Share
Female Startup Club
Fave Hits: Whitehouse staffer turned Beauty Entrepreneur, Stephanie Lee on creating the intersection between wellness & beauty with SELFMADE (part 1)
Season 1, Ep. 387
•
This episode is with Stephanie Lee from SELFMADE.
SELFMADE is a culmination of Stephanie’s lived experiences and spurred from healing from her own mental health crisis. She began her journey as a field organizer on the Obama presidential campaign, and quickly moved to the White House where she worked for the First Lady Michelle Obama. She then changed direction from politics to the prestige of the beauty industry as a product developer at MAC Cosmetics in New York City. While dealing with depression and anxiety, she left the corporate world to travel the globe solo and hear from women about their experiences about their own self-worth and emotional wellbeing. That’s when SELFMADE was born.
So much about our wellness has to do with our ability to self-trust, and turn into our self-worth, rather than look outside of ourselves. But our whole world and society tell us to look outside of ourselves. How do you gain that self-gain and trust? Beauty is something where women are already spending so much money, so much time. Women are already taking care of themselves. So why not use that to inject credible mental health? How do you fall down, be vulnerable, ask for what you need, and try again? It’s micro-moments. It’s not one moment, it’s a series of moments and conversations that helped Stephanie come to a point where she might have an answer to this.
We chat a lot about the pitfalls of perfectionism in this episode, something close to my heart that we chat about often on the podcast. How as a woman, if you’re planning to be an entrepreneur, perfectionism is hugely common. We need to employ the idea that we can just put something out there and iterate along the way. So much of our paralysis comes from spinning in circles around certain things and running circles, whilst part of it is just putting it out, seeing how people react, and then changing it. Psychologically, perfectionism stops you from having to face failure. But it actually keeps you from moving forward. You should do this for youself and everyone who needs this. Not to be perfect.
If you love Stephanie’s story and you’re building an ecommerce brand in the beauty space, you might be interested in checking out our private network where you can access modern mentorship from women on the show, like-minded women in the ecommerce / cpg space and experts.
LINKS WE MENTION:
SELFMADE's Instagram
Stephanie's Instagram
Female Startup Club's Instagram
Doone's Instagram
Doone's TikTok
Podcast: NPR's Hidden Brain
Book: Daring Greatly by Brené Brown
To redeem 1 month free of Norby's Basic Plan use code "FSC" here: https://join.nor.by/
Learn more about Athletic Greens and get your FREE gift at Athleticgreens.com/STARTUP
Try Zapier for free today at zapier.com/STARTUP
Learn more about Dymo at Dymo.com
In partnership with Klaviyo, the best email marketing tool for eCommerce businesses
Female Startup Club's YouTubeFemale Startup Club’s Private Facebook Group
Say hello to Doone: hello@femalestartupclub.com
Female Startup Club + Clearco: Clear.co/partner/female-star
More episodes
View all episodes
728. I just interviewed one of my dream guests, Jo Malone!
50:00||Season 1, Ep. 728Our guest today is a true icon in every sense of the word - not only in the world of fragrance and creativity but also in business and entrepreneurship. Jo founded and sold Jo Malone London, leaving the brand in 2006 and is no longer associated with the Jo Malone brand or its products. And now 20 years later - she's done it again - creating Jo Loves into another much-loved brand that reflects her passion for innovation and storytelling. Subscribe to get our new episodes and join our community of 120,000+ women below.This is Jo Malone for Female Startup Club.Links we mention:Jo Malone CBE InstagramJo Loves InstagramJo Malone CBE BBC Maestro CourseJoin thousands of business owners reading our newsletter every Monday right hereJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubFemale Startup Club - Ecommerce FundamentalsFemale Startup Club's InstagramDoone's InstagramDoone's TikTok
727. GEMS: Suing the NYC Subway (& Winning!) with Dame founder Alexandra Fine
03:26||Season 1, Ep. 727Hello and welcome back to the show - it’s Doone here - your host and Hype Girl.In these twice-weekly episodes, we will be digging back into our archives to find little value-packing gems from previous episodes.In this inspiring snippet, Dame Products founder Alex Fine shares an unexpected chapter in her entrepreneurial journey: taking on the NYC subway—and winning!LINKS:Alex Fine InstagramDame WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
726. 6 Quick Questions with Bondi Blades Founder Ali Clarke (Part 2)
04:33||Season 1, Ep. 726Hello and welcome back to the show! It’s Doone here, your host and hype girl.We’re wrapping up our three-part bootstrapping mini-series with a total powerhouse—Ali Clarke, founder of Bondi Blades, Australia’s first at-home derma razor company.Bondi Blades started as a pandemic baby with just a couple hundred bucks and quickly grew into so much more than a side hustle. Last year, Ali hit $1 million in revenue and landed her products in over 1,000 stores across Australia. How’s that for impressive?In this episode, Ali takes us through her exact blueprint for launching Bondi Blades and shares actionable tips for every founder starting their journey today. She’s breaking down what worked for her in those scrappy early days, including her experience at Cosmoprof trade show—what it cost, what she learned, and how it impacted her business.This is one of those episodes that will light a fire under you, no matter where you’re at in your entrepreneurial journey.Alrighty, let’s dive into it. This is Ali for Female Startup Club.LINKS WE MENTION:Ali Clarke InstagramBondi Blades WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Join our tool and private community for small business owners, Majic [formerly known as Hype Club]Female Startup Club's InstagramDoone's InstagramDoone's TikTok
725. Bootstrapping 101: Bondi Blades Founder Ali Clarke Bootstrapped her Biz from $50 to $1M in ARR (Part 1)
39:55||Season 1, Ep. 725Hello and welcome back to the show! It’s Doone here, your host and hype girl.We’re wrapping up our three-part bootstrapping mini-series with a total powerhouse—Ali Clarke, founder of Bondi Blades, Australia’s first at-home derma razor company.Bondi Blades started as a pandemic baby with just a couple hundred bucks and quickly grew into so much more than a side hustle. Last year, Ali hit $1 million in revenue and landed her products in over 1,000 stores across Australia. How’s that for impressive?In this episode, Ali takes us through her exact blueprint for launching Bondi Blades and shares actionable tips for every founder starting their journey today. She’s breaking down what worked for her in those scrappy early days, including her experience at Cosmoprof trade show—what it cost, what she learned, and how it impacted her business.This is one of those episodes that will light a fire under you, no matter where you’re at in your entrepreneurial journey.Alrighty, let’s dive into it. This is Ali for Female Startup Club.LINKS WE MENTION:Ali Clarke InstagramBondi Blades WebsiteJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
724. Self-Made: 6 Quick Questions with Blume Founder Karen Danudjaja (Part 2)
13:19||Season 1, Ep. 724Hello and welcome back to the show! It’s Doone here, your host and hype girl.We’re diving into the second episode of our three-part mini-series all about bootstrapping, and this one is a total gem. Today, we're playing back our episode chatting with the brilliant Karen Danudjaja, founder of Blume, the wellness brand that’s taken superfood lattes to a whole new level.Blume is what happens when you combine the benefits of the wellness aisle with the cozy vibes of your favorite café. Bootstrapped from Vancouver, Canada, Karen and her team have grown Blume to an impressive $10 million in sales—a major milestone for any founder.In this episode, Karen takes us through that gritty, exciting first year of business, how she got her first 1,000 customers, and the lessons she’s learned along the way. We also chat about her approach to bootstrapping Blume to this point and her experience raising $2 million for the next stage of growth. It’s packed with insights for anyone navigating those early startup days or dreaming of launching their own brand.And before we dive in, I just want to send a quick shoutout to all of YOU amazing humans. Every time you tune into an episode, share it, or tell a friend, you’re helping us grow this incredible community. We’ve got some exciting things in the works, and I can’t wait to share them with you soon!Alrighty, let’s get into this episode. This is Karen for Female Startup Club.LINKS WE MENTION:Karen's InstagramBlume WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
723. Self-Made: How to Bootstrap a Brand to $10M in Sales, with Blume’s Founder Karen Danudjaja (part 1)
31:52||Season 1, Ep. 723Hello and welcome back to the show! It’s Doone here, your host and hype girl.We’re diving into the second episode of our three-part mini-series all about bootstrapping, and this one is a total gem. Today, we're playing back our episode chatting with the brilliant Karen Danudjaja, founder of Blume, the wellness brand that’s taken superfood lattes to a whole new level.Blume is what happens when you combine the benefits of the wellness aisle with the cozy vibes of your favorite café. Bootstrapped from Vancouver, Canada, Karen and her team have grown Blume to an impressive $10 million in sales—a major milestone for any founder.In this episode, Karen takes us through that gritty, exciting first year of business, how she got her first 1,000 customers, and the lessons she’s learned along the way. We also chat about her approach to bootstrapping Blume to this point and her experience raising $2 million for the next stage of growth. It’s packed with insights for anyone navigating those early startup days or dreaming of launching their own brand.And before we dive in, I just want to send a quick shoutout to all of YOU amazing humans. Every time you tune into an episode, share it, or tell a friend, you’re helping us grow this incredible community. We’ve got some exciting things in the works, and I can’t wait to share them with you soon!Alrighty, let’s get into this episode. This is Karen for Female Startup Club.LINKS WE MENTION:Karen's InstagramBlume WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
722. Self-Made: 6 Quick Questions with Wild Things World Founder Piera Gelardi (Part 2)
14:19||Season 1, Ep. 722Hello and welcome back to the show! It’s Doone here, your host and hype girl.Today, we’re kicking off our three-part mini-series all about bootstrapping—those early, scrappy days where you’re building a dream with sheer grit, determination, and maybe a little duct tape.For this first episode, I’m chatting with the amazing Piera Gelardi, who you might know as the co-founder of Refinery29. But today, we’re diving into her latest creative venture, Wild Things World—a bootstrapped startup dedicated to bringing more play and joy into our everyday lives. And let me tell you, it is a total cracker of an episode.Piera radiates good vibes, and in our chat, she shares what she’s learned from her 15 years at Refinery29, why bootstrapping her new business has brought her back to her roots, and her framework for tapping into your creative self—because we all have that magic spark just waiting to be unlocked.Wild Things World is all about celebrating the power of play. Did you know that play reduces stress, boosts creativity, and even helps us live longer? Yeah, it’s that good. So if you’ve been feeling stuck, uninspired, or just plain blah, this episode is the perfect dose of creative energy.Alrighty, let’s dive in. This is Piera for Female Startup Club.LINKS WE MENTION:Piera Luisa InstagramRefinery29 WebsiteWild Things World WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
721. Self-Made: Refinery 29 Co-Founder Piera Gelardi on Building Bootstrapped Startup Wild Things World (Part 1)
40:26||Season 1, Ep. 721Hello and welcome back to the show! It’s Doone here, your host and hype girl.Today, we’re kicking off our three-part mini-series all about bootstrapping—those early, scrappy days where you’re building a dream with sheer grit, determination, and maybe a little duct tape.For this first episode, I’m chatting with the amazing Piera Gelardi, who you might know as the co-founder of Refinery29. But today, we’re diving into her latest creative venture, Wild Things World—a bootstrapped startup dedicated to bringing more play and joy into our everyday lives. And let me tell you, it is a total cracker of an episode.Piera radiates good vibes, and in our chat, she shares what she’s learned from her 15 years at Refinery29, why bootstrapping her new business has brought her back to her roots, and her framework for tapping into your creative self—because we all have that magic spark just waiting to be unlocked.Wild Things World is all about celebrating the power of play. Did you know that play reduces stress, boosts creativity, and even helps us live longer? Yeah, it’s that good. So if you’ve been feeling stuck, uninspired, or just plain blah, this episode is the perfect dose of creative energy.Alrighty, let’s dive in. This is Piera for Female Startup Club.LINKS WE MENTION:Piera Luisa InstagramRefinery29 WebsiteWild Things World WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Female Startup Club's InstagramDoone's InstagramDoone's TikTok
720. GEMS: Selling 100,000 Units in Year One with Avec Drinks founder Denetrias Charlemagne
04:51||Season 1, Ep. 720Hello and welcome back to the show - it’s Doone here - your host and Hype Girl.In these twice-weekly episodes, we will be digging back into our archives to find little value-packing gems from previous episodes.Tune into this gem to hear Denetrias Charlemagne, founder of Avec Drinks, reveal the secrets behind selling 100,000 units in her first year. LINKS:Denetrias InstagramAVEC Drinks WebsiteFemale Startup Club - Ecommerce FundamentalsJoin the FSC CLUB & Ask Your Questions: www.facebook.com/groups/femalestartupclubJoin thousands of small business owners who are reading our newsletter every Monday at: www.femalestartupclub.com Join our tool and private community for small business owners, Majic [formerly known as Hype Club]Female Startup Club's InstagramDoone's InstagramDoone's TikTok