Behind Her Empire

Keida Dervishi is the co-founder of Soulmate Customs, a personalized gift brand that turns cherished memories into custom embroidered and engraved gifts.Keida launched Soulmate Customs in 2021 after creating a personalized embroidered sweatshirt for her mother’s birthday, inspiring a business focused on meaningful gifts. Before this, she explored various side hustles on Etsy and Depop, but none took off. Everything changed when she shifted her focus to custom embroidery and posted a TikTok video of her first order, which went viral with 3.7 million views and brought in over 1,400 orders in a month. In just 11 months, Soulmate Customs surpassed $1 million in sales. Today, the business is family-run and has reached over 1.3 billion people across Instagram, TikTok, and YouTube.In this week’s episode, we talk to Keida about her unexpected journey from aspiring singer and actress to entrepreneur. She opens up about the struggles of her first Etsy business which took off but then closed down—an experience that taught her that having a great product isn’t enough without strong marketing. But instead of giving up, Keida took those lessons and doubled down on learning, eventually launching Soulmate Customs. She gets real about the hustle—teaching herself embroidery through YouTube, staying scrappy with her resources, and leaning on her family to help grow the business. She also breaks down the power of social media, explaining how consistency in content creation—not perfection—was key to her viral success. We dive into the pressures of scaling, adapting to social media trends, and the mindset shifts needed to push through challenges, and so much more. In this episode, we’ll talk to Keida about:* From singing and acting to entrepreneurship during COVID. [04:16]* Choosing passion over college. [09:56]* Starting her first Etsy shop. [11:52]* Overcoming Etsy shop closure due to copyright issues. [13:53]* Finding her next steps after the setback. [16:13]* Soulmate Customs began as a gift for her mom. [18:36]* The importance of scrappiness in business. [21:27]* Consistency matters more than perfection in content creation. [23:48]* Her mom's influence on doubling down on social media. [24:19]* First order and marketing success. [28:08]* Consistency and authenticity are the key in content creation. [34:24]* Emotional selling connects with customers. [35:17]* Purpose fuels passion and commitment. [46:20]* The biggest challenges for Soulmate Customs. [54:50]* Keida’s struggle with hiring. [55:50]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Keida: * Instagram: https://www.instagram.com/soulmatecustomss* Instagram: https://www.instagram.com/keida02* Website: https://soulmatecustoms.com Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode, we’re re-airing one of our top episodes with Jamie O’Banion, the founder and CEO of BeautyBio, a clean skincare and tool brand that leads with transparency and efficacy.Jamie’s passion for science came at a young age as she watched her father, a cosmetic chemist, in his lab developing products and eventually joined him after college. Ten years later, having witnessed brands using minimal concentrations of active ingredients to cut costs and make false clinical claims, Jamie knew she had to address this issue in the industry. That's when the idea for BeautyBio was born. The aim was to provide clients with what they were paying for and help them understand the ingredients behind the products.She debuted on HSN that same year and sold out on the first day. Five years later, she launched one of the brand's flagship products, GloPRO, an at-home micro-needling device that generated $4 million in sales within its first 24 hours and has since surpassed the $100 million mark. Fast forward to 2023, BeautyBio is available in over 1,700 stores, including Ulta, Sephora, Neiman Marcus, Nordstrom, and more.In this episode, we’ll talk to Jamie about:* The concept of “breadcrumbs” in life and how everything happens for a reason. [03:13]*Growing up with a family of six has influenced the woman Jamie is today. [06:39]*Managing the challenges of motherhood. [15:06]*Jamie’s upbringing and what sparked her interest in science. [22:03]*The importance of team and how they’ve been integral in her journey. [26:42]*Dealing with challenging experiences as an entrepreneur. [29:28]*Co-founding Organicare with her physician father in 2008. [33:09]*Adapting to consumer demand without compromising business ethos. [37:38]*Pivoting from selling ingredients to launching BeautyBio. [43:14]*Future plans for BeautyBio post-acquisition. [49:09]In this week’s episode, Jamie guides us through the various "breadcrumbs" of life and how every individual experience she had before launching her business led her to exactly where she is today. We dive into her upbringing as one of six children, how she stumbled into entrepreneurship, why her initial business idea failed, and how she quickly pivoted to what eventually became BeautyBio. We talk about all the challenging experiences in her over ten year journey running the business, how they ended up selling the business last year, and so much more. 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.comFollow Jamie:* Website: https://beautybio.com* Instagram: https://www.instagram.com/beautybio* Instagram: https://www.instagram.com/jamieobanion Hosted on Acast. See acast.com/privacy for more information.

Say goodbye to painful periods and hello to healthier hormones! I’m so excited to share this week’s episode with you. My dear friend Kat Schneider, founder of Ritual, just launched a brand-new podcast with Dear Media called For The Real Body Builders, and I had the honor of being a guest on their very first episode alongside hormone expert Alisa Vitti. We discuss everything from seed cycling to the stigma surrounding periods, sharing practical tips that could transform your relationship with your body.Don’t miss out on insights that could save you years of pain and discomfort. Trust us, this is a conversation you won’t want to miss.Hit play, get inspired, and be sure to subscribe to For The Real Bodybuilders for more health-forward discussions like this!In this episode you’ll learn: * Life-changing hacks for better periods* What causes period pain* How seed cycling can support you* The truth about alcohol and caffeine* And more…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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Alisa:* Instagram: https://www.instagram.com/alisa.vitti* Website: https://floliving.com/Follow Ritual:* Instagram: https://www.instagram.com/ritual* Youtube: https://www.youtube.com/@ritualvitamins * Episode link: https://podcasts.apple.com/gb/podcast/periods-dont-have-to-suck/id1785058196?i=1000683057228 Hosted on Acast. See acast.com/privacy for more information.

Rosa Li is the founder and CEO of wildwonder, a beverage brand revolutionizing gut health with the world’s first prebiotic and probiotic sparkling drink. Growing up in Beijing, Rosa spent countless hours with her grandmother, learning about the healing power of traditional herbs and remedies. These early lessons in food as medicine planted the seeds for Rosa’s passion for wellness. However, it wasn’t until years later, while building a successful career in finance, that she realized the importance of prioritizing her own well-being. The high-pressure environment took a toll on her health, and she struggled with gut issues and fatigue. Determined to make a change, Rosa returned to her roots and began experimenting with herbal remedies in her kitchen and that’s when the first version wildwonder was born.  In this episode, Rosa shares her inspiring journey—from growing up in Beijing with her grandmother to navigating cultural shocks after moving to Indiana at 12, which shaped her belief in representation in business. She recounts her career transitions, from finance and startups to launching Rosali Tea, which she later pivoted to wildwonder. Rosa opens up about feeling lost in her career, creating her first product in her kitchen, and how COVID forced her to rethink her business after losing all purchase orders—a challenge she calls a blessing in disguise. She gives us a behind-the-scenes look at her Shark Tank experience, why she initially turned them down, and how it impacted her brand’s success, and so much more.In this episode, we’ll talk to Rosa about:* How perfectionism delays product launches. [03:07]* Rosa’s upbringing in Beijing and her grandmother’s influence. [05:24]* How her culture impacted her personal identity. [08:00]* Rosa’s career in finance and business school journey. [12:53]* Career transitions can be challenging but rewarding. [18:15]* Rosa’s struggles after business school and feeling “lost”. [20:26]* Launching Rosali Tea and going full-time. [22:15]* From Rosali Tea to founding wildwonder. [25:42]* Rosa’s first purchase order story and the challenges she faced. [31:43]* Persistence is key in overcoming rejection. [36:15]* How COVID-19 reshaped business strategies. [40:48]* Adapting to market changes is essential for survival. [45:00]* Rosa’s Shark Tank experience. [46:12]* The influence of packaging on consumer preferences. [47:39]* How she sold out on Amazon. [49:45]* Understanding your finances is key to building a sustainable, successful business. [52:52]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Rosa: * Instagram: https://www.instagram.com/drinkwildwonder* Instagram: https://www.instagram.com/rosalisays* Website: https://drinkwildwonder.com Hosted on Acast. See acast.com/privacy for more information.

Laura Modi is the co-founder and CEO of Bobbie, the first woman-owned organic infant formula brand in the U.S.Before starting Bobbie, Laura spent over a decade at Google and Airbnb, earning a reputation for taking risks and thinking big. Growing up in Ireland, entrepreneurship surrounded her, but becoming a mom sparked her passion. Struggling to find a formula she trusted for her daughter, Laura saw a gap in the U.S. market. While pregnant with her second child, she left her tech career to launch Bobbie, the first FDA-approved organic, European-style infant formula in the U.S. Since its January 2021 launch, Bobbie has nourished over 4.5% of U.S. babies and is set to serve even more in the years ahead.In this episode, Laura shares her journey from growing up in an entrepreneurial family in Dublin to working at Google, joining Airbnb in its early days, and eventually moving to the U.S. She discusses lessons learned from working with Airbnb CEO Brian Chesky, finding the courage to bet on herself, and how motherhood inspired her to create Bobbie. Laura also addresses the stigma around formula feeding in the U.S. and the emotional challenges many mothers face when feeding doesn’t go as planned.We discuss the challenges of launching a product in a highly regulated industry, including navigating FDA roadblocks, rebounding after their pilot launch was shut down, and fundraising while visibly pregnant. She shares the value of vulnerability in leadership, the discipline required to succeed as an entrepreneur, and the importance of continuous learning as a CEO. She also discusses the misconceptions about entrepreneurship, the need for innovation in stagnant industries, the power of community and support systems in navigating the ups and downs of business, and so much more.In this episode, we’ll talk to Laura about:* Entrepreneurial upbringing shaped Laura's mindset. [03:29]* Transitioning from Google to Airbnb. [08:20]* Success requires betting on yourself. [11:27]* How motherhood reshaped Laura's career. [18:13]* Feeding challenges can be emotionally taxing for new mothers. [22:52]* Formula feeding stigma in the U.S. [27:24]* Bobbie’s early beginnings. [29:20]* The inspiration behind Bobbie. [31:37]* Launching a pilot program and biggest learnings. [35:00]* Resilience drives success amid challenges. [39:52]* Fundraising while pregnant. [42:40]* Education is vital for marketing Bobbie. [45:54]* The importance of curiosity as a CEO. [47:24]* Designing the world you want. [53:43]* Misconceptions about entrepreneurship. [55:02]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Laura: * Instagram: https://www.instagram.com/lauraclairemodi* Instagram: https://www.instagram.com/bobbie* Website: https://www.hibobbie.com/ Hosted on Acast. See acast.com/privacy for more information.

This week, we sat down with a fellow mom, comedian, influencer, and OG beeya fan turned dear friend, Jyoti Chand, who opens up about how drinking to fit in during her younger years turned into a full-blown habit. After trying Dry January a few years ago, she realized she was more dependent on alcohol than she’d thought and decided to stay sober for good. Now, she fills her time with self-care, building her online community, exploring new hobbies and showing up as the best mom she can be. She shares the highs and lows of her sobriety journey, offering real talk on breaking old habits and finding fulfillment without the booze.In this episode you’ll learn: * Real talk about quitting alcohol for good* How to navigate the social pressures of drinking* The truth about how alcohol is normalized* How to have more energy and focus by abstaining* And more…Jyoti Chand, known as @mamajotes across social platforms, is a dynamic writer, comedian, and passionate advocate for self-care and maternal mental health. With a foundation in stand-up comedy and improv, Jyoti captivates audiences through her highly engaging content across her social and digital platforms, offering an unfiltered look into the realities of motherhood. Her work inspires others to embrace joy and authenticity in their own lives. Represented by Haley Henning at YMU Social, Jyoti holds an MFA in Writing for Children and Young Adults from Hamline University and is currently working on her second book, among other creative projects. 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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Jyoti: * Instagram: https://www.instagram.com/mamajotes* TikTok: https://www.tiktok.com/@mamajotes Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode, we’re doing something a little different! I’ve invited my co-founder at Beeya and sister-in-law, Kaya Purohit, to join me as we dive into our content strategy and discuss how we’ve leveraged the power of social media and email marketing to supercharge our growth at Beeya.Not only will we be talking about our big-picture strategy, but we’re also going to cover:* What most founders get wrong about their content strategy and social media* Why it’s so important to leverage social media, especially if you are self-funded* How to break free from the feeling of perfectionism, which holds so many founders back in their content strategyI also have my incredible husband, Dhru Purohit, back on the podcast, and he’ll be acting as our host.I’d love to hear your thoughts on the episode and get your feedback! DM me on Instagram @yasminknouri or email me at yasmin@behindherempire.com—I’m always looking for ways to add value and help inspire you.In this episode, we’ll talk to about:* Content is a huge pillar of beeya’s strategy. [01:13]* Co-founders as the face of brand. [05:50]* Turning long-form content into bite-sized pieces. [09:36]* Leveraging social media to educate and connect with women. [12:35]* Don’t let perfectionism hold you back. [16:13]* Authenticity is key in content creation. [18:44]* Don't major in the minors. [20:25]* Streamlining back-end operations for content. [22:56]* Trust your passion and brand. [26:30]* Building and maintaining a content calendar. [28:19]* Content is a central theme in team meetings. [30:27]* Reflecting on past content helps improve future strategies. [33:19]* It's essential to pivot and be quick to change. [34:22]* Being a consumer of content is crucial for creators. [36:20]* Founders' energy influences team and community. [39:31]* Experimentation is key to discovering what works. [49:19]* Perfectionism can hinder progress and creativity. [51:10]* Don’t overthink and just start. [54:20]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Kaya: * Instagram: https://www.instagram.com/kayapurohitFollow Beeya:* Instagram: https://www.instagram.com/beeyawellness* Website: https://beeyawellness.com/ Hosted on Acast. See acast.com/privacy for more information.

Hilary Hoffman is the founder of SotoMethod, a fitness program that combines cardio and sculpting movements designed to maximize burn and efficiently deliver a full-body workout. Hilary started out her career in wall street and built a successful career for herself in finance. However, the long hours spent at her desk made her realize that she didn’t feel good her body and the importance of prioritizing her health. This was a huge turning point for Hilary because she realized she needed to fuel and energize her body properly and in a way that fit with her schedule. In 2021, Hilary turned this vision into reality with the launch of SotoMethod. What started out as a grassroots, “word-of-mouth” business with classes hosted in Hilary’s backyard in LA under an Avocado tree, has now catapulted into one of today’s most successful fitness brands. In this week's episode, we talk to Hilary about overcoming fear in entrepreneurship and the practical steps she took to face it early on. She shares insights into her upbringing, her time at Goldman Sachs, and the pivotal move to Los Angeles that shifted her career path. Hilary dives into the creation of the SotoMethod, which began as a personal project and side hustle during COVID, the exact steps she took to get her idea off the ground, quit her job, and eventually run her now full-fledged fitness brand with digital and in-person platforms. She emphasizes the importance of being scrappy in the early days, not overthinking every little detail, and how early feedback was pivotal in refining her method before she went all in. Hilary reflects on the value of embracing fear as a tool for growth and courage, and her guiding principle to "control your controllables," emphasizing how prioritizing health provided stability through the ups and downs of her life—and so much more.In this episode, we’ll talk to Hilary about:* Acknowledge fears to better understand them. [02:47]* Lessons learned from Hilary’s finance career. [03:16]* Feedback vs. advice. [05:42]* Transitioning from stable jobs to entrepreneurship. [12:21]* The value of honest feedback. [19:37]* Starting small and scrappy can lead to big growth. [23:05]* From Zoom classes to recorded sessions. [26:05]* Building the SotoMethod app. [28:50]* Turning a side hustle into a full-time career. [32:04]* Community engagement drives brand loyalty. [34:16]* Reflecting on a year with zero signups. [40:40]* Delivering value is key for subscription services. [45:11]* Controlling your controllables. [47:41]* Taking action over waiting for perfection. [52:52]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri* Website: https://www.behindherempire.comFollow Hilary: * Website: https://www.sotomethod.com* Instagram: https://www.instagram.com/hoffhil* Instagram: https://www.instagram.com/sotomethod Hosted on Acast. See acast.com/privacy for more information.

This week’s guest is Gwyneth Paltrow-approved! Drawing from her own healing journey, Dr. Taz offers a truly integrative perspective to help women heal their hormones and thrive through all stages of life. Her book, The Hormone Shift, is described by Gwyneth Paltrow as a "manual to help us understand how we can best care for, nourish, and show grace to ourselves”. Whether you're dealing with perimenopause, PCOS, hair loss, or just wanting to feel more in sync with your body, this conversation is for you.In this episode you’ll learn: * How to support progesterone naturally* Where to start if you have hair loss* How emotions impact hormones* The best of eastern and western modalities* And more…Dr Taz turned to holistic practices such as nutrition, homeopathy, Eastern medicine (including Chinese Medicine, Acupuncture, and Ayurveda), and Integrative Medicine, which ultimately helped her heal herself. Inspired by these healing modalities, she founded CentreSpring MD in Atlanta in 2009, which grew into a multi-location practice with a global telehealth platform.Dr. Taz has become a leading advocate for holistic health, appearing on major media outlets like The Today Show, Fox 5, The Dr. Oz Show, and CNN. Through her online platforms, including YouTube, Instagram, TikTok, and podcasts, she has built a community of over 1 million people, promoting a comprehensive approach to health that includes physical, mental, emotional, and spiritual well-being.An author and TEDx speaker, Dr. Taz's best-selling books include The 21 Day Belly Fix, SuperWoman RX, and The Hormone Shift, which have been internationally recognized. She is a sought-after speaker on women's health, metabolic health, aging, and longevity.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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Dr. Taz: * Website: https://centrespringmd.com/contact/* Instagram: https://www.instagram.com/drtazmd/ Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode, we’re re-airing one of our top episodes with Lele Sadoughi, the founder of her namesake accessories brand, Lele Sadoughi.Lele had over a decade of experience in the fashion industry before beginning her entrepreneurial journey, allowing her to give us meaningful insight into how she has built her own successful brand. Breaking into the industry with few connections (well before the world of emailing CVs), Lele has had endless opportunities to discover her strengths and weaknesses, and build her skills in operations and sales: the revenue drivers in any business.Lele explains where her confidence comes from, how she has found the inspiration to jump into new opportunities, and the impact of having faith in herself and her abilities. Looking at typical entrepreneurial traits, we see how Lele’s non-perfectionist personality has allowed her to be nothing other than successful.Lele shares personal stories of her marriage, motherhood, and juggling it all while building a brand she was passionate about. You’ll hear about the changes in challenges throughout the last 10 years, the worth-it successes, and the different methods Lele uses to stay organized. Lele describes the sacrifices and triumphs, discusses managing realistic expectations, and tells stories of all her experiences in between!In this episode, we’ll talk to Lele about:* Why there's never a perfect time to pursue your dreams. [02:36]* Starting a business while raising two kids. [04:06]* The early days of Lele’s jewelry brand. [05:06]* Balancing roles as entrepreneur, manager, and designer. [05:56]* Lele’s creative upbringing and love for art. [07:24]* Breaking into fashion after college. [09:55]* Transitioning from fashion to jewelry. [12:41]* Overcoming insecurities early in her career. [14:58]* How to continually and successfully foster your creativity. [17:50]* Lessons from working at J.Crew. [19:45]* Deciding to launch her jewelry brand. [22:06]* Advice for balancing business and personal life. [23:26]* Embracing imperfection in her journey. [25:35]* Headbands and pivotal growth moments. [27:48]* Key factors behind her brand's success [28:58]* How to think about future innovation and growth. [30:46]* Finding inspiration and her creative zone. [31:42]* Thoughts on funding, wholesale, and scaling. [32:36]* Hiring the right team for a new business. [35:23]* Three skills she wishes she'd learned earlier. [37:14]* Top lessons for entrepreneurs. [38:38]* Lele’s closing thoughts and advice. [40:57]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 BEHINDHEREMPIRE10.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Lele: * Instagram: https://www.instagram.com/lele_sadoughi/* Website: https://www.lelesadoughi.com/es/ Hosted on Acast. See acast.com/privacy for more information.