Welcome to Where Brains Meet Beauty, hosted by Jodi Katz, founder and creative director of Base Beauty Creative Agency.
Hi, Jodi.How are you?Hello, Eleni.It's great to see you.It's great to see you.Welcome back from your latest trip to your happy place.If anyone is listening who knows Jodi's happy place, you probably already guessed it's Disney.
I was at, well, I've had a few epic vacations this summer, but this most recent trip we went to Disneyland in California.
And then a family member actually works for Disney Corporate, so we were able to go to Burbank and have a private tour of their studios in Burbank also, which is like literally next level.
So lots of incredible, like, pinch-me moments recently with regard to Disney.And I came home with a new piece of Disney clothing, a Halloween-themed sweater, which you will see on Halloween.
That's amazing.Another another Jodi favorite.How was it comparing, can you compare Disneyland to Disney Tokyo?
No, I mean, it's just like, so the experiences are so different.And you know, obviously being in another country is so exciting, a country I'd never been to before.
For me, it's so thrilling to see Disney come alive in other cultures, and hearing so many different languages around me while being, you know, on these rides.
So it's really like a dream, literally a dream come true for me to be able to say I was at Disneyland Paris in November, I was at Disney World in April for spring break, Disney Tokyo in August on vacation, and then Disneyland again at the end of this month.
So it makes me so happy, and it makes our family happy, and it's so inspiring.Like I really, like I take notes when I'm there, because it helps me think about the way I lead and the business I want to build.
That's amazing.There has to be a Hall of Fame for that roundup for this year.Okay, well, tell us who we're chatting with today.
So this was an incredible episode.I did not know Sahara Alladi until this recording, but she really is electric and slash on fire.She is so incredibly passionate.Her energy is something I knew it really comes through the screen.
I don't know how to describe it.We record on Instagram Live so I can see her face at the same time. She is a powerhouse and I don't think anything gets in her way, like anything.
So she started out as a Hollywood screenwriter, this is like a pretty interesting story that she tells, and found her way to inventing and creating Lashify and running the business as a CEO.So she just doesn't give up.
I mean, this is like a huge theme of the work that she does.She loves to unravel puzzles and solve problems. and she needed lashes to look a certain way and she decided she's going to find out how to make that happen.
That's amazing.I am always so inspired by the innovation that comes through on these episodes.I remember those quizzes you used to take like if you are this type person, you might end up doing this and like taking you down through the career path.
If we were to ever try to do that for the guests of our show, it would be so windy.And it's really cool how everybody takes the skills from other parts of life into where they are now.
Well, that's one of the reasons why I love asking that question about, you know, in their career journey, when they're like 11 years old, what did they want to be when they grew up?What was their dream?
Because in so many of these cases, people actually end up putting their dream to action.
It might not be like the same job title, but if they wanted to be a performer and then all of a sudden they're running the CEO and they're like literally an influencer and CEO on social media, like they're performing, right?
So these things happen all the time.It's so fascinating.
So fascinating, and I did see some behind-the-scenes photos of Sahara on her recording, and her lashes looked amazing.Made me want to try Lashify myself.So for our fans who are listening, you are in luck.
Sahara sent us a code for new customers, 25% off at checkout with code BEAUTYBRAINS, that's B-E-A-U-T-Y-B-R-A-I-N-S, at Lashify.com, and the link is in our episode description.
So Sahara suggested trying the control kit if you're just starting out on this DIY lash journey.So it has literally everything you need to get started with Lashify.
You'll build your kit by picking your lash style and size and includes all the tools you need.So when you look at Sahara, if you re-watch the Instagram live, her lashes look very natural.Like it's not like this giant like kind of
Las Vegas showgirl lash.It's very, very natural.So you can choose that or you can choose something more bold.But you would never know that those actually weren't her own lashes.
That's amazing.And I hear that it's very easy application, like even a person new to applying lashes can do it.But they also have a free 15 minute one on one with an educator to make sure that you're going to nail your look.I love that.
Okay, so if you don't believe us, or if you don't believe Sahara, then believe 14,000 reviews. and real reviews for fake lashes, which is really funny to think about.
Get perfect lashes 24-7 and a major confidence boost with Lashify, the world's first DIY lash extension system at lashify.com, 25% off at checkout with code beautybrains.Let's get to the full Higher Energy episode.
You are going to love Sahara Lottie on episode 266.
Welcome to Where Brains Meet Beauty.We are a career journey podcast talking about what it's like to define success and reach for it in the beauty and wellness industries.Today, we continue our artistry wisdom theme.
We look to artists for their understanding of their passion for the creative process. Sahara Lati, founder and CEO of Lashify, inventor of the world's first and only do-it-yourself lash extension system.
Sahara identified a gap in the beauty industry and set out to fill it through innovation.With over 280 patents worldwide, all credited to her as a sole inventor, she has firmly established herself as a leading innovator in lash technology globally.
Before Lashify, she had a good stint in Hollywood, writing and selling scripts to Universal and eventually getting a three-picture deal with Fox.
I'm excited to get into this conversation about her career journey, from catching the eye of Hollywood to beautiful lashes, all on episode 266.Welcome to Where Brains Meet Beauty.
Thank you.I am happy to be here.
So this is a career journey conversation, and it sounds like we're going to really have a lot of fun with this one.But since we talk about career journey and not marketing and sales, let's go back to when we start having daydreams about our careers.
What's the first job that you imagine yourself having?
OK.I think I wanted to be a movie star.I really do.And then I wanted to be a witch.So it was a mixture between a witch and a movie star.So a professional witch. Well, you know, we had this area in our backyard.It was like a rock.
And me and my sister had created like a, it was almost like a, I don't know what this, like a whole like bowl thing.And we would take all the, like, I would take like ants and I would take, I would be like, you know what I'm saying?
And I'm like, poof, I'm going to make this happen.So I had a very creative, Yeah, so it was definitely movie star, witch, and then animal communicator, you know?Yeah, things like that.
Okay, so how interesting that you wanted to be, you know, in Hollywood and then you actually literally made that happen.Yeah.How does one make that happen?What was that journey for you?
You know, it was for me, it was a little, you know, my parents, my dad's very straight businessman, you know what I'm saying?And like straight business.
So it wasn't like I had those parents that were like, you are so talented and you should go follow your dreams.Oh, hell to the no.It was like, not like that.
It was like doctor, lawyer, you know, like software CEO, you know, like go do something like that.And I was always negotiating with my dad.
So, I said to him, if you let me go to USC, I promise, and let me get some kind of creative major, I promise I'll get straight A's.And so, I negotiated that, and I had some major called Theater and the Humanities.I didn't even know what it was.
And then I had a minor in Cinema.And then at that time, I started taking acting classes. And then I was writing my own scenes for the class, and people kept asking me, where did you get that?And I was like, oh, I got it at the bookstore.
So then people went to the bookstore and looked for my screenplays, and they didn't exist.So I was like, OK, wrote it. And then there was a manager in the acting class at the time that was like, you're a good writer.
You should come rewrite some stuff for me.And this guy had just created American Pie.So he was really, really hot at the time.So he basically gave me a couple of scripts.He says, rewrite these.And I rewrote them.
And three weeks later, I sold my first thing to Universal.So I was like, Whoa, this is amazing.And I went directly into that, you know, so like I did acting for like five seconds, but then so that's how I essentially got in.
Okay, so let's go back.Why did you not reveal that this was your own original writing?Why did you?Why did you tell a fib at that moment?What was going on in your thinking?
I thought that it would almost undervalue it if they knew that I wrote it.Does that make sense?That has a lot to do with things that come easily to us, we generally don't appreciate them, right?
And so writing was something I was very naturally talented at, but because it wasn't so hard, I wasn't giving it credit. Does that make sense?
I'm in marketing, so I'm around people my whole career who assert this notion that you have to be struggling and it needs to be torture and it needs to be painful and it needs to be over the top filled with intensity to make great work.
I just never bought into that.
It's so funny because that was a big thing for me too. Somebody said to me once, they said, Sahara, stop doing your best.And I was like, what?They're like, your best is too good.You don't need to do your best.Just do a little.You know what I mean?
And I was like, OK.But at the same time, we don't realize this, but as women especially, at least for me, my sense of self-esteem came from my work.
Like, no matter how cute I was, how skinny I was, you know what I'm saying, how many dudes loved me, it was never about that.It was about my, what I was accomplishing using my brain, you know?
When you were really little, what were the people around you were telling you you had to be like, doctor, lawyer, right?
Yeah.Like, get good grades, get good grades, make money.
So, how could you possibly think you could be, how could you possibly- Right. Right.Creative value system around writing.
It's not possible.Exactly.No one introduced it to you.
No.No.No.It wasn't until, it actually wasn't until I created Lashify that my dad really gave me any credit.You know what I'm saying?
He was kind of like, even though I made it for a screenwriter, I really made it in Hollywood, but I was making it to prove him.I was like, see, I can do it. I didn't even want to make movies.I just wanted to sell them.
And so you know what Jodi, that's exactly what I did.I sold them and I never made one because that's not what I was going for.And so then I started realizing that if you can't see what it is that you want, you are not going to get it.
You have to see it.You have to see what that is. And so my career was like going like this because I would see only part of it.Does that make sense?Yeah.
I mean, visualization is critical, I think, to getting where you want to go.
Yeah.Yeah.But even on a – there's the secret aspect of it and then there's like the universe doesn't know what to give you if you don't know what you want.You know what I'm saying?It's really kind of how it is.And what was weird is with Lashify.
Oh, no, no, no, no, no.I saw it.I was like, my name is Sahar Eladi, and I created the world's first... And I have video recordings of me.I'm like, thanks, guys.I knew you were going to love it.I know.
And I was like talking to all my imaginary friends, and I'm not kidding.And to this day, my imaginary friends are like right here, right now. They're still here.They're not even imaginary anymore.
I was just going to say, there is so much love for you in these comments.I can tell people who really appreciate you.
Yeah, my customers are beyond the most amazing people ever.
Okay, before we start innovating and inventing and creating patents,
Let's just hang here for a second because we're able to create income from screenwriting, not a passion of yours, but it was happening.Okay, so you let it happen.Is this time in your career, what are you doing every day?Right?No.
Because at Lashify, I'm sure you have lots of duties to do, right?
I love that you're asking me this because it was much more than that.Here's the thing. Screenwriting, I was a really good screenwriter, but selling scripts was hard.What I was really, really good at is I was a shopper.And I mean shopaholic.
And then I'd rack up my credit card bill and be like, ugh.They gave me an Amex out of college, so I was like, ugh.And then next thing you know, I'm like, I don't know how I'm going to pay this, and I would have to negotiate with my dad.
So what I started doing is I started buying and selling things online. And every time I'd, so I'd be like, Oh my God, I'm dying for that bag.I'd buy the bag.And then I'd be like, I'm over this.
And then I would sell it online and I'd make all this money off of it.So I knew that I was really good at like having a good eye.And then how it all happened was it was like early 2000 and I saw that
all of these knockoff bags were being sold on eBay.And I was like, they didn't even make that color.It was a Balenciaga.And so I'm like, they didn't even make that color.
So I was so irritated by it that I wrote a guide on how to buy an authentic bag.Okay.And I sold it on eBay for $5.The next morning I'd sold 20 of them.So I was like, whoa.
So then I'm like, let me create a website and like have all the zippers and the colors.I sold 20,000 of those passes to that website. And people stopped buying fake bags, but then they were like, hey, can you get me that bag?
I'm like, hell yes, I can get you that bag.So then I was calling all my girls all around, literally the world, buying all the bags.And then I was buying them because they were really hard to get.They were kind of like Birkins at the time.
And then I was selling them.So what I knew is that any time I sold things, and I remember saying this, any time I deal with the people, I find success. But I was getting frustrated with the studios, you know what I'm saying?
And the dynamics of it just being one person that could be the choke point, you know what I mean?And remember, during this time, I'm torturing myself.I'm like, what am I doing with my life? I don't know what I'm doing."
Then I'd be like, oh, I need to make money.What I realized later is that every one of those things that I did is why I'm able to do this now, but we don't trust the journey.You know what I mean?
When did you become somebody who can trust when it comes to your career?
Okay.Let's jump there.No question.I read I think it was 200 and something patents.That's a lot.
It's actually 600.It's actually 612.
Oh, wow.We are way off.612 patents.All right.So you just told me that you are like a true problem solver, right?Like you solve this vintage bag situation.
Yeah.You see what I mean?It's always to help people too.I was really offended that people were buying these bags for like $3,000 and because I was a total collector, I knew they never made that color. And so I see them like bidding on it for $3,000.
I'm like, how do I message this person?Like, you know what I mean?Like I, because she's getting ripped off.I know it has nothing to do with me, but I'm just that type of person.And so I wanted to help.And then from helping it became a moneymaker.
I think it's a, an important idea to think about how Solving problems obviously like fills your tank up, like I can tell, like you're super joused about it.
So what was a moment when you thought that there was a problem to solve when it came to lash extensions? Like, where were you?What were you doing?
What did it smell like?Yeah, I remember exactly.So basically, I started getting lash extensions in 2004.I had a friend named Anita Ko, who's a jewelry designer, and she's Korean.And I looked at her at her birthday party.
I was like, Anita, your lashes.She's like, girl, Cindy at Oasis on Western.And so I'm like, what do you get?She's like, they're called lash extensions.And so made an appointment with Cindy.
Literally Cindy put these on and I was like, I am so cute I was like I am so cute right now and remember I'm like in my 20s It's all about what I look like.
I've got naturally curly hair I just gotten a Brazilian blow-dry and now my lashes are on and I was like, oh I am complete right so then I started getting them addictively.Couldn't be without them.
Okay, wait.I want to pause you there.The style of lashes that you're using in your 20s, because right now what you're wearing looks very natural to me.Was it huge and very ... Well, no.
No, because that wasn't even invented at that time yet.Remember, I'm getting it in 2004. You know what I mean?And so they're only that single to single.They don't even have volume at this time.
They just basically looked like this but double maybe, a little bit thicker.And I just remember I had a boyfriend that was like, oh my God, you're so pretty when you get out of the shower and wake up in the morning.I'm like, thanks.
It was just me kind of fulfilling my ego.And then a few years goes by and I'm really frustrated in writing. I'm just pissed.I remember I had a rewrite and they didn't hire me for the rewrite.I adapted the book.
It was politics once again, like CBS Films politics.I remember it wasn't Cindy anymore because Cindy decided to have babies, so her daughter Vicky was doing it now.I was like, Vicky, I need to come see you.She's like, sorry, you can't make it.
I'm like, no, Vicky, I'm leaving town.She's like, sorry, I can't make it. You know what, Vicky, I'm over this.And it was that point where I was just like, I'm just going to do this myself.I'm going to do it myself.
And so let's go back to the handbag thing.I'm a really good sourcer.I can find anything.I had a chick in Kuwait.I had someone in Aspen.So I start searching the internet. And I start searching, like, Yahoo Taiwan.
I'm using Yandex, like, Russian, Google.I mean, I'm searching everything, looking for at-home lash extensions, DIY, nothing.Like, not even, in fact, I have a screenshot of, from, like, back then, of you just, nothing.It just didn't exist.
And I was like, what?You know what I mean?So then I start, like, thinking about it.I'm like, well, if I had this thing that If I had this thing, so then put that on pause, you know, but I'm still going.
And then finally, finally, I was like, it was something with dogs.You know, you have to have an impetus to change your whole life.Like there has to be an impetus.Right.And so I was really into English bulldogs.I still am.
And all of them were getting really sick.And so I figured out a way to get them healthy by using just natural things like turmeric and homeopathy and like things.
And I remember I took my dog to the vet and she goes, oh my God, I've never seen a bulldog look this gorgeous.Like, what are you doing?And I was like, I am using turmeric and homeopathy and I feed him venison.
And she literally looks at me, look, she goes, and I was like, what?She goes, there's no research.And I was like, Well, you just said my dog was like really cute, you know, and she's like, there's no research.And the way she said it pissed me off.
I can't explain it, but it was like, I was like, Oh, you're, you're dismissing me.You're basically looking at me like I'm crazy, but my dog looks better than any bulldog you've ever seen.
And I also happen to have 40,000 followers and they're all doing this protocol that I told them and their dogs are getting better. And the way she spoke to me, it just kind of bothered me.So I called my other vet, who's a friend of mine.
He goes, Sahara, if you want medicine that cures animals, you're going to have to fund that yourself.He goes, we're not in that business.We're in a symptomatic business.We relieve symptoms. And I was like, okay, I'm going to be a billionaire.Watch.
I'm going to do it.Do you know what I mean?He was like, okay.So I was like, okay, I got to be a billionaire.How am I going to do this?Because I never ever did anything to make like money.Right?I was like, no, dude, I got to do this.
And so I'm like, so I was like, you know what?Every time I go to Palm Beach, because I had a friend that lived there, everyone that owns the big yachts I'll be like, oh, whose yacht is that?They're like, oh, that's the guy that invented the hubcap.
And then, oh, that's the guy that invented the window tint.And so I remembered that.I was like, oh, that's how the American people do it.OK.OK.I'm going to do this.I'm going to get a patent.And that's literally how it started.
I was like, what's the idea that I have that's really good?I was like, I think it's the lash idea.And so I decided on December 25, 2015, I decided that I was going to devote my whole life to this.
It's a Christmas miracle is what you're telling me.
Yeah.Yeah, totally.It was like, yeah, yeah.
So Hair Me Out, it wrote, the fact that you can speak on so many unrelated and different subjects so knowledgeably speaks volumes.
Which could be, I guess, if you're going to write the screenplay of your life and your story, that could be the subtitle.Unrelated, but then you make them connect, right?Which is the job of a writer.
Yeah, well, I'll tell you something interesting. Yes, screenwriting.Listen, if you really think about screenwriting, it's very technical.You basically, it's not a TV episodic.You have 110 to 15 pages where you have first act, second act, third act.
You have to start, you have to like set it up.It has to pay off by page 52, let's say by page 100.So it's very, very technical.And guess what?So is product development. So is creating a system.
So I was like, okay, so this is gonna be the eye this thing has to wrap against the eye Then we're gonna put it underneath then we're gonna come and we're gonna clamp it down We're gonna create six sections.Then we can layer it on top of each other.
You know what I'm saying?It was very much the same Technical brain but just in a different way And then I was a writer, right?So I knew how to edit stuff, and then I was okay being on camera.
All of those things put together, because people weren't buying it at first, Jodi.They were like, what the hell is this?Like, this is scam, you know?So I started going on live just like this, and that's when people started buying.
Let's talk about, I know you're a very clearly resourceful person, but I would imagine that seeking out patents, this level of technical, it's a real need, right?You can't just write about it, actually, to show something.No.
When did you get to this point and this idea that you're going to pay for the yacht in the last extension business?
And like when were you confronted with like sort of those technical realities, not writing, not creating, not like solving people's needs, but the actual like, wow, this is like very different and brand new.
The hardest part about it, like the making of the lash extension system.And I'm a person that will like, I mean, I tried to paint my own car once, you know what I'm saying?Like I'm crazy like that. Okay.
So I literally, I had like this, one of these eye necklaces that I broke.I'm like, I don't feel like going to 14 carats.I'm going to start, I'm just going to learn how to melt gold, fix this myself.
So I literally, I spent like $800 on like Amazon buying like soldering, like all this stuff when I could have just literally taken it.But anyway, I just, I'm the kind that doesn't read directions.
And so the creating and the, and the doing all that was very, that came naturally to me.The patenting and the creating a, C-Corp and the shares and the equity, I was like, I have no idea what I'm doing.So I got an attorney, didn't explain anything.
You have to essentially make a bunch of mistakes.And then you're like, okay, I'm going to sit down.So I had to study a lot. You know what I mean?I had to study a lot in order to, you know, you have to make a few mistakes.
Like in my patents, for example, I gave too many details.You're not supposed to give that many details.You're supposed to keep it, you know, a patent is basically, let me give you an example.You're like, Oh, a box in order to hold makeup.Right.
But if you say a box in order to hold blush, you just limited yourself.Somebody can come and put hair gel in it, right?So if you say a box and it's black, you just limited yourself.Somebody can come and make it yellow.
Somebody can come and make it red.If you say a square box, no. You don't.You say square box, triangle box, round box, of any color, of any material.You know what I mean?Holds anything.Doesn't have to be cosmetic products.
It can be any kind of product.Hair products, jewelry, does that make sense?So that's what I had to learn about the The patents, you're trying to go for broad, right?And it's very, very technical.
And after you waste enough money, you… I was just going to ask, were these expensive lessons?
So I started Lashify.I didn't have a ton of money.I had a very specific price point, right?And I was like, I know this isn't cheap, but I need to be able to support myself and I need to be able to get more IP.
So I started with a high price point because I knew that I had just invented something really great, it was going to be really chic, and every cent I made went back into the company.Boom.Boom.
Next thing you know, I've got one patent, two patent, three patent, four patent, five patent. So I was just like, I was just literally, I wasn't like bawling.You know what I mean?I wasn't like, yeah, let me go on my yacht.Nope.
I was just putting it right back into the company.And that, and the way that I did it, Jodi was that if I made $500 the first day, I had to make $600 the next day.And the next day I had to make seven.
So I wasn't like looking at my run rate or like anything.I just knew that I had to make more the next day after I did.And so I just kept working harder and harder and harder and harder to make sure that I was, cause you don't want to plateau.
We've talked a lot about your individual journey, but at some point the company gets big enough where you need people to support you, right?Yeah.When did you know it was time to add to your team?
Because you seem like a pretty self-sufficient person, I would imagine. It's essential to have a team but also probably pretty challenging.
Yeah, really challenging.In the beginning it was all kids.It was me and a group of kids.Remember, I didn't go to business school. The mistakes that most people don't want to do I was like, what do you mean?
I'm totally gonna have my own distribution center and I'm totally gonna shit my own things You know what I'm saying?
So I'd build this distribution center and then next thing, you know I've got 20 kids working in there and then they're not getting paid a lot So I'm like, let's go on like trip vacations like you know what I mean?
So I'm and so then I was like then what happens is we got so big that I needed like people so these kids were amazing because they would just work really really hard, but I needed almost a way to scale technical abilities, right?
And so then I brought in a bunch of beauty business people that were like, ooh, that had big resumes.No.You know what I mean?So I had to make a lot of mistakes in that area.It's not about your MBA.It's not about how fat your LinkedIn profile is.
It's really just about your grind.You know what I mean?This is not brain surgery. Like, you can learn anything you want to learn.You just have to want to work.
I'm going to clarify that these aren't actually kids.They're young people in their 20s.
Oh, no, they're not.No, they're like 25, 26, 27.Right.
So, yeah, you have to be ambitious, but what you're saying is you didn't need people who really already done this before, done something like this in other companies.Their thinking might have been too limiting for you at that point.
Yeah, because sometimes when you're working in these big companies, you're cogs in a wheel.Does that make sense?But without the other people, you're not able to be – so for me, it makes much more sense to hire an entrepreneur that did it themselves.
Does that make sense?Or somebody like my VP of supply chain. We had the first interview we had, she goes, listen, you know, she came from Nike.She was, you know, she ran their supply chain and she goes, listen, I didn't go to college.
And I looked at her and I said, good.You know what I mean?Because how'd you get here?You know, you worked your butt off.And so that's kind of.
So our theme this quarter is artistry and I think it's so interesting to have you on here because you're actually asking me, the end user, to be my own artist in a way, right?By doing this as a do-it-yourself.
So let's talk about some artists that inspire you.I imagine you get inspired in a lot of different places.
Oh my goodness.I mean, artists inspire me.My customers inspire me.Everything inspires me.A flower inspires me.Birds inspire me.You know what I mean?I'll see feathers and I'll be like, ooh, I want to make a lash like that.
For me, inspiration is loving what you do.Does that make sense?It's like, if I don't love it, I'm not inspired.But if I love it, And like, for example, just even with these customers, it's like this back and forth.It's this very like, oh my God.
And it's like, imagine like I'm the artist and they're my benefactors.I'm like, do you like this work that I made for you?You know what I mean?And I get that immediate gratification almost.And then it just keeps, it keeps, it keeps me going.
But like artists that I'm working with lately, like Ismael French, she's incredible. I love people that think outside of the box and that are multidisciplinary.You know what I mean?That love to do a lot of different things, not just one thing.
I'm trying to think artists that inspire me.I'm really into music, Jodi.Prince inspires me.Sam Cooke inspires me.Music, definitely, for sure.Schiaparelli right now inspires me. Daniel Roseberry.Yeah.
Okay, I think we're running a little bit over time on the interview.So my last question for you is how you work with artists, right?I would imagine makeup artists are picking up your kits and using them on their clients, right?Oh, yeah.
So, you know, you spoke about your end user is inspiring you.But what is your relationship, like with makeup artists who are out there on the road doing work?
So interestingly enough, when I first started Lashify, Mateen, who is a very well-known makeup artist, he saw one of my ads before I even had the product.And his agent sent me a message saying, Mateen would like to use these on Angelina Jolie.
And I was like, oh my god! And I was like, OK.I was like, send him like a 3D.I'm not kidding.I sent him a 3D sample.I was like, here.And I didn't even have it.He was the first person.And he watched me on a live.
And he's like, darling, I can't stop watching you.He's like, this thing that you just made is incredible.And then Mateen started posting about it.And then next thing you know, all of these like famous artists, like famous.I Googled them.
I'd be like, oh my god, that's Mariah Carey's artist. And they all just started, like, it was really them that launched the brand, you know?
So makeup artists, and I've always been, we've never done sponsored posts with, like, influencers and things like that.It's always been artistry, you know?And so I'm actually very loyal to the artist community, too, because, you know, they got it.
They got it.And you know who else is the most amazing?Vivian Baker. Vivian Baker is an Oscar-winning TV makeup artist, and she came up to me, she asked if we could meet, and she grabbed my face, and she goes, thank you for creating this.
You've made my life so much easier. You know?And that's the stuff, right?That's what keeps you going.Yeah.
Without a doubt, brands who find, we call our KOLs, the key opinion leaders in their category, if you like dig into those relationships, nurture those relationships, spend time educating them, spend time getting to know them, that's where your growth is going to come from because they're the best advocates for you, right?
Because they can speak to the technical aspects. They can show and tell again and again because it's literally what they're doing all day long.So I love that from the beginning you saw the impact because it's so important.
Absolutely.I was just like anybody, honest to God, anybody that loved my product, I felt so grateful and loyal. I don't know how to, you know what I'm saying?This was like my, I put so much into it.
Like I was working probably like 19 hour days until I figured it out.I put my whole life into it.And anybody that saw like the magic in it, I felt like immediately grateful.
And I never forgot them, which is so funny because when I like reconnected with like this one artist, Bo Nelson, who's one of my best friends now, he came to some lash by event and I go, Bo Nelson.He's like, how do you know me?
I'm like, because you once posted about us in like 1982.You know what I mean?But I'm just that kind of – like Wayne Goss, like someone just said, Wayne was one of the first that was like this thing is incredible.
So yeah, that's – it's just anybody that loves your art, you know what I'm saying, that loves what you create is – yeah.
Well, when you're a creator and an innovator, it feels vulnerable to put your idea out there, right?Just like an artist, right?Painter, designer, whatever.
It's a very vulnerable place to be so these people are actually giving you an actual hug and that's why it feels so good.
Yeah.I love the way that you just said that.That's so true.I was so bad in the beginning.If somebody left a comment, I was like, what do you mean you don't like it?I'm like, it's incredible. People are like, can you not be unprofessional?
I'm like, what do you mean?They're like, you're a CEO.I'm like, oh, right.You know what I mean?Because me, I was like a mad scientist.And so I've now learned to not take it so personally.And people can hate things all the time.
It's the internet, right?
Well, I think I'm saying take what you like and leave the rest.So take the hugs and leave the rest.Or sometimes the negative feedback is actually helpful for innovation, right?
So they're gifts, they're little boxes with bows sometimes when there's criticism.This was so fun.Okay, we are going to have to wrap up our interview segment.Thank you, Sahara, for your amazingly honest answers.
Thanks for these great questions.
Okay, we literally have like one minute for questions.Okay, gosh, there's so many.Okay, let's talk about patent infringement.That'll be a short response. Yeah.Okay.Nina wrote, we know you've had struggles with China and patent infringement.
What missteps have you made and what would you do differently if you started today?I think I did everything right.
I was very, very cautious, took pictures of everything I did.You know what I'm saying?Honestly, when it came to that, I was actually right, got my IP first there.It's all about evidence, evidence.So if you're, you know what I'm saying?
If you're writing a book right now, take a picture of you writing that book and at what time it was.
Yeah.Oh, I love that.That's so succinct too.So what a great response because sometimes they say shit happens, right?So like even if you do everything right, it doesn't mean that things are always going to go your way.Yeah.But you did do it right.
I did it right.And you have all that incredible proof.Yeah.
And believe it or not, it's what helped me in the end. It was that evidence, that evidence.Also, I spoke my truth and I didn't let anyone tell me not.Does that make sense?If something bad is happening to you, you need to talk about it.
Some people want you to not and that has to do with anything.Anytime you're feeling victimized, talk about it.Don't be embarrassed.Talk about it because that's how you're going to get the support.Yeah.
This is such an incredible podcast.We could talk for days so hopefully we'll get to meet each other in real life soon. Okay, so thank you, Sahara, so much for joining us.This is our 266th episode.
So I don't have as many episodes as you have patents, but I will say that.
Congratulations.Congratulations.
And thank you to our listeners for joining us.If you like this episode, please rate and review.
And as always, make sure you're following us on your favorite podcast platform and Instagram to stay up to date on the upcoming episodes and all the fun we have along the way.This is super fun.I'm excited to watch your success.Thanks, Kody.Thank you.
Thank you so much.So lovely to meet you.Bye, guys.
Thanks for listening to Where Brains Meet Beauty with Jodi Katz.Tune in again for more authentic conversations with beauty leaders.
