Building Demand Before You Launch: The Barefaced Story with Jordan Harper

Are you growing your business based on what your customers actually want? In this episode, I'm joined by Jordan Harper, nurse practitioner and founder of Barefaced, who turned her skincare expertise into a thriving brand by keeping things simple. Jordan shares how listening to customers, educating her community, and building trust before launch helped her launch Barefaced without capital investors. We also talk about staying focused, creating more value without constantly adding products, and balancing business growth with motherhood. Get ready to rethink how you grow your business, build customer trust, and turn real problems into opportunities. Check out our Sponsors: Shopify - Launch your business before Black Friday, go to http://shopify.com/happy to start your free trial. Monarch Money - Get your first year of Monarch Core for half off at http://Monarch.com with code EYH. Northwest Registered Agent - Visit http://northwestregisteredagent.com/EarnFree and start using free resources to build something amazing. Fabric - Join the thousands of parents who trust Fabric to help protect their family. Apply today in just minutes at http://meetfabric.com/EARN. Quince - Find the fall pieces you’ll reach for most at Quince. Get free shipping on your order and 365-day returns and when Quince asked how you heard about them, let them know it was here on Earn Your Happy. Gloss Genius - Run a business that takes appointments? Use code HAPPY at https://glossgenius.com/earnyourhappy for 50% off your first two months of a premium plan. Faire - Sign up today and get 50% off your first wholesale order, up to $100 at http://faire.com/happy50. Terms may apply. Life at the Speed of Play - Go to http://getmarksbook.com/earn to get two copies for the price of one—one for you and one for a friend. HIGHLIGHTS 00:00 Meet Jordan Harper, CEO and founder of Barefaced. 04:00 Why solving a problem can help you build the right network. 06:30 How can social media help you connect with your ideal customers? 10:15 What Jordan learned about the beauty industry's endless cycle of new products. 13:30 How to fund a business without capital investors and reduce risk before launch. 21:45 Why saying no to good opportunities can help your brand grow stronger. 24:15 How do you stay focused when you're excited about a million different business ideas? 28:00 How to grow customer value without constantly adding more products. 30:00 Tips to find new ways to serve the customers you already have. 36:00 Why prevention is always better than correction when it comes to your skin. 40:00 Which skincare products should you prioritize for your routine? 46:00 How motherhood helped Jordan focus on what matters and learn to delegate. 51:00 The self-talk that helps you move through overwhelm and trust yourself. RESOURCES Shop Barefaced for simple, science-backed skincare products to help you build an effective routine HERE! Explore Barefaced RX for personalized, prescription skincare treatments tailored to your skin concerns HERE! Learn how to turn podcast guesting into massive sales, ⁠⁠save your spot for the free live training HERE⁠⁠! Make your own ⁠Million Dollar Media Kit HERE! Try glōci for 40% off your first order with code HAPPY at checkout - head to getgloci.com FOLLOW Follow me: @loriharder Follow glōci: @getgloci Follow Jordan Harper: @jordanharper_np Follow Barefaced: @barefaced

• 0:01Speaker 00

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• 1:27Speaker 00

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• 2:10Speaker 00

  They're giving Earn Your Happy a $75 sponsored job credit. Go to Indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Life at the Speed of Play. Mark is offering our listeners two books for the price of one. Go to GetMark'sBook.com/earn. Sequencing. Sequencing.com is offering your listeners up to 10% off your full genome test plus free shipping. Go to sequencing.com and use promo code EARN for 10% off. I didn't have capital investors. I took out five 0% interest credit cards. I also did a pre-order, which I think this is really important because I built up enough trust

• 2:54Speaker 00

  with my community that they took the leap to take that pre-order. That propelled the whole business, adding all that value to your community by the time you did the pre-order to kind of get that influx of cash, but also an answer. Like you were getting a response saying this is a product market fit. And that helps mitigate risk of being able to say, I'm going to do this. This is going to work. Let's go all in.

• 3:22Speaker 00

  Jordan, I'm so excited to have you on the podcast. Thank you so much for coming on.

• 3:27Speaker 01

  Thank you. I'm also equally just excited to be here.

• 3:31Speaker 00

  Okay. So we were just chatting. You also have a podcast, which is so much fun. And I believe you said season two, right? Okay. What's one of the biggest things you have learned so far? From, obviously, we're going to dive deep into being a founder of this incredible product that I love. But also I want to know, what have you learned from this experience of starting a podcast?

• 3:55Speaker 01

  I would say, so my podcast specifically is for women who are in it. I am about to be 40. And so I personally selfishly like wanted to start the podcast because I just wanted to have really good conversations. I'm a very curious person. And so I would say, I mean, to me, the podcast is like a passion project at this point because Bareface is like all skincare and I have that whole like realm of myself. But this is a way to really, one, I want to connect with people. I think a lot of women are in this season of life where they just feel inundated with like so much noise, so much information, and they don't really know where to go. So I would say, I mean, I think a lot of what I'm trying to do is filter through that noise on the podcast and bring on people who I trust or who I want to hear their opinion on various topics.

• 4:40Speaker 01

  What have I learned the most? Well, I've learned that I want to be a better speaker. That's for sure. That I could same be a better storyteller. But I've also learned that like, man, people have lived such incredible lives and they have so many good stories to tell. And I mean, I learned something every, I mean, I learned something every single day. But with these podcasts and the experience of these people, it has been, honestly, it's very life giving. I've learned, but I don't know a lot. I could always learn more.

• 5:10Speaker 00

  I mean, same, same. It's so funny. We were talking about I'm, I'm helping people learn how to monetize and be better on podcasts. And I'm like consistently learning how to get better. And you mentioned saying like all the time. I'm like, that is my number one thing I'm trying to get rid of. And it's challenging because you catch yourself. And I think the biggest thing for me is I'm like, right there, you have to slow, I have to slow down. But it's insane how much we use these filler words. And also podcasting for me has been the best networking of my entire life. So I started mine like 10 years ago. And I was a bit of an introvert, like I'm very extroverted, but also extremely introverted.

• 5:53Speaker 00

  And for me, I thought, how can I bring these people that I would want to talk to, to me? And so it started very selfishly. And it also has brought some of the most amazing people in my life, which I probably would not be connecting with you or saying, hey, I'm going to come to Miami. I'll reach out if we wouldn't have this moment. So anybody, podcast guesting, podcast hosting, truly an incredible modality for building your network, which I know you know is huge for being a founder and having a product. It's one of the biggest things because have you had to really reach out to your network to get to where you're at right now?

• 6:31Speaker 01

  For the brand or for the podcast?

• 6:33Speaker 00

  For the, for the brand, for the brand, for Barefaced.

• 6:36Speaker 01

  From a brand perspective, I didn't have a network. And I actually think I am a true, I say this all the time. I am a true testament to listening to people, regular people. My background is a nurse practitioner, listening, I'm hearing a common problem, a common thread in this problem over and over again in office, seeing my patients and online, and then creating a solution for that problem. So I don't, I don't have a network. I have a network now, but I actually feel like, and I've heard, who have I heard say this? Maybe it's like Shelby Sap or something. She's, you know, always talking about different sales things. People are so into networking. Well, cool. That's a cool, it's like, sounds great, like meet the people. But also be someone who has something to offer.

• 7:19Speaker 01

  And maybe if we focus more on like what we can contribute and what we can offer to other people, then people want to network with you. I'm not a person that people are just wanting to network with. But once I had something to offer them, and once I was then helping thousands and thousands of people, I became a person that people were interested in. And I think it's easy to want to like look inward and like, I had Anne Malam on the podcast. And if you've, if you've ever had her on the podcast, she is incredible. Founded Solid Core. I mean, she, she's incredible speaker. I dream of speaking like that. And she's got incredible stories. She was, I was honored to have her on our podcast for season two. But she said something and she was like, I always knew I wanted to be successful.

• 8:01Speaker 01

  And I was so focused on like me being successful that it wasn't until her first business was a nonprofit. And she was like, once I refocused and made it about how I can help other people, instead of just saying, I want to be successful. I mean, don't we all? Don't we all want to be successful? But once she was like solving a problem and helping other people, that then made her successful. And it's like this formula that you can actually really see played out time and time again. Because when you're giving and serving, that comes back to you. And so going back to a network, I didn't have a network at all. And I still was able to build a business, obviously built a team. I'm not the only person who's built this business. Never want to take full credit for that. But like, I was still able to do a lot. I had no capital. I had nothing.

• 8:46Speaker 01

  And like, I really just used social media as an engine for growth. And I think you can still do that to this day. I mean, this was now 10 years ago. But like, I think that's still a very realistic way to reach people and also determine what that problem is before you start a business. Spend a bunch of money, marketing, you like, at least you know you're answering to what people want.

• 9:06Speaker 00

  I love that. We can end the podcast now because that's a masterclass.

• 9:10Speaker 01

  Thank you so much for having me.

• 9:11Speaker 00

  Thank you. You're welcome, everyone.

• 9:14Speaker 00

  Everyone go buy Bareface. Thank you so much. Okay. So you were in aesthetics for 10 years before you started your company. What did that look like? And what were those moments? Because there's so many people in something right now. And they're kind of getting these pings of like, when do I know? Like, when do I know I should start? What did that look like for you?

• 9:34Speaker 01

  So it is very interesting because when I look back, I've always been a very like ambitious, a very curious person. And when I look back, I never thought, I was never the person that was like, okay, I'm gonna have my own business one day. I just wanted to be able to do what I, yeah, this is never like, I was always like hustling, like the very first job I ever had when I was like seven and worked at a concession stand. And I would also make these little like bracelets and sell them on the side to make extra money. So when I look back, I'm like, oh, this is, it's very clear. This is what I, I have a very entrepreneurial spirit, but I didn't know that. Neither of my parents are entrepreneurs. Like, I never saw that played out. So I didn't understand. I started as a nurse, then a nurse practitioner, but I did always know I was

• 10:14Speaker 01

  interested in skin. One, from having skin issues myself. Part of my story is this, this memory or this experience that I had that was very negative at the time that then propelled my future in the best way. And I think this is such a testament to like, these hard, challenging experiences can really yield to life transformations if you allow yourself to like, dig in and like, learn from them. So I had this experience. I go to see a provider for my skin. I'm 15, so uncomfortable about my skin. And I remember vividly, like, I already was kind of embarrassed to be there. She, I feel like she has like, one hand on the door the entire time. She's kind of like, looking down at her like notepad. This is, you know, before the iPads. She's like, looking down. And I'm just trying to ask some questions. And I'm feeling like, I don't know what to do. And I just felt

• 10:58Speaker 01

  dismissed. And I was like, when I left, I just remember being like, oh, my gosh, I hate this place. I hate being here. And I feel stupid. Three months later, I go back, I needed to have like a follow-up appointment. I see a nurse practitioner. I have a night and day experience where now I now know that these appointments are 10 minutes long. They have the same amount of time, but her experience, all she did was sit down. She just talked to me, gave me very practical skin advice. Hey, I'm noticing you're touching your face a lot right now. Did you know that that's gonna maybe cause, it's cause you to have breakouts? I was like, no, didn't know that. And just, I just felt seen. And I just felt heard. And I think that's such a testament that, that to me, after I left that appointment, so I left three months before, I was like, I hate this place. I left that

• 11:42Speaker 01

  appointment. I was like, that's what I want to do. Because of that feeling of like, how she made me feel. And also like, she provided me with education to, it was an empowerment. It was like, okay, you made me feel seen, you made me feel heard. And then you empowered me to give me some tools to do it on my own. Fast forward, I become nurse practitioner, I'm working in cosmetic dermatology, aesthetics. And I am seeing so many people in the same situation that I was in, also very uncomfortable with their skin, or coming in and getting these treatments, botox, fillers, lasers, they're investing in all these treatments, but they don't have a set skincare routine. And I always use this analogy is like, that would be like going to the dentist twice a year, but not brushing your teeth every, you know, twice a day. Like, the office treatments are

• 12:25Speaker 01

  amazing. Don't, don't get me wrong. They are, they are great. But like, you've got to get the foundation right. So then I start just creating these skincare routines. And they're, they're interested in them, but they feel really overwhelmed by skincare. At this time, I'm like, creating routines, trying to simplify skincare. And I become some, one of the top sellers in the country for really these like, top skincare brands. That's when I, my curiosity like, does me so many favors. Because I'm like, really digging in here, like, what's going on in the skincare industry? Like, I'm trying to understand how these products are formulated, what's going, like, how they launch. And I remember vividly, this one product launches, it was the fall, fall, like, Q4 time. And it was a pumpkin enzyme mask. And I remember asking, like, what, what is this mask? Because to

• 13:07Speaker 01

  me, I'm like, this is silly. This is an excess. I'm, I'm a less but better person. I, that's our whole philosophy with Bareface. I want to know what works. I want to use it. And then I want to move on to the next thing. I'm not trying to sit here and dwell in like, skincare world. I want to, I want to know, I'm taking care of my skin, gonna get better skin. I can go on and, you know, do whatever I need to do. So they were like, oh, no, we have to meet these quotas. We have to launch. I had no business, you know, so before this, I have no business experience. I have medical training. And they're, the, on the back end, they're like, oh, we have to meet these quotas and launch these products. And I was like, oh, so now, it was so eye opening. And for someone who has a background like, marketing or business, they're like, yeah, duh. Well, I didn't. I'm just like, thinking, oh, this, you know, products are launched because they're a solution to a problem. Well, that couldn't be further from the truth. Like, I know now, like, the industry of beauty is

• 13:52Speaker 01

  more, is more, is more. And that's, I think it's around 50,000 new beauty products launch every single year. So that can kind of like, propels me into like, okay, I, I don't like any of this. I'm gonna be the antithesis of that. And so I just start talking to a chemist. And because of my credibility of selling other products, that kind of got me in the door. That, that helped them to take me serious. And so that was really, because I didn't have any money. My husband and I are $500,000 in debt. He's in medical school. I have school debt as well. So we, you know, I have no business, starting a business. And I really, at this point, I'm thinking, this is going to be a solution for my patients in office. And it wasn't until my husband got selected for a residency. I

• 14:35Speaker 01

  was living in Charleston at the time, had been living there for seven years, building my patient base and using social media to like, post skin tips and post before and afters of my patients. So I had really built up like, a full business. And my husband gets selected for a medical residency outside of Charleston, South Carolina. And honestly, that was devastating for me. I had an eight month old at the time. And I was like, well, I'm leaving my entire business. Because my business at this point is just like, in person, I'm treating patients. Social media isn't my business yet. I'm just like, using it to educate on skincare and kind of like, inform people online, what I'm seeing in office, give them tips. So then, that's when I was like, oh, shoot. Okay, so, so when you're, when you're in residency and medical school, like, you're making very, very little money. And so I'm really providing, like, I'm the breadwinner for my family at this point.

• 15:20Speaker 01

  And two months later, I then am get pregnant with my second child. So I'm like, I gotta, I gotta figure out a way to like, make this a reality. So it was really in that period of devastation, honestly, where I was like, I'm losing, I'm losing everything I worked seven years for. Now I need to pivot. That really forced me to take the leap that I don't think I would have taken otherwise. Because I was comfortable where I was. And so I think that's also like, my mom has always used this quote, or this phrase of bloom where you're planted. And really, it's like, you literally cannot control what happens to you. Or, and I signed up to, I wanted my husband to be, you know, in residency. I was a part of that decision. So it wasn't like I was blindsided. But I also like, I want to stick with him. So I'm gonna move. I want to, I'm a person who values my relationship

• 16:05Speaker 01

  with my spouse. So I was like, I'm gonna move with you. But I also know that I, now I need to figure out another plan. So I didn't have capital investors. I took out five 0% interest credit cards. I also did a pre-order, which I think this is really important, because this shows too, I had built up enough trust with my community. At this point, I think I maybe had 20,000 followers. I built up enough trust with my community that they took the leap to take that pre-order. That gives me almost chills thinking about it, because it's like, you, and I had been giving to my community online, you know, tips and everything for the past five years, prior to launching anything, which I think is also a really good thing, because you're not just going out off the,

• 16:46Speaker 01

  off the cuff and like, oh, I'm launching a product. Like, they knew, like, they knew who I was. And at this point, you know, Instagram's still showing all your stuff to your followers. So you, I have a lot of people who have been following me along my whole journey. And so by the time I did that pre-order, and then the, the 0% interest free credit cards, like, that propelled the whole business. And I didn't really feel like it was such a risk at the time, because, again, it was that common thread, that common problem that I saw time and time again. So it wasn't like, this is an idea that I just thought of. I'd seen it in practice. And I, I just knew it was gonna be successful. And I knew, I knew it was solving a problem. And then that's where too, like, being naive in certain things. Like, I didn't really know how to run a business. But like, I knew what

• 17:27Speaker 01

  we were offering was great. And then we figured all the rest from there. So that's really, a lot of that was like, unplanned. But it's like, seeing opportunities and making things happen for yourself, being resourceful, is what kind of propelled Bareface. And here we are today.

• 17:43Speaker 00

  Okay, I love this. There were so, there were so many takeaways there, though, because without you knowing it, or you probably did know it, is you were mitigating risk because you had spent so much time in your community, and all the value that you were giving back. So it kind of goes to the very top of what you were talking about with, if you create enough value, like, you're gonna get a lot of great things in your life. And so by adding all that value to your community, by the time you did the pre-order, to kind of get that influx of cash, but also an answer, like, you were getting a response saying, this is a product market fit. This is gonna work for your community. Your community is probably gonna be the thing that really helps you lay this powerful foundation.

• 18:28Speaker 00

  And that helps mitigate risk of being able to say, I'm gonna do this, this is gonna work, let's go all in. So a lot of people don't realize that very important, missing first portion. That's why so many people talk so much about the importance of building that personal brand first, to know that you can then almost go plug in anything you're extremely passionate about, if you know it's solving a large problem for yourself and your people. So I love that, because it makes taking that leap way less risky. And it also, you know, you're not going and borrowing money for a concept that isn't proven out, which then totally changes the energy that you are launching with. So

• 19:11Speaker 01

  Absolutely. Well, and yeah, you're right. Like, I've never actually, you said it way, way better than I could. Because I had been testing this with other, for years. And so I, I had some, a semblance of like, okay, I can tell, I can see how many link clicks I'm getting. I can see how many purchases, like, you can kind of test that out. And then, knowing what they need and knowing the questions that they're asking me, it didn't really even feel like that big of a, that big of a risk. Like, you literally did what I would literally tell someone to set up. So, good job.

• 19:42Speaker 00

  On following your

• 19:44Speaker 01

  Yeah.

• 19:45Speaker 00

  On following your intuition and doing all the things that probably just made sense to you, but don't make sense to a lot of people. But now, everybody listening, if you want to know how people are going for it, they're not going for it blind. A lot of times, they're doing these things that they don't even understand they're doing. And they are taking those big feelings of risk off the table by, by getting proof points. And you kept doing it over and over in your community. You had data, you had proof, then you had proof of people who were interested. Then you had proof of pre-sales. And you had so much to go, okay, I'm going all in. So that is super exciting. I love

• 20:17Speaker 01

  And I think too, like, yes, I had the social proof, because I was on social every single day. And I also had the proof of patients in office. So I had that physical, and I, I'm pretty much also the consumer. So I can get our consumer very, very well because of that. And one other thing I, I will say, and I think, looking back, now we've been in business for six years, we were talking skincare simplified since day one. It's very popular now. Obviously, you're seeing like, the Korean trends and like, the 10-step routines. But you're also seeing a huge wave towards simplified skincare. If you like, go online, you can't miss it.

• 20:52Speaker 00

  When I launched Glossy, my drinkable skincare brand, I was obsessed with the formula. The product was my baby, but the store part felt way more intimidating. And that's a big reason we built on Shopify in the beginning, because you really don't have to be an e-commerce expert to get up and running. And that's a big deal in the beginning of a business. And here's the biggest lesson I learned about the holidays. You do not want to be building your store in the middle of the rush. You want to be set up, you want to be tested and ready before the traffic hits. So two things I love. First Shopify mobile app. I'm on planes, I'm on stages, I'm here recording with you and I can still check my inventory, help a customer, see payments right from my phone, which is so much fun. And that's the second they check out.

• 21:36Speaker 00

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• 22:15Speaker 00

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• 24:56Speaker 01

  Our message has been the same since 20, like, I mean, even before I even had a brand, and it hasn't changed. And it's interesting because we'll see people like use taglines that we've used before and it feels like it's like, kind of like a, you're like, oh, man, like, we've been saying that, but maybe they're like bigger brands than us. But if the thing is, is like, we've said that, we'll continue to say it, they're saying it for a moment, this is who we are. And it's so tempting as you grow, you get more, we have so many opportunities, which I'm so grateful for, and they're so shiny and they're so tempting. And we say no to about 99% of them. And that is, I think, so important because keeping the main thing, the main thing is, is what is going to really keep your brand in your consumer's eye clear.

• 25:41Speaker 01

  And have we made mistakes? Have we gone like, absolutely. But like, it is also something, having this like less but better philosophy, it's something my team will also check me on. They're like, I don't, that, because I get excited, really excited about stuff. And they're like, I don't think, I don't think that's less but better. It's like, I'm like, oh, okay.

• 25:58Speaker 00

  That's so bad.

• 25:59Speaker 01

  Yeah, it's like, it's good to like also have those checks and balances by your, your ethos.

• 26:04Speaker 00

  When you have that North Star, it truly is life-changing. I have a friend who's kind of really helped guide me in the past few years that I touch base with here and there, but I, you probably know, or Jamie Kern Lima of It Cosmetics. And she's the one who has been like, the one thing, like, they had, what was it? I believe it was Bye Bye Under Eye, like was there. She just preached the one thing, they were all about the one thing. And so it, like you said, it is, it's probably the easiest thing in every business to get really excited about a million different things. And I will tell you that my Achilles heel of my whole career, if I could go back and change one thing of the 20 years I've been an entrepreneur, I was like, I, I thought that I had to be multi-passionate.

• 26:49Speaker 00

  And while I do think that's somewhat important for my personality, I wish I would have gone a lot deeper on one thing, which is probably why Jordan, for the first time in my life, I get on podcasts and people are like, hey, you're talking about podcast guesting and being a better guest. Because I'm like, I am going to drive this thing home till like the wheels fall off. Because that's why your message is rippling throughout. And when I start seeing my friend do something else, you know, I have these genius, brilliant entrepreneur friends, I'm like, Lori, let's just stay here. Let's literally become masterful in this. And so you are masterful in the area of simplifying skin. And I think that message, whether people say it, a big company says it for, like you

• 27:30Speaker 00

  said, a month or a quarter or half of a year, the difference is when people think of Bare Face, they think of the one thing. And when you think of other companies, they're probably going to name five different things. And so I think that is what is going to.

• 27:44Speaker 01

  Just depends what their launch is at that time and, you know, whatever. Yeah.

• 27:47Speaker 00

  Exactly. That's lasting power for sure. So I love that you have that and your team reflects that back to you. Like, does it mean this?

• 27:53Speaker 01

  I know.

• 27:54Speaker 00

  Powerful thing to keep going back to.

• 27:56Speaker 01

  When you are like, you're, I feel relate to that a lot because when you have this like entrepreneurial spirit, I want to make a business about everything. Because business is like so fun and it's really something. And, and so it's funny then also when I look back at my life, I'm like, that's so funny that I didn't think I was going to ever start a business one day. Like I have been literally starting businesses for so long and not really like putting it together, but you have to be okay with doing the boring, disciplined thing. And I actually think that's where my parents, which I love them so much, my dad, he is just the most consistent person I've ever met. I'm waking up, I know exactly what he's doing. 5:00 AM, he's in the gym. 6:00 AM, he's in his office, he's reading his Bible. Like, I know exactly what he's doing every single day of his, of his life.

• 28:40Speaker 01

  And then my husband is a former athlete and then went on to do surgery. So he is so disciplined. So I had these really, these strong influences in my life of just like showing up, maybe you're not getting rewarded for it, but you're just like showing up and doing the same thing. And so I joke, I'm like, I have no problem suffering, you know? I'll show up. But I definitely want to start a business about everything. And I like started a business earlier this year and then I pulled back, I didn't like launch it, I did the whole business plan, built it all out. It's honestly fire idea, but it probably will never see the light of day because I sat on it for a little bit and I was like, there's no way. It's like you're, it's just, yeah, I got to get back to it. So it's like, I definitely get, can get like pulled and distracted because building is very fun.

• 29:25Speaker 01

  Like the build and the grind.

• 29:27Speaker 00

  It's the scaling and continuing to scale, but I'm like, somebody help me. It's the consistency. But I always talk about this because I, my career started in fitness. And whenever people throughout all of the years that I've had fitness memberships, gyms, all the things, the number one thing is, you're not going to like the answer. It's, it's the answers to having the health and body that you want is really boring. It's kind of eating the same thing almost every day. Like if you're, if, if, when I find people who are like on Instagram and they're cooking all these different things every day, I'm like, this is impossible for the average person. So we get really overwhelmed. And like, when you're first starting on a fitness journey, I tell people, let's just

• 30:11Speaker 00

  find the same menu for the next 30 to 60 days. Like find some things that work and just same thing every single day so we can get into a routine. It feels easy, your brain knows what you're doing. Because the more that you add in those challenges, the harder it is to stick to it, you know? So the monotony is where the money is. And that is like number.

• 30:28Speaker 01

  Boring routines, we always say boring routines equals really great results because fitness and skincare are so similar. They're so similar. Even the results that you see, so when you start working out, it's probably going to take around six weeks to start seeing some changes in your body. The same thing applies with your skin. And it's like, are you going to be in perfect physical condition at six weeks? No. But like you can start, you're just going to start seeing something. And I always use that too, that if you're not really sore, like you're sore a lot of times after your workout, after you're challenging your body, you will also with skincare, you might have some anticipated reactions when you're starting products that change the skin. Like it's so similar. And that's really what Bare Face, we want to be like the foundation of your skincare routine.

• 31:12Speaker 01

  And so we have a core four set of products that everyone should start with. So it's very just like, but also it's one less thing. It's one less thing for the mental load that you have to think about. That was our biggest campaign this year. We didn't add a new product. We decided to just revamp some of our existing products. So to eliminate adding, we added this, I don't know if you've ever heard of zombie cells, but zombie cells are senescent cells. They damage the healthy cells around them. So dead cells die, we don't really worry about them. But zombie cells damage healthy cells, which is a big problem because they're going to wreak havoc on like your healthy cells. You see that a lot. You see a lot of senescent cells around the eye area, which is why, outside of being thin-skinned, why it ages more quickly. So if you can use skincare to target some of those surface zombie cells.

• 31:57Speaker 01

  You can reduce some of that like inflammation and premature skin aging that happens. So we could have launched a serum for that. But instead, we went back to our product portfolio and we started like doing this in 2024 to just enhance our product portfolio so it can include those ingredients without asking our customer to like buy more. We didn't increase the product. We just like, we didn't increase the product price. We just like, wanted to make sure we were offering something that like, we felt like was encompassing everything that the skin needed. And yes, we're going to launch more products, absolutely. But that was before we did that, we wanted to make sure that like, if there's a way we can enhance our existing products to eliminate adding anything and asking more, I just always want to do that. It's like, business people are always so confused by me. They're like, I don't know.

• 32:41Speaker 01

  I don't know if that's the smartest, but I'm telling you it is. And it, it has done nothing but serve us because all we do, we don't have investors, but I think of our customer as an investor. All we do is just think of ways to add more value to them. We are launching next week, um, and I don't know when this is going to come out, but so it'll probably already be launched. We're, we have two product launches. One's a cleanser that's specifically for women in their thirties and forties, which is incredible. And we, it was our very first cleanser we've ever launched and it's truly around like the fact that the skin is shifting and you need a different cleanser. You don't need to revamp your entire routine, but the skin does change really around that thirties and forties range. You can use it and beyond as well, but it's like, you're starting to see those like changes where you've got like 15, 20 years without collagen, elastin, hyaluronic acid.

• 33:26Speaker 01

  So like, the skin is shifting. But next week, we're launching Barefaced RX, which is a totally different business, but it's like an arm to Barefaced. So, and this is another thing, I think, you know, the business, the business people of the world are confused about, but I'm, I, I see it so clear that I just know this is going to serve one, our existing customer and also be really good for customer acquisition. I think so many brands are looking for like more retail or distribution. They're trying to figure out like, what, what other rooms can we be in? Where else can we be to distribute our products? And I first like, I just asked a different question, like where can we meet our customer where they are at?

• 34:07Speaker 01

  And ultimately like, from there, our customer has become like one of our biggest mouthpieces, like to, to propel the brand. And so I want to make sure that we can offer skincare solutions for every step of the skincare, skin health journey. And so it's really, Bareface RX is not for everyone. Not everyone needs prescription skincare, but it's for people who have concerns like acne, melasma. There is no over the counter product that is going to be successful for melasma outside of a prescription. So like, there's some that can help, but like, you need a prescription. Really, really stubborn hyperpigmentation, inevitably like all of us are in the sun so much. So this is more for like an older, um, an older patient and then rosacea and menopausal skin.

• 34:52Speaker 01

  So these are areas that like, they're targeted personalized treatments. So it really goes hand in hand with now we can treat the skin as a whole. And I, I think that goes back to like in office all the time, I was creating skincare routines, but I was also, some patients need prescription and I want to make sure, knowing that there's three dermatologists for every hundred thousand people. I don't know if you've ever tried to make an appointment. We're using like licensed dermatologists that are using this. So that's why it's not me that's like writing all these prescriptions. We have a team of dermatologists, we're going to be able to serve all 50 states and it's going to be, I'm so excited about it because it's something I've dreamt about doing since 2020, but like, I just didn't know how, I didn't have the capacity. Anyways, I don't even know why I got on that, but I, I feel like it's going to be, oh, from,

• 35:34Speaker 01

  from the business people, from the business people that are like, they're like, I don't know, because you're seeing these other brands, they start in telemedicine and teledermatology and then maybe they like have some add, add-ons, like over the counter products. I have never seen a brand do this, like who is, we're an over the counter, obviously skincare brand to then also add in RX, but I understand it so well and I know it's such a need for our existing customer and it will also serve for, as a new customer acquisition channel that like, to me, it makes so much sense. And most skincare brands are like going into makeup. Hmm. And I feel like this is just, we're just taking a different, different approach, but I, it's like, if we just follow the same playbook that everyone else is doing, it makes no sense.

• 36:19Speaker 01

  You gotta make it like, but I, you also have to believe in what you're doing, even when, even when the business people are telling you, they're not sure.

• 36:24Speaker 00

  Yeah. No, it's, it's funny because I was just thinking of me as a customer, number one, I'm your, I'm your dream customer because I hate, I actually hate doing skincare, like loathe it, like it's a whole, it's a whole thing.

• 36:38Speaker 01

  Like I'm probably procrastinating every night.

• 36:40Speaker 00

  I can't even tell you, like you'd be so ashamed of my skin routine. I can't even tell you, um, like embarrassed to say it out loud. So with that said, well, first I want to go back and just say, I see the progression of that because what happens is even though I hate doing skincare, you just piqued my curiosity where I'm like, okay, if I'm going to do something prescription because I'm 45 now, and let me just tell you, the change has deeply set in this year specifically, where I was like, oh, overnight, it feels like, you know, I've, I've watched a lot of just like certain things change, crepiness, sunspots, but for some reason this year, just like collagen is like, you know.

• 37:14Speaker 01

  Do you think that you're in perimenopause?

• 37:17Speaker 00

  Potentially. I, it's like, I've, it's also interesting because I'm so healthy that I don't have any of the signs yet that I, I feel, that sounds terrible. I just don't feel them yet, so I don't know.

• 37:28Speaker 01

  No, that's, that's great. But, but I'm just thinking from your age, like, I always think about like where your skin is past 20, because that's really when the skin starts to lose those, like, we start to like kind of trend downward with a lot of the, the things that the skin needs to function properly.

• 37:44Speaker 00

  Yeah.

• 37:44Speaker 01

  And at Bareface, all of our skincare routines are around protect, prevent, repair, correct, to get the skin to function optimally. You don't have to have this long routine, but like, and I would say a lot of people are like you, a lot of people don't like skincare. I, I will procrastinate putting, doing my skincare at night. So it's just like, but even though it's two minutes, but I still, it's just, yeah. But with Bareface RX, I wanted to make sure we could treat that dip. So after, when you're in menopause or getting in that perimenopausal time period, you're all of a sudden, there's a shift and you can learn, lose about 30% of your collagen. So 2020s, you start to lose 1% around a year. The, the menopausal time is when like, all of a sudden you have this like massive dip and that's, and that's really like the plumpness of the skin.

• 38:29Speaker 01

  So when you think about collagen, it's like the plump, elastin elasticity and hyaluronic acid is the hydration of the skin. So you would probably be a good candidate, and I've talked to several OBs about this, where you should start to use some estrogen on your skin.

• 38:43Speaker 00

  Hmm, interesting. So that's where my curiosity just peaked is I'm like, okay, I could get away with this because I had naturally decent skin for a really long time and I could just get away with murder. And now I'm like, oh, can't get away with that anymore. So now, now my curiosity has peaked. So I actually think you're going into a market of a lot of women who are also like me going, okay, you've already attracted me with this simplified routine, like, because if I'm going to do anything, it's going to be something that states that, like this is very easy, you only need this one to two things. Well, I know you do four, but I could maybe.

• 39:17Speaker 01

  No, I got a two, I got a two one because we call the minimalist kit for people exactly like you.

• 39:21Speaker 00

  Okay, perfect. But then you just made me realize, okay, I am seeing a lot of change. What could I do? And now I have a motivation. I did not have the motivation before, but now you're hitting women between 40, 45. Now we're motivated because we're seeing the difference. And sometimes, I wouldn't even say sometimes, a lot of times we have to be motivated by something we don't like, right? We're either, we're either running towards something, but an even more motivating factor, which is proven, is running away from something we don't want.

• 39:49Speaker 01

  And yes.

• 39:50Speaker 00

  Towards something that we think we want, right? Like, it's the.

• 39:53Speaker 01

  Well, okay, think about this from a fitness perspective because yeah, you probably, you're doing a lot, I'm sure, of preventative things in your life for longevity. I, I have no doubt, like, I don't know your daily routine, obviously, but it goes back to like, the more you know, and I feel like people always would joke around with me because I've always been like, trying to protect my skin from the sun, but I'm like, but I've seen too much, guys. Like, I might, I might not see this in myself, but like, I have seen thousands of patients and you see what the sun has done to their skin. And I'm like, I just, it's so annoying. Like, I would love to enjoy the sun, but now I can't because I've seen too much. And I feel like if you're in any area that you're like an expert in, and especially in like the health, wellness, beauty, if you know, and you don't like, to me, everyone,

• 40:37Speaker 01

  I'm not going to ever complain about aging. I think it is the biggest gift and we, the goal is like really to just look and feel, look how we feel, right? Like, I want to, I don't want to look tired. I don't want to look, you know, aged in the sense where like, that makes me look lifeless. I think that's more of like the concern, right? It's like, yeah, I just feel like lifeless kind of, you know, and like, that's not, that's not the goal that we have. But if you know these things, you can also, yes, treat so that you're getting a better result and you're going to have a better result. Prevention is always better than correction, always.

• 41:12Speaker 00

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• 45:16Speaker 00

  Okay, so tell me for all of the women listening, like, what are the things we should start with? And then if we are getting into the big hormonal shifts, what should we be thinking about and looking at?

• 45:27Speaker 01

  Okay, so first I always start with the core four. And this, the core four might surprise you because you're gonna be like, oh, it's a cleanser and a moisturizer. It is not. So every routine needs a cleanser and a moisturizer. They are not a part of the core four that we talk about because they are the bookings of your routine. You need them, you need to have clean skin. But in that case, you can start with a, if you're like so big, like you want to start really, really simple, you can start with a drugstore cleanser if that brings you joy. If you're like, that's not the area that I recommend people investing in first. Same thing with a moisturizer. The core four are the four core products that are the workhorse of your routine. So that means the products that are going to help prevent, protect, repair and correct. So no one likes this, but it's, one of them is a daily SPF. It is essential.

• 46:10Speaker 01

  As like sun's exposure, we know it causes premature skin aging, it causes collagen degradation, and obviously it causes skin cancer too. But like, if you're investing in skincare and not using daily SPF, it's such a, it's honestly a waste of money. So your SPF, you need a gentle, some sort of exfoliant. I always, we use toning pads for ours, it's a gentle daily exfoliant. You need an antioxidant like vitamin C. We have one called Liquid Gold and you need a retinoid. And we have one called Retinal Skin Therapy. If you are not using retinoids, if you can't tolerate retinoids, we have an alternative called Overachiever. Those are your core four, okay? Then that's where you start your routine. That gets your skin to function optimally. Once your skin's functioning optimally, then you can add in treatments to target, maybe

• 46:52Speaker 01

  you're targeting acne, or maybe you're targeting melasma or any type of like skin condition. But you have to get the skin to function optimally first. And I think what happens and why people are so frustrated with skincare is that they have dark spots, so they get a dark spot serum. Okay, well, that's great, but like, if your skin's not functioning optimally, you're not going to see the results that you want. And so it's all about like building that foundation and then to get the skin to function properly, then you add products on top, like on top of that. So that's why I say like, when you get the skin to function optimally, then you're going to be so impressed by what skincare can do. 80% of your results from your skin can come from your skincare. And then if you need extra treatments, that can be an office treatment, a prescription

• 47:36Speaker 01

  treatment, depending on what that is. So if I'm talking about, if I'm talking to you and you're like, I can just only use two things. I would say to use toning pads. Toning pads are a gentle exfoliant. And the reason I love them is because they're going to exfoliate the dead skin, wash out the pores, they help with redness, they help with fine lines. But you also, if you're applying product to dry skin, you're just not seeing, you're not going to see great benefits. You need to, you need to get the dead skin off. And then the Overachiever is our 10-in-one serum and it's literally intended for people exactly like you. So if you're like, I don't want to use an antioxidant, I don't want to use the retinoid, I just want one thing. You can use it morning and night. Also has Amplified Argirahline, which is like liquid botox. Nothing does what like injectable botox can do, but that's like, it's supposed to help with those expression lines. So that's a great, like, those are, that would be your core two.

• 48:18Speaker 01

  Okay, that would be like your core two products outside of like cleanser and moisturizer, of course. And I don't even like to like, the SPF, okay? So, but the core two that are like changing the skin. Now, if we're talking about more like perimenopause, menopausal skin, that like look towards prescription for, there's different treatments for increasing the estrogen in your skin, which is one of the things that is very beneficial and that you also start to lose as we go through these hormonal shifts. The nice thing about living right now, living in 2026, is that, you know, 10 years ago, hormones were like all considered terrible. And now, like all that has been debunked and there's 25 years of women who just like, honestly, it's very sad. It's very sad that they missed out on like what the benefit of hormones.

• 49:03Speaker 01

  Now, I'm not talking about, this is not hormone therapy for, that we're doing at Bareface, Bareface RX, but like, you can use topical estrogen on the skin and that's going to really help increase the skin. Now, you still need to boost the cellular turnover with your retinoid or your retinoid alternative. So it doesn't replace anything, but that is something that's really beneficial, I think, for women. Also, there's prescription copper, GHK, you've probably heard of that, that people are using injectable peptides. You can also use that topically to really directly hit the skin. The over the counter stuff like that is not great, but the prescription stuff is. So those are like two products that I really, really love for that perimenopause, menopausal time.

• 49:42Speaker 00

  Okay, love this, need to do all that.

• 49:45Speaker 01

  It's like, you can't just do that, you gotta get back, you gotta like, you know, it's like, you gotta at least be wearing your sunscreen and wash your face.

• 49:51Speaker 00

  Okay, I'm doing that. Okay. Most of the time.

• 49:57Speaker 01

  Honestly, I was never, I have so many friends like you that are like, they are just starting to, they're, you know, we're about to be 40 and they're just thinking about their skin. That is crazy to me because if you have, if you're listening to this and you've had skin issues, I've been thinking about my skin since I was 15, 14 years old. And it's, it's like something that I had to work so hard and I'm still prone to breakouts. I'm still prone, like, it is, it's one of those things where, you know, you don't start thinking about it until you see the change. And so if you start that earlier, I've been thinking about skin and how to protect it and how to have better skin for years, but because that was an issue. So honestly.

• 50:33Speaker 00

  Well, we all need you.

• 50:34Speaker 01

  Yeah.

• 50:35Speaker 00

  We, we all need you to remind us that it's important. And now we had someone that we can say, oh crap, we need your help. So this is amazing.

• 50:45Speaker 00

  Okay, so the core four, where do people go to, and is the RX, do you have that?

• 50:52Speaker 01

  A separate website.

• 50:53Speaker 00

  A separate website, okay.

• 50:54Speaker 01

  Yeah, so bareface.com and then bareface RX. And that officially launches October 15th. And it's two separate websites because it's teledermatology. So like, it's very HIPAA compliant, you're going to get prescriptions. It's, it's a whole, you know, it's a whole thing, you gotta be legit.

• 51:10Speaker 00

  So I will make sure that's all in show notes, but I would love to know like for you, because you're, you're, you're literally balancing so many different things. And you had said, I hadn't ever set out to be an entrepreneur. And this show, we talk so much about mindset. What would you say for you? How have you been able to just kind of work through all of the things that come with a large business? I know that there's probably a fire every single day in your business, things that are going on right now that we don't know about, that you just have to focus on the most important things. How have you learned to compartmentalize, deal with the stress, still have a life, show up so present? What does that look like for you?

• 51:49Speaker 01

  So during, when I, before I launched Barefaced, I had my first daughter. I now have four children. So it's an interesting, and I feel so grateful because these, the rest of the pregnancies weren't planned. And at the time, that was really hard because I was like building Bareface and I was feeling extremely overwhelmed. And I was like, oh my gosh, like, how am I going to also have a kid? And then, and then I, my third pregnancy, I had twins. And, uh, you know, I didn't take like maternity leaves or anything like that, which is like, I just didn't have the bandwidth and the capacity to do that at those times. But what I will say about that is, I really believe, looking back, so my youngest twin, my twins right now are four.

• 52:34Speaker 01

  Having all those children and pregnancies while building the business could not have been better for me because it allowed me so quickly to see what's important and what's not. And I really think that if it was just me and I didn't have that, I feel like I could have really gotten into the minutia and really gotten stuck. And I just didn't have the time. And I didn't have the time or the bandwidth to like manage that. And I also had to quickly get very good at delegating. And so I, I feel like that situation forced, a lot of things in my life, I've like, they, certain situations have like forced me into this like, okay, I've got to figure this

• 53:15Speaker 01

  out. I do know, I, I do believe like I can always figure something out. Now, it doesn't have to be me doing it, but I know I'm very resourceful and I can like, figure that out, figure things out. And I have learned to like, let go of a lot. And I really think it's because I just had so much on my plate and the business was growing so fast that I just, I had to quickly like filter through like, what is the most important thing? And things are just not going to be perfect. And I watched myself, we had, you know, speaking of things going wrong constantly, that is always happening. Like, things are, but the good thing is more things go right than go wrong. And that's all you gotta, you just gotta make sure that more things go right than go wrong and you can figure it out. But like, there's several things that don't come out how we want or design, you

• 53:58Speaker 01

  know, and I can see such a growth in myself from the way I would react six years ago to now, because it's just not that deep. And it's so easy to take this stuff so personal that like, I think, honestly, my advice to you is put more on your plate and you will figure it out. Because the more time you have, the more you dwell and you ruminate. And if you don't, you just gotta move to the next thing. And you just gotta keep the momentum going. And so I don't get stuck. I really am a really strong believer in self-talk. And I try to teach this to my kids, like, the way, and I catch myself like, sometimes talking to myself in a negative way, and I'll quickly like, get myself out of it. I remember when I, we went to my OB, I knew I was pregnant,

• 54:41Speaker 01

  I didn't know I was pregnant with twins. And as my third kid, I had an appointment at eight, I had a very important meeting at nine. I was like, alright, squeeze this appointment in, gotta go, gotta go to the next, like, you know, whatever. I've done this before. And I was already like, late in the appointment. I think the appointment was like at 13, it should have been at like, eight weeks, and I went at 13. I was like, I've done this, I got this, you know, whatever. I go in and she said, you're having twins. And I was like, in absolute hysterics. All I did was take a picture of the screen and I sent it, or the little two sacks, and I sent it to my husband, because he's not with me. You know, we've had, this is our, this is our third time, like, he's, he's got stuff to do. And I just said, we're having twins, period. And I like, I was crying so hard. And I almost was like, I was like, not aggressive, but I was like, to the, to the ultrasound

• 55:24Speaker 01

  tech, I was like, why would this happen to me? Like, do you have kids? And she was like, no, not for luck of trying. And I was like, oh, I could cry, I could cry thinking about that right now. I was like, so annoyed at myself. I was like, oh my gosh. Like, and it was like, quickly, I mean, like, quickly, I was like, oh my gosh, this is a blessing. What am I, you know, we can get in our own way. Like, oh my God, this, why did I get this? And I'm like, what am I doing? And now, having twins is the biggest blessing in my life. But I do remember sitting in the car, and I was crying so hard. So I was like, I just can't manage this. Like, I had four kids, my, in three and a half years. And I was just like, and then the twins, I was feeling so bad. I was like, I think I'm gonna die. And I just remember sitting in the car, and I was like, get your shit together.

• 56:05Speaker 01

  And I just said to myself, probably no less than 200 times. And I, then I had to go to this meeting. I was like, I can handle this, I can handle this, I can handle this. I didn't believe it, you know, but I was just like, I can handle this, I can handle this. I just like, kept saying it over and over and over. And then at the end, I was like, alright, I can handle this. And then, we did it. You know, like, and I just really like, I feel like, you can be the most powerful person to speak life into yourself. Can't wait for other people to do that. Like, you have to take the reins and like, you can handle it, and you can, you have what it takes. And I think, you have to convince yourself of that. No one else, I mean, yes, affirmation is great. And yes, you want to surround yourself with amazing people. And you want to, you know, I think what you listen

• 56:47Speaker 01

  to and, you know, the people that you're around, obviously is extremely important. But at the end of the day, it's you and you. That's it.

• 56:53Speaker 00

  Oh, that is such a good story. Oh my God, I love it. Alright, you guys, I am going to put all of the info into the show notes so that you can go and get all of her goods, because now I'm so inspired to see if my skin can get better, as I can.

• 57:09Speaker 01

  Okay, always, it's never too late.

• 57:11Speaker 00

  Okay, I love hearing that. That's like, the best thing I could possibly hear, because I'm the person who's like, what was I doing, seriously, before this? Okay. So we'll put that all in the show notes, the, um, both links for the two different websites. And then I know you have your launch of your new product, which will also be all linked up down there. Um, thank you so much for coming on.

• 57:30Speaker 01

  Thank you, Lori. This is so fun.

• 57:31Speaker 00

  So fun. Yeah, and I hope to see you in Miami. And you guys, go away.

• 57:35Speaker 01

  Yes. And until next time, everyone, earn your happy. Bye bye.