Behind Her Empire

Hilary Hoffman is the founder of SotoMethod, a fitness program that combines cardio and sculpting movements designed to maximize burn and efficiently deliver a full-body workout. Hilary started out her career in wall street and built a successful career for herself in finance. However, the long hours spent at her desk made her realize that she didn’t feel good her body and the importance of prioritizing her health. This was a huge turning point for Hilary because she realized she needed to fuel and energize her body properly and in a way that fit with her schedule. In 2021, Hilary turned this vision into reality with the launch of SotoMethod. What started out as a grassroots, “word-of-mouth” business with classes hosted in Hilary’s backyard in LA under an Avocado tree, has now catapulted into one of today’s most successful fitness brands. In this week's episode, we talk to Hilary about overcoming fear in entrepreneurship and the practical steps she took to face it early on. She shares insights into her upbringing, her time at Goldman Sachs, and the pivotal move to Los Angeles that shifted her career path. Hilary dives into the creation of the SotoMethod, which began as a personal project and side hustle during COVID, the exact steps she took to get her idea off the ground, quit her job, and eventually run her now full-fledged fitness brand with digital and in-person platforms. She emphasizes the importance of being scrappy in the early days, not overthinking every little detail, and how early feedback was pivotal in refining her method before she went all in. Hilary reflects on the value of embracing fear as a tool for growth and courage, and her guiding principle to "control your controllables," emphasizing how prioritizing health provided stability through the ups and downs of her life—and so much more.In this episode, we’ll talk to Hilary about:* Acknowledge fears to better understand them. [02:47]* Lessons learned from Hilary’s finance career. [03:16]* Feedback vs. advice. [05:42]* Transitioning from stable jobs to entrepreneurship. [12:21]* The value of honest feedback. [19:37]* Starting small and scrappy can lead to big growth. [23:05]* From Zoom classes to recorded sessions. [26:05]* Building the SotoMethod app. [28:50]* Turning a side hustle into a full-time career. [32:04]* Community engagement drives brand loyalty. [34:16]* Reflecting on a year with zero signups. [40:40]* Delivering value is key for subscription services. [45:11]* Controlling your controllables. [47:41]* Taking action over waiting for perfection. [52:52]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 Hilary: * Website: https://www.sotomethod.com* Instagram: https://www.instagram.com/hoffhil* Instagram: https://www.instagram.com/sotomethod

This week’s guest is Gwyneth Paltrow-approved! Drawing from her own healing journey, Dr. Taz offers a truly integrative perspective to help women heal their hormones and thrive through all stages of life. Her book, The Hormone Shift, is described by Gwyneth Paltrow as a "manual to help us understand how we can best care for, nourish, and show grace to ourselves”. Whether you're dealing with perimenopause, PCOS, hair loss, or just wanting to feel more in sync with your body, this conversation is for you.In this episode you’ll learn: * How to support progesterone naturally* Where to start if you have hair loss* How emotions impact hormones* The best of eastern and western modalities* And more…Dr Taz turned to holistic practices such as nutrition, homeopathy, Eastern medicine (including Chinese Medicine, Acupuncture, and Ayurveda), and Integrative Medicine, which ultimately helped her heal herself. Inspired by these healing modalities, she founded CentreSpring MD in Atlanta in 2009, which grew into a multi-location practice with a global telehealth platform.Dr. Taz has become a leading advocate for holistic health, appearing on major media outlets like The Today Show, Fox 5, The Dr. Oz Show, and CNN. Through her online platforms, including YouTube, Instagram, TikTok, and podcasts, she has built a community of over 1 million people, promoting a comprehensive approach to health that includes physical, mental, emotional, and spiritual well-being.An author and TEDx speaker, Dr. Taz's best-selling books include The 21 Day Belly Fix, SuperWoman RX, and The Hormone Shift, which have been internationally recognized. She is a sought-after speaker on women's health, metabolic health, aging, and longevity.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.com/Follow Dr. Taz: * Website: https://centrespringmd.com/contact/* Instagram: https://www.instagram.com/drtazmd/

In this week’s episode, we’re re-airing one of our top episodes with Lele Sadoughi, the founder of her namesake accessories brand, Lele Sadoughi.Lele had over a decade of experience in the fashion industry before beginning her entrepreneurial journey, allowing her to give us meaningful insight into how she has built her own successful brand. Breaking into the industry with few connections (well before the world of emailing CVs), Lele has had endless opportunities to discover her strengths and weaknesses, and build her skills in operations and sales: the revenue drivers in any business.Lele explains where her confidence comes from, how she has found the inspiration to jump into new opportunities, and the impact of having faith in herself and her abilities. Looking at typical entrepreneurial traits, we see how Lele’s non-perfectionist personality has allowed her to be nothing other than successful.Lele shares personal stories of her marriage, motherhood, and juggling it all while building a brand she was passionate about. You’ll hear about the changes in challenges throughout the last 10 years, the worth-it successes, and the different methods Lele uses to stay organized. Lele describes the sacrifices and triumphs, discusses managing realistic expectations, and tells stories of all her experiences in between!In this episode, we’ll talk to Lele about:* Why there's never a perfect time to pursue your dreams. [02:36]* Starting a business while raising two kids. [04:06]* The early days of Lele’s jewelry brand. [05:06]* Balancing roles as entrepreneur, manager, and designer. [05:56]* Lele’s creative upbringing and love for art. [07:24]* Breaking into fashion after college. [09:55]* Transitioning from fashion to jewelry. [12:41]* Overcoming insecurities early in her career. [14:58]* How to continually and successfully foster your creativity. [17:50]* Lessons from working at J.Crew. [19:45]* Deciding to launch her jewelry brand. [22:06]* Advice for balancing business and personal life. [23:26]* Embracing imperfection in her journey. [25:35]* Headbands and pivotal growth moments. [27:48]* Key factors behind her brand's success [28:58]* How to think about future innovation and growth. [30:46]* Finding inspiration and her creative zone. [31:42]* Thoughts on funding, wholesale, and scaling. [32:36]* Hiring the right team for a new business. [35:23]* Three skills she wishes she'd learned earlier. [37:14]* Top lessons for entrepreneurs. [38:38]* Lele’s closing thoughts and advice. [40:57]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.com/Follow Lele: * Instagram: https://www.instagram.com/lele_sadoughi/* Website: https://www.lelesadoughi.com/es/

In this week’s episode, we’re re-airing one of our top episodes with Annie Lawless, a serial entrepreneur known for co-founding Suja Juice and, more recently, Lawless Beauty, a clean beauty brand. Throughout her ventures, Annie has consistently prioritized natural, clean ingredients stemming from her personal experience with autoimmune diseases. Driven by her passion for nutrition and overall health, Annie co-founded Suja Juice, which grew into one of the largest organic cold-pressed juice companies. Eventually, they sold a minority stake to Coca-Cola and, in 2021, the company was acquired by a private equity firm.After leaving Suja Juice, Annie's health conditions led her to search for clean beauty products only to find that what was available simply did not provide the full-pigmentation, long-lasting performance she was looking for. Inspired by this gap in the market and the community feedback on her beauty blog BLAWNDE, Annie created Lawless Beauty—a makeup brand that is both high-performing and cruelty-free.In the episode, Annie discusses pivotal moments in her journey, leaving law school, teaching yoga, and starting her first business. She shares insights into Suja Juice's growth and emphasizes the importance of following passions aligned with purpose. Annie reminds us to focus on joy, nurture our passions, and stay true to our unique paths.In this episode, we’ll talk to Annie about:* Self-understanding, philosophy, and finding purpose. [06:12]* Overcoming anxiety, leaving law school. [15:28]* From yoga teaching to first business venture. [17:39]* Suja Juice: Fun passion project turned business. [23:13]* Pivotal moments for Suja Juice's success. [27:13]* Key learnings from building Suja Juice. [31:10]* Life after leaving the first business. [37:31]* Lawless Beauty: Passion project turned success. [41:28]* Embracing the unknown and creating a better life. [58:51]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.com/Follow Annie: * Website: https://lawlessbeauty.com/* Instagram: https://www.instagram.com/lawless/* Instagram: https://www.instagram.com/annielawless/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* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

In this week’s episode, we’re re-airing one of our top episodes with Dr. Mindy Pelz, a leading holistic health expert dedicated to revolutionizing women's health.Hormone imbalances are a growing epidemic amongst women of ALL ages—and there's a huge lack of education around how our bodies function optimally, a gap that Dr. Mindy Pelz seeks to fill. In this eye-opening discussion, we explore the various factors that contribute to women's suffering, from environmental toxins to our modern culture, and how we can actually partner with our biology through practices such as time-restricted eating so we can feel our best.In this episode you’ll learn: * The healing power of time restricted eating* When to fast by understanding estrogen and progesterone* How women can thrive during perimenopause* The root causes of PCOS, amenorrhea and infertility* And more…Dr. Mindy Pelz is a world-renowned women’s health expert on a mission to empower women to Believe in their Bodies! Her high-profile clients include entertainer LeAnn Rimes, former race car driver Danica Patrick and popular influencer Jesse Itzler. She is a bestselling author of Fast Like a Girl (top-selling release of 2023 from Hay House Publishing) and The Menopause Reset. Her podcast, “The Resetter Podcast,” is ranked within Apple’s top 20 category of leading U.S. science podcasts, and routinely features top guests including LeAnn Rimes, Danica Patrick, Lisa Bilyeu, Miesha Tate, Cynthia Thurlow, Sheri Salata, Dr. Rangan Chatterjee, Max Lugavere, and many others. Her Youtube channel has garnered over 60 million lifetime views. She holds a BS degree from the University of Kansas and a Doctor of Chiropractic degree.This episode is brought to you by beeya: * Learn more about beeya's seed cycling bundle at https://beeyawellness.com/free to find out how to tackle hormonal imbalances. * Get $10 off your order by using promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Dr. Mindy: * Website: https://drmindypelz.com/ * Instagram: https://www.instagram.com/dr.mindypelz/

Allison Ellsworth is the co-founder of Poppi, a better for you soda brand that is revolutionizing the next generation. Allison always knew she wanted to be an entrepreneur, but her journey began in the oil and gas industry, where she spent years on the road building a successful career. During this time, she struggled with bloating and other gut health issues, inspiring her to take charge of her wellness. She adopted a clean diet, started working out, and discovered apple cider vinegar's benefits. However, she wasn’t a fan of its taste and sought a way to make it more enjoyable.Allison created an apple cider vinegar-based soda, "Mother Beverage" in her kitchen and quit her day job—nearly going broke while selling it at farmers' markets. After an appearance on Shark Tank while nine months pregnant and a complete product rebrand, the prebiotic soda became "Poppi," the viral, #1 selling soda on Amazon with over 2 billion TikTok views and the most-watched Super Bowl ad this year.In this week’s episode, Allison shares her journey of leaving a stable career to start her own business—without any prior experience. She reveals how she landed Whole Foods distribution with no connections and took a chance on Shark Tank to secure funding. Allison breaks down why they decided to rebrand Poppi, how they executed a successful relaunch during the pandemic, the social media strategies that helped them grow awareness and build a loyal community, and so much more.In this episode, we’ll talk to Sasha about:* Saying "yes" and figuring things out can lead to success. [03:02]* Allison’s career journey and how it shaped her. [04:22]* Passion is key to entrepreneurial success. [07:02]* How Allison’s health journey inspired her to create Poppi. [08:51]* Self-funding, entering Whole Foods, and joining Shark Tank. [13:46]* Pivoting to work on Poppi full-time. [14:51]* Preparing for Shark Tank while pregnant. [18:19]* Poppi’s rebranding as a strategy for growth. [22:37]* Persistence and adaptability in entrepreneurship. [24:55]* Taste is crucial in the beverage industry. [27:25]* Having over 2 billion TikTok views. [30:06]* Allison’s first viral TikTok video. [32:01]* Approachable content creation process. [35:56]* Prioritize mental health and learn to say "no." [41:54]* Allison’s experience bringing in a CEO. [44:17]* Rapid business growth requires personal growth and adaptability. [47:22]* Managing burnout by prioritizing self-care. [49:58]* Future plans for Poppi. [52:11]* Let go of “should haves” and focus on your priorities. [53:27]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* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Allison:* Website: https://drinkpoppi.com/* Instagram: https://www.instagram.com/drinkpoppi/* Instagram: https://www.instagram.com/allisonellsworth/

In this week’s episode, we’re re-airing one of our top episodes with Sasha Plavsic, the founder of ILIA Beauty, a natural skin-centric makeup and skincare brand that paved the way for the “clean-beauty” space as we know it today. Throughout her life, Sasha noticed that some of her beauty products irritated her skin. Her mother, who was also dealing with her own health challenges, encouraged Sasha to look into the ingredients behind her favorite makeup, leading her to notice a real gap in the industry for efficacious makeup that supports healthy skin. This motivated Sasha to build from the ground up out of her parent’s garage and bootstrapping the venture herself. ILIA has now expanded to many different product lines & has award-winning skincare products, mascara, lipsticks, and more. The company has seen incredible growth and in 2022, was sold to the private investment fund of the Courtin-Clarins family.In our episode, Sasha shares how she went from dreaming of becoming an architect to diving into graphic design, even dropping out of college, crossing borders, and finally discovering her true path. She candidly shares her 'aha' moment in her 30s – the catalyst that pushed her to leave behind her old life, get out of a long-term relationship, travel, and create the space for freedom that she always wanted. Sasha shares how she got ILIA off the ground with no background in makeup and the importance of sharing ideas to bring them to life. She also talks about how she started the business with very little money, the exact steps she took to take ILIA to the next level and the importance of listening to her gut and not growing too fast.In this episode, we’ll talk to Sasha about:* Sasha's dream of becoming an architect and college decisions. [09:36]* Parents' reaction to Sasha's education and exploration. [17:11]* Ending a relationship, leaving town, and traveling the world. [23:38]* Honoring life's biggest value, freedom.[26:26]* Supporting her mother's health, and starting ILIA. [31:04]* Sasha's side hustles and entrepreneurial ideas. [33:12]* Working at Saje, self-funding, and dad's support/advice.[40:388]* How Sasha launched the first product with very little money. [43:45]* Managing and overcoming big transitions in her life: Getting married, getting pregnant, and losing her dad to cancer. [47:37]* Turning down Sephora and potential business partnership. [54:447]* Being present with her kids, valuing her own time, and setting boundaries in life. [01:01:27]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* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Sasha:* Website: https://iliabeauty.com/* Instagram: https://www.instagram.com/sashaplavsic/

Did you know that ONLY 12% of Americans are considered metabolically healthy?! That’s 1 in 8 people! Blood sugar has implications for our energy, focus, weight, mental health—and yes, hormone balance. So basically, blood sugar is relevant to all of us. We sat down with one of the foremost experts on this very topic to ask questions submitted by you, our beeya community.In this episode you’ll learn: * The top 5 foods to eat for metabolic health* How blood sugar shifts during women’s cycles* The best way to optimize blood sugar throughout your cycle* What waking up at night could mean about your health* Blood sugar hacks you need to know for everyday life* And more…Dr. Casey Means is a Stanford-trained physician, co-founder of the metabolic health company Levels, and author of the #1 New York Times bestselling book, Good Energy. Her mission is to empower people to feel limitless, healthy, and positive during our precious lives so we can reach our highest purpose. She is passionate about sharing practical tools that support optimal cellular biology. This not only means making healthy choices for ourselves, but also living in harmony with nature, overcoming fear, setting boundaries, and feeling strong. Her perspective has been featured in the Wall Street Journal, New York Times, The New Yorker, Men's Health, Women's Health, and more.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 BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Dr. Casey:* Website: https://www.levels.com/* Instagram: https://www.instagram.com/drcaseyskitchen/

Lucy Aylen is the founder and CEO of Never Fully Dressed, a brand rooted in creating quality, inclusive fashion featuring multi-wear designs that can be styled for any occasion.Lucy grew up in London, surrounded by the hustle and creativity of outdoor markets, thanks to her entrepreneurial parents. This vibrant environment sparked her early passion for creativity and fashion. Though she didn’t initially plan to start a business, Lucy began designing and customizing clothing to sell at iconic local markets like Spitalfields and Portobello, where her unique pieces quickly gained a loyal following.  What started as a side project soon blossomed into a global fashion empire. In 2013, Lucy expanded into e-commerce, followed by Never Fully Dressed's first Essex store in 2014. As demand grew internationally, the brand launched its U.S. flagship store in New York City, and in June 2024, added an LA storefront on Melrose Avenue. The brand has also partnered with major retailers like Anthropologie and Revolve, and its designs have been spotted on celebrities, including Beyoncé.In this conversation, Lucy shares her journey from aspiring actress to successful entrepreneur, emphasizing how dreaming big and resilience shaped her path. She credits her upbringing for building her confidence and guiding her decision to stay self-funded, ensuring control and flexibility in growing her brand. Lucy highlights the importance of authenticity in her social media presence and customer relationships, fostering community and loyalty. She also shares lessons from 15 years in the fashion industry, including understanding your customers, building a supportive team culture, staying true to your values as a leader, and much more.In this episode, we’ll talk to Lucy about:* Dream bigger and don't limit your aspirations. [03:13]* Family support provides a foundation for growth. [06:37]* Resilience is key in navigating business challenges. [12:24]* Inspiration behind Never Fully Dressed. [15:54]* Uncertainty gives a sense of responsibility. [17:59]* Self-funding allows for greater control. [21:31]* Sustainable growth is more rewarding than quick success. [27:25]* Understanding your customer. [30:01]* Content efforts during the COVID pandemic. [32:29]* Motherhood can shift perspectives on business. [35:00]* Expanding to the US organically. [39:29]* Trust and clarity are essential in leadership roles. [49:05]* Authenticity in social media. [52:09]* Future plans for Never Fully Dressed. [53:35]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 BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Lucy:* Website: https://www.neverfullydressed.com/* Instagram: https://www.instagram.com/neverfullydressed/* Instagram: https://www.instagram.com/lucyaylen7/