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female founder feature: kate westad, palette by pak

female founder feature: kate westad, palette by pak

we’ve all been there. packing for a vacation, business trip, or just a day-to-workout-to-night day in the life. in the dark days [pre kate + palette by pak] we had to either pack, unpack + repack our entire skincare routine into said bag or *gasp* leave home without our goops, glops + glam. no more! kate westad, founder + ceo of palette by pak, has invented [and patented] the ‘original high fiver’, the first of its kind compact, convenient + leak proof travel tool of our dreams.  if you think her product is life changing [you’re right, it is] wait until you read her story! 

tell us what your product is and the story of how you got started. 

 

i am the founder of palette by pak and i invented the palette the original high fiver. it’s what i humbly like to call the travel + beauty tool of your dreams! but seriously, it has been so incredibly amazing to see our product go from vision to reality and help solve real world beauty and on-the-go problems. 

 

how did you take the business from “idea” to “launch”. 

 

i could see the high fiver so clearly in my mind. from the design, to the material, to the colors, to the name. i think the biggest part of this journey was staying true to my vision and going with my intuition, no matter what.

 

As an inventor, I have sketchbooks and lists upon lists of ideas. And as an attorney, I knew my first step would be about protecting my ideas. So I took my idea to an attorney friend of mine and he said he could help. It really just snowballed from there. One person would introduce me to one person and another person to another person. It really is true that you just need to start and the path will appear. It was a long process, well over two years. My biggest challenge was manufacturing in the USA, but it was so important to me. As a sustainably minded company, I just had to have it made locally with as tight of a footprint as possible.

 

execution is key! as you close out your first year in business, what would you do differently? what did you feel you did particularly well?

 

we actually didn’t fully launch ecommerce sales until august. so we are at the six month mark. i literally would do nothing different. i have learned so much about each choice and decision. you truly can’t learn to run a company without testing what works and what doesn’t for your brand. i think being open minded and always choosing the most exciting choice that feels right in the moment has helped. making discerning and intuitive choices that resounds with me as a founder is key. someone recently described me as having “big dreams, killer instinct.” I wil try to live up to that description any day of the week. I look at this process as a complete learning experience. As a litigation attorney you are so used to taking a subject and learning everything about it. This really was no different. plus I thought it was fascinating and was enthralled with the problem solving aspect of entreprenuership.
 
 
I also really think you need to find the right people to help you. When you are so small, the people you bring in to help you are so crucial. And knowing who to bring in when is equally as important. For instance, I was not just launching my invention, I knew I was launching a brand with numerous inventions and multiple innovations in the works. It was important we came out strong and our creative, branding and marketing reflected who we were and was on point. And mostly we were just having fun!
 

you’ve self funded this entire business (!!!) talk to us about that decision and why you took that path instead of raising vc money. 

 

for one, it can be easier – you can start immediately and go at your own pace. two, you answer to yourself. when you have such a strong vision, you know where you want to go. autonomy, freedom with a dash of “holy sheet cake, this is very expensive” comes to mind.

as a self funder, how do you market your product and get it in front of as many eyes as possible in a cost effective way? is there a particular platform or methodology that’s worked exceptionally well for you?

 

marketing can feel like literally lighting money on fire. but if you want people to visit the world you are creating, you have to build streets, you have to create traffic. i do not believe the “build it they will come” philosophy. you must get out there once you are done testing in a big way. and you have to have a point of connection with your customers. for us, we are so  passionate about reusing materials, sustainability and eliminating single-use travel bottles. plus we are a problem solver for our on-the-go modern beauty lifestyle and we created this product to help people. these are connectable points for people. i truly believe we all want to be better and help save the world. People can do that with our product by skipping one travel bottle at a time. 
 
 
We have also tested so many platforms and channels since launching. We did all of our testing live in the market. I feel like we have learned so much in just 6 months. Now that we are preparing to scale and roll into retail, we know better where to position our product. people tend to just focus on the monetary gains but the market insight to us has been immeasurable. Plus so many opportunities came from testing. We will continue to test as we grow and diversify our efforts. 
 

talk to us about the patent process. how did you go from having this idea to securing its patent? why did you decide to patent your product out of the gate?

 

it is an expensive long process. not for the faint of heart but come on, nor is launching a startup. as a lawyer and based on what i invented, i decided to go this route. it is not always available, but in my case it was. i regret nothing and would go this route 1000 times over. innovation protected is the way to go. And you really do need a qualified patent lawyer for this process and a set aside budget as it is quite expensive. This is not one of those things you can do yourself.

 

i think when you are passionate about something you make it happen. for me, i stopped watching tv, i stopped trying to have everything be so perfect at home. i stopped trying to find “hobbies” and instead did what i felt passionate about. as an only parent of 4 kids, i took those “found” hours and launched a business. for me, it was something i had to do. for me, there was no alternative. i had to make it happen. my kids are my biggest fans and the biggest supporters. i like to think i am showing them that you can create something out of nothing and find so much satisfaction in it. life is also short, so we talk about that a lot in our house. if not now, when?

 

signature question – how did you come up with the name?

 

i could see PALETte so clearly in the vision of my product. i feel like it was just meant to be. 

 

can you talk a little bit about how being a mom impacts your life as a solopreneur / founder? what’s the balance like there and what advice do you have for moms trying to build a business? 

 

I am an only parent of of 4 kids. Their dad died over 5 years ago. I think going through something so devastating and tragic makes you also realize life is short. It became this passion project for me, to get these ideas out into the world as soon as I could. I tell my kids anything is possible, and I hope by me chasing my dreams they can see they can chase theirs as well.

 

Through this process, I was working two jobs. Sometimes your house isn’t clean. Sometimes the laundry waits. Sometimes you get take out. I would spend my free time on evenings and weekends doing start up work. I think sometimes we are so socialized to just do what we are expected to do in our daily lives. You have to consciously make an effort to take those hours and shift them towards something you feel passionate and excited about. And sometimes you have to stop trying to be so perfect and accept that for now, this is what needs to happen to make your dreams come true.

 

what’s your best piece of advice for someone in your shoes? 

 

just start. as you go down your path, the steps will just appear. people will come to support and help you. but sometimes the hardest part is just taking the first step. it can be as simple as a sketch, a phone call, reading and research and taking notes. it only takes one little spark to create a flame. i truly believe that anyone can chase their dreams, no matter your age, experience or current situation. anything is possible!

catherine's high-fiver

 since i’ve recently become a skincare junkie these are obviously not all the products i use, but  the ones i use every.single.day. i  start my routine with the milky moisturizing cleanser from sanitas followed by a few spritz’s of the essence by the same brand [not pictured]. with still damp skin i’ll put The Ordinary. Hyaluronic Acid 2% + B5 for an extra moisture boost. step three is the skinceuticals c e ferulic to help even out my skin tone. last morning step is the Biossance Squalane + Probiotic Gel Moisturizer. in the pm i swap the c e ferulic for sunday riley’s juno oil. 

gabi's high-fiver

the 5 products I cannot live without [and that you’ll find in my palette by pak high fiver]! if I ever gift these to you in a blankbox, just know i love you more than average. the drunk elephant c-firma, drunk elephant protini and drunk elephant virgin marula oil are my morning ‘skin cocktail’, good genes by sunday riley is a new addition to my skincare routine and i’m o b s e s s e d. a little pricey, but worth every penny. and last but definitely not least, drunk elephant’s babyfacial, which i use 1x per week to exfoliate. 

 

byrobynblair candy art female founder feature blankbox

female founder feature: robyn blair davidson of byrobynblair

female founder feature: robyn blair davidson of byrobynblair

you know that feeling as a little kid when you had a pumpkin basket full of fresh halloween candy all mixed up and colorful and ready to make all your sugary dreams come true?! this is like that.

between wall art, candy dishes, phone cases + jewelry boxes, byrobynblair custom gifts satisfy our sweetest desires + make all our nostalgic candy dreams come true. grab your favorite candy and read robyn’s story!

tell us the story of how you got started. have you always been an artist?

 

i actually had no intention of making candy into a full-time business or becoming an artist! i was starting to care more about the things in my home and making them a reflection of who i am. at the end of the day, i wanted things around me to make me smile. one day, i was inspired by candy in a bowl on my coffee table and made my first piece for myself to hang in my apartment. after my friends and family saw it, they asked if i would make one for them and the rest is history!

 

tell us about the process from first having the idea for your art to actually launching? what was the most difficult part and is there something you wish you knew at the time?

 

when i had that first thought of what i wanted to make, i started googling shadow boxes and going to arts and crafts stores to find what i envisioned. but, i couldn’t find anything like what i had in mind! i designed and created a piece to be thin enough to hang on the wall as fine art but thick enough to have the depth to allow real candy in the piece. when i made my first piece, i hung it on my wall and it made me smile. i felt success in creating exactly what i had first envisioned.

getting any business off the ground is a difficult process, but my decade of experience working for a contemporary brand (which i helped start as well) gave me the knowledge on how to be resourceful and figure things out on the fly. this played a huge part in me finding a place to cut plexi and build my own custom shell for my pieces.

 

what was the first piece you ever did and how has your art changed since then? do you have a favorite?

 

the first piece i ever made was a frame filled with dubble bubble with hot pink writing that said “in case of emergency break glass.” it’s still my favorite to this day! some things have changed since the beginning, like the way i hang my pieces, some quality perfection with the plexi, and the glue i use to help preserve my pieces.

 

do you have team members who help you make the pieces? at what point did you decide you needed to hire and how did you find the right people?

 

i do! from the very beginning i knew i couldn’t do it all myself. the first person i brought on was someone to handle all of my financials, invoicing, quick books, etc. this has allowed me to focus on everything else!

at the stage i’m at right now, it’s a mixture of energy, trust, and skill. i have to feel good about the person i’m bringing on and spending a tremendous amount of time with, and of course they need to add value and be an expert on something i’m not. that something that everyone should look for when making a new hire – finding someone they’ll enjoy spending every day with and who can bring a new skill set to the team.

you created a first of its kind concept, which can present challenges when entering the market. what was your marketing strategy and messaging to start and has that changed? what has been your best marketing “platform” in terms of generating inbound commissions?

 

i created a piece for myself without thinking about it any further than knowing i wanted to hang it on my wall. when i saw the response from friends and family, i knew it was something that could be in other people’s homes and make them smile. it sounds so simple, but it’s really the foundation of why i do what i do. there was no marketing strategy or messaging thought out past the way i felt about my work and choosing to share it. instagram has been the best platform to share my creations with the world and it’s how a lot of my clients find me.

 

you recently expanded brb into candy dishes and a line of prints with dormify. why did you decide to expand your product offering + how do you choose the right collaborations?

 

i launched prints with dormify because i think they’re a phenomenal brand with an engaged audience of people that would enjoy my art. i also wanted a price point that was more accessible and dormify was the perfect brand to do that with.

 

my candy dishes started similar to how i began my wall art. i thought of something i wanted on my coffee table and figured out how to make it. the candy dishes are another way to bring happiness into people’s homes. 

 

collaborations can be amazing if they’re the right collaboration. working with too many people can be confusing if it’s not well thought out and purposeful. i have had to say no to people i would love to work with because they weren’t the right fit at that moment, but there’s always other opportunities down the road! 

editor’s note: all of robyn’s collaborations make perfect custom gifts! and luckily for you, we also happen to have a chic + custom gift box. peep the bottom of the fill for our blankbox + byrobynblair pop of color custom gift idea!

 

what else can we expect from by robynblair?

i have a lot of fun launches and collaborations coming up! follow @byrobynblair and byrobynblair.com for updates!

make a [sweet + colorful] moment with blankbox + byrobynblair!

and here you thought we were just custom gift boxes! we love custom gifts too, especially when they’re sweet + colorful.

brighten someone’s day, home + life with a blankbox filled with a candy dish, phone case or jewelry box from byrobynblair. best part: they can keep their ‘checker me out’ blankbox + byrobynblair candy dish for the perfect neutral + pop of color coffee table centerpiece!

*all product images, press images, and headshot images are property of robyn davidson and byrobynblair
**this is not a sponsored post. all obsessions are 100% real

all images are property of respective companies

female founder feature: kristen tomlan of cookie do

female founder feature: kristen tomlan of cookie do

we all know the best part of baking cookies is eating the raw cookie dough…whether you’re 8 or 28 (guilty!) there’s no shame in swooping in finger [or spatula] first for that little indulgence. kristen tomlan, founder + ceo of cookie do, wanted to make that little indulgence safe to eat, accessible….and fun!

so grab a cup of edible cookie dough + a spoon and read how a cookie shop trip with girlfriends turned into her making all our childhood cookie dough dreams come true.  in the words of kristen….“let’s dough this!”

edible raw cookie dough. genius idea. how’d you come up with it and to what extent did you test the market as you were creating do?

 

i have always been a lover of unbaked cookie dough! i came up with the idea when i was with a bunch of girlfriends. we went to a cookie shop, and instead of purchasing any baked cookies, we opted for the unbaked cookie dough in their freezer instead. that was the moment that i came up with the idea – safe-to-eat & bakeable cookie dough for all to enjoy! when i first launched, i tested the concept online before i opened up our first retail store. it was the best decision i made because it gave me the ability to be flexible & see what customers really wanted before investing in brick & mortar.

 

 

you were in branding and design before launching your own business. talk to us about why branding was so important to your concept and how you thought about it before launching. has the branding or consumer messaging changed since?

 

branding what i lived and breathed. it was where a bulk of my professional experience was focused. creating a product is one thing, but creating a brand is really what is valuable. anyone can copy a product, but they can’t just steal your brand. since we launched, messaging has been the same, which is important because consistency is key. customers know what we stand for and what to expect.

 

 

you’re a solo founder and despite the fact that us entrepreneurs have a tendency to try to ‘do it all’…what type of team or support system do you have to help you execute your vision? who was your first hire and when did you decide to hire for the first time?

 

at first, i was doing it all. i had to. but as the business grew and has changed over time, i’ve added valuable people to help execute my vision and manage different parts of the company. my first hire was my executive pastry chef, brianna, who is still with me today. she’s been an integral part of the business operations from very early on!

 

 

part of being an entrepreneur and even more so a food-based entrepreneur is being able to innovate quickly. how often do you release new flavors and how do you come up with them? have you had to pivot in any way as the wellness industry has grown?

 

we release a new flavor every month. experimenting and recipe testing is one of the most fun parts of the job! we get our inspiration from other desserts, nostalgic treats, and sweets from all over the world! even though the wellness industry is growing, i feel strongly, more than ever, that there is always a place and time for indulgence. it’s a work hard play hard mentality – people are more conscious than ever about they they are putting into their bodies. however, when they do indulge, they really want to make it worth it. for me, i look at it as mental wellness – if it makes me happy and brings me joy, then it’s a positive.

you have a lot of competition and likely quite a few copycats. why does your customer still come to you? on the business side, do you own any intellectual property or trademarks or is there another way you “protect” your brand from copycats?

 

we do have trademarks to protect us, and it all goes back to creating a unique brand and experience that is difficult to replicate. sure, we have copy cats, which is a form of flattery. however, i don’t think there is anyone who is doing it truly how we are.

 

signature question – how did you come up with the name do?

 

it was the first thing i decided when i came up with the business. the name was going to be dō, spelled how “dough” is pronounced. the business was all about the dough, so i wanted the name to reflect that.

 

what’s next for do? (asking this question so you can talk about your cookbook coming out but feel free to add anything else!)

 

i have a cookbook coming out in october! hello, cookie dough is 110+ recipes to eat, bake & share! it’s been a labor of love that i have been working on for over 2 years. it’s such a great extension of me and of the brand. i can’t wait for people to be able to make safe-to-eat cookie dough at home!

where are you from? st. louis, missouri

favorite brand that does branding really well (should i say brand again): glossier, soulcycle, apple

favorite do flavor: heavenly!

is there another type of food or food category you think could use disruption? (what do did for cookie dough, dirty lemon did for lemon water, etc.) i think there is always room for innovation in food!

female founder you admire and why: julie rice, christina stembel, whitney wolfe herd

favorite restaurant in nyc: rucola or colonie (my fav neighborhood spots)

words you live by: do what makes you happy

finally, you can have your cookie dough and eat it too. 

*all product images, press images, and headshot images are property of kristen tomlan and cookie do
**this is not a sponsored post. all obsessions are 100% real

all images are property of respective companies

female founder feature: neha govindraj, co-founder + coo, glowbar

female founder feature: neha govindraj, co-founder + coo of glowbar

it’s an age old dilemma [no pun intended]: what is the secret to looking young forever? i say this with the full backing of my degree from sephora university: SKINCARE!!!! one strong skincare routine a day keeps the wrinkles at bay, and keeps us youthfully glowing with clear, beautiful skin in the meantime. yes, please. 
co-founder + coo neha govindraj is making glowbar the new secret weapon for your skincare: a cross between a spa and a dermatologist, they use clinical products and science-proven techniques to keep you glowing….and going. everything is under 30 minutes, meaning you can get in, get out, and get on with your day. read their story below!

first things first – you have a super cool story before glowbar. tell us! how did your previous experience help shape glowbar?

 

before glowbar, i was at bain & company as a management consultant and loved it! i primarily consulted businesses in retail / consumer in ideating and implementing strategic decisions. my experience at bain gave me perspective on how businesses grow, what problems they face and how to solve them. i also spent some time at glossier working with their executive team on growth strategy. these experiences helped set me up for success with starting glowbar because i felt so ready to build towards a vision and tackle any problems that came our way.

 

what sets glowbar apart from other facial spas? talk to us about how your differentiators helped you raise money. what questions did investors ask and were there any that surprised you?

 

glowbar is all about real results and professional skincare, offered in 30 minutes. we’re truly an intersection of a spa and a dermatologist: all the brands we use are clinical / professional grade and we aim to do things in the treatment room that you can’t easily do at home–– that is why we even have you cleanse your face for us (at our gorgeous wash bar)!

during the fundraising process, it was so important for us to stress how our differentiators would translate to the consumer. it wasn’t enough to just state what the differentiators were – that was an interesting learning, and it led us to build a strong strategy on educating our potential customers.

 

how do your investors come into play in the day to day of the business (for example – are they more focused on growth or are they ‘in the weeds’, helping you guys decide on what products to sell/hiring/marketing strategy, etc?)?

 

our investors really expand our existing network. they are the best people to go to with any growth-related (or sometimes even, ‘in the weeds’-related) “asks” –– which we often do!  they either weigh in themselves, or put us in touch with whoever they think is best suited to answer. 

 

signature question – how did you come up with the name for glowbar?

 

rachel (my co-founder) actually did in her apartment one day, and it stuck! we love it because the name ‘glowbar’ gets people in the right mindset of what to expect–– a destination that leaves you glowing.

what advice would you give other entrepreneurs looking to open their first retail location? any lessons learned?

 

ask a lot of questions. and continuously follow up with people. brick and mortar was a new beast to me–– there are so many moving pieces, and a lot of instances where things might slip through the cracks. understanding what those are and being on top of it is tough but important!

 

you launched just over a month ago. tell us about the experience – the great, the good, the bad, the ugly.

 

it’s been incredible seeing all the thought and work behind building glowbar starting to come to life. beyond that, watching people experience the brand and build new habits is truly the most rewarding part–– they just get it and it works. the tough part? being consistently on your a-game. we’re open 7 days a week, 11-14 hours a day. that means making changes real-time to continuously optimize for providing the best possible experience for clients and our team, while simultaneously thinking about the future!

 

since launch, you guys have executed super unique and creative marketing strategies. talk to us about them. what marketing strategy has seen the best roi so far? 

 

thank you! one of our favorite initiatives right now is the “tear one” flyers we have posted throughout the city. we’re continuously replenishing them and people have been loving them! they’re a nod to those babysitter flyers back in the day. and hey, they work. some of them have “lucky you” written on them which let you come in for a treatment on us!

we also have a few ‘face it forward’ cards floating around–– if you land your hands on one, you come in for a treatment on us, and then… ‘face it forward’ (aka pass it to a friend to do the same!)

 

you co-founded the company with rachel – what were you looking for in a cofounder and talk to us about your strategy for tackling different roles. 

 

i couldn’t love mine and rachel’s relationship more. we are both so different in what energizes us (making it easy for us to tackle different roles), but are so similar in our values and goals. it was clear off the bat when meeting rachel that she was ego-less, sharp, and in this to start a great business that people needed. with that, i quickly knew she was someone i wanted to build with–– i am forever grateful to have taken the leap and now be in a founder relationship centered in confidence and respect. we continuously put our brains together to make sure that glowbar is the best it can be and nothing slips through the cracks.

 

what’s next for glowbar?!

 

so much. but first, more locations! 😉 

where are you from? south florida

 

favorite brand other than glowbar: peloton

 

biggest mistake you see startups making (drawing on mgmt consulting experience): not questioning every, single, part of what exists today.

 

skincare routine: cleanse, tone, treat, moisturize + spf (am only). morning and night.

 

self-care activity: dancing in front of my mirror by myself.

 

female founder you admire and why: kirsten green. what she’s built with forerunner is incredible, in a space where few female founders exist.

 

favorite place in nyc besides glowbar: my apartment. it sparks so much joy and i love hosting.

 

words you live by: ask enough of the right questions and you will figure it out.

now imagine if you could get a facial in the time it just took you to read this. thanks to neha + rachel, now you can! book glowbar here!

*all product images, press images, and headshot images are property of neha govindraj and glowbar
**this is not a sponsored post. all obsessions are 100% real

all images are property of respective companies

female founder feature: divya gugnani, founder + ceo of wander beauty

female founder feature: Divya gugnani, founder + ceo of wander beauty

it’s july, which means we’re officially less than 6 months away from 2020 (*what*) and we’re spending the month going back and forth between home and the closest body of water. between the constant travel and hustling to crush those 2019 goals, one thing is for sure: not one of us has time for a 20-step beauty routine. divya gugnani, founder + ceo of wander beauty…..just gets it. like her brand name suggests, her mission is to keep us gorgeous on the go. in her own words, “less time spent in front of a mirror, and more time doing”. can we get an amen?!

your background is in tech… how on earth did you go about breaking into the beauty industry? 

i’ve always had a strong interest in beauty, especially as someone who loves to cook (i went to culinary school!) who can be found concocting a face mask with the ingredients in my kitchen. after my last company ‘send the trend’ sold to qvc, i joined the qvc team and led digital innovation where i spent a lot of time on their beauty brands and business. i had the opportunity to work with some amazing brands, but none of them were speaking to my lifestyle. most brands were advocating artistry and 20-step routines, but i was a mom of two working full-time, getting ready on the subway each morning. i didn’t have time or space for that type of routine. i needed products that multitasked the way i did and kept me gorgeous on the go – so my co-founder, lindsay and i created them.

 

being a serial entrepreneur, disrupting industries is in your nature. tell us how you’ve disrupted the beauty industry with wander.

most beauty brands tell you that you need more, more, more: a separate cream for your body than you use on your elbows, five brushes to do a full face. wander beauty is saying the opposite. we’re giving you fewer multitaskers that streamline your routine, without compromising on performance or ingredients. all of our multitaskers set out to solve a problem, whether it’s a our dual-ended dualist concealer that allows you to both conceal and brighten with a two-in-one formula or our play all day translucent powder that eliminates the traditional mess and waste associated with a translucent powder by storing the powder inside of the puff. 

   

talk to us about your marketing ‘message’ to consumers? who is your target customer and why does she value your product? how do you communicate your value prop to her?

our target customer goes beyond sociodemographics – we are catering the time-starved woman who is living her life in motion and doing her beauty routine beyond the bathroom. we are offering her less time spent in front of a mirror, and more time doing

we work to socially co-create all of our products with our community so that we are not just giving her something that she wants, but something that she is asking us for. we are always asking ourselves how we can innovate, from packaging to formula, to give her the best solution to the problem she presents us with. 

 

you serve as ceo of wander, but co-founded the company with former victoria’s secret model lindsay ellingson. how do you divide + conquer in your roles?

lindsay and i come from such different backgrounds, but shared the same problem of not feeling spoken to in the beauty space as women living life on the go. we both have different strengths, which complement each other. she is our creative director and spearheads all of our creative. i’m our ceo and a data junkie and work more on the business side. we overlap on product development, which we are both so passionate about and bring our own unique perspectives to. 

 

wander is currently in it’s last month of it’s pop-up shop on the upper east side. can you tell us a little bit more about that experience and why you decided to do it? is this the store’s first pop-up?

yes! this is the brand’s first-ever pop up store. being a predominantly direct to consumer brand, we rely on our own digital storytelling and content to bring the brand to life through a screen, which is why we own the process internally rather than outsource. beauty is such a tactile experience, and we wanted to bring the brand alive in real life – and what better place to serve an on-the-go consumer than new york city? since our inception, we’ve seen the most growth from owning our own branding and storytelling, and having that then drive our own .com’s growth as well as having a halo effect on our retail growth. by owning our retail experience, our goal was to drive brand awareness while continuing to foster that personal relationship with our community.

 

what challenges have you faced with the pop-up vs. your online direct-to-consumer platform?

if you’re not challenged, you’re not learning! the entire pop up has been a learning experience – especially since i had never launched a pop up space myself. we’re lucky that we are still small and agile enough that we can still experiment and learn from our mistakes and adapt in real time. for example, we tested several types of our daily classes in our first few days to see what topics and times resonated most, and adjusted the following week to better accommodate our consumer and continued to adapt throughout the pop up as we see patterns. at the pop up store, it’s all about human interaction and bringing the brand to life through our ambassadors once they’re through the door. 

 

we spend a lot of time talking about what works in starting + growing a business, but as you know a lot of entrepreneurs live and breathe what doesn’t work (the hard way). tell us something that has worked really well for your brand and something that hasn’t worked for your brand that maybe you expected to?

i think our focus has really worked for us. we want to be something to someone not everything to everyone. we are two modern women who are more time-starved, busy and active. we are always doing beauty beyond the bathroom ™, and we focused on that lifestyle across all age groups, ethnicities and geographies. we are inclusive yet focused on our clients and their lifestyle. we create multitaskers that serve a purpose in their lives and save them time and space. with regards to what doesn’t work well, we thought that being in traditional retail channels would allow new clients to discover us. what we realized is that many retails have a vast array of brands and with limited space both in stores and online we don’t have chance to highlight our innovation and differentiation. so we learned from that and decided to pursue our dtc business and truly own our conversation with our clients and our community.

 

our signature question, how did you come up with the name ‘wander’?

we’re all about staying gorgeous on the go, so travel inspiration is the thread that runs through all of our branding and imagery. ‘wander’ came from the idea that even if your life is busy, whether with the day-to-day of life or a jetsetting adventure, your beauty routine should wander with you.

 

editors note: visit the wander beauty pop up store through july 31st at 787 lexington avenue (between 61st and 62nd street) and mention the fill to get 20% off of your purchase

favorite piece in the wander collection: this is like picking a favorite child! right now, i can’t stop using our trip for two blush and bronzer duo. it’s makes me look like i spent the weekend at the beach without having to go anywhere.  

 

female founder who inspires you: sarah kauss at s’well. at wander we create multitaskers so you can do more with less products. we care about sustainability and that mission lives through our product and packaging decisions. sarah has taken it to the next level with s’well and i admire that.

 

favorite me-time activity: swimming. i call it my “vision time” – completely device-free, and i can be truly alone with myself. 

 

favorite restaurant: novikov in miami- the fish is fresh and spectacular and i have yet to have a less than outstanding meal there.

 

go-to brands (other than wander): obe fitness for home workouts, tamara mellon for comfortable well crafted shoes, giapenta for intimates, primary for my kids clothes, inkbox for when i’m feeling adventurous and want to make a temporary bad decision. 

 

personal mantra / favorite quote: “i do not fix problems. i fix my thinking. then problems fix themselves.” -louise hay

 

fun fact about you that most people don’t know: i love to travel. i went to 18 countries during my two years doing my masters degree.

you know what they say….we have the same 24 hours in a day as beyonce. divya and lindsay, thank you for letting us use less of that time beautifying and more of that time….becoming beyonce. or as close as possible. 

*all product images, press images, and headshot images are property of divya gugnani and wander beauty
**this is not a sponsored post. all obsessions are 100% real

all images are property of respective companies