From Finance to Founder: Ava Lee on Building byAVA with Transparency

From finance to founder, Ava Lee has lived multiple chapters on her way to launching byAVA, a wellness and ingestible beauty brand rooted in Eastern herbal traditions and modern efficacy. A Korean-born creator known for her signature “jelloskin,” she built a global audience on Instagram and TikTok before stepping into entrepreneurship.In this candid conversation, Ava opens up about leaving investment banking and the challenging identity shift from creator to founder, sharing how those transitions reshaped both her mindset and her business. She reflects on the scrappy early days of hand-packing herbal elixirs with her family in the garage, and explains how she learned to balance low-margin brand builders with higher-margin profit drivers like gua sha.The story of her Resilience Skin Elixir selling out in just three hours highlights the power of transparency and authenticity. Beyond products, Ava shares why she believes storytelling beats algorithm hacks, her optimism for long-form platforms like newsletters and podcasts, and the Korean principle she holds close: “remember your 초심”—stay anchored to the reasons you started.Timestamps:[00:00] Introduction[07:17] Shifting from creator to founder and new leadership mindset[11:52] Launching first herbal elixirs and scrappy early days with family help[16:27] Balancing low margin brand builders with higher margin profit drivers[20:23] Resilience skin elixir launch and selling out in three hours[24:19] Building community trust through long term storytelling and heritage[28:36] Content strategies today balancing trends with depth and education[33:49] The future of content with substack newsletters and long form podcasts[37:19] Staying true to your mission[41:06] Rapid fire questions on travel, routines, and personal favoritesResources Mentioned:Resilient Skin Antioxidant Elixir byAVA | WebsiteStart your Jelloskin journey on the byAVA website, and be sure to follow her on Instagram and TikTok.Follow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com

Janki Lalani Gandhi spent nearly two decades in investment banking, advising founder-led brands like Supergoop, ILIA, Paige, and ALC before making a bold transition outside of corporate finance. Her career has earned her recognition as one of the Most Influential Women in Mid-Market M&A and a spot on WWD’s Top 40 Under 40 in fashion and beauty.In this episode, Janki shares what she has learned along the way, from navigating male-dominated rooms to making high-stakes decisions without a playbook. She’s built a leadership style that doesn’t rely on being the loudest voice in the room.Timestamps:[00:00] Introduction[09:04] Lessons from early years in investment banking[12:38] Frameworks for assessing new opportunities[15:42] Janki’s approach to high-stakes decisions with confidence[17:56] Leadership lessons and finding her own style[20:34] Staying grounded through family and personal values[23:44] Navigating motherhood, career, and the juggle[29:02] Advice for first-time founders entering competitive industries[31:46] The future of consumer brands, tech, and AILearn more about Janki by following her on LinkedIn.Follow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com

Season 4 of Makers Mindset is here, bringing sharper insights, transformative stories, and practical strategies for entrepreneurs, visionaries, and leaders. Hosted by Nancy Twine, this season continues to spotlight the bold journeys of founders, business leaders, and changemakers who are redefining what’s possible.Over the past three seasons, Makers Mindset has uncovered the pivotal moments, challenges, and mindset shifts that fuel extraordinary careers. This season raises the bar, diving even deeper into the habits, strategies, and behind-the-scenes experiences that drive long-term success and impact.The first episode of Season 4 premieres on September 4th.Follow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com

Nancy Twine has built one of the most respected clean haircare brands in the world—but in this candid AMA, she peels back the curtain on what it really took to get there.In this special solo finale of Makers Mindset Season 3, Nancy answers burning questions from her audience about entrepreneurship, life, love, mindset, and building a company from zero to a nine-figure exit. From bootstrapping Briogeo in a saturated industry to becoming the then-youngest Black woman to launch a product line at Sephora, her journey is as bold as it is intentional.She shares her no-budget PR strategies, the mindset shift that changed everything, and why hiring for values—not just resumes—can make or break your culture. Plus, she opens up about dating while building an empire, how she created a life of freedom, and the biggest decision that skyrocketed her brand’s growth.This is a rare behind-the-scenes look at the personal playbook of a founder who’s done it all—and is now paying it forward.Timestamps:[00:00] Introduction[00:37] Nancy’s background and Briogeo journey[01:00] How to market a first-of-its-kind product without a budget[01:29] DIY press strategy for early brands[01:54] Cold DM tips for reaching editors[02:15] Low-cost influencer seeding advice[02:35] What Nancy would do differently if starting today[02:56] Why personal branding matters from day one[03:16] What she would do the same if starting today[03:39] Why hiring a social media manager early matters[04:06] The early decision that had biggest brand impact[04:25] How Sephora shaped Briogeo’s growth[04:50] How to make your first sale without inventory[05:11] Pre-order and waitlist strategies[05:33] Using prototypes and content to drive pre-sales[05:50] Using Kickstarter as a model for pre-orders[06:05] Best ways to track performance when you don’t have a team[06:26] Basic metrics every founder should track[06:47] Profitability doesn’t need to happen immediately[07:05] Why tracking repeat orders matters[07:19] What is EMV and how to use it[07:37] The importance of reading your reviews[07:53] How Nancy designed her lifestyle over time[08:17] Building a team helped her find more balance[08:35] Why priorities shape your lifestyle[08:53] Hobbies and passions Nancy makes time for now[09:13] What she says no to in order to stay focused[09:27] Nancy’s dating journey as a successful woman[09:43] Advice for women balancing dating and ambition[10:00] Why priorities should drive your dating decisions[10:19] Making time to date like anything else[10:36] Friends with careers, families, and healthy relationships[10:54] What Nancy wishes she knew when building a brand[11:30] When to hire support in your business[11:52] Hire for values, not just skills[12:10] Why defining your company culture early matters[12:32] How the wrong hire can impact the whole team[12:50] One mindset shift that changed everything[13:06] How Nancy reframes hard things[13:42] Why doing the hard thing creates the results you wantFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindset

Susan Yara’s journey to redefining skincare didn’t start in a lab—it started in front of a camera. From reporting news in the Bronx to becoming a trusted beauty voice on YouTube, Susan built a community before she ever built a brand. With her platform Mixed Makeup, she offered something rare: expert-backed, educational content for women who were underserved by the beauty industry’s hype-driven approach.But Susan wasn’t just creating content. In 2019, she co-founded Naturium Skincare. Just four years later, she made headlines when she sold her company to e.l.f. Beauty for $355 million—and became one of the first content creators to successfully scale and exit a skincare brand.In this episode, Nancy and Susan go deep on the realities of building a digital-first beauty brand: funding operations before revenue, pivoting from an influencer to a founder mindset, and how it’s so important to build authentic relationships with your community and retail partners. Susan shares the failures that shaped her, the influencer marketing tactics that actually work, and how she’s balancing life as a founder, mom, and now solo parent.This is a story of vision, resilience, and reinvention. It’s proof that you don’t need to start with a perfect plan—you just need to start with purpose.Timestamps:[00:00] Introduction[03:12] Joining Forbes and building their first video network[04:55] Learning the power of early digital media[06:03] Getting into beauty and lifestyle content[07:24] Launching Mixed Makeup to serve older audiences[08:30] Early challenges funding high-quality content[09:45] Lessons from Susan’s failed first business[11:15] Trying to bootstrap her own skincare brand[12:20] How COVID shut down her original plan[14:42] Joining Naturium and shaping brand direction[15:55] Why Susan moved away from “clean” marketing[17:02] Creating formulas that simplify skincare routines[18:08] Transitioning from influencer to business operator[19:20] Why pricing strategy matters for repeat customers[20:22] The shift in influencer strategy that changed everything[21:30] How nano influencers built authentic community[22:40] Using whitelisting to amplify UGC as ads[23:50] What brands get wrong about influencer selection[25:02] The power of founder-creator relationships[26:05] Getting into Target and making it work[27:15] Building a bold pitch retailers can’t ignore[28:30] Launching Naturium body washes with intention[29:45] Hiring a CMO who can become your future CEO[30:58] The expanded role of modern CMOs[32:00] What to look for when hiring key leaders[33:12] Why Susan sold Naturium to e.l.f. Beauty[34:25] Balancing work and motherhood during scale[35:40] How moving to Miami created work-life structure[36:45] Advice for founders scaling fast or slow[38:00] The real reason behind building a brandResources Mentioned:Naturium | Websitee.l.f Beauty | WebsiteMixed Makeup | YouTube ChannelFollow Susan on Instagram and X, and check out her YouTube Channel.Follow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindset

Amy Liu’s journey to redefining clean beauty started in her own skin. As someone with eczema, she knew firsthand the struggle of finding beauty products that were both safe and effective. The industry was full of promises, but few products delivered results without irritation.  After years of working behind the scenes at Smashbox, Kate Somerville, and Josie Maran Cosmetics, Amy found herself at a crossroads. She had built brands for others, but what about a brand built for people like her? People who wanted beauty without compromise? At 40, she took the leap and launched Tower 28, the first and only beauty brand 100% compliant with the National Eczema Association’s ingredient guidelines.  In this episode, Nancy and Amy unpack the highs and lows of entrepreneurship—overcoming the fear of failure, scaling a business while staying true to her mission, and bringing her husband on board as CFO. Recognized as Ernst & Young’s Entrepreneur of the Year for Greater Los Angeles and one of Goldman Sachs’ most exceptional entrepreneurs, Amy has proven that success doesn’t have to come at the cost of integrity.  This is a conversation about resilience, leadership, and the power of collaboration over competition. Above all, it’s a story about turning a personal struggle into a movement that’s changing the face of beauty.Timestamps:[00:00] Introduction[04:26] Struggling with eczema and the need for safe beauty products[05:52] Discovering the flaws in clean beauty[07:38] Why it took her so long to start her own business[08:54] Getting her first investment and launching Tower 28[10:42] Why launching at 40 was the right decision[11:58] The myth of overnight success and why experience matters[13:21] The role of a CEO and why she chose to stay in the position[14:47] Challenges of balancing leadership with business growth[16:32] Bringing her husband in as CFO and working with a spouse[18:15] Breaking through the crowded beauty market[19:44] The philosophy behind Tower 28’s product development[21:18] Why sensitive skin testing sets Tower 28 apart[22:53] Expanding at Sephora and becoming a top-performing brand[24:36] When to raise money and how to choose the right investors[26:24] Private equity, beauty playbooks, and scaling successfully[28:10] The challenges of hiring and building the right team[30:28] Leadership lessons and learning from mistakes[32:42] Creating Clean Beauty Summer School and supporting founders[34:20] The importance of representation in the beauty industry[36:08] Why collaboration is more powerful than competition[38:35] Advice for struggling entrepreneurs in a competitive marketResources Mentioned:Tower 28 | WebsiteNational Eczema Association | WebsiteSephora Clean | WebsiteGoop Clean | WebsiteCredo Clean | WebsiteClean Beauty Summer School | WebsiteFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindset

Cristina Nuñez didn’t just break into the beauty industry—she’s redefining who gets to shape it. She started her career in traditional finance and private equity, but craved something more personal and creative. So she rolled up her sleeves and jumped into roles that  strategically built beauty brands, including Laura Geller and Clark’s Botanicals. Now, as co-founder and General Partner of True Beauty Ventures, Cristina is rewriting the VC playbook for the industry—one founder, one investment at a time. She’s not just writing checks for beauty startups; she’s building trust, offering strategy, and standing shoulder-to-shoulder with brands like K18, Crown Affair, and Moon Juice. In a fundraising climate where doubt often outweighs belief, Cristina is proof that clarity, conviction, and heart still win.In this episode, she opens up about dealing with loss, pivoting with purpose, and what it really takes to be investment-ready in today’s beauty and wellness space. Whether you're a founder looking for funds right now or still in the visioning stage, this conversation will change how you think about scaling, pitching, and the power of leading with empathy.Timestamps:[00:00] Introduction[00:57] Cristina’s path from finance to beauty[02:56] Why she left investing to build brands[04:00] Personal turning point: her father's diagnosis[06:54] Launching True Beauty Ventures[08:49] Doubts from male investors and pushing through[10:54] The case for more diverse funders[11:47] What is venture capital?[12:56] How True Beauty Ventures is different[15:45] The five P’s of investment readiness[17:45] What do investors look for in founders?[20:47] Misconceptions about working with investors[22:47] How to build trust with VCs[24:44] Focus, prioritization, and saying no[26:45] How to get on an investor’s radar[30:45] Why founder prep matters in fundraising[31:44] How early-stage valuation actually works[34:45] Common mistakes founders make[36:47] Why tight assortments win in beauty[39:45] The danger of low product margins[42:47] The value of founder business acumen[44:47] Cristina’s morning routine and wellness habits[48:45] Advice for founders raising capital nowTo learn more about Cristina, follow her on Instagram and LinkedIn.Resources Mentioned:True Beauty Ventures | WebsiteK18 Biomimetic Hairscience | WebsiteCrown Affair | WebsiteMoon Juice | WebsiteEquinox | WebsiteL Catterton | WebsiteClark’s Botanicals | WebsiteTengram Capital Partners | WebsiteLaura Geller Beauty | WebsiteClark's Botanicals | WebsiteYouthforia | Website JumpStart Beauty Brand with Rohit Banota Episode 7 on What Beauty Founders Don't Know with Cristina Nuñez | Spotify or AppleFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com

Monique Rodriguez’s journey is one of resilience, purpose, and bold reinvention. She dedicated nearly a decade to healthcare as a registered nurse, but the loss of her son in 2013 shifted everything. In the wake of that tragedy, Monique found clarity—and the courage to follow a lifelong passion for beauty. With no formal business background, she launched Mielle Organics from her kitchen and built it into one of the fastest-growing textured haircare brands in the country.Now, Mielle Organics is not only a staple in major retailers like Target, Walmart, and CVS, but also a study in authentic brand-building. Her approach is rooted in community, education, and transparency. As the CEO, she’s built trust by simply being herself—from going live every day during the pandemic to letting customers weigh in on packaging decisions. She’s also navigated the complex world of retail expansion by knowing when to say no and when to scale up.In 2021, Mielle took on private equity for the first time. Just 18 months later, she and her COO, who happens to be her husband, Melvon, sold the company to P&G — but not before making sure the deal would preserve the integrity of the brand. Monique still runs the company today, and she’s focused on building a legacy, not just a business. Monique  recently added “author” to her list of titles with a book that helps people find purpose in their own stories. She lives in Chicago with her family, where she balances leading a global brand with slow mornings, warm lemon water, and staying grounded in faith.Timestamps:[00:00] Introduction  [07:52] Starting a business without experience or connections[08:34] Learning the business side and asking for help[09:20] The challenge of raising capital as a Black female founder[10:10] Bootstrapping Mielle before taking on funding[10:59] Why Monique turned down Walmart the first time[12:30] Building long-term sustainability, not short-term hype[13:00] How Mielle went viral with rosemary mint oil[13:44] Creating viral moments through authenticity[14:22] Building trust through storytelling and transparency[15:05] Turning customers into community[15:42] How Monique stayed present online without burning out[16:19] The power of community to support during backlash[18:52] The emotional link between beauty and customer loyalty[19:30] Building real connections at trade shows[20:02] Standing out in a crowded beauty industry[20:50] How community building helped attract investors[21:32] Education as a brand differentiator[22:10] Creating emotional experiences around products[23:02] Going big at trade shows to make a lasting impression[23:55] Using experience to fuel word-of-mouth marketing[25:10] Sharing behind-the-scenes with her community[27:20] Handling criticism and negativity online[28:13] Protecting mental health while being a public founder[31:12] The reality of criticism for successful female founders[31:58] Taking on private equity from Berkshire Partners[32:44] Why Monique wanted to maintain majority ownership[33:40] Finding the right kind of investor partnership[34:21] What to look for in a private equity deal[35:04] Planning for an eventual acquisition[35:40] How fast the P&G acquisition came together[37:06] Choosing the right partner over the highest bidder[39:30] Benefits of selling to a strategic like P&G[40:18] Brand globalization and new opportunities[40:50] Access to better ingredients and scientific resources[43:48] Balancing business and marriage[46:00] Monique’s slow morning routine[49:18] Key lessons around mindset, faith, and perseveranceResources Mentioned:The Glory in Your Story by Monique Rodriguez | Book or AudiobookMielle Organics | WebsiteP&G | WebsiteBerkshire Partners | WebsiteFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com 

Meera Bhatia’s career is a masterclass in transformation, bridging the worlds of technology and retail. She started at Microsoft, Expedia, and LinkedIn, where data and innovation were king. But instead of staying in the tech lane, she saw something others didn’t: the power of technology to reshape the retail landscape. Now, as the Chief Operating Officer of Fabletics and President of TechStyleOS, Meera is rewriting the rules of fashion commerce. She doesn’t just oversee growth, technology, and supply chain operations—she orchestrates them, weaving AI, data, and personalization into an omnichannel experience that keeps millions of members engaged. In an industry where trends come and go, she’s building a model designed to last. Her approach is simple but powerful: Meet the customers where they are, innovate fearlessly, and always stay ahead of the curve. Meera’s leadership includes roles at Stella & Dot and Savage x Fenty, where she merged consumer insights with digital strategy. She lives in Los Angeles, where she balances the intensity of scaling brands with embracing wellness and staying active.Timestamps:[00:00] Introduction[01:17] Meera’s transition from tech to retail[02:41] The role of technology in modern retail[04:03] Understanding customer needs through data[05:26] How Fabletics’ membership model drives engagement[06:48] Challenges and benefits of a subscription-based business[08:14] Why personalization is crucial in e-commerce[09:37] Leveraging AI for better customer experiences[11:02] How businesses can start small with AI[12:29] The importance of an omnichannel retail strategy[13:53] The role of physical stores in digital-first brands[15:21] How online presence boosts retail locations[16:44] Leadership strategies for collaboration and empowerment[18:07] The importance of assuming the best intent in teamwork[19:33] How to scale a brand while staying agile[21:09] Why hiring the right people is key to business success[22:46] Investing in the most critical areas of a business[24:13] How Meera stays resilient as a leader[25:38] Balancing work and wellness for long-term success[27:04] Why mindset is everything in businessResources Mentioned:Fabletics | WebsiteSavage x Fenty | WebsiteStella & Dot | WebsiteFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindsetwww.makersmindset.com 

Brigette Romanek is an acclaimed interior designer and the founder of Romanek Design Studio. In this episode, Brigette shares her journey from a self-taught design enthusiast to one of the most sought-after interior designers, working with A-list clients like Gwyneth Paltrow, Beyoncé, Jay-Z, and Christian Bale.Since launching her studio in 2018, Brigette has been consistently recognized on Architectural Digest’s AD100 and First Dibs 50 lists.  She was named an Elle Decor Titan in 2024. In this conversation, she opens up about building a successful creative business, trusting her instincts over formal training, balancing luxury with functionality, and staying resilient in an ever-evolving industry.Brigette is also the author of the bestselling book Livable Luxe, which showcases her signature design approach: beautiful, livable spaces that support and inspire. Whether you're an aspiring designer, an entrepreneur, or simply someone who loves stunning interiors, this episode is packed with wisdom, creativity, and business-savvy insights you won’t want to miss.Timestamps:[00:00] Introduction[03:52] Exposure to global design through travel[05:36] Trusting instinct over formal training[06:01] Challenging traditional design rules[07:11] Blending luxury with functionality[08:52] Creating spaces that feel lived in[09:30] Making client visions a reality[10:21] Customizing designs for each project[11:19] Writing the book Livable Luxe[12:57] The power of storytelling in design[14:07] Walking as a form of creative reset[15:21] Finding inspiration in everyday life[16:43] Breaking from routine to spark ideas[17:15] Scaling a design studio without losing quality[18:45] Lessons learned from business growth[20:14] Building a strong team for success[21:31] The importance of setting clear boundaries[22:49] Navigating client expectations[23:16] Encouraging team input and creativity[24:42] Balancing leadership with artistic freedom[25:06] Creating a supportive studio culture[26:07] Learning from early business mistakes[28:28] Expanding into product lines[30:46] Bringing in experts to support business growth[31:55] The importance of delegation[34:00] Common challenges for new designers[35:23] How Brigette's biggest client collaborations happened[36:45] Working with high-profile clients[37:39] The creative freedom clients give her[38:47] Overcoming setbacks as an entrepreneur[39:35] Staying resilient in a competitive industry[40:36] The power of believing in yourself[42:03] Advice for self-taught designersResources Mentioned:Livable Luxe by Brigette Romanek | BookRomanek Design Studio | WebsiteFollow Nancy Twine:Instagram: @nancytwinewww.nancytwine.comFollow Makers Mindset:Instagram: @makersmindsetspaceTikTok: @themakersmindset