In this episode of Beauty and the Brand, host Aggie Burnett sits down with Dominique Gagnon—brand builder and award-winning innovator and growth strategist, Dominique helped found category-creating health & wellness brands like DEINDE, Caldera + Lab, and isbel&co. Dominique shares her insider perspective on what it takes to secure funding in today’s beauty and wellness landscape. From understanding the critical role of Sephora contracts and retail distribution in valuations to demystifying metrics like CAC to LTV, Dominique reveals how founders can prepare for Series A and beyond. She also dives into the “dating game” of venture capital, highlighting why investor relationships must start before you need cash. For entrepreneurs weighing bootstrapping vs. VC funding, this conversation unpacks the trade-offs, common mistakes, and alternative financing paths. Whether you’re building a lifestyle business or chasing a high-stakes exit, Dominique offers practical, results-driven advice to help founders refine their growth strategy and position their brand for long-term success

Chapters:

• 00:00:00 - Welcome to Beauty and the Brand Podcast
• 00:01:06 - Meet Dominique
• 00:02:14 - Bootstrapping vs. Venture Capital
• 00:03:10 - How Retail Presence Impacts Funding and Acquisition
• 00:04:09 - Why Investors Prioritize Retail: The Pathway to Exit
• 00:07:52 - Identifying the Main Players in Beauty Investment
• 00:09:30 - The Difference Between Family Funds and Traditional VCs
• 00:11:03 - Key Advice: Why Finding Investors is Like Dating
• 00:13:53 - Explaining "Lead Round" vs. "Follow Round" Investors
• 00:15:00 - The Average Timeframe for Closing a Funding Round
• 00:15:59 - The Best and Worst Times of Year to Fundraise
• 00:17:00 - Key Metrics Investors Look for in a Bootstrapped Brand
• 00:20:15 - How the Founder's Story and Commitment Influence Investment
• 00:22:16 - The Biggest Pitching Mistake: Brand Story vs. Business Metrics
• 00:23:30 - How to Determine How Much Capital to Raise
• 00:26:32 - The Minimum Sales Needed to Attract Venture Capital
• 00:26:58 - What Happens if a Retail Deal Falls Through Post-Investment
• 00:28:32 - Investor Expectations: The 18-Month Runway
• 00:30:16 - Common Strategies of Successfully Exited Brands (Medik8, Rhode, Aesop)
• 00:34:10 - Case Study: Tatcha's Path to Success and the QVC Strategy
• 00:35:39 - Alternative Financing Options Beyond Traditional VC
• 00:37:43 - Start Networking with Investors from Day One
• 00:38:10 - Where to Find and Work with Dominique Online

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on

In this episode of Beauty and the Brand, host Aggie Burnett sits down with Olivia Sanchez, founder of Sudz Cauldron, to unpack how a self-funded Latina entrepreneur transformed her haircare business by leaning into her “why,” optimizing SEO, and choosing the right marketing channel. Olivia reveals how she stopped mirroring other brands, built retail partnerships, and found that email marketing—not Instagram likes—was her real conversion driver. From navigating Squarespace to Shopify, setting up UTM links, and balancing blog content with social media, Olivia shares the raw challenges and big wins behind growing a cult-status brand that celebrates curls, sustainability, and authenticity.

• 00:00:00: Welcome to the Beauty and the Brand podcast.
• 00:01:24: Meet Olivia.
• 00:02:56: Early struggles: mirroring other brands and lacking a clear foundation.
• 00:05:55: Choosing a marketing focus: SEO vs. Instagram.
• 00:07:29: Explanation of the marketing funnel for new brands.
• 00:09:33: SEO framed as a "set it and move on" strategy.
• 00:11:37: A strategy for turning blog posts into social content.
• 00:12:40: The market shift from volume content to quality and trust.
• 00:16:17: Using UTM links to track the source of every sale.
• 00:19:25: Different content preferences for email vs. Instagram audiences.
• 00:22:00: Course outcome: a defined customer, brand 'why,' and revamped website.
• 00:25:22: Linking a strong brand 'why' to SEO authority (E-A-T).
• 00:26:50: Business results: more retail partners and better email conversions.
• 00:29:34: Details of best-selling shampoo and conditioner bars.
• 00:31:45: Product sustainability: one bar equals three liquid bottles.
• 00:32:59: How to Connect with Olivia

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• Suds Cauldron’s Website
• Sudz Cauldron on Instagram
• Olivia on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

When Becky Williams first launched her skincare brand, mil USOS, she marketed broadly to “active people.” The result? Silence. Everything changed after joining C2C. By focusing entirely on her own community—jiu-jitsu athletes with sensitive skin—Becky found the clarity she needed. Each time she narrowed her focus, her conversions doubled, and then doubled again. Within just 60 days of committing to this new positioning, mil USOS reached a six-figure annual run rate.

In this episode of Beauty and the Brand, host Aggie Burnett and Becky unpack the lessons behind this transformation: how niching down can turn insecurity into strength, why polarizing opinions help build movements, and what it takes to pivot from “crickets at launch” to a brand that truly resonates. If you’re a beauty founder debating whether to go broader or narrower with your positioning, this conversation reveals why specificity is the ultimate growth strategy.

Chapters:

• 00:00:00 - Welcome to the Beauty and the Brand podcast.
• 00:01:08 - Meet Becky Williams, founder of mil USOS.
• 00:01:25 - Becky's Background: The story of a Jujitsu Purple Belt creating skincare for athletes.
• 00:02:29 - Origin Story: How a traumatic domestic violence experience led Becky to Jujitsu.
• 00:04:45 - The Power of Jujitsu: How the martial art builds confidence and eliminates panic.
• 00:06:01 - A Proud Moment: Becky's return to training after a two-year hiatus and rediscovering her skill.
• 00:07:33 - The Problem: Common skin issues for Jujitsu athletes, including infections like staph and ringworm.
• 00:09:54 - The "Aha!" Moment: Combining a desire for economic independence with a passion for skincare ingredients.
• 00:11:25 - Identifying a Market Gap: Calling out the low-quality "Jujitsu bro" soaps dominating the space.
• 00:13:54 - Crafting the Formula: Becky explains her choice of high-end, sustainable, and effective ingredients.
• 00:16:55 - The Science of the Balm: Detailing the powerful antimicrobial extracts used in the products.
• 00:18:50 - The Initial Launch: Launching to "crickets" and the stress of not seeing results.
• 00:20:36 - Seeking Help: How a lack of sales led Becky to join the C2C coaching program.
• 00:21:58 - The First Pivot: Realizing the "skincare for active people" brand identity was too broad.
• 00:24:31 - The Turning Point: Overcoming fear and imposter syndrome to niche down exclusively to Jujitsu.
• 00:26:50 - The Impact of Niching: Achieving six-figure annual numbers within 60 days of committing to the Jujitsu community.
• 00:27:51 - Hyper-Niching for Success: Targeting Jujitsu athletes with sensitive skin, which doubled conversion rates.
• 00:32:36 - Overcoming Imposter Syndrome: Discussing the feeling of not being a black belt in the sport.
• 00:34:35 - Turning a Weakness into a Strength: Using her "perpetual purple belt" status to be more relatable.
• 00:40:41 - Who is C2C For?: Advice for founders who are teachable and willing to work on foundational brand strategy.
• 00:44:14 - Dream Sponsorship: Why she wants to sponsor a high-end male athlete.
• 00:45:32 - What's Next for Mil Usos: Announcing new products, including belt-rank-themed lip balms.
• 00:46:55 - Future Brand Plans: Expanding into haircare and hosting branded Jujitsu seminars.
• 00:48:06 - Where to Find Becky Online

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap:

In this episode of The Beauty and the Brand Podcast, licensed aesthetician and founder Leah Hacker shares how she built Hayven by Leah, a clean beauty brand designed for sensitive skin and busy women. Working just 10 hours a week while raising two young children, Leah has grown her business with a conversion rate of 1.95%, an average order value between $64–$70, and an email list with over 50% open rates. Together with Aggie, she unpacks how survey insights revealed that word-of-mouth referrals and Facebook traffic drive her brand’s growth, and they brainstorm practical strategies like referral campaigns, quarterly promotions, and creative activation events to scale Hayven further. Listeners will walk away inspired by Leah’s scrappy, authentic approach to building a beauty brand from the ground up — proving that even with limited time, founders can create meaningful traction by focusing on the right marketing levers.

Chapters:

• 00:00:00 - Kicking Off: Meet Leah and Her Brand Journey
• 00:01:45 - From Confused Messaging to a Crystal-Clear Website
• 00:02:30 - Juggling Mom Life and Building a Brand
• 00:03:27 - What a 1.95% Conversion Rate Really Means
• 00:04:25 - Turning Email Into a Revenue Machine
• 00:05:34 - The Referral Program Hiding in Plain Sight
• 00:09:11 - Stop Random Sales: Plan These Instead
• 00:16:49 - The Power of Word-of-Mouth—Done Right
• 00:21:01 - The Real Cost Behind Gifting Campaigns
• 00:21:27 - Why Warm Leads > Cold Traffic (Always)
• 00:22:47 - The Lead Gen Strategy You Can Start Tomorrow
• 00:23:01 - Easy Ways to Promote Campaigns with Email + Social
• 00:24:01 - This Teacher Appreciation Idea Is Pure Gold
• 00:26:27 - Instagram or Facebook? The Answer May Surprise You
• 00:31:23 - Quarterly Activations: Map Your Momentum
• 00:33:46 - Free Consults + Freebies That Actually Convert
• 00:37:19 - Final Action Plan for Busy Founders

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• Hayven by Leah – Clean Beauty for Sensitive Skin
• Hayven by Leah on Instagram: @hayvenbyleah

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

In this episode of Beauty and the Brand, award-winning product developer and founder of The Ingredientist, Holly Moore, shares what she would create if handed $5 million to launch her dream beauty brand. Known for her “ingredient nerd” roots and a career shaping some of the industry’s most innovative launches, Holly reveals how she’d blend science-backed claims, category-defining textures, and sustainable actives into a future-proof product pipeline. She explains why founder-led vision is essential, how to avoid fear-based marketing, and why hormones are “the language the skin speaks” when developing formulas. Whether you’re a beauty founder building your first hero product or refining a multi-year pipeline, Holly’s candid, values-driven approach will inspire you to think beyond trends and set the standard in beauty innovation.

Chapters:

• 00:00:00 - Kicking Off: The Realities of Product Development
• 00:01:29 - Meet Holly Moore: Beauty’s Award-Winning Formulation Powerhouse
• 00:02:24 - From Childhood Curiosity to Full-On Ingredient Nerd
• 00:03:53 - Blending Science, Ethics, and Skin Health
• 00:06:43 - Clean vs. Synthetic: The Truth in the Gray
• 00:11:26 - Crafting a Product Pipeline That Wins
• 00:21:03 - Why Your Product Brief Can Make or Break You
• 00:27:37 - Private Label or Custom Formulation? The Smart Choice
• 00:38:58 - Green Chemistry and What’s Next for Beauty
• 00:40:55 - My $5 Million Dream Beauty Brand
• 00:43:47 - Where to Connect and Collaborate with Me
• 00:44:27 - Wrapping Up: Final Founder Insights

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• The Ingredientist – Official Website
• Instagram – @the_ingredientist
• LinkedIn – Holly Moore, M.P.H.
• Email – Hello@theingredientist.com

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

Mentioned in this episode:

5 Days to Growing Your Iconic Beauty Brand Challenge

What does it really take to grow a beauty brand from the ground up into a $20M+ global powerhouse? In this episode, Aggie Burnett sits down with Kathryn Paves—co-founder of Areum Ventures, brand strategist, multi-time founder, and the driving force behind TOCCA’s meteoric growth—to unpack the raw truths behind building mission-driven consumer brands. Kathryn shares how she scaled a scrappy startup into a globally recognized beauty icon, the pinch-me moment of seeing her work in Sephora and 40+ freestanding stores across Japan, and the intentional decisions that shaped TOCCA’s long-term success. From strategic fundraising that took another brand from $1.5M to $10M, to helping early-stage founders clarify whether they want a $5M lifestyle business or a sellable powerhouse, this episode is a goldmine of clarity and insight. Expect tactical gems on brand architecture, emotional storytelling, and why beauty is truly a category of its own.

Chapters:

• 00:00:00 - Cold Email to Sephora: The Bold Pitch at 25
• 00:01:16 - Meet Kathryn Paves: Brand Builder & Risk Taker
• 00:02:03 - Turning Nerve into Opportunity: The TOCCA Story
• 00:03:21 - From Clothing to Beauty: TOCCA’s Transformation
• 00:12:48 - New Chapters: Stepping Into Chloe + Isabel
• 00:17:04 - Beauty is a Beast: Industry Realities
• 00:19:31 - Building Brands Like Architecture
• 00:23:50 - Margins, SKUs, and Smart Growth
• 00:24:38 - Launching With Intention, Not Just Hype
• 00:25:48 - Marketing for Longevity, Not Just Launch Day
• 00:29:48 - Raising Capital Without Losing Control
• 00:30:54 - Red Flags in Investor Conversations
• 00:40:19 - Visionaries vs. Operators: Who Drives Growth?
• 00:45:24 - Kathryn Today: What’s Next and Final Thoughts

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• Website – Brand Architect
• Email: kathryn@brand-architect.com
• Instagram – @thestyleskinny
• Kathryn on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

Mentioned in this episode:

5 Days to Growing Your Iconic Beauty Brand Challenge

Jennifer Ritter, Founder of JSRANDCOINC pulls back the curtain on what it really takes to develop standout products and scale a beauty brand built for longevity—not just virality. From clean reformulations that became best sellers to the nine must-have elements before pitching a major retailer like Sephora, Jennifer shares hard-earned insights that blend strategic storytelling, airtight operations, and results-driven product development. You’ll learn why over-indexing on TikTok trends can backfire, what makes a true hero SKU, and how indie founders can create systems that layer, convert, and grow. If you’re navigating early-stage product ideation, brand turnarounds, or preparing for retail expansion, this conversation is your blueprint for building beauty products that actually sell.

Chapters:

• 00:00:00 - Meet Jennifer Ritter: Brand Architect Behind Beauty’s Breakout Products
• 00:01:41 - From Estée Lauder to Indie Powerhouse: Jennifer’s Industry Origin Story
• 00:02:18 - Launching JSRANDCOINC: Where Brand Visions Become Reality
• 00:05:59 - What Is a Turnaround Brand—and Why It Matters
• 00:09:18 - The Costly Mistakes Beauty Brands Keep Making
• 00:14:17 - Trend vs. Timeless: Building for Longevity
• 00:17:39 - How Smart Brands Evolve with the Market
• 00:25:01 - Designing Products That Speak to Real People
• 00:28:19 - Innovation Is Everywhere—If You Know Where to Look
• 00:28:59 - From Street Culture to Shelf Appeal: Tracking Trends
• 00:30:01 - Why a Strong Brand Story Beats a Viral Formula
• 00:30:41 - The Secret to a Sellable Product Line
• 00:31:11 - Marketing That Connects—Without the Fluff
• 00:32:04 - What Buyers Want to Hear in a Pitch
• 00:33:29 - Want Sephora? Here’s What They’ll Ask First
• 00:39:32 - Building a Beauty Brand from Scratch (Without Guesswork)
• 00:42:43 - How Vendor Relationships Can Make or Break Your Launch
• 00:44:28 - Owning Your Formula: What Founders Need to Know
• 00:48:01 - Final Favorites: What Jennifer’s Loving Right Now

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• Jennifer Ritter on LinkedIn
• Website

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

Mentioned in this episode:

5 Days to Growing Your Iconic Beauty Brand Challenge

What happens when a nurse anesthetist turns personal tragedy into a $6M clean beauty movement? In this powerful episode, Trina Felber, founder of Primal Life Organics, shares how a miscarriage sparked her mission to reimagine beauty through the lens of paleo principles—and how she went from formulating olive oil blends in her kitchen to building a 7-figure brand. You’ll hear how a niche rebrand into paleo skincare helped her dominate Google search, why education-first marketing became her biggest growth lever, and what she learned after selling 45% of her company. Trina opens up about the importance of staying aligned to your mission, even when the pressure to scale feels overwhelming. If you’ve ever wondered how to turn personal pain into purposeful growth—or how to build a clean beauty brand that breaks through the noise—this episode is packed with wisdom you won’t want to miss.

Chapters:

• 00:00:00 - From Personal Tragedy to Business Triumph
• 00:01:06 - Meet Trina Felber: Nurse Turned Beauty Pioneer
• 00:02:07 - A Miscarriage That Sparked a Mission
• 00:05:35 - Olive Oil and the First Breakthrough
• 00:10:21 - Reinventing Herself as Primal Life Organics
• 00:13:51 - How Paleo Skincare Became Her Superpower
• 00:16:54 - Turning Confused Customers into Raving Fans
• 00:19:11 - The Cavity That Changed Everything
• 00:20:42 - What Weston A. Price Taught Her About Teeth
• 00:21:13 - Creating a Tooth Powder Empire
• 00:22:28 - Lessons from the Frontlines of Foundership
• 00:23:03 - Scaling Smart: Profit Without Outside Pressure
• 00:24:29 - Winning Early with Story-Driven Marketing
• 00:26:44 - Retail Dreams, Funding Realities
• 00:30:53 - The Big Decision: Selling Part of the Brand
• 00:33:42 - What Came Next (and What She'd Change)
• 00:34:44 - Vision, Values, and Building Again
• 00:37:49 - 800 Chemicals a Day?!
• 00:41:15 - Where to Learn More from Trina
• 00:41:59 - One Last Truth for Founders

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• Trina’s Website
• Trina on Instagram
• Trina on LinkedIn
• Email: help@trinafelber.com

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!

Mentioned in this episode: