Final: Experiment Beauty
===
[00:00:00] Hey, welcome to Female Founder World. It's Jasmine. I'm the host of the show. I'm the creator of the Female Founder World universe. Today, I'm chatting with the founder of Experiment Beauty, Lisa Carrera. Let's get into the show. You are now entering Female Founder World with your host, Jasmine Gronsworthy.
Lisa, welcome to Female Founder World. Hi, I'm happy to be here. For people who don't know Experiment and what you're building, talk us through it. Yeah, so Experiment, at kind of the highest level, is a Gen Z science backed beauty brand. Um, we make hyper effective, thoughtfully sustainable, and ridiculously fun skincare.
Um, that basically is trying to reinvent Gen Z's medicine cabinet. Um, through that lens. So, um, you know, all of our products are clinically tested. Um, we actually formulate them in our own lab, uh, in house, which makes them really unique. Um, and we verify all of our sustainability stats to protect us from [00:01:00] greenwashing, uh, which I think is really important for brands of the future.
Um, and then lastly, all of our stuff is fun, um, because we really feel strongly that the Science doesn't need to be boring or sterile or black and white. It should be whimsical and fun and interesting. And so we're really kind of calling back to a time where science used to be fun for us like when we were kids, um, and bringing that into kind of the consumer landscape today.
I see that in your branding when you just said that around like science was fun when you were a kid. And now I'm looking at your branding. I'm like, Oh, that really is a through line. Yeah. So you started this few years ago. I've been following since literally day one. Yeah. A long time. Yeah. And you started with like 8, 000.
Is that right? Yeah. And now what are some milestones? What have you done in that time? Yeah. So we actually, we, me and my co founder Emmy. So we started this company during the really from kind of the thought process that like, cool, there's a bunch of science backed brands in the space that we love that have done a lot to educate consumers, but [00:02:00] we feel strongly that the next generation of science backed brands are going to make science cool.
They're going to make it fun. They're going to make it interesting. Um, and they're going to be really differentiated through their own branding versus kind of, you know, The previous generation, which is all kind of hard to differentiate between. Um, so, you know, we started that with that kind of idea. Um, and we wanted to bootstrap the business because I had actually done a business prior to experiment.
And I was kind of like, honestly burned out from like that hamster wheel of trying to raise funding. And I was 22 right out of college. I didn't really know. What I was doing, I was able to raise a little bit through like angels and pitch competitions, but really nothing significant. And, um, we wanted to try bootstrapping.
Yeah, we started with like basically 8, 500 total is what we put into the launch. And we just kind of pulled together our savings, honestly, and I didn't have much savings. I was actually working at Apostrophe as head of brand, which is a teledermatology brand. Um, and I had some [00:03:00] money saved up from like working there for about a year.
So we literally pooled all that together and started. And so, uh, we started with Avant Garde, which is our reusable sheet mask. Um, which is like a bright green. Yeah. Very distinctive. Yeah. And if you like scroll on our feed, you'll see it immediately. Yeah. It's one of the things I think we, we basically consider it the billboard.
And it's one of the things that, you know, when we were fundraising the first time, a lot of VCs were like, Hey, I think I'm, I think I've seen this product before and they don't necessarily remember the name or they remember the brand, but they remember that weird looking green mask. I'm like, that's all I need.
Cool. That's my end. Um, so, you know, we stuck in people's minds that way, but we started with that mask because, um, a, it was like a low cost to entry, low barrier to entry. Um, making a skincare product is really expensive. And you're a chemist. Yeah. And so is my co founder. You can make it. Yeah. Yeah. And so is my co founder.
My co founder is the one who actually formulates all of our skincare. Um, but we actually started ironically with a physical, you know, product, [00:04:00] um, and, and not kind of a, a softer liquid product. And so, we started there because it was just more cost effective, and, and we were able to source a manufacturer, customize that mask, and then we launched it, um, kind of with our own money, and we didn't spend any ad dollars or anything like that.
So, I was a TikToker, I still am, but I, I had, was a newly minted, I would say, like, TikTok user. skin fluencer at the time. Um, and so I basically called it a bunch of favors from friends, sent them the product. They really liked it and they're like, well, I'll post about it. That's fine. Um, and that's kind of how we gained our first traction.
And, and in five months since that launch, um, we ended up selling out of our product and we had in total about 1500 units so that we sold through. So nothing crazy, but we were working other jobs, but we wanted to kind of test the market and see like, Is this weird looking mask that honestly doesn't look pretty traditionally in beauty where everything has to like, look pretty?
Can we lean into the ugly and the weird and do people and does that resonate with people? And it did. It basically turned into [00:05:00] its own like meme, right? People are saying it's giving Shrek, it's giving, you know, Jim Carrey's the mask, like it's alien. Um, and we were tapping into something I think that we're seeing very clearly now in the landscape that, um, people wanted something weird and a little different.
Um, and so that's. That's how we started. So you built some confidence with that. Um, you've been in business now for what? Three? This is your third year. Yeah, it's our third year. We definitely had a hiatus once we sold out of our first or our like soft launch first round, um, to raise money. And we actually, you know, re redesigned the mask and everything.
Um, and now it's patent pending on the design, but yeah. We, yeah, this is basically our third calendar year as a business. And can you share like some revenue milestones since then or that fundraise that you did, like how much you were able to raise to kind of like help people pinpoint how you have kind of like, you know, you've really shot up since that first year.
Yeah. Oh my gosh. So. So. What we raised, uh, initially. So we did that soft [00:06:00] launch. We, um, took that hiatus to redesign our mask, um, and raise that funding. We raise that funding specifically because we realized, um, through that test, which is why I always encourage people to like test bootstrap. If you can, we realized that, cool, this is a bigger brand than just like a mask brand.
Um, we can, we can really. Reimagine what science looks and feels like for the consumer, right? And that was really compelling. And so we ended up raising a million dollars, um, in a pre seed. Uh, we did that through safe note. Um, and we got some really great investors. It was definitely a long journey to get there.
I had some. Soft started that fundraiser in the summer, started talking to people. Ironically, Clubhouse is what kicked that off, right? Oh, really? Throwback. What, you were like talking on Clubhouse? Yeah. And connected with investors then? Yeah. And that, well, it was like, first, none of them ended up investing, but it's what, you started the conversations and you need that momentum to get going.
Um, and so we [00:07:00] relaunched our avant garde mask in April of last year. Um, and that was with a new design that we worked on with our customers, uh, and now it's patent pending. We actually moved manufacturing to the U. S. To save carbon emissions. Um, so we actually reduced our carbon emissions by like 73%, um, which was really amazing.
So, um, but yeah, since then, um, in our first year, so first year after, you know, 2022 rather, um, in 2022, we did. only did like 150k in revenue. It was great for us, but you know, it was, it was also far more than we did the first time in our soft launch, which we made about like 30k, um, just from like, you know, selling that mask online.
And, um, then this year we're actually about to hit like 5 by the end of the year. So that's really exciting. So we basically 10x revenue. Yeah, it was great. And, and I think, you know, the biggest learning lesson from that was that organic really. can work. Um, but it takes time and [00:08:00] it's a little unpredictable.
So our first year we were like, Oh, like, are we, are we really doing the right thing? It's just doing so much better because we have super saturated, we have buffer gel, we actually have skincare products on the market.
Your launch strategy is for new product. I know that you've been able to really successfully build like big waitlists. How have you done that? This is something that all of us want to do. Yeah. Talk us through your strategy. Yes. So waitlists I think are the number one reason we've been able to like build fast momentum on product launches.
So for, New avant garde. We may be at a thousand people on that waitlist. So nothing crazy, but we didn't stop pre sale is it's capturing an email Exactly. So this is not we're not capturing credit card information or anything This is simply just building essentially an email list of people who have said that they are interested in this product.
Um, so we started with like that thousand person waitlist. Um, we had about a 20 percent conversion rate on that waitlist to purchase. So basically what [00:09:00] that means is like, we send an email out saying, Hey, you can buy it now. And about 20 percent of the people on that list ended up buying the product, which is great.
And we usually offer some kind of incentive for signing up for the waitlist. So whether it be free shipping or 15 percent off something where It should be only if you get on the wait list, and it should be ephemeral, so like 48 hours after the product launches, you have to get 15 percent off, and if you wait, you're not gonna get that, that discount again, um, and I think that really drives people to buy the product.
within the first 48 hours, which is how we measure our conversion as well. So I think that that's really important. Um, and then kind of the way we build up those waitlists, the next time we built a waitlist was for super saturated. That was building what's super saturated. Oh, right. So should, should explain that.
But super saturated is our, our hero skew. It's a 30%. So Glycerin serum. I've seen all of these. Yeah. It's, it's blue and this like pill shaped bottle. It's got this gooey snail mucin like [00:10:00] texture and it has one of the highest percentages of glycerin in a serum on the market. Um, it's really, really difficult to formulate with glycerin, um, especially in a serum format because glycerin can get really sticky.
Um, so you might've seen it in maybe cleansers. Right. Um, there's a few, like, high glycerin cleansers coming out. That makes sense because you're washing it off. But this is actually staying on your skin. And so when you formulate with high amounts of glycerin, it can get kind of sticky. So most of your skincare products, if you turn around the bottle, they've got glycerin in it.
And, but it's usually in about five to ten percent. Usually below five percent. In best case, usually about ten percent. Okay. Um, so you've got this like super differentiated product with like your fun, weird branding around it. Yeah. People want it. People want it. They, they actually don't even know what it is when we're building this wait list.
I think that's, that was part of the mystery. Um, it depends. I think it depends on the kind of brand you have, but I'm very, I didn't want to say anything. Until we launched because I knew that this was [00:11:00] going to be a really, really interesting product. The second we said 30 percent glycerin to influencers, for example, they lit up, right?
So I wanted to kind of keep the element of surprise because I think that would drive more purchases. Um, when they just hear 30 percent glycerin, they're like, okay, I have to have that. Um, so you kind of have to understand your product to figure out if you should announce it before, As you're building the wait list or not, but, um, we basically lab sampled the product to a bunch of influencers, um, they would post about it on their stories, right?
So influencers were allowed to make videos about the lab samples, just not say what the main, you know, kind of sell was. Um, they were, they were only really saying basically, this is the best, How did you get them to do that? Um, A, make a great product. That is number one. I, like, even, a lot of them are my friends, but like, it would still be hard to, to get them to post [00:12:00] if they didn't feel strongly about the product.
Um, and B, We also lab sampled early and often. So, um, as early as six months before the launch happened, uh. So once you had your formulas. Yes. Yes. And you're like then working on packaging. Exactly. And like all of that. We usually, so the key for formulating in house is that you have more flexibility than when you're working with an R& D house.
Um, so when we were basically done with the formula, there were small tweaks maybe we can make, but basically, formula was done. We packaged it up to 10 influencers who we really trusted, um, who we knew would like it. We pre vetted just based on what we know about them. So I, I picked people specifically, not because I talked to them beforehand, but because I'm like, she would love this.
I know she would love this. And it takes knowledge about the people you're working with. You have to pay attention as a founder to know Who's going to like what? Um, so we curated that list and we, we gifted them those lab [00:13:00] samples. They loved it. They wanted more. We asked for their feedback. We asked for anything they'd want to change, how they would describe it.
That actually helped us market the product too. So there's a lot of steps that go into it to like build up confidence in the product. And then they're, they're so, the second I said, okay, now you're allowed to talk about, they're like, Oh, I'm talking about this, um, because they've been using it for a few months already and asking constantly for more lab samples, and they're like, I just can't get enough of this.
And so it's a really strong endorsement, and that is actually what helped build the wait list. So this, the call to action for them, and again, we didn't pay for any of this. Um, the call to action for them, I just let them know, just tell people to get on the waitlist. That's all we care about. Just get on the waitlist.
Get on the waitlist. Um, and so, you know, that's really how we built it is through Tik Tok, through word of mouth, um, social media. And um, what we did is we set up a landing page on our website. Um, and, um, like this mystery [00:14:00] component, right? That was the pill shape of experiments component. Um, and gave almost like a poetic description of what it is without revealing any of the information.
It's like this mysterious blue goo is going to keep you high. You know, it's like using intriguing words and stuff. They haven't heard a beauty product described as before. We leaned into the gooeyness and the stuff. Dickiness, quote unquote, the weird texture of the product to get people interested. Um, and then that's what really made them want to put in their email.
And then of course there was an incentive of you get 15 percent off your, your order if you order within the first 48 hours. And you, uh, communicated that incentive once the product went live or as people were signing up? As people were signing up. Because I think that actually, Just really incentivizes people to put in their email and they're like, Okay, I want the optionality of getting 15 percent off, right?
I don't have to buy it, but I want the optionality to do it. And that helps you build up that waitlist. is important because the more and more people you have on it, as long as they're you're You know, [00:15:00] uh, engaged or quality, right? You don't want like, you know, just people putting in their emails for the sake of it.
Um, but as long as you can have a certain conversion, right, you're just converting more and more people. So it's important to have that waitlist grow. Um, and so that was my singular focus literally up until the day of launch. We, we, the night before we sent out an email that said like last chance to get on the waitlist.
Um, and I think that's really important as well because it just makes the wait list feel more and more important. Um, and so on that wait list, I think we grew to about 2, 000 the first time, um, or 2, 500 the first time. Uh, and we had, again, about a 21 percent conversion rate. So it was pretty consistent across the board for us.
Um, it depends on your email. Kind of engagement, but the benchmark that I was put against was like 10 to 15 percent conversion. So 20 percent, 20 plus percent is really, really great. Um, so just aim as high as you possibly [00:16:00] can. Um, and so that's kind of how we build up the first waitlist and then, um, you know, this is basically, Famous at this point, but super saturated was sold out for about three months in in from March to middle of June.
Um, it was one of the hardest times of our business. Um, I, I would say the second hardest time of our business after, you know, when we launched, when we first launched, like, obviously it's hard to do that. But, um, yeah. It was, it was hard to keep momentum, but the only thing that really kept momentum is that waitlist.
So, um, when it's sold out, the product page turns into a waitlist. Um, so the add to cart button becomes an add, you know, join waitlist button. They get the incentive of 15 percent off when it comes back in stock. Um, and we knew it was going to be out of stock for a while. Um, we didn't plan for it. We just had a big influencer talk about us and it nearly wiped all of our inventory.
Yeah, it was. It was wonderful, but like definitely stressful. Um, and so for that waitlist, we [00:17:00] did something very similar, which was. Instead of lab samples, we made sure to keep, like, a very important, like, 50 units of super saturated lead, and we really didn't have much, um, and the reason we were sold out was supply chain, you know, there was just, our packaging was taking a very long time to come, um, so we would make lab samples if we could for influencers, we wanted to make sure to keep the influencers stocked, our most, like, um, Uh, loyal influencers, uh, and we kept them stocked as much as possible.
And they even knew, like, we were like, Okay, we can't send it to you right now, but we can send it to you, like, in a little bit. There was, there was this, you know, mindset of shortage, um, where like, you don't want to do this too often, but, you know, it really worked in this case where, um, we created this kind of, um, yeah, like shortage effect, um, where it was a product that was hard to get, to get your hands on.
Um, and so through that by keeping influencer stock, they were still able to talk about it. Um, towards the [00:18:00] end, it was like, they're like, I'm running out. And they would make videos where they're like, Oh my God, I'm running out. Yeah. And, and people would be like, well, do you know when it's coming back in stock?
And I would keep them posted about, you know, where we were. And honestly, we didn't. You know, the date, you know, got pushed by two weeks or, um, and so they'd be like, I don't know, but I talked to the brand and they said maybe next month or like in a, in a week. Um, and so, you know, we just kept that wait list as the CTA constantly.
Um, and that's how we built it up to 10, 000 people. Um, so again, social media was really the way and, and time, right? You don't want to do this last minute. You want to build those wait lists. For as long as you possibly can. That's incredible. And then how did the conversion go? Yeah. So that one was 24%, which was really, really great.
I mean, I think it's higher, honestly, because it's, I'm really basing that off of kind of like Klaviyo. Um, but, but there's definitely, you know, so much [00:19:00] more happening there. And then the other strategy we used, um, when we restocked, which I also think is something really powerful for launches as well, um, was, um, But specifically restocked because we knew that like Super Saturated was super popular.
The second any influencer made a video about it restocking, people would go and buy it, right? So they were the people that were like spreading the word that it was back. So there are plenty of people who don't sign up for a waitlist, right? But they want to know when it's back. So, you know, you want to use your network of people as your, um, As your kind of amplifier.
And so what we did was we, uh, we actually do commission through shop. My, um, which is kind of a platform. That's great for beauty brands. Um, you want to get your brand on shop. My, um, lots of skincare and beauty influencers put products on their shelf and they get an affiliate for that. Yeah, no shop. My, I would say for beauty, it's the best.
Um, Maybe not as much for fashion or things like that, but, but beauty [00:20:00] specifically, if you are a beauty brand, I highly recommend shop my, I think there's just so many, um, great creators on there. Um, and put a link in the show notes, everyone. Yeah. And, and it's very easy to set up commission. I think one of the issues that a lot of founders.
a lot of influencers like so many platforms to get commission off of. There's nothing centralized shop. My, we actually do all of our commission through that platform. Um, and so, uh, All of our, I would say like 85 percent of our creators are on there. So, um, we use that platform and, um, we basically increase their commission, um, during that restock period.
Yeah. So we increased it from 15, which is our standard to 20 percent commission. And that actually drove a lot of videos talking about that it's back. Um, and they also got rewarded for, for making that content. I had my, one of my art top. our top, [00:21:00] um, you know, influencer who's also a friend of mine. She messaged me and she was like, she opened her ShopMy account and she had made so much money off of that restock that she was like, is this a mistake?
And I'm like, no, you really did make that much money. So it's possible to really reward your creators just for making one or two videos, um, through that commission model. You just have to do it in kind of the authentic, you know, right way. And then those people are going to be supporting you. Oh yeah.
Forever. Oh, yeah. They want to know the announcement. Yeah. Next time you have the relaunch. They want to be the one that's like, Exactly. hyping that up because it is leading to real money for them. Exactly. I think when they see that talking about your brand actually rewards them too. Huge. You know, you want to use that.
specifically, um, but when you use it at the right time and it hits, uh, you can really, uh, you know, create a lot of loyalty. You're someone, I think, who has, um, really, I don't know, you think like really deeply about marketing and brand and, uh, [00:22:00] you were kind of early, I think, on this, uh, Gen Z aesthetic that we're seeing like a lot more of now.
I'm really curious about what your thoughts are about this kind of style of branding becoming more dominant, whether we're going to have like another swing towards more minimalist, like how do you feel, how do you think about your brand and how it sits within this aesthetic and like the, the shifting Kind of consumer behavior around that.
The consumer soup. Um, yeah. The soup. The soup. Um, yeah. No, I think it's a really, also it's an interesting point that you bring up, like, are we going to swing back to minimalism? Um, yeah. You know, we were, yeah, we were very early. So for context, um, we had started, uh, in October, like we officially incorporated in October of 2020, but we'd been working on the branding for obviously before that.
It was like you and Youthphoria. Yeah, yeah. They actually launched, I think, [00:23:00] right before we did. Yeah. So we were probably thinking in the same exact vein of like, you know, this kind of brighter, um, You know poppier that green, right? You know the gen z green as people are calling it now But yeah, we were very early to that.
I mean our our hero flagship product is that color? Um, and the reason we went with it though, I think is a lot Um, i'd say different than i'd say what I see most gen z brands doing right now and I think that's what allows experiment what we've gotten questions before like do you guys feel like You Your brand is gonna, um, you know, uh, become out of trend, right?
And, and we actually started experiments specifically because we, we were learning lessons from brands of the past. Like, Glossier is an amazing brand, and I think one of the things that we've learned, though, from their trajectory is, is branding. And, and how [00:24:00] too high and too strict brand walls actually restrict your ability to grow with the brand.
with, uh, a generation, right? Or be able to stay fluid in a market. Things are moving too quickly now, I think, to be like super rigid about it. Exactly. So, um, it's kind of in the name, right? We, we stay fluid. We experiment with our branding. Um, but yeah, we were very early and we chose that green, not because it was Gen Z green to us.
It definitely felt that way, but it's because it was the opposite of millennial pink. And It actually spoke a lot to the science of the brand. So when I think, you know, that, that really like, you know, uh, green, we call it acid lime. Um, and so it's kind of got this almost toxic waste energy to it. And, um, for us, we were trying to rebrand science, um, and especially chemistry into something that didn't feel toxic or, or scary, right?
When we think chemicals, most people. think negatively, right? [00:25:00] Um, or they think of, you know, pollution or toxic waste or things or, or a beaker with like bubbling green liquid, right? Like, how do we almost rebrand that to be interesting? How do we lean into that kind of toxic waste vibe and, and make it something not aspirational, but something more interesting.
And so, um, yeah. Um, we chose that green specifically because it's of its relation to chemistry and not necessarily the relation to Gen Z, which I think does allow us a bit more fluidity as we think about the brand in the future. Now, to your point around. us turning towards minimalism, potentially. I do think we will eventually.
I think, you know, it all works in cycles. Um, but I do think it's going to look different, um, than kind of the millennial predecessor. And I think we're actually already seeing the transition. I agree. We're already seeing it. And even experiment is actually leaning into that transition too. Um, We've gone more chrome as we've, you know, kind of progressed, you [00:26:00] know, in 2020, our, in 2021, our look was very different than what it is today.
And I think it just speaks to the fact that, you know, we're putting our finger to the wind and seeing where it goes and the brand at its heart is not necessarily rooted in a Gen Z aesthetic. It's rooted in kind of what we call future nostalgia. That's kind of the, the essence of our, of our visual branding.
And so we, we take that future nostalgia lens and, and apply it visually. And sometimes green comes out of that. And I think green will, will continue to be our color, but, um, Chrome really starts kind of coming out of that thinking forward about, you know, science and kind of science optimism and like that all comes out visually.
So I think for experiment, while we see the, the, the, The parallels, I think the direction that we're heading is, is a little different because it comes from a very different place than just like, we're looking at the market trends and we want the color to be trendy. [00:27:00] Right. So got it. Um, I want to talk about team for a minute here.
Who's building this with you and are there any agencies, contractors, freelancers that you want to shout out and who you think are awesome? Yeah. Okay. Okay. So. Team right now is really lean and I think that's we're tired, but it's a good thing. Um, so it's myself and my co founder primarily The way we kind of split the business is I'm marketing fundraising kind of those things more front facing things and she Formulates all of our pay work with, um, and then on the ops side, we do have like an ops team that we work with.
Um, Hey, CPG is their name. They're great. Uh, happy to. So like an agency? Yeah. Yeah. So they're, um, they work specifically with beauty brands. Um, and so they are kind of your outsource ops team. So, uh, they actually helped us move fulfillment centers when we outgrew ours. Um, they have a lot of experience with Sephora.
They've worked with brands like Crown Affair as well. Um, so they're, they're a great team. Um, and then, uh, we do have like another ops consultant that's independent that we work [00:28:00] with that we are actually hiring. And how are you thinking about retail? Yeah, so retail wise, oh, and one more person I do want to shout out.
Um, for branding, um, we had got, this is like, I definitely think a tough spot for a lot of founders who are creative. Branding agencies are so hit or miss. I will say, like, on our, I think it was like our third or fourth try, we finally found people that were really great. Um, Nikita at Blank. Um, excellent person if you're really, and not just beauty, any, any kind of brand.
She was the one person that I felt like was on the same level as me in terms of like, You know thinking about brand she thinks really deeply and and her ideas are very very very unique Um, and I think she really helped us wrap up our brand and make it a bit more cohesive Which is why you see that evolution over time Is that we had a lot of piecemeal solutions until you know We we worked with them and they were able to kind of uh wrap up the brand really well.
[00:29:00] Um So I think they're great as well. We love a design recommendation. Yeah, that's, that's always hard. Okay. Retail. Are you thinking about retail? Are you in retail? Is it in the pipeline? What's the, give us the cliff notes on what's happening here. Yeah. So 95 percent of our business is DTC today. Um, yeah. I heard about those wait lists.
Yeah. The wait list. Um, you know, we, we, our DTC is very strong, but, That doesn't mean retail is not on the horizon. Right now we are in urban outfitters. Um, but, you know, it's definitely not as big of a footprint, for example, as like a Sephora and Ulta. Um, in the future, definitely, you know, going down tier one beauty retail, that's where we want to be.
Um, you know, but we're thinking more 2025. I think we still have a lot more brand building to do. And I think the key is your product assortment needs to be right. Uh, and we're still working that out. So, you know, we have a few products launching next. Year that I think will get us to that point. Um, but it's, it's making sure you don't go in too early.
Totally. You need to, you only get one shot. Yeah. Mm-Hmm. , that's what we hear [00:30:00] over and over and over again from founders. It's like, don't rush no one launches in Sephora twice. Yeah. Like, you get one shot, if it doesn't hit, you're out. Exactly. You wanna make it right. Um, yeah, I feel like this is going to happen for you though.
Okay, last question, last question is for some resource recommendations. Things that have been helping you as you've been building experiment. You've dropped a few great ones, but anything else that you just think people should go and check out? Yeah, I think, you know, as far as newsletters are concerned, there's a million, a million newsletters you could, you could honestly have.
I think, um, Emily Sundberg has a really good newsletter called Feed Me that's just kind of internet culture and it's helpful to also, and like, What businesses are doing in kind of the CPG beauty space, just, just all over consumer. Um, and then I will say, I think business of fashion, uh, you know, I honestly would recommend, I don't usually say this, but I would honestly recommend like paying for the subscription there.
I do think business of fashion has really, really great, [00:31:00] um, just articles and insights. Glossy as well. My friend actually writes the Glossy Pop newsletter. So if you're particularly interested in Gen Z and what's happening on TikTok, that's a great resource. Um, and that's one that you can just subscribe to.
So that's always great. Um, but yeah, I think newsletters are always a great thing to get into your inbox. Um, and books, I think, you know, there's a million books about, um, you know, branding and business, but I will say like You know, find books from like creative directors who you really admire, um, find books from people, don't just, don't just read anything anyone else is reading, read from people who you really admire and, and who you want to know how their brain works and, um, I think that's always more helpful than anything.
I love that tip. Follow your own curiosity. Rather than what's worked for somebody else. Because what resonates with me might not resonate with you. Totally. Lisa, thanks so much for coming on the show. This has been awesome. Like, packed with advice. I love it. Good. Okay. I'm glad. [00:32:00] Quick shout out to all of our business bestie subscribers.
If you are loving the show and you are building a consumer CPG or e commerce business, or you're about to build one, this membership will give you access to the people experiences and the tools that you really need to build your dream business. Head to femalfounderworld. com forward slash subscriber for more.
