Do You Have What it Takes to Be a Founder?

Entrepreneurial Curiosity, Resilience, Passion, and Purpose Behind Beauty Innovation

Entrepreneurial curiosity, passion, courage to take risks for purpose, and resilience—all among the defining traits of successful founders in beauty and beyond.

As someone who has (worked hard!) and built three successful businesses and will be launching my fourth this spring, I’m often asked what it truly takes to be a entrepreneur. The San Francisco Bay Area is filled with incredibly innovative people and I’ve been fortunate to surround myself with inspirational other founders—friends who’ve built very large brands or niche passion projects—I’ve noticed we all share several personality traits: an insatiable mission drive and we start with answering the “why”. We’re often endlessly curious, relentlessly passionate about our purpose, laser-focused on product and customer, and above all—resilient.

Start with Your “Why”

Ask yourself: Why this product? Why this purpose? Why now?

Your “why” is your foundation—it fuels your brand’s authenticity and your customer connection. Why are you developing this business? Why should your product exist? Why will your beliefs inspire others to believe too?

When I helped pioneer the Organic and Clean Beauty movement, my focus was always on communicating our mission first and product benefits second. That clarity of purpose helped me connect deeply with consumers for nearly two decades. My next venture will carry that same mission-driven passion—elevated with higher skincare technology.

For a timeless reminder on the power of purpose, I recommend Simon Sinek’s TED Talk, “Start with Why.” It’s just as relevant today as when it first went viral.

Vision-Driven Curiosity and Innovation

Innate curiosity—the constant drive to make things better—is what separates founders from corporate comfort zones. In beauty, that might mean obsessing over the science and purity of every ingredient or solving a marketplace problem others overlook.

Curiosity fuels innovation, and innovation keeps your company ahead. The entrepreneurs who keep asking “what if?” are the ones who change their industries.

Vision-Driven Resilience

When a business fails, we often hear comments like: “lack of funding” or “market headwinds.” But often, it’s really a lack of resilience and clarity of vision.

If you are a leader fueling the vision with a great top team that understands and supports your mission—and you are a leader who refuses to give up—you can overcome nearly anything. During my time leading Juice Beauty, I faced countless seemingly insurmountable challenges—from economic downturns to COVID-19 shutting down supply chain and all 1,200 ULTA stores. Yet, by staying vision-focused and brainstorming alongside my incredible team, we found a way through every storm. That resilient mindset kept us ranked among the top 15 prestige skincare brands at ULTA nearly the entire time I ran the company.

Surround Yourself with People Who Believe What You Believe

Hire and collaborate with people who share your purpose. Consultants, employees, and vendors should uplift, inspire, and motivate you. If someone doesn’t align with your vision—help them find a place where they can thrive—you’ll both be happier. It’s never easy to make those moves quickly, but clarity in your team’s alignment will accelerate your success. This is a challenging lesson many of us learn over and over again.

Risking for Purpose

True founders are willing to risk their time, energy, and their own money for something they believe in. Innovation doesn’t live in comfort zones. It’s born from courage—the courage to keep going when you might be a bit ahead of the market or times are difficult or no one else yet sees your vision.

Yes, fear will show up—often at 3 a.m. for me—but try to channel it. Let it fuel your drive, not freeze your progress. When your mission is embedded in every bone of your body, purpose will carry you through the darkest nights.

Plan, But Don’t Over-Plan

Great founders know the delicate balance between strategy and action. Planning is essential—but overplanning can kill momentum.

You’ll never have all the answers. Avoid analysis paralysis and at some point, go for it. Entrepreneurship is about building the boat as you sail—learning, refining, and adjusting course as you go.

Fuel Your Founder Energy

A founder’s mindset thrives on mental and physical strength. Build habits that protect your energy and creativity—whether it’s a morning run, family time, healthful eating, meditation, or time in nature. Decades of competing in (Sprint to Olympic) Triathlons fueled me and always reminded me to concentrate first on the swim, then the bike and finally the run and to not get overwhelmed by thinking about the entire race. A healthy founder builds a healthy business with mental and physical clarity.

Final Thought: Let Doubt Drive You

Every time someone says to me (as I am hearing now when discussing launching my 4^th business), “That’s impossible,” or “The beauty space is too crowded,” or “Those results can’t be achieved,” or “Are you kidding, you can’t start a 4^th business in your 60’s”—let it fuel you!

Prove the naysayers wrong. Let skepticism spark your resilience and ignite your innovation.

Because often the founders who succeed aren’t the ones who never fall down, but the ones who always get back up—over and over again.