Female Founder World

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Amy Liu is back on the show! Last time we talked, Tower 28 was a couple of years in. Now it's a nine-figure brand in every Sephora in the US and expanding globally, and it all started when Amy was 40, after 24 years in the beauty industry. We get into why she thinks learning on someone else's dime was her biggest advantage, why getting into Sephora is the starting line and not the finish line, and the thing I loved most: why she actively doesn't want her products to go viral. Her Swipe concealer has been a top-3 concealer at Sephora for three and a half years without ever having a viral moment, and her reasoning on that is so smart.

We also get really honest about what this stage of business asks of you as a leader. Amy talks about the grief of watching her first hires leave after eight and a half years, learning the weight of her own words, and how she juggles Sephora, Amazon and TikTok Shop without upsetting her biggest partner. It's tactical, it's real, and she shares the one book she gives to everyone on her team. You're going to want to take notes on this one.

This week we're also sharing your build in public prompt, thanks to our partners at Adobe Express.

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This week, Jasmine, Nat and Paige break down Emma Grede's viral take on personal branding and whether you need one to build a business, then dig into Revolve's $15 million investment in 437 and what founders can learn from how it came together. They also unpack the week Fenty Skin, Glow Recipe and Huda Beauty all launched near identical eye patches.

Plus, Summit tickets are on sale for November 15th at Chelsea Piers in New York City, and this week's Build in Public challenge with Adobe Express is a resource video you can make today.

This episode is brought to you by Omnisend: use code FFW35 for 35% off at omnisend.com/femalefounderworld.

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We are back! Female Founder World Summit is happening November 15th in New York City at Chelsea Piers with early speaker revealed here first (Tara Bosch, Kira Mackenzie Jackson, Nadya Okamoto), Nike's S&P 500 exit is a signal legacy brands are losing ground to founder-led ones, we have a wild story about The Prospector's Club, Meta is kind of turning Instagram into a paid B2B tool, microdramas are trending, and we need to dive into the Beis/Samsonite acquisition and what its 1x revenue multiple says about brand value right now. There's a lot ot cover in the group chat today.

Secure your Summit ticket at femalefounderworld.com

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Amanda Thomas is on the podcast! She started Love AJ at 14. Twenty-five years, three rock-bottoms, and one Beyoncé Coachella moment later, she's about to be on shelves in every Target in America.

In this episode: the licensing loophole that got her into Target after a decade of no, why she cut her team from 12 to 6 and called it "ego death," the three low-drama ways she's funded growth without giving up equity, and the exact DM-to-Coachella pipeline that got Beyoncé's dancers in her jewelry.

Thank you to Omnisend for sponsoring the show. Our goal is to get every single one of you to make the smart swap to Omnisend this week and potentially saves thousands of dollars on email marketing every year. Use the code FFW35 for a further 35% off your email marketing: omnisend.com/femalefounderworld

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Nadya Okamoto is on the show!! She built a nonprofit at 16, co-founded a period care company that's in Target and Walmart, and is now the cofounder and CMO at Pie, a social network powering your IRL connections started by Bonobos founder Andy Dunn.

While building her companies, Nadya's also built a huge audience. She has 6 million followers across platforms.

My favorite parts of this conversation are Nadya's masterclass on how to execute a creator equity partnership, offline and IRL business ideas, and hearing her weigh up the tradeoffs of building a very big public profile.

Thanks to Omnisend for making this episode of Female Founder World possible. Use the code FFW35 for 35% off at omnisend.com/femalefounderworld

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There's a marketing trend that has been steadily growing inside the creator economy for the last two years, and in 2026 it has officially gone mainstream. Brands are spending millions on it. Most consumers have no idea it exists. And it could be one of the most cost-effective awareness channels available to founders right now. It's called clipping and we're going to break down exactly what it is and how it works in this week's episode of the Build In Public Challenge Presented by Adobe Express.

Thank you to Adobe Express for supporting the show and making this challenge possible. Adobe Express is an all-in-one design, photo, and video tool to make content creation easy.

Sign up for a free Adobe Express account at adobeexpress.com

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Leah Marcus, cofounder of Good Girl Snacks, is back on Female Founder World to walk us through the insane year of growth they're having. She breaks down everything they did to launch a viral new product last month, and the mindset and attitude shift that helped her raise money and land thousands of new retail doors.

Thank you to Omnisend for sponsoring the show. Get 35% off Omnisend with the code FFW35 at omnisend.com/femalefounderworld

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Jasmine, Nat, and Paige are back in the group chat digging into why Alex Cooper's beverage brand Unwell shut down right as her media company hit a $500 million valuation, and what that says about creator led consumer brands. They also unpack the Phia fallout, celebrity investing on cap tables, and whether creators owe brands deliverables once they've got equity. Plus, they break down Whatnot's $20 billion live shopping valuation and share this week's smart swap.

Thank you to Omnisend for making this show possible! Use the code FFW35 at omnisend.com and get 35% off.

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This episode of the show works best on video, so we recommend watching on Spotify. Welcome back to the build in public challenge presented by Adobe Express. Each week we've been inserting your weekly content prompt into the show, and this week we want to call out the prompt in a dedicated bonus episode.

This week you're creating a simple before and after video with text overlay. No talking to camera, to voiceover. You can use video that's already on your camera roll.

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This week is a masterclass in three completely different paths to building a brand people actually care about. We start with Ben Bennett, beauty exec behind The Center , the incubator quietly responsible for Naturium, Phlur, and, as of this week, the newly sold Saltair. From there we head to Wall Street, where Reformation just went public, and chat about what it actually means for a brand this culturally loved to make it this far! Then we close out with the brand we can't stop thinking about: Butter Girl NYC. No investors, no incubator, just a genuinely good idea and impeccable content.

Then we finish off with the Build In Public challenge brought to you by Adobe Express, the free tool you can use to create anything and access at adobeexpress.com and join the conversation in the Female Founder World app.

 Thank you to Omnisend for sponsoring this episode of Female Founder World! Try Omnisend with the code FFW35 and get 35% off, at www.omnisend.com

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