“Don’t Be Scared to Fail—Failure Is a Part of Life" and Other Empowering Quotes From C&C's PROJECT WOMENS' Event
The future of the fashion industry is here.
In paid partnership with PROJECT WOMENS.
Photo: Courtesy of Create & Cultivate
We’ve all felt the transformative power of fashion. Whether it’s wearing a power suit to that important meeting or finding the perfect dress for your best friend’s wedding, what we wear has a huge impact on how we feel.
This has seen a huge demand for clothing and shoes in recent years. In fact, the global apparel market is projected to grow in value from 1.3 trillion U.S. dollars in 2015 to about 1.5 trillion dollars this year. But the question is, how are we evolving the industry to stay ahead of the curve and not just in terms of trends but the business of fashion from the manufacturing to marketing?
We joined forces with the country’s largest fashion trade show, PROJECT WOMENS to ask those questions and more. Held twice a year, MAGIC is filled with rows upon rows of fashionable booths filled with the next season’s must-have clothing and trends before they hit the boutiques. Project Women’s is one of the events held within the show and we were thrilled to partner with them this August to host four eye-opening panels with boundary-pushing founders and leaders in the space.
Read on to learn more from our panelists including how to generate online buzz around your brand, what it takes to be sustainable (and profitable), why the inclusivity movement is more than just good marketing; and how Camila Coehlo turned her Instagram followers into buyers.
Workshop title—The Buzz Kit: How to Generate Online Buzz Around Your Brand
Nairi Najarian, Senior Director, Digital Marketing
“Establishing your brand identity is the first step.”
“A true marketing campaign is more than just an advertisement. A campaign is a series of marketing-related activities that work to support a predetermined goal. And your goals are two things: defining or reinforcing your brand and lead that into conversions.”
“When you’re bringing your campaign to life it’s important to have your target customer at the forefront of things.”
“Don’t try to emulate another brand’s business or campaign or identity.”
“At the end of the day, your brand belongs to the customer.”
“A negative review is also a good review because people are talking to you.”
Carly Johnson, Senior Director, Brand Marketing
“Instagram is very, very saturated so the first thing to identify is where is there a white space. How will you be able to stand out so that people will continue to follow you and engage with you.”
“As a general rule of thumb, we like to do one paid content post for every three or four organic posts in your feed.”
“People really do appreciate transparency, so when you pair up with another brand, explain to them why.”
“To build an organic following you need to clean up your account and get rid of the fluff.”
“Know the trends that are making the rounds on Instagram and make them a part of your strategy.”
“Instagram is constantly changing its algorithm, so you need to understand what kinds of content that the algorithm is looking for. Currently, that algorithm is looking for what’s trendy.”
Sacha Strebe, Editorial Director
“Don’t be intimidated by there being so much saturation in the space because you can find your own point of view and differentiate yourself.”
“You can try to beat the algorithm by engaging—commenting, liking, and sharing. It creates almost a subculture of conversation and community within a post.”
“The first priority of a pitch is to grab their attention.”
“Don’t write clickbait. Keep it simple.”
“Tailor your pitch. Don’t send everyone the same thing. Think about who you’re writing it to.”
“Editors are people too, so tap into that human element.”
“Pitch yourself. Have a bio at the bottom of each pitch and tap into that personal element.”
“Double-check everything. It is super critical to avoid even the smallest spelling errors. This is for an editor; they write for a living.”
Want this presentation in your inbox? Enter your details at the below address to get the free Buzz Kit Download HERE.
Why going green will get you in the black—How sustainability is good for the planet and your bottom line
Karen Housel, Sustainable fashion and lifestyle blogger, Sustainable Daisy
“I had an ‘ah-ha"‘ moment one day when I was looking at my closet and realized that about 80% had been worn by someone before me.”
“It can be difficult to implement all these layers of sustainability. When you’re first getting into the movement it can almost seem very impossible to achieve. It takes time.”
“Just because something is old, or has been worn before, doesn’t mean it’s any less than something brand new.”
“Ask yourself, who made my clothes? That really enforces accountability.”
Deb Shepherd, Founder, Clothed in Abundance
“The more I was getting into debt (and the more ashamed I was getting of my shopping) the more I realized, why am I doing this? What am I trying to prove? I really had to look inward and see what is this façade I am trying to create and why does this matter?”
“I started thinking why don’t I become more intentional about things and how I’m spending my money which got me into thrifting. It got me thinking about the impact when I buy a $20 dress: who’s making that and are they having a livable wage within a safe work environment and ethical conditions?”
“When you’re starting out, the easiest thing you can do is to wear what you already have in your wardrobe, getting things repaired or even exchanging with friends.”
“I try to shop slowly, and think do I really want this piece? Then I will save up for it slowly.”
“I look for brands that align with my values and that I can afford.”
Valeria Hinojosa, Sustainable and Eco-Friendly Influencer
“I wanted to be a better human and be more connected. I literally Googled ‘how to be a better human being.’ I started researching and seeing all these things about sustainability. That’s what allowed me to transform my connection with nature with my lifestyle.”
“Sustainability makes you a better person and a happier person.”
“Here are three tips that actually helped me tremendously: The first one is we’re in a society that is used to consuming and then throwing away, that is what we need to avoid. We produce four pounds of waste on a daily basis and that is not biodegradable, so just having that in mind. Second, whenever something breaks have it fixed. Third, vegan leather is not sustainable, and silk is not cruelty-free. Reading labels is crucial.”
“Before you start your business, sustainability has to be in the core and heart and soul of your company.”
“It doesn't matter how sustainable a product is when it comes in plastic packaging.”
“Of course we all want to make money, but at the same time sustainability, community, respect, compassion need to be deeply rooted in the mission of everything you do.”
“The most important thing is to realize your power as consumers.”
“If brands see that the money is sustainability, they will start going green.”
“If you see that a brand is using too much plastic, send an email. They actually listen and they want to become better. Stop being a robot who buys things wears them and throws them away and start asking questions.” Valeria
Whitney Leigh Morris, Creator, Tiny Canal Cottage
“Reading more and learning more about the climate crisis gave me no other choice but to go down this path. You can’t learn about what’s going on and not give a shit if you’re human.”
“I ask myself a checklist of questions before I buy anything. And it’s amazing, depending on what you have in your checklist, how few items make the cut. If you actually hold to your standards there’s not a lot you can buy. When you ask was it ethically produced, were the materials sustainably sourced, and what is going to happen to it when I’m done with it, the decisions will be made for you.”
Let’s Represent: Why the inclusivity movement is more than just good marketing
Nicolette Mason, Designer, Fashion Writer, and Creative Consultant
“I don’t have a problem with the word plus size, I think it’s necessary as industry language, that means something for sizing. I have a problem when it is used as a qualifier or a way to tokenize people.”
“What we have to shift, is our associations with the term plus-size and take away the stigma.”
“If you want to get around language; if you don’t want to say plus-size or curve or you’re afraid of offending people, employ people like us who truly represent the size range and demographic you’re trying to reach and make it part of the visual language.”
“Make sure that within brands and the people making decisions that there is diversity represented there. It’s not enough to have diversity in marketing; your office and place of work need to be diverse.”
“We have to think really critically around issues of privilege and access and who is given opportunities. When I was in school it was a given that we would all take unpaid internships in fashion, which isn’t realistic for most students trying to support themselves. So getting rid of unpaid internships entirely so people outside economic privilege can get relevant experiences in their field and taking chances on people who might not have relevant experience and trusting their vision and investing in their growth is key. Also looking outside our immediate networks for applicants.”
“Hire from the people who are engaging with your brand already.”
“About 68% of women in America wear a size 14 or larger but 17% of the product offering is available in plus-sizes. That 68% of women are desperate to shop and are looking for brands. But it’s not enough to just offer inclusive sizing and assume they will sell themselves. It is the responsibility of the brand to build trust and resonance and make awareness part of their mission. There must be a follow through with marketing.”
“Nobody wants to feel like the step-sister hidden in the other room—we want to be part of the conversation and front and center.”
“Something I’ve heard for years is that brands have to uphold this idea of what’s aspirational. I think it’s really time that we think about what this means. This idea that there is only one body type or one presentation or one look that people universally aspire to is actually really toxic and is really missing an opportunity.”
Jazzmyne Jay, Plus size content creator and body activist
“Before I do anything, including this panel, I ask right away am I the only plus-size person, am I the only black woman, am I the only anything? I’m not trying to be a token anymore.”
“You can teach people how to do things but you can’t teach people how to be passionate about something or how to stand up for your brand. Tap into those people you know already love you.”
Clementine Desseaux, model, and entrepreneur
“Plus-size models and straight-size models weren’t really modeling together so we decided to call on our friends and put together an all-women team and show the fashion industry that it is possible to put all those women together and still look good. Because people had always told us it didn’t look good and wasn’t ‘Vogue-worthy’. Then it debuted in Vogue and we proved it was ‘Vogue-worthy’.”
“A lot of brands are claiming they are diverse when they really arent, so it’s doing the extra work to see if it’s just their thing now or if it’s always been their thing and they’re really gonna follow through with inclusivity.”
“You don’t have to represent everyone at once. Throughout one campaign you can’t represent everyone but as you change and grow it’s about consistency and making sure as you go you’re pulling from pools of everyone out there.”
Sarah Tripp, Content Creator, and Founder, Sassy Red Lipstick
“Growing up we didn’t see people like us in the media, being dressed for shows or simply shopping in stores, or as a mannequin or online model. That’s why this is so important. We want ourselves and future generations to have the representation and to feel like they’re included and worthy and that they can look fabulous and amazing and dope.”
“We are demanding it now as consumers. You need to make our sizes and you need to include us.”
“Being authentic and real is best the way to create a community on social media. That’s it, that’s the secret.”
“This idea that this plus-size market isn’t shopping, they won’t buy, you won’t sell out, is so wrong. We want to buy from you, let us buy from you.”
“I really appreciate brands that take the time, the money, and the effort to show different models for one product online.”
Under the Influence: Why Camila Coehlo Built Her Community First and Her Business Followed
Camila Coelho, Brazilian-American fashion and beauty entrepreneur and founder of the hit Camila Coelho Collection
“In high school, I felt very different and I didn’t fit in. That affected me back then but also made me stronger.”
“My mom said, “Camilla, you will stand out by being different.” and that stuck with me.”
“I’ve always been super proud of my Brazillian heritage and I always wanted people to accept my culture.”
“The less production you do the better a video performs. People want more real-life and less edited content. All you need is an iPhone and good light.”
“One thing that really helped me, in the beginning, was that I was on every platform, even if I was sharing the same content on all of them. It is very important to be on everything. I just joined TikTok.”
“As long as you’re happy and having fun with social media, do it. If it’s stressing you out don’t.”
“I have never paid for any boosting. I’m really proud to say that I never have. I really believe in good content and it’s better to prioritize content rather than to pay for it.”
“The first and most important part of achieving our goals is to write it down, say it out loud, and look yourself in the mirror and say I am going to achieve this. You have to believe in what you’re saying. Our words have so much power, so much more than we think. You really have to believe in it.”
“As a brand, especially in the beginning, you have to listen to everyone, because you want your brand to be for everyone.”
“We can always grow by listening to our consumers.”
“If you’re doing something that you’re passionate about its going to be worth every second. You are going to be stressed but if you love what you do you will be thankful every day that you are doing it.”
“As a boss, I’ve learned how to express myself more. In the beginning, I had a hard time expressing myself especially things I wasn’t happy with. I think I’m a kind boss but now I know how to express myself without hurting someone’s feelings or being ignorant.”
“Don’t be scared to fail. Failure is part of our life. If you really are passionate, do it. It won’t be easy and you will have struggles but if you believe in something, do it.”
“I would say to myself in the early stages, don’t have FOMO or feel less than anyone else. With social media, you’re constantly seeing everyone doing everything and you’re feeling like you have to do what everyone else is doing. Focus on yourself more than other people. That’s a great way to be more unique and more creative.”
“The biggest sacrifice I’ve made for my career is giving up weekends and nights with my friends.”
“I feel the most fulfilled when I accomplish a goal.”
“My best life hack is to be positive even when everything is going wrong.”
Get Out Your Planners—Here's What to Expect at Our LA 2020 Conference
It’s going to be our biggest and best yet!
We couldn’t be more thrilled to host the first conference of the new decade in our beautiful home town—LA 2020 is going to be major! With all the excitement that Los Angeles has to offer—the sand, the sun, the glamor—it only made sense that we would bring it back to the city of angels.
For those of you who aren’t familiar with our conferences, they are the diamond in our crown—*Read: the biggest and best events Create & Cultivate has to offer—and we promise LA 2020 will be monumental! We always bring our A-game but this time we’re putting some serious A-list talent on the stage—Jessica Simpson, Eva Mendes, Antoni Porowski, and more!—the pop-ups are poppin’, the VIP lounge is packed with activities and surprises, the networking is next level (this is the city of exchanging business cards after all) and the on-site experiences are Instagram heaven. You don’t want to miss this one!
Read on to discover everything we have in store for this jam-packed day and get your tickets ASAP!
THE NITTY GRITTY
Attendee Happy Hour 2/21
Networking is a huge part of our events and the attendee happy hour is a great time to mix and mingle with your fellow Create & Cultivators over a Pomp & Whimsy gin cocktail (made by female founders in L.A.) before the big day. You will need your badge or confirmation email for entry but if you haven’t received it yet, you can pick it up here.
When: February 21
Time: 6:30 - 8:30pm
Location: Second Home
Address: 1370 N St Andrews Pl, Los Angeles, CA 90028
Conference Parking
Our LA 2020 event location doesn’t include on-site parking, however, there are paid lots nearby (see below). We encourage you to take advantage of the city’s incredible public transport or ride-sharing to set yourself up for a day of success.
A few lots nearby include:
1331 E. 6th Street, Los Angeles
Price: $20 max
Distance to venue: 0.6 miles
2001 E. 7th Street, Los Angeles
Price: $9 max
Distance to venue: 0.2 miles
647 Mateo Street
Price: $10 max
Distance to venue: 0.3 miles
LOCATION
Rolling Greens
1005 Mateo Street
Los Angeles, CA, 90021
Registration
If you haven’t received your badge in the mail, please collect it at the attendee happy hour or during check-in on the day of the event, this includes all non-U.S. based attendees too. Please have your government-issued ID with you for access. You will also receive a super cute At-A-Glance notebook, and track 1 or 2 schedule cards with your badge outlining the day ahead. Depending on your lanyard you will be set up for track 1 or track 2—please note you are NOT able to change your track (unless you are a C&C Insider member).
If you’re a VIP, you’ll get some additional swag and opportunities as well, including VIP lounge access and your own beauty bar (see below for more perks)! Concerned you’re going to miss out on one of the panels? Sign up here for an Insider’s membership to get access to all of the panels—yes, both tracks 1 and 2.
Address: Rolling Greens DTLA: 1005 Mateo Street - Los Angeles, CA 90021
Attire
Heads up, Rolling Greens is massive and half of the LA 2020 event is outside (yes, we’re talking all surfaces from concrete to dirt). With so much to see and do, this also means a lot of footwork. So, we suggest wearing your favorite pair of sneakers or comfortable shoes to make sure you feel confident and comfy all day long because this one is jam-packed.
The forecast for Saturday is also looking a little chilly at 62 degrees with a chance of rain, so please come prepared for incumbent weather to ensure your day goes off without a hitch. We recommend bringing a small umbrella or waterproof poncho to keep you dry from any drizzle while you’re waiting in line.
Pump Room
New mom? We have a dedicated pump room located in the greenhouse by the Mastercard Main Stage.
Our events fly by, so we suggest planning ahead. See below for all the amazing activities!
VIP PERKS
We love our VIPs and this time the perks are jam-packed! Take a look below to see what is in store for you:
Access to rest, relax and network at VIP lounge on site
Private bathroom and water fountain (to refill your reusable Pathwater bottle)
Your private beauty bar including:
Glam Squad doing makeup touch-ups all day.
House of Lashes will be applying beautiful lash sets to VIPs all day.
Your exclusive dining experience including:
Breakfast
Donuts provided by Donatsu
Your own Califia coffee station
Smoothies by Bumpin Blends
Yogurt and protein shakes provided by Forager and Bare Naked Granola
Lunch
Cafe Gratitude guacamole and chips, pure kale and sea vegetable salad, whole-macrobiotic bowls, humble Indian curry bowls
Break
Ice Cream Social brought to you by Not Your Mother's Haircare featuring NadaMoo vegan ice cream.
Happy Hour
Shake Shack special Create & Cultivate Custard
Bar
Private bar Ketel One Botanical plus access to Jackson Family Wines and Chandon all-day including.
Your exclusive Programming
Break
4:20-4:50 @ Second Stage
PR 101 session at the second stage with Holly Curtis, Senior Director PR, Blended Strategy Group
First twenty VIPS get a C&C Planner
4:50-5:10 PM @Second Stage
Legal Workshops - Understanding the Capital Raise: Choosing the right investor and the right structure at Second Stage with Emily Yukich, Managing Partner, Fox Rothschild LLP
6:30-7:00 PM @ VIP Lounge
Networking mixer
Swag & Giveaways
Surprise & Delight giveaways throughout the day!
Gift bag with goodies from our partners and friends worth more than $400
C&C INSIDERS’ PERKS
Our Insiders’ members get a ton of on-site perks and Los Angeles is no exception. Not an insider yet? Well, don’t miss out—you can sign up here and pick up your membership kit at the Insiders pop-up in the showroom. As an Insider, you will get access to all of the panels and keynotes, yes that’s Track 1 and Track 2.
C&C Insider Perks:
Skipping the line
Front-of-line access at the Attendee Happy Hour
Front-of-line for registration and first in to snag those IG moments
Front-of-line for the beauty bar in GA and VIP
Front-of-line at our Illusion IG moment
Seating
You’ll have priority seating at the Mastercard main stage and second stage (yup, that means front row, always).
Meet & Greet
MC Main Stage 8:30-9:00 AM
Jessica Simpson book signing
Olly Pop-up booth 12:30-1:00 PM
Antoni Porowski meet & greet
MC Main Stage 4:50-5:10
Insider Meet & Greet with Adrienne Bosh, Heather Dubrow, and Jaclyn Johnson
Swag
Stop by the Insider booth for your brand new keychain
Swing by the #ShopCreateCultivate pop-up for a free gift with special personalization. Insider’s get 10% off all pre-sale items purchased on site. You’ll have to visit the pop-up to find out what our next product line is—shhhh!!!
Skipped a panel to explore the pop-ups and activations? Insiders get access to all the panel footage after the event on your C&C Insiders dashboard.
SCHEDULE
Want the full lineup? Check out the play-by-play schedule to map out your big day. It’s going to be huge so we recommend getting a head start on planning out your day now.
RSVP-ONLY EVENT
Adobe Workshop: Up to Speed: Time-Saving Tricks for Video Editing in Premiere Pro
Where: Mastercard Main Stage
Time: 4:20 PM - 4:50 PM
Even the most established video editors are forever looking for hacks to get to export faster. In this workshop, social media influencer and Adobe brand ambassador, Amber Torrealba, will show easy ways to significantly speed up Premiere Pro workflows without sacrificing any quality—and even adding some!—with professional color, audio, graphics, and social-specific specs in a matter of clicks.
Don’t miss this exclusive Adobe Workshop to get the latest tips, and tricks on Adobe Premiere Rush discover new features and learn how to take your videos to the next level. This is an RSVP-only event so make sure you sign up below to guarantee your seat. It’s time to wow your followers on social media.
Pop-Up Market
Grab your C&C swag at the Insiders’ pop-up. It’s not too late! You can also sign up here if you aren’t a member yet. See all of the benefits of a membership at the top of this post.
Everyone’s favorite carbonated, sugar-free soda will be passed out at the Lacroix pop-up along with colorful, branded swag.
Sample the best-selling gummy vitamins and learn more about their benefits from deeper sleep to vibrant skin. Be sure to snap a pic in their cool “California Dreaming” photo moment and post it to social for an exclusive 1:1 tarot card reading at their pop-up.
Get a professional IG moment at the PicMonkey pop-up and receive the edits in real-time along with a cute PicMonkey template. You won’t be leaving empty-handed either—grab some PicMonkey swag before your next panel!
Volvo
As the official auto partner of LA 2020, Volvo is bringing their A-game. Their stunning floral installation makes the perfect photo moment and while you’re there, write your intention on their 2020 Volvo XE40 car. Yes, you heard right. Grab and pen and write your 2020 vision directly onto their brand new car. Fun, right?
Get your intention latte bracelets with every coffee and snap a photo in front of their living plant wall while you’re at it. They are also serving cold brew coffee in the food hall. Grab-n-go their dairy-free milk with your morning coffee.
Snap a photo in front of the “Lookin’ Like a Snack” mural and satisfy your hunger at their sampling station where they’re serving a delicious range of healthy, GMO, and gluten-free crackers.
Need a Lift? Join NuFACE, the leader in Microcurrent Skincare™ for micro-treatments and special offers at the Mobile Lifting Lounge ™ (it’s inside the cool metallic silver airstream).
Show your true colors and snap a selfie at the Brahmin bright wall of handbags. Experience the quality of these beautiful accessories for the modern woman and purchase your favorite arm candy in their pop-up, too.
Have a sweet tooth but trying to #breakupwithsugar? Stop by Lily’s sweets to try out their new products, chocolate bars, and chocolate-covered caramels that taste delicious without the sugar! All attendees will receive Lily’s chocolate in their gift bag too.
In the mood to do a little shopping? Stop by the Michael Stars’ pop-up to browse the stunning range from their latest collection.
Discover why it’s a strength to “Think Soft” at Nivea’s pop-up where there will be major photo moments (we’re talking a sequin shower), hand massages with their cult-favorite moisturizers, an interactive mural, and loads of product sampling. You don’t want to miss this one!
One of our favorite skincare lines is launching their new vitamin C product at LA 2020 so head on over to their pop-up for free product sampling and see why everyone is raving about Bliss. Snap a photo in front of their orange tree and snack on an orange-flavored custom macaroon while you’re there. Also, anyone who posts a pic on Instagram and follows Bliss on TIKTOK will get a full-sized Bliss product.
Step inside this stunning real-life greenhouse and sample a wide range of the Not Your Mother’s haircare line. Then get social and snap a pic at their stunning floral photo moment.
Don’t miss out on experiencing the brand new microdermabrasion cream at the Dr. Brandt pop-up. And, if you post on social media and tag @drbrandt with the hashtag #sayIloveyou they will make a donation to their Dr. Brandt Foundation dedicated to mental health well-being.
See first-hand why Jessica Simpson has built a billion-dollar-a-year business out of this best-selling line. Experience the collection and buy your favorite pieces, too.
Sample this delicious gluten-free pizza base and chicken tenders all day and taste why Caulipower is on track to generate $100m in revenue this year.
Design a bedtime ritual that works with curated sleep essentials from SLEPT. Get a FREE crystal-infused bath bomb when you share your @thesleptlife selfie from the pop-up.
Want a free pair of shoes? Head to the JustFab pop-up for a major surprise-and-delight moment. Pick a line labeled one to three, check behind the door, and walk away with a new pair of shoes. Easy!
Discover why this Kefir is being called “the champagne of dairy” with their delicious smoothies with toppings being served all day.
ONE
Experience their tropical set up and lounge area while you snack on their delicious protein bars being served all day.
Start a new ritual for your hair—yes, your hair—and experience this innovative range of combs, brushes, towels, and oils. Buy on-site and have your order shipped directly to your house. Be sure to pick up their unique Crown Affair stickers too.
This family-owned vineyard is renowned for its delicious wines from the beautiful Sonoma region. Head to their pop-up trailer for wine sampling all day.
Between never-ending emails and meetings, there’s no such thing as a 9-to-5 gig. iHerb | Love Letter is all about helping you find the balance you need to inspire #badassboss vibes in your life. So head over to their pop-up to sample some of their natural wellness products and self-care essentials.
Hear Eva Mendes talk through her designs on stage as our keynote speaker, then head over to the New York & Company pop-up to see them first hand (and purchase them too). Take a photo on their stunning floral bench while you wait for friends to browse the Eva Mendes collection, too.
Head to the Facebook Messenger Small Biz Studio to chat with their experts on how to use FB messenger for your business.
Loved our office stationery collection? Then swing by the Shop Create & Cultivate pop-up to get a sneak peek at our brand new product collection and shop the pre-sale before anyone else—shhh!
If you missed out on buying the stationery collection online or in-store, then head to the Acco pop-up to see the line. There will be Shop Create & Cultivate collection giveaways too. Simple post a photo in the booth and tag @shopcreatecultivate for a free Clip Folio.
The Little Market is a nonprofit fair trade shop featuring ethically sourced, artisan-made products. Head over to experience this feel-good product line. They’ll be doing Create and Cultivate-inspired candle customizations with the purchase of any candle (only while supplies last) and gifting a mini bouquet to the first 40 Create & Cultivate attendees who make a purchase from The Little Market pop-up. Then be sure to hear Lauren Conrad and her co-founder Hannah Skvarla joined by Jessica Alba as our final keynote speaking about their passion for building a business with purpose.
Honest Beauty will be on-site offering makeup application of their brand new Lit Powder Blush at their pop-up. This gorgeous, pearl-infused powder makes for a blush and highlighter in one to give bold, blendable payoff and a lit-from-within golden glow. Snap an Insta at their pop-up after you get your glow on! End the night with Founder, Jessica Alba, alongside The Little Market's Lauren Conrad and Hannah Skvarla for a roundtable discussion on Passion, Purpose, & Profit.
Did you know you can use Pinterest to help with all your small business needs? Find out how by speaking with the Pinterest team at their pop-up. We guarantee you’ll leave feeling inspired and ready to pin your next business idea.
Computer at 5% battery? Need some sun on a rooftop with DTLA views? Check out The Maxwell (1019 E 4th Place, LA) on Friday, February 21 before the Create & Cultivate conference kicks off! WeWork is offering a complimentary hot desk membership for 1 day at their premier location.
To Redeem:
Visit we.co/maxwellhotdesk and enter promo code WWHD51395*
*Code must be redeemed by February 29 and once you sign up, membership is valid through February 29. Membership will automatically renew on March 1 with a charge of $420/month, unless canceled prior to that date.
FOOD & BEVERAGE
BREAKFAST
This is your time to supercharge before the big day ahead with nutrition-packed smoothies provided by Bumpin Blends and yummy yogurt parfaits from Forager Project. Enjoy hot coffee with dairy-free milk by Califia Farms.
LUNCH
All GA’s will be feasting on Urban Remedy macro bowls and vegan Caesar salads. Yes, please!
BREAK
Ice Cream Social provided by Not Your Mothers
Get your hands on Nadamoo’s delicious non-dairy and organic ice cream thanks to Not Your Mother’s Haircare. To celebrate the Not Your Mother’s new haircare collection, they teamed up with Nadamoo to create delicious ice creams topped with the natural ingredients inspired by the line. Grab a honey-flavored or matcha topped ice-cream with the matching sample of the new haircare product. Cute right? Don’t miss out.
BEVERAGES
Make sure you stay hydrated with Health-ade Kombucha, ROAR, and Pathwater served all day.
Enjoy coffee all day at the Califia bar located in the showroom pop-up area with comfortable lounges and chairs provided by Witty Rentals.
HAPPY HOUR
After a long day of panels, pop-ups, and networking it’s time to refuel. Finish up the day with the famous vegan burgers from Beyond Meat. The sparkling wine and low-cal cocktails will also be flowing at happy hour, provided by our friends at Ketel One Botanical and Chandon.
ALLERGIES?
We try our best to accommodate but we recommend that you BYO lunch at the conference if you have food allergies.
GIFT BAGS
We know you want ‘em! Get your shoulder ready for gift bags filled with goodies from some of your favorite. Please note, gift bags are only available upon exit. Pick them up at registration on the first floor (where you checked in at the beginning of the day) in exchange for your badge. Please keep in mind, if you have to jet off early and want to collect your bag on the way out, you’ll also be forfeiting your right to come back in.
Other Need to Knows
There are no charging stations on-site so please come prepared with a fully charged phone or a mophie with extra juice to be set up for success all day.
Handicapped accessible parking is located at the front in Bay 3.
Need Help?
If you need assistance throughout the day or have accessibility needs, then we’re only too happy to accommodate. Please email carol@createculitvate.com with any special needs that you have on-site ahead of time so we can assist with any additional needs before the event. On the day, lookout for the friendly faces wearing light purple jogger sets with our LA 2020 logo on them around the event and they’ll be happy to help!
Get prepped ahead of next weekend’s conference and stay tuned for updates by following along on our social at @createcultivate and use the hashtag #createcultivatela to keep in touch!
WE ARE SO EXCITED TO SEE YOU IN LA! Who are you most excited to see? Share in the comments below!
Create & Cultivate 100: Health & Wellness: Kirsty Godso
“If you want people to believe in you, you have to believe in yourself.”
She’s famous for her hot sauce burpees and avocado obsession, but Kirsty Godso is so much more than fitness’ latest It girl. The New Zealand native has motivated thousands to incorporate movement into their lives as a Nike Master Trainer but her journey there is just as inspirational. She was teaching HIIT classes at her local gym when Nike recruited her on the spot and started recording her for their app and incorporating her into their workout schedule around the world.
And if you’re one of the 178,000 people who follow her on Instagram, then you’ll know this is a girl who never hits snooze. In fact, she starts the day with a cold shower. Disciplined is an understatement. Read on to learn more about this fitness icon, how she’s cultivated a global community, and how she always comes back to her “why” when she comes up against life’s hurdles.
CREATE & CULTIVATE: You grew up in New Zealand and always dreamed of working for Nike. How did you become a Master Trainer with them in NYC? What drew you to this career path?
KIRSTY GODSO: Nike actually found me in NZ when I was teaching HIIT classes at my local gym. It was such a shock because at the time Instagram wasn't really a thing and I'd also never heard of Nike trainers. I started out looking after NZ and Australia for them then became a Master Trainer in 2014 and started to travel to the U.S. more for my role. By 2015 I was traveling basically non stop on the Nike Training Club Tour and filming for the Training app as well as being in most of their training shoots. In 2016 I made the move to the U.S. and have been based in New York for Nike and love it!
After graduating with a double business degree I was drawn to fitness because I personally loved it so much and relied on it in many ways to feel good. Fitness always gets spoken of aesthetically but it’s really the way it makes you feel that is so powerful. I wanted to be part of a movement that could change the way that people viewed and experienced training. In the early stages of my teaching career, I was working full time as a brand manager for a fitness company which was such a nice synergy to work on both sides of it. It got to a point where I was traveling so much I had to focus on training full time and everything that came with that. It's been the most wonderful journey and nothing makes me happier than seeing people showing up for themselves in the gym, in outdoor workouts, at any moment really but just with an appreciation for their body.
Through your work with Nike, you've built an impressive community that aligns with your fitness values. How do you cultivate that loyal following on social media? Why do you think people gravitate to your method and style?
I'm very true to what I believe in and I like to share that information or any findings with my followers. Ultimately I want everyone to feel better so I do my best to always offer a mix of education, motivation and obviously sneakers, haha. I'm grateful that people who follow me understand and appreciate my strange sense of humor, love of avocados, and cats. I always say that life is a team sport and I'm just so thankful we can all be in it together.
The health/wellness/fitness industry is incredibly saturated. What advice do you have for people who want to build a personal brand like you? How do you stand out in a sea of competition?
Be yourself! Don't try and be a version of someone else (even if it's someone that inspires you). You have to find your own angle. If you're always confidently coming from a place that is so true to you, your passion and authenticity will keep you going through any fatigue, challenges, and setbacks. Have a strong internal GPS so you don't get lost or overwhelmed because like anything there will always be temporary temptations that try and distract you from your vision. If you want people to believe in you, you must believe in yourself—I think that's the best starting point.
“If you want people to believe in you, you must believe in yourself.”
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I always come back to my “why.” This usually helps clear things up pretty quickly because often the problem contains the solution we just have to slow down and assess the situation without emotion involved.
Your Instagram makes your job look really glamorous but the reality is very different. What do you wish more people knew about your job? What are the biggest misconceptions?
It really does! Honestly, I'm so grateful for all the jobs and travel I get to do but it is exhausting and takes a big toll on the body. Flying and just airports, in general, are awful and happen way too frequently in my schedule so I do my best to stay healthy throughout it all. It can be lonely traveling by yourself all the time so I am good at staying connected with my friends and family through FaceTime and social media—even a quick convo with a loved one always helps.
I workout way less than people expect, haha. My workout is the last priority most of the time because there are so many other people to train, jobs to be at, etc. so that's something I've been changing recently because it was making me really sad and I was losing the connection with my “why.” Training is my happiest time of day and I always want to be my best self for others so it's actually a necessity that I prioritize my wellbeing also (please remind me of this in 2020 if you catch me slipping, haha).
It's important to talk about life beyond the filter, the good with the bad. What's a mistake you made in your career and what did you learn from it? How did you turn it into an opportunity?
I spent a lot of time looking backward at a work situation that hurt me and feeling so upset about it even though it was such a necessary event to push me forward to where I am. Once I conquered why it affected me, I started to control the emotion around it and saw everything as a blessing and rather a guide in the right direction not a turn for the worse.
What’s a piece of advice you’d give to women starting out in your field? Why?
Always keep learning—you can never know enough! The body is so fascinating and that's something to always be humbled by. Be part of something bigger than yourself—a community is so important in this industry.
“Often the problem contains the solution, we just have to slow down and assess the situation without emotion involved.”
On top of your work as a Nike Master Trainer, you also launched your own whey protein Made Of. What has your experience as an entrepreneur taught you? Was it harder/easier?
Having my own business has been my greatest joy (and challenge) over the last 18 months. I am so proud and excited by Made Of that honestly any of the business challenges that come along are greeted with different energy because it's my own business—you have to figure it out! The product stems from a need to encourage people to care more about what they put in their body so it's been so beautiful to watch it grow and see people evolve with their relationship with food and mindfulness about how they fuel themselves. We are a small business but we care a lot and I think that's what has helped us carve our way in a big market.
You're always sharing inspiring books on Instagram—What is the #1 book you always recommend
Relentless: From Good to Great to Unstoppable by Tim Grover.
VIEW THE FULL CREATE & CULTIVATE 100 HEALTH & WELLNESS LIST HERE.
Create & Cultivate 100: Content Creator: Lindsay Peoples Wagner
"Do what others won’t dare to do!”
At just 29 years old, Lindsay Peoples Wagner has made waves as an unapologetic force in fashion, leaving the industry positively shaking in its designer boots. The Midwest girl from Wisconsin doesn’t mince words when talking about the challenges she’s faced in an industry that has been slow to put diversity and representation at the top of their style agenda. In addition to serving up serious style as fashion editor at New York Magazine's The Cut, Wagner wrote trailblazing articles about what it's like to be black in fashion and the lack of race and size diversity in street style photography telling Fashionista that she wanted her role to explore conversations about fashion, culture, and race.
And now that she has a platform as the editor in chief of Teen Vogue (she started her career there as an intern in the fashion closets), Wagner is making sure her readers feel seen and heard, both visually and editorially, in the pages of the magazine. And the industry is taking notice. This year she was listed on both Business of Fashion BOF 500 and Forbes 30 Under 30 as one of the youngest and only prominent black editors in the industry who has maintained a strong focus on issues of race, politics, and inclusive representation throughout her career in fashion media. She truly is a force of fashion—the voice of our generation—and she’s just getting started.
CREATE & CULTIVATE: You've worked your way up from closet intern to editor in chief of Teen Vogue—congratulations!—but most people don't know just how much hard work it took to get there. What can you share about your journey to this point? How hard is it to break into the world of fashion and magazines?
LINDSAY PEOPLES WAGNER: I’m very open about the fact that this has been a climb and that it still is every single day! I'm from Wisconsin, in the Midwest, where fashion isn’t really taken seriously, and I had no family connections in the industry or a trust fund to support me, so my experience has been very different than a lot of people in fashion. I've worked hard every day to prove that just because I don’t come from this world doesn’t mean I don’t belong and have something special to offer.
You were just announced as a BOF 500 honoree for your work in shaping the fashion industry today. As one of the youngest and only prominent black editors in the industry, how are you paving the way for other women of color? How do you break through the noise and maintain a strong voice and focus? How has this resonated with your readers and Teen Vogue community?
Everything I do is always through the lens of inclusivity, so whether we’re covering fashion, politics, or anything in between, I want our readers to truly feel seen and heard with the work that we're doing. I try to make sure that we are covering not only what’s culturally relevant, but also topics that others may be too scared to talk about. Being able to toe that line has resonated with our readers and even people who don’t regularly read Teen Vogue because we’re willing to have the necessary conversations.
What do you wish you had known when you were first starting out in the world of fashion? What have been some of the biggest lessons you've learned along the way?
You always hear that, as a black woman, you have to work three times as hard. Sometimes working hard is enough, and sometimes it’s not. That was so hard for me starting out. I come from a very humble and honest upbringing, and it was shocking to me when I moved to New York and started working in fashion because I didn’t realize how many things were based on nepotism, and financial status. I had to learn that I would, in time, make my own connections and build relationships with people, but it took a long time to get to a place where I was confident enough in myself to speak up.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
It’s corny, but whenever I feel like I’m in a rut, I always make a vision board. I write out all the crazy things I’m thinking about doing, write out inspirational quotes and bible verses, and just look at it on my wall every single day and meditate on it.
“Do what others won’t dare to do! We don’t need any more people in fashion who just have good taste and come from money. I’m eager for this industry to embrace people who have innovative ideas and the hunger to hustle.”
You have been the editor in chief of Teen Vogue for about a year now and have been responsible for creating truly groundbreaking content that is pushing our culture forward by bringing issues of race, politics and inclusive representation to the fore. What impact do you think this has had already on inciting change? Where do you hope to take it next? What are some of the stories you are most proud of so far?
I think that when people see how unapologetic I am personally, and how unapologetic we are at Teen Vogue, it incites change and makes other people want to speak up. I hope that we continue to foster a community of changemakers because that’s what this is all about. Nothing makes me more proud than when I get messages from young people saying they’ve read something on Teen Vogue that helped them. That’s truly the best feeling.
For you, the role of fashion editor has never just been about going to shows and writing market stories, can you tell us why? How do you see your role in the industry? How has that changed over the many roles from intern to EIC?
Because I didn't grow up with connections to this industry, I always felt as if I had to find my own lane and a way to make it work for me. It’s never been about the clothes, or celebrities, or clout. My mother once told me that in order to sustain myself in this industry I would need to be what I needed when I was younger, and that’s what I try to hold on to.
From the outside looking in, the leap from market editor to editor in chief seems like a fairly large one. How did you prepare for this role? How did your previous experience in the industry shape you for this opportunity? What do you think you've brought to the role that no-one else could? Why?
I was doing a lot more than traditional market work when I was at The Cut. I used that role to write about a lot of things that I cared about deeply, and in that time I was able to also produce a lot of shoots and create content that had an effect on the industry. Other market editors might not write articles like Street Style Is Killing Itself Focusing on Thin White Women because they’re hoping to become street style stars themselves, but that’s what I think was always different about me. I always needed the role, my work, to be more than surface level.
You have a very busy schedule with shows, appointments, and meetings. What does time management look like for you? How do you fit it all in? Can you share any work hacks?
Time management is so important! I've had to learn the hard way that I need to take time for myself. I recently stopped scheduling breakfast meetings, and use that time first thing in the day to meditate, workout, and go through my email. I also don’t make any plans for the weekends. I try to see my friends and people I need to see during the week when I’m already out, so that on the weekends if I feel like leaving the house I can but if not, I don’t feel bad.
You have built a personal brand on social media alongside your successful career as a fashion editor. How do you use social media as a platform for self-expression and to highlight the work you're doing at Teen Vogue and outside of that?
Social media is tough. I try not to take myself too seriously or take my presence on social media too seriously. I don’t curate my Instagram, I don’t plan it out. It’s really just what I feel like sharing in the moment, and it’s usually pieces I’m really proud of or my thoughts on culture.
“You always hear that, as a black woman, you have to work three times as hard. Sometimes working hard is enough, and sometimes it’s not. That was so hard for me starting out.”
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
What keeps me going is knowing that my place in this industry is bigger than me. There are so many young black women and femmes who look up to me, and for them, I have to keep going.
What about your job do you wish more people knew? What are some of the biggest misconceptions?
How mentally taxing it is! I have to make so many tough decisions in this role, it can be hard to juggle it all at only 29 years old.
What advice do you have for other aspiring fashion editors who dream of your career success?
Do what others won’t dare to do! We don’t need any more people in fashion who just have good taste and come from money. I’m eager for this industry to embrace people who have innovative ideas and the hunger to hustle.
What is the #1 book you always recommend? Why?
I Know Why The Caged Bird Sings by Maya Angelou is a book that changed my life and can be read over and over again.
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.
Create & Cultivate 100: Beauty: Miranda Kerr
The original clean crusader on building an empire with integrity.
Miranda Kerr is a face and a name we’re all familiar with. She has fronted campaigns for major luxury brands and walked their designer runways at every fashion week around the world, but now the supermodel has turned her personal brand (and her passion for wellness) into a booming international business, KORA Organics.
But here’s where it gets interesting. Kerr launched the brand back in 2009 way before clean beauty was even a buzz word. Now, the natural beauty market is worth over $13.2 billion of the $532 billion beauty industry and growing rapidly. But for Kerr, it’s not just about being clean and certified organic, it’s also about creating efficacious products that deliver results. And she has the case studies and consumer reviews to prove it.
We tap the clean crusader to reveal her secrets to success, how she made the career pivot to build a global beauty empire, and why clean living has always been a passion close to her heart.
CREATE & CULTIVATE: You've taken the time to slowly build Kora Organics and made sure that every product you launch lives up to your high standards. Why did you choose this approach rather than following trends or doing larger product launches?
MIRANDA KERR: “For me, it’s all about the results and performance—I don’t want a cabinet full of products that don’t produce results. I’m a busy mum, so I need a handful of trusted products that work. In developing KORA Organics, I started with the essentials first and then have added products over time. Each product is very considered. I love learning about new innovative powerful ingredients and formulations that push the boundaries in certified organic skincare, and we work with the best organic chemists in the world.
“We take our time and just work to the beat of our own drum. We conduct all our stability testing and consumer studies and the results speak for themselves—the products really work. I enjoy every aspect of research and development and test all the products on myself. It’s incredible to know you can achieve such powerful results in a healthy way.”
You chose to self-fund Kora Organics. Why was this the right choice for you? What advice would you give to others thinking of doing the same?
“I raised a small amount of money when I first launched KORA to get started. I currently own 95% and still have the original 5% investor. I am fortunate enough that I’ve saved my money over the last 20 years and I’ve been able to invest it into something I’m super passionate about. It was a conscious decision for me because I wanted to be in control of my business. From the beginning, I have had such a clear vision of what I wanted the products to be and I didn’t want someone coming in to alter that or water the products down to try and make a quick dollar. I wanted the products to be efficacious and results-driven, and I knew the way I wanted to present the brand through packaging and marketing. I didn't want it to be diluted in any way with anyone else's ideas.
“To this day I haven’t taken a dollar out of the company, it all gets reinvested back into the business. In saying that there may come a time I will consider working with another investor to further expand the growth of the company. It’s good to have an open mind about these things it’s just I haven’t needed it yet.”
What changes do you hope to see in the beauty industry in the future?
“I would love to see greater education and regulation in the beauty industry to call out the carcinogenic and toxic chemicals contained in products. The message is getting out there which is a positive step, but more can be done. We know that what we put on our skin is absorbed into our bloodstream, so consumers have a right to know what they are putting on their skin, and also the skin of their children and families.
“Clean beauty is a wonderful step in the right direction but certified organic is so much more than clean beauty—there are more antioxidants in the organic ingredients used because the produce is grown on soil that is nutrient-rich which is also why people buy organic food. It’s a no brainer that you are going to have more effective results because you are using a product that isn’t just clean but also contains powerful certified organic ingredients.”
“I feel it’s important to really trust your instincts, empower your team and don’t be afraid to ask questions.”
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
“Starting any new business is full of learning curves and I am still learning every day—I see every experience as an opportunity to grow and learn. I feel it’s important to really trust your instincts, empower your team and don’t be afraid to ask questions.
1. Really trust your gut.
”It’s good to listen to that and take it into consideration, but if you still feel that gut feeling about something then go for it. There have been a couple of times where different people we work with told me not to do something because they wouldn’t carry that product. I thought okay, I’m going to do it anyway, then it sells like crazy on our website and they end up taking it later.
2. Being able to empower your team and understand the value of your team as a leader.
”You are only as good as your team so my job is to really nurture and develop that culture and bring out the best in each team member. That includes direct feedback, constructive feedback and challenging them to strive beyond what their goals may be so they don’t plateau in their career or development. It’s also important to let them know that they are appreciated and heard no matter what their position is—everyone is valuable and needed. At the end of the day, teamwork makes the dream work! I couldn’t do it on my own.
3. Don’t be afraid to ask for advice or to ask if you don’t understand something.
”When I am going through the P&L with our CFO that is not my forte but I ask him what do you mean by that? or maybe this is a silly question but can you explain this to me? and I have learned so much. Instead of just pretending to understand I ask him to show me the formula and teach me along the way. I was once afraid to ask for help because I didn’t want to put anyone out, but I’ve realized people love helping when they can.”
How do you define beauty? What makes you feel beautiful?
“I feel beauty comes from within. When you have a kind heart it shows, and people can feel it. That’s what I feel makes someone beautiful—being kind, thoughtful and sincere. For me to feel my most beautiful, it’s about keeping my mind, body, and skin in balance because I believe the health of all three are connected. I try to meditate each morning, choose positive thoughts throughout the day and spend time quality time with loved ones. I exercise daily and eat healthy, organic foods (the majority of the time) to feed my body with the nutrients it needs to function and feel its best. I choose to use products that are healthy for me both inside and out. When I feel my best in the inside it shows on the outside for sure and that’s when I feel the most beautiful.
With Kora Organics you promote "total wellness" that goes beyond your products. Where did this message come from? How has it shaped the direction of your business?
“Our philosophy at KORA is to; Feed your MIND with positive affirmations and self-love; Feed your BODY with the nutrients it needs to function at its best; and Feed your SKIN with products to help detoxify, nourish and revitalize. Our products are not only healthy to use and of the highest quality, integrity, and efficacy, they also aim to inspire and uplift customers. KORA Organics encourages you to take a moment out of your busy day to take care of yourself physically, mentally and emotionally.
“I added the unique vibrations of Rose Quartz to all of the products because I believe in the healing and protective powers of crystals. Rose quartz is a pink-colored crystal gemstone that is believed to carry a very gentle, soothing energy to encourage love and acceptance of ourselves and others. It is also said to have high vibrations that can help heal and protect the heart. During the manufacturing process of our skincare products, the entire formula is touched upon by Rose Quartz crystals, so the vibration of love flows through the crystals, into the products, and onto our customers.
“Another unique aspect of KORA is the use of positive words on the back of each of our products. Positive thoughts create positive energy vibrations within the body, so we have adopted the principles of Dr. Masaru Emoto’s work by applying positive words on the back of each of our products. Our intent in doing this is that the vibrational energy of the word has a positive effect on the user and can inspire positivity.”
You've said that you test every Kora product yourself and it is clear that you are very hands-on in your business. Why is this approach important to you? What advice do you have for balancing a hands-on approach and delegating?
“If I didn’t want to use and trust the product myself, I wouldn’t want to sell it to any consumers. As you say I am very hands-on in my business and I truly believe in my products, that’s why it is important for me to test the products on myself and understand what is in them—I know they are the very best they can be. I think it’s important to understand all aspects of the business and work to your strongest skillset and delegate to team members who are stronger in different areas.”
“Starting any new business is full of learning curves and I am still learning every day—I see every experience as an opportunity to grow and learn.”
Where do you find the most inspiration? What drives your passion?
“I’m inspired every day, everything from nature, art, and music. My husband, family, and friends also inspire me, as does traveling and experiencing different cultures. From a business perspective, my inspiration and passion come from developing products I want to use for myself. I am also constantly inspired by our customers and the testimonials we receive telling us about the positive results they are getting from using our products and how they not only enhance the health or their skin but also their confidence.”
What is next for Kora Organics? What new innovations are coming our way?
“This year has been one of our most exciting years to date in terms of product launches. We launched several new products, including our much loved Noni Glow Sleeping Mask, two new lip products, the Noni Lip Tint and Noni Lip Treatment, our Sun-Kissed Glow Body Oil, plus the recently launched Noni Bright Vitamin C Serum. I’ve been working on new formulations for some exciting new products for next year and I can’t wait to launch them. I hope that KORA continues to pave the way for organic beauty and aids in further educating consumers about the importance of knowing what they are putting on their skin.”
How do you set yourself apart from other major players in the industry?
“To be honest, I didn’t even realize the extent that I walk to the rhythm of my own drum and do my own thing, but the more people I speak to, the more I’ve realized that I really do, do my own thing. Being certified organic is a big deal for my team and me because it requires a lot of work and a lot of auditing, but it ensures our brand has transparency. Customers also have that insurance and confidence they are getting what they are paying for. I think that consumers having this knowledge and KORA Organics being so transparent it sets us apart from most other brands on the market. We’re currently the only certified organic brand that Sephora carries. So to me, there really is no competition.”
Photographer: Nino Munoz for KORA Organics
Create & Cultivate 100: Beauty: Katie Jane Hughes
The Instagram sensation on breaking out on social media and having Rosie Huntington-Whiteley slide into her DM’s.
Katie Jane Hughes, aka the Porefectionist, is ditching the filter and changing the game with her #normalizeskintexture hashtag (it now has over 2000 posts). The celebrity makeup artist is redefining “Instagram skin” by swapping out the photoshopped imagery of beauty’s past to welcome in a new era of natural, unedited realness, and we’re here for it along with almost 400,000 others.
This refreshing take on makeup has inspired an entirely new generation of artists and enthusiasts who are flaunting their flaws instead of covering them and brands are taking notice. Inspired by her movement, Glossier reached out to Hughes to work as a creative consultant on their Play makeup collection, and the collaboration has continued ever since.
In this chat, Hughes shares how her mom inspired her makeup career, her no-filter approach to beauty, and how Rosie Hungtington-Whiteley slid into her DMs.
CREATE & CULTIVATE: How did you get your start in the makeup world? Where did it all begin? Why did you gravitate towards makeup as a career?
KATIE JANE HUGHES: I was a nerdy kid. I wasn’t popular and I was bullied, so makeup was my medium. I would turn myself into a glam version of myself so that I wouldn’t get bullied. I was naturally quite good at it. My mom was a singer and would always put on her black mascara and bronzer and a bright red lip when she went out for a gig, so I was definitely influenced by her and her beauty routine. That is where it started. It all stemmed from my mom. My mom had four kids by day and was a superstar glamazon woman at night.
I don’t have any formal training but I’m not self-taught—I believe we all learn from one another. With the amount of information on the internet to say self-taught is funny. We all learn from one another. I learned from being on set with makeup artists. Whenever I am on set with Rosie (Huntington Whitely) I will learn from her.
I would say Instagram was a propelling factor in the world I am in. When I first started I assisted. Instagram wasn’t a thing. YouTube was becoming apparent. I started to post a little about what I do every day and people were picking up what I was putting down. They would say ‘I love that I can see your pores’ and ‘this is what skin is supposed to look like’ or ‘this is so refreshing’ so I gravitated towards that.
This is what I know and love. I don’t know how to do full coverage and make it look good. I don’t ever really want to, it’s not my preference. That is what propelled me—realism and that freshness and giving people the tap on the shoulder to say it’s okay if your mascara falls. There is a lot of perfectionism—flawless this flawless that—we don’t need any more of this energy—be more accepting of the fact that we have pores and we do age.
You work with so many amazing celebrities and models now—How did you get your work in front of names like Rosie Huntington Whitely? What advice do you have for other artists reading this?
I never had an agent until recently. I have a friend who is managing me now. I am a special case makeup artist hybrid creator, there aren’t many in that category yet. My celebrity work came off the back of social media. Rosie (Huntington Whitely) DM’d me one day and said: ‘I love your makeup when I’m in New York maybe we can work together?’ Instagram really opened up a lot of doors for me. Even though I have frustrations with it from time to time I don’t think many people’s careers would be where they are without Instagram.
“There is a lot of perfectionism—flawless this flawless that—we don’t need any more of this energy—be more accepting of the fact that we have pores and we do age.”
You've now built an incredibly successful personal brand—What advice do you have for people reading this who want to build a presence on social media and career from their passion? What are some unique social/marketing tools you've used to grow your brand organically?
Figure out what it is that people like you for and build a story around that—build content plans around that loosely. I don’t plan my content at all, I build a flow and a cadence. Have a few things to live by like a mantra and use those in your work—then it will become apparent through your work on Instagram that it’s yours.
Being an entrepreneur is never a smooth path—What are some of the biggest lessons you've learned through the process? What have been the biggest challenges? Why?
Because of the space that I sit in, I almost live two lives as a makeup artist and on Instagram. It trips me up because my community wants to see makeup looks on my face because I’m not a supermodel—I’m not one of these insanely alien-like beauties. I have real problems with my face—I have a hooded eye, a soft jawline—they like it on me because it is relatable to them.
However, when a photographer looks at my Instagram for a big campaign or editorial there’s a high chance I won’t get that job based on my Instagram. I haven’t been a photographer request, I’m a talent request. I love what I do on social so much so it doesn’t matter to me and I feel like I want to be on the celebrity side more than the photographer side—I want to shoot with celebrities. That said, of course, I want to do more editorial, so that is where it gets tricky for me.
My advice for people in a similar situation is to mix it up, authentically and organically in the feed with things you are working on—on you, on a subject, for a photoshoot. I want my content to perform, to be seen, I want people to be inspired by it—it’s not about the follower count. That’s why I care more about what goes on my feed and I’m selective about what work I put on my feed. As soon as it looks like it is shot in a studio it performs 50% less (on Instagram). They want to see what is shot with an iPhone and what’s real.
I take everything as it comes and I mold into the situation as best as I can but at the end of the day, I am socially forward. That is my strong suit. I educate on the fly. I’m good at that and I’m not going to forfeit that with my audience for the sake of a job here and there.
You have spoken about wanting to set realistic standards for beauty with your content. How receptive do you feel that audiences have been to this "real-life" take on makeup and beauty? Why was this important to you? Do you think the industry is moving towards this?
Instagram is embracing less of a Paris filter daily—that is so empowering to me. Nobody’s skin has poreless texture, everybody has pores so why are we trying to look like we don’t? If one of my shoots is over-edited, that isn’t going anywhere near my book. The first thing that made me go more in that direction was how much people craved it and the representation. Glossier was the first with that kind of branding and we work so well together. Their community and my community are the same people pretty much.
I get so many DMs (every other day multiple times a day sometimes) with “how do I get rid of pores” or “what is the best primer to fill in the pores” and I would literally say “go and look in the mirror for a while, stare at them and accept them.” I’m always hitting people with the home truths. It irks me to see things over touched or over-edited. I understand it but to compromise any texture feels like a lie, it feels like it should say something at the bottom like “this has been retouched” just like an ad. The more we can show the real beauty, the better.
You work as a product advisor now to Glossier—What does your role look like/what does it entail? How did this opportunity come about? What advice do you have for other artists who want to partner with brands
They found me on Instagram, about two and a half years ago. I had a meeting with Annie Kreighbaum (she was creative on set at the time and always involved in product development) about this new brand coming called Play. A bunch of their inspiration was my eyes, and I thought this is so cool. Emily (Weiss) literally said ‘your work is so inspiring, it’s so cool we want you to be involved in this project.’ So, I worked closely with the team from the pencils to the reformulation of Gen G, the eyeliner, the brow pen.
I’m not obliged to do content but I do because I use their stuff every day and I would absolutely go buy Stretch Concealer and Future Dew. I didn’t want to pigeon hole myself to only work with them, so a creative consultant would be the best way to put a name to it. In a similar way, I work with Elemis and now because of the nature of my world on Instagram, every single job except with Glossier has social components to it. That’s the beauty of my day-to-day, it’s different and so fun.
You've achieved so much success, but if you could go back, what do you wish your younger self knew when you were first starting out in the beauty industry? Why?
To enjoy it all a bit more and not cry. I’m a perfectionist and a neat freak. I like everything to have an order, but I realize I need to enjoy the process a bit more—everything is going to figure itself out. There isn’t much you can do in the moment, so just go with it. Kate Bosworth posted on her Instagram about the 5x5 rule—If it ain’t going to matter in five years, it shouldn’t last more than five minutes in your head. It’s so relevant. Whenever something happens socially that is uncomfortable, I panic because my world is in social media but is this going to be news in five years’ time? Probably not, so forget about it.
“Instagram really opened up a lot of doors for me. Even though I have frustrations with it from time to time I don’t think many people’s careers would be where they are without Instagram.”
The beauty industry is an incredibly saturated one from YouTube tutorials to Instagram IGTV—How do you set yourself apart from other major players in the industry? And how do you maintain confidence in your craft in such a competitive industry?
Being in the position that I’m at, within the league that I’m in, there is always competition. What I’ve learned is that there will always be competition, no matter what level or what league, and there will always be jobs you won’t get. What is meant for you you will have. That is how it works. The point is to remember, there is only one you. If you really think about that, it’s mad. There is only one person that looks exactly like you—it’s important to remember that.
You have to be patient and open, say yes to as many opportunities as you can, work hard and be nice to people, and you will go far. Be mindful of what your output is on the planet. I think we all just have to stop thinking about what anyone else is doing and create. Do stuff that takes your mind off the competition, that makes your creative thirst quenched, and let that show.
Being online means you can build a big following but it also means you're open to criticism—How do you deal with negativity? What is your process? What advice do you have for other artists in the space who care about what others think of their work? How do you not take it personally?
It’s hard not to take things personally and to not be affected by it. I had someone DM me about my chipped tooth. I feel comfortable with my chipped tooth, it adds character but this woman was not letting me have the last word. You’re just never going to win with some people. I try to use it as a learning experience for both people involved. I still get flustered with my words in certain situations, because, by the way, I am real, I have feelings.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
I am a go-with-the-flow kind of person, even when I like to have control I also don’t. I get upset at the moment and react and then it goes away and I focus on what I’m trying to do. Social is in a weird space, everyone’s engagement is low. I gain 6000 and then I lose 3000—it’s a strange time right now and it’s crazy how social media can have an effect on you, your psyche and mental health. I don’t think of it as work because it’s fun, but this is my job. What if this platform disappeared? What would I do tomorrow? Well, I’d move onto TikTok and I would adapt.
What advice would you give to young entrepreneurs who have an idea but don’t know where to start to execute it? What key traits do you need to succeed as an entrepreneur today? Why?
When I was training to be a makeup artist I worked at Space NK. That was my retail world and I would work part-time so I had the flexibility to switch if a job came up. I knew I wasn’t going to be there forever so I would call in sick if a good job came up. I had the hustle. I would work 23 days straight without a day of working as an assistant and at Space NK. I couldn’t take any days off. So my advice would be to build your career alongside what you are currently doing just to see if you even want to do it. Use Instagram and other marketing tools that are free to create buzz and community and collaborate as much as possible. Don’t sell yourself short, don’t give everything up because you need to eat and live but if an opportunity arises and you want to go for it, then yeah be available.
What are you manifesting for 2020? What plans do you have for the year ahead?
I want to start thinking about what I want to do next and the impact I am going to have on the beauty industry—is it a brand or a website? There are a lot of ideas in my head.
"I Never Use the Words Win or Failure Anymore"—and Other Boss Lady Quotes From Our First-Ever Small Business Summit
Get out your notepads.
Big city, bright lights! We made the trek from one coast to the other this fall for our first-ever Small Business Summit in partnership with Mastercard. NYC greeted us with incomparable energy and we were so excited to hit the ground running with endless opportunities for networking, knowledge dropping, and so much more.
At C&C, we make a point of supporting small businesses and their founders—as does Mastercard. So, it only made sense that we would join forces with the best-in-the-game to create a new summit for our community. We set the stage for attendees by offering some incredible awe-inspiring panels, workshops, and photo moments—but don’t jump the gun just yet if you’re feeling that wave of FOMO.
Not only did we talk hustle, but we got to see it IRL. We were excited to partner with Mastercard and spotlight a few boss-ladies who set up shop in the Mastercard Small Business Marketplace for attendees to shop, talk and network with—talk about shopping with purpose!
But we will say, if there was one thing to have total FOMO over, it was the Bumble Bizz Headshot Studio. We were honored to carve out a special place for attendees to have professional headshots were taken (not to mention it was a killer Instagrammable moment, too). Be sure to download the app for a chance to try the best networking tool at your fingertips.
Follow along for some snapshots and key learnings that will make you feel like you were there in the Big Apple with us. Don’t forget—if you’re an Insider—you too can access the live recordings of these business-savvy panels from the comfort of your own home (or smartphone).
Take a look below for the best of our Saturday in the city.
Keynote: Sophia Bush and Stacy London
Panelists:
Sophia Bush | Actress, Activist, and Host of Work in Progress podcast
Stacy London | Style Expert and New York Times Best-Selling Author
Stacey London
On pivotal points and realizations...
“All the things that I thought were failures were what propelled me to the next thing.”
“I never use the words win or failure anymore—they are just ‘value judgements’.”
“Expectation is the enemy of forward movement—it is the enemy of progress. “
“Age is no longer an indicator of giving good advice—experience is no longer how we measure advice.”
“Being clear on what your goals are, saying ‘no’ when something doesn’t serve you or your company is essential.”
On getting through hardship and disappointments in your career...
“I'm going to look at whatever that roadblock was, I'm going to figure out how to get around it or I’m going to build a different road.”
“For people in your generation, the more options you have— being a multi-hyphenate—it’s looked at as such a positive thing. In my generation, not only did you have to stay in your lane, you don’t check any boxes.”
”We’ve all been met with dead ends. You never think you are going to meet the problems you’re going to be met with. You have to believe that everything happens for a reason. You have to become a problem solver in your own life.”
On saying ‘no’...
“Once I named what it is that really motivates me, it made it easy to say ‘no’ when it didn't fall under that umbrella.”
Sophia:
On words of wisdom...
“If the world isn't ready for your good idea, that doesn’t mean it wasn’t a good idea.”
“Don’t compare your insides to someone else’s outsides.”
“Humans need eight hugs a day to survive in their bodies—twelve hugs a day for optimal performance.”
On connection:
“You must connect with your people in real-time, in real life. Whether it’s your company, your clan, it’s not enough to just connect through social.”
“It is not okay, ever, to feel less than.”
On self-worth:
“Don’t compare your insides to someone else’s outsides.”
On setting goals:
“We set goals, great but we achieve that goal and set new goals so, we’re always chasing something on the horizon—we need to be able to look at the life we’re living today and say that it's pretty cool.”
“The idea is to not be so hard on yourself but to stay motivated. You are always going to be moving. The idea is to think of there is no finish line until your ashes are in the ground.”
“The point of living is to keep going.”
“Instead of that high and that low, see it as one more step.”
On saying no:
“Once I named what it is that really motivates me, it made it easy to say no when it didn't fall under that umbrella.”
“Get clear what the pillar is that all your verticals fall in. Say no if it doesn’t fall under that pillar.”
“I really want for all of us to figure out what serves us and lets us serve the world.”
Venture Forth: Building, bootstrapping or bringing on capital for your business
Panelists:
Vanessa Dew | Co-Founder and Chief Sales Officer, Heath-Ade
Molly Hayward | Founder and Chief Brand Officer, Cora
Hilary McCain | Founder and CEO, Sweet Reason CBD
Arielle Loren | Funding Expert for Women and Founder, 100K Incubator
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Jaclyn Johnson
On the big picture...
“A lot of these big companies that you love don’t make any money, but they make a lot of the headlines.”
“Fall in love with the numbers.”
Vanessa Dew
“When we were raising our first round, let me paint the picture of eating ramen every day—we were beaten down, we were getting up early in the morning to go to the farmers market—so we eventually needed money to supplement the business.”
On the money conversation...
“As females, we often don't negotiate or bring up taboo topics. For example, founder pay, founder liquidity. These topics were never brought up because we were afraid.”
On how to raise money...
“We called in a whole village: a finance professor, brought lawyers on deck—we had a whole group to gain their insights. You get insights from people, but at the end of the day you need to follow your gut and do what is right for your business.”
On raising money or bootstrapping it:
“We are responsible for our teams lives. There is an emotional side to it.”
“As a founder and leader your job is a fiduciary responsibility to increase holder value—we are not robots. You are a human leading the company. At some point your agendas don’t match. It is always good to align with your executive team and your investors around what the plan is for the next three to five years.”
Molly Hayward
On the why behind Cora...
“You know for me it started from a place of pure inspiration. I was travelling in Kenya and found out that all the girls were missing school during the month of their period because they couldn’t afford period products. How fucked up is that?”
“When I looked into the industry I was shocked at how unconscious we were when it came to the impact of the products we were using.”
On creating and growing her business...
“For me, the disruptive piece came from not knowing any better. Not feeling like there was a rule I had to follow, not feeling like there was something I had to differently.”
“It was clear to me that I wanted to create a brand that represented the values of the modern woman. It’s sad that that is considered disruptive, but it is.”
“It is taking the attitude of: ‘I’m going to let who I am lead this process’ and following your gut.”
“Best Advice: Make more than you spend. At the end of the day if you can you do that in as lean of a way as possible, you put yourself in the strongest position.”
On raising money...
“In the first 18 months from idea to raising money, I have gone through every type of funding—self-funded at first and from there I did a crowdfunding campaign.”
“There’s no wrong way to do this.”
“Be conscious of your cash flow.”
“I was by no means an expert and I leaned on other investors and other entrepreneurs I know and asking what I need to do next.”
“Finance and investing is still a male-dominated industry—women are still breaking in.”
“You're not alone, let it be a learning experience. Don’t be afraid to ask questions. Don't feel like you're not worthy of that answer and that money in the end.”
Hilary McCain
On the importance of working with others...
“Sell the dream. Convince the people around you to build something with you.”
“One way we have found to get good people involved is giving equity to every person involved in the company, from the top down to the bottom.”
On raising money...
“The second you raise money, the clock starts ticking. There is enormous pressure, but I might not have completely appreciated how much you are held to those numbers.”
Arielle Loren
On raising funds...
“There are so many options and for us, it's about educating people about their options. Know where you fall in the process, then you can set yourself up for success.”
“How can you show proof of concept as early in your business as possible? What can you do in the meantime to position yourself and your company as something with potential?”
“Raising money doesn’t mean you have a profitable and viable business yet.”
Mastering the Three C's: Content, community, and commerce
Panelists:
Marie Forleo | Marie Forleo, author of the instant #1 NY Times Bestseller, Everything is Figureotuable
Courtney Quinn | Founder, Color Me Courtney
Leann Livingston | Brand Manager, Square
Ginger Siegel | North America Small Business Lead, Mastercard
Claire O’Connor | Editorial Director, Bumble
Mallory Blair | CEO, Small Girls PR
Moderator:
Reesa Lake | Partner, EVP of Brand Partnerships, Digital Brand Architects
Marie Forleo
On content...
“Content, when you create it right, gives you the opportunity to create trust and confidence long before you ask anyone for a sale.”
“Consumers understandably have a lot of skepticism—content is the most important signal for us to show what we stand for.”
On community...
“It's about paying attention to people and making them feel seen, heard, acknowledged.”
On social media followers…
“If you go holy shit, 300 people care about what I say and you treat those people like gold, you make them feel loved seen heard, that's what matters.”
“People’s bullshit-meters are so high, so you have to be rooted in your heart and a genuine caring.”
On commerce…
“No matter what business you're in, you have got to become masterful in marketing and sales—it is the lifeblood of your business— understand the people you’re serving.”
Courtney Quinn
On community...
“If you’re focusing on people who don't follow you, it's a waste of time. You have people who are already here, focus on them. My community is the reason I grow.”
“I create content for the people who are following me. I invest in them.”
On commerce...
“People want to promote what I stand for.”
“I think if people care about you as a creator, they will want to buy what you're selling.”
“I have to fall in love with the story before I fall in love with the product.”
“Have people fall in love with you and what you do, the money will follow and it is an easy way to bridge the gap between content and commerce.”
“When you create a clear brand, it helps you differentiate early on.”
On being authentic in what you show...
“You can't fake the things that are you.”
“I picked five things that were me to a tee. I put my top five everywhere and looked at those five things whenever I was producing any content and if it didn’t check the box, then it doesn’t get seen.”
Leann Livingston
On content…
“60% of consumers are looking for brands that have values and use that to make purchase decisions.”
On community...
“If we want to be about small business owners, we need to be about the community.”
“Find out how you can partner with the communities that are already built and thriving.”
On women-owned businesses that are crushing it...
“Your business can represent so much more than just what you sell.”
Ginger Siegel
On content...
“Planning everything out isn’t going to work in this real-time marketing environment. What you need is agility.”
On community…
“Particularly with female entrepreneurs, we are much more apt to be drawn into a community.”
Mallory Blair
On content...
“Rise above the clutter—How do you stand for more?”
On community...
“Make a list of brands you feel are in the same universe and reach out, offer to cross promote their brand.”
Re-Imagined Retail: From brick & mortar to DTC we explore how the future of the shop is being shaped
Panelists:
Lisa Price | Founder, Carol’s Daughter Inc.
Ali Kriegsman | Co-Founder and COO, Bulletin
Dianna Cohen | Founder, Levitate
Jessica Kahan Dvorett | SVP at CaaStle and General Manager, Haverdash and Gwynnie Bee
Lisa Mastela | CEO, Bumpin Blends
Moderator:
Christine Michel Carter | Writer and Global Marketing Strategist
Lisa Price
On holding your own self back...
“I had to stop blaming me, and get out of my own way.”
On conversation with the customer…
“The thing that is most important is your storytelling and your authenticity. When I started I didn't need to worry about what am I going to post about today, I could just create products. Today, you have to have a dialogue.”
Lisa Mastela
On guilt...
“Letting go of the guilt of failure has been the hardest for me. I would be overwhelmed by those feelings and want to quit. When you experience failure over and over and over again, which you do, be able to bounce back and learn from it.”
Maker Economy: A Conversation With Madewell’s Hometown Heroes and Nest on Building Your Handmade Biz From the Ground Up
Panelists:
Lacie RZ Porta, Founder, Framed Florals
Natalie Borton, Founder, Natalie Borton Jewelry
Virginia Sin, Founder, SIN
Amanda Lee, Director of Brand Strategy & Sourcing at Nest
Moderator:
Sacha Strebe | Editorial Director, Create & Cultivate
Lacie RZ Porta
On press impacting the business...
“If you know you're going to have more traffic to your site, plan for it, prep for it. Even if you don't, learn from it.“
On life learnings...
“I learn the most from the things I wasn't prepared for.”
“If it's not a ‘hell yes’ it's a no.”
Natalie Borton
On Hometown Goods with Madewell...
“There was legitimacy that came with Madewell being willing to sell my goods.”
Virginia Sin
On goals…
“For any goal, you have to have detailed steps on how you get there and look back at your values and make sure you're not compromising as you get there.”
On best advice...
“Authenticity. Being able to tell a story that's differentiating. There is only one you—if you can share your story and make it compelling, it will go a long way. Never give up.”
Amanda Lee
Best advice for women...
“Key in on your values and brand values. In a quickly changing world, things change but if you hone in on who you are and your values that will always stay true.”
Teamwork Makes the Dreamwork: How to scale your business and take it to the next level [POWERED BY MASTERCARD]
Panelists:
Morgan DeBaun | Founder and CEO, Blavity (WSBAC)
Sonja Rasula | CEO and Founder, Unique Markets (WSBAC)
Katie Rosen | Co-Founder, FabFitFun (WSBAC)
Jordan Jones | Founder and CEO, Packed Party
Cheryl Guerin | EVP North America Marketing & Communications, Mastercard
Moderator:
Jaclyn Johnson | Founder and CEO, Create & Cultivate
Cheryl Guerin
On best advice...
“I think you have to be scrappy with all of the tools at your disposal”
Sonja Rasula
On money...
“I took all of my savings, every penny that I had, and I started the business.”
“I’ve never lost a penny. I never took a loan. I’ve never needed investment in 11 years.”
On best advice...
“Female entrepreneurship is now being given the light that it deserves.”
“If you believe that you have a good idea and you believe in yourself, and you have the confidence, there is no reason why you shouldn’t invest in yourself.”
“If you believe in yourself, why the fuck wouldn’t you put everything you have into it?”
“If you believe in yourself, do it. Risk it. Time is not a luxury we have.”
On what the world wants…
“People are craving human, in-person connection again.”
Katie Rosen
On nothing is perfect…
“We have re-written our mission 6000 times.”
“Invest in what works and throw away what doesn’t.”
Jordan Jones
On strengths...
“I knew my strengths and I played to them”
Morgan DeBaun
On investing...
“The point of investment is to grow the business. You have to maintain what you’re doing and also get return 10x.”
On diversifying…
“Content is the cheapest way to build a business—we leveraged content.”
“The black community is so underserved, so we were creating content for them.”
We Take Self-Care Seriously—How the C&C Team Relax and Unwind After a Long Day
This story is in paid partnership with Diageo.
Progress over perfection. Ever heard of it? At Create & Cultivate, it’s one of the mottos we live by. In fact, we take it so seriously, that we even have it painted on the office kitchen wall. Whether it’s personal or professional, big or small, we believe the lessons lie in the journey, not the destination. While we love dreaming big and thinking of the full picture, we make sure to celebrate the little milestones along the way too because true success is the sum of all your small efforts, right?
As opportunities, responsibilities, expectations, and commitments stack up, so do our to-do lists. But that doesn’t mean we don’t love the hustle. Of course, we do. Just make the time to pause at each step so you don’t stretch yourself too thin. And there’s a myriad of ways you can do that. Our favorite? Celebrating the wins along the way by taking time for self-care such as applying a clay face mask, taking a bath, reading a book, or our personal favorite, cracking open a Smirnoff Spiked Sparkling Seltzer.
Because taking time out to relax and unwind—and getting in those eight hours of sleep a night—should be just as important as those to-do’s like creating a P&L or sending that client email. So, to help you get there, we tapped the shoulders of our very own hustlers, the team C&C, to ask how they unwind after a jam-packed day. C&C team pro tip: swap your glass of red for a low-cal alternative like our favorite Smirnoff Spiked Sparkling Seltzer for a guilt-free nightcap. For more pro tips and tricks, follow along to see how our team does self-care and be sure to scroll down to the end to make our exclusive drink recipes and say cheers to yourself for getting through another day!
Danielle Boyce, Graphic Design Intern
“I work two part-time jobs and have two side hustles so I never feel like I have an ‘end of the day.’ I have made boundaries like I can't work or use my laptop after I shower and do my skincare routine. I try and unplug at least half an hour before I go to sleep. But, I usually listen to a podcast or call my friends living in San Francisco for the summer. I like recapping my day with my favorite people, it always puts me in a good mood for the morning.”
Alyssa Sage, Marketing Manager
“How do I unwind? With a bubble bath and my fave book, wine, and candles.”
Nicole Povey, Coordinator
“After a long day, I love to wind down with a glass of Pinot Grigio and some bad reality T.V. If I’m not feeling the electronics, painting is my go-to for winding down and resetting.”
Dana Saperstein, Senior Event Producer
“I unwind after a long day by cooking. Cooking allows me guidelines that I can follow so I don't have to think too much. Chopping is like my meditation. I can zone out. It also provides a little bit of excitement because you never know how it's going to turn out!”
Dre Reyes , Senior Marketing Associate
"I like to unwind by cleansing my face, putting on a face mask and enjoying a glass of wine while I lounge on the couch in my comfy robe. To me, this is the ultimate form of self-care.”
Sacha Strebe, Editorial Director
“For me, unwinding is all about a long, hot, salt bath. There’s nothing quite like it for soothing aching bones, muscles, and to allow some time for your brain to digest the day, detach from the to-do list, and quietly meditate without screens or distractions. I just read that 1kg of pink Himalayan salt (has to be food grade) in a bath is a powerful detoxifier because it extracts the toxins out of your skin and tissues. It’s akin to soaking in an ocean of energy. The process is called dermal absorption because your skin soaks up the minerals from the water including calcium, copper, iodine, iron, magnesium, zinc and more. So, I’m hitting up my Amazon Prime account and having a few bags of salt delivered stat.”
Kylie Tansey, VP Sales
“My fiancé and I are learning to cook together. Cooking always seemed like a chore to us. Now that we have become a little more comfortable in the kitchen, it has become a way that we relax and catch up with each other after a long day. Cheesy as it sounds, I find that having something as simple as time together to look forward to at the end of the day makes even the hardest of days feel more joyful.”
Spice up your nightly self-care ritual with one of our favorite Smirnoff Spiked Sparkling Seltzer recipes below!
Spiked Piña Colada
Ingredients:
1 can of Piña Colada Smirnoff Spiked Sparkling Seltzer
1 oz. coconut cream
6 oz. fresh pineapple juice
1 cup of crushed ice
Directions: Combine all ingredients then blend until smooth. Add a fun toothpick umbrella and a slice of pineapple for optimal vacation vibes.
Raspberry Frozé
Ingredients:
1 can of Raspberry Rosé Smirnoff Spiked Sparkling Seltzer
1 oz. lemon juice
3½ ounces strawberry syrup
1 cup of crushed ice
Directions: Combine all ingredients then blend until smooth. Place blender container in the freezer for approximately 30 minutes for the best consistency.
"There Are No Lucky Accidents" — Natasha Lyonne on Authenticity, Advocacy, and Imposter Syndrome
“An admission of inner brokenness is OK. That’s the stuff that makes us who we are.”
We were beyond excited to host Natasha Lyonne as our keynote speaker in Austin this year! As the co-creator, director, executive producer, and star of the Netflix hit series Russian Doll, Natasha knows what it means to hustle. With more than 30 years and 70+ movies under her belt, she’s not just an industry powerhouse, but a role model for any woman who’s chasing her dreams. Below, we’re sharing some of our favorite mic-drop moments from Natasha’s keynote panel.
On hiring an all-female writers’ room for Russian Doll:
“The people that were best for the job happened to be women. It was really about surrounding myself with allies.”
“My hope is that we hit a tipping point where we’re restored to a point where men and women can work together as equals, where we all learn to work together beyond gender.”
“I felt additionally empowered to be the most 360 version of myself when working with a group of women.”
On imposter syndrome:
“An admission of inner brokenness is OK. That’s the stuff that makes us who we are. And Michelle Obama’s recent book helped me recognize that—because I was like, ‘Surely this woman has cracked this.’ But her experience of ‘Am I enough?’ is healing to read.”
“My goal in making a show like Russian Doll would be that it allows me to continue to speak very transparently around my own experience and acceptance. That’s our grit. That’s what makes us who we are.”
“At every level, everyone is constantly experiencing imposter syndrome and asking ‘Am I enough?’ and ‘Am I taking up too much space?’ It’s just necessary to push past it.”
On being your true self:
“I was afraid of not letting it all hang out in all its messiness. I think we embrace it and celebrate it in someone else, but as soon as it’s our own, it’s like a deep shame spiral.”
On finding your tribe:
“Find something safe in this life and let it tether you.”
“Something I love about working with women is that we spend so much time unpacking things like having kids that there’s something very fun about getting to get in the zone and watch them crystallize in this other pocket.”
On social media:
“The one thing I would caution the kids is compare and despair. Don’t buy the lies of social media. Everyone is architecting a make-believe life.”
“Proceed on social media with caution. Spend the time having human interactions. Life experience can’t be beat.”
On shining light on real issues through her work:
“I’m glad to have been a part of OITNB, but I’m happier that there was some attention or awareness brought to the prison industrial complex. The heavier aspect of working on the show for years as as team has been intense, processing what we’re really doing.”
On changes in Hollywood:
“It’s complex to know what’s changing. We’ve had good news in Hollywood, but let’s see how it tracks into the new world.”
“It’s a good time to be a woman in film, but the numbers aren’t there yet. These are early days.”
On work, success, and looking back:
“Directing an episode of Orange is the New Black was very healing around my own self-doubt, worthiness, and steadiness—there was something about the fact that the producers, and Netflix, and the cast were all open and inviting to it. I would be at the monitor just weeping. It was healing for me.”
“We work hard in life. There are no lucky accidents.”
Advice she’d give her teenage self:
“You’re in the war, but the war will be over. I promise. Hang tough, babe.”
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“Be Each Other’s Wing Woman” — The Showstopping Moments You Missed From Our Austin Pop Up
“When you do get a seat at the table, know your stuff.”
Yesterday. Was. Amazing. If you were one of the lucky attendees at our Austin Pop Up, you know it’s true. For those of you who weren’t, don’t worry: We’re sharing all the fire advice and amazing insight from each and every one of our speakers (like the inimitable Tan France and Natasha Lyonne!) below. Huge shoutout to all our moderators and panelists for making it a day full of learning, laughter, and tweet-worthy inspo. We’re still riding the high!
Read on to hear our speakers’ thoughts on finding your niche, forming your tribe, and following your passion.
Marketing Masterclass: Growing a cult following & building brands people love
“When you do the work you believe in and are passionate about, the money comes.” - Adrienne Bosh, Founder, Sparkle & Shine Darling
“You cannot fear your executive team. Understand their goals.” - Erin Silver, Head of Social Media, Volvo
“When I saw my female and minority friends not getting the same opportunities as the white boys, I decided to do something about it.” - Sarah Kunst, Founder of Cleo Capital
“When you’re starting new things, you’ll always need your tribe of women with you.” - Adrienne Bosh
“Don’t try to be like anyone else in the room. Be you. You’re there for a reason.” - Carrie Colbert, CEO of CarrieColbert.com
“Brand matters. I’ve worked on a team that canceled an entire campaign because one small element wasn’t on brand.” - Sarah Kunst
“When you do get a seat at the table, know your stuff.” - Carrie Colbert
“It’s not about numbers for me—it’s a question of ‘is this working toward my purpose?’” - Adrienne Bosh
““Don’t try to be like anyone else in the room. Be you. You’re there for a reason.” ”
Content Economy: Meet the influencers making waves in the creator universe
“It’s so much better to be your authentic self.” - Genevieve Padalecki, Founder, Now & Gen
“I push myself and my team to ask, ‘How is this person or this recipe showing our readers they can be more intentional and present?’ It all has to go back to that core vision, and that’s what’s helped up define a unique point of view.“- Camille Styles, Founder & CEO, Camille Styles
“I wish [that when I first started,] I knew that my failures would add to my strength as a creator.” - Paola Mathe, Founder, Finding Paola & Fanm Djanm
“Figure out what your niche is. How is what you’re doing different from everybody else?” - Reesa Lake, Partner, Digital Brand Architects
“If you have something you’re passionate about, you can make it work. Reaching out to other people was a lifesaver for me, because I was able to build a community and learn what I wanted to learn.“ - Dani Austin, Founder, DaniAustin.com
WorkParty The Podcast: In Conversation with Tan France
“Be each other’s wing woman. Men are doing enough tearing you down—don’t make their jobs any easier.”
“Call her out if she’s being negative.”
“Being the first of anything is hard. People look to you for representation of every community you’re part of. I don’t want to be the only one.”
“Keep your payroll tight. Make sure you know every facet of your business.”
Real Time, Real Talk: How brands are keeping up with the digital day to day
“The more you blend in, the more you get lost in a crowded marketplace.” - Maxie McCoy, Author & Speaker
“Navigate life the way you choose to.” - Bruna Schmitz, Roxy Pro Surfer & Ambassador
“Fuel what your soul is craving. That’s what I make time for.” - Jessi Afshin, Founder, The Darling Detail
“One way I’ve been trying to incorporate balance into my daily life is time blocking. When I’m working, I’m working.” - Courtney Shields, Founder, Bring Your Own Beauty
Keynote Panel: In Conversation with Natasha Lyonne
On hiring an all-female writers’ room for Russian Doll:
“The people that were best for the job happened to be women. It was really about surrounding myself with allies.”
On imposter syndrome:
“At every level, everyone is constantly experiencing imposter syndrome and asking ‘Am I enough?’ and ‘Am I taking up too much space?’ It’s just necessary to push past it.”
On being your true self:
“I was afraid of not letting it all hang out in all its messiness. I think we embrace it and celebrate it in someone else, but as soon as it’s our own, it’s like a deep shame spiral.”
On work, success, and looking back:
“Directing an episode of Orange is the New Black was very healing around my own self-doubt, worthiness, and steadiness—there was something about the fact that the producers, and Netflix, and the cast were all open and inviting to it. I would be at the monitor just weeping. It was healing for me.”
Advice she’d give her teenage self:
“You’re in the war, but the war will be over. I promise. Hang tough, babe.”
#StartSomethingPriceless: How these women risked it all to build their dream
“As females, we need to build multi-billion dollar companies. Let’s all think at that level.” - Payal Kadakia, Founder & Executive Chairman, ClassPass
“You have to stick it out. If you believe in what you’re doing, stick it out.” - Sonja Rasula, Founder & CEO, Unique Markets
“When you’re self funded and a client says ‘I need you to cover the cost of this,’ you don’t say no—you say ‘yes, no problem’ and figure it out.” - Jaclyn Johnson, Founder & CEO, Create & Cultivate
“It’s about finding people who have the ‘can-do, going-to-learn’ attitude.” - Payal Kadakia
“We noticed that there was no place for black people to find out about the men and women in politics supporting issues they care about. So we’re launching Blavity Politics.” - Morgan DeBaun, Founder & CEO, Blavity
““You have to stick it out. If you believe in what you’re doing, stick it out.””
“We need more women handing out the capital.” - Payal Kadakia
“My executive assistant was the employee that made the biggest impact for my company.” - Morgan DeBaun
“You have to be willing to sacrifice. The worst thing that could happen, is you go bankrupt. OK, big deal. Thank you, next.” - Sonja Rasula
Create & Innovate: Build a one-of-a-kind brand in a crowded marketplace
“Know your purpose and what you want to share with others.” - Camila Alves, Founder, Women of Today
“We really try to marry the experience of leading the brand and what we do if we’re following the brand.” - Sami Fishbein, Co-founder and COO, Betches Media
“As women, it’s in our DNA to manage crisis.” - Julie Smolyansky, President & CEO, Lifeway
““Know your purpose and what you want to share with others.””
“How am I am going to add value to the communities I want to connect with?” - Sophie Kelly, Senior Vice President of North American Whiskeys Portfolio, Diageo
“We have something for everybody while staying true to who we are.” - Paige Adams-Geller, Founder & Creative Director, PAIGE
“We’re able to speak to women in the way they speak to each other.” - Sami Fishbein
“Whenever there’s a crisis, I tend to run right into the fire.” - Julie Smolyansky
Shoutout to artist Emily Eisenhart for creating our amazing ATX mural. The future IS bright with talented ladies like her in our corner.
Don’t wanna miss out on more mic-drop moments from our events? Get your tickets to our New York conference now!
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C&C's Founder Shares Her Tips for Scoring & Succeeding at a New Job
“If you learn your boss’ love language, you'll be in a really good place.”
If you’re a regular Create & Cultivate reader (or maybe even a member!), you need no introduction to our founder, Jaclyn Johnson. The Forbes 30 Under 30 honoree started her own company at 23, then sold it in 2016. Now, at the helm of C&C, she’s helping women around the world create and cultivate the career of their dreams. And that’s exactly why she’s a member of our new Mastercard Women’s Business Advisory Council. Throughout the year, members of the council will be popping up at events and online with advice on how to get your small business off the ground—stay tuned to learn more!
Jaclyn shared with Teen Vogue the story behind C&C, the challenges she’s faced, and the best way to get on your boss’ good side—read an excerpt of the interview below.
TV: You started Create & Cultivate when you were still pretty young, and it became so successful in a relatively short amount of time. Some people might look at your journey and think you made it look easy. But in reality, what challenges did you face?
JJ: Well, it wasn't a short amount of time. That's something that everyone always thinks. But the first [Create & Cultivate conference] was in 2011, so it's actually been going on for over seven years. In terms of the growth, it's obviously grown a lot. But there's so much hard work and intensity behind it. For a while, I was running both companies: I had my old company, [marketing agency, No Subject] and Create & Cultivate at the same time. I was working 150-hour weeks balancing both teams, running both financials — it was so much and so intense. I mean, it's great it looks easy, but it definitely hasn't been that way.
TV: What about before Create & Cultivate — what were some of the biggest challenges you faced in the earlier years of your career?
JJ: [With] my first company, there were so many different challenges. Number one is trying to be the boss when you yourself don't have that much work experience — trying to navigate those waters and learn. At the the beginning, I took a lot of things personally and really didn't manage myself well because I was so invested in everything [and] I was so young and not equipped to handle things.
TV: How did you overcome those challenges?
JJ: Experience. You get better over time; it gets easier over time. You'll be a better problem-solver. You just have to go for it, make mistakes, and learn along the way.
TV: Did you ever have moments early in your career or when starting Create & Cultivate when people didn't take you seriously because you were young or because you’re a woman?
JJ: Oh yeah, all the time. Even [with] the AV guy today: I [asked], "Can we lower the music?" He said, "Who's asking?" And I said, "The person paying you." It happens all the time. People think I'm really young. [...] At happened at the beginning of my career all the time. It's one of those things where you just have to have the confidence and the presence of mind to put people in their place, move on, and keep focusing on your own stuff. Head down, focus on the work, and then you no longer have to prove yourself because you know deep down that you deserve to be where you are.
TV: It seems some people feel like when they’re in college, they already have to know their career path. What do you have to say to that?
JJ: In college I had no idea how many jobs there were out there. I think it's like, a lot of people are like, "Oh, I can be a doctor, a lawyer." Like you can be all ... You can be marketing, you can be in whatever. Now, it's so different because you can be a content creator, you can have four gig jobs that add up to your full time payment. You can kind of create your own career, and it no longer has to be the fact that you're going to be in a company for 15 years. You can start a company, you can be an independent contractor, you can be an influencer. So I think that now, there's so many paths, so I think [college is] really just about now college giving you the tools that you need to go into the world and know what you want to do.
TV: When someone is applying for their first job, what are some of the biggest dos and don'ts they should remember?
JJ: I think the biggest thing is a lot of people, when they go in for interviews, are thinking that they're the only one being interviewed. But the reality is you should also be asking questions in the interview as well and seeing if it's a mutually good fit for you. A lot of people come in and they're just answering all my questions, [and when I ask], "Oh, do you have any questions?”, [they say], "No." But there should be so many questions [you ask, like], “What's the culture here? What are the hours here? Do I have to travel? What's your goal for me?” The best interviews I've had are [with] women who also ask questions, so I think that's something to take note of.
“The reality is you should also be asking questions in the interview and seeing if it’s a mutually good fit for you. ”
TV: Can people negotiate in their first job out of college?
JJ: Oh, yeah, definitely. I mean, I think you have to go into it knowing what you need to live and save. What is that final number? And then try to get to that number. And then if you don't [get that] immediately, ask for a reevaluation in three months. Always ask for reevaluation in three months, because if you're crushing it in three months and they don't want to lose you, they're going to bump you up to what you want to be at.
TV: What are some of the biggest things you look for when you're hiring?
JJ: Team players. People who come in and would never say, "That's not my job." We want someone who can wear all the hats, be all hands, jump in, do things that are outside of the box, think creatively, [and] come to the table with ideas. Anyone who doesn't want to just be like, "I'm marketing, so I do marketing." [I look for] anyone who's like, "Hey, I'm going to jump in and take out that trash because it's full at the event." Or, "I'm going to jump in and go to this meeting for you because I know you're busy." Anyone who's down to do that — especially in a small company, it's vital.
TV: Aside from negotiation, once you're in your first job, what are the biggest dos and don'ts?
JJ: Number one is learn your boss’s communication love language. Are they a list person? Are they an email person? Are they a pick up the phone person? How do they communicate, and what kind of style do they like? Learn that and do that, because you want to be making your boss happy. If you learn their love language, you'll be in a really good place. I think that's number one.
Number two is working with your teammates to build rapport, because those are the people that are going to build you up and hold you accountable. Especially if you're going into a team that's been established for a while, what are the ins and outs of that team? What is everyone's function? How does everyone work together? [Learn] the rhythm of that group balance.
TV: What advice do you have for people who want to start something or have an idea but think they’re too green or too young?
JJ: No one's too green anymore. If you have an idea, if you're solving a problem, if you're excited about that, then go for it. [...] Big risk, big reward. But also, be strategic in the way you're approaching things.
TV: If you could go back and tell your college self one thing, what would it be?
JJ: I would say that you shouldn't be so hard on yourself. I think there's ebbs and flows. I went through so many crazy things in my twenties [that] I thought were the end of the world. And everything was fine. Everything happens for a reason, and enjoy the journey, enjoy the failures, enjoy the successes, enjoy the heartbreak, the enjoy the love that you get. Enjoy all those things. That's what makes you you.
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The Self-Care Sunday Essentials To Try Today
Treat yourself.
This post is in partnership with BIC® Soleil® Balance® razors.
Over the past few years, we’ve seen a wave of self-care enthusiasts on social media contributing to the #SelfcareSunday movement. Whether it’s in the form of avocado toast, a special facial, a drive down PCH with the windows down, self-care can take place in so many different forms.
BIC® Soleil® Balance® razor knows the importance of taking those me-time moments – even if it’s just a fresh, smooth shave and a soak in the tub. In a recent survey, BIC® Soleil® razors found that 88% of women shave for themselves, not anyone else. Talk about self-care!
“I’m always striving to be my best self, so I knew I wanted to work on a campaign that encouraged other women to embrace their best selves too, even if it’s doing something as simple as shaving. I'm always wearing dresses in the summer months and even in the winter, I really like to be clean shaven for those winter workouts as I’m prepping for summer clothes. Just throwing on cozy sweatpants feels better with smooth legs, you know? ‘Why I Shave’ is all about embracing the tools to help us all feel more comfortable and confident in our own skin,” said Jessica Sturdy of Bows and Sequins.
So what does it really mean? We should each take some time to define self-care for ourselves, because who else really knows better than you what your body and mind need in order to be 100%?
Here at C&C, our brains are working overtime every day and when we finally get some time to ourselves, we love to join in on the self-care Sunday fun - because what is better than taking some me-time? Read below to hear how our team defines self-care and what we do to recharge.
How the C&C Team Defines Self-Care
A perfect self-care Sunday for me involves some Pinot Noir, a bubble bath, smooth, shaved legs and re-runs of my favorite show. After a long week of work and tons of Insta-notifications, nothing feels better than chilling in bed after a good soak with smooth legs and a great glass of wine.- Tyeal, Marketing Coordinator
Getting yourself a hotel robe is everything! Along with some eucalyptus scents for your room to unwind.- Andrea, Digital Editor
Lavender bubble bath with lots of candles, putting on comfy PJs - cause what's better than soft sweatpants on freshly shaved legs. Add in my pup and it’s a perfect night.- Natty, Graphic Designer
I live for my Sundays at home. Cleaning house, cuddling cats + prepping my mind for the week is mandatory + everyone in my life knows that. I try to plan out outfits for the week + note any out-of-office events, dinners or work events that are coming up.- Heather, Marketing Director
We wanted to hear what our Create & Cultivate community defines self-care too, so we asked the creative and ambitious ladies in our Facebook group for their perfect self-care day and here’s what they had to say:
Alberthe K. B.: My self-care takes usually 1 of 3 forms—I love to get long walks in around my neighborhood at the start of the day, away from my daughter & husband so I can collect my thoughts & go into the day with more ease... I like to end my day with some music or an audiobook while having tea or wine (some days call for a lil alcohol lol) to decompress... and the third isn’t daily, but more of a weekly & it’s taking time to do a face mask & caffeine body scrub after a long bath, all followed by sinking into the sofa with my shows that I’m either catching up on or rewatching
Aleia W.: Self-care for me has turned into making my own self-care products - massage oil candles, body oils, and bath salts and settling in for a long bath using all the products until I get wrinkly. And then it's time for a little journaling (and if Sunday) filling out my planner with the upcoming events for the week!
Taylor M.: For me, self-care is all about listening to yourself and responding in the most loving way possible. It looks different depending on the day. Most Sunday nights, I stop looking at my phone and computer and take a warm bath with a good book before bed. It helps me transition from weekend to work week with ease.
Rosie C.: For me, a true self-care Sunday includes a lot of things, but most importantly, cooking. It has become essential to cook during my self-care days because it reminds me that when I approach food as a means to nourish and fuel my body, and when I remind myself that my body always has a need to nourished and fueled, I have a healthier relationship not only with food but with my outlook on the capabilities of my mind, body and spirit.
BIC® Soleil® Balance® razor invites you to take some me-time this Sunday. What do you do for a perfect self-care Sunday? Let us know in the comments!
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Bring On the Weekend: 3 Cocktails Recipes We Love!
Feet up, glasses up!
Jessica Bornder Photography
Create & Cultivate conferences are such an adrenaline rush that we almost forget that we end up putting in between 70-80 hours of work! That feeling tends to fade a week later which is why we're sharing three tasty Crown Royal cocktail recipes for all the ladies out there that need to kickback and unwind this weekend. Drink up the deliciousness, below!
TGIF, ladies!
WHISKY GAL
Crown Royal Deluxe
Simple Syrup
Lime
Muddled blueberries
Served on ice
Meagan Shuptar
This post is brought to you by our Create & Cultivate Chicago partner, Crown Royal.