking for it, and I'm like, if I 0:14:08.240 --> 0:14:10.440 could snap my fingers tomorrow and get it everywhere at 0:14:10.480 --> 0:14:13.400 one time, I totally would. It's just it takes time 0:14:13.559 --> 0:14:14.120 and planning. 0:14:14.200 --> 0:14:16.559 So let's talk about the growth plan, because you are 0:14:16.640 --> 0:14:19.760 expanding globally, what's the ambition there? Where do you want 0:14:19.760 --> 0:14:22.160 to be what about new products. 0:14:22.360 --> 0:14:24.800 I want to be everywhere possible. Like I said before, 0:14:24.800 --> 0:14:29.760 it just takes strategy and planning, and you know, I 0:14:29.800 --> 0:14:33.920 wanted to go into different territories in different places and 0:14:34.480 --> 0:14:36.360 to be able to have the inventory we need to 0:14:36.400 --> 0:14:38.640 do that and to have the plans in place to 0:14:38.640 --> 0:14:40.600 be able to do that. So with Canada, that was 0:14:40.760 --> 0:14:44.520 what we felt like was the next best territory to 0:14:44.640 --> 0:14:48.240 enter into. Uh, not only because it is right here 0:14:48.360 --> 0:14:50.920 right you know, basically the neighbor to the US, but 0:14:50.960 --> 0:14:53.320 also because my husband's Canadian. So I really felt like 0:14:53.680 --> 0:14:56.240 Canada needed to go next. And then our plan is 0:14:56.280 --> 0:14:58.400 to then go into the UK and we're kind of 0:14:58.480 --> 0:15:01.520 just taking it one place at a time and seeing 0:15:02.000 --> 0:15:04.720 what naturally is the next place and naturally is the 0:15:04.760 --> 0:15:05.360 next step. 0:15:05.800 --> 0:15:08.120 You've said that people approached you to do a skincare 0:15:08.160 --> 0:15:11.360 line without giving you any real control, like why not 0:15:11.400 --> 0:15:14.239 take the easy route, not eating glass routes. 0:15:14.480 --> 0:15:18.040 I care so much about my vision for the brand, 0:15:18.360 --> 0:15:20.360 and I think what's been so nice for me and 0:15:20.720 --> 0:15:23.920 the most fun part is that I'm able to really 0:15:24.440 --> 0:15:28.080 bring my vision to life without so many people giving 0:15:28.080 --> 0:15:30.320 me so many different inputs and telling me, well, we 0:15:30.360 --> 0:15:32.200 think it should be this way. I have such an 0:15:32.240 --> 0:15:35.160 amazing team who really wants to help execute my vision. 0:15:35.640 --> 0:15:39.080 And I think sometimes when you go work with an incubator, 0:15:39.120 --> 0:15:41.360 work with a brand that's already established, it's like they 0:15:41.480 --> 0:15:44.240 just want you to do what their vision is, and 0:15:44.320 --> 0:15:46.680 I just don't find that to be very innovative, at 0:15:46.720 --> 0:15:47.320 least not for me. 0:15:47.680 --> 0:15:49.880 There's a lot of folks who think celebrities don't get 0:15:49.880 --> 0:15:52.880 into the details of their brands, Like, what are you 0:15:52.920 --> 0:15:54.840 doing here on a day to day basis? Sounds like 0:15:54.880 --> 0:15:56.080 you're pretty deep in the details. 0:15:56.600 --> 0:15:58.720 I'm very, very deep in the details. I'm the creative 0:15:58.720 --> 0:16:02.080 director of the brand. So all of the packaging, all 0:16:02.120 --> 0:16:05.680 of the concepts for the photo shoots, the concepts for 0:16:06.160 --> 0:16:11.520 our mailers, for the color ways, to the everything that 0:16:11.560 --> 0:16:13.800 you could imagine that has to do with the creative 0:16:13.840 --> 0:16:18.320 direction of the entire brand is like, that's my job here. 0:16:18.680 --> 0:16:21.840 And also the formulation is my Also the other thing 0:16:21.840 --> 0:16:24.800 that I'm the most involved in, so testing the products, 0:16:24.800 --> 0:16:26.920 talking about what I want to be the next product, 0:16:27.400 --> 0:16:30.200 you know, figuring out our timeline and the pipeline for 0:16:30.280 --> 0:16:31.760 what we want to come and when we want it 0:16:31.800 --> 0:16:34.120 to come and kind of going back and forth about 0:16:34.160 --> 0:16:37.360 new iterations. When we were developing, like for example, our 0:16:37.800 --> 0:16:41.840 barrier restore cream, we had seventeen different versions of it 0:16:42.000 --> 0:16:43.640 because I was like, mm, I think this needs to 0:16:43.640 --> 0:16:45.840 be a little bit different, and then the viscosity of it, 0:16:45.880 --> 0:16:47.240 and then this thing, and then this thing, and then 0:16:47.240 --> 0:16:49.240 it like at the end, we got there after like 0:16:49.280 --> 0:16:52.280 the seventeenth try. And that stuff takes a long time 0:16:52.280 --> 0:16:54.520 because it's like you gotta test it, send it back, 0:16:54.600 --> 0:16:56.760 like tell the lab. The lab has to tweak it, 0:16:56.800 --> 0:16:59.440 they have to read like it takes time to get 0:16:59.440 --> 0:17:02.800 it right. The two biggest things actually are the aesthetic 0:17:02.920 --> 0:17:04.880 and what it makes you feel, and then the actual 0:17:05.119 --> 0:17:08.280 product itself that you're using. I wanted it to be 0:17:08.440 --> 0:17:13.919 so so so effective and like really feel luxurious and 0:17:14.000 --> 0:17:16.720 great and really work and be great for the skin. 0:17:16.840 --> 0:17:19.640 So it's like those two pillars in the brand are 0:17:19.680 --> 0:17:22.760 the two pillars that I am like the most involved in. 0:17:22.840 --> 0:17:25.200 And then all the decisions that are being made I 0:17:25.560 --> 0:17:28.320 involve myself in because, like I said, like maybe that's 0:17:28.359 --> 0:17:30.280 because I'm a little bit of a control freak with it, 0:17:30.320 --> 0:17:32.480 and I just I really just want to know and 0:17:32.560 --> 0:17:35.040 learn and be in the loop of everything, because it's 0:17:35.119 --> 0:17:37.280 just this brand is like so important. 0:17:36.920 --> 0:17:38.840 To me, So are you and justin like digging into 0:17:38.840 --> 0:17:39.920 spreadsheets late at night. 0:17:40.960 --> 0:17:44.520 Him not so much, but maybe me a little bit more. 0:17:44.680 --> 0:17:48.040 He Yeah, he's definitely. Also. I run things back him 0:17:48.040 --> 0:17:50.520 all the time and he gives his input and I 0:17:50.840 --> 0:17:52.000 appreciate that for sure. 0:17:52.200 --> 0:17:54.239 I know you're funding the most of this with your 0:17:54.240 --> 0:17:54.680 own money. 0:17:54.760 --> 0:17:55.320 Yeah. 0:17:55.359 --> 0:17:57.600 Are you planning to take on new investment or raise 0:17:57.640 --> 0:17:58.200 new funding. 0:17:58.840 --> 0:18:01.280 I think if the time comes where that makes sense 0:18:01.320 --> 0:18:04.080 and it's necessary, then I will and I would, But 0:18:04.200 --> 0:18:07.080 for right now it has not been the case and 0:18:07.119 --> 0:18:09.200 it hasn't been needed. We're just trying to take it slow. 0:18:09.200 --> 0:18:10.919 I mean, my goal is to retain as much of 0:18:10.960 --> 0:18:13.159