How They Scaled It

In this episode of How They Scaled It, I sit down with Rick Clark, VP of Strategic Partnerships at CloudNine and Co-Founder of The Masters Conference.

Rick has been on the frontlines of legal technology for over two decades. He has co-founded and developed several successful ventures including The Masters Conference, Wave Software, and ESI Analyst that have provided cutting-edge solutions and insights for complex data challenges.

From converting texts into court-ready evidence to crafting conferences that matter, Rick dives into the lessons and challenges of scaling in a niche, slow-to-change industry—and how strong partnerships made it all possible.

00:00:13 — How the pandemic changed digital evidence forever

00:00:36 — Meet Rick Clark: founder, innovator, connector

00:01:12 — Early days of discovery: from paper to digital

00:02:07 — Why 2006 was a turning point for eDiscovery

00:03:15 — Launching Wave Software at the perfect moment

00:04:16 — Starting The Masters Conference over coffee

00:05:55 — Differentiating in a sea of legal tech giants

00:07:16 — Creating ESG Analyst for chat and mobile data

00:09:11 — Pandemic-proof product-market fit

00:10:20 — From emails to WhatsApp: the new digital trail

00:12:42 — Scaling smart: how ESI Analyst stood out

00:14:28 — Cross-channel threading and human behavior

00:15:24 — Strategic differentiation in a crowded market

00:16:12 — When acquisition becomes the smartest path

00:19:51 — How The Masters Conference scaled to 15+ cities

00:21:34 — Why local relevance drives lasting impact

00:24:01 — AI adoption in legal: faster than ever before

00:26:45 — How lawyers are (finally) catching up

00:27:27 — Rick’s partnership strategy and why it works

00:30:04 — Build your network, protect your reputation

00:32:37 — Lessons Rick wishes he knew earlier

00:35:42 — What’s next: education, thought leadership, and mentorship

In this episode of How They Scaled It, I sit down with Brittany Lo, Founder and CEO of two separate beauty companies: Beia and Beautini. In this episode, she shares how building a wedding beauty concierge gave her the insight to launch Beia, a premium body care brand solving real, often unspoken problems.

From launching during a pandemic to landing major retail partners and rebranding for scale, Brittany walks us through her intentional journey of building not just buzz, but businesses that last.

00:00:13 – Why solving real problems matters in beauty

00:00:50 – Brittany’s start with Beautini and the early insight that sparked Beia

00:02:06 – The awkward (but real) questions that led to a product idea

00:03:32 – Standing out in a saturated market with meaningful impact

00:04:58 – Developing the first Beia product during a pandemic

00:06:07 – How Brittany found her first manufacturer through relationships

00:07:31 – Why she hired a chemist to keep full formula control

00:09:27 – Seeding the launch through her network and the power of buy-in

00:10:53 – The moment she knew she had a real customer, not just support

00:13:03 – Using trade shows to break into retail early

00:15:29 – Why Beia pivoted from intimacy branding to lifestyle skincare

00:18:36 – How product quality won over retail buyers at Neiman Marcus

00:20:43 – Building for premium customers with intentional pricing

00:26:53 – Balancing profitability with brand integrity

00:30:21 – The real metric she uses to measure success

00:36:59 – Why Amazon became a breakout channel for Beia

00:39:03 – Leadership, hiring slow, and protecting company culture

00:44:26 – The advice she’d give her past self as a founder

In this episode of How They Scaled It, I sit down with Chelsey Hayes, co-founder and CEO of Brown Babee. She shares how her decade-long fertility journey led to the creation of a purpose-driven skincare brand for infants and children with sensitive skin.

From overcoming cancer and endometriosis to trusting her instincts and betting on herself, Chelsey opens up about building with intention, leading with story, and finding strength in community. This episode is a must-listen for early-stage founders who want to launch mindfully and scale with heart.

00:00:13 – Chelsey introduces her 10-year path to motherhood

00:00:48 – Courtney introduces Brown Babee and the episode

00:01:27 – When Chelsey first knew she wanted to start a business

00:03:05 – From federal government contracting to founder

00:04:05 – Her daughter’s eczema diagnosis and early decisions

00:06:12 – Learning to formulate through YouTube

00:07:21 – Discovering her deeper “why”

00:08:29 – Learning to listen to intuition and filter the noise

00:10:00 – How surviving ovarian cancer shaped her mindset

00:12:44 – Early hurdles: funding and timing

00:14:17 – Betting on herself: the $90k turning point

00:19:18 – A co-founder leaves—and the lesson in that loss

00:21:54 – Balancing purpose with profitability

00:24:02 – Strategic partnerships and quality-first mindset

00:27:00 – Pushing back on the “move fast” mantra

00:28:48 – Why she stayed true to the name Brown Babee

00:33:08 – Accelerator programs and mentorship

00:36:02 – Building community as a pre-launch brand

00:40:03 – Her advice to her past self: “You are worthy”

00:41:56 – Where to follow Brown Babee online

In this episode of How They Scaled It, I sit down with Natalie Cantave, the co-founder of MKTG WMN—a thriving community designed to uplift women and nonbinary professionals in marketing. She shares how a chance conference meetup with her now co-founder sparked a movement, and how they’ve grown it into a mission-led, member-supported platform with real industry impact.

Along the way, Natalie opens up about scaling without selling out, navigating imposter syndrome, and choosing intentionality over hype. From launching a paid model rooted in inclusivity to hosting IRL events with partners like Wistia, her story is a masterclass in building community with heart and a no-BS mindset.

00:00:13 – Why values and no-BS culture were foundational

00:01:21 – How Natalie and Gabrielle met and bonded over shared challenges

00:03:14 – The catalyst moment during COVID

00:04:39 – Early career lessons and salary transparency

00:06:01 – Launching MKTG WMN and overcoming imposter syndrome

00:07:10 – Going from events to mentorship and in-person meetups

00:08:32 – When and why they transitioned to a paid model

00:10:22 – How the community responded to monetization

00:11:36 – Creating a support system across all marketing verticals

00:14:11 – Highlights from co-working events and CEO conversations

00:15:24 – What didn’t work (and how they pivoted)

00:17:13 – Black Marketers Meetup and meaningful impact

00:19:54 – Natalie’s past experience with partnerships

00:21:29 – How they landed Wistia and Goldcast as sponsors

00:25:04 – Why authenticity is central to their growth strategy

00:28:31 – Scaling slowly and resisting profit-over-values temptation

00:30:16 – Building mentorship programs during high-need times

00:33:26 – Advice for founders building community

00:36:40 – How newsletters and storytelling keep the brand human

00:39:12 – What the future holds: team-building, more events, and 10-year vision

In this episode of How They Scaled It, I sit down with Corina Pfeffer, co-founder and COO of Pipa Skin Care, to unpack how a Venezuelan trio of moms turned a gap in the skincare market into a viral, best-selling DTC brand for tweens. 

With almost no paid ads, zero outside funding, and hands-on everything from fulfillment to customer service, Pipa is proving that thoughtful branding, organic growth, and a deep understanding of your customer can beat big budgets. 

Corina shares the scrappy strategies, operational lessons, and brand-building mindset that have powered their rapid rise—and what’s next as they scale.

00:00:13 – Why customer experience is a core value at Pipa

00:00:40 – Meet Corina Pfeffer and the founding story behind Pipa Skincare

00:01:41 – How three childhood friends built a brand from a parenting problem

00:02:52 – The moment they realized there was a real market gap

00:04:27 – How each co-founder’s strengths shaped their success

00:05:43 – The surprisingly sentimental story behind the name “Pipa”

00:07:03 – Corina’s career path: from math to entrepreneurship

00:09:18 – Lessons from a failed startup that shaped Pipa’s strategy

00:10:59 – Why they insist on doing everything themselves—at first

00:13:29 – How a focus on delight drives their customer experience

00:15:31 – Their biggest challenge: explosive, unpredictable growth

00:18:24 – Why they ran out of stock during their first holiday season

00:19:12 – How they grew entirely through organic influencer buzz

00:21:30 – The role of PR and how British Vogue found them

00:23:17 – Pivotal moments that made them realize Pipa was taking off

00:25:32 – New products, sunscreen success, and what’s coming next

00:27:59 – Preparing for retail and what’s driving that shift

00:28:59 – Selling out on Amazon—even without optimization

00:30:23 – How living with their target customer (tweens!) helps

00:32:44 – Navigating international demand (and expensive shipping)

00:35:10 – Why they’re staying scrappy and bootstrapped

00:37:55 – The surprising power of email marketing for DTC

00:40:12 – Advice for career-changers and lifelong learners

00:44:15 – What Corina would tell herself when starting out

In this episode of How They Scaled It, I sit down with Kunle Campbell, co-founder of Octillion Capital Partners and host of the 2X eCommerce podcast. Kunle shares how a curiosity-fueled SEO career led him to the operator seat—where he now acquires and grows wellness-first brands through a private equity-style model rooted in purpose, not just profit.

Along the way, Kunle breaks down how Octillion finds hero products, why subscriptions fuel their growth engine, and what it really takes to scale without compromising your values. From rebranding mushroom coffee to building founder-led stories that resonate, this episode is packed with sharp insights on sustainable, principle-driven growth in the DTC space.

00:00:13 Kunle’s philosophy: growth vs. profitability

00:01:37 How a lecture ignited Kunle’s e-commerce path

00:04:01 Surviving the 2008 crash and building an SEO agency

00:06:00 Discovering the limits of traffic without conversion

00:07:21 Building the 2X eCommerce podcast and agency

00:09:38 From consultant to operator: Why Kunle founded Octillion

00:11:39 Meeting his business partner via Google

00:14:17 The importance of financial literacy as an operator

00:17:29 Using subscriptions to drive growth while preserving LTV

00:23:04 Scaling brands vs. scaling products

00:26:10 How they found a new hero product when the original went out of stock

00:31:33 The cost of educating the market

00:34:56 Why Octillion only invests in wellness-first brands

00:40:34 Predictions for e-commerce, AI agents, and TikTok Shop

00:50:11 The power of high-volume content production

In this episode of How They Scaled It, I sit down with Cat Lepetit, the visionary founder of Sun Drunk, a beach lifestyle brand rooted in joy, sustainability, and good vibes. She shares how a day at the sandbar sparked a movement and how she built a community-driven business—one pop-up at a time. 

Along the way, Cat opens up about letting go of corporate playbooks, embracing slow growth, and redefining what success looks like on her own terms. From hand-selecting eco-conscious materials to building a fiercely loyal customer base face-to-face, her story is a lesson in intuitive, purpose-driven entrepreneurship.

00:01 Meet Cat Lepetit and the birth of Sun Drunk

01:21 The spark: a sandbar moment that inspired it all

03:19 The missing market for moms at the beach

05:12 Leaving corporate beauty to start fresh

08:51 Launching Sun Drunk on French Revolution Day

10:22 The reality of brand awareness in a noisy world

11:48 Grassroots pop-ups as brand incubators

14:42 Health-conscious events and finding product-market fit

16:02 Staying sustainable without compromise

19:25 More than towels: building a lifestyle and a vibe

21:02 The challenge of branding something intangible

24:03 Measuring success as a self-funded founder

25:30 Creating superfans through live shopping

27:21 Rejecting hollow innovation for timeless quality

29:43 Going back to tradition over trends

32:26 Dreaming bigger: stores, beach bars, and full experiences

34:37 Advice to her past self: follow the joy, and trust your gut

In this episode of How They Scaled It, I sit down with Chaz Dean, the visionary founder behind WEN Hair & Body Care. From starting out as a photographer to launching a billion-dollar beauty brand, Chaz shares how he pioneered the cleansing conditioner category, defied industry norms, and stayed true to his values—long before clean beauty was trending.

He opens up about scrappy beginnings, getting burned early in business, developing a cult product in secret, and how a moment with Oprah changed everything. Whether you're a founder, beauty lover, or just into big brand stories with heart, this episode is a masterclass in trusting your gut and scaling with authenticity.

00:13 Introduction to How They Scaled It

00:36 From Photographer to Hairstylist

03:37 Early Hustle and Building Confidence

06:47 Why He Ditched Shampoo for Good

10:48 Creating His First Product (and Getting Underpaid)

15:04 Buying His First Salon and Changing the Game

17:55 The No-Lather Revolution Begins

21:58 Educating Clients and Perfecting the Formula

27:17 Naming WEN and Launching the Brand

33:52 Getting on QVC and Reaching the Masses

36:29 Celebrity Fans, Oprah’s Endorsement, and the Tipping Point

41:34 Trust, Confidence, and the Big Break

44:27 Staying Authentic in a Flash-in-the-Pan Industry

50:45 What Makes WEN Endure

52:18 Final Thoughts and Takeaways

Connect with Courtney:

LinkedIn: https://www.linkedin.com/in/courtney-wasserburger-14543519/

Website: https://rightleftagency.com/

Connect with Chaz Dean: 
Website: https://chazdean.com/

Instagram: https://www.instagram.com/chazdean/

In this episode of How They Scaled It, I sit down with Aliett Buttelman and Nina LaBruna, the dynamic co-founders behind Fazit Beauty, the viral skincare and cosmetics brand redefining beauty with innovative patches (including their glitter freckle patches that Taylor Swift herself wore!).

They share how they bootstrapped their brand with just $13K, leveraged TikTok to explode their sales, and navigated the challenges of building a business without investors. If you're a founder, marketer, or just obsessed with beauty and branding, this episode is packed with scrappy marketing tactics, co-founder wisdom, and lessons in scaling without selling out.

00:13 Introduction to How They Scaled It

00:33 Meet the Founders of Fazit Beauty

01:20 The Journey to Launching Fazit

07:33 The Challenges of Being a Young Entrepreneur

15:10 The Power of Social Media Marketing

19:20 Developing Innovative Products

23:58 The Taylor Swift Viral Moment

26:54 The Moment Everything Changed

29:02 The Power of Authenticity

29:41 Strategic Celebrity Endorsements

36:41 Navigating Inventory Challenges

41:14 Lessons from Past Experiences

46:28 Future Plans and Advice

50:55 Conclusion and Final Thoughts

Follow Courtney and Fazit:

Connect with Courtney: 

LinkedIn: https://www.linkedin.com/in/courtney-wasserburger-14543519/

Website: https://rightleftagency.com/about/

Connect with Fazit: 
Website: https://fazitbeauty.com/

In this episode of How They Scaled It, Isit down with Lita Cunningham, founder and CEO of Lalais, a luxury skincare brand redefining solutions for misunderstood skin.

From her corporate HR career to creating an award-winning skincare brand, Lita shares how a personal frustration with available skincare options led her to take a leap into entrepreneurship. In just 13 months, Lalais has landed in Neiman Marcus, made it onto Oprah’s Favorite Things, and won multiple industry awards.

00:00 Introduction and Personal Story

00:22 Welcome to How They Scaled It

00:42 Meet Lita Cunningham

01:06 From Corporate HR to Entrepreneur

04:26 Developing the Perfect Skincare Formula

09:17 Challenges and Triumphs in Product Development

15:22 Retail Success and Oprah's Favorite Things

21:34 Creating a Luxury Customer Experience

26:46 Overcoming Entrepreneurial Challenges

32:38 Future Plans and Advice for Founders

42:27 Conclusion and Final Thoughts

Follow Courtney and Lita:

Connect with Courtney: 

LinkedIn: https://www.linkedin.com/in/courtney-wasserburger-14543519/

Website: https://rightleftagency.com/about/

Connect with Lita: 

LinkedIn: https://www.linkedin.com/in/lita-cunningham-21074813/

Instagram:@glamlitanyc

Follow Lalais:

Website:lalais.com

Instagram: @lalaisskincare