In this episode of Becoming Better with StartupExperts — 25 Leaders to Follow in 2025, Jesse Freese sits down with Ashley Hall, Head of People and Culture at Cocokind, a Bay Area skincare brand redefining beauty with authenticity and sustainability.

Ashley shares her nonlinear journey from horticulture and environmental work to startup leadership, and how she’s cultivated a people-first culture that mirrors Cocokind’s mission to be a community-first brand. She reflects on her biggest leadership lessons—like the importance of “not trusting the textbook” and knowing when to evolve programs that have outlived their usefulness.

The conversation also explores how slowing growth can actually unlock creativity, why in-person connection is a cultural investment, and how great leaders empower rather than protect their teams.

It’s an inspiring chat about growth, adaptability, and the human side of leadership.