Totally Unstoppable: The Rise of Zoey Deutch

Image credit: Isaac Sterling

THERE ARE THREE COFFEES ON THE TABLE. TWO WATERS.

“We have many beverages,” jokes actress Zoey Deutch, “and not enough time.” We’re sitting in the shade at a popular Silverlake restaurant initially made famous by its jam, and though she’s kidding, one glance at her schedule over the last two years, and it’s clear that there’s truth in the comedy.  

Before I Fall, a book adaptation in which Zoey plays the lead, is in post-production. She’s currently filming Why Him?, a comedy in which she plays opposite James Franco and Bryan Cranston. And this month she secured the highly sought-after role of Oona, in the J.D. Salinger biopic, Rebel in the Rye. For Rebel in the Rye. Oscar nominees auditioned for the part. Deutch landed it. 

Working professionally since 14, Zoey candidly acknowledges this hasn’t always been the case; her career thus far has been full of ebbs and flows. “There are so many factors that you can’t control,” she says. “I did a movie called Beautiful Creatures, I didn’t work for a year. I did a movie called Vampire Academy, I didn’t work for a year. I’ve seen both sides.” 

She’s also quick to admit that at the moment she finds success more complicated than failure. “I was surprised by my own reaction after SXSW, I was worried. To be a part of something that people really love… damn. Pressure’s on.”

She’s referring to the reviews for Everybody Wants Some!!, the latest film from darling director Richard Linklater set in the early 1980s when tie-dye t-shirts were still a thing. Zoey was one of the first to secure a role in a movie that’s been likened a spiritual follow-up to cult-classic Dazed and Confused, and as a career-maker for the ensemble cast. The film follows a group of baseball bros navigating life at a small Texas university. There’s not a lot of baseball. And there aren’t a lot of women. Zoey plays the role of Beverly, a strong-minded theater geek whose role is more than simply to get laid. The New Yorker calls her performance "the only female presence of any depth in the story, but wise beyond her years, and so beautifully played."

It’s an attribute that mirrors IRL Zoey: resolute, sagacious, opinionated, not timid around men. “I tend to peacock,” she says. She’s also a nose-the-grindstone worker. She’s headed back to Austin to do more press for the movie the next morning.

Zoey as Beverly in Everybody Wants Some!!

“Even in the last two weeks,” she says in between bites of brioche toast, “I wouldn’t call myself a workaholic, but you can probably see that I don’t say no. There’s a lot of yes, yes, yes.” 

Yes. She’s right. Zoey is in perpetual motion; it’s hard to throw a stick in her river. But despite her twenty-one years, she understands that you work when the work is there, and when it’s not you “work even harder.” 

****

Two weeks prior to meeting up in LA, we were on a plane back from SXSW. Complete, though welcomed, happenstance. Walking through the airport, a teen whispered to her friend, “She’s famous, OMG.” However, that afternoon, Zoey in long, tan-suede coat, was not the most famous person to board the aircraft. That was Jenna Lyons. Creative Director and President of J. Crew. Business woman extraordinaire with international acclaim. 

Zoey and I start talking gender-bias. She spent the previous day doing press for Everybody. “I’m in this movie full of men,” she says, “and they’re all being asked questions about Rick and their roles, and the first question I’m asked is if I’ll go to prom with someone in the audience.” She pauses. “And of course that’s what Deadline and other outlets pick up.”

"What do you think people are asking Jenna Lyons?" we ask. 

“Oh I don’t know,” she says. “I’m sure she spends the day trying not to be defensive about female-centric questions. But I have no fucking clue.” 

Naturally, we take this as the cue to push on about the hot-button, oft-highlighted gender-bias in Tinsel Town because from an outside perspective, and taking cues from the current press regarding these issues, Hollywood is at a crossroads. While actresses like Jennifer Lawrence are penning open letters regarding equal pay, and the NY Times is running pieces on the pervasive sexism in the industry, Zoey has a slightly different opinion. “I don’t feel like this is the first time it has come up, nor do I think it’s the last time.”

She mentions a documentary she recently watched about the Oscars. “Women who were accepting their awards in the ‘40s were brilliant, hilarious, outspoken— they weren’t timid the way we’ve painted them to be,” she says. “And now, ALL of a sudden, we have our Amy Schumers and Jennifer Lawrences and we act like there is a new breed of woman. I don’t find that to be true. There have always been funny and brilliant women.” 

"THERE HAVE ALWAYS BEEN FUNNY AND BRILLIANT WOMEN."

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Yet she’s hardly blind to the bias. “I see the sexism in Hollywood. I see it. I understand it. I know it’s there. But we’re working toward something better.” Her voice upticks here, slightly unsure if this is the right thing to say; she proceeds regardless. “I sometimes wonder how much talking about it does. Or when might be the right time to shift the conversation.” Adding, “It’s so much easier to say the wrong thing, than the right thing. But I don’t know if 'media-trained Zoey’ is a role I want to play.” 

Image credit: Isaac Sterling

As for women getting paid less in general? She doesn’t mince this thought. “It’s fucked.”

She recalls a wrap party in Canada last year, where a drunk crew member approached her and said: “I know some people are taken aback by how you carry yourself on set, but I really love the way you handle yourself like a man.” 

Does she think this a good thing? It’s unclear. “I’m trying not to be defensive in my life, because it’s really an easy reflex. So I asked him, ‘What does that mean? Really what does that mean?’”

She explains that his answer was as follows: you take no bullshit, you stand up for yourself and other people, and you’re not worried about making sure everyone likes you. “I took it as a compliment,” she says, while recognizing the inherent bias of having someone respect you for ‘acting like man,’ for acting like yourself.

"I DON'T KNOW IF 'MEDIA-TRAINED ZOEY' IS A ROLE I WANT TO PLAY."

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“I was lucky to be raised by people who embraced that element of my personality, and who never tried to break that spirit, but why that has to be classified as ‘acting like a man?’ I can see the issue there.”

What the actress also recognizes is that Hollywood has a representation problem — across the board, and that the way people in the industry get paid, is “very disproportionate.” It’s something she says she’s talked about with her mom. “Second, third, fourth, on the call sheet, you’re not making the eight-figures people think you are. The pay-scale is incongruous — not just for women.”

She thinks people would be surprised to learn that on a big movie, many actors are making $1500 compared to a star's millions. "But no one talks about it. You don’t want to get fired, you don’t want to lose an opportunity.”

She has a slightly different attitude about role discrepancy as well. “Here’s the truth: we hear a lot of people saying, ‘There aren’t enough strong female characters in film, which I don’t agree with. The problem is we don’t have enough real, complex, fucked up, human characters.” 

Though her career is certainly on the rise — Vogue just called her “Linklater’s newest dream girl,” she doesn’t pretend that she’s at a point where she can pick and choose roles with a feminist comb. “I want to work,” she explains. “So I can't sit here and pretend yet that I only pick the parts that portray women in shining lights.” 

This is another moment where she gives the, maybe I shouldn’t have said that look. It’s a self-awareness and honesty most often attributed to press darlings Jennifer Lawrence and Shailene Woodley. 

“The irony of an actor being in the public eye,” she says, “is it’s the opposite of what should happen. Actors are fucking crazy, and vulnerable and emotional. To expose those people on a grand scale is comical.” She quickly adds, “To me. I’ve never done an interview in print where I didn’t think, ‘well, that came across poorly.’” 

Well. There’s a first time for everything and everybody. 

---

The original version of this story was published on April 3, 2016

Arianna Schioldager is Create & Cultivate's editorial director. You can find her on IG @ariannawrotethis and more about her on this site she never updates www.ariannawrotethis.com 

Baby & a Biz? Why Mom-to-Be Whitney Port Launched This New Company

She's about to be a new mom, so why was now the right time for fashion veteran Whitney Port to launch a new career? 

Port announced Thursday that she’s teaming up with friend and now business partner Laurenne Resnik to run the creative side of Bloom2Bloom, a two-year-old fashion-foward flower brand that takes a farm-to-table approach to sending beautiful bouquets. The two met last summer at a charity event for Wish Upon a Teen, a non-profit the brand now partners with, and they have big beautiful plans for growing the brand. "There’s something special about giving and receiving flowers for no reason at all," the co-founders share, noting that their favorite occasion to give flowers is "just because." 

We talk to a lot of co-founders and always want to know how and why they chose each other. Laurenne, you’re a floral expert, so why was Whitney the right co-founder?

LR: When Whitney and I met last summer, we started doing some charity work together and immediately hit it off - it really seemed like the perfect fit, especially as Whitney was looking to transition to something outside of the fashion industry. I wanted to work with someone who understands how to build a brand that is timeless, and that seamlessly fits into consumers' everyday life. Whitney is just that person, and flowers were the answer! Whitney has a great eye for design and beautifully translates that talent to flowers and Bloom2Bloom as a lifestyle brand.

Whitney, why was now the right time to switch it up? You successfully navigated the fashion world… what about a bloom business appealed to you?

WP: As Laurenne said, I was looking to transition to something not directly related to the fashion industry and, after meeting and hitting it off with her at a charity event for Wish Upon a Teen last year, I knew it’d be a great fit.

How does a background in fashion lend itself to developing a flower brand?

WP: My favorite part of fashion is the creativity required to build a brand and make a visual statement. This is just as necessary for flowers as it is fashion.

We think a lot about local and sustainable as it relates to food. What kickstarted the curiosity of “where” flowers come from?

LR: When you go to the grocery store, you know where your milk or produce comes from. But how much do you know about your flowers? A significant amount of flowers purchased in the U.S. come from overseas, meaning that you are getting flowers that can be five to seven days old by the time you receive them. We are behind the American Grown flower movement. By working with local, U.S. flower farms, we’re able to turn that time into 24-48 hours max, meaning you’re getting the freshest flowers possible, straight from the farm. We also believe it’s our duty to take care of Planet Earth, and work with farmers who believe the same and take actions to be sustainable where they can.

"We are behind the American Grown flower movement."

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photo credit: Cole Moser 

What have you learned since starting?

LR: We measure success in impact. And in this flower business, we have tremendous opportunity for impact, which is really inspiring. We impact local farmers and everybody who works with them. We have a chance to improve the flower-buying experience for consumers, empowering them with knowledge and making flowers an everyday item, not just a luxury purchase. And we have a chance to impact our community through our give-back program with Wish Upon A Teen. If we are continuously challenging ourselves to make a positive impact wherever we can, then we are moving in the right direction and creating something that matters. We’ve grown a lot since developing this brand and we are learning new things every day!

So can you walk me through the order process? It’s basically a farm-to-table approach to flowers right? How are you choosing who you’re working with and how do you guarantee what’s getting delivered?

LR: Yes! When you order Bloom2Bloom flowers online, they are straight from the farm to your doorstep! I have been working with flower farmers for over five years now. We work closely with the farms to make sure our flowers live up to the Bloom2Bloom brand standard, and we constantly implement a variety of measures for quality control. Under Whitney's amazing creative direction, we create bouquet designs unique to Bloom2Bloom, and work directly with bouquet teams on the farms to hand arrange each arrangement of flowers that are picked, and ship them out to our customers. Because of these close and trusted relationships, we’re able to secure high-quality, beautiful flowers with every order.

I read on the FAQ page that if someone wants monthly blooms to contact you. Are you thinking of expanding into the subscription model at some point?

WP: We have already started a variety of subscription packages, many of which are customized based on customers' needs and who the customer is. Stay tuned for some really unique offerings, from individuals to our great corporate partners. We are here to make it easy for you to get beautiful flowers, whenever you want!

Whitney, you’re about to be a new mom (congrats!!). So how do you think you’ll juggle a new biz and a new baby?

WP: Thank you! I have a lot of strong and balanced women in my life that I’ll be getting advice from and probably leaning on throughout this process. It’s a new experience for me, but I know I’ve got the best support group possible and they will be a key part of balancing these two parts of my life.

I love the idea of partnership with Wish Upon a Teen— it makes a lot of sense. Hospital rooms are one place where people always bring flowers. But this goes beyond just flowers. So why was it important to you both? What about this non-profit spoke to you individually?

Flowers are not a necessity - they are not food or water. They are, though, no matter who you are, a reminder that you are thought of, that you matter, and that someone wants you to smile, right now. And that gesture is utterly human and so invaluable. These teens, they spend so much of their time receiving things they need to survive and to feel well. When we work with Wish Upon A Teen to design a hospital room, it's a chance to give these teens something that reminds them that they are thought of, and that we want them to smile. It's a way to keep that gesture going. When you give the gift of flowers, or treat yourself, it's extra meaningful to know that gift keeps on giving. We believe that bringing happiness to others helps spread happiness elsewhere and that’s what we’re about at Bloom2Bloom - we’re where happiness grows!

"It’s important to offer flowers that fit your sense of style, just like a dress or pair of shoes would."

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photo credit: Cole Moser 

Whitney, as an entrepreneur embarking on her next business venture, what business advice do you have for our readers who are looking to launch?

1. Find a good partner - You hear a lot of people say things like you need to find “the yin to your yang.” As cliché as it might sound, it's totally true! We each bring unique strengths and perspectives to this project. I wouldn’t have dared dive into flowers without Laurenne, who’s a flower industry veteran.

2. Have a clear vision - For us, ‘Fashion-forward flowers for your everyday life’ is our main focus right now. Having a clear vision is key to creating a cohesive, memorable brand and essential when re-launching in such a fast-paced environment.

3. Be part of your community - A value that’s extremely important to us at Bloom2Bloom is supporting the economy. All of our flowers are U.S. grown and farmed locally to ensure that not only does the customer receive their bloom freshly picked, but that it’s created with safe, ethical practices too!

4. Give back in any way you can - Build in social impact wherever possible. We’re so happy to have our partnership with Wish Upon a Teen for our brand. To take the meaning of your work to the next level, you should find an organization that you are passionate about, and come up with ways to collaborate.

Laurenne, what are you most excited about in terms of the building the brand?

LR: I am most excited about our focus on fashion-forward flowers. As a brand, we think it’s important to offer flowers that fit your sense of style, just like a dress or pair of shoes would. We want our flowers to fit into your space and make them uplift the style that already exists.

Favorite arrangement you’ve ever received:

WP:  I didn’t use to like yellow flowers, but one day my husband Timmy showed up and surprised me with yellow flowers and I loved them ever since.

LR: Even though I’ve been working with flowers for years, my husband never misses a chance to surprise me with a bouquet! It’s always a good feeling when he does that. It never gets old.

Flower of the moment:

LR: I love Irises right now. They’re featured in “The Lovely” bouquet we have right now and I can’t get enough of them.

WP: I always love succulents!

A bloom that always makes you smile:

WP: Dahlias - it’s hard not to love their deep colors and lush petals.

LR:  Daffodils always have that effect on me. They remind me of my father and my family so a smile is a guaranteed effect.

MORE FROM OUR BLOG

STEM: Heather Lipner

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full STEM List Here.

Taking on fast fashion with AR. 

Heather is wearing Keds' Champion Originals.

Heather Lipner, tech maven, has worked in the dude-heavy tech industry for "at least 13 years." As the former creative director of MySpace, co-founder of Uncovet, and founder of Clashist, that oh-so-pop-culture-meme-tastic apparel line approved by James Franco, the entrepreneur has a few tricks up her techie sleeve. 

Drawsta is her latest newest venture. An augmented reality fashion concept that adds an unexpected layer to wearables. “I created Drawsta.com because I love creating products that are allow the customer to really express themselves,” says Heather. With Drawsta, customers can write their own animated text and emojis on t-shirts and share the augmented reality digital experience via social media and/or show how it works in person. It’s also a backlash against the greed of fast fashion. Why change your shirt when you can change the image on said shirt? 

It was during the course of running e-commerce brand Clashist that Heather witnessed “how fast people got sick of fashion trends.” Instead of succumbing to the masses and embracing the world of fast, she instead opted to “let people digitally wear, create, and swipe through different graphics.” 

While Heather loves being able to create new graphics for people to wear, she admits that new takes some adjustment. “Experiencing fashion via augmented reality is new and with anything new it takes a bit longer to pick up then let's say a smiley face on a tee.”

"With anything new it takes a bit longer to pick up then a smiley face on a tee.”

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It’s also the first business she launched without funding. “Doing it all myself is mentally challenging,” she explains, but says her boyfriend, Drawsta’s customers who are “highly influential on what gets designed and built out,” and her “incredibly supportive friends and family," keep her motivated. 

Heather shares that she’s not “into all of the girl boss and girl gang stuff - I think it keeps gender segregated rather than ensuring that men and women are both sitting at the table. We should all be networking together and making sure men see us as women not girls, not in a girl gang, but as equals who want the same things.” 

“We should all be making sure men see us as women not girls.”

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Over her decade plus in tech Heather has accumulated her fair share of lessons. Practically speaking she likes to get the stuff she hates (paying bills and going to the gym) out of the way first thing in the am. She also shares that she doesn't make five year goals. "I let opportunities arise and choose to do or not to do them, instead of getting stuck into a long term plan." But what the future personally holds for the inventor is clear: "Answer honestly, support authentically, share resources and share other women's work." 

We'd put that on a t-shirt. 100. 

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Content Creator: Jessica Bennett

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Content Creator List Here.   

Leading us into battle. 

Jessica Bennett, gender and culture writer and author of Feminist Fight Club, knew she wanted to be a journalist from a young age— 10, she says, give or take a few homework assignments. After scoring an internship at the newspaper in her hometown of Seattle, Bennett worked at the Boston Globe during college, the Village Voice when she moved to NYC, eventually landing her first staff job at Newsweek. 

It was at Newsweek where she started writing about gender politics, spurned in part she says, by “my own inability to rise up.”

“In the height of that frustration,” Bennett explains, “two colleagues and I stumbled upon the story of a group of female staffers who had sued the company for gender discrimination in 1970.” The lawsuit was the first of its kind and paved the way for female journalists everywhere, but their story had been largely forgotten. (herstory, not herstory.) When Bennett and her co-workers realized that not enough had changed for women at work, they agreed there was an important story to unearth. “We ultimately wrote an oral history of their story, and our own, looking at how much (not enough) had changed.” 

It was a piece they believed they’d be fired for writing. Waving a polite middle-finger to your own place of employment isn’t safest way to climb the corporate ranks, but they were in too deep and hoisted the story up the pole. They wove the stories together, citing underlying gender issues in the workplace, a lack of female bylines and cover stories, and limited though high-profile successes, like that of their boss Ann McDaniel, then Newsweek’s managing editor, that mask the bigger problems. They weren’t fired. 

Instead the piece became the lede for a book, the Amazon original series, Good Girls Revolt (which, Amazon cancelled after one season without one woman present) as well as Jessica’s own book, Feminist Fight Club, released early 2016. “The most important step I took to getting where I am today was saying ‘Fuck it,’” she says. “I'm going to fight for what I believe in -- even if it meant losing my job.” The only thing losing, at least if Bennett has a say, is the patriarchy. 

But why fight, a word and mentality that is easily interpreted as aggressive? A word the media tiptoes around when it comes to women. “Women are too often hesitant to use words like ‘fight,’” says Bennett, “for fear that we'll be perceived as ‘too aggressive.’ But you know what? Aggression is OK, and sometimes it's even necessary.” 

“Aggression is OK, and sometimes it's even necessary.”

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She also says she’s “sick of hearing people talk about empowerment and then buy a certain brand of shampoo to attain it.”  

“Empowerment is good—but you don’t magically achieve it, you fight for it. To me ‘fight’ implies action, and I believe in action,” Jessica says. “At least when it comes to issues of equality.” When we ask what “female empowerment” means to her, it’s a simple response we’d never considered. “It means feminism,” she says, “but for people who aren’t comfortable with the word."

It’s why she’s focussed her sights on a new position. “Chief Gender Correspondent, New York Times— a job that doesn’t yet exist, but I’m workin’ on it.” 

As for the fight club, both her own personal group whom she credits as her mentors, and the group at large, she’s ready to march. (Which she did this past Saturday at the Women's March.) To charge ahead. To give up, never. “It looks like we are a whole lot further from equality than I thought. But that's all the more reason we have to continue to fight -- this battle isn't over any time soon.” 

Good thing we've found a leader in Jessica Bennett. 

Beauty: Andrea Brooks

This article is part of our Create & Cultivate 100 List created in collaboration with Dove, you can view the full Beauty List Here. 

Inspiring confidence through commonality. 

Andrea Brooks, the beauty blogger known as AndreasChoice with almost 5 million followers between her IG and YouTube platforms, has always had a love for "beauty, art, and computers." Which, sounds like a match made in digital video heaven.

In 2008 Andrea decided to start a YouTube channel as a creative outlet while working as a teacher for disabled adults. But the load of working during the day and uploading videos at night, became too much and Andrea had to make her first major choice. She says, "Leaving a job I loved to pursue YouTube full time," was a difficult but highly important step in her career.  

Her vlogging and makeup skills have catapulted her career; "here we are!" she exclaims about her rise to YouTube fame, but it's Andrea's down-to-earth approach (like her "how to hack" series which includes: hacking smelly shoes, body odor, and a messy home-- see how she uses a Dove soap bar in this one) that capture the essence of the video platform is all about. It's not about unattainability. It's about reliability. "I try to make women feel confident and beautiful and liberated in a world that makes it difficult to feel that way," shares the vlogger who worked to find her own voice and confidence.

More from Andrea below.

What are some of the challenges you've encountered along the way?

Sometimes you go into moments where you're uninspired but you still have to try and keep a schedule.

Who are the people you consider your mentors or influences and why?

My audience influences a lot of what I do. I can tell by their comments and messages what they want to see or are going to have coming up soon (Valentine's Day, Halloween, back-to-school, etc.) I love helping then out. 

What is the best piece of "real talk" advice you've received?

To only give attention to the supporters. 

What is your favorite life advice?

Life isn't about finding yourself. It's about creating yourself. 

"Life isn't about finding yourself. It's about creating yourself."

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What is a time in your life when you thought, 'I can't do this anymore?'

I have those moments regularly, but I always find a new path that I CAN do ;)

International Women’s Day is coming up. A global day celebrating the social, economic, cultural and political achievements of women. If you could steer the conversation around International Women’s Day, what would that dialogue be about?

How, as women today we can have the confidence level to achieve what we want, while ignoring the media pressures of what women should be.

How has your relationship to yourself changed in the last five years?

I have been able to overcome challenges that I never thought were possible before. I have grown more confident.

What does female empowerment mean to you?

We have less power than men and still deal with oppression. Women have a more difficult time achieving goals than men do so we need to empower each and stand together to show everyone that when given the chance, we have so much to contribute to this world.

Wellness: Erin Falconer & Geri Hirsch, LEAFtv

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Wellness List Here.

It's their Year of Wellness. 

Geri is wearing Keds' Triple Dalamta Dot Leather.

Sexism. It’s not something you hear a lot about in the blogging world, especially since women are the predominant money makers, but both Geri Hirsch and Erin Falconer, co-founders of LEAFtv both say that they have experienced and been challenged by “sexism, on many occasions.” 

If it exists, they would know. Erin and Geri have been in the blog space for over a decade. “I co-founded LEAFtv due to my love of the digital space,” shares Geri, “and the need for how-to videos.” This was pre-digital madness, “a time when millions didn’t exist.” The early intrepid explorers were, “immediately caught up in the magic of the web,” says Canadian-born Erin. As a lifestyle and wellness destination for millennial women, Geri and Erin became staple digital darlings on the scene; the duo had a bit of magic themselves. They've slowly and surely built a digital brand and platform that now reaches over 8 million readers every month and have the unique advantage of witnessing the last decade's social evolution.

Erin, who is also the Editor in Chief of PickTheBrain, a blog she founded seven years ago, is very frank about the change of social. “I wish I could say that there still exists a truly social experience, but for me it's becoming more and more about algorithms - which is kind of sad. It used to be fun, exciting and I felt like I really made an impact and now, it feels like you have to pay to access your own audience,” which she shares is something she won’t do. 

“Social,” says Geri, “is now a huge part of our marketing and growth overall.” Erin says that “When it comes to social,” the first thing is to stop “thinking of it as social and start thinking about it as a business.”

"Stop thinking of it as social. Start thinking of it as a business."

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It what they've done. Last year the partners got new (glowing) skin in the digital game when they expanded into the subscription model with Year of Wellness, their way of providing people an easy way to live well. “There wasn’t a subscription providing an entire year of products and advice on wellness,” says Geri. “We wanted to be those people.” 

For her part, Erin is “personally thrilled that the era of Wellness is upon us. Starting about 18 months ago we saw a real shift in the content that our audience was responding to on YouTube (with LEAF).” Followers were asking more questions about their routines and certain wellness practices. “We both had the lightbulb moment at the same time: there is a real need for information and access to experiences across the country and nobody was really filling that void in a comprehensive way.” They got to work. Eight months later YOW arrived. 

Geri is wearing Keds' Triple Dalamta Dot Leather.

Which brings us to the overwhelm factor. The balance of staying well while running businesses and keeping up with the internet joneses. 

They cop to the “exhaustion of social media,” but a shared love of wellness and positive feedback from their LEAFtv tribe, as well as being a “tiny part of shifting someone’s world,” is enough to fight through the rapid pace of a changing market, bureaucracy, and their vision. Which includes knowing, says Geri, that “attaining perfection is overrated,” and “striving for it is invaluable.” They're also beholden to their own routines, including mediation, which without Erin says “I just don't think I'd have the calm, the focus or the energy to do what I'm doing.”

"Attaining perfection is overrated. Striving for it is invaluable."

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What is incredibly valuable is their approach to the work and the definitely female future. “It is my solid contention that we have entered the era of the woman,” says Erin. “The internet and all it offers (if we can figure out how to use it the right way) is designed to lift women up. Gone are the days of the classical work hierarchies of oppression for women. Gone are the choices: Work or family. It is an amazing time to be a woman, and I truly believe each and every one of us (specifically most of the people on this list!) has the chance to make a great difference to future generations of women. I couldn't be more excited to be a part of it all.” 

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Entertainment: Rachel Bloom

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Nothing crazy here. 

Rachel Bloom, co-creator and star of the irreverent musical comedy Crazy Ex-Girlfriend on the CW, grew up with an affinity for four things: singing, dancing, murder, and death.(#bestfriendstatus?) Her years spent in Southern California’s beachy-clean Manhattan Beach were jointly filled with anxiety and a love for musical theater. An outsider at school, those showy tunes were all she listened to until 18, when the theater nut headed from the shores of CA to the smells of NY to major in musical theater at NYU's Tisch program. But everyone experiments in college. During her time at Tisch, Rachel branched out, started performing with Upright Citizen Brigade Theater, and “fell in love with doing sketch comedy.” 

Post NY, back in LA once again, Rachel worked as a staff writer on Cartoon Network’s Robot Chicken, but wasn't entirely satisfied. “My first TV writing job was with a bunch of older, more experienced men, and many of them were brilliant but mean to me. I went home and cried a lot during that period.” And she hadn't shook the musical-comedy bug. 

"My first TV writing job was with older, more experienced men. Many of them were brilliant but mean to me."

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Six years ago the first video she posted on YouTube, “Fuck Me, Ray Bradbury,” about the sci-fi writer, went viral. For his part, Bradbury reportedly saw said video on his 90th birthday and dug it. A second short, involving a singing "historically accurate Disney princess" who coughs up blood and warbles about a blacksmith with a "daughter-wife, ten-years-old and pregnant," caught the attention of her soon-to-be Crazy Ex-Girlfriend co-creator, Aline Brosh McKenna. It was also the first very public mix of all the things that fascinated Rachel a child. (See above: singing, dancing, murder, and death.) Rachel credits those shorts as the most important step in her career. “Filming what I wrote was immensely important,” she explains. Advice taken from her husband, who many years ago told the actress, "‘Film what you write.’ At the time he was way more experienced than I was," she shares, "so I took his words to heart and it really paid off.”

Even if her road to success was paved with tears, they were not for wont. The CW ordered five additional scripts even before the premiere of My Crazy Ex-Girlfriend. Last January, Rachel won her first Golden Globe for Best Actress in a Television Comedy or Musical. And Crazy Ex is just that: a cherry musical on top of a dark, modern day comedy. The blunt name of the show ironically pegs women in a role men have long loved to brand them as: crazy. But the use of music, clever dialogue, and conversations amongst female characters that have nothing to do with men, debunk and deconstruct the male-driven stereotype. 

Rachel says that the impetus for the show was always to deal with the contradictory messages women deal with on a daily basis. Telling TIME, “We’re taught to be strong women, we want to be strong women, but both our western ideas of romance and also our own emotions make us crazy. Women are fed all of these contradictory ideas about what love is and what you should and shouldn’t have and you’re supposed to have it all, but you’re also supposed to fall in love.”  

Wise words from a woman who says that “female empowerment means seeing oneself as a citizen of Earth first, and how one's gender informs that second.”

Comedy has always appealed to the songstress. “On a primal level,” she shares, “being funny suddenly made me cooler than I could ever be off-stage. I fell in love with comedy writing due to the creative freedom one could find through structure.”

"Being funny suddenly made me cooler than I could ever be off-stage."

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She’s been very open about her own anxieties, “making it,” and capital F fears. “I have a lot more confidence now. I'm not afraid that every bad idea is an omen of me being a talentless hack,” she says. Quoting an acting teacher who once told her, "Laziness is a form of fear," Rachel says that bit of advice has stuck with her. "It really hit home with me." 

And now, we welcome Rachel, her oddities and talent, into ours. 

Entertainment: Mandy Moore

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Crushing on the woman who's crushing her career. 

On Saturday morning, wearing a blue sweatshirt with the words, "For most of history Anonymous was a woman," across her chest and a pink "pussy" hat, actress Mandy Moore, joined a reported fellow 750,000 women, men, and children at the Women's March in Downtown Los Angeles. 

Though the pop "Candy" songstress turned Golden Globe nominated actress has received accolades for her current work on This Is Us on NBC, this past weekend Moore took the streets as if to say, This, Is ALL of US. "What a way to celebrate the collective energy of so many people unwilling to sit idly by. One for the books," the award nominee wrote on her Instagram. Not what some would expect from a former TRL charter, but crushing career stereotypes is part of her repertoire.

Moore escaped the standard downward spiral of a young-to-fame pop princess. When critics said she was simply “too nice,” she kept working, at times typecast, but steadily building her acting career. Since her debut in role in 2001 as the voice of a Girl Bear Cub in Dr. Doolittle 2, Moore has been cast in over twenty films. She managed to keep her 2015 divorce relatively private. And steers clear of the pomp and circumstance of Hollywood. Maybe it's that angelic smile that keeps her floating above the drama, or the fact that Moore keeps her head as firmly attached to her shoulders as her feet to the ground. “At 32 years old, I feel a comfort in my own skin and a sense of determination in my choices that I thought I had all along but really I had no idea,” the actress admits. "There’s no substitute for time or the wisdom and clarity that comes with it. I’ve been working hard to quit apologizing for things I have no control over or no business apologizing for in the first place.”

Or perhaps it’s the lessons she’s kept tucked in her toolkit from her teen years in a notoriously sexist music industry. “Surround yourself with GOOD people,” she says. “I’m lucky enough to have a stable and supportive foundation when it comes to my family and friends so I’ve always attributed that as being the most critical piece of the puzzle. Beyond that, always, always, always trust your gut. When in doubt, DON’T.” 

"Always, always, always trust your gut. When in doubt, DON’T.” 

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Those women include a stellar squad of empowered women who, Moore says, have “shown me that there’s so much value in learning how to say no, staying true to your vision and finding the courage to take risks.” And her mom, who sent her daughter a pillow the morning of the Globes embroidered with the phrase, “so believed she could so she did.” That she has. 

At present, the low-maintenance performer's risks include making active and bold choices in her life and career, something that wasn’t always the case. “Like a lot of people,” she explains, “I allowed fear to govern my life for a period. I became exceptionally good at making myself and my needs as minuscule as possible as not to disturb other parts of my life. Once I realized that those broken patterns weren’t leading me where I wanted to go, I leaned into the pain, embraced change and started owning my power.” Whether she’s singing, acting, or marching down Broadway, the choices she’s making are her own. 

The industry, and the viewers who turned out in droves to watch This Is Us last fall, are taking notice. With a radical 89% approval rating on Rotten Tomatoes and a two-season renewal from the network, things are looking sweet for Moore. But she’s not taking any of it for granted. “Having a job that inspires and challenges me as much as this one does is all of the reward I could ask for. Having said that, this is a WHOLE new world to me and it’s equal parts mind-blowing and humbling. I keep reminding myself to be in the moment and that it’s ok to really appreciate it and not write it off too quickly.” 

We suggest taking a similar approach to Moore and her career, wherever that particular march may take her.

Wellness: Taryn Toomey

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Wellness List Here.

Giving us a master class in feeling good. 

Sometimes life is what happens when you’re on your way to something else. Or in the case of Taryn Toomey, when you’re late to something else. “After years of ‘running to yoga,’ I left my corporate fashion job to pursue yoga teacher training,” says Toomey, who previously worked for both Ralph Lauren and Dior. “That's when I discovered my love for teaching movement.” The “movement” she’s referring to is the genre-defying blend of cardio, yoga, and high-intensity interval training that Toomey developed after a few years of teaching yoga while also longing for “a practice that involved more FIRE and expression.” It's known now as the cult-beloved workout phenomenon The Class.    

Toomey started out modestly, teaching an invite-only version of The Class in the basement of her Tribeca building. But thanks to the yogapreneur's unique blend of targeted muscle-sculpting poses, bursts of high-energy movements, and her secret weapon, moments of soul soaring emotional catharsis, word of The Class spread like wildfire. Toomey credits her mentor, Mama Kia, with whom she studied in Peru, and the birth of her two daughters, with giving her the push she needed to pursue her passion. Her practice also evolved out of a more personal struggle, and as a form of self-therapy. Though she doesn’t go into detail on record, Toomey says she felt a strong need to develop a practice that released pent up negative energy, or what she refers to as “the sludge.” She lists self-doubt and vulnerability as challenges she has faced, explaining “The Class was created because I needed something for survival. It was all about survival.”

“My main goal for the future is to help people FEEL better.”

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It seems that Toomey has not just figured out how to survive, but thrive: The Class with Taryn Toomey, as it's now called, boasts devotees like Christy Turlington and Naomi Watts and is currently taught every day in both Los Angeles and New York City. The latter is a city where Toomey recently opened her first flagship studio in Tribeca, decked out with crystal-embedded floors for optimum energetic flow. She also recently expanded into other wellness-adjacent areas, launching The Airelume, a handcrafted fine jewelry line, The Retreatment, luxury wellness retreats to destinations around the world, and The Layer, seasonal nutritional cleanses with an emphasis on anti-inflammatory and ayurvedic practices.  Toomey credits daily meditation and regular practice of The Class with both her personal and professional growth. “My career in wellness has expanded very quickly and organically,” she says. “I did not originally realize that I could have such an impact on so many people. I now see my ability to inspire, help people discover their intentions and even reach their goals.” As for Toomey’s own goals for the future? She has plans expand The Class to Vancouver and hopes to someday teach The Class live accompanied by one of her favorite musicians.

On a larger scale she says, “My main goal for the future is to help people FEEL better.”

Content Creators: Anne Sage & Caroline Lee, Light Lab Studios

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Content Creator List Here.   

The side hustle Queens. 

Anne is wearing Keds' Kickstart Perf Leather. Caroline is wearing Keds' Triple Metallic.

If Anne Sage had more time for one thing she’d be writing a novel. If Caroline Lee had more time for one thing she’d being DJ’ing. 

But both ladies, who collectively run Light Lab Studios in Atwater Village couldn't possibly make room for more. Or could they?

Anne’s path took her from Stanford, where she graduated with an English degree to NYC to complete a master's program in interior design. At just eight weeks in she realized it wasn’t for her, took an internship with a small branding agency in the city, nabbing a hands-on education in visual identity and consumer strategy. A decision possibly encouraged by her favorite piece of “real talk” advice. “When I went away to college,” she shares, “a friend told me ‘It’s okay not to like it." That phrase is my constant reminder that we don't have to feel happy about every step in our path.” In 2008, she started her blog. Two years later she moved to SF where she co-founded the online lifestyle publication Rue Magazine. Fast-forward two more years and she was writing Sage Living, an interiors book. Today she manages her online platforms, creates online content for lifestyle brands, and co-owns Light Lab. 

Caroline, the eldest of six has had a “an independent, self-reliant sort of mentality about life,” from the gate. At 15 she started her own piano studio. “Being my own business owner at 15,” Caroline says “definitely ignited a love for being self-employed and getting to be my own boss.” At 19, the photographer behind @woodnote, moved to Australia, something she says was a “doozy of a lesson to experience.” 

“Big moves mean starting over again,” she shares. “I've learned that it takes about three years of endless focus and intention to get a new idea to a place that it is actually profitable slash enjoyable.” She says she knows now that she can’t rush things. 

Though a self-professed serial domain purchaser, the opportunity with Light Lab was too good and when she started looking for creative spaces she saw the potential immediately. It needed a total overhaul and is totally unrecognizable from it’s original state, but Caroline says “In the last five years, I've become more willing to take risks.” She’s also“more interested in collaborating with others who have different strengths than I do— more focused on creating balance.”

That balance is Anne. The duo have partnered on the creative space that serves as a photography studio, an event space, hosting dinners catered by awesome women (and fellow Atwater business owner) like Barrett Pendergast of Valleybrink Road, and the perfect canvas for a pop-up shop. Not to mention, it's a Instagram goldmine with a crush-worthy pink velvet couch and vintage rugs Caroline imports from Morocco through @cococarpets. (What did we tell you about #sidehustles.) Oh, and it has the prettiest pink marble bathroom you’ve ever seen. 

Pink and plush decor aside, both women have seen their share of challenges. “One year after moving to LA, I was pretty sure I was going to throw in the towel. I was lonely, miserable, and nearly broke,” says Anne. During those desperate times, she moved back with her parents in Toronto for a month, unsure if she would return to the west coast. But you know what they say about our darkest hours. While at home she secured her contract for Sage Living. “The whole experience was totally in keeping with the phrase, ‘Things always look darkest before the dawn.’” Anne says.

2017 is her year to start writing fiction again. “Writing was my original love and I’ve got so many stories to tell.” If things go as planned she’ll also be adding a new storyline to her own. “2017 is also my year to start having babies!” 

How they manage to do it all and still find time for more is inspiring for any young entrepreneur who thinks there isn’t enough time. In addition to Light Lab, Woodnote Photography and her rug business, “stubborn as hell” Caroline takes DJ lessons, travels non-stop, plays violin in an LA community orchestra, and often partners with Sseko Designs and Justice Rising through photography to help help educate women in Africa. 

Caroline says that though she’s thought about throwing in the towel on days when it’s all too much, she’d never follow through with giving up or quitting; she has too much to do and more domains to purchase. Like her goal of photographing the first wedding on the moon. “No big deal,” she jokes. Her husband, Jayden Lee, gave her the best advice: “Meet people where they're at, and leave them better than you found them.” Sounds like the lucky free spirit has two sages in her life. 

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Entertainment: Zelda Williams

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Free to be Z. 

Zelda Williams is chatting about bouldering with YouTube star Hannah Hart, a form of rock climbing performed without ropes or harnesses. In a way, it’ s climbing in its simplest form. Just you, the rock, and your moves.

Hart is covered in bandaids from her first indoor bouldering experience in Los Angeles the prior evening. “It's safer to climb down than jump, though they have padding,” explains Zelda. She’s using words like belay (which, we had to look up), referring to techniques used by climbers so that they don’t fall too far. It’s a sport that Zelda is well-versed in, having surprisingly amateur bouldered with her brothers growing up in San Francisco. But as you get to know the writer-actress-director, her knowledge of all things random feels perfectly in place. One of the walking Wikipedia's favorite fact to drop on the unknowing? "Humans are technically, by our own definition, an endangered species, at least where the universe is concerned."

The daughter of the late comedian Robin Williams and producer Marsha Garces Williams, the Zelda's childhood was normal-ish. And though the 27-year-old grew up with a legendary father, she’s never tethered herself to his name. In many respects her move to Los Angeles at 17, after taking a few college courses and deciding she would try her hand in the glittery city, was one without ropes. 

It was Zelda, her ideas, and her dance moves (which, the performer will occasionally show off on IG). But roles didn’t simply appear. It’s been ten years since that initial move. “As an actress I was tired of waiting around for people to give me permission,” shares Zelda. “I wanted to constantly tell stories, whether I’d been ‘cast’ to do so or not! So I took the time between projects usually spent waiting for the next person to hire me working to hire myself.” 

"As an actress I was tired of waiting around for people to give me permission.”

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During that time of “lots of lonely nights in” and “many carpal tunnel exercises,” she developed 12 scripts. One for every month if you’re counting. “I got to spend almost this entire year telling stories, as a writer, a director AND an actress! It was hard work, but it’s been a literal dream come true.”

In 2015 she directed musician and friend of over ten years JoJo’s music video for “Save My Soul.” It’s a stark and beautiful work shot over the course of one night in the desert, touching on addiction, powerlessness and loss. Most recently she directed “Zero,” an episode she also wrote for the forthcoming anthology thriller “Dark/Web,” and has been actively shopping her pilot about dominatrices in legal dens. (Yes, she did plenty of in-person research.) “While I think the sexual politics of it may be too ahead of it's time, it's still so fun to open that discussion up in a room full of suits,” she laughs.

Zelda doesn’t see her move toward directing as a shift, “but more,” she shares, “an expansion on what I already was doing. I'm still an actor, but acting is a popularity contest, and I wanted to create even if I wasn't in demand because it's what I love.” Acknowledging that “there isn't a perfectly Zelda shaped hole waiting there for me.” 

That desire is what drives her past inevitable times of doubt. “Truthfully, I'm one of those sci-fi nerds who's most fascinated by our relative cosmic insignificance. We're 7 billion tiny, short life-spanned ants on one fairly unremarkable spinning rock out of an infinite number. What we do as individuals, in a universal sense, means nothing.”

But don’t write that off as nihilism. The video game lover says, “We have to believe that, as individuals, what we're doing means something, that everything accumulates somehow to equal a life that doesn't immediately fade out of memory as soon as it ends. So I create, even if no one will ever see it or read it, because at least it means I'm still doing something, and therefore, still living.” 

"I create, even if no one will ever see it or read it.”

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Her relationship to herself is “ever-changing,” noting “though thankfully mostly for the better, even in spite of everything that has happened.” And she’s settling into herself more, taking stock of who she wants to be. “This last five years was especially hard, and who knows where the next five will take me, but as I've gotten closer and closer to 30, I've found myself very much looking forward to my life ahead, however long it may be.” 

“I've become more comfortable expressing myself,” she admits. “Even when I know the response may not be positive. I've started living my life for me, as opposed to the person I'm with, the family I was born into, or the expectations of anyone who cares enough to be watching. And, though this will inevitably come and go, I've finally become more comfortable with who I see in the mirror.”

It’s a bravery that filters through her every move. It’s bouldering a career; climbing without ropes. 

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Food: Sarah Michelle Gellar and Galit Laibow, Foodstirs

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Food List Here.

Having a wholesome Foodstirs fight. 

“I hope to see more women supporting other women. I have always believed that when women work together we can do anything. So often we are pitted against each other instead of remembering we are a big tribe.” Sarah M. Gellar

Sarah Michelle Gellar and Galit Laibow, cofounders of baking startup Foodstirs, are proving they’re as equipped in the startup world as they are in the kitchen. Even better perhaps.

Inspired by their children and the desire for a product that would enable to connect with them in “meaningful, wholesome way,” the two set about reinventing the baking category with organic, clean quick-scratch mixes that taste better than anyone could imagine. “It's no easy feat, but we WILL make it happen!” exclaims Galit. 

Working in Hollywood from age Sarah developed a thick skin, but that doesn’t make her immune to the struggles of the startup founder and she says that in the last five years she’s developed an. “My career has shifted drastically,” she says, something “that has certainly taken some adjustment. At my age it would have been so easy to just stay and continue an already successful career, but instead I took the leap and try something I had never done before. It’s been exciting, scary, rewarding and quite the adventure.” 

"So often women are pitted against each other instead of remembering we are a big tribe.”

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As for her work wife, partner Galit Laibow, Sarah says, “I am so fortunate to be on this adventure with the best female partner anyone could ever ask for. To stand by someone in the trenches everyday who understands the struggle of working, and being a good and present wife and mother is everything to me.” 

Galit feels similarly explaining that she’s been lucky to work alongside people she respects. “Sarah has the most innovative ideas and is the craftiest person I know,” calling her a "powerhouse" she admires. 

But Galit doesn’t shy from the fact that conflict is a part of the creative process. "Our brand would never be where it's today if we had agreed with each other 100% of the time," she says. "At the end of the day, we share the same goal: to create a thriving, successful company that embodies key values we can stand behind.”

It’s a healthy approach to their rollercoaster journey. “For every five lows,” says Galit, “there's a high point that makes it all worth it. And it's those challenges that make the success that much sweeter.” 

Sarah says she likes to add "for now" to the end of sentences. "To remind myself that whatever struggle I am currently going through will pass.” Elaborating, “You can't ask other people to believe in you, unless you do.”

“You can't ask other people to believe in you, unless you do.”

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Reading is Sarah’s escape. Galit jokes that she doesn't’ have time for anything else. Both admit they’d be totally lost without coffee. “We recently got an espresso machine in the office,” says Galit. “It was a very exciting day!” 

Each woman is committed to work, each other, and their families. Sarah’s goal is “to be able to bring Foodstirs worldwide. And while I am doing that, to still have the same amount of time to give to my family.”

“At this point, everyone in our family is Foodstirs-focused,” says Galit. “My daughters serve as our official ‘recipe-testers.’"

It’s a rewind to wholesome that seamlessly incorporates the digital subscription model. “I believe we have a product that is bigger than just baking,” explains Sarah. “It’s about time and experience. It’s about creating memories that last a lifetime.”

Content Creator: Arielle Vandenberg

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Content Creator List Here.   

Making grandma laugh since the '80s.

She’s got jokes. Which also means, she’s got brains.

Arielle Vandenberg, who is on a first name basis (@arielle) with the digital world, has been making videos and thereby making people laugh for decades. She says she made her mom laugh all the time when she was little, but it was her grandma who thought Arielle was, “the funniest kid ever-- she even wrote everything I said down into a book.” 

It was also her grandma who told her “Don’t do drugs,” when she first thought about moving to LA. "I think that's pretty great advice,” she laughs. While Gma might have kept the digitally savvy star on the straight and narrow, it's her hard work, diligence, and “being true to myself,” that have really paid off. 

In December of 2015 the actress and comedian was one of the most followed personalities on Vine, with a fanbase of almost 2 million. People tuned in to watch her goof off, ask life’s big mysterious questions, and upload videos with bestie Matt Cutshall. Though the video app announced its shuttering last year, her feat of amassing such a loyal and large following can't be ignored. It comes down to creativity and precise comedic timing. If you can get people to laugh in six seconds or under, with an iPhone, you’re doing something right. 

Calling herself “the professional Jim Carrey impersonator,” it was the funny man who got Arielle hooked on comedy. “I wanted to be a comedian because of Jim Carrey.  I would sit in my room alone and just make faces in the mirror for hours. And also Tina Fey, well because she's a powerhouse of a woman!” 

Growing up outside of Los Angeles, Arielle got the bug for acting when she was young. She’s had roles in numerous TV shows like How I Met Your Mother and Bones. She’s opinionated, telling Esquire, “If you don’t like animals, you’re not living,” not worried about fangirling out over Justin Bieber or dressing as the pop star for Halloween, and says “internet bullies” have been challenging, but jokes, “haters gon hate.” 

Arielle is wearing Keds' Champion Originals.

It’s easy for her to keep going, even in the face of Vine’s shuttering. She continues to build her career in the face of a tectonic shift in the digital landscape. “I’ve always loved making people laugh,” shares Arielle, “so I made it my job. And now I have the best job in the entire world!” She can also bust out “performance dance” anywhere and everywhere to keep her spirits up and her morning prayers “make the day a million times better.” 

"I've always loved making people laugh, so I made it my job."

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The multitalented digital star preaches kindness— makes sense she’s BFF with fellow C&C 100 honoree Lauren Paul. “Teaching young girls to be kind,” she says, is immensely important. “Kids are the future and kindness is the way.” 

In the last five years Arielle says she’s “gone to third base” with her career, which means we can still expect her home run. What might that mean for her? Making Jim Carrey (who else?) a costar, creating her own show, and “purchasing a wiener dog.” Alrighty then.  

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Beauty: ItsMyRayeRaye

This article is part of our Create & Cultivate 100 List created in collaboration with Dove, you can view the full Beauty List Here. 

A million followers and rising.

As one of the first successful black female beauty YouTubers, hitting over one million subscribers,  Raye Boyce knows something about breaking down barriers. 

A native of Boston, the 26-year-old vlogging maven, ItsMyRayeRaye, got her start on YouTube after requests via Tumblr and Instagram kept pouring in. The social media world has been good to Raye. She met her husband and manager, Eric, via MySpace. The two were married in 2012 when Raye was 21. 

Fear of failure and being accepted topped her list of challenges. “I wasn't sure anyone would understand what I was doing, but I always had the support from my friends and family,” she shares.

Before trying her steady hand in the beauty business, Raye was most interested in fashion, looking to attend the fashion merchandising program at FIT in New York. But her aspirations “quickly changed,” as the makeup world took over completely. “I instantly fell in love,” she shares.

While the beauty queen on the YouTube scene loves spending time with her family and bowling, the self-professed adventurer has a bit of a daredevil side. Yes, she has a taste for skydiving and likes to hit up an amusement park or two. But the rollercoaster of her career keeps her from looking too far to the future. Preferring, says Raye, to “take life one step at a time.” 

As with most influencers on the internet those steps have included haters. “There was a time when I began receiving negativity on my videos that I had never received before. I didn't understand why it was happening but that was really difficult for me and I wanted to quit.” She didn’t. And is happy that she never gave up, remaining true to herself instead. “For the most part,” shares Raye, “my relationship with myself hasn't changed much because I have always been true to me. I can say that each and every day I am growing and I find ways to better myself.” 

Raye is wearing Keds' Champion Originals.

Growth and goals for the social media darling includes starting her own company and doing anything she puts her mind to. “Female empowerment is knowing that you can do anything, even if it might be in a field dominated by the opposite sex.” 

“Female empowerment is knowing that you can do anything."

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She’s on deck to help other women succeed as well, even those in her own industry. There’s no jealous vibes with Raye. “I always try to find ways to share the knowledge that I have in hopes that I could help someone. I think we all need to stick together because we would be so much more powerful as a whole.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Wellness: Tricia Miranda

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Wellness List Here.

Choreographing her own career. 

With over 30 years of training in ballet, jazz, and hip hop, there was never any doubt that choreographer Tricia Miranda could move her body. But the choreographer, who began her career as what she's dubbed a "chola ballerina," is also moving people's souls. 

A native of Yuma, Arizona, in the early dance days Tricia rocked shaved sides with a bun, dark lipstick, hoop earrings and pointe shoes-- never quite fitting the prima mold. But she received a full scholarship to the Joffrey Ballet in Chicago in her teens and then at 21 she moved to Los Angeles to pursue her bigger dance dreams. At 24, Beyoncé took notice, casting Tricia in her “Ladies First” world tour and she became a staple on the touring circuit, working with Britney, J.Lo, and the Black Eyed Peas. At the height of her stage career the high energy dancer made a ballsy move to pursue choreography instead. “There is already so much competition in the choreography world and a lot of clients and artists like to use who they've used in the past on other projects,” she says. “It's really hard to get that window of opportunity, to get in with a camp, and then once you're in, proving that your work is great and you're exactly who they want on their team.” But the proof is in the pas de deux in the dancing world. 

Her move worked. Definitely in part due to her core belief that you should “stay humble and never stop learning.” It keeps her moving ever forward, “overly prepared” with “more choreography" than she needs, citing the importance of “staying current, working smart” and making sure she is “always easy to work with.” 

“Nothing is certain in our industry,” she says, “so making a great living off of dancing is extremely challenging.” You have to be a beat ahead. 

"Keep fighting for what you believe in and always know your worth.”

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In 2014, the L.A-based pro released a video shot in her dance studio in North Hollywood. It was a series of dancers performing her choreography to Nicki Minaj's hit song “Anaconda.” The performances, shot with the sole intention of promoting Miranda’s choreography for an upcoming dance tour, went viral. More videos followed suit. In each, the students, who range in age, gender, and race are encouraged by an off-screen Tricia who rarely makes appearances.  And while their bodies work to the same beat, each personality is tangible, self-expression encouraged. In one video of eight-year-old student Aiden Prince busting to her Major Lazer choreography, Tricia sprints on camera to swing him around and give the young buck a hug. The love is there. So is the feeling that despite differences, these kids check their egos at the door, dancing against a backdrop of the studio’s trademark “Unity in Division.”

When she’s not dancing Tricia makes time for cooking, hot yoga, and rescuing dogs from shelters, but wishes she had more time for visiting her family. She understands how important balance is “so you're not over worked, fried or stressed.” But the dancing boss is busy. 

She’s gone from choreographing jobs sporadically to working multiple jobs at a time, and 2017 shows no signs of slowing down. “At the top of 2017 I will be choreographing 2 national commercials, the feature film Baywatch will be released, which I choreographed for and my docu series called "Going Off" will be airing on MTV this spring.” In the next five years she says, “I will be moving on to creative directing.” 

In a town that’s known to break a few spirits, Tricia’s has stayed bold and strong, breaking the mold instead. It’s encouragement that is passed on to everyone who crosses her path. “Don't let this industry break your soul or take away your passion for the arts,” she says. “Remember why this is the lane you chose, keep fighting for what you believe in and always know your worth.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Fashion: Alissa Jacob & Aliza Neidich, Reservoir

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Fashion List Here.

Survived year one.

Best friends for 30 years, Reservoir co-founders Aliza Neidich and Alissa Jacob are a lot more like sisters. After unsuccessfully searching for fulfillment in other careers — Aliza in PR, and Alissa in real estate — the inseparable pair had the realization that they could create something game-changing by joining forces and merging skillsets. After quitting her job, Alissa left New York and joined her BFF out in Los Angeles. Putting their heads together, the duo came up with the idea to open a concept store, something they’d both noticed was conspicuously lacking in this city. It wasn’t long after signing their first lease in Silverlake that the duo got the first taste of entrepreneurship stress (and we’re pretty sure it hasn’t stopped yet).

“We found a space we loved, signed a lease and began construction. However, to make a long story short, we found out we were being lied to by the landlord and we had to get out of our lease while trying to recoup as much money as possible and figuring out what to do with the inventory that was trickling in from vendors,” explains Alissa. Forced to act quickly, the partners decided to open a pop-up shop on Roberston Blvd., where they’ve remained for the last year. “Through this, we learned that not everything will always go to plan, and you really have to be able to roll with the punches in order to be successful,” says Aliza. “Sometimes obstacles happen for a reason. It definitely tested our will, and I'm proud of how we resolved what could have been a disastrous situation,” adds Alissa.

Alissa is wearing Keds' Champion Originals.

Despite some early real estate woes, the Reservoir business has continued to grow. Alissa describes the passion, and, at times, depression, that comes with the territory of owning your own business. “You will never feel more invested in anything. Knowing that this business is a reflection of our work motivates me to make it the best it can be. It's exciting and stressful and rewarding all at the same time,” she says. “The concept of a career five years ago was so hazy to me. Even though I had a job, or jobs, I knew they wouldn't satisfy my own definition of 'career.'"

"You really have to be able to roll with the punches to be successful.”

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"I'm happy I was able to find something that regularly allows me feel both challenged and passionate,” echoes Aliza, of the transition from working for someone else to being in charge of your own destiny." 

If working for yourself is difficult, you might wonder about what happens when your best friend becomes your business partner? Luckily, with the help of some sound advice from friends and a detailed partnership agreement, Alissa and Aliza haven’t let the dynamic come between them. “Sometimes, even though it's awkward, we need to talk business,” says Alissa. “Emotions are definitely still involved, but the partnership agreement allows us to separate work from friendship when we need to.”

So, what’s next for the business partners and besties behind LA’s coolest one-stop-shopping destination? The duo hopes to expand their online business and possibly add a few new locations. “On a grand scale, I'd love to have Reservoir be a go-to for online and in-store shoppers worldwide. On a smaller scale, I'd maybe die if Jessica Lange came in and shopped,” says Aliza. This November, Reservoir celebrated one year in LA. “The first year is so difficult, I'd like to get the business to a point where we are profitable and can consider possible expansion. Hopefully we have developed a unique brand with character that would be valued in different markets as well,” says Alissa. 

One thing both ladies can agree they’ve learned from this last year? Everything happens for a reason. And, yes, that includes shady landlords.

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Beauty: Jackie Aina

This article is part of our Create & Cultivate 100 List created in collaboration with Dove, you can view the full Beauty List Here. 

The glow get 'em goddess. 

Beauty Youtube star Jackie Aina’s mission is to encourage those “often overlooked on social media.” As a woman of color, she was invigorated to start her YouTube channel in 2009 after looking for both a creative outlet and online community to “learn about new makeup techniques for darker skin.” 

She says it was challenging to “get people engaged in my content as a darker skin-toned woman.” Explaining that “Most people naturally just assumed I only do makeup tutorials for African American women, not realizing that we come in so many different shades and you don't have to necessarily look exactly like someone to learn a new tip.”

However, her followers and subscribers quickly loved the message she was sharing. Now Jackie’s turned her “hobby and side-hustle” into her “baby and passion,” boasting over a million subscribers. 

“You don't have to look exactly like someone to learn a new tip.”

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The woman is also hilarious (her Twitter bio lists her as "Le Bronze James), unafraid to go barefaced, and often addresses the diversity issue the cosmetic industry faces, calling out brands that are “the worst EVER for POC.” Saying as a beauty vlogger it’s her job to side-eye what’s not working. 

Her fans are constantly championing Jackie to have a line of her own, something that she’s set as a career goal for herself. 

She’s weathered the troll storm on social media a couple of times, recounting a particularly dark time in her life. While in trade school, one of Jackie’s best friends and roommate was killed in a car accident. “Since she lived with me at the time and we shared rent, I had to figure out how I was going to afford rent for the month while being on unemployment and collecting limited earnings from YouTube,” she shares. “I mustered the courage to start a GoFundMe account to get support outside of my closest friends and family and the support my followers was tremendous, but the hate was too.” She says people accused her of using both her friend’s death and her schooling as a way to exploit money from her followers. Both of which were “grossly untrue.” 

“I was used to troll comments, but that was on a different level and it was very hard to not to take it really personal. Not only did I lose my friend, but to also be accused of it for personal gain was really hard to deal with at the same time. I think that was the first and last time I got a real taste of just how ugly people on social media really could be, but it made me tougher and I got through it! Luckily the support and encouragement of my real supporters kept me going and I will never forget the way they all rallied together to help support me.”

Now she advises to use prayer and positive affirmations to hoof it (with the help of God) through the hard times. “Do not go out of your way to read negativity about you,” she says. “Block out negative energy as best you can. The people who truly love you are there to criticize you when need be, not random trolls on the internet.”

“Block out negative energy as best you can."

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That experience likely shaped how she feels about female empowerment: “It means uplifting one another before we assume the worse about each other; having each other’s backs!”

She also says that nine times out of 10 she would support a female-owned business before a male-owned business. “Women are just easier to work with and get the job done!” she says. “And we're so used to being pre-judged we are rarely ever given a chance to prove our worth.”

Adding, “I love and value myself a lot more to ever go back to where I was when I first started my channel. I was so, indecisive, easily triggered by things, and not as confident in my career as I am now!”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Entertainment: Elizabeth Plank

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Entertainment List Here.

Feminist at the media forefront. 

When we asked Liz Plank, fab feminst, meme maker, and Senior Correspondent and producer for Vox Media a time in her life when she thought, “I can’t do this anymore," she responded: “Like five minutes ago."

As the voice of millennial feminism on Vox, Plank is on the forefront, determined to educate young people and let them know how much they matter. With a masters in gender and social policy, she has a commanding grasp over issues that affect young people, but she likewise has a mastery over creating viral videos; one of the most useful tools to reach Millennials.  “Their voice matters,” says Liz about the much lambasted generation, “and if they don’t use it, they are letting someone else speak for them.” 

She’s learned the ropes from mentors: Rachel Sklar and Glynnis MacNicol, whom Liz credits as two of her best friends. “They were one of the first people I was introduced to in New York and gave me the confidence of a mediocre white man,” she says. "They built a platform called The Li.st that helps women connect and empower each other, and they've built a community that's been extremely supportive and helpful for me." 

The aforementioned saying also happens to be Liz's favorite life advice: “Carry yourself with the confidence of a mediocre white man.” (Noted.) 

"Carry yourself with the confidence of a mediocre white man.”

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The champion of a feminist awakening maintains that for “far too long, we’ve let non-feminists frame the work of feminists. I think we are all feminists, we just don’t know it yet." And taking a neutral position is not in the cards. “I consider fighting for the equal rights of all human beings the neutral position and anyone who deviates from that has to explain why. I find it weird that activists are the ones who have to explain why they fight for justice. I want to know why you're not fighting.”

Though she won't mute her voice, she isn't opposed to compromise, especially when it leads to better outcomes. “Regardless of the industry you're working in, if you're never making compromises, then you're doing something wrong. Although I'm a very stubborn person, I'm also highly trusting of others (sometimes to my fault) and I've been lucky to work with people who I can put all my faith in. That's how you make the best shit happen. By working with people who challenge you to be better.”

Content Creator: Caroline Goldfarb, @officialseanpenn

This article is part of our Create & Cultivate 100 List created in collaboration with KEDS, you can view the full Content Creator List Here.   

All about that funny business. 

“I’m personable AF,” says Caroline Goldfarb, the funny woman behind the highly shareable, get your through your day Instagram @officialseanpenn. In the age of PC, heightened person as brand awareness, and highly stylized digital content, Caroline says she tries not to take the meme game too seriously. “I don’t think about shareable,” she admits, “I just throw something up that I know my friends would like.”

She got her start doing “endless amounts” of stand-up in high school in LA and throughout college at Northwestern University. “My only goal in life for as long as I can remember has been to be professionally funny,” says Caroline. Explaining that she’s “always wanted to combine my natural affinity for performing and my obsession with pop culture into being a hybrid of my heroes.” Those include, but are hardly limited to: Wendy Williams, Joan Rivers, Kathy Griffin, and Howard Stern. Meeting Stern she says, is at the top of her career to-do. At the moment however she’s had “a detour into *fire* success on Instagram.” The place where Caroline kills “the internet content game with original art and amazing celeb commentary.”

If you think she’s serious, consider that the 26-year-old knows her audience and knows it well. “When I discovered I had hit something, I didn't let it lie. I exploited my natural ability to thoughtfully and artfully analyze, process, and comment on pop culture,” she says. And she’s turning said ability into an “international merchandise empire, a popular podcast, a development deal with MTV, and a successful writing career.”

“When I discovered I had hit something, I didn't let it lie."

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Consider also that it happens to be true. Caroline is simply bold enough to say it. In fact she’s bold enough to say a lot of things. “I'm a walking female support group,” she shares. “I love women and I live to entertain them. I don't give a rat’s ass what men think of me or whether men think I'm funny.”   

Nor does she shy away from some real-good-text-your-BFF-about-it-self-love. “RuPaul said it best,” she shares. "’If you can't love yourself, how in the HELL are you gonna love somebody else??’ At the end of the day YOU are your biggest advocate in the world, and you have to love everything about yourself and believe you are capable of anything to make others believe in you.”

To her point, she shouts those things out-- list form. “Things I love about myself: That I'm an exotic half-Persian goddess, that I'm always the funniest person in a room, that I have a sparkling personality, that I'm well-read and super intelligent.” She says should could go on.

Still, she can’t get it all right. “I want to be like Martha Stewart and wash my ceilings and iron my sheets,” she says, “but it feels impossible to get on that level.” And she does have certain boundaries. She won’t make fun of women’s bodies, kick people they’re already down, and doesn't like making fun of people with mental illnesses or disabilities. When the Obama/Biden friendship memes were making their social rounds Caroline said that they were “just too real.” A casual statement that’s more nuanced than some followers might expect. “Seeing all the vicious jokes about Trump and laughing at him pre-election almost made me feel like I was doing a part in preventing him from getting elected by making him into a joke, taking away his power. Where we now see that it really did exactly the opposite.” Adding, “ I feel like we all need to seriously reevaluate how we take part in the world around us and stand up for what we believe in, beyond making or laughing at political memes. To me, dealing with the fact that Obama and Biden are leaving office and our political climate and society is potentially going to seriously change by making a series of *not even really that funny memes* is a waste of time.” (She did post a photo of Obama on the 10th of this month captioned, “Gonna miss u…” followed by a pic of Trump having what looks like urine dumped on his head. “Tinkle Down Economics #Watergate2,” she captioned, in reference to the infamous golden shower leak.)

Caroline is wearing Keds' Kickstart Perf Leather.

“Many comedians are highly smart, observational people who have the superpower to observe the world and point out the improbable ridiculousness of everyday life,” notes Caroline. “There are lots of different kinds of comedy, from the low-brow (Kermit memes) to the high brow (Political satire, a perfectly crafted stand-up set) but if it makes people laugh it has an important place in society!”

Instagram’s reigning meme queen is slightly resigned (“pretty much OK with”) to the fact that she’s known as Official Sean Penn, but believes “I'll naturally and gradually establish myself as Caroline Goldfarb, a bad-ass comedienne with a banging internet presence.  Amazing careers aren't built in a day!”

And to the people who say she should stop selling merchandise with celeb’s faces? Caroline says sorry, not sorry. “I'm never going to stop making pencil pouches with Larry David's Face on them.”

Styling provided by Reservoir LA. Hair and makeup provided by Glamsquad. Photography courtesy of Light Lab and Woodnote Photography.

Beauty: Melody McCloskey, Style Seat

This article is part of our Create & Cultivate 100 List created in collaboration with Dove, you can view the full Beauty List Here. 

Took her seat at the table. 

Melody McCloskey, co-founder of leading beauty booking destination StyleSeat, is proof that sometimes outsiders do it better. As CEO and co-founder of the booming beauty giant — in 16,000 cities since 2011, and facilitating more than $3 billion in appointments — McCloskey is empowering industry professionals to take ownership of their success, not unlike the route she took to get here.

McCloskey’s journey to startup queen was anything but typical. In college, she majored in International Relations and French. She got her first taste of tech working as a PR Manager  for an early stage tech company, and later at Current TV, a small network started by Al Gore. It wasn’t long before she worked up the confidence to quit and start her own business.

“In the beginning, my co-founder and I hit the pavement in a real way. We spent our early years out with the beauty professionals, in their salons, in their homes, listening to what they needed to better run and grow their business,” she says. “Because we were so close to our customers since day one, I gained real confidence that what we were building was important and needed.” Raising capital for a female-fueled beauty company in a sea of white male VCs, on the other hand, didn’t come so easily. “Fundraising is perhaps one of the biggest challenges I faced. Asking investors for money is not an enjoyable experience for me, and it’s not why you start a company,” notes McCloskey. But there’s no denying money helps. “If you want to be a certain size faster, it can be necessary. Because so many tech VCs are male and white, they didn’t understand the beauty industry or our customer base, which is overwhelmingly female and diverse. They wanted to fund companies they deeply understood, and we did not fit that description.”

"Asking investors for money is not why you start a company."

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Having arrived in tech via the road less traveled, there were no shortage of moments when McCloskey doubted her own capability and whether or not she deserved to be here. “I almost didn’t start my company because I was afraid that I didn’t have the right background, or that I wasn’t smart enough.” For all the women struggling with similar self-doubt, the beauty impresario warns against counting yourself out. “If you love something, and you’re tenacious and don’t put up with bs, you can do whatever you want to do.” She hopes that StyleSeat inspires more women to discover their unstoppability, whether it’s fast-tracking that career change or going full force on that side hustle. “The biggest thing that limits you is yourself.”

Today, StyleSeat has a network of more than 300,000 beauty professionals servicing more than 10 million users, with McCloskey closing out countless women-to-watch lists. For the first-time founder, it’s been a rollercoaster of fear, emotion, and trial and error, one that she’s gotten much more comfortable riding with experience and age. “The first few years of starting a business you’re doing several things a day that scare you without any experience doing them. Hiring a lawyer, building a profit loss statement, hiring incredible talent, closing a business development deal.” The fear never goes away, but you learn to cope with it. “I used to feel close to paralyzed every day, and then I got used to doing scary stuff all the time and now, even though the things I’m doing are so much bigger scale, I’m less scared because I know, whatever it is, I’ll figure it out.”

"If you’re tenacious and don’t put up with bs, you can do whatever you want to do.”

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Right now, McCloskey is focused on making StyleSeat a thriving, high return business, but she’d love to try her hand at angel investing — “I want to be everything I thought was missing when I was coming up. It would be so much fun to hang out with entrepreneurs, who are super weird and crazy, and help them pursue their dreams.”