Speaker 1: Thank you so much for having us.
Speaker 2: By the way, while you're getting in come sit interviews,
Speaker 2: which I know is like kind of stressful time.
Speaker 1: I am actually like pretty fast with glam though, like
Speaker 1: I just don't like sitting. I'm so antsy, like I
Speaker 1: didn't like sitting in school.
Speaker 3: I'm Emily Chang and this is the circuit today. I'm
Speaker 3: doing something I never thought I would as a business journalist,
Speaker 3: heading to meet my next guest on a sound stage
Speaker 3: in a very special bathroom.
Speaker 2: All right, quiet on set, and what's up you guys.
Speaker 1: It's Haley, and welcome to another episode of Who's in
Speaker 1: My Bathroom.
Speaker 3: She's a trendsetter, magazine cover girl, and wife of one
Speaker 3: of the world's most famous pop stars.
Speaker 2: But Hailey Bieber.
Speaker 3: Wants you to know there's so much more. She recently
Speaker 3: launched her own beauty brand, wrote using a celeb to
Speaker 3: entrepreneur playbook that involves going direct to her audience on
Speaker 3: social media. I met Bieber on the set of her
Speaker 3: YouTube show Who's in My Bathroom, where she interviews other
Speaker 3: famous faces. I wanted to learn more about her content
Speaker 3: to commerce stress, plus how she handles the highs and
Speaker 3: lows of Internet stardom on the very platforms that helped
Speaker 3: her start her business. Here's my conversation with Haley road
Speaker 3: beeber Hello.
Speaker 1: Hello, how's it going? How are you?
Speaker 2: What are the must haves in the uh who's in
Speaker 2: my bathroom glamor routine?
Speaker 1: The must haves in the glamor routine. I'm always so
Speaker 1: big on the skin prep, so it has to be
Speaker 1: really good, like hydrating, dewey, moisturizing skin prep, which obviously
Speaker 1: we use road to prep the skin always, and also
Speaker 1: hydrated lips because I feel like you're sitting in the
Speaker 1: makeup chair like I'm sure you can relate when you're
Speaker 1: like in your hair and make if you're sitting there
Speaker 1: for so long and I feel like your lips get dry.
Speaker 2: Do you ever count the hours that you've spent.
Speaker 1: I would be embarrassed too, to be honest.
Speaker 2: So do you get nervous when you're doing these interviews?
Speaker 1: Sometimes? Sometimes I think for me, it's not even like
Speaker 1: a nervousness. It's just more about like anticipation, anxiety, a
Speaker 1: little bit about wanting to make the person feel comfortable,
Speaker 1: especially if we don't know each other. It's usually easier
Speaker 1: if I know the person ahead of time because you
Speaker 1: know we've already met, we know a little bit about
Speaker 1: each other.
Speaker 2: Gwneth Paltrow on the show, like did she make you
Speaker 2: nervous or was that? Like? Did that feel like?
Speaker 1: She's so kind and so sweet that honestly she made
Speaker 1: me feel really really comfortable and made it easy for me.
Speaker 2: So what's your prep routine? Like one interviewer to another.
Speaker 1: I just don't like to overdo it because I like
Speaker 1: for it to flow very naturally. Most of the time.
Speaker 1: I read like the questions that they've come up with
Speaker 1: that to keep in mind, and then I never ask
Speaker 1: any of them. I just go off and ask kind
Speaker 1: of like my own things that come to mind as
Speaker 1: we're sitting there. But I think it's always good to
Speaker 1: know like what that person has been up to and
Speaker 1: their interests and where they're from and start with that.
Speaker 1: It's kind of like going on a date in what way,
Speaker 1: like you just ask the person about them and get
Speaker 1: to know them.
Speaker 2: I love it. The best interviewers, too, I feel, are
Speaker 2: good listeners, being able to follow our conversations totally, not
Speaker 2: just lead the conversation, which nobody wants to do. Right,
Speaker 2: So you're going direct to your audience with this, and
Speaker 2: you know, the internet's not always a nice place. It's
Speaker 2: been kind of hard on you sometimes on your marriage.
Speaker 2: How does it feel to own and be in control
Speaker 2: of your own attention.
Speaker 1: It's a more comfortable experience for me that way. I
Speaker 1: think it's really hard with the Internet as it is
Speaker 1: about you know, there's narratives that exist for anybody who's
Speaker 1: in the public eye, and there's narratives that exist for
Speaker 1: me that really hurt my feelings and make me really upset.
Speaker 1: But I think that I have had a lot more
Speaker 1: comfort in being able to create my own content that
Speaker 1: I have control over that feels good for me.
Speaker 2: How are you evolving how you use social media.
Speaker 1: I have a great relationship with my channel with youtuo
Speaker 1: because I've found for YouTube to be a really embracing,
Speaker 1: positive place. I have a love hate relationship with TikTok
Speaker 1: because I found for it to be a very nasty,
Speaker 1: negative place, but it is also a place where I
Speaker 1: really like sharing content because I really like the beauty
Speaker 1: community that's attached to TikTok, and I've felt very embraced
Speaker 1: by that beauty community and other beauty creators and fellow
Speaker 1: lovers of skincare and makeup and beauty. So that's why
Speaker 1: that's my love side of TikTok, and my hate side
Speaker 1: of it is a little bit like it's such a
Speaker 1: negative place and when people are talking about negativity on
Speaker 1: TikTok and when they're talking about you, you have a
Speaker 1: face and a voice to the things that are being said,
Speaker 1: so it feels a lot more of like a personal
Speaker 1: attack on you when you see someone vocalizing it. So
Speaker 1: that's been really hard for me, and I try to
Speaker 1: stay away from that side of it as much as
Speaker 1: I can. And Instagram has always been for me just
Speaker 1: like somewhere where I like sharing my life and family
Speaker 1: photos of my dogs and you know, I get to,
Speaker 1: you know, control that content as well as much as possible,
Speaker 1: and it's always been such a great tool. So I
Speaker 1: think the overarching thing for me with all social media
Speaker 1: is just it's a love hate relationship, and I think
Speaker 1: there needs to be boundaries with it, as with anything
Speaker 1: in life.
Speaker 2: Well, you've done so many of these get ready with
Speaker 2: me is we've seen so much of you behind the scenes,
Speaker 2: and like, how have you gotten comfortable with letting people
Speaker 2: see you so vulnerable? And you're you're like, kind of
Speaker 2: these are they?
Speaker 1: Right?
Speaker 2: Iron bathrobe?
Speaker 1: Like, Well, I've gotten more comfortable because I think it's
Speaker 1: allowed people to get to know me more. And I
Speaker 1: do think it has helped people to see more sides
Speaker 1: of me without making assumptions. I think people make really
Speaker 1: vast quick assumptions, and I think when they get to
Speaker 1: see me in these different settings, they can at least
Speaker 1: just digest it and be like, oh, okay, like that
Speaker 1: seems like that's how she is and this is what
Speaker 1: she does and that's her job. And I would just
Speaker 1: rather let people in in a way that's comfortable for me.
Speaker 2: And do you feel like a push on social media
Speaker 2: to be more and more authentic.
Speaker 1: I feel like a push to just do what I'm
Speaker 1: comfortable with. In the beginning, it was a little bit
Speaker 1: uncomfortable for me to put myself out there a little
Speaker 1: bit more or let people in in these ways. I've
Speaker 1: always seen the like positive response to it, where I've
Speaker 1: had people come up to me and said, hey, I
Speaker 1: really appreciated that you talked about this, or I really
Speaker 1: liked that you did this, or when you talked about
Speaker 1: you know, your health struggles, like it really like spoke
Speaker 1: to me because I went through something like that. So
Speaker 1: if it will help create more connection with people, then
Speaker 1: I love.
Speaker 2: That we got to be on the set of Who's
Speaker 2: in My Bathroom, which is so cool connect the dots
Speaker 2: for us, like, how does Who's in My Bathroom connect
Speaker 2: to Road, connect to the growing of this brand and
Speaker 2: what you want to see out of it.
Speaker 1: So I think from the beginning, the content portion of
Speaker 1: everything was really important. And at the same time that
Speaker 1: I was developing the concept of ROAD, I had this
Speaker 1: concept at the same time of starting a YouTube channel,
Speaker 1: and I felt that YouTube was the right space for
Speaker 1: me because I feel like from what I've noticed that
Speaker 1: the audience that connects with someone through YouTube it's more
Speaker 1: sincere in my opinion, and I felt like it was
Speaker 1: an opportunity for me to just show people what I'm into,
Speaker 1: what I'm passionate about, what I'm about, And I had
Speaker 1: this idea of doing this kind of like sit down,
Speaker 1: hang in a really obscure place like the bathroom. And
Speaker 1: the concept really did come from like when you're having
Speaker 1: a night out and you're like in the bathroom with
Speaker 1: your drink and like fixing your makeup and you're like
Speaker 1: chatting with your girls, like, oh my god, like my
Speaker 1: ex is here, Like you just like have these like
Speaker 1: conversations in the bathroom, and I feel like that's where
Speaker 1: like women really connect a lot of the time. And
Speaker 1: then also on top of that, I always tell people that,
Speaker 1: like we can go to the met gala, like the
Speaker 1: most crazy part of it is like happening in the bathroom.
Speaker 1: And you always see those pictures of people from the
Speaker 1: met gala bathroom, and it's because it's true, like everybody's
Speaker 1: kind of like congregated in there and talking and chatting
Speaker 1: and there's pictures happening. So all of those things that
Speaker 1: I've experienced in real life was how I came up
Speaker 1: with the concept of who's in my bathroom? And I
Speaker 1: wanted us to be able to have like real conversations,
Speaker 1: be able to talk about our passions and our businesses
Speaker 1: and things that we love and get silly and drink
Speaker 1: tequila and like get a little tipsy and just like
Speaker 1: make mac and cheese and eat food and I and
Speaker 1: I genuinely wanted to bring people on that like our friends,
Speaker 1: our new friends are you know, people who I admire,
Speaker 1: And it just kind of really turned into this thing
Speaker 1: of like this connection point in community, and it's been
Speaker 1: so so so much fun and such a good journey,
Speaker 1: and all while doing that. On the other side of things,
Speaker 1: we were weaving in conversations early early, early on about skincare,
Speaker 1: about beauty, about you know, we were like using road
Speaker 1: on camera before people even knew road. This road. It
Speaker 1: didn't to the public, it didn't exist, but we were
Speaker 1: feeding it in the whole entire time so that it
Speaker 1: would just be this kind of natural evolution. And it
Speaker 1: has continued to be this natural evolution. There's nothing better
Speaker 1: than being able to kind of really have ownership over
Speaker 1: your own platform and it be this this machine that's
Speaker 1: kind of funneling all things in one space.
Speaker 2: Well you are multi platform in a multimedia world.
Speaker 1: And it continues and it's been really fun. You know,
Speaker 1: we're doing what's in my kitchen, which is just kind
Speaker 1: of like recipes and cooking, and like I really really
Speaker 1: loved to cook, and I've definitely been getting more and
Speaker 1: more into my little recipes and stuff. It's really just
Speaker 1: because I like sharing things with people. I don't like
Speaker 1: to gatekeep things. I want to share the things that
Speaker 1: I find to be delicious with the world. I want
Speaker 1: to share things that I find to be great skincare
Speaker 1: hacks with the world, so you know, that's really what
Speaker 1: we're doing.
Speaker 2: I appreciate you sharing corse learning new.
Speaker 1: Tips every day.
Speaker 2: That's one I was like, oh, I've never seen.
Speaker 1: That, and then I saw that on TikTok, where I'm
Speaker 1: just like, That's what I mean about this community of life.
Speaker 1: There's so much to learn, there's so much to connect over,
Speaker 1: and I think that's what makes it really fun.
Speaker 2: Before you started a company, what was your impression of
Speaker 2: Silicon Valley and what it takes to be a founder?
Speaker 1: Honestly, I didn't really know. I don't really feel like
Speaker 1: you know what it takes and what it's like and
Speaker 1: how it is until you're actually in the process. I
Speaker 1: felt like I went into it very honest about what
Speaker 1: I didn't know, and I feel like I'm still honest
Speaker 1: about what I don't know. And that's why there are
Speaker 1: so many people that are experts in their fields around
Speaker 1: all of this. So I kind of just always went
Speaker 1: into it asking a million and one questions. But I
Speaker 1: feel like I'm I'm a fast learner and I really
Speaker 1: love to absorb information, so that was kind of my
Speaker 1: biggest thing from the beginning is just asking all the
Speaker 1: questions and really trying to absorb the information and then
Speaker 1: also just living through it and kind of learning as
Speaker 1: I go.
Speaker 2: Elon Musk has said starting a company is like staring
Speaker 2: into the abyss and eating glass. Hm, how did it
Speaker 2: feel for you?
Speaker 1: I think anything that you take a leap of faith
Speaker 1: with is scary, and I think that you never really
Speaker 1: know how it's gonna be received until it's out there
Speaker 1: in the world, and that's a huge risk to take.
Speaker 1: But I felt really confident in in our brand and
Speaker 1: like what the idea was behind it, and because it's
Speaker 1: my baby and I'm just like in it every single
Speaker 1: day and i am so passionate about it and I'm
Speaker 1: so involved with it. My hand is so involved in
Speaker 1: everything that I trust for it to be out in
Speaker 1: the world. And maybe that makes me sound like a
Speaker 1: little bit of a control break, but that's because with
Speaker 1: this I am, like, I really am just passionate about
Speaker 1: being involved in every aspect of it because I really
Speaker 1: want people to know and to feel like it's me
Speaker 1: and it's a representation of me, and I also just
Speaker 1: want the products to be awesome.
Speaker 2: Yeah, So no, eating glass moments.
Speaker 1: That's like a very like broad thing, you know, eating glass.
Speaker 1: I mean, it's definitely yeah. I get there's there's pains
Speaker 1: to it. There's a lot of growing pains, there's a
Speaker 1: lot of learning pains, and we're still learning every single day.
Speaker 1: So I get the eating glass thing for sure.
Speaker 2: What kind of market research did you do? Like, did
Speaker 2: you try everything from Walgreens to Chanelle? And where did
Speaker 2: you see something missing?
Speaker 1: That's exactly where I started. Actually it was during the pandemic.
Speaker 1: And I am someone who, like I'll say, is a
Speaker 1: skincare and beauty junkie. I kind of always have been
Speaker 1: since I was a little kid. I remember always loving
Speaker 1: going in my mom's bathroom and trying all her stuff
Speaker 1: and her creams and her makeup and everything. And then
Speaker 1: also my mom's mom, my grandma, she always loved like creams, skincare.
Speaker 1: She had this crazy obsession with it my whole life.
Speaker 1: So I felt like I was always trying their stuff,
Speaker 1: and they were always showing me and telling me about
Speaker 1: things that they really like. That always kind of stuck
Speaker 1: with me. And when the pandemic hit, I was like, alright,
Speaker 1: this is the time that I really wanna nail down
Speaker 1: my idea and nail down what it is I wanna do.
Speaker 1: And I started with exactly what you're talking about, which
Speaker 1: was trying everything that was on the market. I was
Speaker 1: like online shopping every single day, like I'm gonna try
Speaker 1: all the best sellers at Sephora. I'm gonna try all
Speaker 1: the best sellers from this place, like I'm gonna just
Speaker 1: get everything. And I would literally get deliveries of like
Speaker 1: hordes of skincare and beauty stuff, and I was just
Speaker 1: trying everything, what works, what doesn't, what's popular, what's not,
Speaker 1: And that kind of really helped me hone down, which
Speaker 1: was already my philosophy that like less is more. I
Speaker 1: found that the more simple that I kept it, the
Speaker 1: easier it was to maintain that routine, and the better
Speaker 1: it was for my skin. So that was really how
Speaker 1: I got there.
Speaker 2: Initially there was a super long waiting list. Was scarcity
Speaker 2: part of the plan or part of the strategy? People
Speaker 2: want what they can't have?
Speaker 1: Or no? I I almost wish that it it was,
Speaker 1: cause then maybe that would be a better explanation for
Speaker 1: why we did as much demand planning as we could
Speaker 1: for what we were projecting. Was going to be the
Speaker 1: feedback and the popularity, but it just completely far exceeded
Speaker 1: everyone's planning and expectations, which is such an amazing thing.
Speaker 1: But I wanted everybody to get their hands on it
Speaker 1: as soon as they could. But it's just when you're
Speaker 1: up against supply chain issues, and there's so many brands
Speaker 1: have been struggling with supply chain for especially since you know,
Speaker 1: COVID happened. But you know, I think now we finally
Speaker 1: are in a place where we really know the metrics
Speaker 1: and we understand what the numbers are, and it just
Speaker 1: takes time to gather all of that information. So I
Speaker 1: am very grateful that people have been patient and like
Speaker 1: stuck it out and waited. My goal with the brand
Speaker 1: is always to do the best that we can and
Speaker 1: get it to people as fast as we can. You know,
Speaker 1: people from all over the world have been asking for
Speaker 1: it and asking for it, and I'm like, if I
Speaker 1: could snap my fingers tomorrow and get it everywhere at
Speaker 1: one time, I totally would. It's just it takes time
Speaker 1: and planning.
Speaker 2: So let's talk about the growth plan, because you are
Speaker 2: expanding globally, what's the ambition there? Where do you want
Speaker 2: to be what about new products.
Speaker 1: I want to be everywhere possible. Like I said before,
Speaker 1: it just takes strategy and planning, and you know, I
Speaker 1: wanted to go into different territories in different places and
Speaker 1: to be able to have the inventory we need to
Speaker 1: do that and to have the plans in place to
Speaker 1: be able to do that. So with Canada, that was
Speaker 1: what we felt like was the next best territory to
Speaker 1: enter into. Uh, not only because it is right here
Speaker 1: right you know, basically the neighbor to the US, but
Speaker 1: also because my husband's Canadian. So I really felt like
Speaker 1: Canada needed to go next. And then our plan is
Speaker 1: to then go into the UK and we're kind of
Speaker 1: just taking it one place at a time and seeing
Speaker 1: what naturally is the next place and naturally is the
Speaker 1: next step.
Speaker 2: You've said that people approached you to do a skincare
Speaker 2: line without giving you any real control, like why not
Speaker 2: take the easy route, not eating glass routes.
Speaker 1: I care so much about my vision for the brand,
Speaker 1: and I think what's been so nice for me and
Speaker 1: the most fun part is that I'm able to really
Speaker 1: bring my vision to life without so many people giving
Speaker 1: me so many different inputs and telling me, well, we
Speaker 1: think it should be this way. I have such an
Speaker 1: amazing team who really wants to help execute my vision.
Speaker 1: And I think sometimes when you go work with an incubator,
Speaker 1: work with a brand that's already established, it's like they
Speaker 1: just want you to do what their vision is, and
Speaker 1: I just don't find that to be very innovative, at
Speaker 1: least not for me.
Speaker 2: There's a lot of folks who think celebrities don't get
Speaker 2: into the details of their brands, Like, what are you
Speaker 2: doing here on a day to day basis? Sounds like
Speaker 2: you're pretty deep in the details.
Speaker 1: I'm very, very deep in the details. I'm the creative
Speaker 1: director of the brand. So all of the packaging, all
Speaker 1: of the concepts for the photo shoots, the concepts for
Speaker 1: our mailers, for the color ways, to the everything that
Speaker 1: you could imagine that has to do with the creative
Speaker 1: direction of the entire brand is like, that's my job here.
Speaker 1: And also the formulation is my Also the other thing
Speaker 1: that I'm the most involved in, so testing the products,
Speaker 1: talking about what I want to be the next product,
Speaker 1: you know, figuring out our timeline and the pipeline for
Speaker 1: what we want to come and when we want it
Speaker 1: to come and kind of going back and forth about
Speaker 1: new iterations. When we were developing, like for example, our
Speaker 1: barrier restore cream, we had seventeen different versions of it
Speaker 1: because I was like, mm, I think this needs to
Speaker 1: be a little bit different, and then the viscosity of it,
Speaker 1: and then this thing, and then this thing, and then
Speaker 1: it like at the end, we got there after like
Speaker 1: the seventeenth try. And that stuff takes a long time
Speaker 1: because it's like you gotta test it, send it back,
Speaker 1: like tell the lab. The lab has to tweak it,
Speaker 1: they have to read like it takes time to get
Speaker 1: it right. The two biggest things actually are the aesthetic
Speaker 1: and what it makes you feel, and then the actual
Speaker 1: product itself that you're using. I wanted it to be
Speaker 1: so so so effective and like really feel luxurious and
Speaker 1: great and really work and be great for the skin.
Speaker 1: So it's like those two pillars in the brand are
Speaker 1: the two pillars that I am like the most involved in.
Speaker 1: And then all the decisions that are being made I
Speaker 1: involve myself in because, like I said, like maybe that's
Speaker 1: because I'm a little bit of a control freak with it,
Speaker 1: and I just I really just want to know and
Speaker 1: learn and be in the loop of everything, because it's
Speaker 1: just this brand is like so important.
Speaker 2: To me, So are you and justin like digging into
Speaker 2: spreadsheets late at night.
Speaker 1: Him not so much, but maybe me a little bit more.
Speaker 1: He Yeah, he's definitely. Also. I run things back him
Speaker 1: all the time and he gives his input and I
Speaker 1: appreciate that for sure.
Speaker 2: I know you're funding the most of this with your
Speaker 2: own money.
Speaker 1: Yeah.
Speaker 2: Are you planning to take on new investment or raise
Speaker 2: new funding.
Speaker 1: I think if the time comes where that makes sense
Speaker 1: and it's necessary, then I will and I would, But
Speaker 1: for right now it has not been the case and
Speaker 1: it hasn't been needed. We're just trying to take it slow.
Speaker 1: I mean, my goal is to retain as much of
Speaker 1: the company as I possibly can as we expand and
Speaker 1: as we grow, And that was my goal from the beginning,
Speaker 1: and that's why I put the most money in, cause
Speaker 1: I really cared about the ownership aspect. And that's another
Speaker 1: reason why when you have incubators come along, if people
Speaker 1: don't want to give you the ownership that I think
Speaker 1: that I wanted, do you feel like you're taking a risk?
Speaker 1: I do. Yeah. I think anybody who decides to put
Speaker 1: their own money and their time into something and put
Speaker 1: their belief behind it and really put their like passion
Speaker 1: into it. I mean, there's no guarantees in any of this.
Speaker 1: M people could have got their hands on the product
Speaker 1: and been like, hey, it's just not for me and
Speaker 1: I really don't like it and it not turned out
Speaker 1: to be what it is now, and that would have
Speaker 1: been a hard pill to swallow. But you know, that
Speaker 1: would have just meant that it wasn't meant to be.
Speaker 1: But I think that this is something for me that
Speaker 1: feels really like my thing. This feels like very very
Speaker 1: meant to be for me, and it's the thing I'm
Speaker 1: the most passionate about in my career at this time.
Speaker 2: Who are your beauty business role models? Who are the
Speaker 2: people that you admire.
Speaker 1: I think there's a l uh a lot of people
Speaker 1: that have gone and done this before me. I think
Speaker 1: I have a lot of people in my life and
Speaker 1: friends of mine that have even developed their own brands
Speaker 1: and businesses that I'm just like so impressed by. And
Speaker 1: I think what's nice about that is there's people to
Speaker 1: be able to run things by and have those conversations
Speaker 1: with and to be honest. I admire any woman who
Speaker 1: takes the leap of faith to launch their own business,
Speaker 1: any single person that has done this, especially women. I
Speaker 1: feel like there's just so much respect and admiration. I
Speaker 1: feel very embraced by like the beauty industry. I feel
Speaker 1: very embraced by other founders in the beauty industry, and
Speaker 1: I think that that community has been so important for
Speaker 1: me and continues to be important for me in this space.
Speaker 2: How are you thinking about an EG exit strategy? Like
Speaker 2: long term, do you want to go public? Do you
Speaker 2: want to sell a big steake like Kylie Jenner?
Speaker 1: I think right now, I'm not even necessarily thinking about it,
Speaker 1: because I mean, of course, like I have my goals
Speaker 1: for the brand. I have goals that we want to
Speaker 1: reach right now and focus on, like what's our next
Speaker 1: Petside Live treatment coming out? And like where are we
Speaker 1: launching next? Yeah, Like, I just think it's not even
Speaker 1: really like at the forefront of my mind. It's kind
Speaker 1: of like looming in the background of like, yes, eventually,
Speaker 1: I think that's probably the goal, but I just don't
Speaker 1: even know what that looks like yet.
Speaker 2: Internet's always talking. There's people think you might be expanding
Speaker 2: into clothes is that for real.
Speaker 1: I love clothes, I love my style, I love fashion.
Speaker 1: I don't think that that is something that is at
Speaker 1: like the front right now for me. But I did
Speaker 1: do this collaboration with Wardrobe NYC. That's Christine Centenaria's brand,
Speaker 1: and she's an amazing, very very talented stylist and she's
Speaker 1: the editor of Vogue Australia. We did this collaboration together
Speaker 1: and I did find that it did kind of awaken
Speaker 1: that passion in me once again. And I think it's
Speaker 1: not off the table. I think that would just be
Speaker 1: a separate venture than this.
Speaker 2: What about mood board, your trademarked mood I.
Speaker 1: Did trademark board. I did trademark that for clothes because
Speaker 1: I just kind of I like the idea that this
Speaker 1: this word mood board, Like I'm such a big person
Speaker 1: that likes to mood board things. I mood board my
Speaker 1: hair and makeup inspiration, and I mood board inspiration for
Speaker 1: the road campaign shoots. I mood board inspiration for my fashion.
Speaker 1: So I kind of just liked this idea of like
Speaker 1: calling something mood board, and yeah, I just I wanted
Speaker 1: to nail that down and have it on the back burner.
Speaker 1: It may never come to life. It may be for
Speaker 1: something else. Who knows, but I just kind of wanted to.
Speaker 1: I had had that name in my mind for a
Speaker 1: long time.
Speaker 2: So we'll stay tuned.
Speaker 1: May stay tuned. Perhaps mood Board will come to see
Speaker 1: the light of day. Okay, I mean you know this.
Speaker 2: There are a lot of celebrity beauty brands out there.
Speaker 2: Some people think it's almost a cliche.
Speaker 1: Yeah, what's going to make your stand out? I hope
Speaker 1: what's making my standout is kind of our approach of
Speaker 1: one of everything good, Like we really aren't focused on
Speaker 1: oversaturation overwhelming people. I think one of my biggest things
Speaker 1: that I noticed with being a consumer of skincare and
Speaker 1: beauty was like if I went on a website and
Speaker 1: it felt like I don't even know what to choose
Speaker 1: at this point, Like what's right for me? What's not?
Speaker 1: Should I just try everything? Should I not? Like I
Speaker 1: don't like the feeling of being overwhelmed, because it makes
Speaker 1: me just want to give up. I want people's experience
Speaker 1: to be that they go on the website, they come
Speaker 1: to our page, whatever it is. However, they've come across
Speaker 1: us and found our products that they feel like this
Speaker 1: is simple to the point, and it's effective, and it
Speaker 1: looks nice in your bathroom. It's you know, it's appealing,
Speaker 1: like you get your hands on it and you feel
Speaker 1: like you're a part of something. So I feel like
Speaker 1: our approach is just always going to be that one
Speaker 1: of everything good and really not trying to overwhelm the
Speaker 1: consumer and just these curated, edited essentials, And that's why
Speaker 1: our drops are always very much one at a time
Speaker 1: type of thing. And I think there's probably some people
Speaker 1: that you know, maybe would like for it to be faster, more,
Speaker 1: to come quicker, but I think that it's always worth
Speaker 1: it to wait and to get the product perfect and
Speaker 1: to let people's attention be focused on one thing at
Speaker 1: a time. I can't focus on too many things at
Speaker 1: once because it's just too overwhelming for me. So I
Speaker 1: want to make the experience not overwhelming for a customer.
Speaker 2: There have been a number of celebrity beauty ban brands
Speaker 2: or brands that bet on celebrities that haven't worked out. Yeah,
Speaker 2: and I wonder if you, you know, just being connected
Speaker 2: to a famous face, it seems isn't enough. And that's
Speaker 2: like this is from the point of view of consumers. Yeah,
Speaker 2: do you worry at all that you miss the wave?
Speaker 2: The wave of celebrity beauty brands when the economy was
Speaker 2: going well and people felt like they had a lot
Speaker 2: of disposable income to try new things.
Speaker 1: I don't feel like that's the case. I do feel
Speaker 1: like people had a fatigue of celebrity beauty brands. That
Speaker 1: is a tongue twister. I felt like when I announced
Speaker 1: the brand, of course, there was people that were like, Oh,
Speaker 1: here we go, here's another one, and I'm like, I
Speaker 1: get that, I understand. I'm also coming from the point
Speaker 1: of view where I'm like, trust me, I know, but
Speaker 1: this is my approach and it is different to other people.
Speaker 1: That's going to speak to people and they're going to
Speaker 1: want to be a part of that or they're not.
Speaker 1: And to the people that don't want to be part
Speaker 1: of that, that's okay too. I understand both sides. But
Speaker 1: you know, I really wanted the brand to just stand
Speaker 1: on its own and speak for itself. And my goal
Speaker 1: from the beginning was that this brand, if you took
Speaker 1: me out of it, would stand on its own regardless
Speaker 1: of me. And I know that a lot of people
Speaker 1: know that it's my brand, and it is my brand,
Speaker 1: but my hope would be that as we continue to
Speaker 1: expand and we grow, that like maybe someone doesn't know
Speaker 1: that it's my brand and they get their hands on
Speaker 1: it and they're like, I just love this product, I
Speaker 1: love this cream, I love this lip treatment, and you
Speaker 1: could kind of just not have to want it or
Speaker 1: like it or buy it because it's associated to me,
Speaker 1: but just because the products are speaking for themselves. And
Speaker 1: I do feel like I see that happening.
Speaker 2: I'm so curious what you bring to this from your
Speaker 2: modeling career, because you worked as a model for the
Speaker 2: Legacy fashion houses. What did you learn about what it
Speaker 2: takes to build a brand that.
Speaker 1: Last I've learned so much about like creativity from that
Speaker 1: side of things. My favorite thing to shoot in the
Speaker 1: modeling side of things has always been these really creative,
Speaker 1: interesting editorials, like these stories that were like bringing to life.
Speaker 1: And I feel like that was the biggest thing that
Speaker 1: I brought over was this kind of like editorial approach
Speaker 1: to the imagery and an editorial approach to the packaging
Speaker 1: and the bottles, Like I wanted to take the world
Speaker 1: of that and mix it with skincare and kind of
Speaker 1: like open people up to this world of like chic cool,
Speaker 1: minimal great imagery that kind of stands out and feels
Speaker 1: different to other brands.
Speaker 2: So your fashion and makeup tips can either spark like
Speaker 2: the next big trend or you get some serious backlash.
Speaker 2: And I'm curious if you're ever surprised how the world reacts.
Speaker 1: I think that that's the Internet, and I think that's
Speaker 1: unfortunately the world we live in today. I think that
Speaker 1: the Internet is a beautiful place to build community, and
Speaker 1: that's why I spoke before about the beauty community, Like
Speaker 1: I felt very embraced by that, and I love the
Speaker 1: way that people come together in that community. But I
Speaker 1: also have experienced a very negative side. I think that
Speaker 1: it obviously makes me sad because I feel very misunderstood
Speaker 1: and I feel like there sometimes there's nothing you can
Speaker 1: do to try to get people to understand you and
Speaker 1: know you. But I think that the bad side and
Speaker 1: the negative side of the Internet doesn't outweigh the good
Speaker 1: side and the positive side. And I'm about bringing people
Speaker 1: together and spreading positivity and spreading love, and like that's
Speaker 1: what I'm just going to continue to focus on, regardless
Speaker 1: of the negative side.
Speaker 2: The brownie glazed liptip for example, that got back. How
Speaker 2: do you respond to that?
Speaker 1: I think for me, you know, it would never be
Speaker 1: my intention to make anyone feel disrespected or to feel
Speaker 1: like I appropriated anyone or anything. And I do acknowledge
Speaker 1: and I do understand that it's very important to you know,
Speaker 1: point people in the direction of where something comes from
Speaker 1: and to highlight that and to show where the credit
Speaker 1: comes from. And I really understood where everyone was coming
Speaker 1: from for that.
Speaker 2: How does it feel to be someone that so many
Speaker 2: people have opinions about, whether fair or not right m M.
Speaker 1: I think it can be hard sometimes, but I also
Speaker 1: think that you can't expect to exist in this place
Speaker 1: and not have that, So I think sometimes it's just
Speaker 1: a harsh reality check for me. And yes, I also
Speaker 1: think it boils down to, you know, having to learn
Speaker 1: how to navigate it and be able to shut all
Speaker 1: that stuff out. And for me, it's like the internet
Speaker 1: is not real life to me, Like my real life
Speaker 1: with the people that I love is my real life.
Speaker 1: And sometimes it's hard to just stay there and stay
Speaker 1: focused on that when things online can feel loud and disruptive.
Speaker 1: So that's kind of just the journey that I'm on.
Speaker 2: Yeah, I feel like I've seen you leaning into it
Speaker 2: a little more or almost accepting it a little more.
Speaker 2: Like I heard you talk about this with Gwyneth Paltrow
Speaker 2: on your show, the Nepotism thing. You stepped out in
Speaker 2: a NEPO baby T shirt. Yeah, explain that.
Speaker 1: The NEPO baby T shirt was just meant to be
Speaker 1: my little comment on the whole discourse that had been
Speaker 1: going around. And you know, my point to having worn
Speaker 1: the T shirt was not to poke fun at it
Speaker 1: or you know, kind of be like, yeah, I'm a
Speaker 1: NEPO baby and ha haa type of a thing. Was
Speaker 1: more so to be like, this is what everyone is saying,
Speaker 1: and I want you to know that this is my
Speaker 1: way of responding to it, in my way of acknowledging
Speaker 1: it in a way that is so overly literal that
Speaker 1: it's like, I'm just gonna call myself a NEPO baby
Speaker 1: because I am one, and I embrace that I am.
Speaker 1: But I thought what was funny about that is like,
Speaker 1: to me, the way the Internet is is like nothing's
Speaker 1: ever enough. So it's like I do that and it's
Speaker 1: like half of people find it funny and they get
Speaker 1: the humor behind it, and they got it, and then
Speaker 1: half the people are like, well, you're not even really
Speaker 1: a nepo baby like that much. And I'm like, so
Speaker 1: you're gonna sit there and call me anppole baby all
Speaker 1: day long, But then I acknowledge it, and then I'm
Speaker 1: not enough of a nepo baby. So it's like, there
Speaker 1: is never any like winning with the Internet. And that's
Speaker 1: what I've always time and time again realized. So that
Speaker 1: was just meant to be like a fun response to
Speaker 1: everything that was being said.
Speaker 2: I got it. I will say that thank you. I'm
Speaker 2: probably too old to understand why this is an issue,
Speaker 2: but here we go. There's some ongoing drama between you
Speaker 2: and other celebrity and eyebrows and you reach out to
Speaker 2: her saying you've been getting death threats? How do you
Speaker 2: tune out that kind of noise?
Speaker 1: What I will say is, I don't think that this
Speaker 1: is about me Hayley Bieber and Selena Gomez. This is
Speaker 1: not about this pitting between two women and division between
Speaker 1: two women. It's about the vile, disgusting hatred that can
Speaker 1: come from completely made up and twisted and perpetuated narratives
Speaker 1: that can be really dangerous, and I think that it's
Speaker 1: an opportunity to really stand for bringing people together and
Speaker 1: not being okay with the kind of division that it costs.
Speaker 1: Because I'm not okay with the kind of division that
Speaker 1: it caused. I don't like this whole idea of team
Speaker 1: this person and team this person. I'm just not about that.
Speaker 1: I want to be able to bring people together. And
Speaker 1: I think that that was a really important moment for
Speaker 1: people to see that you can do that, and you
Speaker 1: can bring people together and it doesn't have to be
Speaker 1: about this divisive nature.
Speaker 2: It's such a frustrating old narrative, like two women being
Speaker 2: pitted against each other over on me because of a guy.
Speaker 1: It's awful. I hate it. I've hated it since the beginning,
Speaker 1: and I think that kind of goes back to a
Speaker 1: little bit of just being misunderstood when it's like time
Speaker 1: and time again, I don't know why I keep having
Speaker 1: to say and we keep having to say that there
Speaker 1: is no issue and there is no problem, like mm,
Speaker 1: it's so disappointing that people still behave this way because
Speaker 1: of them, like over a man. It's yep, it's the
Speaker 1: world we live in.
Speaker 2: Unfortunately, the backlash can be so swift and fierce and relentless.
Speaker 2: And now you've got this business, right, Like, how do
Speaker 2: you think about that? And how you know when public
Speaker 2: opinions weighs MM, what does it mean for the brand?
Speaker 2: What does it mean for the business?
Speaker 1: Yeah, I definitely my head goes there because, like I've
Speaker 1: said so many times, like this is my br this
Speaker 1: brand is so important to me, And of course I
Speaker 1: don't want silly, made up drama to affect m what
Speaker 1: I'm focused in working on MM. And I think at
Speaker 1: the end of the day, you kind of just have
Speaker 1: to keep it pushing and just keep moving forward. It
Speaker 1: doesn't mean that the work falls to the side because
Speaker 1: of noise and because things are being said, because there's
Speaker 1: always gonna be noise, and there's always gonna be things
Speaker 1: that are said, and if it's not that, it's gonna
Speaker 1: be something else. So it's kind of about just knowing
Speaker 1: just how to navigate it as it comes, because it
Speaker 1: wasn't the first time and it won't be the last time,
Speaker 1: and just staying focused on what's important.
Speaker 2: Have you evolved how you use your own social media
Speaker 2: at all since you've become a founder? Do you feel
Speaker 2: like the stakes are higher in a way.
Speaker 1: It's not about the stakes being higher, but I think,
Speaker 1: you know, the conversation is different. You know, we're talking
Speaker 1: about different things. I'm promoting my own brand. I think
Speaker 1: sometimes the content is a little bit different. Maybe it's
Speaker 1: more beauty focused now, which is really actually fun for
Speaker 1: me and exciting for me because it's the thing that
Speaker 1: I like, love m talking about and and showing and
Speaker 1: doing the most. But I think that also just over
Speaker 1: the last couple of years, I think that you learn
Speaker 1: what you're comfortable with sharing and what you're not. And
Speaker 1: you know, maybe I'm not wanting to show my life
Speaker 1: twenty four seven, or I probably have reeled it in
Speaker 1: a bit more than I maybe would've been the past,
Speaker 1: just because of privacy. But other than that, I kind
Speaker 1: of am just like I post what I like, and
Speaker 1: I share what I enjoy, and I share what I
Speaker 1: like and from makeup tips to outfits to different things,
Speaker 1: like I just share what I like with people.
Speaker 2: Yeah, And so I mean I feel like good social
Speaker 2: media is about authenticity, right, Like, how do you think
Speaker 2: about that? Yeah?
Speaker 1: And I think sometimes it's hard to be as authentic
Speaker 1: as possible through a screen. But That's why I keep
Speaker 1: saying I just share what I like, and I share
Speaker 1: what I think is fun and cool and exciting.
Speaker 2: What's the biggest lesson you've learned from starting a business.
Speaker 1: The biggest lesson I've learned is that there's going to
Speaker 1: be mishaps and mistakes. And the problem for me is
Speaker 1: that I'm a perfectionist. So when issues come up or
Speaker 1: problems arise, or there's hiccups, I'm like, like, how do
Speaker 1: we stop it and fix it? And it's like, it
Speaker 1: actually is just part of the learning process so that
Speaker 1: you can grow and evolve into the best brand possible
Speaker 1: and become a better brand through the learning. And sometimes
Speaker 1: the learning is really hard, especially if you're like a
Speaker 1: perfectionist people pleaser. So I think that's the biggest thing
Speaker 1: I've had to learn is like, just take them as
Speaker 1: they come and take it as a lesson on how
Speaker 1: to do better moving forward.
Speaker 2: People please, sir. I feel like I hear a lot
Speaker 2: of women say that a lot. Do you feel like
Speaker 2: that's one of your flaws or just part of your character.
Speaker 1: I think it's something that I struggle with. Yeah, for sure,
Speaker 1: I don't necessarily think it's a flaw I think it's
Speaker 1: something that it's like it comes from the the The
Speaker 1: base of where I think that comes from is I
Speaker 1: just care so much. I care so deeply about people.
Speaker 1: I care about my f like I'm a people please
Speaker 1: pleaser with my friends, with like e with every aspect
Speaker 1: of my life. It's just like it's because I really just.
Speaker 2: Care with everything that you're doing, and there's so much
Speaker 2: more than road. The YouTube shows the you know, the
Speaker 2: fashion and makeup tips, the you know, content to commerce
Speaker 2: cycle that we're seeing. Are we seeing you try to
Speaker 2: separate the Haley from the Beaver and the Baldwin at all?
Speaker 1: I think that it's hard to say that you can
Speaker 1: separate it because it's like, this is my life. That
Speaker 1: is the family I come from, and that is my husband.
Speaker 1: There is no denying that, and I don't wanna try
Speaker 1: to run away from that. I'd like to just embrace
Speaker 1: that and then say this is where I come from
Speaker 1: and this is who I'm married to, but this is
Speaker 1: who I am. So I think there's a space that
Speaker 1: within all of that for people to understand take any
Speaker 1: last name out of it, like who exactly is Haley?
Speaker 1: And I think my journey with the YouTube channel and
Speaker 1: you know, the who's in my bathroom in those different
Speaker 1: things and kind of the vlog style videos I put
Speaker 1: out is really just to for people to be able
Speaker 1: to connect to who Haley is without the last names,
Speaker 1: without the headlines, without the gossip, without all that other stuff,
Speaker 1: and just form their own connection to me personally as
Speaker 1: much as that's possible through right social media.
Speaker 2: So ten years from now, what do you want people
Speaker 2: to be talking about?
Speaker 1: It's a good question. I know what. I don't want
Speaker 1: that to talk about anymore. I definitely see like kids
Speaker 1: in the picture and you know, kind of just on
Speaker 1: that maybe journey of motherhood and into this like different
Speaker 1: space of life. Obviously, I hope Road is, you know,
Speaker 1: doing its thing, and you know, maybe we'll have evolved
Speaker 1: into some other really you know, baby categories, whatever it
Speaker 1: may be. I think I always want Road to be
Speaker 1: a reflection of my life and where I'm mad and
Speaker 1: what's going on with me in that time. So I
Speaker 1: feel like if I see that being motherhood in a
Speaker 1: different space than I feel like the brand in some
Speaker 1: ways will definitely reflect that as well.
Speaker 3: Thanks so much for listening to this episode of the Circuit.
Speaker 2: I'm Emily Chang.
Speaker 3: You can follow me on Twitter and Instagram at Emily
Speaker 3: Chang TV. You can watch full episodes of the Circuit
Speaker 3: at Bloomberg dot com and check out our other Bloomberg
Speaker 3: podcasts on Apple Podcasts, the iHeartMedia app, or wherever you
Speaker 3: listen to shows and let us know what you think
Speaker 3: by leaving us a review. I'm your host and executive producer.
Speaker 3: Our senior producer is Lauren Ellis. Our associate producer is
Speaker 3: Lizzie Phillip. Our editor is Sebastian Escobar. Thanks so much
Speaker 3: for listening.