Reinvention in Midlife and Building a Category of One with Cynthia Garcia

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It's a very different concept. People don't do it this way because again, I've made over a hundred million dollars and I still have less than 40,000 followers. So it's not about being undeniable and vi world famous. It's about being undeniable to the right people.

Cynthia, welcome to the podcast. Thank you for coming on.

Thanks for having me.

I'm so excited that we get to sit down. So I don't know if you know how I found out about you, but I had gone down to speak at Samantha Skelly's event.

Yeah.

And I got there after you, and everyone was like, oh, my God. Cynthia was just here, and she's amazing. And you know her, right? You guys know each other. And I was like, no, I don't know her. And, like, you have to know. Like, three people came up to me and said, you have to know her. Sent me home with a bag of product, and I was like, all right, well, I have to know her. So I literally just took that as a mission of, like, okay, well, let's get her on the podcast as soon as possible. Because three people said, I have to know you, so. And I'm. I'm already happy about it.

Oh, good.

And that's only been, like, 30 seconds.

I'm like, well, are you disappointed?

No, I'm, like, so happy.

Are you gonna go back to those people and go, what the were you thinking?

No, Already, like what? I want the outfit links. I'm already using your serum, which we're going to talk about.

Yeah.

So I'm very excited. So welcome. Welcome.

Thank you. You know, though, I had heard the same thing. So I was out to dinner with a couple of friends, Ann and Sean Stevenson. Oh, yeah. And I said, I'm speaking at this thing. And. And I. They had brought you up before because I think maybe Sean has worked with you or.

Yeah, we've done a few. I think we've done a few podcasts together.

Yeah, yeah, yeah. So they kept saying, you guys are so much alike. You should totally connect. And I was like, okay, so here we are.

I love that. I follow those now. Like, I just follow those little nudges. And I know you're starting a podcast.

Yeah.

What's it called again? I want to thank myself.

I'd like to thank.

I'd like to thank myself. I love that. It's very. It does. It does give Snoop Dogg in the best way.

You know, it's so funny everyone says that now, and I actually had the name before Snoop. But you know what? You know what, though? Snoop is Snoop, so I'm going to let him own it.

And I think it's.

I think it's amazing.

I think it's only going to raise. Raise it, because I literally brings. It brings, like, familiarity.

Yeah.

Of like. No, we all know what that is. Like, even social media is brought so much around.

Like.

No, I also really need to bring attention to myself.

It's important. And I think that we're in the day and age now, or maybe I'm just at the age where I feel like we thank everybody, Right? We thank our teams, we thank our parent, we thank the Academy, you know, and when's the last time you stop to thank yourself for not giving up, for the long nights when all you wanted to do was quit and somehow found a way through it for. You know, it's just like, for showing up day after day, year after year, because you had this mission, you had something to say, you had people to serve. I think that oftentimes we put ourselves last in that whole Academy Award speech, and I think it's time for that to change.

So you started.

Yeah.

From a. Like, a completely different background than where you're at right now. You could say that, yes. So tell me. Because I was reading your story, and I was like, this is insane. So tell me a little bit about your backstory.

Yeah. So I did not grow up in this world that we're in.

Today either.

Yeah, true. Which is. I read was looking at your story. You've come through some crazy stuff. Stuff. But I grew up in the Appalachian mountains where. Yeah, I know. If you've ever seen the movie Deliverance.

Okay.

Those were my neighbors and that was my family.

Yes, I understand that.

Actually, you get it.

My family was all in a trailer park.

Yeah. So that would have been an upgrade for me. My friend J.J. always introduces me. She's like, she grew up in a trailer. And I'm like, first of all, we have to start with that. And second of all, it wasn't a trailer, so. So we actually lived in a three room shack that had no running water. Yeah. We had an outhouse that we used. And I'm not that old. Like, I'm getting older, but I'm not that old. You know, it wasn't the 1800s. Um, and my dad was an alcoholic and did a lot of drugs. My mom was doing the best she could from a traumatic upbringing herself. And so we were very, very poor. I remember, you know, not only did we not have running water, but I would dumpster dive for clothes as I got older. I. And luckily the. The town trash cans were like steps from our home. So was the creek and this the Clinch River. And so we would bathe in that in the summer. Yeah. And so that's kind of how I grew up. And with those households, you know, where there's drugs and poverty and just trauma, it's often breeds the worst case scenario. And so went through a lot of abuse at a very young age. Physical abuse, mental abuse. Was sexually abused for the first time at age 5. So, yeah, it was quite a different world from what I live in now.

When did you get out of that?

It took a long time, as you would imagine, because there was no. I mean, I didn't ever see anyone in entrepreneurship. Did you like.

No.

You have family? Yeah.

No. I didn't even know that word.

No, I knew go to college and get a degree. And I was like, well, who the is going to pay for that? Like, how am I? I had no idea how to. How do you go to college? You're just go there one day and I had no idea and my family had no idea. And so I. But the time that everything changed for me was this moment. I had always known that I didn't want that life to be my life.

Yeah.

Because even though I didn't have people around me, I had books. Right, right. And so sometimes I'd find them in the trash can and sometimes we Got to go to the library the next town over. And that was fun. Or I'd get them at school, school, library, and I would see how other people lived. And I started taking notes from a really young age. I was like, wait, Nancy Drew does what? Okay, I'm gonna write that down. And so when I was in eighth grade, Lori. I'll never forget this sitting in class and this girl who I won't name her name, but I'll always remember it out loud in front of everyone as the classroom is really quiet. She said, what do you mean you don't have running water in your house? And it was like everyone just stopped and looked at me. And my little face is red, and on the inside, I'm just falling apart. And all I could think was, don't let them see you cry. Don't let them see you cry. And so my comeback to her, you'll love this is whatever. One day I'll have so many bathrooms, it'll take me 10 minutes just to pick one. I swear to God, this is what I said to her. That's when we come back. And I stalked out of the classroom, and I went straight to the bathroom, and I cried until I couldn't cry anymore. But I went home that day, and I became obsessed. I had a fire in me. Like she had thought she was going to put me on blast, but she lit a fire that burns in me to this day. Like, I tell. When I tell that story, I go back there, I feel it again. And I became obsessed with becoming that woman who had so many bathrooms, it would take her 10 minutes just to pick one. And so that's when I knew everything would change. And from there, it was just, what can I do? What can I do? What opportunity can I create? How do I get out of this situation? And just pretended to be my future self and took on any opportunity that came, you know, got a job at 13 that painted signs when I was 10 years old with my dad for a trailer park. Yeah. So true entrepreneur from the beginning.

And what was kind of the turning point in your. Was it later teens? Was it twenties? What did your life trajectory look at like, at that point? What were some of the interests that were coming up for you?

Yeah, I didn't have any. My interest was, how do I get rich? That was it. That's all I wanted to be. As a matter of fact, my friends had a Halloween party a few years ago, and they said, dress up as what you wanted to be when you were little. And I dressed up as a Black Amex card. Because I wanted to be rich. Yeah. But what happened was I was, like, maybe a few years out of high school, working a little job in a call center. Right. We call people and you collect money. That was super fun.

Fun. And I bet.

But I'm always searching the newspaper the help wanted, like, because that's how old I am. And I was always searching. And they. I saw this ad one day for a calendar model, and I was like. And people had always said, oh, you have a pretty face. And I was like, well, some people have a trust fund. I have a face. You use what you got. And so I went to this audition. I booked it got. I was like, Ms. June, it's a hundred dollars. I was loaded. I know.

Yeah, exactly.

And I thought, how do I do more of this? Yeah, this is great. And so that photographer said, well, you can work with me on this. And so I started doing these little shoots. $50, a hundred dollars, $200 on a great day. And then one day, he said, I know this photographer in Los Angeles. If you ever find your way out there, let me know, because he does some ads out there. And I was like, oh, it just so happens I'm going to be there in two weeks. Was not.

We're not gonna be there in two weeks.

Packed my little bag. I didn't have a suitcase. I bought one at T.J. maxx. Right. I know. So I go out. And that just led. One thing, led to another, and I started booking some shoots. Made 500, made 600. And so that's what took me to Los Angeles, was my face.

Yeah, yeah, yeah.

And what.

So what started?

Skin care.

What? Sort of the, like, obsession with wanting to help women feel good in their skin.

Rage. Yeah. Unadulterated rage. So on my 40th birthday. Yeah. I woke up. It's my birthday. I'm happy. It's my birthday. And I started getting these text messages. You know, there was flowers on the counter from people. That was nice. But the text messages started coming in. Some of them were great. Happy birthday. Me, me, me. But then some of them, Lori were like, happy birthday. It's all downhill from here. And I was like, what?

I got those. Yeah.

Did you get them, too?

On my 40th.

So I remember I responded to one and said, oh, that's cute. That's not happening to me. And you know what she said? We all thought that. I was like, what? So here I am. I've pulled myself out of deliverance, Right. I've now made really good money. I'VE helped a lot of people have sold over a million books. I think my skin's looking better than it did in my 30s, but now, because I hit 40, I'm just supposed to fade and be okay with that?

Yeah.

And I was like, absolutely fudgeing not. This is crazy. And so then I started talking to women like you, people who were just getting started, you know, and they said, listen, I don't want to look 25. I just want my outsides to look how I feel on the inside.

Yes.

And so when I looked at the beauty industry, because that's what we do, right? You have glossy, you like, you look around and you see, well, what are the solutions? And when I looked around, it was either eight anti aging products that were sold through shame, right? Using a 20 year old's face, or you could just age gracefully and own every wrinkle. And I thought, isn't there another option? Like, why are these the only two options? Can I not want to look 25, but just want my outside to reflect my insides, like. And so I thought, how can I fix this? And that's when I thought, well, I'll do what I've always done. I'll just rewrite the story. Because that's what I've been doing since a little kid. You know, I would walk into my bedroom with an old wood stove, and I would imagine that it was a princess bed with a big canopy. And like, I would. It was crazy. Like, I thought I was delusional. And for a while, I did think I was crazy.

But I would picture.

But I would picture a different reality. Like, we'd eat watermelon at my mama's house growing up because she grew it in the garden. Lori. I would pretend it was lobster. I didn't know what. Lobster?

No, rich people food.

Rich people food. But I was gonna. That was gonna be me, right? And so I've always rewritten stories, rewritten my reality. So I thought, I'll do that here too. And so I thought, okay, what if we rewrite the signs of aging by getting to the root cause of it? Because I kept hearing, skin care products don't work. They don't work. And I kept saying, why don't they work? Turns out we have these things called zombie cells. They're in our bodies too, but they're also on our skin. And they're not dead, but they're not alive. There's kind of. And then they infect the healthy cells on your skin next to them. And so it creates this dull, dry buildup of cells. That's what causes fine lines and wrinkles, diminishes collagen. That's the root cause. And you can't just exfoliate to get them off. And so I thought, well, how do we get them off? Right? And so our product that we ended up developing gets to the root cause of that by using the only cosmetically approved ingredient to get rid of zombie cells on your skin. So when you do that, all of your other skin cell skin care products work better. And then we put in everything that you need for aging skin to plump it up, make it glow, smooth fine lines and wrinkles. And we called the line rewritten because we also have a ritual that we do with it every day where not only are you rewriting the signs of aging on your face, but you're rewriting the story that you're told about aging. And so we have mantras, we have a podcast every morning that drops to walk you through your two minute ritual where you take a story that society has told you. Like, you become invisible as you age and you repeat a mantra as we lead you through your skincare routine that rewrites that story.

I love that, you know, it really. I. I was just. When I was hearing about some of the story, like, you're gonna be invisible now. I literally remember I had written, I think I wrote a post around the age of 40 that was like, is any other woman feel this way that, like, the best is behind you?

Yeah.

Now all of a sudden, it's like you're. You're just not being seen anymore. And I remember just like feeling that so deeply.

Yeah.

And having to make a decision.

Yeah.

Like, I. I had to make a decision that I was going to be seen and to like, figure out what that looked like for this next chapter of my life. And I can honestly say, like, after making that decision and you know, doing a lot of the things that you actually do with your skincare line and the mantras and the, you know, just, just really deciding, getting empowering things around making those decisions. Like, I feel like in such a different place, I'm like, no, this half is actually better. We can make it better.

Yeah.

Like, I know it's women in their, like, 20s and 30s. I know this is so weird to hear, but there is like a weird line that you cross where you actually love yourself more and you even can think that you're prettier now, even though maybe you can't ever imagine that there's something that you can rewire in your.

Brain as well, it's a hundred percent true. And listen, we will always look for. For evidence for what we believe, right? So if we believe that you become invisible after 40, you're going to find ways to prove that to yourself, right? It's called an evidence log. That's what I call it. And so you'll notice every time that you're not noticed, you know, you'll notice the men looking at the younger woman instead of you, even though there might be 10 other men on the other side of the street looking at you, you'll notice the ones who aren't. So I think, you know, it's been my experience that no matter what the story is that you're telling yourself, you can also rewrite it and find evidence that that story is true as well. And so that's really what we're trying to highlight with rewritten, even the way we name the products. Our first product is called show the Face up. Because every time you see it on your counter, I want it to be a reminder, like, let's not rewrite. Let's not tell ourselves the story that we're becoming invisible. Let's remember that it's time to show the face up. Right? So I think it's ultimately, it becomes a choice. And listen, there's no wrong choice either. Like, I just want to put that out there for women who are like, I kind of want to grow old gracefully. Like, do that. That's totally okay. I do not.

I do not.

And I'm looking for a solution to help, you know.

Exactly. I'm not in that boat. Do all the other things.

And I love it here, and I.

Love it, and I enjoy it. So if you don't enjoy it, like, I actually just had a call with a woman because I'm raising money right now, and she's like, okay, well, I'm so not into this type of thing. I'm actually, like, so. So, like, I hate it, but I love, like, what you're doing. And I was like, you. Like, I couldn't even understand her brain. She was so sweet and amazing, but, like, she's like, I haven't worn makeup for 15 years. I don't want to.

Yeah.

Like, because she. So what's interesting is that, though, in that, though is she has found so much value in her. Like, she loves herself, but she's found so much value in some other areas in her life. So it's actually a really fun conversation that was like, oh, it's okay to, like, see these two dichotomies of, like, No, I. She's like, do you really love doing this? I'm like, I love it.

Yeah.

Like, I love, like, beauty stuff. I just, I mean, I was like, you know, four years old with baby dolls, like, doing their hair like. No, this is like so fascinating to me. Like, yeah, the beauty industry of everything so.

Well, I just love beautiful things. You, I mean, I mean, you're beautiful, right? Like, of course you live here. No, it's just. I think it's a reflection of standards that you have for yourself. Like, I don't know how you feel, but I feel like how you do one thing is how you do everything right. And so if I can drink from a glass, I want it to be a really beautiful glass as opposed to a solo cup. If we were drinking from solo cups, this would be a very different experience.

We did that already, girlfriend.

Thank God we don't have to go.

Back to the parties we went to.

So those were the days.

Yeah, exactly. Okay, so this is a skincare line is like totally outside of what you've done before.

Yeah, I know. How are you? I.

Why am I like this? That's like one of the things that I wanted to ask you because I'm finding myself, you know, my. My world that. That's same with me. It was like a totally different world. And this is such a departure for me that I'm finding myself. People like, oh my God, this is gonna be so great. And you're so great at this and you're great at everything. I'm like, no, I'm not at all.

I'm not either.

I'm such a newbie. I'm in a lot of discomfort. I'm in a lot of pain. I'm actually in a lot of self doubt a lot. I'm really back to root of like trying to remember all the things that I did in the beginning to become successful in the beginning. Like, it's a full on flip your world upside down. I'm not sure why I did this at the age that I'm at right now, but I also know it's part of why I'm. I'm gonna love who I am continuing on and on. So I would love to hear, like, what was that decision point of getting into this? What were you in right before this? And what was the decision of getting into a physical product skincare line?

Yeah, well, first of all, can we just give credence to what you said? Because I think it's so important to honor the conversation that's not being had because I Think that people look at you, or maybe they look at me, probably more look at you and say, wow. Everything is just easy for her. Everything comes so easily. Like, she gets up, she has this beautiful podcast, this amazing business, this great marriage, and man, like, she's just on easy street. And I don't think enough. People talk about how difficult it is one to start over in your 40s in a brand new industry and wake up every day not knowing what the fuck you were thinking and also not knowing what you're doing. Like every single day feeling bad at everything. It's the worst. It's literally the worst. Especially for someone. And I feel like you're the same way. Maybe not, but for me, I like being good at things. Yes. And I've spent a really long time being really good at what I do. Yeah, right. Like so good I could do it in my sleep.

Same.

So to answer your question, like, I've run a health coaching school now for 16 years. I don't even teach in the school it runs. It's great, which is great because it funded it skin care line and I don't have to show up in it anymore, which is a beautiful thing. So it gives me more free time, but I'm really great at that, right. Certification. Like, I, I got this. I'm so good. Right? But something new like this, I mean, why did I go into the most competitive industry where there's a hundred products launched every day trying to do the exact same thing and I don't know anything about it, Right? Like, why did I do that? And I think it's because once that happened on my 40th birthday, I couldn't not do it. Like, I don't know if you feel that way about glossy, but I just thought, this is crazy. And I have a daughter, right? So she's 15. And I thought, I have got to rewrite this narrative. By the time she's in my position, I just, it breaks my heart to think that she would feel like at 40, her best years are behind her. And then just seeing the most powerful women I know buy into this narrative was just no longer an option. So I had to, I had to do it.

So tell me about the process. Because there's people who are in something and they're like, oh my God, I have this. I just had someone voice note me an idea yesterday and they're like, oh my God, should I do this? This feels insane. But like my whole body saying I should do it.

Yeah.

Tell me a little bit about, you know, when you Knew you wanted to do it and then what your formulation process kind of looked like. Because I think the biggest question that I get from a lot of people is they're like, how do you know who to formulate with? How did you know about your packaging? How did you know? I'm like, I didn't know. Like, I same before. This was before chat, like right before. So Google. I go, I. I googled everything. And I just like winged so much of this. It's scary.

Yeah.

So what did your process look like?

It's the same. Like, we didn't. I didn't know anything. I mean, I had. I had a physical product company before.

Okay.

So I knew a little bit about physical products. But the funny thing was, when we sold that company, I sold. Swore that I would never do another physical.

And what was that one again?

It was called SoCal Cleanse. Okay. It was the first and only for a long time certified organic detox program. Because I thought I saw these detox programs and that was part of my own personal journey. I had a crazy health story which got me into nutrition. And the core way I did that was through a detox. But as I looked around on the market, like, you satisfy your own needs, right?

For sure.

I thought, why are we detoxing with products that aren't organic? Yeah.

That aren't.

Make it make sense. And so I created that line because I was like, this is crazy. We have to fix this. But swore I would never go back into it. I'm like, I'm selling education, I'm selling information because of everything. I mean, I know, but tell everyone returns, like formulation changes, you can't get an ingredient. All of a sudden it's a out of stock. At the time, hemp was illegal here in the US and so we had to import it from Canada. So sometimes it would get stuck at customs. And we were waiting on this huge batch of. It was with just so much money tied up in inventory.

You're relying on.

It's the.

It's crazy because in products you are relying on so many other people and so many things to go, right. Cynthia, I can't even think about sometimes when, like my products getting shipped. I'm like, bless the truck, bless the driver, bless the road, bless that pothole, bless the person packing the bags.

Yeah. It's true, though. You really do. I think it is an ultimate lesson in giving up control, that and having children. But that's a whole other thing that we won't go into. But, yeah, it's hard. And I Don't know about for you, but I. The product that I started out with is not the same product. I ended up.

Same.

Really?

Same.

Yeah.

This was a light wine spritzer and non alcoholic.

Stop it. Mine was a CBD product.

So many red flags. There was so many. It was so much laws that I couldn't jump through the hoops.

Yeah. And legal.

I just drained my, like drained the accounts and legal fees that I was like, we got to.

Yeah, we got.

We're out. We got a pivot.

Cbd that was done. Yeah. No, so there were so many pivots. There were so many. I can't tell you, like, even down to manufacturing. We signed with a manufacturer. We came to the point where we had to. We were right there from suing them just to get our money back because they kept putting off the manufacturing. Turns out. And this is a big manufacturer. Turns out they were getting ready to file for bankruptcy, so they didn't want to give our money back. So. So luckily you got to be back. Yeah. And as you know, it's months to manufacture a product and then the tariffs hit.

Yeah.

I mean, it's just been one thing after another. But I think to your point, like, what do you. What do you do? I think you really have to love it. I think you just have to be like, I can't not do this. It has to be something that you're willing every day to just get punched in the face for over and over and over or you're not going to do it. You'll give up.

Yeah. And it is, it's. It's like kind of don't want to paint that picture, but that is the picture. But if you love it, you don't. You're gonna take the punches. It's like people who. Girls who. All of those memes that pass around and like where their faces are like disfigured from fighting. And I'm like, do you.

You just.

That. But you must just love it.

Yeah. You must.

I'm like, I feel that deeply. Like, I feel that way right now.

I don't look like that.

I don't look that way, but I keep showing up. Okay, so formulation process. You kind of just found your people figured it out. How were your. So for people starting, you know, maybe they don't have a ton of money, but they know they want to do it. Can you talk a little bit about like your. Did you go big with your minimum order quantities? Like, what was the risk you were kind of willing to take in the beginning or did you play it a little safer? What does that look like for you?

Yeah, I. I don't. I'm not good at safe. Me either. I'm just not good at it. And. And I wish I were. Yeah. I really do. No, we went big. We. We were like, if we're gonna do this. And they make it so enticing, don't they, to go bigger?

Yeah.

They'll be like, well, for a hundred bottles, it's like $20 a bottle. But if you get a thousand, it's like 50 cents. Yeah. Not really, but you get it, right?

Totally.

Okay. But then they're like, if you get 25,000 and you're just like, okay, well. And I knew that I was in it. Like, I knew I was in for the long haul. And we'd invested so much that I almost needed to go big and needed those price breaks. Just trusting in me and God in the universe and whatever, that I would be able to sell it to make back the money that we had invested and lost up until that point. Do you know what I mean? You get it, right? It's all.

I get it. I think I'm on my third purchase. Like, third. This last purchase order was, like, Took my breath away.

Like, yes.

I was like, well, we're really in it. So in there, it's real. It's. It's real accountability, though.

It is. But you know what? That when you're backed into a corner, that's the way I am. If you back me into a corner, I will fight my way out. Right. I think most entrepreneurs tend to be that way. So I knew if I put myself in a situation where I had just so much to lose, which is, by the way, that's another thing that people don't talk about when you're starting a business, when you're in your later ages, over 40. Right. Is at 28. It was very different at 48. Like, I have private school to pay for. You know, there's mortgage, there's aging parents. Yeah. There's perimenopause, and you find your phone in the fridge for no apparent reason. Like, there's so much more to lose. In my 20s, I was just. Just broke. There wasn't much to lose. And so it's not only scary because of the money you put in or the number of times you get punched in the face, it's scary because if you lose it all and have to start over, like, yeah, like, where am I going?

Am I going to my friend's house to sleep on the couch? And like, the reputation I worked so hard to build. Am I going to be able to start something again after this? Or is everyone gonna not trust anything I do?

Right.

It's. The stakes are super high. And I think. I think people look at it and they don't realize that at all. And I. I don't want people not to start because I'm just thinking of.

That right now, like, at all turned.

Everyone off because literally, here. So here's where I'm at, though, now. In my. In. In. Where I'm at now. I've been in the. In. I've been to that place because I. People need to know that exists. Because I was in that alone for a little bit and I was like, is anybody else feeling this crazy? Like, I. The stress was like, am I going to get an ulcer? And I'm not even kidding. Like, at the cost of. Is this going to be at the cost of my health? And so now I'm getting to a place where I'm like, okay, if this doesn't work, which I never do this, like, I don't give myself a plan B. But I do. What I do have to do is go, can you live with worst case scenario?

Yes.

And so I have to go visit that. And I'm like, well, you know, if I'm being really honest, like, my life was feeling uncomfortable because it was too easy. Like, you even said it yourself. Like, you become really good at. I was so good at things that actually I'm not challenged at all.

Yeah.

And I did an exercise a couple years ago, and it was like, I wrote down, like, what actually makes me happy. And challenge was like one or two.

Yeah.

And when I'm not challenged, I don't feel, like, very fulfilled or happy. Because challenge is learning.

Yeah.

Challenges growth, challenges forward movement. It's progress. And even though everyone listening to this thinks that you are trying to get an easier life. I woke up in an easy life for quite a few years, and it was the most depressed and anxious I've ever been.

Yeah. Yeah.

Because I just didn't have that, like, that pull in that thing that pulled me out of bed every day.

It feeds you, you know. And I had a therapist years ago, and I was talking about entrepreneurship and just like, what I was going through then. And she said, well, you know, because of your traumatic childhood, which we all have to some extent, let's be honest, she said, you're actually really well equipped to handle a lot more stress than the average person. Have you heard this or read any about this, like, I haven't read it.

But I put it together.

Hi.

I was like, I think because I went door to door and preached about the Bible and got rejected with shotguns that I'm actually like, oh, that's cute. You said no. Yeah. You said no without a shotgun. Cool.

This is so much better than what I'm used to. Yeah. So I think I'm just like predisposed to that. I do think it's a gift, what I went through. I think it's a really great thing. But I also think it is important to talk about the flip side. Right. So. Yes, it's harder. Yes, there's more at stake. Yes, there's so much more to lose. Worst case, you'd be fine. Let's admit, you would. But the other thing is the good things about it. I am so clear on who I am now and exactly what I'm creating. There's no wishy washy. I make decisions easily. I know where to put the money. This is not my first time at the business rodeo. So if worst case scenario happens, I know exactly how I would come out of it. I protect my time more fiercely. I negotiate way better. Right. It's a funny story. So I divorced and remarried, but my. When we were running a business before, it was my ex husband, the SoCal cleanse with my ex husband.

Oh, yeah.

Okay. And he used to get onto me all the time because he's like, you're. You have the worst negotiating skills. Like, you. You gotta negotiate. You gotta like tell them you're not gonna pay that they need to deliver on this time. And then Lori, when we got divorced and we were going through that whole thing, he said to me one day, he goes, you're so much better at negotiation now.

He's like, dang it.

Yeah. He's like, damn, I wish I hadn't coached you.

So he trained his opponent.

Yeah. So a master negotiator now, right? Yeah. And it's just. I know, I know what matters. I know what my standards are. And so there are a lot of ways it's easier now since.

Oh, yeah, yeah.

You get.

What would you. What would you say to the person who is, I mean, in there? I guess it doesn't matter. The woman who thinks she wants to start. Did you have any questions that you asked yourself or things that you tuned into to be like. Because there is the. There's the kind of the all in moment.

Yeah.

Where you have to be really self evaluating and asking a lot of questions. Mine, Mine took like a year yeah. To fully decide.

Yeah.

What were some of the things that you went through to get yourself to the 51 plus percent.

Yeah. So mine was not. I immediately thought it was crazy. I immediately said, I have to do something about this. Immediately I thought, skin care. Okay, define this business. Immediately I thought that. And then immediately I was like, that's the dumbest idea you've ever. There's just. No. It's a hard pass because like you said, I was comfortable. I was. I did not need to do this. Right.

That you knew was coming. Yeah, yeah.

And I knew because I'd been in the physical products, remember? And I said, I'll never do this again. I said that, Lori. I said it. And so I really resisted. I did. And the universe has a really funny way when you're meant to do something of saying you're doing it. Whether you like it or not, you're doing it. And so little things was happening. I was really anxious, didn't know why. I was really unhappy and unfulfilled. And I would see the businesses doing well, and that was great, but something was missing. And I would see ads about skincare and I would constantly see what was wrong with them. And so it was a gradual process of looking at and evaluating. Um, and that went fairly quickly, but it took eight years to launch the product. Part of that was changing what the product was. Part of that was manufacturers that didn't work out, formulators, chemists, everything that didn't. That we tried, that didn't work. Part of it was that. But the other part was me dragging my feet, waiting, wanting to be reassured, you know, just. Just having to step into a brand new identity that was physically uncomfortable for me. Like, right before we launched, I remember you talked about, like, physical things before and the stress and the anxiety. I was having heart palpitations. Now, I came from the health and nutrition and fitness industry, you know, similar to you. And I thought, I'm gonna have a heart attack. This is destroying my health. And I went and had a scan and I was like, this is going to be it. They're going to say, you can't do it. And my doctor was like, nope, 100 clear, zero blockage. And I was like, what? So it's just a mental thing. And so it really was just in working every day on rewriting the stories, embracing the new identity, one foot in front of the other, and then doing everything before I was ready.

Let's talk about the. The actual. If you can show, share some of the, you know, you had to rewrite an identity. What was that identity for you? Like, what was the fear that took the eight years? And then even around if you can go back to thinking about, like going into the doctor, why do you think that you were under that stress? Like, what were the actual thoughts that were going through and how did you work through that? I talk about the importance of sleep and reaching your goals all the time on this podcast, but I also know that you're probably wound pretty tight like I am and you might have trouble transitioning from your daytime to your nighttime. So I added something that I absolutely love because, you know, skincare is a big thing for me in 2026 and I love Osea's Dream collection. It's really helped change that for me. 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Hiring do it the Right Way with Indeed for anyone that doesn't know me, I have started a lot of businesses and I will tell you that every single one came with so many worries and so many fears. It can be really terrifying because there are so many questions that you don't have the answer to. What if no one listens to my podcast? What if nobody buys my products? And I am so grateful that I have started all of them, especially especially glossy and that I believed in the launch of my products because despite all the fears and hesitations, it also helps when you have a partner like Shopify on your side. And Shopify is what I use for glossy so you can get started with your own design studio. With hundreds of ready to use templates, Shopify helps you build a beautiful online store that matches your brand style, accelerate your efficiency. 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Known as a lot of things. A founder of this really successful health coaching school, a best selling author, a celebrity nutritionist. I was the official nutritionist for Revenge Body with Khloe Kardashian for all three seasons. Had worked with a ton of big names, had done every TV show, been in Forbes, been in Vogue, done all of the things, lot of identities. But this identity of being a skincare founder wasn't one of them, right? And a lot of it was my ego because I thought, well, what if I'm not good at this and what if I fail? And then what will they say? You know, kind of like what you talked about earlier. And I'm a person who, I don't give a what people think about me, right? And I've been that way for a while. I wasn't always that way. Like I was used to be really insecure, used to be a people pleaser. So this really messed with my head, right? But I didn't care what people thought because I was so sure of who I was. But now that I'm switching my identity, all of a sudden that came back. And if I fail, I mean really, like I'm known for coming from extreme poverty, taking a bath in a creek because we didn't have running water, to making over a hundred million dollars. And what if I lose it all? You know, like what? What? And that was really hard to stomach. That was very scary. I was all caught up in this old identity of being good.

Oh, I mean it's an ego death. I, I'm.

Oh my God.

I mean, I'm literally fully. This company has made me go through multiple. For sure. I, I'm fully in one right now.

Like same, fully same.

Waking up in the middle of the night just like. But it's all, it's all ego.

But aren't isn't a Little. Because. Okay, same. Still having the heart palpitations. Still having him. And every day you think it's all going to end. I'm going to be broke and living in, you know, an apartment in whatever. But aren't you also a little bit excited?

Very.

Right.

It's just when you're in the eye of the storm sometimes, and I know the eye of the storm can. Sometimes they can last long, sometimes they can be really short, sometimes they can come and go. The thing that I think I want people to know is if you're gonna do something big, you're gonna be here. I've been here before. You have been here before?

Many times.

Like, I woke up last night and I'm like, oh, here it is.

Okay.

Been here before.

Yeah.

Okay. How do we, you know, what are we thinking in our head right now? Are we thinking worst case scenario? Okay. How about one of the things that's really been helping me is I'm like, okay, how about if everything works out okay? How about. How would I be feeling in my body right now if I really believed God had the plan already?

Yeah.

And I, like, noticed. I just, like, totally let go. And I was like, oh, interesting. And of course, then you tense up again five minutes later, and then you say it again and you go through that process, and like, these are such. I already sitting across from you, already feel like I know so much about you just from everything that you've said. And also, I recognize so much of myself in you.

Yeah.

And we don't get to know the full potential of the undeniable women that we are both here to be and that we are striving to be, and that by the end of our life, we want to look back and say, we did it. We don't get to meet her or become her without these moments.

Amen.

And it's. It's like that's what I have to keep remembering is an easy life. I just. Then I just put what I did, and, you know, I'm happy with the challenges in the past, and now everything else is just kind of reflecting back at what I did.

Yeah.

And I don't want that.

Yeah.

I want to always be wrapped up in what I'm doing.

I talk about this with my husband a lot. I don't. I don't want to be the football player who peaked in high school. And now that's all they talk about with their friends, about how they went to the state championship. Do you know what I mean?

For sure.

Yeah. My husband and I talk about This a lot. And the reason I bring up excitement earlier is in those moments at night, why is it always like 3 o' clock in the morning? 3:30, I wake up and it's like, well, did this thing get sent out or did I like, oh. So then I do some shots of. No, I don't. I thought about it, but I haven't got to that point yet. But I think for me, it is constantly rewriting the stories and it's flipping the script to where I look at all the things I'm really excited about. You like, yes, these things may be true, but what if, like you said, what if the best thing happens and I see the excitement for the woman getting the product or for remembering who the fuck she is and being like, yes, 40, 50, 60, what a number. You know? And I think about the confidence and the power and what she'll do in the world because of that and the lives that she'll touch because of that. And then I get, you know, I get selfish. And I think, I can't wait to be in Forbes for this product. I can't wait to, you know, have the money and take care of my daughter and just have this life set up for her. Because the intention is very much to sell the company we're building it to sell. And so I think about the exciting parts and I'm just learning to rewrite the stories and to just play. Like, when I was younger and more inexperienced, I thought all these negative thoughts were just horrible and I would try to stop them. And I realized that we all have this storyteller in us. Like, I named mine Rosemary. Rosemary's baby, you know, literally the devil. So I. She's Rosemary. And Rose, she'll say the craziest shit to me at 3 o' clock in the morning, I'm telling you. But I just talked to her and I say, rosemary, listen, I know you've been through some shit. We've been through some shit together, but things are actually okay now. And I'm feeling pretty good about this, so I'm gonna just let you go. And I know you're here to kind of look out for me and keep me from doing the crazy shit. But I got this now, so thank you. And you. You have to stop. Get some sleep. You gotta stop, right?

Yeah.

And so it's just more of this playing and connecting with that other part of me, that scared little girl who's afraid of losing it all and going back to the dumpster days, you know, And I'm finding that to be Comforting. Yeah.

I think, you know, you're just bringing some things up for me that people even around who've had some trauma, and like you said, everybody has had it, and we're also all human, so we're deeply, obviously wired for survival.

Yeah.

And so when you're coming out of a situation where your family was survival, but they weren't survival, they. You're where you're actually fleeing from what should be your survival. And I feel like you and I probably got really good with people, and what happens is you. Then you think that people liking you is your survival.

Yes.

And so when your reputation is at stake. Now I'm.

I'm.

I'm unwinding. I'm untangling the necklace, as one of my really close friends says, of, like, my belief that if people don't like me, it's like my survival is threatened deeply.

Yeah.

And so I think that's what I'm. That's the identity I'm untangling right now is that I've worked so hard to build up a reputation where I'll be safe, because if my reputation is high, then my safety is high.

Yeah.

And so I'm all in on something that could take my reputation down for a hot second. I don't fully believe that.

Yeah.

Some people will be disappointed, you know, if that's something that would happen. But so many people don't even notice.

Like, do you know how many friends.

I've had whose companies have tanked or they've lost millions of dollars? And it's. It's like everyone forgets it.

Yeah.

Especially men. I'm like, I was read so many biographies where I'm reading Burn the Boats right now by. I think it's Mark Higgins.

Yeah.

And he's like, yeah. So I lost $260 million, and then I started this other company, and now he's like, a billionaire. And I'm like, but tell me more about when you were losing the money.

Who gave you more money? That's what I want to know.

Yourself. Who gave you more? How did you come back? Like, those are important things, or women are never gonna go for it.

Yeah.

So I actually love this conversation because I think they need. I think more of us need to know. I think women are not going for it, and we're not getting the confidence for it because we think we have to win on this one.

Yeah. I agree.

And men do not feel that way. They're like, it might not be this one. It might be my third one, but somehow someone's gonna give me even more money. And I'm like, how can I get a. Like a brain transplant from whatever you have going on up there.

Yeah.

And I do think it is, like, detaching a little bit. I think we're so attached, like, detaching a bit from, like, what we're doing and knowing it's important and that it's a dream and we can go for it, but kind of detaching from this, like, belief that we're not going to be good worthy or okay.

If something fails, it's so good. I think it also is getting clear on what you're attached to. Right. So yours is people liking you.

Yep.

I'm just thinking about this now because I don't. I've never said this before. Mine is status slash respect. Because it's the one thing I didn't.

Yeah. I didn't get that.

You know, I was made fun of and bullied and because of the way I looked and dressed and smelled all the things. Yeah. That's really important to me. So if I fail and people don't respect me, shatters my identity. Yeah. And the money, you know, because that was the other thing. I think I know. My biggest fear, more than even losing respect, is losing money. It's losing everything. Again, not that I really believe this, like you said earlier, but it's that. That's. I think it just drives me in some might say a very unhealthy way, but I just won't ever go back there. I think there's just something in the mindset of people who come from poverty who will do whatever it. It takes.

Never go back.

Not. Yeah. And there's not a. I'm actually good now. I have enough. It's never enough.

Yeah.

Which is, I know, crazy and doesn't feel good to say out loud, but it's true.

Yeah. I think it's just people aren't saying it because it's a big driver to never go back. For sure. Yes, I might. My parents went through bankruptcy when I was a kid, and I was like, yes, I feel that deeply. Okay. I want to hear about the Undeniable audiobook.

Yes.

People are loving it.

Yeah.

And then also within that, you talk about the living brand.

Yeah.

And we were just saying, like, it's 20. January 2026. It is a very different time. I watched everywhere. We work with a lot of entrepreneurs. We have multiple businesses. Everything changed last year. Everything. It's changed. It's very different right now. So let's talk about living brand. First year Audiobook, though.

Yeah, yeah. The audiobook is called Undeniable. And I made it free because I just think people need it. And it's a different take on what most people are doing. So I saw that, too. Also had a lot of friends who said, I had my worst year ever. The world changed, of course. Business changed. Like, of course it did. And a lot of people are struggling. You know, now there's Chat GPT. Nobody wants to buy a course anymore when they can get it for free on YouTube or chat GPT or whatever. And so I think it's a very different world that we live in. And I hear people talking about building a personal brand, and I think, yes, that can be true. But what I've always done is built a living brand, and it's a very different concept. And I realized as I'm talking to friends just like you who were going through this, that people don't do it this way. And so I thought, okay, let me put this all together and show people how to win, because, again, I've made over a hundred million dollars and I still have less than 40,000 followers on Instagram, right? So it's not about being undeniable and viral and world famous. It's about being undeniable to the right people and how do you find that and how do you stand out? And so when we talk about a personal brand, we're talking about you, right? We're talking about Lori and how she's smart and she's funny and, you know, she has this knowledge and she brings these things to the table, and she sells things based on her. She monetizes herself and uses her audience to do that. And that's great, but you hit a limit with that, and now you're trading, you know, dollars for hours and hours for dollars and all of the things. And so a living brand is different. A living brand is where you actually become proof of your transformation. Like a personal brand. It is who we are, but we also create it, right? The colors we pick, the logo, we pick that I help X do Y so that Z statements. But a living brand is where you are literally living proof of your transformation, right? And that's what people buy because they see you living it and they know you can give it to them. So the way this came about for me is I started over 20 years ago in the nutrition business. I had gone through a crazy health struggle, found my own way through it, thought, I want to help other people with this. But when it came time to brand myself as a nutritionist or A nutrition coach. I lived in Los Angeles, and there was a nutritionist on every corner. And I tried to price myself competitively. I got the credentials after my name. I tried to write the fancy bio in third person so people would take me seriously, right? And it didn't work. And I was struggling, and I was broke, and I was like, what do I do? How do you stand out? And I think a lot of people today are going through that. And so I had a trainer friend, and he called me one day and he said, hey, I'm with a client of mine, just this really wealthy client. And I. She's looking for a nutritionist. She's talked to a lot of people, hasn't found anyone that she liked. I told her about you and your story. I showed her your website so she could see you and what you look like, whatever. And she wants to meet. Can you come and meet with her? And I was like, yes. Like, literally, anytime, any place.

Yeah.

And so I go there, and it's one of those really nice buildings on Wilshire. And I walk in and the concierge there, and he takes me up on the elevator. It opens on her floor, right? And I get out and I rehash my story to her. Just tell her. And she said, that's exactly what I've been through. You've done it. I want you to help me. And I was like, great. And she said, amazing. You're hired. Where's your office? I didn't have one. I didn't have an office. Yeah, I was like. Like I was meeting people at the park or at a Starbucks. Lori. I was the worst. And so I said, oh, I actually don't work that way. Thinking. Come up with something brilliant.

Yeah.

And so I don't work that way. I said, I actually do this. I come to you, and that way I can see, you know, your kitchen and your supplements and how you're living. And it's highly, you know, personalized. And I created. And she said, I love that. Is that an extra cost? And I said, no, it's included in your rate. I had no idea. I'm literally making this shit up as I go. And she said, great, well, what's your rate? Oh, so I know, like, just give me five minutes. But I look around and I'm like, if I tell her, she's going to think I'm a joke, because I've been trying to compete at the lowest rate, right? We compete on price. And that's a quick race to the bottom. And so I 4x it and told her and she said, amazing. Can you come tomorrow? I was like, I can. So later I'll make this short. And later my friend called and he said, that was great. Like I have other clients that would hire you. And then he said, like, what do you call this? Like what, what is. How do I describe it? Because you do it differently. And I remembered walking into the building wanting to be on that and I said, concierge nutrition just made that shit up. The point is I was a living brand. I became proof of my transformation and I told her my story and that's why she wanted it. But then I created a category of one. I made up this term called concierge nutrition.

Yep.

And I was the only one doing it. And I positioned it for people that I wanted to work with. People who could pay me, who could pay me really well. Who wanted the thing that most people didn't have access to. Access to. Right. And who wanted that special high touch service of me coming to them in a city like Los Angeles. And it crushed it. And so that's the difference between a personal brand and a living brand. It's creating this category of one where no one competes with you. Now the way this plays out is that method of nutrition that I created, I coined that transformational nutrition and then later created the institute of Transformational Nutrition. And that's my health coaching school. So that's what's funded everything. I don't work in that school very much on a day to day basis and haven't in years. So a personal brand, you're monetizing you a living brand, you're just the living proof that you can get the results. And then you have this method, this IP or this product that can then be sold independently of you.

I love that.

Scalable. Does that make sense?

I. So some of the things that I've been most successful in is because I'm like, well, that's what I did. I was, I was the living proof of this network marketing company that I used. And then I got other people, I got the clients who then became more proof.

Yeah.

And it just, it took off of a life of its own. Truly is what ended up happening. Because it was so in me. It was like something. So it's like how your skin care is now. It's just who you are, it's in you, it's what you're creating.

Totally.

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With Brevo and Aura it's always important to be clear over clever, clear over cute. Like I see a lot of things, I see like champagne clients. I'm like do they buy champagne? Do you meet up and drink champagne? Do they pay you to drink champagne? I don't know what that means, right? It's really hard to to distill that. So I think naming is super important. I think it's really important to be clear. I also think that this idea of trying to be better is a quick race to the bottom. You cannot keep trying to compete to be better. You have to be different. And that's one thing that I see is that I see people creating personal brands. And you can't create a personal brand. You discover a personal brand, right? It's just in you. It's who you are. But when people create these personal brands instead of being a living brand, they just end up looking like everybody else. Everyone's using ChatGPT, everyone sounds the same, everyone picks up on the latest term of the moment and they all start to use it. It's all the same language. They dress the same, they look the same. And that sameness just makes you invisible, right? Which is with undeniable. It's like you go from invisible to impossible to ignore. So, yeah, it's just a much bigger opportunity that people aren't latching onto.

So how do we. Tell me just a little bit about the process. So you're like, you know, if you're creating a personal brand that looks very much like you're picking your colors, you're choosing what you're going to talk about. Oh, you keep on. We keep saving these reels because we're like, yeah, I'm going to talk about that now. Because they're talking about that, and that has lots of likes and all of the things. How do we create from within rather than consuming?

Well, that's. That's exactly it. You create from within. Right. So I'll give you a couple more examples because I just think they illustrate it so well. So I was speaking at, like, a closed group, women entrepreneur events, I guess, about a year and a half, two years ago, and I spoke about how to create a certification, because people are like, courses aren't working. I want to create a certification. I'm really good at it. I've done it now for many years. I made millions of dollars doing it. It's a turnkey process for me. So I spoke about it. I gave them the steps, and I said, if you want, I can help you do it. And somebody said, how much? And I threw out a number that made sense to me. I closed $250,000 in an hour with no sales page. And the program wasn't even named. Not because, like, I'm just amazing or they were desperate, but because I was living proof. I am certifications, it's what I'm known for. It's what I'm done. So people want proximity to someone who's done the thing. Like, you're the expert on it, right? So I'm coming to you. An example is, you know, Kylie Jenner decided one day that she wanted lips. So. So she didn't get lip filler, she got lip filler.

Right?

She did the thing, and people are like, that's amazing. Like, what colors? How do you line them? This is great. So she launched a lip kit, and it sold out because, of course it did. Because this is what she was known for. Kim Kardashian and love them or hate them. Yeah, you can't deny them. Right. Which is the core underlying of being undeniable. Like, love or hate, you can't deny. And so Kim was always. It was her figure that put her front and center. Right. Her shape she would get photographed with her Spanx showing, and she didn't make any secrets about that. So when she launched skims, people were like, of course. Yeah, of course. She wears. Yeah, of course. So juxtapose that against something like, same family. Kendall. Right. Kendall Jenner launches a tequila company. She wasn't known.

Yeah.

For tequila. Like, we didn't see her throwing back shots. I mean, look at her. She looks amazing. Like, yeah. Would never drink. Right. The sales haven't been near what the lip kids or skims. Right. It's a very different thing. And so that's. That's a key difference and a key illustration of being a living brand. Like, Jennifer Lopez creating a drink company, like a spirits company, just tanked because she had always spoken out against drinking. So it's like, wait, doesn't you see what I mean? Living proof of the thing that you're great at. And some people don't even know what that is. And so they go out and try to create a business instead of just becoming the thing that they do effortlessly.

Oh, my gosh. It's. Are there. In. In the book, is there exercises that you do or is there ways to figure out what that is? Because some people, really, they have great things about them. Even me, sometimes I'm like, wait, what am I great at? Oh, gosh, because you do it.

Yeah.

You don't realize people would want that from you because it's just a part of you.

Or even if you do think they want it, you're like, man, seems too easy. Right? Like, I've been obsessed with. I've treated my skin like it's an Olympic sport for years. Right?

It looks that way.

Thank you.

Like, it's flawless. I'm like, money.

It's my skincare. Actually, a lot of it is. But I would be around friends, and they would just want that. And I would be teaching business or you know, the important. They're just staring at you, and they'd be like, what do you. Like what? Primer? Do you. Whatever.

And they're like, I know you're talking about something else, but I can't stop staring at your face.

I was like, what's this ingredient? It's this ingredient. And then you do this thing. But that was so easy for me. Right? And so then the birthday kicked everything off. And I was like, okay, clearly, I'm going to do this. So then I did it, thinking, okay, but will they actually buy it? And then we sold out our first run in under 48 hours.

So it's like, so Affirming in the best way.

No, I was so nervous. Yeah. Like, I was so scared. We opened cart and I was like, like, sweet Jesus, don't fail me now.

Like, people, people. You don't know. Even though she has this class, you don't know if you're gonna get four sales. 400, 4,000. You don't. There's no way to tell.

You can do.

You can do the list building. You can do a wait list.

Yeah.

And you still don't know.

But that's the other part. Right. And why I didn't take it seriously, because people would say, your skin looks great if you bought. If you had a product, I'd buy it. So then when I created the product, I was like, would you really? Exactly. Would you actually, though? Because again, it comes easy to me. But would you actually pay for it? And they said, yeah, yeah, yeah. And so you don't know until the cart opens. And then when they do, you're like, oh. And then you're like, I've been making things so hard on myself. I could have done this from the beginning.

Yeah.

You know, so.

Yeah. Okay, so tell us more about where we can get the product. But even, like, I just want to dive deeper because I want you to remind, like, I. I'm using it right now. I love it, but I love learning more so I can make sure I keep using it. Okay, so I'm killing my. I'm killing my zombies.

Killing zombies.

And what else is that doing? Can I use it as a moisturizer? I know I asked you that because I don't, like, I'm not really a serum girl. I told you that. Like, I'll try them. And I'm like, I don't really love it. This one's sticky. This one doesn't feel very hydrating. It just feels like water. But I really love yours because it almost can. It almost feels like it's a really light moisturizer to me. Hopefully, that's okay to say, but that's what it's doing.

Yeah.

So remind me why I need to be using this every day.

Yeah. So. And that's a lot of what you're saying is exactly what we designed it for. And we also designed it for busy women because I don't know about you, but I had, like, again, Olympic skin over here. Right. So like, 12 step skincare routine. And so we wanted to make it really simple. So the first thing that we wanted to do was get rid of the zombie cells. Okay, great. We did that. Then we wanted to Add in ingredients that moisturize, because as you age, your skin starts to get drier. Everything starts to get drier. And so we wanted to put in some different molecular levels of hyaluronic acid, pull in the moisture, and lock it in. We also know that your barrier starts to be destroyed as you get older. Collagen starts to break down. So we put in barrier support for that to lock in all the moisture to protect that glow. Right. And then some really functional things, like as you age, and really at any age, but especially as you age, your skin gets drier and starts to kind of sloth off, and that can cause adult acne. So you put a salicylic acid in. So essentially it is a four in one product replacement. Yeah. And we formulated it so they all work together, which is really key, because if you get different products from different lines or even the same line, they're not manufactured to work together, so they're not balanced. So a lot of times you can actually do more harm than good with different ingredients that you're pairing because you don't know how they interact with each other and on your skin. Okay, Right. So that's why we formulated to really be an all in one. We have a makeup artist who are using it as a primer for makeup. Moisturizing, like you said, is a big thing for customers. Yeah. The glow that comes from within, which. Which is this unique blend of oils that we put in to really soothe the skin is another reason, so.

Well, I'm so excited because I am. I. I'm an easy skincare girl. Like, it's got to be easy.

Yeah, same.

Oh, my gosh. I have so many other complicated things in my life, and, you know, I'm, like, really into body and fitness that I'm like, this has be to. To be easy.

Yeah. And it's also very clean, which we don't talk about because I feel like that's just table stakes now. But it's very, very clean. You can put it through the, you know, ingredients database for clean cosmetics, and we come out on top, so you don't have to worry about toxins or. We made it very safe for hormones. So if people are on hormone replacement therapies or again, at any age, it doesn't interfere with that. So. So we made sure to really test all of the angles and think about the bigger picture when it comes to your whole person.

I love it. It feels really good. The bottle is beautiful. It even looks beautiful. Like, the product, the actual product is beautiful. It's just a really. I will say it's I get so much skincare stuff because when I go to events and do you just my closet, and we have a lot of we work with a lot of people, so they give us a lot of stuff. I will say, like, I have been using yours, and I really love it, and it looks beautiful under my makeup, so I'm grateful. So, you guys, we're gonna put this all in the show notes so that you can I've linked the product below so you can find it super easily and that you can go follow. But thank you so much for coming on the show.

Thanks for having me.

Yeah. Such a fun conversation. I feel like we have so much background in comments, so I appreciate you.

Yeah, thanks for having me. I appreciate you.

Absolutely.