Behind Her Empire

Allison McNamara is the founder of MARA, a skincare brand known for its luxurious, algae-infused formulas.Before founding MARA in 2018, Allison had an impressive career as a journalist, producer, and TV host. A trip to Turkey in 2015 reignited her passion for skincare, inspiring her to create a brand rooted in marine-powered ingredients. When the idea hit her, Allison started working on MARA as a side project while balancing her full-time job in media. With no outside investors and no formal background in product development, she took a leap of faith, spending years researching and collaborating with labs to create the perfect formulas. Her dedication paid off—today, MARA is a cult-favorite beauty brand, celebrated by celebrities and skincare enthusiasts for its clean, effective products.In this week’s episode, Allison shares her journey from journalist to beauty entrepreneur, opening up about the challenges of self-funding a brand and the power of storytelling in building a business. Allison dives into how she started the business as a side project, how she chose to focus on her first product, and the many mistakes and learnings she had along the way. She also talks about the impact of celebrities like Chrissy Teigen and Hailey Bieber, how the products got into their hands, and why building relationships with influencers has been key to brand visibility. Allison emphasizes how listening to her community has helped refine her products and drive innovation. She also gets real about imposter syndrome and how learning to trust herself and be her own biggest cheerleader has been key to her success.In this episode, we’ll talk to Allison about:* The importance of storytelling in branding and marketing. [07:49]* Transitioning careers can be a gradual process. [11:50]* Tara’s early product development process. [18:34]* The significance of understanding the market and consumer needs. [23:24]* Experience in a corporate environment can be beneficial for entrepreneurs. [25:28]* Allison’s early mistakes in product development. [27:55]* Success often comes from a combination of timing, preparation, and perseverance. [34:00]* Celebrity impact: Chrissy Teigen and Hailey Bieber. [37:58]* Building relationships with influencers is key to brand visibility. [42:10]* Staying self-funded allows for creative control and strategic growth. [46:07]* Imposter syndrome is common, even among successful entrepreneurs. [51:12]* Education and practice build confidence in business. [53:07]Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Allison: * Instagram: https://www.instagram.com/allisonmcnamara* Instagram: https://www.instagram.com/themarabeauty* Website: https://themarabeauty.com

Ever feel overwhelmed by headlines like “Stanley cups have lead” or the latest scare about microplastics? In today’s episode, Dr. Yvonne Burkart, a toxicologist and expert in low-tox living, breaks down how small, easy swaps can help you reduce toxic exposure without the overwhelm.In this episode you’ll learn: * How to start your low-tox journey* Are Stanley cups as bad as we think?* The truth about synthetic fragrances* Makeup ingredients to avoid* Tips for a healthier kitchen* How to choose the best menstrual products* And more...Dr. Yvonne Burkart, PhD, DABT, is a Board-Certified Toxicologist, Coach, and Corporate Consultant with over 22 years of experience in toxicology. She specializes in reproductive toxicity, with a focus on endocrine disruption, infertility, cancer, and glutathione homeostasis. Dr. Burkart has also served as a Senior Toxicologist in the flavor and fragrance chemical industry, where she worked to ensure the safety of flavor ingredients. After witnessing firsthand the power of a low tox lifestyle, Dr. Yvonne began a mission to help consumers slash their toxic exposure with confidence and ease. She is especially passionate about helping parents protect their children from toxic exposure.This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Dr. Yvonne: * Instagram: https://www.instagram.com/dryvonneburkart* Website: https://dryvonneburkart.com

Tara Bosch is the founder of SmartSweets, the brand that redefined the candy aisle with its low-sugar treats.Tara’s journey wasn’t always sweet. At 21, she dropped out of college and moved into her grandmother’s basement with a bold vision: to create a global brand that would revolutionize candy. Armed with a gummy bear mold from Amazon and zero food science experience, she spent months perfecting a sugar-free recipe. But turning an idea into reality wasn’t easy—she faced failed ventures, skeptical investors, and major manufacturing roadblocks. Determined to make it work, she bet everything, taking out personal loans to launch SmartSweets in 2016. Just four years later, she scaled it into a $100+ million business before selling a majority stake for $360 million.In this week’s episode, Tara shares how her challenging family background fueled her drive for independence and shaped her understanding of money. She opens up about how a personal connection to candy sparked the vision for SmartSweets and the scrappy tactics she used to get it off the ground, like leveraging debt, securing a loan with her car, and finding a manufacturer against the odds.Tara takes us behind the scenes of the unexpected challenges of scaling fast and explains why resilience matters more than having all the answers. She reflects on how mindset was key to overcoming early failures and the serendipitous moment that got her in front of Whole Foods, a game-changing opportunity. We dive into the emotional rollercoaster of entrepreneurship, including the self-doubt, the tough decisions, and the reality of burnout. She also shares how she knew it was time to sell, the valuable lessons she’s taking into her next chapter, and so much more.In this episode, we’ll talk to Tara about:* Challenging upbringing & her drive for independence. [03:05]* First business in college and the biggest lessons learned. [08:00]* Tara's vision for SmartSweets. [14:32]* Dropping out of college and starting SmartSweets. [18:51]* Overcoming self-doubt in her entrepreneurial journey. [21:01]* Scrappiness in the early stages of building SmartSweets. [23:11]* Mindset plays a significant role in entrepreneurship. [29:20]* Finding a manufacturer in the candy industry. [31:04]* Turning to debt financing to launch the product. [35:38]* Building brand awareness in the early stage. [38:44]* The journey of going into retail. [40:17]* Scaling and manufacturing challenges. [45:46]* Deciding to sell and transitioning leadership. [55:31]* Operating in fight or flight mode isn’t sustainable. [59:21]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Tara: * Instagram: https://www.instagram.com/tarabosch* Instagram: https://www.instagram.com/smartsweets* Website: https://smartsweets.com

Keren Eldad is an executive coach, speaker, author, and mentor to high achievers. She helps them break free from burnout, escape the perfectionism trap, and redefine success and true fulfillment on their own terms.Keren’s journey began with her own wake-up call. Despite holding a prestigious C-suite role, being in a marriage that looked perfect on Instagram, and living what seemed like a dream life, she found herself deeply unfulfilled. Trapped in what she now calls a “gilded cage,” she realized that no amount of external success could fill an internal void. After years of personal transformation, she now helps others escape the relentless pursuit of more and build lives filled with purpose and joy. She’s been named a Top 10 Executive Coach by the International Coaching Federation and is the author of her most recent book, Gilded: Breaking Free from the Cage of Ambition, Perfectionism, and the Relentless Pursuit of More.In this week's episode, we chat with Keren about the hidden struggles of high achievers, including perfectionism, self-judgment, and the pressure to always do more. Keren breaks down why overachievers often play not to lose instead of truly playing to win, how success without fulfillment is the ultimate failure, and why mistakes are never life sentences—they’re just delays. She also shares why self-compassion is key to real growth, how recognizing burnout and unfulfillment can be the first step to real change, and how shifting from a scarcity mindset to an abundance mindset can open the door to more happiness and success. We also get into how fear holds us back, why gratitude and self-acceptance are game changers in creating a life that actually feels good, and so much more.In this episode, we’ll talk to Keren about:* High achievers often struggle with perfectionism. [03:19]* Recognizing the red flags of unfulfillment. [04:44]* Playing to lose and not to win. [10:39]* Mistakes are not life sentences; they are opportunities for growth. [18:06]* Success without fulfillment is the ultimate failure. [22:31]* How to have happiness and true success.[23:54]* Keren’s life story: the journey of transformation often begins at rock bottom. [25:32]* Challenges are a gift for personal growth. [30:07]* The anger can be a driving force but must be managed for happiness. [31:52]* Shifting from scarcity to abundance mindset. [36:42]* Fulfillment is satisfaction for what is and eagerness for more. [43:43]* Importance of self-compassion and acceptance. [46:44]* Purpose is found in how we do things, not just what we do. [54:11]* Understanding your why. [57:53]* Healthy relationships stem from self-love and acceptance. [59:41]* Know and own who you really are. [01:01:57]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Keren: * Instagram: https://www.instagram.com/coachkeren* Website: https://www.kereneldad.com/

It’s time we dive into the world of histamines and how they can impact women’s health. We’ll be unraveling the mystery behind those weird, often undiagnosed symptoms like dizziness, fatigue, digestive issues, skin rashes, brain fog, joint pain, unexplained anxiety, and even heart palpitations. These symptoms often get brushed off or mistaken for something else, making it tricky to connect the dots with histamine intolerance or MCAS. So, let’s dive in and start making sense of it all…In this episode you’ll learn: * How to navigate life with a highly sensitive body* Why functional medicine isn’t always the answer* How to detox without overwhelming your body* Supplements to take for histamine balance* The crucial role hormones play* And more…Michelle Shapiro is an integrative Registered Dietitian based in New Jersey, with over 8 years of experience and a proven track record of helping more than 1,000 clients, specializing in histamine issues, anxiety reversal, healing chronic gut problems, and promoting weight loss with a body-neutral perspective. In her virtual private practice, she works one-on-one with clients, using humor, compassion, and a nuanced approach to empower them with self-awareness and healing—even when functional medicine hasn’t provided the solution.This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Michelle: * Instagram: https://www.instagram.com/michelleshapirord* Website: ttps://michelleshapirord.com

Dianna Cohen is the founder of Crown Affair, a luxury clean haircare brand that’s changing the way we approach haircare by focusing on ritual, mindfulness, and self-care.Dianna’s journey to creating Crown Affair started in 2018 with a simple Google Doc. What began as a way to help a few friends with their hair routines has evolved into a brand loved by many—and it all started with the power of consistency. Dianna’s career trajectory is anything but ordinary and traditional. She worked behind the scenes with startups like Away, The Wing, and Outdoor Voices, and in 2020, just as the world went into lockdown, she launched her own brand. Her entrepreneurial path is one of resilience, creativity, and taking bold risks.In this week’s episode, Dianna opens up about the challenges she faced, such as fundraising in an ever-changing landscape and building a business from the ground up during a global pandemic. She discusses the emotional rollercoaster of being a first-time founder, navigating self-doubt, and the importance of self-love and compassion. She also dives into how the idea for Crown Affair started years before she took the leap and how she came up with the unique idea to really differentiate herself in a crowded beauty market. Dianna reflects on how she’s balanced masculine and feminine energies in her leadership style, how remote work has shaped her role as a founder, and the importance of creating a supportive, creative company culture. We talk about the moment she knew it was time to take the leap and launch Crown Affair, the lessons learned from trusting the process, and so much more.In this episode, we’ll talk to Dianna about:* Consistency and giving yourself grace is the key to success. [02:47]* Embracing feminine energy for sustainable business approach. [04:20]* Learning from past work experiences is crucial for growth. [11:06]* Working for others provides valuable lessons before starting your own business. [15:27]* The inspiration behind Crown Affair. [20:53]* Fundraising requires finding partners who align with your vision. [26:52]* Launching Crown Affair right before the pandemic. [32:18]* Supportive company culture fosters employee satisfaction. [36:34]* The business strategy during the COVID pandemic. [40:58]* Gwyneth Paltrow investing in Crown Affair. [42:21]* Self-love can transform leadership dynamics. [47:06]* Building a supportive team for growth. [47:45]* Balancing masculine and feminine energies is key in leadership. [51:07]* Remote work culture enhances empathy and leadership skills. [55:60]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Dianna: * Instagram: https://www.instagram.com/crownaffair* Instagram: https://www.instagram.com/diannacohen* Website: https://www.crownaffair.com

Aliett Buttelman is the co-founder of Fazit, a beauty brand revolutionizing skincare and makeup with effortless, innovative patches.Aliett’s journey wasn’t without its struggles. Before building Fazit, she faced rejection and setbacks that taught her invaluable lessons in resilience. From a career in modeling to consulting for beauty brands, she encountered her fair share of doubt. But in those moments of adversity, she found the strength to push forward. Alongside her co-founder, Nina, Aliett built Fazit from the ground up, creating products like acne patches and glitter freckles. Their breakthrough moment came when Taylor Swift was spotted wearing their Glitter Freckles—sending sales and web traffic skyrocketing by over 3,500% and generating seven figures in just 48 hours.In this week’s episode, Aliett shares her entrepreneurial journey, reflecting on her path from fear and rejection to building Fazit. She discusses the lessons learned from her first skincare venture and the advantages of forging a non-traditional career path. Aliett opens up about the challenges of fundraising, the value of resourcefulness, and the sacrifices made to build a brand without a “formal” corporate background. She also highlights how manifestation and social media played a crucial role in scaling Fazit.Aliett dives into the emotional experience of seeing Taylor Swift wear their Glitter Freckles, breaking down the exact steps they took to get their product into her hands—and how that moment changed everything. She also discusses the importance of community engagement, product development, and staying true to your vision, even when the road ahead feels uncertain—and so much more.In this episode, we’ll talk to Aliett about:* The benefits of not “picking a lane” in life. [03:15]* Fear can be a powerful motivator to create opportunities. [05:35]* Aliett’s evolving relationship with fear and rejection. [07:15]* The creativity, resilience, and risks behind building a brand. [09:44]* The power of cold emailing for entrepreneurs. [13:40]* Sacrifices involved in self-funding a business. [17:49]* The inspiration behind Fazit’s makeup patches. [20:29]* Overcoming fundraising challenges with persistence. [25:45]* Growing organically through social media. [30:13]* Fazit’s glitter freckles: the top-selling product. [34:54]* Rebranding Fazit and preparing for Coachella. [37:12]* How Aliett got Fazit glitter freckles to Taylor Swift. [39:19]* Navigating rapid growth with strategic planning. [48:00]* Manifesting success through ambitious goal-setting. [51:44]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Aliett: * Instagram: https://www.instagram.com/fazitbeauty* Instagram: https://www.instagram.com/aliettbutts* Website: https://fazitbeauty.com/

“The Class” is more than just a workout—it’s a powerful journey that goes beyond breaking a sweat to help you release blocks, tap into your true potential, and connect with yourself and others. In this interview, creator Taryn Toomey reveals why her renowned transformative experience has become a favorite among fitness enthusiasts, spiritual seekers, and celebrities alike.In this episode you’ll learn: * What makes “The Class” different from other workouts* How meditation enhances intuition* The lasting effects of somatic therapy* Techniques for releasing energetic blocks from the body* The role of music in the healing process* And more…Taryn Toomey is the Founder of The Class, a fitness method and “practice of self study” that incorporates cardio, meditation, and therapeutic yelling (Jennifer Aniston, Christy Turlington, and Gisele Bündchen are fans). Taryn's approach combines elements of strength training, breathwork, and emotional expression to create a workout experience that not only reshapes the body but also frees the mind. With her extensive background in wellness, yoga, and emotional healing, Toomey is a true pioneer in the wellness space, empowering people to reconnect with their inner selves through movement.This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Taryn: * Instagram: https://www.instagram.com/taryntoomey* Instagram: https://www.instagram.com/theclass* Website: https://www.theclass.com

Keida Dervishi is the co-founder of Soulmate Customs, a personalized gift brand that turns cherished memories into custom embroidered and engraved gifts.Keida launched Soulmate Customs in 2021 after creating a personalized embroidered sweatshirt for her mother’s birthday, inspiring a business focused on meaningful gifts. Before this, she explored various side hustles on Etsy and Depop, but none took off. Everything changed when she shifted her focus to custom embroidery and posted a TikTok video of her first order, which went viral with 3.7 million views and brought in over 1,400 orders in a month. In just 11 months, Soulmate Customs surpassed $1 million in sales. Today, the business is family-run and has reached over 1.3 billion people across Instagram, TikTok, and YouTube.In this week’s episode, we talk to Keida about her unexpected journey from aspiring singer and actress to entrepreneur. She opens up about the struggles of her first Etsy business which took off but then closed down—an experience that taught her that having a great product isn’t enough without strong marketing. But instead of giving up, Keida took those lessons and doubled down on learning, eventually launching Soulmate Customs. She gets real about the hustle—teaching herself embroidery through YouTube, staying scrappy with her resources, and leaning on her family to help grow the business. She also breaks down the power of social media, explaining how consistency in content creation—not perfection—was key to her viral success. We dive into the pressures of scaling, adapting to social media trends, and the mindset shifts needed to push through challenges, and so much more. In this episode, we’ll talk to Keida about:* From singing and acting to entrepreneurship during COVID. [04:16]* Choosing passion over college. [09:56]* Starting her first Etsy shop. [11:52]* Overcoming Etsy shop closure due to copyright issues. [13:53]* Finding her next steps after the setback. [16:13]* Soulmate Customs began as a gift for her mom. [18:36]* The importance of scrappiness in business. [21:27]* Consistency matters more than perfection in content creation. [23:48]* Her mom's influence on doubling down on social media. [24:19]* First order and marketing success. [28:08]* Consistency and authenticity are the key in content creation. [34:24]* Emotional selling connects with customers. [35:17]* Purpose fuels passion and commitment. [46:20]* The biggest challenges for Soulmate Customs. [54:50]* Keida’s struggle with hiring. [55:50]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Keida: * Instagram: https://www.instagram.com/soulmatecustomss* Instagram: https://www.instagram.com/keida02* Website: https://soulmatecustoms.com