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Behind Her Empire
How To Win When Everyone Doubts You with Laureen Asseo, Founder of Fresh n’ Lean
Season 1, Ep. 40
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Laureen Asseo is the Founder and CEO of Fresh n' Lean, the largest organic prepared meal delivery service in the US.
She was only 18 years old in 2010 when she founded the company out of her one-bedroom apartment, all while attending the Fashion Institute of Design & Merchandising. She had always dreamed of being an entrepreneur, and actually had goals for establishing her own sustainable fashion brand, but her journey took a turn when her father faced serious health problems after years of poor eating habits and inactivity.
Desperate to help him reverse the damage, she started cooking for him and formulated a business plan in the process: make eating well a no-brainer for people who lack the time or desire to prepare healthy meals. She started creating recipes and cooking & delivering meals herself.
The business grew rapidly and over the past three years, Fresh n’ Lean has recorded revenue growth of more than 500%, has a team of 400+ employees, and is generating over $100 million in revenue without any outside funding.
We’ll talk to Laureen about what it takes to build a business as a young woman in an industry largely dominated by men, how she dealt with the many naysayers who thought her idea was absolutely impossible, and the biggest lessons she’s learned over the past decade running her company.
In this episode, we’ll talk to Laureen about:
* Hear about Laureen’s childhood and how it influenced her love for food and culture. [02:27]
* Find out how it was always her childhood dream to have her own business. [4:47]
* Laureen shares the story of when her journey pivoted as her father’s health declined. [7:25]
* What the early days of meal prepping for her father looked like for Laureen. [9:35]
* How Laureen felt when she graduated without a fashion brand and why she doesn’t regret the choices she made. [10:49]
* What motivated her to forge on with building a company without any outside capital. [13:47]
* Educating her customers on this disruptive idea of buying prepared meals online. [16:35]
* Some of the tactics that helped Laureen grow demand for her product, including word of mouth and demos. [18:54]
* Supporting the development of her self-funded business by focusing on scalability. [21:32]
* Hear Laureen’s perspective of being a young, woman CEO in manufacturing; how she overcame certain challenges. [26:34]
* How doubt and criticism for her business impacted her when she was younger versus now. [32:31]
* Laureen speaks candidly about her own health and how she prioritizes a work-life balance. [35:47]
* Mistakes and challenges she learned from in the past decade of Fresh n’ Lean. [40:16]
* You have to do it in order to know it won’t work; don’t be afraid of making mistakes! [40:47]
* Some of the horrible advice Laureen received during her entrepreneurial journey. [43:35]
* Laureen’s advice for entrepreneurs: don’t always listen to what big executives have to say about your business. [40:47]
Follow Laureen:
Laureen’s Instagram: https://www.instagram.com/laureenasseo/
Fresh n’ Lean’s Instagram: https://www.instagram.com/freshnlean/
Fresh n’ Lean Website: https://www.freshnlean.com/
Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Stay updated & subscribe to our newsletter: https://www.behindherempire.com/
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306. How to Support Your Hormones, Unlock Peak Creativity & Avoid Burnout with Alisa Vitti
46:52||Season 2, Ep. 306In this week’s episode, we’re re-airing one of our top episodes with Alisa Vitti, a pioneer of female biohacking, and a women’s hormone and functional nutrition expert.Have you heard of the cycle syncing craze? This method uses our menstrual cycle to help us plan our diet, exercise routine, social calendar, and more. This means our cycles can actually be our super power! Women’s hormones are dynamic and constantly changing throughout the month. How we feel and show up in our bodies and the world shifts with the fluctuations of our hormones. Our guest, Alisa Vitti has come up with a way to use these ebbs and flows to our advantage. In this episode you’ll learn:* Why cycle syncing matters and how to start today * Why women need to prioritize self care and what that looks like* The impact of male-centric research on women’s bodies * How to live with reverence for our miraculous bodies * And more…As a researcher and author, Vitti has published 2 best-selling and beloved books WomanCode and In the FLO. She uncovered the Infradian Rhythm and created The Cycle Syncing Method which has become a viral wellness movement on social with #cyclesyncing used over 125M times. As one of the earliest femmetech entrepreneurs, she has built the next gen hormone care platform for women through her company FLO Living via its programs, supplements and top ranked hormone care app, MyFLO, with its patented technology to help you get to the root causes of your symptoms.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 Alisa:* Website: https://www.floliving.com/* Instagram: https://www.instagram.com/floliving/* Instagram:https://www.instagram.com/alisa.vitti/
305. From Highschool Dropout to Beauty Legend, Doubling Down on a Growth Mindset, Overcoming Self-Sabotage & Taking the Road Less Traveled with Jeanine Lobell, Founder of Stila Cosmetics & Neen
01:00:14||Season 2, Ep. 305In this week’s episode, we’re re-airing one of our top episodes with Jeanine Lobell, founder of Stila Cosmetics & Neen.After dropping out of high school and trying to forge her own path in the world, serial entrepreneur and world-renowned celebrity makeup artist Jeanine Lobell fell in love with cosmetics. Thanks to her try-anything attitude and strong work ethic, she quickly moved up the ranks to work on famous faces like Nicole Kidman and Natalie Portman for the covers of Vogue and Vanity Fair.When Jeanine founded Stila in 1994, with its professional-grade colors and ultra-wearable formulas in recyclable packaging, it took the makeup world by storm and earned a cult following almost overnight. She saw unprecedented growth in the first five years and had numerous investors scrambling to buy the company, which she ultimately sold to Estee Lauder in 1999.Now, she is disrupting the beauty industry all over again with her direct-to-consumer brand, Neen, the first-ever subscription-based card that offers new ways to play with makeup and experience tutorials. In this episode, Jeanine speaks to us about how she discovered her purpose as a high-school dropout and someone who was regularly fired from jobs early in her career.We discuss how Jeanine finally realized her worth, what her superpowers were as a first-time founder when she launched Stila, and the advice she has for women who are looking to make a similar leap in their careers. We also take a look at the importance of having an abundance mindset, owning who you authentically are, finding your own voice, and so much more! In this episode, we’ll talk to Jeanine about:* Breaking free from the “prisons” of others’ opinions. [03:24]* Why Jeanine went to mime school in Paris. [07:47]* Lessons in entrepreneurship from a hot dog stand. [11:39]* Why none of the stops on your journey are a mistake. [13:20]* Rising through the beauty industry ranks. [15:31]* Self-compassion as a first-time founder. [17:14]* The origin story of Stila. [22:12]* Thoughts on competition, comparison, and abundance. [27:01]* Being a first-time mom and a first-time founder. [30:02]* Why we're all works in progress. [39:37]* Selling her first company to Estee Lauder. [41:02]* Overcoming hardship as a serial entrepreneur. [44:19]* Neen’s subscription cards. [48:06]* Success expectations versus reality. [50:06]* Common mistakes first-time founders make. [52:41]* Balancing accountability with self-kindness. [57:52]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 BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Jeanine:* Instagram: https://www.instagram.com/jeaninelobell/ * Instagram: https://www.instagram.com/weareneen/ * Website: https://weareneen.com/
304. Tapping into Your Intuition to Scale Your Business with April Gargiulo, Founder of Vintner's Daughter
39:58||Season 2, Ep. 304In this week’s episode, we’re re-airing one of our top episodes with April Gargiulo, the Founder and CEO of Vintner's Daughter, a cult favorite nutrient-powered skincare brand. Vintner’s Daughter was founded on the principles of unparalleled quality and efficacy, inspired by April’s background in the world of fine winemaking and its uncompromising standards.Admittedly, she knew very little about the skincare industry when she first founded the brand in 2013, but one thing she knew well was how to extract the finest ingredients from plants. After suffering from cystic acne and hyperpigmentation her whole life, April discovered the products she was using were actually made from cheap synthetics, and it was then that she decided to create her own all-natural, multi-beneficial skincare. She launched the Vitner’s Daughter brand with just one product: the Active Botanical Serum, which famously attracted the likes of Gwyneth Paltrow, Naomi Watts, Hailey Bieber, and others who swear by its skin-clearing benefits.In our conversation, April offers some insight into the process of starting her business from her living room with absolutely no knowledge of the beauty industry and she explains how throwing out the rulebook allowed her to stand out in a highly saturated market. We also discuss how she grew into a multimillion-dollar business with only one product and zero investors, the power of meditation and staying true to yourself, and so much more! In this episode, we'll talk to April about:* Why April calls herself risk-averse and how she overcame it. [03:18]* How two entrepreneurial parents shaped April. [04:50]* Life before Vintner's Daughter: from design to winemaking. [05:56]* The story of the sabbatical April took, the apothecary she visited, and how it inspired her first product, the Active Botanical Serum. [12:37]* Other ideas April explored before launching Vintner's Daughter. [15:23]* The early days of product development and launch. [16:58]* Moments of doubt and the motivation to keep going. [19:58]* Growing brand awareness with minimal marketing funds. [23:33]* Scaling, running a business from her living room, working mom hours, and more! [25:20]* Committing to a single SKU over trends. [27:13]* Staying vision-aligned and impact-focused. [29:54]* Her approach to funding and building without investors. [32:02]* The value of a supportive advisory community. [35:50]* The transformative power of meditation and authenticity. [37:18]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 April:* Website: https://vintnersdaughter.com/* Instagram: https://www.instagram.com/vintnersdaughter/
303. Mind-Blowing Science on Why Women Need More Protein to Thrive with Dr. Gabrielle Lyon
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302. Saying Yes Before You’re Ready, Listening to Your Intuition & Not Letting Your Past Define You with Kat Cole, CEO of AG1
54:17||Season 2, Ep. 302Kat Cole is the CEO of AG1 (formerly known as Athletic Greens), the global health company that pioneered Foundational Nutrition support with a comprehensive and convenient daily supplement.Kat has built an incredible career grounded in resilience, grit, and a passion for leadership. Growing up, Kat witnessed her mother’s strength firsthand when, at just nine years old, her mom left her alcoholic dad and became a single parent to Kat and her two sisters. From an early age, Kat learned the value of hard work and determination. As the first in her family to go to college, she supported herself financially by working at Hooters, and ultimately left school to take on a corporate roles with the company. By the age of 26, she was Vice President, leading global growth through franchising, training, and operations and helped lead Hooters’ sale to a private equity firm in 2010. Kat went on to spend over a decade as President and COO at Focus Brands, where she led a multi-billion-dollar portfolio of global restaurant brands with brands like Cinnabon, McAlister's, and Jamba under her leadership.In this conversation, Kat dives into her journey from childhood to becoming a powerhouse in business, highlighting how curiosity, a strong work ethic, and embracing change have fueled her growth from the very start. She shares her biggest lessons from running multiple brands at scale, how she gets involved to be the most effective leader, and why she prioritizes quality and constant improvement to keep brands fresh and relevant. We also discuss her experience taking a year off, her insights as an angel investor, what she looks for when investing in brands, and how she got involved with AG1. Kat also talks about the importance of listening to intuition and trusting your gut with every decision, as well as her grounding routines that keep her balanced and focused, and so much more. In this episode, we’ll talk to Kat about:* Why we shouldn’t let our past solely define us. [03:34]* Kat’s childhood and upbringing. [05:37]* Kat’s career journey, leading her to AG1. [07:58]* Kat’s drive to achieve success. [10:54]* The importance of not knowing the truth. [16:25]* How Kat cultivates comfort in new situations. [20:01]* Leadership and creating a safe environment. [24:25]* Taking a year gap to reevaluate her career path. [31:36]* Leaving Focus Brands and transitioning to AG1. [35:20]* AG1’s commitment to product quality. [38:33]* AG1’s product iteration and innovation. [41:41]* The necessity of evolution in business. [46:06]* Kat’s grounding routines. [49:41]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 Kat:* Website: https://drinkag1.com/* Instagram: https://www.instagram.com/drinkag1/* Instagram: https://www.instagram.com/katcoleatl/
301. True Religion Co-Founder: From $250K in Debt to $800M Fashion Empire - Kym Gold
53:17||Season 2, Ep. 301Kym Gold is a visionary entrepreneur, co-founder of True Religion, the iconic denim brand that redefined premium jeans, and most recently, the founder of dumæ, a homeware line that blends her signature aesthetic with artisanal craftsmanship.As the co-founder of True Religion Jeans, Kym redefined fashion with her rockstar style, fearless vision and unwavering determination. Her entrepreneurial journey began at 18 on the Venice Beach Boardwalk, where she resold irregular clothing items, eventually leading her to launch several successful brands. Known for her transformative approach to business, Kym later co-founded True Religion, a brand that would become one of the biggest names in denim history. After selling the company for over $800 million, Kym focused on family and pursued new creative paths in filmmaking and interior design. A trailblazer and role model, she’s now channeling decades of business and design expertise into her luxury homeware brand, dumæ.In this week’s episode, Kym Gold shares her journey from dropping out of college to her early entrepreneurial ventures and the founding of True Religion. She reflects on the pressures of entrepreneurship, her unique upbringing as an identical triplet, and the sacrifices she made to build her brand, including living in debt and staying in hotels with her three children. Kym opens up about prioritizing passion over profit, choosing peace over millions when taking her company public, and her belief in resilience, self-care, and the power of community among women. As she launches dumæ, she discusses timeless business fundamentals, the art of hiring, and teamwork. This episode will leave you inspired to embrace change and pursue your passions, regardless of age or circumstances. In this episode, we’ll talk to Kym about:* Enjoying the journey and being in the moment. [03:42]* How self-care alleviates pressure. [05:25]* Growing up as an identical triplet. [11:48]* Kym’s unique hustle, defying family expectations. [13:03]* From real estate license to selling garments and being a college dropout. [15:16]* Asking questions and not accepting "no" as an answer. [20:27]* Founding True Religion with $250K in debt and living with three kids in a hotel. [24:21]* Taking True Religion public. [32:22]* Leaving the company to prioritize peace of mind. [34:27]* Why family and legacy are more important than business. [37:46]* The inspiration behind dumæ. [41:31]* The challenges of starting dumæ. [44:18]* Kym’s lessons from hiring her team. [46:12]* Why organization is essential in life and business. [49:07]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 Kym:* Website: https://dumae.co/* Instagram: https://www.instagram.com/dumaeofficial/* Instagram: https://www.instagram.com/kym.gold/
300. The Impact of Diet on Hormones & How Seed Cycling Helps with Dr. Mindy Pelz, Yasmin Nouri & Kaya Purohit
01:13:49||Season 2, Ep. 300Today we have an extra special conversation to share that dives DEEP into seed cycling—What is it? Who is it for? How do you do it? And how does food work to balance hormones? We answer it all in this EPIC conversation with Dr. Mindy Pelz and our co-founders, Yasmin & Kaya. If you're wondering whether or not to start seed cycling, listen up. And if you've been using seed cycling to support your hormones, you're going to learn so much about why these powerful seeds have so many benefits. In this episode you’ll learn: * What seed cycling is* Yasmin’s post-birth control experience* Kaya’s postpartum journey with seed cycling* Research behind the seeds and their nutrients* Who can benefit from seed cycling* Who shouldn’t seed cycle* And more…Dr. Mindy Pelz is a leading holistic health expert dedicated to revolutionizing women's health. Through her signature “5-Step Approach”, she has empowered hundreds of thousands globally to unlock their body’s healing potential with fasting, food, stress management, and lifestyle changes. Her private coaching group, The Reset Academy, teaches women to align fasting with hormonal health.Dr. Mindy is passionate about helping people reclaim their health. Her YouTube channel, featuring fasting and holistic health tips, has amassed over 26 million views. She is the bestselling author of The Menopause Reset, The Reset Factor, and The Reset Kitchen. Additionally, her podcast, “The Resetter Podcast,” ranks among Apple’s top 40 U.S. science podcasts, featuring influential guests like Marianne Williamson, Dave Asprey, and Dr. Christiane Northrup.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. Mindy:* Website: https://drmindypelz.com/* Instagram: https://www.instagram.com/dr.mindypelz/
299. For 2 Years, She Balanced Corporate Life & a Side Hustle—Then She Went All In, and Everything Changed with Jennie Yoon, Founder of Kinn Studio
01:00:31||Season 2, Ep. 299Jennie Yoon is the founder and CEO of Los Angeles-based direct to consumer jewelry brand, Kinn Studio. Kinn Studio was born out of loss. In 2015, her family home was robbed and all of her family heirlooms and jewelry were stolen. That’s when Jennie decided she wanted to find a way to replace the antique jewelry her parents lost. After searching for the right jeweler to help her recreate those one of a kind pieces, and getting so many compliments from people, Jennie decided to launch Kinn Studio in 2017 as a side hustle. In this week’s episode, Jennie shares her key mindset shifts that helped her transition from corporate to the start up world, the challenges she faced growing up as a young woman moving to America from Korea, and how those experiences impacted her life. Jennie also explains how she made the bold decision to stop playing it safe and pursue her dreams with her jewelry business. She describes how her genuine curiosity led her to learn about the industry, how she used her own money to set it up as a side hustle, and how she persevered despite facing many rejections. Jennie also shares her strategic approach to launching the brand, the moment she realized she was onto something big, and how she finally came to the decision to quit her full-time job. She talks to us about the steps she took to build her brand and refine her messaging, and how she's mastered time management, which has helped her succeed not only as a founder & CEO but also as a mother of two. In this episode, we’ll talk to Jennie about:* Skills and mindset shifts that fueled her entrepreneurial journey. [02:57]* Jennie’s childhood and early influences. [05:40]* Her HR role at MySpace and early business interests. [08:33]* Jennie’s MBA experience: gaining knowledge and building networks. [12:45]* Meeting the Casetify founder and joining the team. [14:24]* The importance of time management and self-learning. [18:24]* Inspiration for Kinn Studio and turning passion into business. [21:02]* Early product launches and self-funding Kinn Studio. [22:14]* Building brand awareness from the start. [25:31]* Initial brand strategies and how she engaged with customers. [32:01]* Finding a unique angle in the market. [34:44]* Jennie’s business thought process. [40:20]* Time optimization tips for entrepreneurs. [46:55]* How Jennie navigates challenging moments. [51:43]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 Jennie:* Website: https://kinnstudio.com/* Instagram: https://www.instagram.com/kinnstudio/* Instagram: https://www.instagram.com/jennieyyoon/
298. You Don’t Need to Know Everything: Tata Harper on Taking the Leap - Tata Harper Skincare
01:04:42||Season 2, Ep. 298Tata Harper is the founder of Tata Harper Skincare, a luxury clean beauty brand known for its non-toxic, high-performance products, handcrafted on an organic farm in Vermont.When her stepfather was diagnosed with cancer in 2007, Tata began questioning the safety of everyday products and what she was putting on her own body. This inspired her to develop a skincare line that prioritized natural ingredients, sustainability, and effective results without harmful chemicals. What began as a personal mission in her Vermont kitchen has grown into a globally recognized brand, with products formulated on her organic farm using over 300 raw ingredients sourced from around the world. Today, Tata Harper Skincare is available at top retailers like Sephora, Nordstrom, and Saks, as well as in luxury spas across the globe.In this week’s episode, Tata shares how growing up in Colombia sparked her love for self-care and beauty rituals.Though her mom encouraged her to study industrial engineering, she grew to love it, gaining problem-solving skills that shaped her career. Tata recounts her journey from working in real estate to experimenting on her organic farm, where she created the skincare products she had always imagined.Tata discusses the years of trial and error that went into building her brand and how planning, routines, and community support helped her stay balanced. She shares how she found confidence without a skincare background and offers advice for entrepreneurs starting outside their expertise.We dive into the emotional but strategic decision to sell her company in 2022 and her experience navigating that process. As a mom of three, Tata opens up about the challenges of juggling business and family, highlighting the importance of self-care, friendships, and embracing uncertainty along the way—and much more.In this episode, we’ll talk to Tata about:* Tata’s Colombian upbringing and entrepreneurial drive. [03:49]* Early ventures and key lessons [07:36]* Learning by doing without formal training. [19:45]* Inspiration behind Tata Harper Skincare. [22:00]* Building a manufacturing facility on their farm. [31:27]* Why making a revolutionary product takes time. [34:28]* Tata Harper Skincare’s sustainability efforts. [38:23]* Getting featured in Vogue. [41:40]* Managing business momentum and motherhood. [42:32]* Benefits of a business partner. [53:04]* Balancing business and personal life. [56:01]* Action as an antidote to fear—why staying busy helps. [59:20]* Selling Tata Harper Skincare [01:01:31]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 Tata:* Website: https://tataharperskincare.com/* Instagram: https://www.instagram.com/tataharperskincare/* Instagram: https://www.instagram.com/tataharper/