126: 8 Figures by the Age of 26 with Josh Snow

Hi, I'm Natalie Jill, fat loss expert turned high performance coach. When odds are stacked against us, how do we shift and create everything from nothing? How do we level up when we aren't feeling it yet or we've had a big setback. On this podcast, I'll be talking to some of the most inspiring and courageous men and women on this planet who at their worst learned how to achieve success greater than they ever dreamed possible. Leveling up and creating everything from nothing. At the age of 13, Josh Snow's parents were facing a recession like many others in 2007. But instead of Josh as a kid taking on scarcity, mindset, victim mentality or ignoring, he became an entrepreneur. While maintaining straight A's and playing sports. Josh used the free computer at the school library to to learn how to build websites that led to clients and then to one special client tip that he should learn SEO and Google AdWords so he can create residual income. Josh's curiosity was piqued. He studied, he obsessed and he became the best at it. He made his first million before even finishing college. But Josh, he was determined and hungry for more. So he dove into affiliate marketing and eventually his own tooth whitening brand, Snow Whitening was which is now approaching nine figures in revenue at 26 years old today. He is also now an active investor and in philanthropist that gives back to deprived communities. He's also himself a multiple 8 figure earner. Listen in today and learn exactly how Josh Snow leveled up and created everything from nothing. Today on leveling up. I am so excited to talk to Josh Snow, y'.

All.

He is. First of all, he's 26 years old and at age 26 he is responsible. He has created close to a billion dollars in the online media space in the beauty industry. Incredible. And he's also the founder and creator of Snow Whitening, which this is unbelievable, what he's done, what he's created at age 26. I can't believe this. Josh, thanks so much for being here. I can't wait to dive in and talk with you.

Thank you so much, Natalie. It's a pleasure.

So Josh, take us back because you said something very unusual before I started recording, but I actually had not heard somebody say before. You said at age 13 you entered into the brand building space and became an entrepreneur. Can you tell me more about that? How did that even come about so young?

Yeah, I mean I. Growing up I wanted to, I wanted to be a doctor because I wanted to help people. I wanted to make a good enough living that I could help My family out. And so I never thought I was going to be an entrepreneur. And it's not really a big thing in my family either. So growing up, you know, it's kind of focused on one day. I wanted to be a doctor, but I was kind of always good at computers. I was kind of always interested in computers. And so what happened is that really what pushed me to get into entrepreneurship was, you know, the 2008. 2007, 2008. Kind of early on, as the recession started to come about, actually, my mother lost her job. And it was just a rough time. A little bit during that time, I didn't know much about it because my parents were really good at kind of shielding a lot of that. But I was hyper aware that I was in. That we were in. And being the youngest sibling, I always wanted to be like my older siblings. I wanted to work, I wanted to help, I wanted to do something. And so I was spending time at the public library at the time, after school. So I was playing football and I was track and field, and if I was in practice, I would hang out the public library because actually the area I grew up in, we had some kind of, like, gang, like, activity that people had moved in and in Arizona. And my parents wanted me to obviously not be around that if I was playing outside or like that. So I was hanging out at the public library, and there were books and there were computers there, and there was a competition where if you read a book and you took a comprehension test, you kind of did well, you got points on it. And. And so I'm pretty competitive. So I was like, I'm hanging out here, you know, I want to get as many points as I can. I might as well. And so I started reading books. And I wasn't a huge. I wasn't an avid reader prior to that. And so I was reading these books to get points. And what I realized is that if I read books like the Four Dummies books, I would get more points. And those books were mostly pictures. So I was like, I kind of figured out a loophole here. I could read all these books. And so I was like, oh, I'm kind of interested in computers. And the computer books paid the highest amount of points because you can cash these points in for, like, baseball tickets, things like that. Anyway, I found that those reference books were paying a lot of points. And so I started to read the books in the computer section about how to program, how to create a website, all this stuff. And after a while, I was like, okay, I'VE read all these books. I got the points. This seems like something I could do. It seems like I could actually. A website. And so I used the public library's computer to build my first few websites.

Oh, my gosh. Okay, back up, because I have so many questions right now that are coming up for me. So, first of all, wow to your parents, because I think. And I am that age where I had lost everything in 2007, 2008 myself, because I'm 48. So I'm listening to you and I'm like, okay, I remember that time, but I think so many people went through that. But what made it different how your parents were talking to you and responding? Did they create panic in you, or were they creating an awareness what was happening? Because a lot of kids that were your age heard that same conversation and didn't end up making billions of dollars online. So. So what was. I want to know that first. Like, what was the conversation happening? Because so many people listening are in that spot where maybe it's not a recession everywhere for people, but people are dealing with that, and how are they talking to their kids? So take me through that. Like, what was your mom saying to you? What was your dad's role in that? And what were you hearing?

Yeah, I mean, I don't think that there was much. There was a. I don't. I don't remember extensive dialogue around the situation. I just remember being aware of the situation. And for me, my parents did a really good job. They didn't. I wouldn't say they created a state of panic in my mind. I think that I created my own state of panic because I was just really aware of the situation. And being the youngest sibling, by far, my closest sibling is my sister, who's six or seven years older than me, about 13, 14. I would overhear the conversations that my brothers and sisters would have, and they didn't have the opportunity to go to college. I already knew that being the youngest sibling, like, I wanted to go to college. I wanted to be a doctor. I wanted to do all these things that my older siblings didn't have the opportunity to do. So there was an inherent pressure to be successful. It wasn't like my parents saying, you need to be successful, you need to do this. It was like, we'd love for you to go to college, and we expect that that'd be nice and kind of those things. But for me, I would just remember going to school and thinking in the back of my mind is like, kind of like that point of panic where it's like, are we homeless? Like, what does it feel like? Homeless? Where are we going to live? Will I still go to this high school? What is that going to be like? And so for me, I think that pushed me to want to be inventive. And I remember applying to jobs without telling anybody. I was just like, I was applying jobs. I was like, maybe I could work. Maybe I could help out. And of course, at 13, 14 years old, I just wasn't the age where anyone could hire me. Little did I know I stumbled into. And it wasn't intentional. I didn't start making websites because I thought I could make money to pass time while I was at the library. And then I found out because I told a teacher one day, and she's like, oh, you make websites. I have a friend that is looking to have a website done. What would you charge for something like that?

And.

And once I heard that, I was like, I'm pretty good at this. I figured out how to do this, and I can make money doing this, and they don't care how old I am. Then that together was like, okay, this is something figure out now.

Did you tell your parents? Did you tell your mom? Like, hey, mom, I'm worried about money. I'm going to do this. Or did you just keep it to yourself? What was the conversation you had with her around that?

I pretty much kept everything to myself because I didn't know what I was going to do with it. And it was also, I mean, entrepreneurship is scary, right? I mean, in general, it's like, you bring that to a family and in any type of position, but especially in that type of position, you know, it's like, you be very careful and like, you know, what are you doing online? And like, is it safe? Like, how are you making this money? Like, is it first? Is it legal? You know, what's going on here?

And so especially in 2007, 2008, because it was still so new.

Yeah, it was still new. I mean, there was all these things that are commonplace now. I think a big move was when that Facebook movie came out, the Social Network. And then it kind of started to normalize startup life and younger CEOs and all this stuff. For me, I pretty much kept everything to myself except telling a few teachers initially. And then after a while, once it started to grow and grow, then I could, you know, then my parents were like, okay, I'm not sure what you're doing, but I expect you to stay in school and to keep your grades up. And then you can Kind of, you know, work on this other stuff that you're doing. But it's risky, right? It was kind of like, entrepreneurship is risky. You never know. You need to go to college. Like, doctor is a lot safer than going this way. So for me, I was like, okay, I'll make a deal. And so, you know, I kept straight A's through high school. I graduated as valedictorian out of 500 students, mainly because I didn't want my parents taking away my computer.

Wow. So talk about purpose and vision right there. So you see, parents listen to that. It's not, don't study instead of work, it's like, give them that carrot. Because you had such a clear vision on that that you got straight A's. That's amazing. It's funny. What motivates kids to get straight A's. Sometimes my daughter, like, says she wants, like, material things. She'll look at. She'll say, I'm gonna get straight A's because I want this. I'm like, what? It's so funny. So what about your. You mentioned your mom had lost her job. What about your dad? What was his conversation in that? Were your parents together?

Yeah, yeah, my parents. My parents were still together, and they were together during the time. But it was just. See, my dad had left a great career in Spain and was the first entire family to come to the United States. But he knew that he wanted an expansive mentality, something, you know, a culture that really motivated and supported just growth, not necessarily entrepreneurship, but just, like, the growth mindset. So growing up in a small town in Spain, it's like, okay, you know, if you're. If your dad's a doctor, you can be a doctor. If your dad. Mom's a teacher, you can be a teacher. And it was just kind of maybe more limited thinking. It's not as, you know, in America, it's like, how are you doing? Busy. Oh, nice. Me too. But where he grew up, it's like, how are you doing? I'm busy. Oh, my gosh. Are you okay? Take a break. So that kind of American culture was very attractive for my father. And so when he came to America and left his career behind, he essentially had to start over. How to start from zero, start from scratch, didn't really know anybody. And so because of that, he had to start all over. And so it wasn't like he was at the point where he was making enough money that, you know, he could sustain. There were six or seven of us in the house, and, you know, it was a lot for one income to kind of stay. But the good thing is that, you know, he didn't lose his job. He continue to grow and do what he was doing. So that was the stable rock that really helped us through that position. And my mom ended up finding another job and all that. But it was just that kind of that moment, like an epiphany inside of myself where it was like, I don't want to. When I grow up, I never want to worry about.

Yeah, that's amazing. So, okay, so you study at the library, and you're at the library initially to avoid gangs, which I get. I've heard that this as a theme as well, too. So it was like, almost like. Like, if you play sports and you're in the library, people ignore you. But if you're out, you're dealing with that invitation. So you are dealing with that. So you're in the library. You figure out that you can earn points for things. So you start doing that, and then you figure out how to do a website. You mentioned to a teacher, and you get your first client. My understanding. So you have your first client on a website, and how did that lead to so much more?

Yeah, so that was. So teachers were really. A couple of them were really supportive, and I felt like I could. I didn't really tell anyone. I was a football captain and track and field. It wasn't cool back then to make websites, and now it's awesome. But I kind of held it from everybody. And so I could only share with the teachers. And so they started essentially wanting to help me out and just connecting me to their different friends who had different businesses. So I started making websites, and then I had a client, which was through the teachers. I was doing everything, designing. Like, I just used Google and YouTube. Like, I just. They're like, hey, I need this. I was like, okay, I'm gonna grab a book. YouTube, Google, I'm figuring it out. They're like, oh, I want the ability to schedule, you know, massages through my website for my clients. I'm like, okay, let me figure that out. You know, Shopify wasn't big. WordPress still wasn't even that big. So I was just figuring stuff out. I wasn't like an extra programmer. I just knew that I wanted to make some money. I wanted to help this person out. That was it. So a client came to me one day and said, josh, you're great at building websites. And the word spread naturally because there's this kid who builds great websites for a fraction of the cost.

How did you even know what to charge. And I'm assuming you weren't charging enough because you didn't know.

Well, I didn't even know you could charge. I remember the first time I got asked to make a website. It was like, if you asked me to make you an extra sandwich and I'm in the kitchen and I'm like, yeah, whip you up another one here. What do I owe you? And I'm like, dude, it's now. It's like, here, it's fine. So for me, initially I went to Google. I'm like, how much do people charge for websites? And so I remember, I think I took 500 bucks or 250 bucks, something really low. And eventually I made enough money that I could buy. I went to buy my own computer. So we didn't have a computer at the house. So that was a huge moment too, because now I could build websites all night long. And, you know, I just kept the same deal with keeping my grades up. So I was able to go to school during the day, sometimes practice if I was doing in sports. Eventually I ended up making more and more money. And then I realized that this is what I wanted to do. And so I ended up quitting football, which was really hard. I quit tracking. And then I was pretty much building websites from three o' clock in the afternoon to two in the morning and then waking up at seven and going to school, so five hours of sleep. But I had a client come to me one day and say, josh, you build great websites, but here's the deal. I pay you one time, you build a website, and then I'm gone if you learn how to market and sell. And he was giving me these words I didn't know nothing about at the time. They're like, Google, AdWords and searches and optimization and, you know, all this stuff. And I'm like, okay. And he's like, I pay every month. And I was like, you pay me if I did this stuff. He's like, yes, okay, give me any books. Is there anything you recommend? So then I went to YouTube, Google. I went back to Library. I got every book I could. And I found out that search engine optimization was the only thing that I could do because it didn't cost money, it just took time. And I didn't have a lot of money at the time. So I was like, I need to be the best at searching and optimization. Search engine optimization. And that kind of that moment and that kind of prompt from the client is, you know, I made my first million dollars when I was 17 years old.

Gosh, that's incredible.

That was driven by, like, that focus, that kind of transition from just being a programmer and a designer to actually learning search optimization, which actually is one of the hardest things to master.

I didn't know.

It was like, I have to figure this out because I don't have money. But the truth is, when you're getting millions of people a month through search optimization, you're not paying per click. You're not paying a dollar amount.

It's organic.

You could sell anything because it costs you $0.

How did it turn into a million? So I get what you're saying. Like, you, because you were doing organic traffic, because you were studying it and researching and obsessing over it. So you figured it out before a lot of other people did. How did that actually translate into a million dollars, though?

Yeah, so I was. So I started building these websites. I got better and better. You know, by the time I was 16, I was charging maybe $5,000 a website. I had two brothers that lived on my block that came over to my house one day and they were like, hey, you know, I know, I know you build websites. We're starting this solar energy company and like, you know, would you build a website for us? And I'm like, so sure, I'll build it for you. And they're like, what would you charge? And at this time, I kind of. I was busy, so I was like, okay, I'm going to give them a friend and family discount. But, like, I have to charge something because I got so much going. So I gave them the price and they were like, well, we just spent all the money on equipment and we just hired someone. Like, what if we.15% of the company, if you built the website.

Cool.

That was one thing that ended up. And then I used my online marketing skills that I was learning at the time for when everybody was searching. Solar, you know, solar energy, water heater, solar, all that stuff. And, you know, that business went from, you know, nothing to close to $80,000 a day.

That's incredible. And you were locked in at 15%, which is unbelievable. They were probably like, they had no idea what they were even doing when they said that to you.

But no, I mean, I remember getting. I would go straight from high school and I would drive straight to the office, like 15 minutes way. And eventually we had like 25 people on the phones. We had like 10 people going handling sales appointments. And, you know, I remember every week they bring a big envelope of cash and then they, oh, my.

Gosh now, did they acknowledge that this was because of you and what you had done? Did they know that, or did they think it was just because of their great product?

Well, I think so, but I think that what happened over time is that, you know, being 16 years old, you know, and they were in their 30s, 38, and. And their brothers. I think after a while, I think they did acknowledge. To answer your question, they did, because they ended up upping my percentage to 20%. And then the tax credits for solar stuff started to kind of dry up a bit.

Okay.

And then, you know, for lack of better words, there were certain management decisions they were making that I wasn't particularly fond of. And for me, I was like. I was so serious about business because I was like, I need to figure this out because it's so important to me. And they were, too, but they were just at a different stage in life. And so eventually, I ended up leaving that business. But in the meantime, in between clients that I would get to make websites. I was like, is there something I could do? Like, how could I make money in the meantime? So I started creating blogs on health, fitness, beauty, pregnancy. I mean, all kinds of blogs. And what I realized is that with Google, a program called Google AdSense, I could put ads on my. On my blog. People clicked on them. I got money for that. Then I found out about affiliate marketing.

Oh, my gosh. Okay, wait, wait, because I'm gonna have a million questions there. Before you get into that, I want to know what was your. When you made that first million dollars? Because this is like, this is happening before you're even doing the blogs and adding in Google words. How did you. Like, what were your parents saying? Do they know that you were made up? Like, all of a sudden you made a million dollars? Like, did you. What was the conversation there?

No, my parents didn't. My parents didn't know much.

They didn't know you were making that much money.

I mean, they were. I'm sure that they were kind of aware of what was going on. When I was one solar energy company, you know, I had, like. What was it called? The Lincoln Navigator, Like a brand new, you know, $80,000 truck. And then I had a Dodge Challenger, and then I had a Chrysler 300. So everyone in high school thought I was selling drugs.

Yeah, I'd imagine, because I'm not used to this.

My parents were just kind of like, all right, like, kind of like, as long as it's all legal, everything's good. It's great. Straight A's, okay.

Everything's checking out.

Yeah, I was buying my own underwear, socks, school supplies, backpack. I was buying everything for myself. So that was a huge help to my parents too. Is worried about me financially.

And were you saving too, or were you like spending it all?

Well, I started reinvesting it into my business. Like I needed the money. And so until now, I mean, from 13 years old to now, I've never raised a dollar balance of capital. So I wrote the first hundred dollars I started with. I just continued to roll and roll and roll and roll. And, you know, now, you know, we do over $100 million a year and that's just been rolled over.

Oh my gosh. Okay, so you start these blogs, Health, Fitness, beauty. So now you've got like income coming in from different places because you've got the solar energy company, which you're working your. That's shifting. But you have that coming in. You start these Health, Fitness, beauty. You use all Google AdSense and you're crushing on on that before other people knew how to do that. And then you figure out affiliate marketing, which is key. So you being an affiliate for people, are you creating products first?

Me as an affiliate, because I was like, this is cool. I'm getting paid a dollar a click or a few pennies a click. I was like, how could I make more money? And so then I found out that if, for example, one of my big breaks was when asked, there was a big acai berry cleanse, like Craze 2000, I don't know, 2009 or something like that. And everyone was like, the acai berry diet was huge. It was on Oprah, it was on Dr. Phil or whatever. It was everywhere. So when I created a couple videos on YouTube and I use video SEO, so same type of search and optimization, Google and YouTube to rank number one. Number two, when people were searching Aussie Berry diet, how to lose weight with acai berry. So I was getting paid 30 to $40 every single sale that I was driving. And those videos now have millions of views on each of them. And I created them in 30 minutes. It just threw them up there. And I was making so much money.

Oh my gosh.

I thought it was a joke. I remember like, I'm like, there's no way this is real.

I'm like, and this is before I would imagine. Cause I'm super familiar with this, what you're talking about. And remember seeing that when things were starting to really take off online. This is before Facebook was really cracking down on ads, before ad costs were up. So high before everyone was doing it. So you were really in at the right time too, for a lot of this.

Yeah, I've been around. That's. Yeah, I've been around for. I've gone through a few cycles in online. 12 years in online world is a long time. I've seen so much of it. And so YouTube. So what was crazy is that I was making. I was spending $0 to drive those sales because it was you. And then Google came out with this update where if you search, I'll say very diet review or anything like that, they started putting YouTube videos in the search results for the first time. And so essentially, if I was able to game YouTube to rank up highly there, then Google would pull me up. So I was ranking number two. So Oprah would talk about the Ace Berry 10 million.

Google it.

Yeah, my video saying, here's the product to buy, here's how you buy it. And I'm getting paid 30 to $40 every time someone buys that.

Josh, how was your ego around all this? Because, like, this is interesting because you were making money so easily. Not that you weren't putting work into it. You were, but it was. You were just making stupid money. It was just coming in like crazy. Like, were you. Did you. What were you thinking? Were you like, my gosh, I got this all figured out. Did you get a big ego about it? Were you thinking it was gonna not. Was gonna go away? What was going on in your mind around all this?

Yeah, I don't know. I think that, you know, what's interesting is that by proxy, I went through the recession, right? Like, you know, I didn't go through it because. Because I was 14, 15 years old and 16. But by being around that and being hyper aware and my parents being very open about the situation without, like trying to scare me, anything, just very open, it gave me the opportunity to realize that, you know, that the economy is cyclical and that it's not always going to be great and that you should prepare for the worst, hope for the best, prepare for the worst. Just through proxy. I kind of went through that. I realized, like, wow, okay. And then growing up and not, you know, I never struggled for anything growing up, but we weren't like wealthy by any means. It's so like, like, I knew I had to pay for my own college. Like, there was no college savings account. There was nothing. I bought my own first car. You know, I sold one of my blogs when I was 15, 16 years old, and I bought. For 4,000 bucks, I bought my very first car before I started making more money. So I figured all this stuff out. But I think that my ego stayed in check because I remembered one where I come from, very humble beginnings and what my family has gone through and the sacrifices my dad made leaving his career in Spain and coming here. When you kind of, when you're very open to that, I think that when parents kind of share that, not in a way of like scaring, but it builds this like sincerity. It built a sincerity in me where I was like, okay, I gotta stay in school. And I ended up going to college and I applied to scholarships and I knew I had to have good grades because you know, even though I was making money, I had to put all the money back in my business. So I didn't have a. Like once I kind of went through, there was like maybe one ego spike I think was when the solar stuff was going really well and then the acade berry like affiliate stuff was going really well and I was kind of still helping out with the website stuff. And then I started kind of turning away clients and I'm like, I don't need to take on these projects and I don't need this. Which, okay, it's opportunity cost. But what happened is that the solar thing, I ended up leaving that business and essentially walking away with nothing. And so I went from making X amount of money to nothing. And then in the AC berry diet review world and stuff, those offers started to go down and it wasn't as popular anymore. So you know, that's dropped. Guess what was left? Me building my own stuff and me building stuff for other people. And so what happened is that, you know, I got a little too excited and thought that these two things were gonna last forever that they didn't. And guess what? I had to go back to those clients and I had to go back and say, you know, hey, like, you know, I need to make money, I gotta go to school and all stuff. And so I. But I think. And I ended up going to college and I graduated in two years from the Arizona State University while I was running my business for my dorm room. So it was like a lot of.

Things that you graduated like a four year college in two years, Right? Gosh. While running a business. That's amazing. Yeah, I mean I have, I got to change my parenting style. As I'm listening to you, I'm like, it's amazing. I know you said that your parents didn't have like a big conversation with you, but whatever they did clearly was right because they didn't Scare you to the point where you were just frightened and gonna hide and not do anything. But they taught you, like, you heard that I need to be responsible and learn and generate and be creative and not get too comfortable with something. And that's amazing. I think most parents would love their kids still in that lesson. But a lot of times what kids hear instead is scarcity. We don't have victim. Or they hear this opposite, like, being spoiled and everything comes easy. So it's like, I feel like your parents just really hit it right on the target, whatever they did, because you really clearly got it without it being a scarcity mindset.

Yeah, I think that. I think that I am. So. I knew growing up, like, once I was 12 years old, I knew what the mortgage cost was, I knew what the car cost was, I knew groceries cost. And just being very open about what things cost. And like, when there was a time of struggle, it wasn't like, you know, that scarcity or like victimization or entitlement. There wasn't that. It was like, okay, I got to pick up a second job, or like, okay, well, I've got to go do this. And seeing that kind of problem solve of like, okay, you can complain for a little bit, but the, you know, the bills got to get paid. So it's like that allowing yourself to worry about those things. So, you know, my mom would maybe get anxious, you know, have some anxiety, get a little bit worried for a little bit. But then it was like, well, I gotta take care of my kids, so I gotta go get a job. So there was never that moment of just like, oh, feel bad and just kind of sulk.

And this sounds like you learn not to blame me too.

Right? It's. No one's gonna give you anything. You've got to go out and do it. The nice thing about America is that you can do whatever you want to do.

You figure it out.

You figure it out to you. And so I just went guns blazing. I graduated straight A's from Arizona State University. I was at the honors college. I just knew that that was something I wanted to do for myself, but also for my family. I'm the first in my family to graduate university, and I'm also the youngest. So, like, for me, it was like, for my siblings, for my family, for my future family, because all that stuff. So once I was out of school at 20, it was for the first time that I didn't have to balanced school and entrepreneurship. And that's where things exploded. But I also gained a lot of weight and went through a period of burnout and a little bit of depression because I had sold a company when I was 21, 22 that I was working on, which was essentially my agency that I become more software based marketing. So I sold that business, bought the Lamborghini, bought the Ferrari, and then was like, okay, what do I do now? And I realized, you know, I didn't. I certainly didn't have enough money to retire the way that I wanted to, because I still want to be an investor, I want to do all this stuff. But I also didn't have my vehicle for purpose anymore and the entrepreneurship side because I had sold it. So for me, I was like, okay, it's not the pursuit to happiness that there's a point. The pursuit is my happiness, like I have to be pursuing in order for me to be happy. And that's what brought about snow was like, what is a market that is massive. Something I could do for 50 years if I had to. Something that is international, that, you know, huge. I need something massive. Otherwise I realized that I would hit that point again where I was like, essentially hitting a ceiling. And then, you know, I would become depressed because I wasn't growing. Yeah, something like that. And then nonprofit, so community stuff. Need a huge business that I could run for 50 years and be happy about that. And then my family and personal life and all that, my health. So it was like health, wealth, and community. And so those three together is for me how I live my balanced life. And I'm now happier than ever before. We're making more money than we've ever made before. It's just a different life.

Did the idea of snow whitening come into play there? Because, like, was this when other whitening companies were already out there? Like, what made or where did the idea were you dealing with your own? Like, I want to whiten my teeth. Did a friend ask you, like, where did. How did the idea even hit you?

Well, I've been whitening my teeth since I was 13 years old. When I was meeting with clients, like, I wanted to feel confident about my smile. And I had braces multiple times. And then I actually had jaw surgery a few years ago, right before I started snow.

And so, like, orthognathic surgery took out.

My top jaw, you know? Yeah, exactly.

Okay.

I've got 16 screws, four plates. And that was voluntary, so it wasn't like I was in an accident, but I had horrible jaw pain, headaches, etc.

Okay.

Essentially, I. Essentially, I speak for a living. You know, I'm on the phone all the time. Anyway, had jaw surgery. I became friends with, you know, my oral surgeon, my orthodontics, my dentist. And I'm sure they were curious because here's this 20, 21 year old paying for all this Lamborghini on a Wednesday afternoon. Like, why aren't you in school? Like, what? And so we became friends and I'm kind of an old soul. And so we would just hang out and one day we're having drinks and I said, where's the business at for a guy like me? I'm not a dentist, I'm not a doctor. And like, well, you know, you have strips that have been around, you know, whitening strips that have been around for a long time, 30 to 60 bucks. And then you've got like the in office treatments and then you have way over here. And so like there's a cap right here that you know, maybe you could solve.

And so I said between in office procedure and at home whitening.

Yeah. So like the efficacy of the in office treatment with the convenience at home direct to the consumer. And so like I figured if I could, I was like, that business model makes sense to me. I know beauty very well. And so then the dream came to me where once I started doing research, I'm like, wow, it's a massive industry. It's super competitive. You have some incredible companies at the top. And so I was like, if I could bring real technology into the beauty space and really sprinkle some celebrity on there. But like true science, true technology, as simple as with beauty. I was like, that combines my entire world, my entire world has been about beauty technology, marketing, design, packaging, brand. I'm like, this is perfect. And I'm doing it in the oral care space, which is has never seen it before. So it's like this is, I get to be the first to really bring this type of, this type of product. And now Snow is a premium oral care brand. We have a top selling anti aging lip care line. Anti aging lip scrub, Anti aging lip balm floss. Launching our toothpaste, our rose champagne toothpaste, Mint mojito, Peppermint mocha with activated charcoal in it. So we're bringing cocktails and drinks into toothpaste and then pairing it with massive celebrities with 80 million plus followers and then with retailers. And so I've launched on, I'm going live on home shopping network September 25th. That'd be my debut. So it'd be me selling all of our Snow products on Home Shopping Network. So that'd be Exciting.

That's really, really cool. So, okay, I've got a random question that's coming up for me. So. So many people walk around fear of, you know, judgment, people pleasing, like other people's opinions in their way. There was a heavy opinion going around about you. Just by listening to you. I'm imagining in your early 20s, late teens, he must be a drug dealer. He's doing something illegal. Like, how does somebody. What's this kid showing up with all this money? Did you care about that? How did you put that stuff out? Because it's like it's here. People are thinking you're one thing and it's so not what you were doing. You really had the right intentions for what you were creating. Did that come up at all? And how did you, how did you get rid of that? Because I think that holds so many people back. What other people think of that.

Yeah, I mean, at this point, like, I think at this point, so, you know, I speak to, you know, thousands of high school and college students every single year, and I understand the mental process because I've been, I've been through that. Even when I went to college and I'm sitting in the university, I'm in the honors college, I was the only kid from my entire district. And so like the kids in my district to kind of expectation was like, nice, you graduated high school. Like, all right, cool. It wasn't like, you're going to go to college. Oh, those kids go to college. Those kids do this. So for me sitting there, I'm like, I don't know anybody here. And that kind of self talk of like, maybe I'm stretching too far. I've got my business, I'm already in college. Why am I here in the honors college? Like, I don't have to do all this and I wanted to quit. And so what I learned is that I must chase difficulty. That's been the key to my success, chasing difficulty. Anytime I want to give up, I need to give in. So anytime I feel like giving up, that means that other people next to me also feel like giving up. We're all human, so that's the moment. I keep a little spare tank of gas in my soul so that when those moments come to me, I use that spare tank of rocket fuel to outrun myself. Mainly not just to outrun others, but that I run my own fears, my own self talk. But for me, it's like I shattered those limiting beliefs because I'm a Hispanic poor kid from the hood that built a million dollar business from A free computer at a library thanks to Google and YouTube. And I graduated with straight A's, top of my class both times from high school and university, first in my family. And now we've taken snow and we work with, you know, amazing celebrities now we're bringing into retail. We're about to turn three years old and we really, really revolutionized. We're the number one teeth whitening brand in America online. And you know, for me now, it's like there's nothing that someone can't do. And that, that's kind of self talk has evolved from that.

So. But if somebody were to say to you, like, if someone was watching, said something nasty to you, like, oh, you're a drug dealer or whatever, like they just said something that was not who you are, are, did it just bounce off of you or did you care? Did it ever get to you?

Well, like, initially there were the limiting beliefs of like, I should be self conscious about my age. Like, I'm like, oh my God, I can't tell anyone my age or one of my clients. I hope they don't find out I'm 16 years old because then they're gonna not respect me. And so I remember that's why whitening my teeth was important because I, like, I need to look good. I put on a nice dress shirt, you know, and I would, when I was on the phone, I would deepen my voice and like, you know, even when I was at school, would be taking calls in between classes and there'd be like kids running around and they're like, oh, it sounds kind of loud of them, like, yeah, busy day at the office, you know, and like, I was.

So the reason you weren't getting the judgment and stuff is because nobody really knew you were.

And when they did, like, people would. People would insinuate certain things. It only added fuel to my fire because I was like, I'm gonna prove you that. Just because I'm, you know, from the hood or from this, like, I don't have. I'm like, I'm using my brain. I'm going to win and you're going to see. But, you know, that was so.

It's interesting what I'm picking up just from asking you that question a few times is it's almost like not in a bad way, but like you almost dismiss it like it doesn't matter. Someone has that opinion. It didn't, it doesn't phase you. And I hope people really take that in listening because the person with the opinion, they're just putting Projecting their own feelings on you. Not it's not about you, it's about their own opinions of not having success or lack of or whatever it is. So I think that's amazing, Josh, because I, I think so many people are thrown off their vision because of judgment of others.

Well, I would say, look, if that person is not paying my bills, if that person is not helping me out, if that person is not someone that is really close to my life, they may be going through something. I get it. I actually, I will say I get it a lot. Like, you know, I've got a hundred thousand followers on Instagram, I've got 2 million readers on Quora. And so I get, you know, I get random stuff that comes in and I try to read. I try to read it all myself. If not, it goes to my team. But stuff comes in that is like, for example, like, oh, you get your self worth to do your cars. Like, I bought a Ferrari and I haven't bought a car really in two years. And I bought a Ferrari the other day and someone, you know, sending a message and said, you know, is that how you, like, derive yourself? Employees? This and that? And it's like it kind of pokes you and you kind of want to go back at it, but then you realize like, this person must be going through something. And so I responded as I could. And what happened is that at the end of the conversation, he was like, I've actually been following you for a while. And I've been, I've had my business trying to work and it hasn't been working for me. I'm in my mid-40s and I've been trying for so long. And when I see someone in their 20s just, you know, buying all these cars, it makes me feel like I'm never going to make it.

Oh, wow, super bowl of that person. But that's behind it.

I would love. And I sent him some of my YouTube presentations. I said, I'd love to get on a phone call with you for five minutes and talk to you. But it's like I find that most of the time people are just like you said, projecting themselves. And for me, it's like I have to keep going for the people that believe in me, because there are more people that believe in me than those who want to say certain things. I have to keep going for these people. I can't stop for these people.

Yeah, I love that. And you said earlier, you're an old soul and I totally believe that. Like, I just wrote down several things that you said. And I love that you said that you must chase difficulty. And I even more, I love that you said, instead of giving up, give in. That's so good. In fact, I'm 48, and I literally just yesterday on my arm tattooed the word surrender me 48 years to get to that understanding that you just said in your 20s, which is amazing. So. And that's what surrender means to me is that is about giving in because you don't know what's on the other side.

That's right.

Yeah. That's amazing. I'm so impressed, Josh. I mean, this is just. I could talk to you for hours. I'm like, I want my daughter to hear all. Everything you're doing. This is so impressive. So snow is now your snow. Whitening is your main focus right now, or is there something else?

Yeah, we have. So I would categorize two focuses we have. I'm a part of a few different brands, but I would say the two that in terms of revenue and kind of growth and all that and what we're known by, there's Snow and there's David. And so David is a personal finance company that essentially we help educate Americans on personal finance, financial products and services. And we also have a service center, close to 100,000 calls that come in every month from Americans looking for, you know, they're like, hey, how do I. I'm thinking of refinancing my mortgage. Is that something I should even do? Like, what does that work? And so kind of guiding, guiding our readers with millions and millions of readers who we guide on different decisions they're making throughout their life. Buying a car, buying a house. And so David versus Goliath is who we called it David. And so that's a very large business and growing business. And Snow right next to that is, you know, a premium oral care brand. Really a premium personal care brand with our cosmetics line and really just reimagining the entire oral. Oral aisle. You go in Target, you go in Walmart, walk down the oral care aisle and reimagining products that are need to haves and turning them into want to haves.

Exciting, clinical, like more. I get it. Like more the beauty or the. I love it. Because you're right. It's so clinical right now.

Lisa, there's no reason to be. You know, what happens is that sometimes companies create products for retail. So it's like, let's change the packaging 8,000 times, but the ingredients stay the same. And what happens is that I don't know if you're like Me, I go and I'm looking for a toothpaste, and I look at a wall, and some are shinier than others. One's red, one's blue. Like, what is really different? If you flip over the ingredients and you realize that 90% of them are the exact same.

Yeah.

And why is one $8, one's $3. So we're like, I think that consumers, you know, our toothpaste will be priced between 9 to $12. We believe that customers are willing to spend a little bit more money for something that is truly not just about packaging. Like, truly good. Good ingredients, good quality, exciting. Like, someone's like, I want, you know, you know, that new toothpaste, that mint mojito, that pina colada, that Cosmopolitan wash. Like, I want that breast spray. And so we're just creating excitement in.

That aisle, and it's fun and different and playful, and I love it. And you're also tapping into anti aging, which is my. My bread and butter right there, which I love, so. Because that's the other. That's a whole. I know you've got, like, the trendy younger market too, but then there's the whole older market that we think we're not too old and it's not too late, and we want the anti aging. So I think it's amazing you're hitting on that too.

Well, our customer is 35 and up. Female. I mean, that's. That's. That's male and female, but, you know, that's our customer. You know, we have the millennial fun type of marketing. That is what we use. But you look at our customer base, you know, close to 500,000 customers. You know, the majority of them are, I would say, a 35 and up and female. And so for me, I love that segment. And I've been selling test segment for a very long time, because male and female, 35 and up one, they have a little bit more disposable income. They're willing to spend for the best. Right. They're like, you know what? I've tried the strips. I dentist. I had sensitivity. You know what? I'm gonna give this a shot. 150 bucks for the system. I spent more than that on one session. I'm gonna give it a shot. And then they're raving fans afterward. They're not afraid to tell everybody about it. They're willing to try something different. And so what happens is that most companies focus on the millennial side of things because they haven't chosen their favorite product yet. They'll Stick with them longer. But what I found is that there's a certain segment of the market who has tried a lot of stuff already, very educated, and if you give them something that's truly the best, best for them, they're going to stick with you to the rest of their lives, and they're going to tell their kids to use you and all this. I like that segment a lot for me.

That's amazing. Josh. This is so incredible. I do have one question that I ask everybody, and I want to know what you would say to this. If somebody's in their own personal rock bott now, whatever that is to them, whether it's health or it's financial or whatever it is, and they are in the. I feel like, sorry for myself. What, you know, victim mentality, which I totally get, comes on. It's very real when you feel that way. If you were to give them some advice on how they can shift out of that and start leveling up and creating everything from nothing, what would you tell them?

Yeah. So I look back to moments where, you know, I felt like I was at rock bottom.

Okay.

And, you know, and it still happens every now and then where there's so much going on and you feel like you're never going to catch up, or, you know, you just feel this, the world tugging on you, and you kind of. Maybe you feel alone remembering that things don't necessarily get easier. They maybe get harder, but you get better, and you get better at dealing with them. And so don't look for things to get easier. And, like, why are things so hard for me? Instead, look internally and say, how can I get better and how can I feel better? And certain things, like just making your bed, you know, taking a shower, smelling good, certain small things, the small wins add up the compound effect. And I would also say that, you know, some of the best things happen after rock bottom, and you have to stick it through, and this too shall pass, and you get stronger from it. And when you look back on it, you're like, oh, my gosh, I really felt like that was really at rock bottom. And look at me now, two months later, a year later. And so you got to just stick it through and don't be afraid to talk it out, even if that's. There's a great website called betterhelp.com and there's another one called Talkspace, where you can go on and talk to people. If you don't want to talk to someone in person or your friends, you can go on and just talk. It Out. And I found that a lot of times just talking it out allows me to realize, okay, it's not that bad actually. And like I just get perpetuated my mind. Get it out there and then also volunteer. Go out and help. Help people who, you know, like, I go, I do it all the time. You know, I listen to the kids stories in high school and oh my gosh, I thought I had it rough. And you listen to stories and you're like, I'm, I'm breathing, I'm, you know, I can see. Or like I'm alive. Or like you look at those things and you say, some people don't have that option. And all of a sudden you say, oh my gosh, I'm complaining because I'm a thousand emails behind or I'm complaining because of this. It's like, yeah, I get why I was complaining. But okay, enough. Now I've got it. Clarity comes through progress. And so you're not going to gain clarity by simply sitting there and sulking. You have to be doing something and if it's just moving, clarity will come through progress.

Yeah. That's incredible. I love this. Where can people find you? You got. Because I'm looking on now on Instagram, it looks like you have a few different things. Where do you want them following you?

Yeah, I'm on Instagram oshsnow. And then if you're interested in seeing any of our products, anything like that, try snow.com t r y trysnow.com and then we're also on Instagram. No teeth whitening. Those are the three best places I would say.

I love it. I love it. Thank you so much, Josh.

Oh, it's my pleasure.

Thanks for leveling up with us today. Please share this episode if you found it helpful so others can join in. And don't forget to hit that subscribe so you don't miss out on future shows. And if you would leave me a five star review, I appreciate those so much. I read all of them and it's how I know that I'm giving you information that you find valuable. And come interact with me over on Instagram @nataliejofit. I read all the direct messages and comments over there. Make it a great day. Creating everything from nothing.