0:00

Also facts came calling an anthropology and

0:02

what be you know and then all

0:04

some the big guys but I couldn't

0:06

do it effectively without a sales team

0:09

and that wasn't something I can afford.

0:11

are we even a thing? So that's

0:13

also when things really started to grow

0:16

once we had that outside investor. Welcome

0:18

to the Influence or podcast. I'm your

0:20

host, Julie Solomon. If you found yourself

0:22

here, it means you are ready to

0:25

unleash the powerful visionary that lives inside

0:27

you, turning you into an authentic leader

0:29

who. Creates influence, impact,

0:32

And change. Let's get started.

0:39

To. Hello my friends and welcome back to

0:41

another episode of the Influence of Podcast.

0:43

I am so thrilled to have our

0:46

podcast Gas today with Ass Indeed! Li

0:48

Indie Li is the founder of the

0:50

Beauty and Skincare brand in the lead

0:52

one of my personal favorites when it

0:54

comes to clean beauty. and this is

0:56

a jam packed episode if you are

0:58

a beauty junkie like me, If you

1:00

are an aspiring brand founder, if you

1:02

are someone who is just aspiring to

1:05

create any kind of product whatsoever, this

1:07

is the episode for you. And he

1:09

does. Not hold back she shares with

1:11

as her long decade plus journey of

1:13

how she went from Id Asian to

1:15

literally having one of the top clean

1:17

skin care brands in the entire country

1:19

that is now sold on Alter Nordstrom,

1:21

you name it, it is there. And

1:23

I just really loved how transparent she

1:25

was with the process, how open and

1:27

willing she is to share what she's

1:29

learned and her journey, and just to

1:31

give us not only the inspiration that

1:33

I think that we need as brand

1:36

founders or aspiring brain brand founders but

1:38

really the uplink a ball. How. Do

1:40

you actually make it happen? How do

1:42

you get from step one to Step

1:44

thousand and that is jam packed in

1:46

today's episode? So with that my friends,

1:48

let's get started. Hi

1:51

Andy! Hello there! I'm so excited to

1:53

have you here today! Thank you for

1:55

being with us! Are you kidding me?

1:57

Is an honor to absolute honor Superoxide.

2:00

About the com though, it's gonna be fine.

2:02

I feel like we met. Cost?

2:04

maybe It was like an hour. An

2:06

hour and a half ago She yearned

2:08

for go Under the Man's Name Is

2:10

Ago year and a half ago by

2:12

this point in Nashville, Tennessee at a

2:15

Creator Influencer Events Am and it was

2:17

a great event because for me personally

2:19

because I had seen your products. All

2:21

over the place but I hadn't tried than

2:23

yards and I had. There's one particular boutique

2:26

in Rosemary Beach, Florida called Piss Prosper to

2:28

lead. Oh yea and it's one of my

2:30

favorite little boutique to go to. A mean

2:32

I know your soul in so many big

2:35

big you know conglomerates but I think I

2:37

remember first seeing you there and I always

2:39

just fine. Really magical things there and it

2:41

had caught my eye and then I get

2:44

invited to come to be a van and

2:46

I need you and your incredible team. and

2:48

then the best part about it is I

2:50

get to hear. Your story and then I

2:52

got to try your incredible products which when

2:54

we talking about just a moment so am

2:57

I would first love for you to share

2:59

and you know our audiences. So amazing! We

3:01

have so many. Just brilliant

3:03

minds. Creators created entrepreneurs, coaches, brand

3:05

founders, aspiring brand founders and a

3:08

big question I think so many

3:10

of them have on their minds

3:12

in their hearts all the time

3:15

is like how do you actually

3:17

go. From. This.

3:19

Life. Kind of event that gives

3:22

you this idea to just create a beauty

3:24

brand and then another to actually get it

3:26

on in caps and stores and package sit

3:28

in a box in. my people buying it

3:31

it. I mean it just it seems so

3:33

big and so much because it is. But

3:35

I know that you had to start somewhere

3:37

so if you could just kind of share

3:40

from bad. Magical. Day. In

3:42

some ways on Earth day kind of into

3:44

that on your magical day for you it

3:46

was no it was magical day till you

3:49

saying okay this is my calling I have.

3:51

I have got to create. This.

3:53

Skyn Caroline. Absolutely so. I

3:55

will say that the magical day

3:58

wasn't followed able to anything. Recent

4:00

One: I did wake up from brain

4:02

surgery. It was on November fourth of

4:04

two thousand and eight when I was

4:06

diagnosed with the brain tumor and I

4:08

was. Basically. Jolted.

4:12

Into realizing that and this all happen

4:14

within fifteen minutes of getting the photo

4:16

drive into the doctors that I was

4:18

one of people who was obsessed about

4:20

sir and I certainly. Wish

4:23

but. He sat back and said

4:25

what am I living my for as a

4:27

passenger I was the driver of my life.

4:29

I was really accomplishing things that I thought

4:32

I. Had to. Never.

4:34

Really thought about what? What do I want

4:37

to watch my purpose And that's when I

4:39

decide those with the rest of my life.

4:41

no matter how long or short it was

4:44

with purpose with passion be fully present. And

4:46

so when the doctors told me I had

4:48

six months and it could have done something

4:50

as simple as what I was putting on

4:53

my. Skin. Or what my

4:55

mother had put it on her skin when

4:57

she's pregnant with me. That was really. The

5:00

magic moments that I said oh my gosh,

5:02

I know why this is happening because I

5:04

really swore that this was going to unfold

5:06

and something radical come out of that. I

5:08

just had to be open to it. And

5:10

so I was in a neuroendocrinologists off. As

5:13

nice as could have been something that was

5:15

resting. On my skin, out. Already known

5:17

some lack of regulation on the beauty

5:19

industry, Williams said that you ought to

5:21

be your last. Ah, that knew people

5:23

were really interested in reading the ingredients

5:26

on your food but not their their

5:28

beauty products and in that home And

5:30

I said that's what this is for

5:32

and I walked out the doctor's office.

5:34

I tend to my best. Friend who

5:37

told me. And I'm

5:39

is it. Under Creative

5:41

Thinker One. And it'll be safe.

5:43

Place can be effective and school nearby shelf and

5:45

I'm going to educate him Power keep on she

5:47

looked at me she's you know nothing about this

5:49

I said i know and she says. we'll

5:52

figure out to now manages

5:54

warehouse and. Say.

5:58

No to fill it. The

6:02

but it really was that simple a

6:04

view. No idea what are you doing?

6:06

Fine new. This. Of my

6:08

call. On how.

6:11

Between the com, a diagnosis on

6:13

November fourth, two thousand Eight and

6:15

surgery I practice after every aroma

6:17

therapist, dermatologist, ten messed up holistic

6:19

practitioner everybody get my hands on

6:21

his petition and about Skyn health

6:23

and really and or to dive

6:25

into what is and products Because

6:27

I had six months to live

6:29

and I'm like I'm going to

6:31

this, I'm going to forget the

6:33

south and gave me something to

6:35

do other than. Will. With me.

6:38

And says he the working on the brand

6:40

are working on. Funny that you can meet

6:42

different diagnosis of prognosis as you know I

6:45

had a doctor's wanted to if she had

6:47

surgery on earth and will have to the

6:49

rest of my life and not everything and

6:51

two months later turned on the website which

6:53

I. Already had like kind of done

6:55

but I was like six make it

6:57

through surgery before it or the thoughts

6:59

on but I had already had some

7:01

products. Have to realize. They

7:04

I said I was because she'd I

7:06

hadn't delusions of grandeur and cannot believe

7:08

that most of the skin true but

7:10

this was not what it was that

7:13

it was me making the products in

7:15

my house, learning illustrator so you know,

7:17

Please No, I didn't go from waking

7:19

up an awesome his brand that's an

7:22

author doesn't have an army when it

7:24

really was. and it's A for the

7:26

first. Holly. Six years by

7:28

hook or by crook, it was like. boutiques.

7:31

you know I'm small. little change.

7:33

Some things like the queen beauty

7:35

like credo and things like that.

7:38

Which yet or anything to make any

7:40

I think it is indeed. A

7:43

say they Need A Day

7:45

And it was literally. Figuring.

7:48

All as I went along. Important

7:50

caveat: Asterisks. I

7:52

am the Cps so before I

7:55

started his company if it was

7:57

important that explain that I imagine.

8:00

Marshall Finance division for. H B

8:02

L Allies or C P. I

8:04

understood business, I understood it

8:06

sort of account all. Of

8:09

those things which I think is. Not

8:11

something to be overlooked. Just

8:14

happen in or a quick to let

8:16

you know about a new training that

8:18

I have that gives you the three

8:20

steps to grow your following and land

8:22

ten k brain deals and just thirty

8:24

days especially if you have a small

8:26

following and no more time for content

8:28

creation. Now this class is perfect for

8:30

you if you are ready to really

8:32

build our a clear and concise content

8:34

strategy that helps you grow. If you're

8:36

ready to grow your following by creating

8:38

engaging content so you can attract the

8:40

brands are willing to pay you if

8:43

you're ready. To land paid brain deals

8:45

from the content that you're creating so

8:47

you can diversify your revenue streams and

8:49

of course make content creation and content

8:51

strategy you're full time career for. You

8:53

can have more freedom in your work

8:55

and flexibility in your schedule. How this

8:57

class comes packed with a kind of

8:59

strategies as well as some free bonuses

9:01

that you will not when a mess

9:03

the head on over to pitch a

9:05

perfect.net Flash masterclass to join. There are

9:07

multiple times available for you can make

9:09

any time at for you no matter

9:11

where you are. Again that's pitcher perfect.

9:13

Net Flash Masterclass to get all the

9:15

details. When

9:18

I love that, you mention that because I

9:20

think a lotta times when when someone wants

9:22

to dive into this new endeavor that seems

9:24

so. Foreign. And different

9:26

from what they've. Normally.

9:28

Quote Unquote Done. They don't understand sometimes how

9:31

beneficial the background can be with where they're

9:33

going and what it is that they want

9:35

to do. and I think what I see

9:37

a lotta times as people will shun that

9:40

of like oh I used to be a

9:42

nurse and now I want to go and

9:44

you know, create my own line of you

9:47

know. The cops. Or you know, I

9:49

used to be in accountants but now I want

9:51

to create my own jewelry line. Like what are

9:53

those two things going to have to do with

9:55

anything? And it's like. Just. Stay

9:57

open because you may be very

9:59

surprised us. Any company.

10:01

Become A to say I didn't want to

10:03

become an accountant and now my gonna let

10:06

my mother forced me to ask don't Tell

10:08

or Rotella to watch for us. But it's

10:10

really it's your understanding of the numbers and

10:12

how they worked in the forecasting, in the

10:14

projections and all of those things that probably

10:17

allowed you just to have a little bit

10:19

of a one up with certain sides of

10:21

the business at school. But of course there

10:23

were so many other size and and we've

10:26

got a backup because I mean this is

10:28

such a it. I mean you're

10:30

a miracle tillerson of us and this

10:32

is such a miraculous story of like

10:35

Okay so I'm either never going to

10:37

wake up from brain surgeries or started

10:39

skincare line. You know it's like that

10:41

and of itself is remarkable. So when

10:44

you got the diagnosis but you had

10:46

a brain tumor and he could have

10:48

been were a lot of reasons but

10:51

it could have been simply because of

10:53

the products that you were putting on

10:55

your skin you are like okay I

10:57

now me as we will never. Never

11:00

know how I always want people

11:02

to realize that I'm not blaming

11:04

any five after a little never

11:06

know what we are seeing is

11:08

that. Two thirds of all auto

11:10

immune diseases and that's what they feel this

11:12

in. Are. Environmentally derived.

11:16

That seventy five percent of

11:18

all auto mutations are women.

11:21

And I think the important message

11:23

and that's certainly the platform that

11:25

I'm coming from His. Do.

11:28

You realize that we need to

11:30

start thinking about what environment. New

11:32

It means year. So.

11:34

Guide. And so

11:37

you just said i'm I don't know if

11:39

I'm gonna. Be. Around to

11:41

see this, but I'm going to

11:43

start learning. What? I

11:45

need to learn and why We know why

11:47

you chose get skincare. but what was that?

11:49

Next step? Like if you wanted to create

11:52

a queen beauty brand, don't even have clean

11:54

beauty with a good way to harm Back

11:56

then it wasn't. And. Some

11:58

old are you? How did you

12:00

make this happen? Like what? What was it?

12:03

Fork first the idea of the formulations and

12:05

finding you know, kinda sore at me. How

12:07

did it all come about? Yeah, I was

12:09

so naive. I don't think it was that

12:12

logical to be honest with you. able to

12:14

sort of life. Okay here's something that I

12:16

want that I can't find that are clean

12:19

because they were. It was really around and

12:21

I wanted to be an elevated experience and

12:23

so I started to create a couple of

12:25

products in my house. It was that simple.

12:28

I say I: they want to be. A

12:30

farmer's market brand of. there's a the wrong with

12:32

that, but that's not what I wanted. I really

12:34

wanted. Scale. But.

12:37

I started out as that. A. Hundred

12:39

percent and I was doing it myself. and

12:41

then as like okay when year contract manufacturer

12:43

and I got hooked up with a chemist

12:46

and then it's like okay had we been

12:48

elevate these things up your what what do

12:50

you know what can we do together and

12:52

it it was. It

12:54

happened so organically. That.

12:56

Before I knew it it is. Then you

12:58

know five years and I'm like we we

13:00

need to change packaging we need a with

13:02

your help I have you take a salary

13:04

at some point. You

13:07

know it was. He was just

13:09

one step at a time. And

13:12

I think that's something that. Is

13:15

so different now than it was than

13:17

because now yet that the entire business

13:19

plan to have to figure it all

13:21

out and blood loss but it would

13:23

be the industry was in it's infancy.

13:25

Them. So. There was

13:28

no rule book or guidebook here, you

13:30

know? And. It's like okay, I'm going to

13:32

figure this out. Okay, I'm going to continue to

13:34

talk about what's going on in the industry. Never

13:36

fear mongering. I also think that

13:38

is neat. The. Difference between affinity

13:40

for. Anything.

13:45

That will a nickel with I never best

13:47

the brand. I'm never gonna

13:49

bash Brand. I'm never gonna

13:51

tell you what you should do and shouldn't do

13:53

that someone would I? Just providing information so that

13:56

you can make a choice. Based. On

13:58

knowledge of best for you. Okay

14:01

great money that funds or how unity

14:03

that? Okay great now we need a

14:06

toner how he ever do that. It

14:08

went to life back and kill. I

14:10

said I can't do this anymore. I

14:13

need help. Your oil like

14:15

three of us. And. I

14:17

literally such the universe is something

14:19

doesn't happen. I can't continue. And.

14:22

That's when I got a phone call

14:24

or email. From. Way

14:26

Perella cramps you yell said hey I

14:28

found your life Love love love would

14:30

you be interested I work with private

14:33

every company and I said how about

14:35

now so what yesterday exactly and we

14:37

talk for probably two hours and our

14:39

we like to say we dated but

14:41

he is like almost a year later.

14:43

We got married on paper and they

14:45

invested in and then it was. Really

14:47

off to the races. Because.

14:50

It was now okay how we gonna

14:52

do in store selling? Okay how can

14:54

we do co op? How can we

14:56

get out in our a warehouse that

14:58

can be set up to eighty? I

15:00

all of those things guy couldn't even.

15:03

Figure. Out how. I would even get

15:05

their brain. I didn't have that experience.

15:08

And so. To. Take it back and

15:10

I think that such good stuff years. So in

15:12

how many years had they had you been doing

15:14

your thing with you and the to other people

15:17

before you got that email. Only

15:19

seven years sending your last six years.

15:21

six years of you just learning what

15:24

you could learn step by step by.

15:26

however my fly chain accounting I was

15:28

helping out with Creative. I was so

15:30

so. I mean it was real and

15:33

did you have like an ecommerce at

15:35

that point? Yes the hey and then

15:37

would you go to like. Like

15:40

you said Farmers Mortlake. The farmers' markets

15:42

are like little boutiques and a was

15:44

found near with all independent retailers cel

15:46

and of I'd that point one of

15:48

my business partner she was really handling

15:51

sales at that point and Will was

15:53

going into the sheets. I didn't know

15:55

anything about the retail side so early

15:57

on before anybody else was doing. This

15:59

is. My best friend and

16:01

I I worked as a

16:03

coma which then allowed me.

16:06

To. Learn about retail and the importance

16:08

of retail marketing which I did

16:10

not know anything about. I met

16:12

accountants and not knowing think that

16:15

merchandising so that really helped me

16:17

get an understanding by working there

16:19

and really understanding how you sell

16:21

to people in what they're interested

16:23

in. The one on one conversation

16:25

that was invaluable experience that I

16:27

got like in the first year

16:29

yeah that this was like independent

16:32

boutique by independent boutique. And then

16:34

we got into Henri Bendel. And

16:37

they launched as on shelves. I think

16:39

it was in two thousand and fourteen.

16:42

Two. Thousand and Fifteen. And then all

16:44

fun facts came. calling an anthropology and

16:46

what be a know and then all

16:48

of them. the big guys. But

16:51

I couldn't do it effectively with themselves team

16:53

in the back of the I can afford

16:55

are we even. A thing. So that's also when

16:57

things really started to grow once. Be has that

16:59

outside of us are. Yeah. That

17:02

makes a lot of sense and so

17:04

when I love about this is that

17:06

just your I have know if it's

17:08

a willingness I mean it was just

17:10

this was what you did. Your willingness

17:12

to just keep going for those six

17:14

to seven years doing what you could

17:16

do is what led to the stepping

17:18

stone to then finally get that email

17:20

Because if you would have kept if

17:22

you would have said well I'm not

17:24

an also in. I've been doing this

17:26

for a year. I've been doing this

17:28

for two years or three years and

17:30

you know, Nordstrom haven't called me yet

17:32

so I'm just gonna quit. It wouldn't

17:34

have led to that beautiful conversation and

17:36

I can only imagine that's that email

17:38

and that conversation and that opportunity if

17:40

it led to you understanding more things

17:42

that you didn't know who. My gosh,

17:44

I have learned so much progress. And.

17:47

As then. One. Of the.

17:49

Most beautiful Yes I am willing to. Those

17:52

people who believes if you're not learning your

17:54

dad. And I just

17:56

i still to the stamina something new

17:58

and I have to. Rolling I

18:00

think one important things as for entrepreneurs

18:02

to be wanting to be wrong and

18:04

to be lines were nil and to

18:06

understand that things continue. To change your

18:09

used to be Moore's. Law which

18:11

is like technology changes every eighteen months

18:13

right balance way back when me. It's

18:16

changing at a rate that we can't

18:18

even to jump. and I think it's

18:20

important to realize you have to continue

18:22

to evolve on a regular basis and

18:25

be open to asking for help because

18:27

there's no well everybody to know everything

18:29

and I always investment superpower no problem

18:31

asking for help no I meant was

18:33

going to and it was leading into

18:35

the next person that had for you

18:37

because I think that there's a lot

18:39

of this in from. I just think

18:41

any entrepreneurial experience a big piece to

18:43

the success pie in my opinion is

18:45

how willing. You are to be fully

18:47

supported by other people pleasers, ideas, things,

18:50

whatever that is. The more that you

18:52

tell yourself that you can do it

18:54

on your own, the less successful you'll

18:56

be. I don't know one successful companies

18:58

that does everything on their own, but

19:01

I think there's a misconception about that.

19:03

You know people see that, so I

19:05

would love to hear you're taking your

19:07

evolution because I'm sure now. you've been

19:09

able to meet a ton of other

19:12

Queen Beauty brand founders you know, and

19:14

brand founders in the make up. His

19:16

secretary. Just so many different types of brand

19:18

founders and I'm sure you all just kind

19:20

of mastermind and share your goodness. the ones

19:22

that you've been able to build beautiful relationships.

19:25

but early on what was just you and

19:27

your to your friends didn't have that. So

19:29

how has the evolution of you allowing yourself

19:31

to be fully supported contributed to the growth

19:33

and success. Of the brand. That's. A phenomenal

19:36

question and I will say and I'm very

19:38

proud that I. Was. So open early on

19:40

and the other thing I would do is

19:42

I would ask for help. I wouldn't

19:44

even just be willing to receive it.

19:46

I would ask to flee go to

19:49

people say. Who. Do you know?

19:51

how do I do this? Can. You

19:53

connect me. Health. And.

19:56

It literally was that

19:58

every. Okay,

20:00

I don't I do this. Okay, cool. Can I

20:02

can have been to have an answer? Health and

20:04

A? I think the important thing is as you

20:07

said, To go to live bands and

20:09

used to be nine industry is certainly

20:11

easier. Tuck and happened to these people.

20:13

but. I think the other

20:15

pulled ahead of to allowing to bankable to.

20:18

And say okay, you know I get pulled. Over time

20:20

by people who would like to found a

20:22

brand in L Ickes on the phone I'm

20:24

like absolutely what would you like to and

20:27

I think the important. Given.

20:29

Back to but I think it

20:31

was really. Just okay. I'm having

20:33

someone with their. Let. Me ask.

20:37

To surprised that I admire. Let me figure

20:39

out how we can reach the founder. And

20:41

you just cold enough? Hey.

20:44

Loved us. This is why do

20:46

you mind to ha. I

20:49

don't think I've ever been told now because

20:51

he was shot from me, but I'm like

20:54

hey I'm I would love to get some

20:56

insight on this would you around? I

20:59

will be very succinct. These are my questions to

21:01

the fifteen. Boom! See

21:03

and anyone that I'll be very says

21:05

something. Do you have to keep or

21:07

my questions? I think a lot of

21:09

times people either feel like people are

21:11

going to say no to them so

21:13

they don't ask for help or they

21:15

haven't taken the time to really get

21:17

clear on. Okay, what am I asking

21:19

here and those two pieces to the

21:21

puzzle I think are vital. Yeah I'm

21:23

so with that idea of you continue

21:25

on. You're getting the support for not

21:27

afraid to ask for the how you

21:29

get the Henri Bendel, the Sax they're

21:31

starting to call. So now

21:33

you're kind of at this new. It's like the

21:36

next chapter this new it's all in. Evolution of

21:38

Gross Announced a new evolution. Where is the brand

21:40

right now? Where are you right now and what

21:42

is happening in that face? So

21:44

at that point it was of course

21:46

getting outside funding and then we have

21:48

a sales team and then that's when

21:51

the big guys because I think I

21:53

know that they were interested but we

21:55

couldn't support it. So then Blue Mercury

21:57

I didn't Nordstrom then author and sewn

21:59

it. Organic

22:01

read. I also think that was because we

22:03

were open to it and because they had

22:05

the guided to somebody or he had new.

22:08

had Phil Brown. What I

22:10

didn't have the experience. And. Say.

22:13

Help I don't know I am willing to

22:15

be be faith I do not know the

22:17

thing I'm going to really lean on yell

22:19

and I will do what you asked me

22:21

to do which is I know found the

22:24

weird thing but. I

22:26

didn't know. And I knew

22:28

that. And. I didn't I wondered what

22:30

was made me go. Successor the great

22:32

Success and Wounds You Do which was

22:35

changed the industry. It wasn't just about

22:37

me being as the story goes for

22:39

said about the branding hop education he

22:42

was in. One

22:45

of the things I love most. About the people

22:47

who invested. In me Juri money to

22:49

create displays for me to be

22:51

able to educate and empower people

22:53

on this transformational changed and that

22:55

was really Weapons Target Brand which

22:57

and where it is now. And

23:00

that's what I wanted to ask about

23:02

a more when it comes to the

23:04

brand of and believe what is education

23:06

and empowerment mean and how is that

23:08

utilize to really drive. Just.

23:10

A promise of the brand and what

23:13

these products really and telling create. I

23:16

think part of it as he as you go on our

23:18

site you're going to have like okay lesson in a lot.

23:20

Of ways detail and I think that's an

23:22

important part of it. I think on

23:24

social with your life talking about and plant

23:26

ingredients and west and the as they will

23:29

never think. It's not like I magically to

23:31

deflate. I did not. Create this point.

23:34

It was just doing research with

23:36

a team. That understands and okay,

23:38

let's share what we know about it.

23:41

I. it's really just from that place

23:43

of sharing and not fear mongering at

23:46

the brand. Naturally rail because

23:48

it was optimistic friend.

23:51

He had. This was about hope. This

23:53

is about optimism. This was about self

23:55

care but not in that you know

23:57

and I'm cringing way that people sometimes.

24:00

referred to it, it was really about taking care

24:02

of oneself and I truly think that the

24:05

best way to do that is to educate yourself about

24:07

what you're putting in and on your body and what

24:09

you're surrounding yourself with. So let's give you some tools,

24:11

right? Let me talk to you about this product and

24:13

why I love it and why it works for me.

24:16

Okay, let me talk about this ingredient and

24:18

why we're using caviar lime, you know, things

24:20

like that as I like call it. Like

24:23

so it's that type of education I'm just

24:26

sharing instead of row beating.

24:32

Oh well speaking of that let's let's get into

24:34

some of the fun stuff for me just being

24:36

a skincare junkie

24:38

and loving all things beauty and skincare.

24:41

So there are some products

24:43

from your line that I love I want to

24:45

talk about in a moment but I first want

24:47

to hear because from the iterations of this what

24:49

was the first product that you launched with? The

24:52

coconut citrus scrub. Okay and

24:55

then from there you've had many many

24:59

many launches. Why the coconut citrus

25:01

scrub is the first? So

25:03

I before I was

25:05

diagnosed with a brain tumor I was diagnosed with

25:08

rheumatoid arthritis and put on

25:10

a one of chemotherapy called methotrexate.

25:13

Methotrexate did wonders

25:16

for getting my RA under control

25:18

but it wreaked havoc on my body.

25:21

I look like a snake in

25:23

terms of like snake scales. My skin

25:26

was super dry, super itchy

25:29

and I wanted a scrub and I

25:31

realized I couldn't find anything without some nasty stuff but

25:33

also I found that most of the scrubs that I

25:35

bought at like typical warmer's market were

25:38

oil and then a sediment which is

25:40

a death trap for me in the shower

25:42

but more importantly I found like I always had

25:44

just that either had all

25:47

the oil left or all the sediment and

25:49

then I said oh coconut is all solid

25:51

at room temperature and super nourishing.

25:54

Let's do it with that And then It wasn't a

25:56

death trap and it was solid, but you just scoop

25:58

it out with sugar and water. In our private.

26:01

Hope. You but I want to be experience and we're in

26:04

a put some yell essential oils and in that you.

26:06

Know at the a lemon lemon balm and

26:08

lemon grass and vanilla. And.

26:10

I was like okay, there's that product

26:12

and it. Changed. My

26:15

skin for me and. What I

26:17

loved his embrace it and didn't need to

26:19

moisturize. So awesome! I was explaining all the

26:21

scale they no longer looked like a snake

26:24

and a beautiful legs again that were super

26:26

sub zero. those my skin. Ah,

26:28

on to something. What? Else to

26:30

eighty When I'm not a fully okay, let's

26:33

do some body oils. And the big fan

26:35

of oil is that a lot of lotion

26:37

solutions can very harsh ingredients and at this

26:39

is something that I could obviously do. echo

26:42

Okay, let's create a loyal. To.

26:44

That that I have this oil works on my

26:46

face I want something will different. Good

26:49

research. Found out Squali the on

26:51

hydrogenated version of squalene could be

26:53

derived which is part of your

26:55

skin. say. About can be derived

26:57

from botanical sources yes by sharks ours

27:00

is not But ah as like a

27:02

full of that's why net trees can

27:04

be on so beautiful. The use level

27:06

of what? Okay, how do we do

27:08

this? And sell it for.

27:12

And it is literally was like fucking. what do I

27:14

need to? What am I looking for? A few with

27:16

fun of your skin? How can we do this? Speaking.

27:18

Was a great chemistry

27:20

understood. What? I wanted to create

27:23

was also very big deal more in a lot of

27:25

green tennis back then but now we get to with

27:27

some of the world's leading chemist or with the. Work

27:29

with the same one that I work with in

27:31

two thousand and ten know? that's that's awesome. But.

27:34

A special journey and you know what he said. I

27:36

think it's so important A lot of times people. We

27:39

talk about products are offerings. Are like why

27:41

don't know what to create and it's like

27:43

we're usually you create something that of version

27:45

the as a pass version. Our current version

27:47

of you Need is like Affleck. That's what

27:49

you create. You create something in the marketplace

27:51

that you can't find yourself that you're looking

27:53

for. Exactly. And that's

27:55

how it went. And me there was little I feel

27:57

like now where you know there's twenty billion brains out

27:59

there. right? which is wonderful I know

28:01

people now have have you feel about that.

28:04

Well it means that I was successful, actually

28:06

helped create change, In. The industry. Which.

28:08

Is what you set out to do and that's

28:10

something I want to touch on cause you you

28:13

didn't mention that earlier that you know back when

28:15

you were starting be industry was so new there

28:17

wasn't a rulebook, there wasn't google searching you can

28:19

do and I think that. It

28:22

would be easy for someone to maybe think

28:24

well that would make it easier right? Because

28:26

it wasn't so competitive and it wasn't so

28:28

this and it wasn't so that bet m

28:31

me some degree. that's true, but I would

28:33

feel and I would love your take that.

28:36

You. Actually had it a lot harder in

28:38

certain ways because you were leading down a

28:40

path that had never been led before. So

28:42

you had to do a lot of the

28:44

pitfalls and the trial and error and the

28:46

mess ups and wasting the money and the

28:48

time and resources and energy that now. Yes,

28:50

it's more quote unquote competitive which is a

28:53

good thing You don't want to be in

28:55

a dying market, you wanna be in the

28:57

competitive markets but it's also did the stuff

28:59

that you had to do that maybe took

29:01

you weeks to do. Someone could probably just

29:03

google searches this point and find it in

29:05

ten minutes. So to speak to

29:08

me a little bit on you know

29:10

cause you have seen the landscape team

29:12

so much how that aeration have gone

29:14

and what you know maybe some of

29:16

the the benefits that someone would have

29:19

now coming into a landscape that maybe

29:21

is so quote unquote saturated. Oh well

29:23

and and it is. I will admit

29:25

it is saturated. Ah. I.

29:28

Think some of the benefits now in. there are

29:30

so many green chemists out there that are willing

29:32

to have and and understand what it means. and

29:34

you've that. Stores that

29:36

are putting. Together. with their.

29:39

The Threshold for Clean air as well.

29:41

So they are these parameters because they

29:43

always to be like Whole Foods parameters

29:45

and terms of when it was there

29:47

really wasn't any like okay this is

29:49

what our creed is for. You know

29:52

what? Clean. Beauty is ah and

29:54

so I think today athena much easier

29:56

to go and say Okay here's a

29:58

brief and I. It could be. This.

30:02

We Keller compliant. For clean and

30:04

mostly chemists in the clean industry will

30:06

know what that means. I

30:08

didn't have that I had to do the

30:10

research on the ingredient out as to do

30:13

I feel okay about this was the rating

30:15

on it. Okay well that's also a lobbies

30:17

like to take this with the skin off

30:19

with yeah wrath of okay let me go

30:22

Racks and Us as is sufficient desk reference

30:24

for naturopathic medicine which would like my bible

30:26

back then you know has a greater. The

30:29

wasn't this. Now it

30:31

is infinitely easier. To.

30:34

Get the information and work with

30:36

chemist. Whether your private labeling are

30:38

creating your own bespoke product, it

30:41

is much easier. Also. Ingredients

30:43

technology is far more superior that it

30:45

was when I first started when how

30:47

these things where you have the out

30:50

the marine plants themselves and I'm able.

30:52

To use now and all those

30:54

the it wasn't there. Now.

30:56

It is. Ah, So

30:59

I say that's the benefit of starting

31:01

now. But. The benefit of starting vandal

31:03

as there was nobody else is doing this. So.

31:07

Each would has it's benefits and you

31:10

know it's surfaces and I just i

31:12

always say your comparison is this year

31:14

is a thief. I'm Joyce I can't

31:16

look back for fell into. This.

31:18

Is where I am on a path to

31:20

take some level of pride of where we

31:23

are. For. Sure and

31:25

In in just what's been able

31:27

to be had in builds because

31:29

you made the choice to make

31:31

that first step into really be

31:33

the contrary and and too early

31:35

lead in a market that didn't

31:37

exist. You found the white space

31:40

and you filled it. Yeah I'm

31:42

and now we as consumers gets

31:44

reap the benefits of all your

31:46

incredible products And there's so many

31:48

that I love The resorted by

31:50

a cream his legs him sound

31:52

just. Ridiculously. guide

31:54

be brightening cream the brightening

31:56

cleanser your co q ten

31:58

toner out This summer,

32:01

whoops, summer, this winter, I've been having

32:03

more redness than usual. So I've actually

32:05

been using the correct, it's green, the

32:07

correct. That's amazing. Game changer. So

32:09

good. It's such a game changer. It just kind of

32:12

neutralizes, especially for anyone like me.

32:14

I get rosacea around my nose.

32:17

I have just a little bit

32:19

more sensitive skin in the winter months and it's

32:21

just kind of red in the T-zone and that,

32:23

and it's so restorative. Like I

32:25

feel like it's really taking care of the

32:27

barrier of my skin. 100%, I use

32:30

it every day. And what I love, and this

32:32

was something that we all put, like the team

32:34

was going back and forth on. Do we put

32:36

it in a jar or do we use it

32:38

with a doe foot? And you know what I

32:40

have to say, one of the

32:42

young women who really run with the

32:44

NPD said, well, this will cover your

32:46

entire face. And people who have redness

32:48

don't necessarily have it just in a

32:50

spot. They'll go through the whole thing.

32:53

Right. What

32:55

I loved about what we've done is it

32:57

is skincare first. Yes, it has color

32:59

correcting benefits, but it is skincare at

33:01

its core. You've got the Niacinamide, you

33:04

have the Tygrograss and it's just a

33:06

beautiful, beautiful product. I do not

33:08

go a day without using that

33:10

product. It's so good. I

33:12

just started it around Christmas

33:14

time and it's been great. And then I love

33:16

your blemish stick. Like I was having some breakouts

33:19

and I was at, I was at Pish Posh

33:21

Pachuli in Rosemary Beach, Florida. And I was like,

33:23

what does she have? What does she have? Ooh,

33:26

blemish stick, there you go, done. That's great.

33:28

It's easy to travel with. So there's so

33:30

many of the product, I could keep going

33:32

on and on. I wanna hear from you

33:34

though, what is a product launch

33:37

that, I have a couple of questions. I'm

33:39

gonna start with, what is a product launch that

33:42

you are the most proud of? I

33:45

know I'm asking you who your favorite child is. Well,

33:49

it's interesting. My favorite child is not

33:51

one that gets a lot of recognition

33:53

and I'm concerned about it continuing, but

33:55

it is my favorite, which is the

33:58

iRecover Mind and Body Gel. It

34:00

is a thermogenic gel. It is like

34:02

hot and cold. It's just so

34:06

phenomenal on any of my joints

34:08

on my muscles and

34:10

it's the same profile it's It's

34:14

got menthol in it has some eucalyptus

34:16

because it has some lavender. It's just

34:19

beautiful That is like my favorite

34:21

one of my favorite products hands down I

34:25

Would say in terms of proud of how

34:27

we launched it. I'm really

34:29

proud of how we launched hints I think

34:31

we did a beautiful job of really

34:35

Creating a new space or like

34:37

a new area in skincare be

34:39

somewhere between makeup and somewhere between skincare with

34:41

hints There's that hint of tint. I'm really

34:43

proud of the team and how

34:46

we made it relevant and The

34:48

products are beautiful the SPF 50 that really

34:51

does work on all skin tones I mean

34:54

Truly as well as the color balance and the

34:56

hydro stick. I mean, I'm just so proud of

34:58

it and I just love Because

35:01

you just the hints and the tints

35:04

also kind of brought back the

35:06

senses for me, which is also smell I'm

35:09

someone who I love for my

35:11

natural products to smell good I

35:14

know for certain people smell can be sensitive

35:16

for them and so they can't have things

35:18

that smell I know that you have

35:20

things that do smell and things that don't smell. Yep But

35:23

you have a the brightening cleanser that

35:25

smells like strawberry and it is it just

35:27

brings me back Like I want I want

35:29

to know like why strawberry what I mean,

35:31

obviously the strawberry enzymes are in it But

35:34

why strawberry why why did you want it

35:36

to smell that way? How is strawberry?

35:39

Chemically involved in the makeup of that. I think I

35:41

said it right with the enzymes If

35:43

not, please correct me very seed oil

35:45

is really that if that And

35:47

then you also have a tomato

35:50

from lycopene so that you know

35:52

that gentle exfoliation And the

35:54

scent is it was really because we wanted

35:56

something so surreal, you know, I mean like

35:59

this is a new brand and when you got clean beauty

36:01

back then, now really that was been in the

36:03

line probably since 2010. It

36:07

didn't always smell that great. Right. And

36:10

so that

36:12

was one of the reasons why I

36:14

think it's done so well is because

36:16

it has that. Now these days I'm

36:19

not necessarily looking for that. I am

36:21

the cleansing balm all day

36:24

every day. I love because

36:26

I do a double cleanse. So

36:28

I'm a cleansing balm and then I'm

36:30

a you know more of a

36:34

bubbly, bubbly wash. With a lather.

36:36

Yes. And so again it's

36:38

just that's kind of how it

36:40

goes. You know we were like okay we want it to be

36:42

sensorial. These days it's like okay

36:44

what is the ingredients doing for it? You

36:47

know so it just it changes as

36:49

change and more importantly as ingredients. Again it

36:52

goes back to ingredient technology. Games

36:55

available now. What's available? Was never available.

36:58

I used to say I was 80 20 for clean when

37:01

it comes to my like beauty

37:03

products. I think probably 100% right

37:05

like boom. Because the

37:07

makeup wasn't there either.

37:10

At all and the makeup that

37:12

was there wasn't there. No.

37:15

It was like your eyeshadow and it's like

37:17

you know the plastic eyeshadow that we used to play

37:19

with when we were kids. Exactly what it was. 100%

37:21

I'm like now I'm wearing blue that's from

37:23

mild beauty. Like I like

37:25

what? You're

37:31

getting this beautiful red. You're getting you

37:33

know everything. I would say I'm

37:36

not I would say I can

37:38

tell you definitively every product in

37:40

my skin right now is clean.

37:43

Like squeaky clean. I'm

37:45

using mild beauty. Gen C

37:48

is a great new brand. I'm

37:50

wearing RMS lip which I love.

37:52

I'm wearing OG

37:54

on my you know a little bit of for

37:57

a little bit of blush. I'm

37:59

using mild. mascara. I mean it's

38:01

just what you are able to now

38:03

get in that area that you couldn't

38:07

is phenomenal and the payoff is

38:09

beautiful the lasting is fantastic. So

38:12

again it goes to what I

38:14

could do what brands could do when

38:16

I started back in 2009-2010 was not

38:19

even on the board to

38:22

what we can do now. It's so

38:24

fun and I was gonna ask you some of your

38:26

other just brands that you personally love so thank you

38:28

for sharing those. Oh yeah I love I absolutely

38:31

love it. It's something that I'm doing more

38:33

on my personal social and sharing

38:35

other brands. I know people don't go to the

38:37

brands and then hear about other brands but you

38:39

know what I'm gonna start sharing them and I

38:41

have started sharing them on my personal

38:44

Instagram and tiktok because

38:46

I want people to know the brands that

38:48

I love that are clean that I approve

38:50

of that I have seen significant results from

38:52

or payoff etc. or that I believe

38:55

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38:58

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justworks.com.com.com. I

41:47

love that so much. And I think it's

41:49

just like you said earlier, it's about paying

41:51

it forward and giving back. And

41:53

it all comes out in the wash with that. There's no

41:55

bad karma. No,

41:58

I don't. It's just not who I am. I'm

42:00

a fatally optimistic person. I think I

42:03

just truly believe to

42:06

lean into light and love I've always

42:08

just been that way and that doesn't

42:10

mean I have bad days They always say I know

42:12

what a bad day is and I'm grateful

42:15

for it Don't know a good day unless you've had

42:17

a bad and I do have them but I

42:19

do always lean to the positive but again, if it

42:21

my if my Goal

42:24

in life is to educate and empower. It's not just

42:26

about my brand. It's about other brands, too So let

42:28

me start sharing that a little bit more and I

42:30

think in the beginning I don't think I know in

42:32

the beginning. I was reticent to do it I

42:35

didn't know how it would be perceived right

42:37

then I realized people are actually Want

42:40

to know what I have to say You

42:43

know and it goes to self-confidence to like oh wait

42:45

people want to know what I have to say, okay Okay,

42:47

I'll share it with you. Yeah And

42:51

I want to know for the person that may be listening

42:53

and let's say that and and of course it Obviously

42:56

depends on what are your skincare

42:58

needs? What are your you know,

43:00

everything that happens there but if

43:02

someone is hasn't tried the Nd

43:04

Lee skincare line yet and

43:06

this is going to be their first Introduction

43:08

into this incredible line because there's

43:11

so many magical things to choose

43:13

from what would be your recommendation

43:15

of Start

43:18

here and then see

43:20

what right? Well, there's two ways

43:22

Number one, I do think that

43:24

our brightening cleanser coke you ten toner

43:26

swallowing facial oil are the cult favorite So

43:28

like obviously everybody loves them. You

43:30

should absolutely I Say

43:33

that but then I'm gonna talk out of the

43:35

other side and say I always say when you're

43:37

switching to a clean product What are you running

43:39

out of? Let's use again. Let's talk about sustainability

43:42

if you continue to just buy buy buy That's

43:44

not sustainable. But more importantly

43:47

if you have a reaction, you're not going

43:49

to know what product it is, too So that's

43:51

why I always say if When you're about a

43:53

quarter of the way and you only have a quarter left,

43:55

That's when you start to do research and say okay. What's

43:57

in a line that I want to try that will fill

43:59

that. The. Power. And

44:01

money her concerns of your somebody who doesn't

44:04

like sense and family the breeding wonder is

44:06

not going to be the for Yale. Ah

44:08

you know if you're like why how the

44:10

Toner another toner that I love and I

44:12

want to try you know another product that

44:15

I have to say you have more simplistic

44:17

in the joints mean by to defeat whatever

44:19

daily vitamin. Infusion of the right one. For

44:21

like you said, you're struggling. struggle a. Treadmill

44:23

Color Balance I would you to

44:26

have. That. The light

44:28

bulb Incredible experience. When you. Say

44:31

really wanted to be what you're missing and

44:33

that's the product they want you to try.

44:35

Can I believe I'll bring a chronic illness?

44:37

I. Believe in it anyway and that's less

44:40

Athena, some don't go away because I might

44:42

have believed in it, but not everybody else

44:44

has. You that

44:46

you never know but. I. Want

44:48

people to have filled that fool a

44:50

that they haven't been able to find

44:52

with our product. Informa with the restroom

44:55

and was a tire is a fire

44:57

scared. Am. And where that leads

44:59

me? So to this one other my

45:01

own personal curiosity question am hasn't been

45:03

a products because obviously you love them

45:05

all you're not can put your name

45:07

behind something they don't believe in that

45:10

was there one the hit the market

45:12

the just really surprised you with either

45:14

the feedback or you know how people

45:16

were using it or what they were

45:18

saying or anything like that Who? that

45:20

sounds really good question. I

45:24

have to think about that one. Who.

45:29

I see some the feedback said.

45:32

I'm. Surprised I was just.

45:35

I was surprised at how was it did any

45:37

the compete. With. Safest way. Adali

45:40

spf time. Got

45:43

onto it was a beautiful products and

45:45

I'll tell you on home video Fifty

45:47

two not a stitch a foundation as

45:50

your she's the color bouncer and the

45:52

Spf primer for the has a little

45:54

bit of a template. The Neutralize I

45:57

opened my second ever looked this thread.

46:00

And I'm proud of how I look. At my age.

46:02

I just didn't expect it to

46:04

be like in the top five.

46:07

Anybody ever met. Have. Been considering we

46:09

launched his. With. One

46:12

the retailer. To

46:14

begin with as an explicit seen as

46:16

can fall right But well if it

46:18

hit and people are like holy. Majority

46:21

this product is incredible.

46:23

Spf Fifty have. A little

46:26

bit of kit. what's on. Almost

46:28

every skin tone there is

46:30

a low. So. I

46:34

knew was fantastic. I love to see

46:36

or everybody going. So.

46:38

I think it's that and again, I think

46:40

that's why I'm so proud of this hims

46:43

category. That and the color bouncer. At. Me:

46:46

So happy and able to provide a

46:48

product that has really helped so many

46:50

people. And their journey in the

46:52

relationship with their skin. Beautiful.

46:55

Take Away wonder question here will be

46:57

high. As a I know that we've

46:59

got a lot a listener that you

47:01

know when kind of how we met

47:03

we may we met at a content

47:05

creator influencer event and there's a lot

47:08

of creators and influencers that listen to

47:10

this podcast that. Use. Your

47:12

product that apparently already organically promoting it.

47:14

But you know they. they want to

47:16

help spread the word. They want to

47:19

eat, a work with brands and partner

47:21

with brands if they truly love in

47:23

a Line west. So my question to

47:26

you is how has Instagram and Tic

47:28

Toc played a role. In. The

47:30

growth and awareness of indie We and what

47:32

advice you have to any creators that are

47:34

listening on. If you want to partner with

47:36

a brand that you love. Do

47:38

This. Great. Question.

47:42

I don't think that my brand would

47:44

be out there as much as it

47:46

is is it was in for. Instagram.

47:48

Remember I started before Tic Toc.

47:50

I might have started at the time

47:52

of Instagram analysis. Free. Like

47:56

suing advertising about points to

47:58

farm work a lot. More.

48:00

But I think that really

48:02

helped because it will have

48:04

way to reach a massive

48:06

without a significant investment other

48:09

than time. Obviously that has

48:11

changed significantly. To the creator

48:13

economy. Ah, I'm so I'm

48:15

forever grateful for social media.

48:18

Am forever grateful to there are people out

48:20

there. He started with me into that and

48:22

ten when they still part of the tribe.

48:25

They. Still actually er in de Lille a

48:27

die hard and I love that and

48:29

I met them on twitter at that

48:31

time for that was really the like

48:33

it was Twitter and it was. it

48:35

was Instagram. It's still fail to see

48:37

healthy Twitter would like Instagram Why? Because

48:40

you can talk back and forth as

48:42

them. ah but I really. Did significantly

48:44

health awareness for a brand that handles

48:46

to be able to put towards advertising.

48:48

And we would say now the much

48:50

simpler thing at least for me, what

48:52

can we talk about how I look

48:54

at it is. Talk about a brand.

48:57

So many people live in interviews and just

49:00

reject and they came up and coming. Into

49:02

user can use any projects in. Your.

49:05

Lungs you please realize that cost me a

49:07

lot of money? On Ios

49:09

and Sashays I send full

49:12

size and so. Talk.

49:14

About a brand First, try it

49:16

again. So why I should work

49:19

with you. Are

49:21

you know I want to? But it's got it. Makes. Sense

49:23

for us to were also

49:25

a business and it's very

49:27

unsettling maritime. Said we have

49:29

p Peter Thiel team in

49:31

my email the other side.

49:33

Of it that people have to realize. And

49:36

it wasn't supposed. Didn't do incredible

49:38

because the posted. But. It

49:40

didn't mean that people may be interested,

49:42

but we didn't see the set this

49:44

huge influx of thing so. I

49:46

think that have had for brand which is why

49:48

I do love this affiliate. Type. Of

49:51

relationship. You. Have our products. You

49:53

know your your community is going to love

49:55

it and you're in a storm by. Become

49:58

an affiliate. I woke up. The

50:00

products to do it and then hello to and

50:02

you make money. Will. Win here!

50:06

Taking off another way are so I

50:08

just unfortunate I'm not a brother. had

50:10

all these the millions of dollars just

50:12

said to try working with all these

50:14

influencers and every level. I wish I

50:16

did, but I don't. Have

50:19

anything you know. Some. Creator.

50:22

Should also. Show

50:24

how they like to use it so I

50:26

know is this going to make sense and

50:28

will and thank you for being so transparent

50:30

about that because I think that someone could

50:32

see you know you're an ulcer. That must

50:34

mean that you have you know, hundreds of

50:36

millions of dollars to throw influence or marketing

50:38

and that's just not the kid assists, just

50:41

just not the case. And so I think

50:43

system reality of that and and I want

50:45

what you said to have. You know it's

50:47

a creator because you've got to avenues here.

50:49

As a creator, you can either help brands

50:51

convert and sales. Are you going to help

50:53

them and brand awareness? And maybe you help

50:55

him in both one or the other A

50:58

both and they all have an important part

51:00

to play. But where the are Why comes

51:02

in: Is the creator having a really keen

51:04

understanding of which lane to I fall in?

51:06

you? I help people? Do I help brands

51:08

convert? Could Maybe that's the goal for this

51:10

quarter or whatever. Maybe I Maybe it's more

51:12

brand awareness and that may be the goal.

51:15

Maybe it's both. If you're not going to

51:17

know that if you don't ever try the

51:19

product first, are becoming a silly at first

51:21

and trust me, I've never known a brand

51:23

to see. A creator. Just.

51:26

Just. Knock it out of the ballpark in

51:28

affiliate sales and be like, well, okay, that's

51:30

cool. It's like know, they're probably gonna want

51:32

to work with you and do something with

51:34

you or three percent. knock it out of

51:37

the current Lily. Show them what you can

51:39

do, Show them what's your made up, Show

51:41

them how much you care. I.

51:43

Think this. And it's so

51:45

hard because I I know. How

51:48

hard it is for creating I get like

51:50

I'm like oh I see the results of

51:52

with that the amount of time and energy

51:55

to add it to figure out the music.

51:57

Any you know any ah. Ensure

51:59

that. Sure you get older things,

52:01

they're so. Where do so safely

52:04

it's It's a truly like a

52:06

little know like commercial. And.

52:09

I wanted creators understand. I

52:11

guess that and I have

52:13

received that and I am

52:15

not minimizing your time either.

52:19

But. You have to also realize it also costs. Me:

52:21

Money. And. So how do

52:23

we work with to gather? Because

52:25

I need to have a return

52:28

so I could continue to go

52:30

exactly Lanza. I'm and that's how and

52:32

has. A

52:37

duty. And in Houston

52:40

can defeat of understanding.

52:42

Of I get it, but you're already using products

52:44

to show the products. That you're using a

52:46

new ball Exactly. And don't on

52:48

ones like if you're consistently using a

52:50

products and whether it's and jewelry of

52:52

i'm i'm a coffee mug or whatever

52:54

it may be, it's already part of

52:56

your daily lives with certain be that

52:58

hard. To consistently share

53:00

when it feels good, inorganic for you?

53:03

Yeah, it is that people. I think

53:05

that sometimes people don't was in the

53:07

expense that it is. For

53:09

brand. To. Pay

53:12

without having any existing

53:14

relationship. Or. The

53:17

costs that. Products. At

53:19

our level that are clean, cost. If

53:22

they're not pennies this a significant money

53:24

and if you and my Dm that

53:27

we can have hundreds of direct messages

53:29

from people who are free product in

53:31

a day. You

53:33

know, I heard from of Ran once and I

53:35

think this was just kind of a benchmark that

53:38

they use, but I liked it. They go, you

53:40

know we expect of for x return. On

53:42

a deal. So let's say we pay

53:44

a creator two thousand dollars. Like

53:47

we expect that creator from that

53:49

project to then return eight thousand

53:51

dollars to us. he other like

53:53

if they can't do that. Then.

53:56

We're not gonna work with them. And

53:58

so it's I think that for Korea or

54:00

then again, this is about building relationships because

54:03

there's a human being on the other side

54:05

of that brand. He just as much as

54:07

there's a human being on the other side

54:09

of that content. That's where you really have

54:11

to root into the R O Y and

54:13

ask those questions. Touch the marketing team, talk

54:16

to the Pr team, see what their goals

54:18

are, what their budgets are, what's worked in

54:20

the past? What has worked in the past.

54:22

You know, how they really see a working

54:24

relationship. A It's about relationships in Mls transaction

54:26

unless that's really yet and I'm happy to

54:28

always get on the car. I mean as

54:31

you see that how over to Santa we

54:33

can make but it's gonna make sense and

54:35

both. And yes is a certain amount of

54:37

awareness that we will of course be feeding

54:39

and sending out. But. When

54:41

it comes to actually paying

54:43

for content of it is

54:45

it's successor. Death.

54:49

For thank you for being so transparent

54:51

and can work out and and I

54:53

hopefully I can somebody off but know

54:55

how did it just reminds creators and

54:57

in the in a were all running

54:59

a color. You know it's all about

55:01

co creation and co collaboration but we're

55:03

also are running businesses and so just

55:05

as much as you expect in exchange

55:07

and a transaction there has to be

55:09

a mutual energetic exchange on both ends

55:12

and to I hope this is just

55:14

and Powers and inspires creators to. You.

55:16

Know, really? dive into the content

55:18

creation, Really dive into wanting to build

55:21

relationships That what I harp on people

55:23

about so much is about that relationship

55:25

building peace. And I promise you

55:27

you whoa land the right type of

55:30

collaboration and partnerships that you're supposed to

55:32

land faster and easier than ever before

55:34

If you put people first absolutely and

55:37

talk listen I have. Nothing was

55:39

a. Creator reaches of to me personally as

55:41

a heap. How can I work which. Is

55:44

the plan is way when you. Buy furniture

55:46

and hey, Can you send it to me? This is

55:48

what I'm gonna do. But. Sometimes we do

55:50

it in the past of dominance is that the to

55:52

a bath black hole which relies. Unfortunately

55:54

for those creators you're in a to

55:56

actually to the content. Creation and

55:58

Be True Him. No Answers

56:00

Creators. There. Are other people out

56:03

there who are just like and just what Free products.

56:05

right? And they're Unfortunately they ruin it

56:07

for the rest of us. So we i

56:09

feel like it's kind of like be used

56:11

car salesman thing right? Like you're going to

56:13

have the sleazy slimy people i don't care

56:15

what industry your and and then you're going

56:17

to have be integral beautiful ethical people so

56:19

you get to choose. Which. Lane of

56:21

that you get to sit in and and

56:24

then drive that for. Yeah. Absolutely.

56:27

Awesome Look Thank you so much for

56:29

being here with us today and for

56:31

letting me to selfishly like fan girl

56:33

over your and credible brand and business.

56:36

Isn't that amazing for me? So I truly

56:38

appreciate the spot for com questions and love

56:40

this article. Thank you and like always to

56:43

our listeners. If you hurry anything today that

56:45

was interesting, intriguing, exciting, inspirational and anything like

56:47

that we want to know what those are

56:49

So I want you to tag me an

56:51

indie leave are going to share that and

56:53

just a moment I'm to let us know

56:55

what your biggest take away his were and

56:58

then of course I mean I just be

57:00

sharing some of my favorite products in the

57:02

show notes along with some that indie shared

57:04

to Days as you guys want to dive.

57:06

Into the incredible line that is indeed

57:08

Li deathly recommend doing that. As you

57:10

all know I don't bring guess on

57:12

the i don't personally believe in and

57:14

think are amazing their products that I

57:17

have personally tried myself as well and

57:19

so I put my name behind it

57:21

and it's a great line and you

57:23

will not be disappointed when she really

57:25

find the ones that you love. So

57:27

with that in the where can people

57:29

fine in the league following the lead?

57:31

All of that good stuff sure obviously.

57:33

never. website. In the early

57:36

as the elite. Dot Com on

57:38

Instagram were in the underscore early

57:40

and indeed.li on tic toc I

57:43

would say if you are you.

57:46

Which. Me: I'm

57:48

a personal instagram initially

57:50

indi Ellie. Please! My

57:52

fans are always open to ideas is

57:54

to create a community which means they

57:56

want to be a part of it

57:58

someplace else has it? Reach out. To

58:01

me personally, even if. It is

58:03

as questions I think. You'd be the face

58:05

with a remote. accurate. But. I. Developed for

58:07

the most beautiful relationships with people. Took a

58:09

champ just reaching out to me personally. I

58:12

invite you to do that. I am on

58:14

tic toc be ending Li personally but I'm

58:16

faith. And more time on. Instagram.

58:18

Lately. Awesome! Beautiful!

58:21

Will thank you again so much for being

58:23

here of really appreciate it. As

58:28

always thank you so much for joining. Me

58:31

today and every week here

58:33

an influencer podcast. If you

58:35

are wanting to dive deeper into the

58:37

topics and discussions that we have here,

58:39

I would encourage you to head over

58:42

to Julie solomon.net and sign up for

58:44

my weekly newsletter. It is an are

58:46

amazing news at a community that we

58:48

are able to really support. You are

58:50

a much larger scale an I love

58:53

to do a ton of amazing things.

58:55

I send. Inside your inbox every single week

58:57

for just head. Over to Julie salmond.net You'll see

58:59

a little spot there that you can add your

59:01

information in and you will get on the list

59:03

and. Service. Eating all of that,