She started filming makeup tutorials in her daughter’s nursery with no plan, no following, and no idea where it would lead.

That woman is now the founder of BK Beauty, one of TikTok’s most viral beauty brands, ranked in the top 500 of the Inc. 5000 for the third year in a row.

In this episode of Becoming, I sit down with my friend Lisa Jauregui for a conversation that every woman and mother needs to hear. We go deep on the inner work behind her outer success, from people-pleasing and insecurity to finding self-love through the Hoffman Process. Lisa shares how she learned to lead with softness, and how she built a brand rooted in the message she wants her daughters to carry: that beauty is kindness, and it starts from within.

This is a conversation about remembrance, resilience, and what it really means to become who you were always meant to be.

Highlights

(00:00) Not letting fear of judgment stop you

(01:05) How Nicole and Lisa first met

(03:10) The origin story of BK Beauty

(05:50) Dancing with the Stars and overcoming limiting beliefs

(08:26) Learning self-love in your late 30s

(17:45) Following your passion

(19:52) Choosing a partner who builds with you

(24:31) Staying grounded as a founder

(30:13) The catalyst at 19 that changed everything

(40:16) Juggling motherhood and business without guilt

Resources

Guest: Lisa Jauregui | Founder, BK Beauty

LinkedIn: https://www.linkedin.com/in/lisa-jauregui-3b8b056/

Instagram: https://www.instagram.com/lisajmakeup

TikTok: https://www.tiktok.com/@lisajmakeup

YouTube: https://www.youtube.com/@lisajmakeup

Website: https://www.bkbeauty.com/

Host: Nicole Toudouze | Founder, Transcendental

LinkedIn: https://www.linkedin.com/in/nicole-toudouze-30074b1a/

I spent most of my life building an identity around what everyone else expected of me.

I looked successful on the outside, but inside, I was empty. When everything crumbled, my marriage, my sense of self, every aspect of the life I had created, I stood in front of the mirror and didn't recognize the woman looking back.

Who had I become? That question broke me open.

The truth is, I had buried myself so deeply beneath a life built for everyone else that I lost her completely. The anxiety, the need to control, the shame, it all traced back to never feeling safe in my own body.

But this is the part of the story that matters most: I surrendered. I stopped running. I stopped silencing my voice. And I started becoming who I was always meant to be.

This is Becoming. This is my story.