Latest / Earn Your Leisure / Cliff Notes: Building a Beauty Brand: The Leap from Stylist to CEO

Transcript

Cliff Notes: Building a Beauty Brand: The Leap from Stylist to CEO · Earn Your Leisure

• 0:01
  Speaker 1: Earners. What's up.
• 0:02
  Speaker 2: You ever walk into a small business and everything just
• 0:04
  Speaker 2: works like The checkout is fast, the receipts are digital,
• 0:08
  Speaker 2: tipping is a breeze, and you're out the door before
• 0:11
  Speaker 2: the line even builds. Odds are they're using Square. We
• 0:15
  Speaker 2: love supporting businesses that run on Square because it just
• 0:18
  Speaker 2: feels seamless. Whether it's a local coffee shop, a vendor
• 0:21
  Speaker 2: at a pop up market, or even one of our
• 0:23
  Speaker 2: merch partners, Square makes it easy for them to take payments,
• 0:27
  Speaker 2: manage inventory, and run their business with confidence, all from
• 0:31
  Speaker 2: one simple system. If you're a business owner or even
• 0:35
  Speaker 2: just thinking about launching something soon, Square is hands down
• 0:38
  Speaker 2: one of the best tools out there to help you start, run,
• 0:41
  Speaker 2: and grow. It's not just about payments, it's about giving
• 0:45
  Speaker 2: you time back so you can focus on what matters
• 0:47
  Speaker 2: most Ready. To see how Square can transform your business,
• 0:51
  Speaker 2: visit Square dot com backslash go backslash eyl to learn
• 0:56
  Speaker 2: more that Square dot com backslash, go backslash eyl. Don't wait,
• 1:01
  Speaker 2: don't hesitate. Let's Square handle the back end so you
• 1:04
  Speaker 2: can keep pushing your vision forward. This episode is brought
• 1:10
  Speaker 2: to you by P and C Bank, a lot of
• 1:12
  Speaker 2: people think podcasts about work are boring, and sure they
• 1:16
  Speaker 2: definitely can be, but understanding of professionals routine shows us
• 1:20
  Speaker 2: how they achieve their success little by little, day after day.
• 1:24
  Speaker 2: It's like banking with P and C Bank. It might
• 1:27
  Speaker 2: seem boring to save, plan and make calculated decisions with
• 1:30
  Speaker 2: your bank, but keeping your money boring is what helps
• 1:33
  Speaker 2: you live or more happily fulfilled life. P and C
• 1:36
  Speaker 2: Bank Brilliantly Boring since eighteen sixty five. Brilliantly Boring since
• 1:41
  Speaker 2: eighteen sixty five is a service mark of the PNC
• 1:44
  Speaker 2: Financial Service Group, Inc. P and C Bank National Association
• 1:48
  Speaker 2: Member FDIC. You made the pivot, though, because that's not easy, no, right,
• 1:55
  Speaker 2: Like you've done something, you've watched your mom do something
• 1:58
  Speaker 2: in fashion, But you made the pivot. But you said
• 2:01
  Speaker 2: that you grew up in the entrepreneurial household every day.
• 2:03
  Speaker 2: So what kind of lessons did you see that made
• 2:07
  Speaker 2: you feel sufficient and comfortable to make that pivot?
• 2:10
  Speaker 1: Right?
• 2:10
  Speaker 3: So, I would say going through the industry and really
• 2:14
  Speaker 3: seeing that it wasn't built for me to win, that
• 2:17
  Speaker 3: I was basically creating a brand for every single artist
• 2:22
  Speaker 3: that I worked for. You know, I worked with Jeremiah,
• 2:26
  Speaker 3: I worked with French Montana. I've worked with some really
• 2:28
  Speaker 3: big names right for twenty years, Like for real, that
• 2:31
  Speaker 3: was my bread and butter. I made money, I made
• 2:33
  Speaker 3: good money, one of the top stylists in Los Angeles,
• 2:36
  Speaker 3: really made a name for myself.
• 2:38
  Speaker 1: But I knew that could only take me so far.
• 2:40
  Speaker 3: It's like they're able to you know, the stars that
• 2:43
  Speaker 3: we're working with, they're able to go and retire on
• 2:46
  Speaker 3: what we've created for them. So what is left for us,
• 2:49
  Speaker 3: the people that are on the other side of the
• 2:52
  Speaker 3: of the camera.
• 2:54
  Speaker 1: What does our future look like? Because we're creatives as well.
• 2:57
  Speaker 3: And so for me, I always, you know, the brand
• 3:00
  Speaker 3: and coming out with brands and things of that sort.
• 3:02
  Speaker 3: I've been doing that since a young girl. So it
• 3:03
  Speaker 3: was not like the first brand I came out with.
• 3:06
  Speaker 3: I had like a T shirt line, a really cute
• 3:08
  Speaker 3: handbag line and everything that I did when I was younger.
• 3:10
  Speaker 3: I mean I made it in Cosmo, you know, Kilmer magazine.
• 3:13
  Speaker 3: Like I really would always take it to the hill,
• 3:15
  Speaker 3: but then a celebrity would call or you know, I'd
• 3:17
  Speaker 3: have to go back and really do my real job,
• 3:20
  Speaker 3: which was styling and that takes so much of your
• 3:22
  Speaker 3: time and effort. So I was basically I would say
• 3:26
  Speaker 3: that my last show that I did. Right before the
• 3:29
  Speaker 3: last show that I did, I was watching this video
• 3:32
  Speaker 3: of Dame Dash and he was talking and you know,
• 3:36
  Speaker 3: we all love Dame Dash, and he was just dropping
• 3:39
  Speaker 3: so much knowledge, and I was like, dang. I was
• 3:40
  Speaker 3: sitting with somebody, I said, Dang, if I could get under.
• 3:42
  Speaker 1: Dame Dash, I would be a beast.
• 3:45
  Speaker 3: Even though I was already a beast, I said I
• 3:46
  Speaker 3: would be a beast, like a real beast.
• 3:48
  Speaker 1: Two weeks later, I get a call for a show
• 3:51
  Speaker 1: with Dame Dash. I'm like, oh my god. They called me.
• 3:53
  Speaker 3: They said Dame Dash was one of the houses. So
• 3:55
  Speaker 3: I did a show called the Next Big Thing.
• 3:57
  Speaker 1: It was like a music competition.
• 3:58
  Speaker 3: Show on BET and it was Dame Dash. Theytoven and
• 4:03
  Speaker 3: Tina Davis were the you know, the judges. And so
• 4:06
  Speaker 3: I was with Dame Dash for the next eight weeks
• 4:10
  Speaker 3: and we became super cool. I loved Dame and I
• 4:13
  Speaker 3: actually just ran him to in the airport and told
• 4:15
  Speaker 3: my story.
• 4:15
  Speaker 1: He was like what he could have believed? He was
• 4:17
  Speaker 1: so excited, so happy for me.
• 4:18
  Speaker 3: But I told him I said, you gave me a
• 4:21
  Speaker 3: lot of knowledge during that show. You didn't even know it.
• 4:23
  Speaker 3: You was dropping knowledge on all those young kids. But
• 4:26
  Speaker 3: really I was sitting there soaking it up as well.
• 4:29
  Speaker 3: And one of the things that stood out to me
• 4:31
  Speaker 3: was he said he was talking to the kids.
• 4:33
  Speaker 1: He was like, what did little Wayne do? Howd a
• 4:36
  Speaker 1: little Wayne just blow? Blow? Blow? You know what little
• 4:38
  Speaker 1: Wayne did?
• 4:38
  Speaker 3: He said, Little Wayne flooded the internet, he flooded everything.
• 4:43
  Speaker 3: And that stuck with me, and I was like, that's
• 4:45
  Speaker 3: exactly what I'm going to do, and that's what I did.
• 4:47
  Speaker 3: And we'll get to that next when you asked me
• 4:49
  Speaker 3: that question. But that's what I did. But I did
• 4:50
  Speaker 3: it organically and that was the secret to my sauce.
• 4:54
  Speaker 3: I didn't do it through pain. So yea, yeah, let's
• 4:58
  Speaker 3: go into that. Okay, So basically in a nutsh you know,
• 5:00
  Speaker 3: when I came up with Hollywood her, but I was
• 5:01
  Speaker 3: sitting on that show and soaking up all the knowledge
• 5:04
  Speaker 3: and literally sitting there with my laptop all my downtown,
• 5:08
  Speaker 3: making my you know, my logo, creating my website, those
• 5:12
  Speaker 3: types of things I really had learned. There was an
• 5:14
  Speaker 3: amazing family friend I have and She's a really amazing
• 5:17
  Speaker 3: online marketer.
• 5:17
  Speaker 1: Her name is Nicole Cooper.
• 5:19
  Speaker 3: She told me a long time ago, she said, Tippy,
• 5:22
  Speaker 3: if you want to work make it on the internet,
• 5:24
  Speaker 3: you need to.
• 5:24
  Speaker 1: Learn how to do everything yourself first.
• 5:27
  Speaker 3: Learn how to do your logo, learn how to do
• 5:28
  Speaker 3: your website, learn how to market learn how to all
• 5:31
  Speaker 3: the things that you need so that you can then
• 5:34
  Speaker 3: you know, once you do better and you can hire people,
• 5:37
  Speaker 3: you can know how to manage them properly. So that's
• 5:40
  Speaker 3: what I did, and so I learned how to do everything.
• 5:42
  Speaker 3: And so because I'm a creator and a creative and
• 5:44
  Speaker 3: a brander and a brand you know, that's really what
• 5:46
  Speaker 3: I do. I was able to get on different tools
• 5:49
  Speaker 3: and really learn. So I made everything. So I sat
• 5:51
  Speaker 3: there made all my stuff. And that's the reason why
• 5:53
  Speaker 3: they said my intellectual properties are worth so much because
• 5:56
  Speaker 3: I literally behind every single thing in the brand, right,
• 6:00
  Speaker 3: not just the product, but the logo, the color, the
• 6:02
  Speaker 3: you know, the marketing, the way we talked to the customer,
• 6:04
  Speaker 3: all of that. So, in a nutshell, when I launched,
• 6:08
  Speaker 3: I basically went into engagement share groups. At the time,
• 6:13
  Speaker 3: I don't know if you know, but like you know,
• 6:14
  Speaker 3: the share for share type thing. And this was like
• 6:16
  Speaker 3: in twenty eighteen, I got into an engagement share group
• 6:19
  Speaker 3: that basically I've been around for ten years, and they
• 6:22
  Speaker 3: basically would drop on this group chat called kick I
• 6:25
  Speaker 3: think it's called Kick or Kik. It's like we can
• 6:28
  Speaker 3: have a group and you can have up to fifty
• 6:30
  Speaker 3: people in the group, and you can have all these
• 6:31
  Speaker 3: different rooms. And so they would break you off on
• 6:33
  Speaker 3: the rooms depending on how many followers you had. And
• 6:36
  Speaker 3: then when they say drop, you drop, and you would
• 6:38
  Speaker 3: drop in your basically your ad, your picture and your
• 6:41
  Speaker 3: you know you and your you know, your your comment,
• 6:45
  Speaker 3: your post whatever. They would post it and you would
• 6:48
  Speaker 3: post theirs and it would stay on there page for
• 6:50
  Speaker 3: an hour, two hours maybe, and you would do this
• 6:52
  Speaker 3: all day long. And I became a nut, a fanatical
• 6:55
  Speaker 3: with it. And I was making money. I mean the
• 6:57
  Speaker 3: first month I made like fifty thousand dollars and I
• 6:59
  Speaker 3: was like, oh my god.
• 7:01
  Speaker 1: I mean fifty thousand thousand and one month. This is something, right?
• 7:04
  Speaker 2: What was the product?
• 7:05
  Speaker 1: This was the hair growth sent the hair.
• 7:06
  Speaker 3: Okay, yeah, so I knew how to talk to the consumer,
• 7:09
  Speaker 3: you know, I knew how to basically ask them or
• 7:12
  Speaker 3: open end a question in my comment section, you know
• 7:14
  Speaker 3: in the area where you have your your your what
• 7:17
  Speaker 3: is it called? Oh my god, I'm losing my thought,
• 7:19
  Speaker 3: you know on.
• 7:20
  Speaker 2: The comments your common section.
• 7:22
  Speaker 3: Yeah, I guess you're com well, not your comment section,
• 7:24
  Speaker 3: but your your caption. So in the caption, I would
• 7:28
  Speaker 3: tell them, like I knew how to get to the
• 7:30
  Speaker 3: woman's psyche, a black woman's psyche, because I am a
• 7:32
  Speaker 3: black woman and I know that what we want, right,
• 7:34
  Speaker 3: ask them, do you want to grow your hair? Do
• 7:35
  Speaker 3: you want to grow you were your daughter's hair? So
• 7:37
  Speaker 3: I knew exactly what to ask them. And then I
• 7:38
  Speaker 3: would say, comment me below. They will comment me below,
• 7:41
  Speaker 3: and then I will go in and I would say
• 7:43
  Speaker 3: check your DM.
• 7:44
  Speaker 1: Then I would sell my butt off in the DM.
• 7:46
  Speaker 3: And be like, this is what we do, da da,
• 7:47
  Speaker 3: These are how many reviews we have, This is the ingredients.
• 7:49
  Speaker 3: This is how fast it's gonna work, because we have
• 7:51
  Speaker 3: a product that works in seven or fourteen days. You're
• 7:53
  Speaker 3: gonna grow your hair, regardless alopecia. You know you're gonna
• 7:56
  Speaker 3: see a little fuff. You're gonna see something in seven
• 7:58
  Speaker 3: to fourteen days, which is kind of a heard of
• 8:00
  Speaker 3: with an all natural product. So I was the one
• 8:02
  Speaker 3: that came to the game with that. And you know,
• 8:04
  Speaker 3: everyone now they try to say seven fourteen days, but
• 8:06
  Speaker 3: that was something that we came with.
• 8:07
  Speaker 1: No one had ever said that before. So the people
• 8:09
  Speaker 1: were blown away.
• 8:10
  Speaker 3: And I was able to show them women with long hair,
• 8:12
  Speaker 3: black women with long hair. So I got to the
• 8:15
  Speaker 3: psyche of the women and they bought into it. They
• 8:17
  Speaker 3: bought into it like this in the beginning, like they did.
• 8:21
  Speaker 1: Then we continue that.
• 8:23
  Speaker 3: I did that for about fifteen months, about fifteen months,
• 8:27
  Speaker 3: about twelve months in, I started getting calls from marketing agency.
• 8:31
  Speaker 3: I'm like, marketing agency, I believe in zero dollars for marketing.
• 8:34
  Speaker 3: I'm making fifty thousand. Because I was like, consistently, you know,
• 8:37
  Speaker 3: and I had about one hundred thousand to my website
• 8:39
  Speaker 3: every month. And this is just for no money, right,
• 8:41
  Speaker 3: not having to pay for anything. So I thought I
• 8:43
  Speaker 3: was doing well. They consistently bombarded me to a certain extent,
• 8:47
  Speaker 3: and then once I found out who they were, I
• 8:50
  Speaker 3: was like, okay, I'm gonna give them a try.
• 8:52
  Speaker 1: We started in and I'll never forget this day.
• 8:54
  Speaker 3: They'll be like, okay, so you're gonna start, you have
• 8:55
  Speaker 3: to pay us five thousand dollars a month.
• 8:57
  Speaker 1: And I was like, you know, when you start making
• 9:00
  Speaker 1: money like five thousand, I mean five thousand a month
• 9:04
  Speaker 1: the group.
• 9:04
  Speaker 3: Yeah, no, no, no, this is to actually be with
• 9:06
  Speaker 3: the big time marketing agency.
• 9:08
  Speaker 1: Now.
• 9:08
  Speaker 3: So now we're let's say you're fifteen months in, you're
• 9:10
  Speaker 3: making fifty thousand a month. You feeling like you cool free.
• 9:14
  Speaker 3: Now you're leaving a DMS. Now you're leaven dealing with
• 9:16
  Speaker 3: people directly. Now you're onto the bigger you know, social
• 9:19
  Speaker 3: media marketing agency that now they can run ads on
• 9:22
  Speaker 3: Facebook and Instagram and YouTube and Snapchat and all these things,
• 9:26
  Speaker 3: you know. So I'm like okay. So they're like five
• 9:28
  Speaker 3: thousand a month, I'm like okay, fine. So then they
• 9:30
  Speaker 3: said and I said, and then what I have to
• 9:32
  Speaker 3: pay for the ads? They're like yeah, you so like,
• 9:35
  Speaker 3: well how much is that? So they said, like, uh,
• 9:37
  Speaker 3: I thought I was gonna do two fifty a day.
• 9:39
  Speaker 1: No, this was my thought. I'm gonna give y'all two
• 9:41
  Speaker 1: fifty a day.
• 9:41
  Speaker 3: Face yeah, Facebook ad two fifty a day, and then
• 9:44
  Speaker 3: I'm gonna make five hundred. Then I'll to two fifty
• 9:46
  Speaker 3: a day every day you know what I mean, two
• 9:48
  Speaker 3: fifty a day every day.
• 9:49
  Speaker 1: No, that wasn't what it was.
• 9:50
  Speaker 3: He was like, you know what, You're gonna have to
• 9:51
  Speaker 3: just give us free rain to just spend the money.
• 9:55
  Speaker 3: I'm like, oh my god. I'm like, okay, well, how
• 9:56
  Speaker 3: much you're gonna spend? Like maybe fifteen hundred dollars a day,
• 9:58
  Speaker 3: maybe two thousand. We have to figure it out. We
• 10:00
  Speaker 3: have to test first, we have to do other this.
• 10:01
  Speaker 3: So I'm like, okay, fine. So I put it in
• 10:04
  Speaker 3: God's hands and I'm like, well, you know, you come
• 10:06
  Speaker 3: this far, so I think you've done everything right. What
• 10:09
  Speaker 3: I did was I did everything right because I studied
• 10:11
  Speaker 3: for ten years. I studied from twenty eight to twenty
• 10:14
  Speaker 3: eighteen on online marketing the things to do right. So
• 10:16
  Speaker 3: when I came up with the website, I have my
• 10:18
  Speaker 3: pixel set up, so my pixel was capturing all of
• 10:21
  Speaker 3: that free organic you know, traffic that I was having
• 10:25
  Speaker 3: that came to the site.
• 10:25
  Speaker 1: So that was like golden, That's what That's the step
• 10:28
  Speaker 1: that everybody skips. You got to put in the work.
• 10:33
  Speaker 3: You can't just put Facebook ads and think that like
• 10:35
  Speaker 3: that's going to blow you up the way I blew up.
• 10:38
  Speaker 1: No.
• 10:38
  Speaker 3: The reason why we had such success because I really
• 10:41
  Speaker 3: put in the work. I was doing those shares from
• 10:43
  Speaker 3: five am to freaking twelve am every day for.
• 10:47
  Speaker 1: Fifteen months, and I put in the work. So by
• 10:49
  Speaker 1: the time we got.
• 10:50
  Speaker 3: To the ads, they had all of the data that
• 10:53
  Speaker 3: they needed to get to my customer. So at that
• 10:56
  Speaker 3: point it was like I went from making fifty thousand
• 10:58
  Speaker 3: dollars a month to the first month with the ad.
• 11:02
  Speaker 1: Agency, we did a million dollars return. Yeah, exactly right.
• 11:07
  Speaker 3: Then every month consistently after that we did two million dollars.
• 11:12
  Speaker 3: Then our peak was three point four million dollars, which
• 11:16
  Speaker 3: is so funny that I didn't even know that. I
• 11:17
  Speaker 3: just found that out a few weeks ago when I
• 11:20
  Speaker 3: was looking through my own.
• 11:22
  Speaker 1: Data, because you know, when the number.
• 11:23
  Speaker 3: Tie is so high, you just be like, But basically
• 11:27
  Speaker 3: I was shocked to know that we did three point
• 11:28
  Speaker 3: four one in a month.
• 11:29
  Speaker 1: But basically we did that consistently for two years.
• 11:32
  Speaker 3: We did at least two million dollars a month for
• 11:34
  Speaker 3: like two years, and that was during the entire pandemic.
• 11:37
  Speaker 3: That was during you know, all the time people online,
• 11:38
  Speaker 3: so we were able to build up a really amazing,
• 11:43
  Speaker 3: like tribe of women, you know, yeah, that really loved
• 11:47
  Speaker 3: the product and loved the fact that there was a
• 11:49
  Speaker 3: black woman behind it, the fact that I owned it
• 11:51
  Speaker 3: one hundred percent. Because they couldn't believe that in the beginning.
• 11:55
  Speaker 3: It was hell on wheels. You know, our women we're like, yoah,
• 11:58
  Speaker 3: she is scam. And so there's a lot of stuff
• 12:00
  Speaker 3: still out there online today that's still living from those days.
• 12:03
  Speaker 3: But basically, in a nutshell, we had some things that
• 12:06
  Speaker 3: we went through.
• 12:06
  Speaker 1: I went through for film.
• 12:07
  Speaker 3: House situation where they were shipping all my orders backwards.
• 12:10
  Speaker 3: So as soon as we got to the million dollar months,
• 12:12
  Speaker 3: I'm like, okay, I need a f filming house. My
• 12:14
  Speaker 3: house has filled, everything filled, I have everybody working. I mean,
• 12:16
  Speaker 3: it's just got it out of hand. I'm like, I
• 12:18
  Speaker 3: need a f filming house. So we got the fulfillment
• 12:19
  Speaker 3: house and they basically started shipping all my orders backwards.
• 12:24
  Speaker 1: So if we were two weeks behind at that point.
• 12:26
  Speaker 3: It was so they screwed up all my stuff for
• 12:29
  Speaker 3: a good six to eight weeks.
• 12:31
  Speaker 1: So a lot of.
• 12:32
  Speaker 3: The trolls then had to say, yeah, she ain't shipping any.
• 12:34
  Speaker 1: Right, and you know, so it got really really crazy.
• 12:37
  Speaker 3: I really was taken over by how much hate is online.
• 12:41
  Speaker 3: I mean, it's crazy, right. So I knew because I've
• 12:45
  Speaker 3: dealt with celebrities. I grew up in that world.
• 12:47
  Speaker 1: I knew. So I was like, I'm not reading any
• 12:49
  Speaker 1: of this. I'm not responding.
• 12:51
  Speaker 3: Nobody will ever hear me respond on the trolls and
• 12:53
  Speaker 3: this and that. So at this point, now you start
• 12:56
  Speaker 3: seeing the comments change. Now you start seeing, oh my god,
• 13:00
  Speaker 3: I love this product. It's working.
• 13:02
  Speaker 4: An illegal alien from Guatemala charged with raping a child
• 13:06
  Speaker 4: in Massachusetts. An MS thirteen gang member from Al Salvador
• 13:10
  Speaker 4: accused of murdering a Texas man of Venezuelan charged with
• 13:14
  Speaker 4: filming and selling child pornography in Michigan. These are just
• 13:18
  Speaker 4: some of the heinous migrant criminals caught because of President
• 13:22
  Speaker 4: Donald J. Trump's leadership. I'm Christy nom the United States
• 13:25
  Speaker 4: Secretary of Homeland Security. Under President Trump, attempted illegal border
• 13:30
  Speaker 4: crossings are at the lowest levels ever recorded, and over
• 13:34
  Speaker 4: one hundred thousand illegal aliens have been arrested. If you
• 13:37
  Speaker 4: are here illegally, your next you will be fine nearly
• 13:41
  Speaker 4: one thousand dollars a day, imprisoned and deported, you will
• 13:45
  Speaker 4: never return. But if you register using our CBP home
• 13:49
  Speaker 4: app and leave now, you could be allowed to return legally.
• 13:53
  Speaker 4: Do what's right. Leave now. Under President Trump America's laws,
• 13:58
  Speaker 4: border and families will be protected. Sponsored by the United
• 14:01
  Speaker 4: States Department of Homeland Security,