How 5 Women Ditched Perfection to Embrace Their Own Skinversity

We’ve all felt the pressure of perfection. But according to some studies, this sentiment is mostly felt by women. Sound familiar? A U.S. survey found that women (more than men) felt they “did not meet their own high standards with family and workplace commitments.” And in a 2011 survey, half of the female managers, compared with fewer than a third of the male ones, reported self-doubt in their performance. 

But these insecurities don’t stop with our achievements, they also apply to our appearance. Of the 2000 adults surveyed, 9% of men considered themselves handsome compared to just 2% of women who thought they were beautiful. This needs to end. That’s why we partnered with the clean, goat-milk skincare line, Beekman 1802 and their mission to embrace your Skinversity and cultivate a beautiful life.

Watch the video below to learn more about their mission and why loving your skin is always in. Because it’s not about how your skin looks to others, it’s about how your skin feels to you.

Ahead, we asked five women how they’re ditching perfection to embrace their own Skinversity and encouraging others to do the same. Join the movement and share how you #EmbraceSkinversity by tagging your photo or story on Instagram with @beekman1802 and #embraceskinversity.

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Your skin, dark circle, pimples, blemishes will never fully disappear so instead of refusing them, you might as well accept and love them just as much as you do the ‘perfect’ parts of you”

Rahel Brhane, Content Creator

On the pressure of perfection…

In the social media space, there is a lot of pressure to look perfect all the time. When I first started creating content, I wouldn’t record myself without makeup or a filter to hide my imperfections because I was scared of what people might have to say about my skin. After three years in this space, I came to the conclusion that you can’t hate something about yourself you will live with forever.

Your skin, dark circle, pimples, blemishes will never fully disappear so instead of refusing them, you might as well accept and love them just as much as you do the “perfect” parts of you. Be kind to yourself every day and see how your overall wellbeing changes instantly.

On the person who has encouraged her inner confidence…

My mother is my biggest inspiration when it comes to taking care of myself. She would always make sure we see the good in any situation and stay positive. She was also the first person to show me that taking care of your skin is just as important as taking care of your soul. Without feeling good outside you can never feel fully great within. It goes hand in hand.

On how skincare plays a role in how she feels about herself…

I start my day with time to myself. I take care of my skin, have my coffee and focus on my thoughts before starting to work on my brand. I take this time very seriously as I feel so much fulfillment by knowing I take care of myself every day.

On her top three confidence-boosting tips…

• Write down what you are thankful for and you will immediately see that there is so much to be happy about.

• Manifesting is real. If you focus on negativity, more negativity will enter your life so make sure to think positively to attract more of that instead. 

• Treat yourself to a nice meal or a drink and spend time alone. You will feel so empowered that despite in a lot of people's minds being alone= loneliness, you're perfectly fine and enough just by yourself. This is my ultimate go-to for a confidence boost.

“Despite the outside noise, I am always trying to embrace the skin I have and accept all the aspects that make me unique like my rosacea and freckles.”

Nazira Sacasa, Blogger and Body Acceptance Advocate

On Feeling the Pressure of Perfection…

Yes, I have definitely felt the pressure for perfection. There is constant messaging around us that tells us there is something wrong with our skin, body, looks and if we aren’t working towards perfection then we are lazy. When you look at skincare, most brands are selling the message of fixing and/or getting rid of aspects of yourself.

As I get older, I am feeling the constant pressure of staying “young” and it seems like everywhere I look someone is promoting the latest anti-aging products. Despite the outside noise, I am always trying to embrace the skin I have and accept all the aspects that make me unique like my rosacea and freckles. 

On the person who has encouraged her inner confidence…

My mom has always encouraged me and since I was very young she’s instilled in me that beauty comes from within. When I first found out that I had rosacea my mom was very encouraging and helped me see that this didn’t make me less beautiful.

On how skincare plays a role in how she feels about herself…

I love my skincare routine. I think it’s such a beautiful form of self-care and also a time to slow down and connect with myself. My skincare has changed over the years and the older I get, the simpler it gets. My main focus now is using clean and simple ingredient and I view my skincare as a way to enhance what’s already there rather than trying to fix or change anything.

On her top 3 confidence-boosting tips…

Curating my social media feeds. I think it’s super important to follow diverse people with diverse body types and skin types. It’s so important to be exposed to images of people that look like us and are also different from us. It’s so easy to get stuck looking at photos of people who represent the beauty ideal which can lead to a lack of confidence, but the more we can broaden the types of people we see, the more confident we can feel about our own skin. Lastly, taking care of myself: eating well, drinking enough water, exercising regularly, getting enough sleep, and sticking to my skincare regime.

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I think I had to believe that what makes me unique and different is part of my beauty.”

Andrea Thomas, Model

Photo: Tony Redmer

On the pressure of perfection…

I think women are pressured in a lot of ways to fit an ideal mold. As a model, I feel pressured to stay young-looking. Whether it is covering my grays to keep my perceived age as young, maintaining a beauty regimen or staying the same size or shrink but never to gain any weight. The pressure comes from my belief that I will be valued more by clients if I look younger and more flawless.

I have always wanted to age gracefully and I try to accept all the changes my body and my face go through that are difficult to control. It is always appreciated when a brand sees that showcasing imperfections and flaws can add value to their campaign as opposed to brands that want to feed into their customer’s insecurities to make a profit. 

On who has inspired her inner confidence…

I've been inspired by a few different people. First and foremost, a fellow Piscean, Rihanna. I love the attitude she personifies and the way she lives her life. I have really made an effort to focus my life on my own personal development and joy rather than stressing about what everyone else will think. Lately, I've been inspired by Kenna Sharp. She has fair skin and very long black hair. She inspired me to kind of stop trying to blend my vitiligo with a spray tan and makeup and to just embrace the contrast of pale vitiligo with my dark hair. Now I love a little blush on my pale cheeks.

On how she recognized her own beauty…

I think I had to believe that what makes me unique and different is part of my beauty. And sometimes seeing that confidence personified in someone else can help you see it in yourself.

On how skincare plays a role in how she feels about herself…

Taking the time to remove my makeup and do my serums and creams makes my skin glow, and ultimately makes me feel better. It's funny because people always think a skincare routine is too time-consuming but I find myself looking for more steps when I'm already done. I think spending those few minutes massaging the product on my face has helped me love my skin and myself more rather than using that time to just crash in bed or spend extra time on my phone.

On her top three confidence-boosting tips…

I have a playlist for almost any occasion and I listen to music whenever I'm alone, usually working, cleaning or getting ready for the day. You will really start feeling yourself and remember to play certain songs whenever you need that boost! Wear cute pajamas to bed whenever you can. And work out for at least 20-60 minutes a day whether it's at home or the gym. There's no better way to feel stronger and to get back in touch with your body.

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When I take the extra time to do my full skincare routine, I feel more at ease and confident because I can feel the difference it makes in my complexion.”

Joy Green, Founder of Joyfully Green

On the pressure of perfection…

I was born in China, moved to Germany in middle school and came to the U.S. during high school years. Moving so many times across several continents, without knowing the language or having friends made me hyper-aware of my shortcomings or differences as a child and adolescent. Even as an adult and mother now, I feel the need to be everything to everyone. I think it’s an innate pressure as a woman to want to be a good mom, a hard worker, and a great wife. We spend so much time thinking about how to make everyone else we love happy, it translates into a self-asserted need for perfection.

On who has inspired her inner confidence…

My mom has inspired me ever since I was a little girl. She taught me to be confident and independent, even in unfamiliar situations. When we moved to Germany for China with nothing but four suitcases, we left all our friends and family behind. My mom was in her 30s and didn’t speak a word of German. Even though life changed so drastically, she would always encourage me to be confident, try anything and give it my best effort. She taught me that every change was an opportunity to improve yourself and take the challenge head-on. I was afraid to make new friends at first but she pushed me to just be myself and the confidence would translate in any language.

Being the only Asian student in my school, I was also acutely aware of how different our background was. My mom taught me to be proud of our differences and celebrate what made me a unique person. Fast forward 20 years, I am raising a daughter in a blended, multiracial family. I hope I can bring out the same self-love and confidence in her!

On how skincare plays a role in how she feels about herself…

Skincare is one of the ways I saw my mom always investing in herself. Ever since I was little, I could remember my mom using special lotions and creams every night. I would sneak a dip in her fancy jars and felt like such a pampered princess. The older I get, the more I appreciate a good skincare routine. It’s a simple 10 to 15 minutes a day that I take for myself.

As a mom, I’ve learned to really savor those little moments you get to relax and reward yourself. When I take the extra time to do my full skincare routine, I feel more at ease and confident because I can feel the difference it makes in my complexion.

On her top three confidence-boosting tips…

1. It always starts from within. I am a huge proponent of positive self-talk and affirmations. I believe if we are mindful of our inner dialogue and change the way we speak to ourselves, the confidence and positivity radiates from within 

2. Small changes in our body posture and smiling can be an instant confidence booster too! Like my mom always says, straighten up, chin high. 

3. Do what makes you feel good. On days when I take the extra five to 10 minutes to get ready or put on a special outfit or do that extra step to make my skin glow, I always have an extra pep in my step.

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I feel the pressure of perfection every day. I am still learning to listen to my standards and not the world.”

Hannah Neese, Body Positive Content Creator

On the pressure of perfection…

I have struggled with perfectionism my entire life. Even though my platform’s sole purpose is to encourage others to be themselves, I constantly feel like there is still something I’m not doing right. 

I feel the pressure to grow my business as quickly as possible. I feel the pressure to juggle as much as I can, while still looking and appearing perfect. We’re constantly taught that a thin body, clear skin, and a beautiful smile is the key to unlock everything in this life.

Applause is addictive, and you receive a lot of that when you’re nearing perfect. But at what cost? Your happiness? Mental health?

I feel the pressure of perfection every day. I am still learning to listen to my standards and not the world.

On who has inspired her inner confidence…

My best friend, Madee, built me up each time I began to pick myself apart. She was the first woman I’ve ever known that valued my confidence and success as much as her own. It was never a competition with her.

I am incredibly inspired by her “who cares?” attitude. If she likes it, she’ll wear it. If it doesn’t fit, she’ll throw it out. If it’s going to interfere with her happiness, she will not do it. The way she shows up completely like herself, in a world pushing for the opposite inspires me daily.

On how skincare plays a role in how she feels about herself…

I don’t have perfect skin, and that’s okay. I thought I hadn’t found the “right” routine if I still had acne or dry skin. Now, I base it on how I feel. I want to feel clean when I start and finish the day. It’s a way for me to wash the day off, and prepare for the next. My skincare routine makes me feel confident. It feels good knowing you can take care of yourself, without the end goal being perfection.

What are your top 3 confidence-boosting tips?

1. Know your role model, and think “What would ___ do?”

2. Wear matching underwear.

3. Do something that makes you feel good! I love a fresh tan and styled hair. I dare you to come to me when I have tan and loose waves—I am a powerhouse.

I am proud of each and every woman showing up when they feel like they “shouldn’t”. I am proud of every woman who is fighting to realize their self-worth. It’s not easy out there, but you’re doing it! I am with you, and I am proud of you.

Your skin is not a problem that needs a solution. Discover how to embrace your Skinversity at beekman1802.com.

This Founder Walked Away From a Steady Wall Street Job to Bootstrap a Clean Beauty Brand

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Courtesy of Cocokind

Leaving a steady job and switching lanes isn’t easy.

Just ask Priscilla Tsai, who was climbing the Wall Street corporate ladder when she decided to shift gears and launch Cocokind, a clean, conscious, sustainable skincare brand. "The first years were tough,” the founder and CEO tells Create & Cultivate. “I was only 25, considered successful in my career, and about to leave it all behind to start a company in an industry that I had very little experience in."

Disappointed by the lack of transparency in the beauty industry and sparked by her own struggles with hormonal acne, Tsai felt compelled to ditch her high-paying job in finance to launch an accessible clean-skincare company. Of course, it’s safe to say that Tsai’s risk has more than paid off—Cocokind is now stocked in every Whole Foods store in the U.S.—but all that success didn’t come without hard work and determination.

In this installment of Money Matters, Tsai shares the nitty-gritty financial details behind what it really takes to get a business off the ground.

CREATE & CULTIVATE: You walked away from a career on Wall Street before bootstrapping your business. What led you to leave a steady paycheck and switch lanes from finance to beauty?

PRISCILLA TSAI: I always knew I wanted to start my own company. My mom is an entrepreneur and watching her career progress definitely inspired me. Separately, my hormonal acne was my biggest insecurity, and I hated the harsh medications and pills that my dermatologist prescribed me. They kept my skin technically clear, but they also totally stripped it of moisture and gave me digestion issues. Ultimately, I decided to explore more holistic remedies for my skin and body, and when I’d created something that worked and that I was proud of, I knew I needed to share it. As a consumer, I was also disappointed at the lack of clean ingredients and transparency in the beauty industry, and I felt compelled to offer a better, more accessible option.

Can you explain what those founding years were like financially?

The first years were tough. I was only 25, considered successful in my career, and about to leave it all behind to start a company in an industry that I had very little experience in. I hustled in every way possible. I made full batches of products by myself. I created our first labels on Photoshop instead of hiring a designer.

I think many founders think that they need a ton of capital to start a company. Obviously, capital is important, but for me, time was almost as important as money. It took a lot of time for me to get Cocokind’s formulas to meet my standards, and it took a lot of energy and persistence to get our products into brick and mortar stores. I went door to door to Whole Foods’ in northern California to demo my products to the regional buyers, which led to building great relationships with them. Today, Whole Foods is one of our biggest retailers—we’re actually stocked in every single store in the United States.

“Knowledge is power. Knowing as much as you can about your financial situation is essential to feeling financially empowered and independent.”

Talk us through your bootstrapping process. How did you self-fund your business? Would you recommend that route to other entrepreneurs?

I really just tried to take things one step at a time, but I also worked quickly once I had a product concept and samples. I started going door to door to get my product out there and to start bringing in revenue as quickly as possible. Finding retail partners like Whole Foods helped me get Cocokind off the ground pretty immediately.

These days, it’s much more common to raise than to bootstrap and I think that either strategy can be effective. It’s really just about what the founder wants and which approach makes more sense for their work style and personality. I personally loved bootstrapping, but I definitely don’t think it’s for everyone.

How did you know the brand was ready to scale and introduce new products?

At Cocokind, we’ve always been big on social media because it makes it easy to build relationships with customers and hear their opinions and feedback. We’re able to use this feedback to decide what our community and what the market, in general, wants.

In the beginning especially, we funded new products by starting with really small batches—that way, we were never taking huge risks with inventory. On top of that, I thought it’d be better to sell out of a product and have a waitlist than it would be to overproduce a product and potentially run the risk of not selling enough of it.

I guess my main point here is that entrepreneurs should always recognize that their product will most likely change to improve, so over-investing in early iterations can be a bad idea.

“I hustled in every way possible. I made full batches of products by myself. I created our first labels on Photoshop instead of hiring a designer.

”

-Priscilla Tsai, CEO and founder of Cocokind

What was your first big expense as a business owner?

Either insurance or inventory!

How did you decide what to pay yourself?

I didn’t! I didn’t pay myself for the first two years of my business, but I was lucky enough to be able to live off of savings during that time.

How did you decide what to pay employees?

Research. I always want my employees to be paid fairly but as competitively as possible.

What are your top three largest expenses every month?

Payroll, inventory, and rent for our office and warehouse.

How much do you spend on office space?

We’ve always tried to spend 4% of our sales or less on rent. We did recently just relocate to a larger office space so we can continue to grow our staff.

How much are you saving? When did you start being able to save some of your income?

It varies. Saving has always been important to me, even more so when I had a regular job, before starting Cocokind. When I was in college, my parents helped me with my tuition and living expenses as long as I sent them an itemized list of all of my expenses every month. That experience helped me learn how to budget and it also taught me that when you know your numbers, you save more.

“Cash is everything. No matter how much profit your company is bringing in, you need to adhere to a tight cash flow model.”

What apps or software are you using for finances?

I actually just use Excel to track all of my expenses. I don’t have a financial advisor at this time.

Do you wish you’d done anything differently in your financial journey as a business owner?

Nope! I’m really proud of Cocokind and how far we’ve come, and I think we’ve always been responsible with capital.

Why should we all be talking about money?

I think everyone should talk about money. Knowledge is power. Knowing as much as you can about your financial situation is essential to feeling financially empowered and independent.

Do you have a financial mentor?

I don’t. But my parents did and do a great job of teaching me strong values when it comes to my finances and how I think about them, and I’m grateful for that.

What is your best piece of financial advice for new entrepreneurs?

Again, knowledge is power! Knowing your numbers and staying on top of them is crucially important to starting and running a sustainable business.

What is the biggest money lesson you've learned since starting Cocokind?

Cash is everything. No matter how much profit your company is bringing in, you need to adhere to a tight cash flow model. It’s something I’m still learning and always trying to improve upon.

Up next: How the Olive & June Founder Created a Sell-Out Polish Line While Being Scrappy

Create & Cultivate 100: Entertainment: Priyanka Chopra Jonas

When it comes to rewriting the rule book, Priyanka Chopra Jonas is the editor in chief.

The actor admits she took a “huge risk” to leave her thriving career behind in India to work in the U.S. and it’s safe to say the leap paid off. Today, the former pageant queen is one of the most successful women in Hollywood but she’s put in nearly two decades of work and hustle to get there. “If you don’t take chances if you don’t push yourself to do things that make you uncomfortable, you never evolve,” she tells Create & Cultivate.

For the next chapter of her rule book, Chopra Jonas has added humanitarian, producer, and a tech investor to her title. She launched her own production company Purple Pebble Pictures in 2015, became a Goodwill Ambassador for UNICEF, and an investor in dating app, Bumble. Let’s not forget that she has starred in more than 50 films and is slated for several major projects this year and next, including a starring role in Amazon's Citadel with Richard Madden.

Ahead, Chopra Jonas shares the story behind her bold move to the U.S. (and why it was the hardest professional decision she’s ever made), her secret to confidence, and how nothing works like hard work.

CREATE & CULTIVATE: So, we read that you originally wanted to be an engineer before your mom secretly entered you in the Miss India contest (which you won) and later the 2000 Miss World contest. How did that experience shape you? What did you learn? And how did that steer you towards your career path today?

PRIYANKA CHOPRA JONAS: It is essentially the foundation of what I would eventually become. I learned to get out of my comfort zone and try new things; that taking risks can yield big returns; that if you want something bad enough and if you work hard, you will succeed. Miss India and Miss World introduced me to the world of entertainment and also to my creative side, which I hadn’t tapped into at that time. It opened my mind to the immense possibilities that the world has on offer. 

“If you don’t take chances, if you don’t push yourself to do things that make you uncomfortable, you never evolve.”

Can you recall the hardest professional decision you’ve ever had to make and how you got through it? What did you learn in the process? Why it’s important to make decisions that aren’t easy?

Every few years I’ve found I am faced with a hard decision that is imperative to make and critical to my career. It comes in waves. The big one I can remember is the decision to work in Hollywood, while still having a thriving and very relevant career in India. In hindsight, I am glad I took the leap and that it paid off, but at the time it was a huge risk. What I learned in the process is that if you don’t take chances, if you don’t push yourself to do things that make you uncomfortable, you never evolve—and for me, evolution is important in my personal and professional life… ultimately it’s what allows you to define your own road.  

You have achieved so much success but that didn’t come without hustle and hard work. What advice would you give to young actors who are hoping to break into Hollywood but are feeling overwhelmed by the competition? What traits do you need to succeed today the way you have? Why?

Understand what makes you unique and special. Work on your strengths. It will give you the courage to go after your dreams and aspirations. In anything you choose to do, there will be many others who have the same idea—the competition so to speak—understand what makes you unique and special and embrace that. 

I understood early that nothing comes easy. Yes, luck and destiny do play a part, but nothing works like hard work. Have a vision for yourself and work as hard as you can to make it happen. Oh, and remember, life is rarely ever a straight road—with the good, there will also be the bad. It is what you do after the good and what you do after failure, how you choose to get up, that defines your life.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I always find that acknowledging the failure and coming to terms with it, helps you move forward—then it doesn’t come back to haunt you or cause self-doubt later. Also, I have always believed in exploring all aspects of my creative self, which is why I am always pushing myself to explore new areas and try my hand at it. I never say I can’t do something until I’ve tried it. In the world, we live in today, and the immense amount of opportunities out there, it’s important to remember that it’s not a single lane of traffic but an eight-lane highway to an endless world of opportunities. 

You always seem so bold and self-assured. Where do you think this confidence stems from? What do you wish you could go back and tell yourself when you were first starting out? Why?

Confidence is self-taught. You’re not born with confidence. It is something you pick up along the way, and it is up to you how much you want to pick up. I am a firm believer that everything you go through in life leads you to the exact spot you need to be, as long as you are involved in shaping it rather than being a bystander and letting things happen. So, there is very little I want to change. I would probably just tell my younger self as I was starting out to breathe. Not every crisis is the end of the world, this too shall pass.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

Create & Cultivate 100: Entertainment: Shay Mitchell

We talk about career shifts a lot at Create & Cultivate because there’s nothing more inspiring than seeing someone push their doubts and fears aside to embark on a completely new path, oftentimes without any previous experience or education. Shay Mitchell is one of those people. While she launched her career as the character Emily Fields on the hit show Pretty Little Liars (or as Peach on season one of Netflix’s new hit show You), that might not be where many of you reading this found out about her. Why? Thanks to Mitchell’s entrepreneurial mindset, she recognized the opportunity on YouTube very early on.

Five years into filming the show, Mitchell started creating videos for her channel across beauty, fashion, fitness, food, and travel. She has now amassed over four million subscribers on the platform—and almost 27 million followers on Instagram—and the popularity of her travel series, SHAYCATION led to the formation of her sell-out travel accessories line, BÉIS. Since it’s 2018 launch, the brand has seen more than 200% growth and is on track to deliver more than $20 million in profitable revenue. Oh, and did we mention that Mitchell recently became a mom too? Yep, she really is a pivot pioneer.

Read on to hear how Mitchell successfully switched lanes from actor to vlogger to entrepreneur and why she believes self-doubt is totally normal.

CREATE & CULTIVATE: Your career launched playing Emily Fields in the television series Pretty Little Liars but it continues to span across so much more than entertainment—your YouTube channel documents fashion, hair, and makeup tips, your favorite food recipes, travels, fitness routines and now your journey as a new mom. How did you make the pivot from actor to creative director and more? What advice do you have for people reading this who want to make a similar pivot in their career but don't know where to start or fear the leap?

SHAY MITCHELL: I’m a super passionate person, and I love to have my hands in as many projects as possible. At the time that I joined YouTube, I was five years into filming Pretty Little Liars and found myself itching to flex my own creative muscle. I was constantly surrounded by super fun, artistic and smart people, and thought it would be fulfilling to create original content with my friends and colleagues. My travel series, SHAYCATION, on YouTube, and my lifelong passion for travel, gave me real-life experience and inspiration for my travel accessories line, BÉIS. I purchased a lot of luggage and travel items over the years, and always felt that I was compromising for either form or function, and would doodle ideas for luggage and accessories that had both all the time.

When the opportunity popped-up for me to start my own brand, I literally jumped at it. To be perfectly honest, I am not one that likes really likes to give advice because I feel like what works for me might not work for others and vice versa. That said, as cheesy as it might sound I would say the principles that I try to live by are to follow my heart, vision, and intuition. If you take no risks, where will you be in three years? Probably still unhappy and stuck. Vulnerability is one of life’s greatest givers of lessons. It’s also okay to fail, so long as you use it as an opportunity for growth and not shutting down.

You launched your travel accessories company BÉIS! and the success has been phenomenal—congrats! What has been the biggest lesson you've learned through launching and expanding your business? What advice do you have for women with small businesses hoping to grow or change their businesses and achieve your success?

It was actually just a little over a year ago that we launched BÉIS! and again, I don’t really like to give advice but would say that authenticity in approach and execution are penultimate. I do things because I feel like I understand there is an opportunity or because I really believe in what I’m doing and think I can do a better job of what is already available. I don't think it is ever smart to do something exclusively for money or clout. You should do it because you really care about what you’re setting out to achieve.

“If you take no risks, where will you be in three years? Probably still unhappy and stuck.”

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

First and foremost, I never view things as failures. If I make a decision and it doesn’t succeed then I feel it’s a learning curve and lesson from which to learn. Finding new paths and switching gears can be challenging, but if we’ve exhausted the roads we are on then the best thing to do is to find another way to forge ahead.

You always seem so bold and self-assured. Where do you think this confidence stems from? What advice do you have for people who are feeling self-doubt and want to have more courage?

That’s so nice to hear, though I will be the first one to admit, as most humans do, that I have self-doubt often. I doubt myself all the time, and I think that is totally normal. No one is ever really sure of themselves 100% of the time. As humans, we have to question ourselves because we care. To me, this is similar as to when people ask me if I'm nervous before an audition. Of course, I’m nervous! If I'm not nervous then it concerns me more because deep down I feel like it means I don’t care that much and that I probably shouldn’t be there in the first place. My “advice” (aye yi yi) would be to embrace the self-doubt. Questioning yourself is an important part of growing as a person and growing a brand—making sure you’re doing the right thing—its also a way to keep your intuition in check.

You've achieved phenomenal success but that didn't come without hard work and determination. What does it take to be successful today? What personality traits do you need in this competitive environment? Why?

The first word that comes to mind is tenacity. Being dedicated. Seeing things through—even when things seem impossible or difficult. Maintaining a positive outlook. Having a strong team and community to depend on.

What’s the biggest challenge you’ve faced during your business and how did you turn it into an opportunity?

I think one of the biggest challenges we faced was during launch when we sold out of six months of supply, of most products, almost immediately. We had invested so much in marketing and brand building and then didn’t have any product to sell. Some would say it’s a good problem to have, and yes, it was great to have early success but the team and I saw the opportunity cost in lost sales and frustrated consumers.

To turn it into an opportunity we decided to be very transparent with consumers and told them what was happening, which in some ways we feel resulted in a more emotional connection with our audience. Being out of stock also created pent up demand and a sense of scarcity which has proven to be a super-strong sales lever for us. We translated that into a strategy for some of our more seasonal and limited-edition styles: “get it while it lasts” if you will.

You have an incredibly busy schedule juggling multiple businesses, acting, and family—What are your productivity hacks to get it all done? What apps or is there a hack you use every day to help keep you organized and on track?

Truthfully, no hacks or apps, just a really steady head and have taken great care to surround myself with passionate people that are experts at what they do to support me along the way. My team is small but mighty, and they can always be counted on to keep me organized and on track.

“Questioning yourself is an important part of growing as a person and growing a brand.”

What is your 2020 vision? What is in store for Shay Mitchell this year? Why?

Nothing radically different, just more, more more! It’s the nature of my personality and the beast.

What is the #1 book you always recommend and why?

The Four Agreements by Don Miguel Ruiz. It’s an amazing read, pertinent to almost everyone and riddled with pertinent lessons we should take to heart.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

Create & Cultivate 100: Content Creator: Rocky Barnes

With over 1.8 million followers, Rocky Barnes knows a thing or two about Instagram. But, believe it or not, the model slash style icon entered the influencer space well before the visually-driven social media platform was a thing. She got her big break back in 2012 when she starred in Justin Beiber’s “Boyfriend” music video and then quickly started gracing the pages of Vogue and Cosmopolitan and becoming the face of brands such as Sam Edelman, Furla, and bare minerals.

But don’t call her an overnight success. Barnes has been hustling for years to get where she is today. As she told us at our Desert Pop Up event in Palm Springs last year, “An overnight success is 10 years in the making.” And she’s put in the work. She launched her eponymous blog, Rocky Barnes, over seven years ago (a.k.a. during the digital stone ages) and has slowly but surely amassing a loyal band of followers. Not only has she partnered with big-name brands like PAIGE, Moët Chandon, and AmEx, but she’s also stepped into the role of designer by launching an exclusive collection with Express last year. And she has plans to make more major moves in 2020—like giving birth, among other things.

Below, Barnes gives us the low-down on starting out when Instagram wasn't even around (in other words, when the influencer space was very different from what it is now), on staying true to herself in order to stand out amongst the competition in a saturated space, and on struggling to draw boundaries around what she does and doesn’t share on social media—especially now that she’s expecting.

CREATE & CULTIVATE: As a model, influencer, and style icon you are always pursuing interesting collaborations. How do you choose what companies to partner with? What makes a successful collaboration?

ROCKY BARNES: There are many different reasons I choose to collaborate with a brand. I, first and foremost, must believe in the brand and the product we are creating. Another important factor is finding a partner who allows you to have input and creative freedom. My most successful partnerships are the ones born from organic relationships where brands that I have been wearing for years approach me to collaborate. 

What is your best social media advice? What can other content creators learn from your success?

I believe a huge part of my success has come from consistency and a strong sense of self. I really try to post based on what I find interesting and beautiful versus trying to get the most likes—not every post has to be about the numbers. It’s about showing people a glimpse of the world through your eyes. Something I am personally trying to improve on is being more vulnerable with my followers. I really appreciate it when people are able to share the good, the bad, and the ugly.

“To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years.”

Did your follower count on social media increase gradually or was there an event that escalated your growth? 

My growth has been slow and steady. I’ve been consistently posting on Instagram and blogging for about seven years! 

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success? 

I always find I get the most attention and movement from personal projects. I am very adamant about always making time for passion projects and not letting sponsored jobs take up all my time. It’s important to stay inspired! 

You started out when Instagram wasn't even around and the influencer space was very different from what it is now. How have you remained unique and true to your voice in what is now a saturated space? How do you continue to differentiate yourself and stand out among the competition?

An important thing I have learned over the years is when to say “no.” It can be hard at first, but having a long term goal in mind versus capitalizing on a short term goal is very important. Stay confident, and don’t be afraid to hold out for your dream clients! 

How do you hope to empower and inspire women through fashion and your modeling career? What advice do you have for those looking to start out in the space today?

I hope that I can inspire other women and demonstrate that hard work really does pay off. To some people, I may look like an overnight success who just popped up out of nowhere, but in reality, I have been busting my ass for the last 10+ years. I worked four jobs out of college and never gave up! I am grateful for the connections I made in the modeling world, and it has been fun seeing my peers grow in the industry next to me! Fashion has been a passion of mine for as long as I can remember, and I feel grateful to be in an industry I love! 

You share much of your life with your followers on Instagram. Most recently, you shared your pregnancy—congratulations! How do you draw boundaries around what you do and don't share? What advice can you share for others? 

The beauty of Instagram is that you truly have control over everything! You can share as much or a little as you like.  I always felt like a picture says a thousand words, but these days it’s hard not to feel like I should be sharing more. I struggle with finding a balance between sharing my life and living in the moment. I am still working that out myself. 

What do you wish you had known when you were first starting out? Why? What about your job do you wish more people knew? What are the biggest misconceptions?

The biggest misconception is that our lives are a permanent vacation. Don’t get me wrong, we do have amazing experiences, but it isn’t always as glamorous as it seems. As is true with the modeling world. Dealing with the modeling world prepped me well for the influencer world. We work all the time, weekends aren’t a thing, and there is no such thing as sick days or paid vacation days. Working for yourself is stressful and scary, but when it hits,  also the most rewarding. 

Being an influencer can be a 24/7 job. What is your content planning process like? How far ahead do you schedule/prepare content? What are some best practices when it comes to creating and planning content?

For me, I like to shoot and post as much in real-time as possible. For sponsored jobs, you usually need to have content approved, so I shoot those ahead of time. Luckily, I work with my husband (he is my manager and photographer) so we have the ability to shoot almost every day.  I try to have a rack of outfits always styled and ready to go to make shooting on the fly easier! 

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

My husband, Matt, is always amazing on days when I struggle with motivation or when I’m feeling overwhelmed. He is so supportive and positive and helps me prioritize and focus when I can’t do it myself. I am also so grateful for the position I am in and always try and remind myself how far I have come! 

What is the #1 book you always recommend? Why?

The Four Agreements by Don Miguel Ruiz. Learning to not take things personally in our industry has helped me more than anything.

Photographer: Jenna Peffley

VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.

Create & Cultivate 100: Food: Wendy Lopez & Jessica Jones

Dietitians Wendy Lopez and Jessica Jones are on a mission to make health and wellness more inclusive, diverse, and accessible.

And it’s a good thing too, because the stats on food insecurity—aka not having enough access to nutritious food to live an active, healthy lifestyle—are staggering. According to Feeding America, more than 40 million people (and 12.5 million children) lived in food insecure houses in 2017. And, unfortunately, increasing access isn’t the only hurdle to ending food insecurity. The cost of groceries and purchasing patterns also play major roles too, according to The New Food Economy.

To help fill the void for healthy recipes made with ingredients that are both accessible and affordable, Lopez and Jones founded Food Heaven in 2011. Fast-forward to 2020, and what started out as a humble YouTube channel is now a full-fledged brand complete with a podcast, multiple cookbooks (28-Day Plant-Powered Health Reboot and A Diabetes Guide to Enjoying Foods of the World), merchandise, and a devoted social following. Proof that all their hard work is truly resonating with people and paying it forward.

Below, we chat with Lopez and Jones about what it’s like being at the helm of an influential mega-brand with a BFF slash business partner, why they encourage people to eat for nutrition and enjoyment (sans guilt), and how they built a successful business without losing their friendship in the process.

CREATE & CULTIVATE: Food Heaven has grown from a blog into a mega-brand—was this always part of the vision? How do you stay on top of all of those projects?

WENDY LOPEZ & JESSICA JONES: Not at all. We started as a creative outlet with no business aspirations. After about three years of making food and nutrition content with no real plan, we decided we wanted to try selling a product. The first items we ever sold were black shirts that read "kale & spinach & collards & chard" in white text. I remember being so excited when we sold our first tee. We decided to use all of the revenue we earned to create a more professional website and invest back in the business. After we sold out of shirts, we started creating different products and experiences (digital downloads, books, retreats) and then began working as dietitian-spokespeople for a bunch of different food and nutrition brands.

Your mission is to increase access to health and wellness and to allow black people to see their bodies and their needs reflected in conversations about wellness. What are some of the ways in which you are connecting and following through with this MO? What impact have you seen this have on the community already? How has it resonated with audiences? 

We've had so many people of color—particularly black women—tell us that they thought nutrition and healthy eating was for white people, but once they discovered our platform, they realized it was for them too. We think it's really important to not make wellness a one dimensional, one size fits all conversation. Our motto is that we all have the power to define what wellness looks like for us, and for most people, it's going to be a lot different than what we see on Instagram. What's more, we don't all have to be pursuing weight loss or be a size 2 to be healthy. Research shows that our behaviors play a bigger role than our weight when it comes to health. Our audience members often feel both seen, accepted and relieved that we talk about health and wellness in a complex and comprehensive way that doesn't involve restriction or guilt.

You were best friends before you launched Food Heaven. What is it like to work with your friend? How do you build a business with a friend and not lose your friendship in the process? What are some boundaries you've set? 

Having a business partner is legit like being in a relationship. Add being BFFs to the equation and, to quote “Basketball Wives,” it can go "real right or real wrong." For us, we lucked out when it came to working with a friend. We both have pretty chill personalities so over the last several years there haven't been any major conflicts of blow-ups. That's not to say that there haven’t been disagreements, hurt feelings or differences of opinion. At this point, we do a pretty good job of telling the other when one person is upset or unhappy with something. I think we've also gotten good at reading each other and knowing when we have reached our threshold or are starting to get annoyed (ha!). The good part about having a business partner is there is always someone to help with the load. Especially if one of us is going through a hard time - i.e. a breakup or loss. Having said that, there isn't always a clear distinction between a friend relationship vs business relationship. They both overlap all of the time. We try to maintain our friendship outside of the business by talking daily and going on fun trips.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

We are the queens of pivoting. If an idea or aspect of our business is not working, we have absolutely no issue slashing it and moving on to something else. We have to make sure that the work that we are doing is enjoyable, helpful and profitable. One thing that helps us evaluate this is by having quarterly meetings where we discuss "what's working, what's kinda working, and what's not working". Taking the time to look at the big picture is crucial for ensuring longevity and success. 

“We’ve had so many people of color—particularly black women—tell us that they thought nutrition and healthy eating was for white people, but once they discovered our platform, they realized it was for them too.”

Today's diet culture is constantly skewing people's relationship with food—how do you cut through the noise and encourage people to enjoy their food and eat for nutrition without the guilt?

We are big advocates of helping people tune out the noise and tune in to their bodies. For the most part, our bodies do an excellent job of letting us know what we need without us having to micromanage our food intake. We love to help people bring satisfaction and joy back into the eating experience. Our podcast is our favorite platform teaching people concrete tools for becoming more connected with themselves. If someone wants to get started with tuning out diet culture, one place to start is unfollowing any social media accounts that make you feel bad about yourself or provide a one-dimensional portrayal of health and wellness that isn't realistic for you.

You have seen incredible success so far—what advice do you have for other entrepreneurs at the beginning of their journey? How can they achieve the same success you've experienced?

As entrepreneurs, I think it's easy to fall into the comparison trap because there are so many examples of success on display. I have found it useful to disconnect a bit from what everyone else is doing. It's important to create a path to success that reflects your own passions and goals. Taking on this approach has allowed for my own creativity to flourish. I also think that as entrepreneurs, we strive for perfection when starting out because so much is on the line. In my experience, the perfectionist mentality has been very paralyzing because it limits the amount of growth you can have with your business. Once I embraced progress over perfection, I adapted much better to the ever-evolving nature of our business and as a result, we've been able to take our business to the next level.

With success comes opportunity but that also means you have your hands full—what keeps you inspired and motivated to keep going even on your most challenging days?

Our community keeps us motivated and inspired. They're constantly sending us words of affirmation and gratitude for the work we're doing, and that really helps us continue creating and grinding. We want all people to feel seen and represented in wellness, and our platform has been able to provide a space where all bodies are celebrated.

The wellness industry has seen a massive boom in recent years. How are able to stay unique in such a saturated industry? How do you cut through the noise and ensure your voices are heard and you access the audience you're targeting?

We're registered dietitians, and so all of the information we provide is evidenced-based. Unfortunately, the wellness industry has become saturated with people giving out recommendations that are not based on any science or research. Oftentimes these recommendations are based on personal experience and don't take into account an individual's health history, socio-economic status, culture, and personal preferences. We take on an individualized approach to health. Everyone's wellness journey is different, and that should be celebrated. Instead of trying to look like someone else or live their lifestyle, we should support people in creating a lifestyle that works for them. 

“Having a business partner is legit like being in a relationship. Add being BFFs to the equation and, to quote ‘Basketball Wives,’ it can go ‘real right or real wrong.”

What is your best nutrition advice for those of us who want to eat better and take care of ourselves? How can we be healthier on a busy schedule?

Same advice for entrepreneurs applies here! Progress over perfection. Identify 2-3 things you want to work on, and create practical steps that you can do consistently over time to help get you there. Perhaps you add 2 cups of vegetables to your daily intake, get 8 hours of sleep, drink at least 5 cups of water a day, or move your body in the morning. These things may not sound like much, but it's really the small habits that add up over time. Doing a complete overhaul with your meals or fitness routine may not be realistic for you long term. This doesn't mean that you should ditch it all completely. Focus on what you're able to do at this very moment.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

There have been so many mistakes. I think one of the biggest ones was thinking that I could do it all myself because I was afraid of delegating tasks. I quickly learned that this was a fast path to burnout. I've been much better now at releasing control, and trusting that other people can handle things within our business. They may even be able to do it way better than I can! Since taking on this approach, I feel much more at ease and have been able to direct my energy to growing the business.

What is the #1 book you always recommend? Why?

Health at Every Size by Linda Bacon is a great starting guide to understanding our approach to food, nutrition, and wellness! Linda dives deep into the research surrounding weight science and addresses the history behind some of the prevalent wellness trends we see now.

VIEW THE FULL CREATE & CULTIVATE 100 FOOD LIST HERE.

Create & Cultivate 100: Food: Aishwarya S. Iyer

It’s been hailed as the most Instagrammable olive oil on the market but Brightland is so much more than just pretty packaging—it looks as good as it tastes. While producing top-quality olive oil was a priority for Iyer, so was the design. The white powder-coated bottles (designed by the Charleston-based graphic design firm Stitch Design) are essentially a free form of marketing with people choosing to share them on social media and displaying them on their open shelves at home. They’re also UV protected to ensure the oil stays fresh.

Good branding aside, however, they’re also filled with small-batch, hand-crafted extra virgin olive oil by California farmers on a single-estate farm. Now, that’s smart. But here’s the twist, Iyer’s background isn’t in the food industry. Her early years were spent at tech startups in New York. It wasn’t until she started researching olive oil companies in the U.S. (after a bout of stomach issues with the current brands) that she realized the industry was ripe for disruption, so she filled the gap.

Ahead, Iyer shares how she moved past the fear to start her own business, her strategies for shutting out the “inner critic,” and the secret to staying inspired and motivated on her most challenging days.

CREATE & CULTIVATE: You worked in public affairs at a finance startup called SecondMarket before working at ff Venture Capital. How did you make the pivot from the corporate world into entrepreneurship? How did you move past the fear to take the leap and start your own business? What was it like making the transition from tech to food?

AISHWARYA S. IYER: I’ve always broken barriers and was never afraid of life transitions. I went to college in Texas before transferring to NYU just because I wanted to be bold and experience the change of pace. While at NYU, I studied at the Gallatin School of Individualized Study, where you create your major from scratch. You are empowered to shape your own time at school as you see fit. When I began my career, I took with me this ethos of being bold and when I decided to launch Brightland, it gave me that same feeling of breaking through—there are not many women, let alone South Asian Americans, who are in the olive oil world, and I knew taking the risk and pursuing an entrepreneurial path in the food world was my purpose.

What drew you to olive oil? And why did you want to start your own olive oil company?

When my partner and I started cooking together years ago, we started getting a little nauseous after eating our home-cooked meals. After cutting out almost everything else to try and solve the problem, we were left with one constant—our olive oil. After discovering that most of the olive oil that Americans consume is rotten, rancid, and adulterated, I knew I needed to do something about it. Olive oil has been a foundation of wellness and nourishment for thousands of years. After moving to California a few years ago, it was time to start Brightland and champion American-made, beautiful, and elevated extra virgin olive oil.

“Shutting off my ‘inner critic’ has been an enormous challenge for me during every step of my career, and one that I still have to tackle every day.”

What were some of the early challenges you faced? What surprised you the most about being an entrepreneur that you didn't expect?

Life moves much faster in 2019 than it ever has and our attention span is much shorter than ever before. The week before launch, we found out the labels we were planning to use were actually defective, and we ended up on a wild goose chase to sort it out at the last minute. We ended up with an even better solution but sometimes it feels like we have to race before rest.

What's the most important thing you've learned in making a big change in your career/life?

I’ve learned to really lean into my discomfort. There will always be unanswered questions and many, many problems that need to be solved (plus, so many more that pop up every day).

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Shutting off my "inner critic" has been an enormous challenge for me during every step of my career, and one that I still have to tackle every day. We all have an inner critic based on our past experiences and feedback that affects the way we view ourselves, make decisions, and sometimes sabotages our natural power. Over the past few years, I have done quite a bit of mental, emotional, and spiritual work in order to create space from my inner critic, helping me to unleash my own powerful qualities.

How did you maintain the confidence to successfully transition from the world of tech to the world of food?

Honestly, just putting my head down and doing the hard work. It has also helped me to apply lessons from my years at early-stage startups—be nimble, be adaptable to change, be resilient—and apply those lessons to building my company.

What are some mistakes you made along the way that ended up helping your success?

I would have never guessed 10 years ago that I would be where I am today. What has made me more flexible and, ultimately, better at my job, is admitting when I don’t have all the answers, having confidence in my path even though it’s trajectory has been anything but straight-and-narrow, and not attempting to predict the future. One step at a time is always the best way.

What advice do you have for women who haven’t found their path/passion yet? What steps can they take to get there?

Remember that all you need to do is take one step forward at a time—that will get you through any day.

The food industry is vast and incredibly saturated? How do you remain unique and find a white space? What is the secret to standing out?

The key to standing out is staying authentic to yourself. I broke into the crowded food space because I know that consumers deserve high-quality, honest, traceable olive oil made in the U.S. We all deserve to know where our food is coming from and who is making it from start to finish.

“I’ve learned to really lean into my discomfort. There will always be unanswered questions and many, many problems that need to be solved.”

With success comes opportunity but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I really try to focus on living a life of joy which for me means always living with gratitude, being comfortable with discomfort, and finding charm in the tiniest of things. Remembering mortality helps me too—our time here on Earth is short, let’s make the most of it.

What is the #1 book you always recommend? Why?

Embracing Your Inner Critic by Hal and Sidra Stone. It changed my life by helping me to overcome my own inner critic.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FOOD LIST HERE.

Create & Cultivate 100: Entrepreneur: Joanna Gaines

Long before Joanna Gaines was the star of the hit HGTV show, Fixer Upper, she was trying (and failing) as a designer. In fact, she tells us there were many times she didn’t get the design right in the beginning but did that stop her? No chance. The determined mother of five used it as fuel. of course. She kept practicing and honing her skills, discovering her own style and aesthetic along the way.

Cut to today, and Gaines along with her husband, Chip has built an impressive empire with her Magnolia brand that includes the Magnolia Journal, Magnolia Home furniture line, and Hearth & Hand Target collaboration. Oh, and did we mention she is also a best-selling author with Homebody, Magnolia Table Cookbook, We Are the Gardeners and more books to her name. Gaines is proof that practice really does make perfect (or should we say progress because we know there’s no such thing as perfection).

Now, whether it’s selecting the product for a new collection or a magazine design, Gaines tells us she’s still operating from her gut and relying on her instincts to lead the way. Read on to hear more from this inspiring visionary and hear first-hand how she built a successful brand, how she handles failure, and her advice for entrepreneurs starting out today.

CREATE & CULTIVATE: Between writing best-selling books and a magazine, managing Magnolia Market, designing a best-selling Target line, and raising five children, you already have a lot on your plate but now you're gearing up to launch a brand-new cooking show—Congrats!—But we need to know, what is your secret to getting it all done? What are your top productivity hacks? Tell us everything!

JOANNA GAINES: I’d start off by saying that I genuinely love the work that I get to do every day. There’s just something about designing and problem-solving that I enjoy so much, whether it’s a story for the magazine or renovating an old house. And my family and my kids, they are my joy—they make home the greatest place on earth for me. I would never pretend that I’ve found the secret to balancing it all, but I think that because my family and my work are the very things that ground me and push me, they drive who I am and what I’m most passionate about, it really feels like a privilege to wake up every day and give both everything I’ve got.

When it comes to the business, I have an amazing team that helps me carry every project we tackle. Chip is my biggest supporter, he helps me see the vision and the ‘why’ to a lot of what we’re doing, and then our team really gets behind our dreams and helps us get every one of those projects across the finish line. It’s taken years of fine-tuning my schedule to make space for both our family and our work. Every season is different, but I have learned that I have to fight for what I want in terms of my schedule so I don’t fall into the rut of just being busy. Right now, I spend two days at home and three days in the office. When I’m home, I’m focusing my time on things that really ground me—whether it’s playing with the kids, meal prepping, doing things around the house, or working in the garden—so that the next day when I go back to the office, I feel filled up and ready to get to work.

All that to say, maybe one of the secrets to being productive is first being passionate about what’s in front of you, and being able to give yourself grace in those inevitable hard moments. I think a steady diet of both passion and grace makes all the details of work, home and family feel like a gift rather than an insurmountable to-do list.

“I think a steady diet of both passion and grace makes all the details of work, home, and family feel like a gift rather than an insurmountable to-do list.”

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

When I look back on my life, at the intersections of things gone bad, money lost, or a project failed, each one of those circumstances gave me the space and permission to pause and evaluate where I was heading, and oftentimes it has even redirected me to a better next step. That's not to discount the hurt or frustration that comes with hitting a roadblock, but I think the big difference is looking at those bumps in our lives as opportunities to move towards the right thing, rather than roadblocks.

Not only that, but I think this all hinges on how you define success. I’ve learned that what matters more to me is finding the thing I was built for and living out who I was created to be. If spending a season on an unplanned path or in the trenches leads me closer to those things, then hurdles and bumps in the road are well worth it to me.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—For those reading this and considering the pivot, what is the reality of being an entrepreneur today? How hard is it? What are some of the challenges? What did it take for you to get to your level of success now?

When I was young, I used to think to be an entrepreneur meant setting your own schedule, making a lot of money, and being your own boss. I should have known that seemed way too good (and easy) to be true. When it’s your business, you pour so many hours, emotions, and hard-earned money into the equation—it’s hard work. But I’ve also found it to be the most rewarding work. I remember the years I spent working with my dad when I was younger, watching him run his tire shop here in Waco. At the time, I never thought about the weight he carried running his own business. I remember him always being the first one there and the last one to leave. He was the hardest worker at that business because it was his. That’s when I first learned the importance of assembling a great team around you because you can’t do it all by yourself.

There are things I did when we first started Magnolia that I just don’t have the capacity to do now. Even though some of it was my favorite work, I had to learn how to loosen the reins. But I’ve realized that when I let other people step in and help, it not only gives me the space to evolve and try something new, it also gives them the opportunity to rise to the challenge and flourish. If I continued to do everything myself, there'd be no room for growth for any of us.

A huge part of your success lies in the edit. Every product is thoughtfully designed and curated with the Gaines seal of approval—Where did you hone your eye? Where do you seek your inspiration? What advice can you share for others reading this who want to cultivate their own design style but don't know where to start?

I tend to operate from my gut, and maybe that’s because it’s the only way I know how. When Chip and I started renovating homes together, I'd walk through a house and, in my mind, could easily imagine walls removed and rooms brought to life in a new way. Of course, there were many times when I didn’t get the design right, especially at the beginning. But the more and more I practiced and worked on these homes, the more I honed those skills and discovered my own style and aesthetic. And now, whether it’s selecting product for a new collection at the market or magazine design, I’m still operating from my gut and trying to uncover the unique story we can tell with what’s in front of us.

The advice I’d give to people wanting to cultivate a personal design style is to follow your instincts. Keep learning what you love, what you don’t love, and be willing to try and fail. Despite what some may think, design is not rocket science. It’s all about trial and error. If you give yourself the freedom to mess up, eventually you will figure out what works for you. Design is always evolving and pushing the boundaries, so stay curious, be willing to try something new, and trust your instincts.

“Before you begin building your business, dig in and get back to the core of who you are in your gut and your soul.”

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why?

I believe that our instincts are the strongest power we have, and it’s so important to stay attuned to them. Before you begin building your business, my advice would be to do dig in and get back to the core of who you are in your gut and your soul. The world and all its noise can easily crowd our intentions and passion, so it may take removing all the false filters in your mind, whether it’s coming from social media, voices from the past (or your own critical voice) or other people’s expectations that have been placed on you.

Go on a retreat, journal regularly, talk to a counselor or friends you trust—whatever you need to do, do it. This kind of emotional maintenance is so important to do on a regular basis. Remove all the layers that have piled up over the years that have told you what you’re not good at, who you should or shouldn’t be, and rediscover who you truly are and what you were made to do in this season. Then go from there and get after it!

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 ENTREPRENEUR LIST HERE.

Create & Cultivate 100: Entertainment: Marie Kondo

Marie Kondo is officially a household name, which is fitting considering the tidying expert’s rise to fame is all thanks to her trademarked home organization philosophy.

The New York Times bestselling author of The Life-Changing Magic of Tidying Up and, more recently, the star of the hit Netflix show “Tidying Up With Marie Kondo” is such a sensation that her name is frequently used as a verb (as in, How to Marie Kondo Your Desk) and her nickname, KonMari, is a trademarked tidying method.

Ahead, Kondo opens up to Create & Cultivate about starting her first business when she was just a 19-year-old student, waking up every morning at 2 am to write the first draft of The Life-Changing Magic of Tidying Up, and learning to slow down in order to mindfully reflect on her (many) accomplishments.

CREATE & CULTIVATE: You have helped people all over the world "spark joy." What does sparking joy mean to you? Why do you think this concept has resonated so much with people?

MARIE  KONDO: I believe the concept of sparking joy resonates with so many people because it’s about assessing what’s truly important to you. It’s about understanding your values and what your ideal life is. 

You started your first business when you were just a 19-year-old student—and organization is a very competitive market—why do you think your business has been so successful?

The KonMari Method is about tidying up in a way that will spark joy in your life and change it forever. Organizing and decluttering are not the end goals—they are steps you take along the way. 

You are a New York Times bestselling author and, more recently, the star of Netflix hit show “Tidying Up With Marie Kondo.” What inspired the decision to move to the entertainment space and bring your brand to TV? What has the response been like?

After witnessing the response to my book in the United States, I wanted to share the joy of tidying with more people. I’m thrilled—and deeply grateful—that people around the world have connected with the show. What surprised me the most was the speed at which people put the KonMari Method into action—folding their clothes and joy-checking their belongings! It all happened so fast.

“Investing time in work that excites you will help you acquire skills that will distinguish you from others.”

You are new to the world of entertainment—what have you learned in the process of making your show? What advice can you share for others who are interested in turning their books into TV?

A little known fact is that “Tidying Up With Marie Kondo” was not my first foray into entertainment. Back in Japan, I often appeared on late-night television shows as a tidying expert! My advice is to surround yourself with people who believe in what sparks joy for you.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

For me, everything goes back to tidying. By physically organizing the environment around you, your mind is cleared. Being aware of what you have in your life—and where you are placing everything—allows you to understand the thoughts and emotions you’re carrying with you. When your home is tidied, you are better equipped to handle bumps in the road and the emotions that come with them calmly.

You're now building an empire around your books. What advice can you share for aspiring authors out there? How long did it take you to get your first book published? What was the process like?

When I was writing The Life-Changing Magic of Tidying Up, I would wake up at 2 am, write until 7 am, and then focus on my tidying lessons. It was a labor of love! I didn’t know the first thing about publishing a book, so I entered a publishing training course and won first prize with my book proposal. I was very fortunate that one of the judges believed in my work and became my editor. To aspiring authors out there, I’d say to believe wholeheartedly in your work and do what brings you joy. 

What are some of the biggest lessons you’ve learned throughout your career and what have they taught you?

After the success of The Life-Changing Magic of Tidying Up, I became so focused on work that I took a long time to respond to texts or emails from my family or would forget to send thank you messages when someone did something thoughtful for me. My father reminded me that when you receive recognition for what you’ve accomplished, it’s not only a reflection of your own efforts but also of the people who have supported you along the way. I’ve learned to always cherish my foundation and where I came from. 

What traits do you need to succeed as an entrepreneur or founder in the competitive start-up environment? Why?

Trust in your own sense of what sparks joy for you. Above all, work on something you are passionate about with concentration and dedication. Investing time in work that excites you will help you acquire skills that will distinguish you from others. 

“Surround yourself with people who believe in what sparks joy for you.”

You've had incredible success bringing the KonMari Method to the masses both as a book and a TV series. What's next for your brand? How do you hope to grow?

My first children’s book, Kiki & Jax: The Life-Changing Magic of Friendship, came out in November 2019; and this spring I’m publishing Joy at Work, which is about applying the KonMari Method to your career. We’re also launching the Spark Joy Shop, a collection of items that I use in my everyday life and that spark joy for me. My hope with each of these projects is to inspire others to make room in their lives for things that spark joy.

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

The time that I get to spend with my family.

What is the #1 book you always recommend (besides your own!)? Why?
Big Magic by Elizabeth Gilbert. Elizabeth’s approach to work and life celebrates many of the same values as the KonMari Method. I admire her vulnerable path to self-discovery.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

Create & Cultivate 100: Beauty: Franchelli Rodriguez

Franchelli Rodriguez, a.k.a. @chelliscurls is using her platform to empower women to unapologetically rock their natural hair.

To date, the New York-based beauty influencer has gained over 368k followers on Instagram and 93k subscribers on YouTube, due in part to informative posts filled with helpful info for transitioning to the no-heat lifestyle—a journey she undertook herself. And leading haircare brands like OGX have taken notice. Rodriguez partnered with the haircare line to become their resident OGXpert showing how to achieve stylish curly hairstyles using their products.

In our interview, Rodriguez outlines her hopes to create content that inspires viewers to embrace their own individual beauty, what she wishes her younger self knew when she was first starting out in the beauty industry, and what motivates her to get through even the toughest days.

CREATE & CULTIVATE: You really helped to launch the natural hair movement. How do you hope that your content inspires viewers to embrace their own individual beauty? Why is this visibility important?

FRANCHELLI RODRIGUEZ: It’s honestly such an honor to be a part of the natural hair community as a Latina woman. Growing up, I never saw anyone who looked like me or had my natural hair. Everyone’s hair was always straight and that was always labeled as “beautiful.” Fast-forward to now, where I fully embrace my crown of curls. I hope that, through my content, I can inspire women and men to love, care, and rock their natural texture unapologetically. This is so important to me because it’s not something I saw growing up as a kid, not even a teenager. I want my 7-year-old niece to always know that you don’t have to straighten your hair to be beautiful. Your curls are your crown.

What do you wish your younger self knew when you were first starting out in the beauty industry? Why? What message do you hope others are receiving from your work?

Wow. That’s a really great question. I wish my younger self knew that it was okay to be real and raw. Oftentimes, we see the highlights of everyone’s life on social media and all of their accomplishments but not everyone sees the struggle it took to get there. I wish I would’ve been more transparent from day one because I feel like now it would be much easier. I still struggle to show the “not so happy” moments of my life in fear of being judged, but by doing so, people could relate and actually get to know me a little bit deeper. I hope that through my work people could learn to love themselves in every stage that they're in and to always put God first. I am a strong believer in that.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

We all have those off days or days that things just don’t go as planned. When those days come, I simply take a moment to just chill. Relax my mind, pamper myself perhaps for a day, and reprioritize. I also love listening to podcasts and audiobooks, which help clear my mind and set new goals for that week or month.

“Growing up, I never saw anyone who looked like me or had my natural hair. Everyone’s hair was always straight and that was always labeled as ‘beautiful.’”

You've really inspired a lot of change in the industry and innovation. What changes do you hope to see in the beauty industry in the future? Why? What more needs to be done?

Thank you, that’s honestly such an honor. The beauty industry has evolved tremendously in these last few years and I am so happy, grateful and honored to be a part of that! However, I would love to see more Latina entrepreneurs, women who look like me, representing us. I would love for every little girl, no matter her race, hair type, or skin color to have someone they can look up to and say, “Wow, she looks like me. I can do it too.” I do believe that the beauty industry is heading in the right direction and I would love to continue to be a part of this movement.

Talk us through your partnership with OGX hair care and the content you are creating together? Why has this collaboration been so successful? What tips can you share to achieve the perfect partnership?

OGX products have always been in my collection, even back in my transitioning days. I found myself constantly repurchasing their conditioners and curling cream throughout these last few years. Fast forward to now, having such a successful partnership has literally been a dream come true. Not only do their products work for everyone and they are super affordable and accessible but they also have an amazing team! Their team is super supportive and always allows me to be honest, creative and have fun with my content. When a brand is able to trust you enough to have fun with your content and be creative, everything is just so much fun and it shows in the content you create. This to me is the definition of a perfect partnership! I truly love my OGX fam! 

With success comes opportunity, which also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

In all honesty, my supporters keep me motivated. I know it sounds a bit cliché, but it’s the truth. Whenever I’m having an off day where I don’t want to film or I don’t want to post a video, I get the sweetest messages from my supporters encouraging me to continue posting helpful content and to always keep pushing through. I also have a strong support team at home who are always motivating me to be the best version of myself.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

A mistake I made was, unfortunately, choosing the wrong manager. At the time, I desperately wanted to be managed and impulsively made the wrong business choice. However, through that experience, I learned to trust the process. After making the tough decision to let that manager go and manage myself again, I came across my new manager who has honestly changed my life. Not only is she my manager, but I also see her as a mentor. With that being said, it’s okay to make mistakes because there’s always a light at the end of the tunnel.

The beauty industry is a saturated and competitive one. How do you set yourself apart from other major players in the industry? How do you stay unique and offer a point of difference?

The beauty industry is definitely competitive. I set myself apart from others by just simply being myself and allowing others to see right through me. I also talk about my faith a lot because that’s a big part of who I am and I think that brings a uniqueness.

What advice do you have for other young women reading this who want to embark on a similar career journey as yours?

The advice I have, and will always share, is to just do it! Don’t overthink it, don’t wait around for the perfect time, just go for it! Whatever it is you want to do, go for it. No one starts off with everything already “perfect” and put together. It’s a journey and a process and that’s what makes your journey unique and different from others. Also, don’t be afraid to be yourself and never compare others success with yours. We all work and grow at our own pace so don’t let anyone distract you from that.

“Don’t overthink it, don’t wait around for the perfect time, just go for it! Whatever it is you want to do, go for it. ”

How do you define beauty? What makes you feel beautiful?

Beauty to me is who you are! In my eyes, beauty is not always about the exterior but also the interior. Although of course there are things we do to ourselves that make us feel beautiful! I, for example, love a fresh wash and go and love doing my makeup. That always makes me feel beautiful!

What is the #1 book you always recommend? Why?

The #1 book I always recommend is the Bible! The Bible covers everything we could ever ask for. I know not everyone is a believer, but I do believe that there is a message in the Bible out there for everyone. No matter your situation or circumstance, read the Bible and you will find comfort and even answers!

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Entertainment: Nicole Richie

Over the past two decades, Nicole Richie has cemented her status not only as an influential style icon but as a forward-thinking entrepreneur in the fashion industry.

As the founder and creative director of House of Harlow 1960, Richie has expanded the brand beyond its original jewelry offering to include apparel, shoes, handbags, and more, positioning it as a prolific lifestyle brand. In an interview with Second Life, Richie revealed that the brand has maintained a 30% year-over-year growth increase since 2016 and is one of the top 10 best-selling brands at mega online retailer Revolve.

Of course, before Richie launched House of Harlow 1960, she was best known for her role on the 2003 reality television show “The Simple Life.” Ahead, Richie reveals how she successfully made the career transition from reality television star to serious fashion designer, including the #1 piece of advice she has for anyone hoping to break into Hollywood, and the biggest lessons she’s learned from building her brand.

CREATE & CULTIVATE: You launched your company House of Harlow 1960 over 10 years ago, and it has since grown from a jewelry company to encompass apparel, accessories, and lifestyle products. What’s the biggest lesson you've learned by expanding your business?

NICOLE RICHIE: This isn’t a lesson per se, but every challenge I have come across while building my business has been valuable. 

You've successfully made the pivot from reality star to creative director of a fashion label to an actor (and more). What advice do you have for people reading this who want to make a similar pivot in their career but don't know where to start or fear the leap?

When you love something, you find time and space to honor that part of you.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Take the time to step back. Listen to your intuition. Don’t be afraid to ask for help. 

“Invest in anything that you feel helps define you and your brand.”

You're a modern multi-hyphenate. What advice do you have for others reading this who don't have their eyes on one set career path? How do they go about it?

It’s not only enjoyable but it’s necessary for us to honor all sides of ourselves. Do it for yourself first because you love it, and then see if you want to make a career out of it. 

You've been very smart and savvy with your business and it's been incredibly profitable. Which is the most important area for business owners to focus their financial energy? Why?

There are endless options for where to focus your financial energy. Invest in anything that you feel helps define you and your brand. 

You always seem so bold and self-assured—where do you think this confidence stems from? What advice do you have for people who are feeling self-doubt and want to have more courage?

I do not always feel confident, and that’s okay. Lean into the fear of believing in yourself and your work.

You've achieved phenomenal success but that didn't come without hard work and determination. What’s the biggest challenge you’ve faced and how did you turn it into an opportunity?  

Our challenges can be the best gifts. Lean into them!

Even though you’re a pro, sometimes things don’t always go as planned. How do you work around the worst-case-scenario when it comes true? Can you recall a mistake you made in your career? How did you handle it and turn it into an opportunity? 

I’m the most confident in the areas I have made mistakes in. I’m the type of person who has to do things a few times and realize it’s not working in order to be confident in the way I want to do it. It’s a process. Like I said, challenges are here for us. 

You have an incredibly busy schedule juggling multiple businesses, acting, and raising a family. What are your productivity hacks for getting it all done?

My key to getting it all done is accepting that I cannot get it all done. I do what I can. Balance is a priority for me. I can procrastinate and get behind on work with the best of them. I love working and spending time with my family is just as important, so I do what I can within those boundaries. 

You've achieved phenomenal success but that didn't come without hard work and determination. What are some of the biggest lessons you’ve learned in building your brand? 

Hold on to your DNA. Your signature. It’s not easy. It’s a constant challenge. You have to almost be aggressive about it.  

“My key to getting it all done is accepting that I cannot get it all done. I do what I can.”

What traits do you need to succeed as an entrepreneur or a founder in the competitive start-up environment of today? Why? What do you think set you apart from the competition? Why? 

You need to be knowledgeable in all areas of your business. Having help is necessary, of course, but no one will be able to shape your brand like you.  

What advice would you give to young actors who are hoping to break into Hollywood but are feeling overwhelmed by the competition?

Have confidence in your individuality. You are an original. Don’t forget it. 

 Success is such a broad term and it means something different to everyone. How do you define success? What does being successful mean to you?

Success to me is living in creativity and balance. 

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.



Create & Cultivate 100: Beauty: Priscilla Ono

If there’s one person whose job title instantly incites pangs of envy, it’s Priscilla Ono. As a global makeup artist for Fenty Beauty, Ono works with one of the most innovative partners in beauty, Rihanna, at one of the top brands in the industry.

And, as if that wasn’t enough, Ono has also developed her own makeup course, drawing on her experience working at Sephora and Fenty Beauty, and she’s created a plus-size clothing line in collaboration with Eloquii. (Honestly, when does she sleep?)

Here, Ono tells C&C what it’s like to work with Rihana at one of the fastest-growing beauty brands on the market, her mission to create “beauty for all,” and the beloved books every aspiring makeup artist should invest in, stat. 

CREATE & CULTIVATE: You are a global makeup artist for Fenty Beauty. How has your professional background prepared you for this defining moment in your career? Can you tell us about your role and what a day in the life looks like?

PRISCILLA ONO: I think it was more of my personal background story that prepared me most to be a Fenty Beauty global makeup artist, rather than a particular professional moment. I started out in the beauty world doing makeup on the set of music videos with my (now) husband, which ultimately led me to assist a makeup artist who was scheduled to work for Rihanna’s “S&M” music video. I ended up doing the makeup on set and when Rihanna saw me she was incredibly complimentary and ultimately asked me to be an extra in the video! That’s how we first met. 

Being raised by first-generation Mexican immigrants in L.A., “makeup artist” wasn’t necessarily the most obvious (or approved) career choice—they had wanted me to go into the medical or law fields. But I followed my passion and always pushed myself to be the best and work with the best—to make my grandmother proud. Hard work was always instilled in me growing up. My grandparents would say, “You have to work extra hard because you are Latina, and people won’t always give you the chance. You’ll have to prove yourself more.” So, I’ve always had tunnel vision when it comes to my work—I wouldn’t let any negativity or discrimination hold me back. I’ve always wanted to let my work speak for itself. Believing in myself, working hard, and celebrating diversity is what prepared me best for this position—especially because it’s something that Rihanna and Fenty Beauty also so strongly believe in.

One of the things I love about being a Fenty Beauty global makeup artist is that it’s definitely an eclectic role. No day is really the same as the next. I get to travel the world representing Fenty Beauty—educating cast members at our retail partners, contributing to product development, shooting videos for social media and campaigns, attending press events, or doing Rihanna’s makeup for a red carpet. I love that one week I’ll be in Asia for a Beauty Talk class with Rihanna and the next I’ll be in San Francisco in the office testing out new products and finessing shades. It’s always exciting and new with Rihanna.

What is it like to work with one of the most innovative beauty partners, Rihanna? What have you learned from her since working at Fenty Beauty? What is her greatest piece of advice?

Rihanna is such a fearless leader and it’s incredibly rewarding and inspiring to work for her. She’s a secret makeup artist in her own right, with such unique perspectives on beauty and how to create looks and accentuate features. I love that she believes in “beauty for all” and that makeup should be there for people to have fun with and to express themselves. She really celebrates everyone with her makeup line and I love that. It really resonates with me. She is so creative and free, she is like a chameleon and can pull off so many looks. Her fearlessness and confidence are so refreshing and the best advice she could offer.

“I’ve always had tunnel vision when it comes to my work—I wouldn’t let any negativity or discrimination hold me back.”

The beauty industry has changed so much, even in the last year, and Fenty Beauty is really leading the charge. What are your hopes for the beauty industry in the future? Where would you like to see change? And how are you influencing that at Fenty Beauty?

I think Fenty Beauty has started a great new chapter when it comes to representation in beauty. It’s amazing to be a part of the movement that’s prompting so many brands to showcase all the different skin tones and features so that everyone can feel included. We definitely make sure that’s at the forefront of all that we do at Fenty Beauty—whether it’s creating universal shades, or offering formulas that work for different skin types, or creating video tutorials on a variety of skin tones. I hope the industry just continues to build on this momentum.

I hope that the industry also continues to innovate in the future—I would love to see products that allow you to do fewer steps because time is precious!

What do you wish your younger self knew when you were first starting out in the beauty industry? Why? What characteristics make you successful in this industry?

Be patient. Practice makes perfect. It took me 15 years to get where I am.

On top of your Fenty Beauty role, you love to teach and have even developed your own makeup courses. Why did you take this educational path? How did you discover your passion for teaching? What advice do you have for someone who wants to pursue teaching too?

I got into teaching because I really wanted to inspire others, particularly Latina women, with what I had learned over the years. Makeup is part instinct and part practice. I had experience from working at Sephora for three years, which helped shape my artistry, as well as helped me in becoming an educator. I also assisted professional artists which really helped me understand how to work on major sets. To set yourself apart in this industry, you need to be more than just good at makeup. It’s about adaptability, common sense, problem-solving, that really gets you to the top. So, yes, I teach skill and technique, but more importantly, I teach was set etiquette really is.

You also created a plus-size clothing line in collaboration with Eloquii. Why did you decide to move into the fashion space and develop this line? What did you learn through the process?

I’ve always been really attuned to fashion trends because I use it often as inspiration as a makeup artist. I’ve been plus size my whole life and have always struggled with finding clothes that are fashion-forward. Because of that, I always wished I could just create my own! Eloquii, though, is one of the few brands that actually is fashionable for plus-size and it was a really natural partnership because I was already a fan and existing client.

You are obviously a multi-hyphenate with so many careers happening simultaneously. What is your best work hack for getting everything done? Tell us your productivity secrets!

Oh man, this one’s tough! When you have so much going on, it’s important to just absolutely love everything you do—it makes it so much easier to digest. There’s no real secret to getting it all done, but I like to promise myself a nice vacation periodically as a light at the end of the tunnel.

You are one of our favorite people to follow on social media, so we'd love to know: What is the secret to growing a community like yours? What are your top three tips for growing a following and building a brand on social media? In a pay-to-play world, how do you grow your business organically on social media?

Try to be aesthetically pleasing. Make sure your posts are crisp and clear and pleasing to see.

Make sure your posts are remarkable. Don’t post anything boring or repetitive. Quality over quantity. You should always ask yourself, “What would I want to see,” or, “What stops me in my scrolling tracks?” 

Don’t compare yourself to others, you have to set yourself apart and be unique. People want to be inspired by something new and fresh.

Social media always shows the highlight reel, but we know that this is not a depiction of reality. What's a mistake you made in your career and what did you learn from it? How did you turn it into an opportunity?

When I first started doing makeup, I tried to please a client by implementing a technique that I didn’t usually do to create a look that they wanted. Since this wasn’t something I did regularly, I failed miserably when I did it. The client was upset with the end result, and so was I. I learned that instead of trying to do something that you’re not used to or experienced enough at, it’s important to communicate to your clients and instill trust in them that your own techniques and aesthetic will prove more successful. Don’t try to be someone other than who you are. I’ve carried this experience throughout my whole career and it’s served me well.

With success comes opportunity, which also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

Another tough one! I am deeply obsessed with my industry and even on down days I do research and make mood boards to lift me back up. I also find that when I have time off, I really “turn off”—I find that I end up missing work and wanting to get back into the routine as soon as possible and get my creative brain going again.

“If you try and compare yourself and have a competition with your peers, you’re setting yourself up for a big letdown.”

Fenty Beauty is a unique and diverse brand. What has been the best part of working for Fenty Beauty? What is something about Fenty Beauty you would like to change?

It’s been such an amazing experience. I’ve always wanted to work with a brand that prioritizes diversity. I’ve been a makeup artist for 15 years and it was a struggle for many years to carry the right products in the right tones I needed in my kit. I always had to mix pigments. I’m so proud that Fenty Beauty has set the tone for everyone to see that this is so necessary and overdue. I wouldn’t change a thing!

There is so much competition in your industry. How do you set yourself apart from other major players in the industry? What is your advice for others reading this who want to achieve your success?

I don’t compare myself to others in my industry. I have realized over the years that if you try and compare yourself and have a competition with your peers, you’re setting yourself up for a big letdown. You have to always be yourself and do what drives you, do what inspires you, not just follow the latest trend that another makeup artist is succeeding at. Everyone has a different style and that’s what will make you stand out—you have to be remarkable in your style of creativity—and that has to be different from the others.  

How do you define beauty? What makes you feel beautiful?

Beauty is pure CONFIDENCE! I, personally, feel my most confident in a full face of my favorite skincare and makeup. I’m not sure if it’s because I personally researched, chose, and applied the best products for myself, but it’s just incredibly rewarding and confidence-boosting to see the end result—it’s like, “yeah, I just did that.”

What is the #1 book you always recommend? Why?

I love all of the Kevyn Aucoin books! When I was growing up as an aspiring makeup artist, we didn’t have social media or the internet for makeup inspo. Kevyn Aucoin was way ahead of his time when it came to artistry and being a celeb makeup artist. His makeup looks are timeless and his background and story are so inspiring. Any aspiring makeup artist should invest in reading them.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Food: Natasha Case & Freya Estreller

It’s hard to imagine that Natasha Case and Freya Estreller started Coolhaus out of a beat-up postal van. Since its humble beginnings in 2009, the Los Angeles-based ice cream brand has grown into a formidable franchise with a fleet of ice cream trucks, two scoop shops, and premium placement on the shelves of over 7,500 grocery stores from Whole Foods to Safeway.  

The women-owned (and women-run) food brand has successfully disrupted the freezer aisle with their “farchitecture” ice cream and the side hustle is paying off—literally. In 2018, Coolhaus had gross revenues of $11 million—raise your hand if that figure inspires you to get started on your own passion project—and has garnered a cult following that includes celebrity fans (Cindy Crawford was once an ambassador for the brand).

Ahead, Case shares how she and her partner built Coolhaus from the ground up, including the moment she knew they had a brilliant business idea on their hands and how they come up with the brand’s most innovative flavors (think street cart churro dough, buttered French toast, and balsamic fig and mascarpone).

CREATE & CULTIVATE: Did you ever dream your brand would reach this level of success and popularity? What has been the greatest memory from this journey so far?

NATASHA CASE: When we started out, we did have a very big idea and a very big vision, but it was relatively abstract and we didn’t have the pieces to put it all together specifically. Now we definitely do, and it’s a matter of execution. 

I’m lucky that I have so, so many great memories of running and growing this business, but if I would have to choose it would be an even tie between catering the Obama’s last Fourth of July party at the White House, raising $100k for No Kid Hungry charity by offering up one hour of a ice cream truck catering from one of our Coolhaus trucks, judging Chopped and Top Chef Jr. (the kids were too cute!), and I’ve loved public speaking like our TedX talk and keynoting for Martha Stewart!

The Coolhaus brand has been titled “farchitecture," which is a delicious fusion of food and architecture. How did you come up with this concept? Why do you think this innovation sets you apart from other companies?

I came up with this concept because I was searching for a way to make architecture fun and accessible, and in design school, I discovered food as an incredible way to do that. I fell in love with the way food brings people together, how it creates memories, how we let our guard down and around a great meal... how this form of hospitality, per se, could build a bridge to design. I found a ton of white space around the intersection of food and architecture and knew that these were two passions where I had endless curiosity and even more passion for the combination. I think this innovation sets us apart because firstly, it’s a broader philosophy of how to approach building a culture, defining a brand, and making a product. 

For example, everything that we’ve done with Coolhaus is thoughtfully crafted in its design and build, and everything has a deep and authentic aesthetic touch. It speaks to: "What does a brand look like when its founder and CEO is an architect?" Also, because, by definition, we are innovative in merging food and design, this makes the progressive and out-of-the-box thinking infiltrate everything we do whether that’s elevating ice cream and ice cream novelties (sandwich) or who knows soon enough, reinventing a whole new category… it gives us a deep core philosophy that we can scale beyond the typical brand or product.

“When you are a true CEO, you are driving your own dream but you think of the company as a place for all of your employees to accomplish their dreams as well.”

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

In order to do this business and to be a successful entrepreneur, you always have to be recognizing new opportunities and new directions for you and your company to evolve. The entrepreneur who is very dialed into this will always push the boundaries and bring the biggest achievements. You have to know that the hurdles are necessary and defined in terms of making the tough decisions that are going to get you ultimately put you above the pack. What is going to define you as an entrepreneur is more the challenges and failures and how you react to them than the wins. The challenges bring out the opportunity to go deeper and reinvent, so I approach them with an open mind and excitement and rather than as "problems."

Growing a company can be tricky when you are used to doing everything yourself and now have to delegate and relinquish control. What is your advice to other entrepreneurs who are feeling these growing pains? What are the three traits you look for when hiring?

The delegation is super exciting because it really allows you to specialize and dig deeper into your passion. Ask yourself what got you here in the first place (sounds like a mushroom trip, I know). The goal is to really spend your day aligning your vision and creativity with your energy on executing that element of the brand. Nobody can be the top-performer in all aspects of the business, and when you grow enough to have an incredible luxury, the gift, to bring other experts to the team—it’s all excitement for me. It’s time for you to learn from them and it’s going to make you so much better at what you do as well. 

I personally feel very comfortable with the delegation, and I love to guide my team, but then see what they accomplish and where they can be most creative. I think when you are a true CEO, you are driving your own dream but you think of the company as a place for all of your employees to accomplish their dreams as well and how can you set them up to do that best. Three qualities I look for when hiring are a willingness to collaborate, unique ideas with self-motivation, and ideally, a passion for food or at least consumer products.

We love that Coolhaus embraces being a certified women-owned business. Why is this important to you? What advice would you give a woman at the beginning of her career?

This is important to me on so many levels. One, we have a lot of work to do in terms of building equal opportunity at the top and as creators. So, I believe in leading by example for my generation and the next ones to come. But on another level, it impacts everything we do. For example, how we run our culture: we are not just about a female CEO, but about women leaders throughout the company and embracing gender equality in how we treat each other. And I believe that women thrive in a collaborative environment, are very in touch with emotion and feeling, which is great for the consumer business. I have found many women are very thoughtful and detail-oriented. So that influences how we go about our innovation and product creation. 

Also, consumers today look for the story behind a brand, so the women-owned/women-founded and -led gives them a way to understand what we’re about with a simple message. The advice I would give to a woman at the beginning of her career is to think really big and not approach business as something you have to do all on your own.

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

A mistake we made was our packaging when we were doing a three-store test with them. We didn’t have the dollars or experience to really create a proper visual that would thrive in a grocery store setting. We were much more used to three-dimensional branding that could happen with our trucks. However, I’m really glad we started small with a three-store test at Whole Foods because it allowed us to build, measure, and learn from that initial prototype and then pivot very quickly to quite a different design that made a lot more sense for what we’re trying to accomplish in the grocery store. It’s so important to just put an idea out there, then be willing to listen to feedback and evolve.

What drives your passion for your product? How do you come up with the innovative flavors?

A huge part of the passion for the product for me is how meaningful it is to bring joy to people's lives. It’s such an incredible, vital element of our existence, and it’s such an honor to play that role in people's lives. Coolhaus is all about joy and joy through indulgence, and I treasure that. I also love running the innovation side of our business because the work is truly "soup to nuts:" from coming up with an idea for a product or flavor, developing it, tasting it (hardest part of the job, of course), and then developing the visual, the story behind it, how we communicate that to a consumer. There are so many layers to it, and I have an endless curiosity for it. 

As far as behind the curtain in terms of how we build flavors, I would say it’s a function of right- and left-brain: there’s one side where we look at the data in the marketplace and find opportunities. But there’s another side where we can we lean on instinct and unique thinking. And this is where, as creators, being the literal profile of our consumer comes in handy. I ask myself, "What would I want to see on the shelf? In a truck? A scoop shop?" And that answer usually is a good direction to go in for what we’re going to develop next.

With success comes opportunity but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

What keeps me inspired even on the toughest days is that I’m so passionate about what I do. There are no problems I would rather solve than Coolhaus' problems (it’s ice cream and cookies after all!). I think that something you really have to ask yourself if you’re going to start a business is: on the darkest days of what’s ahead, is there anywhere else you can imagine spending your days? If no, start that business. Then my other passion, my family. My wife, Freya Estrellet, with whom I also founded the business, is my greatest mentor and partner in all things. Speaking of, our son Remy is an incredible inspiration to me because I know I’m building the Coolhaus empire for him. And we have another one on the way, so it’s for her as well!

What is the #1 book you always recommend? Why?

I read books for pleasure, so 1Q84 or Gone Girl, which you can inhale in one long weekend. For meaningful reads, The New Yorker has phenomenal writing.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FOOD LIST HERE.

Create & Cultivate 100: Entertainment: Tia Mowry

Tia Mowry first graced our screens back in the ‘90s when she starred in the popular television sitcom “Sister, Sister” alongside her real-life identical twin sister, Tamara Mowry.

But fast-forward a decade, and the actress is still just as busy as ever. Not only is she starring as Cocoa Mckellan, a free-spirited mom in the hit Netflix comedy series, “Family Reunion,” but she’s also sharing game-changing hacks with over 659K subscribers via her YouTube channel, “Tia Mowry's Quick Fix.”

And that’s not all. This pivot pioneer doesn’t stick to one lane. Mowry is also the best-selling author of the clean-eating cookbook and guide, Whole New You, and the founder of the new health supplements line, Anser. Oh, and did we forget to mention she’s also a mother of two? Yes, Mowry is a total boss.

Ahead, we chat with the actress about her decades-long career in entertainment, including what it’s like to be a role model to so many young women, and why she looks up to her “Family Reunion” co-star, Loretta Devine.

CREATE & CULTIVATE: You came back to our screens this year via Netflix's hit comedy, "Family Reunion." How was that experience? What did you learn through your character Coco? Can we expect to see more of you in another season or show soon? What can we expect next from you? Where do you see your career taking you next?

TIA MOWRY: It was a great experience. I feel like this is the closest that I am personally to any character I've played, so it was lots and lots of fun. I also love working with children. As a child actor myself, I can be sympathetic to what they're going through. We're a big family on that set!

What I’ve learned from Coco is that, even if you have different parenting styles (traditional or non-traditional) or a different approach to life, it doesn't mean you can't get along. This show is about the new and the old and how we come together as a family. Just because there are differences doesn't mean there's no love there. You can work it out!

Season two of "Family Reunion" starts shooting next year in February! So you can expect more episodes of that and "Tia Mowry's Quick Fix." Other than that, I just hope to continue to do what I love to do and grow in the entrepreneurial space and the culinary world.

Your career spans so many categories from author to actor and YouTuber with your channel "Tia Mowry's Quick Fix," what have you learned from following your creative passions over "staying in your lane?" What advice can you share for other women who want to make a pivot in their careers?

I believe women are multi-faceted. We have so many layers to what we want to do, who we are, and what we can give. It's important to reinvent yourself, and the best way to do that is by following your passions. What I've learned from doing that is that work doesn't feel like work when you're doing something you love. Moving into that new space is going to take lots of time and energy, so it should be something you're truly passionate about.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Just reset. Whenever I encounter a hurdle, I step away for a minute, recharge myself, and start all over again. I also meditate on the idea that whatever is happening right now won't last forever and that I can get over the hurdle to the other side.

“Don’t wait for anyone to validate what your talent is. Take it into your own hands.”

You've had an incredibly successful career. If you could go back and talk with young Tia, what do you wish you could tell her? Why?

I would tell her to not worry so much. And to not focus on what others think of you.

You have become a role model to so many young women everywhere, what advice would you give a young woman hoping to follow in your footsteps? How should they be prepared? What are the key traits to succeed in entertainment today?

Stay true to yourself. Follow your instincts because that's where you'll find your passion. You won't find it looking at other people and focusing on what they're doing. It takes time to discover yourself, but once you do, the rest is history.

Practice makes perfect. I know that sounds cliché, but it's true. As an actor, you practice. You go to class. You work on your talent so when the spotlight comes you're ready. It's the same with cooking. The more you practice what you want to do, the more success you'll find at it. Use that muscle. Constantly work at it. That's the best preparation you can do.

Don't wait for anyone to validate what your talent is. Take it into your own hands. Put it into existence now. Don't waiver. Stay focused. Get out there and meet people who are like-minded, see what they're doing and how you can help each other.

The entertainment industry is incredibly competitive—how do you create a unique voice and character that stands out above the rest?

Be yourself! There's only one you. I truly believe that.

You always seem so bold and self-assured, where do you think this confidence stems from? What advice do you have for people who are feeling self-doubt and want to have more courage?

Confidence was a process for me. I had to learn to get there, to be bold and secure. It's like the rainbow after a storm. The more you overcome, the stronger you get. It might hurt for a minute, but you'll get through it. Learn to embrace the struggles instead of fearing them.

What is the hardest decision you’ve ever had to make professionally? And how did you get through it?

I decided to star in my own television show as a child! That was hard. It was new and I was still growing, maturing. Thankfully, then and now, I don't focus on the negatives. It's important to know they're there, but not to let them drag you down. Just switch your thinking. Flood your mind with positivity and you'll start to feel the change.

Who in your field most inspires/influences you the most? How has this person changed/influenced your career? Why?

I recently had the privilege to work with the amazing Loretta Devine on "Family Reunion." She is a legend! Has been in this business for years! She inspires me every day. I like how she stands up for herself. It's important to know that, no matter what age you are, as a woman in this business, which can be intimidating at times, you have a voice and you should not be afraid to use it.

Success is such a broad term and it means something different to everyone. How do you define success? Why?

I define success as doing what you do and loving it because then it never feels like work!

“Unfortunately, people only see the success. They assume it’s easy and perfect, and they don’t see all the work it took to get there.”

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I have two beautiful children looking up at me every day. It's incredibly motivating to know that they're watching me. The best thing I can do for them is to SHOW them how to work hard and follow their dreams.

What do you wish more people knew about your job? What are the biggest misconceptions? Why?

Unfortunately, people only see the success. They assume it's easy and perfect, and they don't see all the work it took to get there.

The filtered world of social media often hides a lot of the behind-the-scenes hard work and hustle. What is the reality of being an entrepreneur today? How hard is it really? Be honest!

It's very hard! When you're an entrepreneur, you're constantly hearing "no" or "maybe later" or "the time isn't right." You're the one with the creative ideas and you're trying to get others on board, so it takes a lot of confidence and building yourself up on a daily basis.

What is the best advice you have been given? Or a favorite piece of #realtalk?

The best advice I've been given is "believe in yourself.” If you don't believe in yourself, how can you convince others to believe in you?

What is the #1 book you always recommend? Why? 

The Alchemist. This book taught me that whenever you feel like you're alone, you're not. No matter what you believe in, you're always being guided. You just have to be sensitive and open to embracing the omens.

What is the #1 movie you always recommend? Why?

"The Goonies." What a great movie! It reminds me of childhood, and nostalgia is needed. Often times we get distracted by the "nos," the stressors of life, our routines. For me, because I watched "The Goonies" when I was a kid, it reminds me of not being under so much pressure. It takes me back to that time and place of letting go and enjoying the moment.

VIEW THE FULL CREATE & CULTIVATE 100 ENTERTAINMENT LIST HERE.

Create & Cultivate 100: Beauty: Nyma Tang

Nyma Tang has accumulated over 1 million (!) YouTube subscribers in just three years. For the uninitiated, the beauty vlogger posts videos in which she puts the deepest shades of makeup on the market to the test in a series appropriately named “The Deepest Shade.”

In drawing attention to the importance of inclusivity in shade ranges, the 28-year-old has garnered a cult following of like-minded makeup fanatics—and big-name beauty brands like Maybelline, E.L.F. Cosmetics, and Bobbi Brown have taken notice.

Here, Tang shares what it’s like being a woman of color in the beauty industry, the changes she’s like to see in the market moving forward, and the thoughtful advice she’d give to her younger self if she could go back in time.

CREATE & CULTIVATE: How do you set yourself apart from other beauty bloggers? What makes your personal brand unique?

NYMA TANG: I think I filled a void that a lot of people didn’t know we needed in the beauty industry. I’m not just the average beauty blogger; there’s a bigger message than just what products look good or what products are worth the splurge.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I think the #1 thing I’ve learned is that businesses have ups and downs, and you just have to keep pushing. There are always going to be downs but you have to keep going. You’ll eventually reach up and out of that down situation and you’ll figure out how to move forward.

“You don’t have to settle for what people think you deserve.”

You’ve partnered with brands like CVS, E.L.F. Cosmetics, Bobbi Brown, how do you choose who to partner with? What advice would you give to someone exploring partnerships?

The biggest advice I’d give is to make sure you partner with brands you believe in and make sure those brands also believe in what you stand for. Don’t sell yourself short. Don’t devalue yourself because a brand wants to work with you; there’s a reason they want to work with you.

What changes do you hope to see in the beauty industry in the future?

I would love to see a fully inclusive beauty industry where products are available for everybody of every skin tone. Inclusivity is no longer a hot topic or a pressing topic because it just is!

What do you wish your younger self knew when you were first starting out in the beauty industry?

I wish I knew that you don’t have to settle for what people think you deserve.

What is your best social media advice?

Perfection does not exist.

Where do you find the most inspiration? What drives your passion?

I honestly find the most inspiration in my followers and those that let me know how I’ve helped their self-esteem grow, how they feel about themselves, and how they now navigate life with this level of confidence that they didn’t have before.

You’ve taken YouTube and Instagram by storm with your makeup tutorials and fashion inspiration. What’s next for you?

Well, that’s a big question! Let’s see, what is next for me? I think, obviously, being in a place to create products, brands (multiple), and really just taking over. Just being me and taking over!

What is it like to be a woman of color in the beauty industry? What change do you see coming and what more needs to be done?

To be a woman of color in the beauty industry feels like I’m on the outside looking in and I’m trying to change the inside to match what the beauty industry wants it to look like on the outside. Companies will launch 40 shades and think their brand is fully inclusive—but it isn’t. You have to consider bronzers, concealers, highlighters, etc. I want the beauty industry to not only grow in product inclusivity but also marketing inclusivity. I hope to see more people of color in marketing and advertising that’s geared towards black beauty.

How do you define beauty? What makes you feel beautiful?

Beauty is obviously more than just skin-deep. No matter how amazing a person looks, if they don’t think they look beautiful inside, they’re not going to feel it. I feel that’s really what it comes down to. Beauty is a sense of calm and content within yourself. But what makes me feel beautiful? My brows! LOL. And knowing that I am taking care of myself from the inside out.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 BEAUTY LIST HERE.

Create & Cultivate 100: Health & Wellness: Lalah Delia

In a world where burnout is officially recognized by the World Health Organization, we need more people like Lalah Delia to help us bring back to balance. The author, spiritual writer, and wellness educator has been a force in the self-care space encouraging and empowering us all to mindfully care for ourselves with her Vibrate Higher Daily platform.

Delia believes that our vibration governs how we show up in the world and how we perceive it, too—it’s how we step into our power and show up for ourselves. This message really resonated with our attendees at the Create & Cultivate Self Care Summit and one quote stood out in particular: “When we remember who we are, the game changes.” That’s the kind of motivation we want to take with us into this new decade.

Read on to learn more about Delia’s mission, how her work is helping people to maneuver through the stress and reach bliss on the other side with grace and joy.

CREATE & CULTIVATE: You help people vibrate higher daily, so they can live a higher vibrational life on all levels—Can you tell us more about your mission? Why did you decide to create your own wellness company? What are you doing there?

LALAH DELIA: So much of the programming and daily structures in the world are taking our power away. My mission is to inspire people to vibrate higher daily, remember who they are, and to live their power. I created Vibrate Higher Daily to offer a reminder of another way of being in the world. One, that wasn't usually being promoted. We have to have a path and way of honoring our vibration because on a cellular level, that's who we are. We are wondrous vibrating cells. We are vibrational beings in need of a better way to live a higher-vibrational life. And that's what I offer with my brand, and in my new book, Vibrate Higher Daily, Live Your Power.

You're a classic multihyphenate—author, spiritual writer, spiritual creative, wellness educator, and certified spiritual practitioner—How do you navigate between all of these mediums and careers? What have you learned in following your creative passions over "staying in your lane"? What advice can you share for other women who want to make a pivot in their careers?

Navigating with these titles to me is more about integrating them. The message is the same. It's all connected, the same, and not different. It's the same message working through various vessels within my life. This posture has created a sense of wholeness for me. Integrate yourself. Take up more space with the abundance of your experiences and gifts.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I love myself through it. This self-caring mindfulness supports me in pivoting in a better direction. And from there, I take all the time I need to learn, grow through it, and readjust my sails.

“When you move through fear and resistance, new strength and resilience that you never knew you had, takes control.”

Starting your own business is different from making a career pivot—What have been some of the biggest challenges? What has surprised you the most about launching a company? Why?

The biggest challenge thus far was hands down, making myself go for it, starting. Each new unfolding is the same. The 'birthing pains' of creating and launching a new project or offering into the world are real because fear and resistance are there blocking the door until that is, you take your power back, inhale courage, exhale doubt, and move through the fear anyway.

The thing that has surprised me the most about launching a company is that when you move through fear and resistance, new strength and resilience that you never knew you had, takes control. And as you surrender to it, it guides you to accomplish your mission and goals. Our inner-power and higher compass know the way. Being in alignment and in flow with this inner and higher awareness is essential.

You've had a lot of press around your work from Glamour magazine to MindBodyGreen and you've even been including panels including Create & Cultivate Self Care Summit—How did you secure this press and buzz around your brand? How has this been beneficial to the growth and awareness around your brand? Why?

It's honestly all been organic. Every opportunity landed in my lap, like a sweet blessing. The buzz and press that I've generated, I hugely believe, is from 'vibrating in my power'. Which I teach how to do throughout my new book. I've remained true to my purpose and mission, and haven't folded under pressure or failures. And this creates strong vibrational magnetism around one's self.

People can sense and feel when your work and message are real, pure, and from the heart; it's a welcoming frequency that invites people and opportunities in. This can be relayed in the press through your passion, confidence, insightfulness, joy, and love for your work.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes—what is the reality of being an entrepreneur in the wellness space today? How hard is it? What are some of the challenges? Why?

For me, there's a lot of mindful caring for myself and my nervous system. Due to the amount of output of my work, my energy can become depleted if I'm not careful. This is not a bad thing, it's just how any operating thing works. So I journey in grace there and honor this. We all need moments of reprieve, rejuvenation, and restoration. And for me, this looks nothing like stereotypical branded wellness.

This was a challenge for me at first because it all looked so good, even cool. But sooner or later, my mind, soul, and body were requiring and thriving from much more in-depth, yet simple, wellness work than creamy lattes, facials, yummy smoothies, and quick drop-in yoga classes. My reality was that I had to find my own best soul medicine. And I had to create a daily routine and workflow that allowed myself room to adjust and tweak where and when necessary. I had to find what brings me home to myself.

Can you recall a specific mistake you made in your career/business and share what you learned from it? How did you turn it into an opportunity?

Yes! I once entered into an investment and contract without knowing about putting in a termination clause to terminate the agreement by a specific time if I was unhappy with the outcome. This was a huge, long, and expensive lesson. Nowadays, I redline contracts and add any necessary clauses. I took my power back. Whew!

Wellness is integral to improving your mental health and self-love—Can you explain how we can all integrate more wellness into our lives to achieve a higher mental and physical state of health/wellbeing? What advice do you have for women struggling with finding their own confidence and self-love?

If we're not mindful, we can become too rigid in our thoughts and perceptions, and stuck in outdated patterns, spirals, or loops, that don't serve us. So to that, be mindful of not being too hard on your lovely self and journey in grace. Vibrate higher from wherever you find yourself, daily. Love yourself through whatever you go through. And remember that vibrating higher daily is how you take your power back. Do more of what makes you vibrate higher.

What is the best advice you have been given? Or a favorite piece of #realtalk? Why?

One of my teachers told me, ‘Look at the world each day as one big hospital and choose whether you're going to be the doctor or the patient.’

Success is such a broad term and it means something different to everyone—How do you define success? What traits do you need to succeed today?

Meaningful success to me is waking up each day as a vessel and doing what I love with honor, integrity, and higher purpose, and in return, being able to help others and support and provide for myself well. In order to succeed, it takes having a purpose, vision, a sure goal, resilience, courage, determination, self-discipline, honor, integrity, and not folding when it's too challenging, fearful, and unknown. It also takes having a powerful and effective support system to lean and depend on when necessary.

“Our inner power and higher compass know the way.”

What is the #1 piece of advice you'd like women to know when starting out or building a business? Why

These words from my book: ‘She remembered who she was, and the game changed.’ Whatever you experience on the path, remembering who you are and why you started, is how you take your power back, and it's how you live in your highest worth.

What is the #1 book you always recommend? Why?

The Power of Your Subconscious Mind by Joseph Murphy. This book is essential reading because until we truly get and honor how our mind operates and how we can take control of it, we live a life that is controlled by external and internal forces, cycles, and thought patterns that don't serve us.

Now it's my new book, Vibrate Higher Daily, Live Your Power. The information in this book saved, enhanced, and transformed my life, mindset, health, and career for the better. I cracked a code, simplified it, and wrote about it all in this book, so it can support readers as much as it has supported me and carried me through to this day.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 HEALTH & WELLNESS LIST HERE.

Create & Cultivate 100: Music: Noelle Scaggs

Noelle Scaggs has been creating must-listen-to music for over 10 years as the co-lead singer of Fitz and the Tantrums. But last year, shortly before the release of Fitz and the Tantrum’s latest album “All the Feels,” Scaggs put out a solo single, “Great for You,” that’s decidedly her own. Featuring heartbreakingly personal lyrics and Scaggs’ larger-than-life vocals, it was a memorable debut.

But the modern multihyphenate didn’t stop there. Scaggs proved her creative nous with the launch of Adventures with Scaggs—a business centered around her love of food, travel, and culture—and she hosted a web series called “In Good Hands” with Tastemade. It’s fair to say that Scaggs has pioneered the art of the pivot and she’s not about to stay in her lane any time soon.

Ahead, the talented singer-songwriter tells Create & Cultivate all about the realities of being a musician today, including the #1 thing she wishes she’d known when she was first starting out, the secret to Fitz and the Tantrums’ continued success in a turbulent industry, and the creative process behind creating her first solo single, “Great for You.”

In a male-dominated industry (#GrammysSoMale, anyone?), we think Scaggs is a frontwoman to watch and we think you’ll agree. Scroll on to find out why.

CREATE & CULTIVATE: The title track of Fitz and the Tantrums album, “All the Feels,” is the rawest of the songs you've released so far. Can you talk us through the creative process for creating this song? What was the overarching message you hoped to portray with the uplifting yet vulnerable lyrics?

NOELLE SCAGGS: “All the Feels,” our title track, was written with Morgan Dorr of Boys Like Girls and Warbel. The overall message is about reconnecting with the human spirit. In this day and age, we are all wrapped up in technology and the woes of the world around us, so many of us struggle with our mental health and it can feel like we have all forgotten how to engage with one another. This album, in general, is about getting back to that place of authenticity and human connection. We wanted to tell stories that give some insight into our own lives and struggles and, hopefully, provide some sense of connection to the listener in that they find what is important for them to get through their day-to-day life.

You released a solo single last year, what inspired this move? What did you learn through the experience? Will you be pursuing more solo projects?

I had been writing a lot outside of the band and found that I was writing some of my best work with my friends Johnny What and Thorald and Isaac Koren, also known as Bråves. They always manage to help me get the real gems out of my sad love stories. We worked on “Great for You” on and off for about a year, just trying to find the right thing. I sat on it for a while then asked Johnny to have a crack at producing a track for it, I threw him some references and he came back with what I felt was undeniable for me sonically. It hit all the right notes. 

Since I had just been working on the band, and we weren’t on the road, I wanted to put something of my own out into the world. I had no expectations other than sharing my voice and my vision, and “Great for You” was the perfect introduction to what will be a future endeavor. I learned a lot about what my vision looks and sounds like, and how I want to present my art to the world as Noelle Scaggs. I was fortunate that Gregg Nadel saw and felt my vision and wanted to support the effort by releasing it under Elektra’s imprint. It brought back some creative confidence I was struggling with as well. There will definitely be more where that came from.

“I think failing is important. Perfection is the death of creativity and true happiness.”

Aside from being the co-lead singer of Fitz and the Tantrums, you're also pursuing other creative projects on the side around travel, food, and design. What can you tell us about these other projects? What can we expect to see from you next?

Earlier this year, I decided to turn what was once just a fun hobby while on tour into a full-fledged business with my brand and, now, media company, Adventures With Scaggs. I decided that my love for travel, food, and culture had a relevant place in the web-series and TV space. My focus is on bridging the gap between food, music, and travel by bringing in the narratives of food-passionate artists like myself and music-passionate chefs who have made their love of music curation apart of their culinary experience and presentation. I also want to diversify the faces and narrators in the food and travel content spaces and provide opportunities for people of color, and women of color, to be able to share their stories and unique experiences in these formats.

You run an Instagram account called Adventures With Scaggs that dives into your lifestyle. Why did you start it? What can we expect to see more of?

The initial idea for Adventures With Scaggs started while I was on tour, with a bit of encouragement from fans that had been following my IG feed who loved all of my food and travel photos. I was in New Orleans one day and decided to just create a separate account dedicated to my passion for finding places to eat and sharing my day-to-day life on the road when I wasn’t needed at a soundcheck or on stage. Things kept building from there. My following includes James Beard and Michelin star chefs, food writers, media groups, and just fans of food and travel. I’ve been finding out that a lot of people have been using my recommendations when they hit cities that are featured on the Adventures highlights. It feels good to know I am supporting great spaces and people are following suit. I plan to expand upon that with more original series-focused content in the future.

You've been making music with Fitz and the Tantrums for over 10 years. How have you been able to achieve longevity in such a turbulent industry?

Consistency in never allowing ourselves to color inside the lines. We have always pushed ourselves to do something else, to try and find something new in our sound and our songwriting. I think collaborating with others has also helped keep things from going stale. Fitz and I are constantly pushing each other and the rest of the gang. We also respect each other as creators and as a family. That helps, we all have an ingredient that makes Fitz what it is.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I keep people around who challenge my thinking. It’s easy to begin doubting yourself, even when things are going well. It takes a solid village and foundation to help keep things in perspective. I’ve been in the music world for a long time, and it’s always scary because there are no guarantees that things will keep moving in the right direction. Focusing on things that require gratitude is the best and the only way to get over hurdles. That, and just always living my most authentic self, even when no one else gets me right away.

Who in your field most inspires/influences you? How has this person shaped your career?

I have been fortunate in that I have had a lot of women in my corner, from my family to friends who are executives and VPs in their fields. On the music end, people like Amanda Berman-Hill, Julie Greenwald, Mollie Lehman, Mitra Darab, Lisa Nupoff, Nancy Matalon, Sharon Wixen, and Elizabeth Gregory (my badass attorney) and Michele Bernstein. Watching them navigate their careers and excel has had a major impact on me, motivating me to excel in my own career and expand my horizons.

The music industry is fairly cut-throat and competitive. What advice do you have for musicians coming up now? What do you wish you'd known when you were first starting out? Why?

I came up in the era of D.I.Y, and I am seeing that now, more than ever, the tool of knowing everything about the ins and outs of the business of music is as important as all of the creative requirements that come with it—especially in this streaming era of music consumption where it is harder to make a living from music creation. People are leaning more towards remaining independent, and there are now tools out there to help independent artists create profitable businesses and brands for themselves.

I have always been an advocate of artists educating themselves on the basics of music and creating teams that help them excel and capitalize on their audiences, especially young women artists. Sometimes, I wish I had gotten my law degree in an effort to help prevent some of the issues I see artists getting caught up in. There are so many artists getting caught up in horrible record deals—it breaks my heart.

You have had incredible success already, but what does success mean to you? How do you measure success? Why? What characteristics make you successful in the music industry?

I would probably say, I measure my success based on the stories of young women who have told me that I inspired them to pursue something they never thought they would have the courage to pursue their own careers. I think that if my success somehow lifts another human up in some way, then I’ve done what I’ve set out to do. 

I honestly don’t know what characteristics have made me successful. I’ve always just worked really hard, not knowing if there would be a result that others would measure as being a “success.” I’ve always worked on things that I like, I’ve never made my purpose in life solely about me or financial gain. Yes, I want to live my best life and I have to figure out how to stay competitive, but at the end of the day, it’s just because I don’t know how to do anything else but create. I do what makes me happy.

In a saturated industry, what do you think makes you and your music stand out? How can others reading this find/create a unique point of view?

Find your own voice, and don’t be afraid of telling your authentic-to-only-you stories. Also, take your sweet ass time in figuring out what that is and grow and nurture it like a chia pet. Make art that you love. Work with people that you gel with who add their own flavor as well. That is what we have always tried to do as a band. We don’t always agree as a unit on what that should look like sometimes, but at the end of the day, we know our sound and our approach to what we do as Fitz and the Tantrums is ours.

“I keep people around who challenge my thinking. It’s easy to begin doubting yourself, even when things are going well. It takes a solid village and foundation to help keep things in perspective.”

What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?

I’ve made so many, I’m not sure how to answer this one. I think I’ve turned lemons into lemonade by taking the lessons I learned from my missteps and growing from them intellectually so I can avoid making them again. I think failing is important. Perfection is the death of creativity and true happiness.

The filtered world of social media often hides a lot of the hard work and hustle behind-the-scenes. What is the reality of being a musician today? Be honest!

Keeping someone’s attention in this new era is harder than it has ever been. It is hard AF to make a living on music alone. You have to learn how to create a brand out of your art, your persona. Your visual stylings all have to be so unique to you, as to not get caught in the wash of sound-alike pop. Spending the time to craft great songs, being innovative in the way you present your art in a real and authentic manner, is the only thing we recording artists have to go on. Don’t forget the live show ‘cause touring is the way we are all surviving. Get that stage show right and tight and build your own music communities!! Keep each other working.

How do you stay true to who you are and your voice? What advice do you have for other female musicians reading this who want to break out in the music industry?

I try not to follow people on social media who don’t inspire me to be different from them. I try not to follow people who are like me artistically, especially when I am in creation mode. I work with producers and other songwriters who push me out of my box. I spar with people who are better writers than me and better vocalists and artists than I am because it pushes me to find my own voice and find my own unique point of view, in addition to making me a better songwriter. My advice is to never get comfortable and always work towards something that is new and uncomfortable.

What is the #1 book you always recommend? Why? What is the #1 album you always recommend? Why?

The Power of Habit: Why We Do What We Do in Life and in Business by Charles Duhigg. It’s my life bible and everyone should have this book by their bedside. It lends a real perspective on human nature when it comes to routine and comfort. 

Album would be, “Songs in the Key of Life” by Stevie Wonder. That album had a major impact on me when I was younger, especially as a singer. There are so many layers in each of the compositions that make up that album that it’s worthy of study.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 MUSIC LIST HERE.

Create & Cultivate 100: Small Business: Maura Cottle, Melissa Gore, & Melissa Bennett

Meet the women responsible for ensuring that the male-dominated, smoke-filled rooms of Mad Men remain a thing of the past.

After spending over a decade working for traditional agencies, Maura Cottle, Melissa Gore, and Melissa Bennett stuck out on their own to start Heat Waves, a women-led agency focused on developing digital experiences for beloved brands by the likes of Sephora, Sweetgreen, Sonos, and Reformation, to name a few.

Here, the creative collective of female founders shares how they built their disruptive digital agency from the ground up, including what it’s like working with major brands and why having a close personal relationship with your cash flow, P&L, and business model are essential for running a successful start-up.

CREATE & CULTIVATE: You are known as digital trailblazers in the industry, responsible for building experiences that are industry-firsts and true disruptors. What were your intentions when launching Heat Waves? What was your vision for the brand? How were you differentiating the brand from what was already available?

MAURA COTTLE, MELISSA GORE, & MELISSA BENNETT: We started Heat Waves because we wanted to do work that we felt passionate about with purpose-driven teams and brands. Our vision is to inspire the next generation of women and underrepresented people growing up in the historically patriarchal design and technology world. Inclusivity is at the core of every single thing we do at Heat Waves, from the clients we work with to the teams we build to the attitude and communication style we bring to the office. We create space for all people.

For those who are unfamiliar with Heat Waves, can you outline what you do for brands? What are the specific services you offer?

We are a design and technology studio that specializes in product innovation. Our services include branding, strategy, and product design and development.

You've each had experience working with major brands like Nike, Sonos, Sweetgreen, and FX, just to name a few. What advice can you share for new founders who want to work with big brands like that? How do they pitch successfully and get the business?

To get into the room with big brands, you need a reason to be there. Think about what you can bring to the table that's unique, valuable, or exciting. Be the meeting that people look forward to. Evaluate your networks and relationships for opportunities. Get specific about what you want and why.

Once you’re in the room, our philosophy is to make a pitch as interactive as possible. It’s not Mad Men; it’s actually just having a conversation with people who are also passionate about what they do and want it to be great. We identify the most interesting challenges, opportunities, insights or ideas for a specific brand and use that as an anchor to provoke conversation in the room. We find this approach is less about selling, and more about making sure everyone leaves the room with something tangible and understanding of what it’d be like to work together.

“To get into the room with big brands, you need a reason to be there. Think about what you can bring to the table that’s unique, valuable, or exciting.”

Being a founder is never a smooth path. What are some of the biggest lessons you've learned through the process of starting Heat Waves? What have been the biggest challenges? Why?

We have learned to be vulnerable and trust each other through this process. We are always learning how to be better partners.

We are a passionate team that loves to say “yes” to amazing clients who have ambitious plans. We put the work first which can enable scope creep and over-delivering, which is not always ideal for a small growing business.

Communication is half the work for any deliverable. Have you ever been to an escape room with people who don't communicate? You won’t make it out of there. It leads to frustration and inefficiencies. Doing everything perfectly won’t matter if you don’t communicate. We have learned that this isn’t easy or the same for everyone. It takes empathy, patience, and trust in your team.

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

Try to take a hard look at any perceived failure to see what you can learn from it. Identify things you can improve or change within your control, and let go of everything else. Take a step back and try to really understand what success looks like to you. Then find a mentor.

You've achieved so much success since your launch. What do you wish you could go back and tell yourself when you were first starting out? Why?

Flashback to two years ago. We’re sweating in a garage and pitching Sonos with some staged artwork behind us. We would tell those ladies to hoard every dollar and every cent to see what you can do in a year. Be more aggressive and focused. You’re too small to be an everything shop. It's easier to make decisions when you have money in the bank.

You are in the business of developing unique brands. What advice can you share for new founders/small business owners who want to create a unique brand that stands out from the competition? How do you create a brand that lasts?

If your brand was a person, who would they be? It’s not just what they look like, or what they can do for you, but how they make you feel. If you are coming from a source of truth and self-awareness, your brand will stand out.

There are so many channels for connecting with your customers and community—plus, the newsletter has made a comeback. What are your thoughts on this medium? And what other channels or platforms do you recommend? How can a brand be visible in a saturated space?

People love great content no matter what form it comes in. If it’s conveniently placed in my inbox, then that's fantastic. Our clients know they have to be deliberate and compelling in their ongoing conversation with customers. For example, Reformation emails feel like your witty friend sharing things they know you'll like.

Instagram is being hacked at the moment to support longer-form content. It's no longer just a single hashtag in your caption but a full thought, a blog post, an article. It’s also about building one-on-one relationships with consumers is much more important in the DM world we live in.

In the past, the mentality was "go where your audience already is." We are testing the hypothesis that the future of community and content will be more specific destinations for niche topics and causes regardless of platform. If your customers are engaged in the same purpose or cause you are, they will find you.

When you're a small business you have to fall in love with the numbers. What have been some of the hardest money lessons you've learned along the way? What is your #1 money tip for small business owners? Why?

Have a close personal relationship with your cash flow, P&L, and business model. Never stick your head in the sand when things get hard. The more in touch you are, the more precise you can be with forecasting and hitting or changing your targets.

Social media always shows us the highlight reel but reality can be very different. Can you recall a mistake you made since launch and what did you learn from it? How did you turn it into an opportunity?

Speaking of highlight reels, as a new brand, we felt pressure to speak up and be cool on Instagram. Our approach failed hard for one obvious reason: we jumped into execution without a clear strategy. We got lots of great feedback but from the wrong people and for the wrong reasons. We had to confront the problem head-on. We were able to come together to create a more genuine experience that truly reflects who we are.

What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it?

Make sure you are making something people really want. Talk to as many people as you can to identify your demographic and be sure it's viable.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 SMALL BUSINESS LIST HERE.

Create & Cultivate 100: Fashion: TyLynn Nguyen

TyLynn Nguyen has a number of enviable careers on her résumé. The model-turned-designer is at the helm of her wildly popular namesake lingerie brand, TyLynn Nguyen—which features a curated edit of bras and underwear—she’s a content creator sharing fashion, beauty, and travel on her YouTube channel, and she’s a mother of three. It’s safe to say that Nguyen really knows how to make the most of the 24 hours in a day.

Here, Nguyen shares the ways in which she’s fulfilled by her multi-hyphenate career, the best piece of #realtalk she’s ever heard, and the #1 book she’d recommend to any woman looking to create wealth for herself. (Trust us, you’ll want to get your hands on this book, stat.)

C&C: You're a lingerie designer, a model, a content creator, and, oh, and a mom of three—why did you choose such a non-linear career path? How do each of these roles stimulate you?

TYLYNN NGUYEN: I'm a dreamer. I've always wanted to be a woman who has a family and a career on my own terms. I walked out in faith and took chances and here I am! As a lingerie designer, I am able to express the foundation of self-love and expression through one of the most intimate facets when getting dressed each morning. I love the camera, so modeling is an extension of myself. The more I grow into the woman I want to be, the more I realize there is nothing wrong with acknowledging your strengths. Modeling is a strength of mine. As a content creator, I am also connecting to my audience and showing them my POV of what sexy and confident is. And of course, being a mother is fulfilling on so many levels. But I could not just be a mother. All of these aspects of me fulfill me. Joy and fulfillment are why I do all that I do.

You've purposefully kept your self-titled lingerie brand small with a curated edit of bras and underwear—and you don't adhere to seasons. Why did you take that route? What is your vision for the brand? Where do you want to take it?

My lingerie is a timeless aspect of getting dressed. So I feel that the pieces I have put out into the world contribute to what the modern woman needs in her wardrobe. I have a collection launching early 2020 and those items serve a purpose. I am pushing myself to create and deliver purposeful products that will not contribute to the overconsumption in the fashion space. My vision for my brand is to develop into an all-encompassing brand that delivers superior quality and has lasting beauty. Things that you will cherish forever.

“I try to be as optimistic as I can and have allowed myself to recognize that not every day is a bag of rainbows.”

Your line is very simple and elegant, made with real women in mind. When designing, what is the creative process like? Where do you seek inspiration?

Thank you! When designing, I am thinking about pieces that I gravitate toward the most as a woman with a career and three children in tow. I design with the thought process of: "Should this woman decide to be intimate with someone, she can wear these items as well, but these pieces are for her pleasure and personal purpose."

When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?

I pray. There is so much power in prayer. I've had many visions that I hold on to. I think when a dream is planted in your heart you should never lose that. It was put there for a reason and your contribution to the world is important. I remind myself I am fearlessly and wonderfully made. Speed bumps are bound to happen, but having the right perspective about them increases the chances of something better happening.

From the outside looking in, your life is incredibly glamorous and dreamy, but we all know there is a very different reality beyond the filters. What do you wish people knew about the fashion industry? What are the common misconceptions about your life?

I feel like this question is looking for the negative. I try to be as optimistic as I can and have allowed myself to recognize that not every day is a bag of rainbows. The fashion industry is competitive, and the pressure to perform is as well, but I feel I am built for this world. I have a strong perspective and do not worry about what the misconceptions of me out there are. I think everyone has an opinion, and if you trigger something in someone they can manipulate their way of thinking to create you as a villain in the story of their lives. But I have no control of that so I focus on what I can control.

What is the best advice you’ve been given? Or a favorite piece of #realtalk?

Listen to that still small voice and trust yourself.

Your brand is built around natural beauty and loving yourself, where does this sentiment from? How do you implement this in your brand?

In a world that tells you to be a carbon copy of the people around you, I hope to inspire people to see the beauty in themselves and collaborate with others around them to pull out the best inside.

You appear to be very bold and self-confident. What advice do you have for other women who want to summon that strength but don't know how?

I am bold and confident. I see myself as a vessel to inspire other women to be as such. Some advice I have would be to start saying things to yourself that you want to happen in your life. Start calling yourself beautiful, victorious, strong, intelligent, loving, and lovable... you deserve these things and may have been dealt a tough hand. It may even hurt when you start saying these things to yourself BUT do it so you can begin to thrive. What happens in your mind manifests in your world.

You are a mother of three beautiful children, how has having kids changed your perspective? What is the greatest lesson motherhood has taught you? Why?

Having kids has made me more aware of the legacy I want to leave for them. I am building a foundation for them to catapult off of to their own greatness. You realize the great responsibility of being a good human when you have children. Motherhood has taught me how I am and how I feel about myself is way more important than I once believed because our children find their identity in us.

What advice do you have for other entrepreneurs? How can they achieve the same success you've experienced?

Believe in yourself, don't be afraid of change, and have a perspective.

“Listen to that still small voice and trust yourself.”

With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?

I've been given visions, and until I reach those visions, I will not stop pushing forward.

What is the #1 book you always recommend? Why?

Women With Money by Jean Chatzky. We need to be more confident in our own means and still stop apologizing for having your life together. This is a great book for women who have money or women creating wealth or even women who want to create wealth for themselves. We are in this together. Let's talk more about how to build each other up in all facets.

Photographer: Jenna Peffley

Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska

VIEW THE FULL CREATE & CULTIVATE 100 FASHION LIST HERE.

Create & Cultivate 100: Small Business: Trinity Mouzon Wofford

Great ideas are just that—great. The real success comes down to the execution of said great idea along with a lot of hard work, hustle, and sleepless nights along the way. Just ask Trinity Mouzon Wofford. She was only 23 when she launched her wellness line, Golde and now it's stocked at Goop and Urban Outfitters and continues to fly off shelves.

The real beauty of Wofford’s success is in her tenacity. She didn’t let her age or her inexperience in the business world limit her, ever. In fact, these ingredients propelled her to concoct an unbeatable recipe for global domination—well, she’s working on the global part.

And it wasn’t an overnight success either. It’s taken years and “so much love and effort” to figure out how to turn Golde into something that is, in her words, “both fun and profitable.” Read on to hear Wofford’s inspiring career journey and let it be the motivator that helps you turn your idea into the next big success story.

CREATE & CULTIVATE: You were just 23 when you launched your own business, Golde. Can you tell us about your idea for the brand? What sparked it? Why did it feel different to what was out there?

TRINITY MOUZON WOFFORD: The idea behind Golde goes way back to me growing up in New York’s Hudson Valley. I was raised by a single parent with an autoimmune disease—my mom has severe rheumatoid arthritis. It wasn’t until I was in high school that she switched over to seeing a more holistically-minded physician and noticed a massive improvement in her symptoms. That got me totally into the natural health movement, and I decided I was going to be a doctor too. I was pre-med at NYU up until I heard from my mom that she had to stop seeing this doctor because she literally couldn’t afford it—and so I was left at this crossroads as I was finishing school about whether it made any sense to go into that field if it was still so inaccessible to the average person.

After college, I ended up working in marketing at a startup and really loved it. The final missing piece was my life partner Issey—his parents have a family business making candles and he really grew up in that world. Literally, he has memories of sleeping on a futon in the candle factory when his parents were working late. That really gave both of us the visibility into what it could be like to start a business together.

Ultimately, Golde came as a solution to my experiences as a consumer in the wellness space. Everything was either old school, ‘crunchy granola,’ or so ultra-luxe that it felt completely inaccessible to me. We wanted to create something that felt warm and fun and fresh—something that felt golden.

Running a business is so much more than having an idea, it's all about the execution. How did you turn your lightbulb moment into a thriving business? What has that journey looked like for you?

There was no one moment of arrival from ‘crazy idea’ to ‘functioning business’—it’s taken years and so much love and effort to figure out how to turn Golde into something that is both fun and profitable. When we first launched we were focused solely on turmeric because it’s such an incredible superfood, but we found that what people really loved about our brand was the messaging and the approach to wellness, and we felt like it was sort of a shame to limit that conversation to just one commodity. So in 2019 we really shifted our entire brand to speak more to the overarching superfood story, and the response was incredible.

“Being self-funded has made our team incredibly scrappy, and it’s pushed us creatively to lean on engagement and authenticity instead of a big budget.”

When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?

Being in business with my life partner makes those moments so much less painful. We usually make time every single day to go on a long walk around the neighborhood and talk through everything. It’s been scientifically proven that you make better, more creative decisions when you’re in a state of movement. You are literally getting yourself un-stuck. It’s a simple trick, but I rely on that heavily. I think also with experience you learn that hurdles are inevitable and to be expected. When I first saw challenges in my business, I would totally freak out and get emotional about it. Now I’m much better at saying ‘okay, here’s this problem, what’s the solution?’

You've achieved so much success, but knowing what you do now, what do you wish you could go back and tell yourself? What have been the pros and cons of starting a business at such a young age?

If I could go back and start Golde all over again, I’d do a million things differently. That said, I don’t think I would choose that opportunity if I could. Golde was built through the experiences of my co-founder and I figuring stuff out day-by-day, which is I think what makes the brand so unique and authentic. We didn’t pay some agency to figure out our identity, we just were what we were. I definitely wish there had been a little more business strategy involved at the beginning, but I’ll always love the fact that this brand was built out of passion and excitement, not just spreadsheets and market insights.

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?

Can you believe that we launched without a financial model? I’m cracking up thinking about this now, but when we first started the business was so small (like, me hand-blending the turmeric) that I didn’t even consider what our revenue goals were. I just knew I was charging enough to cover our (at the time, nearly nonexistent) costs and that I was having fun. Our first year was mostly just like that—hand making the product, selling it, having enough money to make some more. In hindsight, starting with more strategy in place would have saved me a lot of catching up in year two.

There are a lot of people reading this who are inspired by your story. How did you get retailers to start stocking your product? Were you told no? How did you handle that rejection? What advice can you share

With retail, we honestly got very lucky. Within a year of popping up on the scene, we had inbound inquiries from a lot of the biggest names in beauty and wellness. I think we really just timed it right. Big brands were looking to start stocking a wellness assortment, and they needed to find products that didn’t feel so ‘granola’ and also weren’t like $150. We fit that niche perfectly.

That being said, if I could do it all over, I would have been a little bit more selective on who we chose to partner with. We took every opportunity that came to us, which was amazing for forcing us to learn everything really quickly, but also left us feeling a bit unfocused at times. My advice for anyone starting out is to be very intentional with your business model—consider the pros and cons of DTC and wholesale, and how you want to enter those markets.

Being a founder is never a smooth path. What are some of the biggest lessons you've learned through the process of starting Golde? What have been the biggest challenges? Why?

Starting a business has taught me nearly every life lesson I’ve acquired to date. The biggest one is accepting failure. Being an entrepreneur is basically just a series of unending failure—you make the wrong projections, your production run goes wrong, someone’s not happy with your product. You can choose any of these moments to give up, or you can see them as learning curves that will prepare you for the next thing.

Talk us through the bootstrapping process. How did you self-fund your business? Would you recommend that route to other entrepreneurs? Why/Why not? Do you have plans to scale or raise? Why/Why not?

Bootstrapping our business has at times presented us with some pretty serious challenges. It impacts how much you can pay the amazing people on your team and what opportunities you can go after. I really, truly, do not regret saying no to investors so far. That being said, I do wish I had been a little more financially savvy when I made that decision.

When you’re bootstrapped, cash flow is everything, and I don’t think I was 100% prepared for how obsessively I needed to watch it. We definitely intend to keep growing, and we’re open to raising money in the future if we need it. That being said, I’m not interested in growth for the sake of growth. There are enough bloated organizations out there just trying to scale so that they can get their investors the return they need. I’d rather own more of my business and not be beholden to that game.

“Do whatever you have to do in order to get comfortable being in your numbers all the time—you seriously cannot avoid this.”

When you're a small business owner, you have to fall in love with the numbers. What have been some of the hardest money lessons you've learned along the way? What is your #1 money tip for small business owners? Why?

Oh, god, so many hard lessons. I’ve always been a pretty frugal person, but numbers seriously stress me out. I had to acknowledge and unlearn a lot of my bad money habits as Golde started to grow. When I had a regular salary at my last job, I didn’t have to obsess over budgeting to be comfortable and save money. When you have a business, money is constantly flying out the window, so you have to be relentless with managing your cash flow to stay out of trouble. My top tip for small business owners is to do whatever you have to do in order to get comfortable being in your numbers all the time—you seriously cannot avoid this.

Creating buzz so people know about your brand/shop can be challenging for small businesses. How do you market your business? How are people aware of your business? What are some unique social/marketing tools you've used to grow organically?

As a modern brand, we went the sort of unpopular route of really leaning into wholesale, which has been amazing for us. Wholesale is great because you get all this great visibility on the shelf, and you create brand trust by aligning yourself with established retailers. Early on we signed with Urban Outfitters and Goop, and I think both of those really legitimized us despite being so early as a brand. Just because we’re big into wholesale doesn’t mean we’re not obsessed with managing our brand story and experience. Social is a huge one for us, with a ton of our site traffic and awareness coming from Instagram. We don’t really do ads yet and we don’t pay influencers to talk about us—we just try to tell a great story alongside great products.

What has been the toughest business decision you've had to make at Golde? And how did you turn it into an opportunity?

By far, the toughest decision I’ve made so far has been to bootstrap Golde rather than taking investor money upfront. It meant missing out on a lot of opportunities to scale as quickly as possible. That being said, I wouldn’t change it for the world! Being self-funded has made our team incredibly scrappy, and it’s pushed us creatively to lean on engagement and authenticity instead of a big budget.

What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it?

Start asking questions—connect with founders you admire who are a couple of steps ahead of you. This is easier than you think! You just need to give people a reason to want to talk to you. Build that network of people who can serve as resources for you, and go from there.

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