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Speaker 1: Number one, what they were very supportive with was supporting

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Speaker 1: an actual black owned business. And I feel like consumers

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Speaker 1: are so smart too now. They want to know the

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Speaker 1: whole story. And Walmart, they were very supportive in that.

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Speaker 2: Well, I had spent a.

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Speaker 3: Lot of time building my career in the beauty industry

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Speaker 3: and I have such a passion for marketing and for products.

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Speaker 3: And so I’ve gotten the chance to build lots of

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Speaker 3: great brands or be part of building lots of great brands.

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Speaker 2: And even within big companies.

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Speaker 3: And when this opportunity came up, it just, it just

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Speaker 3: sort of spoke to everything in me.

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Speaker 4: Welcome to today’s episode of Brave Commerce.

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Speaker 5: I’m Rachel Typograph, the founder and CEO of Micmac.

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Speaker 4: I’m Sarah Hofstetter, president of Profitero.

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Speaker 5: And this is a show that talks about what’s relevant

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Speaker 5: in e-commerce for the world’s biggest brands. So bringing everyone

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Speaker 5: back to Brave Commerce Live and one of the great

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Speaker 5: sessions that occurred was a keynote with Tia Mowry, who

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Speaker 5: you may remember from the television show Sister, Sister when

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Speaker 5: you were growing up. She now has a hair care

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Speaker 5: line called For You. She is on stage with the president,

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Speaker 5: Karima McDonnell. And we have a conversation about how to

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Speaker 5: essentially build a brand out of nothing and the lessons

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Speaker 5: that they’ve.

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Speaker 2: Learned along the way.

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Speaker 5: You’ll hear stories about partnership, both in the forms of relationships,

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Speaker 5: as well as business partnerships with major retailers like Walmart,

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Speaker 5: how in order to build a brand in today’s environment,

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Speaker 5: you really have to build a community first and that

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Speaker 5: what worked in the past is not going to work

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Speaker 5: today or moving forward. So on that note, Let’s bring

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Speaker 5: Tia and Karima onto the show. I have the great

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Speaker 5: pleasure of bringing on someone that I grew up with,

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Speaker 5: but she didn’t know it. Tia Mowry was the face

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Speaker 5: of Sister, Sister. If you are a kid from the 90s,

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Speaker 5: like me, then you probably tuned in, and what’s so

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Speaker 5: cool is to now see Tia move into entrepreneurship, going

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Speaker 5: well beyond film and television. You’ve probably seen her things

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Speaker 5: on the cooking show, and now we’re gonna talk about

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Speaker 5: her hair care line for you with her president, Karima.

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Speaker 5: So Tia and Karima, please come on to stage. So excited. Good, good, good.

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Speaker 2: Hello, hello, hello. Yes.

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Speaker 6: Thank you so much for having me, guys. So happy

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Speaker 6: to be here.

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Speaker 2: We’re so happy. So you came in from Los Angeles yesterday.

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Speaker 7: Yes. Okay.

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Speaker 6: Rested?

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Speaker 1: Very well rested. Had a great flight in between jobs

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Speaker 1: right now.

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Speaker 6: As usual. But, you know, I love what I do.

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Speaker 6: And when I heard, you know, about this opportunity, I

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Speaker 6: was like, yes, totally.

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Speaker 2: Let’s go.

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Speaker 5: You do a lot of things.

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Speaker 6: I do.

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Speaker 5: Just from a time management standpoint, like how do you

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Speaker 5: think about all of your different lines of business and

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Speaker 5: where to redirect your energy?

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Speaker 7: Yeah.

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Speaker 6: You know what I really do? I stay present.

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Speaker 1: Meaning I don’t think too much about, like, I don’t

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Speaker 1: know what I’m doing tomorrow.

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Speaker 6: Until later on tonight. You know?

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Speaker 1: I’ll look at my calendar, my schedule, and then I will,

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Speaker 1: you know, see what I have to do. But I

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Speaker 1: think that perspective allows me to stay present and to

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Speaker 1: be where I am, like, 110%, meaning my focus.

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Speaker 6: But, yeah, I prioritize things. I mean, I do, of course,

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Speaker 6: have a calendar.

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Speaker 7: I have help.

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Speaker 1: I think that’s the main thing is realizing that I

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Speaker 1: can’t do all of this on my own. Like I

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Speaker 1: have an incredible support system. And I think what helps

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Speaker 1: drive me is just being passionate, you know, about whatever

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Speaker 1: it is that I’m doing. You know, like I said,

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Speaker 1: I’m juggling so much, but when you love what you

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Speaker 1: do and when you’re passionate about it, time really does fly.

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Speaker 1: So I’m just, I walk with gratitude. I always say

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Speaker 1: where there is appreciation, all things flow.

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Speaker 7: Yeah.

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Speaker 5: Today, we’re going to dive deep into For You.

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Speaker 2: Yes.

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Speaker 5: Some folks in the room might be users of the product.

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Speaker 5: Others might just be learning about it for the first time.

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Speaker 5: So let’s just start with the catalyst for For You.

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Speaker 7: Yeah.

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Speaker 1: I decided, well, I love being an entrepreneur. And I

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Speaker 1: knew I wanted to be one as soon as I

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Speaker 1: heard the word. I was in high school. I didn’t

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Speaker 1: even know how to pronounce it, y’all.

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Speaker 6: I was like, what is that? And then once I

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Speaker 6: knew what it was, I was like, you know what?

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Speaker 1: This is something that I eventually want to do. When

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Speaker 1: I get older, I’m all about community. I’m all about leadership,

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Speaker 1: inspiring and encouraging. And I feel like that’s what, to me,

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Speaker 1: the core of an entrepreneur really, really is. So basically,

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Speaker 1: long story short, I felt like there was a void

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Speaker 1: and a need, especially in the textured hair community. I

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Speaker 1: felt like whenever beauty was discussed, I just didn’t see

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Speaker 1: anyone that looked like me. So representation is really, really

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Speaker 1: important to me. And as I started to embrace my

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Speaker 1: curls and embrace my authenticity and who I am as

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Speaker 1: a person, I started to do research when it came

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Speaker 1: to products. And I was like, I’m very passionate about wellness.

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Speaker 1: And I saw things within the market that said all natural.

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Speaker 7: But different.

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Speaker 6: Does it really mean all natural?

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Speaker 1: And unfortunately, I realized that that was not the case.

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Speaker 1: So I’m passionate about accessibility, sustainability, family, and wellness.

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Speaker 6: So I said, you know what? If you don’t see it,

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Speaker 6: then you can become it.

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Speaker 1: And so I ended up finding an incredible partner, Karima,

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Speaker 1: and we have been side by side since the beginning.

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Speaker 1: And I said, I want to develop something That I

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Speaker 1: am passionate about.

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Speaker 6: And I feel like if I.

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Speaker 1: Know that I wasn’t the only person out there that

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Speaker 1: was looking for these qualifications when it came to a product.

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Speaker 6: So I was like, you know what? Let me do it.

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Speaker 1: And that’s exactly what I did. And we’ve been having

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Speaker 1: an incredible run.

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Speaker 7: I’m just.

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Speaker 1: This is like, I have two children and this is

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Speaker 1: really my third baby. It’s a passion of mine and

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Speaker 1: we’re having so much fun doing it. So basically it

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Speaker 1: was a need and I believed in myself and I said,

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Speaker 1: let me find a partner and let’s go.

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Speaker 5: And so Karima, you come from a background that’s very

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Speaker 5: similar to everyone here in the audience.

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Speaker 2: You had a big.

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Speaker 5: Stint at Johnson and Johnson. And so what was your

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Speaker 5: decision making to sort of join a brand new challenger

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Speaker 5: brand and market?

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Speaker 3: Well, I had spent a lot of time building my

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Speaker 3: career in the beauty industry and I have such a

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Speaker 3: passion for marketing and for products. And so I’ve gotten

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Speaker 3: the chance to build lots of great brands or be

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Speaker 3: part of building lots of great brands. And even within

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Speaker 3: big companies, I’ve always kind of found my way into

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Speaker 3: some of those smaller projects.

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Speaker 2: Where you are really charting new territory.

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Speaker 3: And when this opportunity came up, it just sort of

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Speaker 3: spoke to everything in me. I really have been thinking

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Speaker 3: about how do I become one more intentional about the

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Speaker 3: products that I’m putting into the world and the messages

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Speaker 3: that I’m putting into the world around beauty. And when

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Speaker 3: I met Tia, we just aligned so nicely. And so

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Speaker 3: this was a great opportunity to bring some of that

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Speaker 3: really traditional learning into to a new space and really chart.

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Speaker 2: Some new ground.

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Speaker 3: And I think we are a high performance, clean haircare

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Speaker 3: brand that is designed to work for all curl types.

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Speaker 3: And that is actually very different in the category that

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Speaker 3: we’re in, where we’re able to provide really high efficacy,

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Speaker 3: but with EWG verified formulas in a category that is

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Speaker 3: very familiar with natural ingredients, but not with clean formulations.

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Speaker 3: So it just was sort of like everything aligned and

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Speaker 3: it just was a way to really re-energize the passion

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Speaker 3: that I had developed in beauty, but kind of take

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Speaker 3: it a little bit of more of a risk and

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Speaker 3: help build, help her build out this brand, which has

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Speaker 3: been so rewarding.

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Speaker 7: Yeah.

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Speaker 5: I imagine budgets are different than Johnson and Johnson. And

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Speaker 5: so what was that switch like, right?

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Speaker 2: Where resources are different.

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Speaker 7: Yes.

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Speaker 3: I will say, you know, everyone always says like you

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Speaker 3: want to be really scrappy and I kind of hate

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Speaker 3: that word. But I think we have to really look differently.

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Speaker 3: So coming into hair care, which is a really crowded category,

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Speaker 3: we knew that we had something really different. But to

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Speaker 3: your point, we didn’t have big budgets. We don’t have

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Speaker 3: big paid media spend. But the beauty of a brand

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Speaker 3: like this is so much of it is built around communities.

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Speaker 3: So we’ve had to really think differently about how do

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Speaker 3: we lean into the community around hair care who’s already

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Speaker 3: talking about it? How do we show up where they are?

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Speaker 3: And Tia has been so wonderful as a partner. I’ve

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Speaker 3: worked with other celebrities before, and I think this is

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Speaker 3: very different because this is her brand.

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Speaker 2: She’s given us sort of like a level of access

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Speaker 2: to her and to her community that is unique.

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Speaker 3: So we’ve been able to really start from the ground up.

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Speaker 3: And I think really using organic social and partnerships has

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Speaker 3: been what we’ve leaned into. We are a young brand.

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Speaker 3: We’re only a little bit more than a year old.

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Speaker 3: but we’ve had incredible success.

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Speaker 2: In the first year.

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Speaker 3: And that only comes from developing a community around the

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Speaker 3: brand in kind of unexpected ways.

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Speaker 1: You know, I was on the phone with you the

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Speaker 1: other day and I was saying ever since I was

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Speaker 1: introduced into the world of entertainment, I’ve always been engaging with.

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Speaker 6: My audience and my community.

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Speaker 1: And I always feel, or I remember as a young

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Speaker 1: I remember I would see certain celebrities approach or a

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Speaker 1: fan would approach a celebrity and they were just not

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Speaker 1: nice like they were not kind and I was like

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Speaker 1: it was like mind blowing to me because at the

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Speaker 1: end of the day it’s about understanding the value you

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Speaker 1: know of your community and I think Since the beginning,

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Speaker 1: I’ve always been engaged with them. Like whenever I would

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Speaker 1: get like fan mail, I would be the one that

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Speaker 1: would sit there and literally write out my signature.

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Speaker 6: You know, there was no photocopy or anything like that.

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Speaker 1: So you mentioned community and it’s really important when it

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Speaker 1: comes to our brand because it’s all about them trusting us.

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Speaker 1: It’s all about developing a rapport with them, community, a

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Speaker 1: friendship with them.

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Speaker 6: And it’s been just so much fun, you know?

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Speaker 5: So where is this community living? I know we’re at

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Speaker 5: Meta’s offices, but Brave Commerce is all about candid conversation.

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Speaker 1: I mean, again, like I was telling you, I love

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Speaker 1: engaging with my audience and I’m on all platforms.

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Speaker 6: I’m on TikTok, I’m on Facebook, and I’m on Instagram.

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Speaker 1: And my audience is about 28 million right now. And

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Speaker 1: when I say I literally engage with them online, I do.

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Speaker 1: And authenticity and community is so important to this brand

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Speaker 1: that a lot of the photos that you will see

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Speaker 1: with the product being used are from actual influencers.

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Speaker 6: That use the brand.

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Speaker 1: Like they come to us. It’s not about us saying,

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Speaker 1: we’re going to pay you. No, they come to us

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Speaker 1: and they’re like, oh my gosh, I love this product.

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Speaker 1: Can I be a part of your community? And we’re like, yes, totally.

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Speaker 1: So when you see these photos and when you see

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Speaker 1: this engagement, it’s coming from an organic and authentic place.

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Speaker 1: Like they actually love the brand.

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Speaker 3: And I would just add, I think it’s also about

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Speaker 3: being really intentional and building long-term relationships. So even at

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Speaker 3: the beginning of the brand, one of the things that

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Speaker 3: we were able to do is pull together a number

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Speaker 3: of influencers, hair care enthusiasts, just other small businesses kind

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Speaker 3: of similar to ours, and have a kind of meeting

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Speaker 3: of the minds and brainstorm what’s missing from the category.

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Speaker 3: And why that was so powerful was because when you’re

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Speaker 3: bringing in these influencers, right, like they have access to

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Speaker 3: huge networks as well.

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Speaker 6: And so to be able.

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Speaker 3: To start that dialogue very early and hear from their community,

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Speaker 3: like we’re really missing products that are clean, that have

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Speaker 3: accessible price points. We really want to have confidence in

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Speaker 3: the ingredients that are in the products. So we were

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Speaker 3: able to hear a lot of that early on and

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Speaker 3: build that into our portfolio. but then also go back

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Speaker 3: to that same audience when we’re coming up with new

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Speaker 3: ideas and pull them into our marketing and initiatives. And

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Speaker 3: so you’ll actually see a lot of familiar faces over

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Speaker 3: time with us. And so because we don’t have large budgets,

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Speaker 3: it’s been who can we lean into and build out

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Speaker 3: long-term that will support the brand in lots of unique ways.

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Speaker 5: And so you are the face of the brand.

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Speaker 4: Yeah.

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Speaker 5: But in today’s world, you just cited how influencers are

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Speaker 5: a big part of the growth strategy. How do you

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Speaker 5: think about how people carry your brand voice forward? So

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Speaker 5: they’re representing you, but they’re also representing themselves. Like what’s

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Speaker 5: that sort of brand guideline?

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Speaker 3: One thing that’s interesting is like Tia is the face

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Speaker 3: of the brand, but what’s unique for our category though

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Speaker 3: is there’s kind of an inherent skepticism in it. Meaning

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Speaker 3: we have a proposition that we work across curl types

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Speaker 3: and And so Tia is a really powerful face of

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Speaker 3: the brand. But if you only ever see Tia, you

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Speaker 3: only ever think it’s going to work on hair that

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Speaker 3: looks like hers. And so I think as we think

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Speaker 3: about how to bring the brand forward, it’s about people

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Speaker 3: showing how they’re using it in their own ways and

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Speaker 3: having those proof points across different faces, different hair types.

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Speaker 3: And we heard that very on, like people want to

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Speaker 3: see themselves represented. And that’s something that we’ve had to

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Speaker 3: build into everything because it can’t just be about Tia.

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Speaker 3: She’s a wonderful person. you know, voice of the brand

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Speaker 3: and has a wonderful vision for the brand. But this

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Speaker 3: brand is called for you for a reason. And I

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Speaker 3: know that that was really her inspiration behind it.

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Speaker 1: Yeah, I mean, I’m a huge manifester. And one of

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Speaker 1: my goals for this brand is to have billboards around

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Speaker 1: the U.S. with actual consumers and their faces, like profile

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Speaker 1: photos of them. whether it’s a woman with gray hair

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Speaker 1: or even someone who’s trans using the product. Because again,

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Speaker 1: I think just community, having them involved in the process

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Speaker 1: is so incredibly important. I guess I can even explain

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Speaker 1: the name for you. I’m all about experience. So when

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Speaker 1: somebody is looking at the brand on the shelf and

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Speaker 1: they’re looking at for you, I want them to actually

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Speaker 1: feel seen.

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Speaker 6: I want them to feel heard.

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Speaker 1: I want them to feel like they are a part

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Speaker 1: of the conversation. And I feel like that is really

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Speaker 1: the ethos of this whole brand is just feeling a

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Speaker 1: part of feeling included and feeling valued because for so long,

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Speaker 1: women that looked like me with, you know, curly hair,

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Speaker 1: textured hair, we weren’t a part of the conversation when

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Speaker 1: it came to beauty.

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Speaker 5: So what I thought was interesting is that it’s not

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Speaker 5: just for women. You have men using the product, you

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Speaker 5: have children using the product. Did you know that when

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Speaker 5: you went to market or that was a learning at post-launch?

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Speaker 1: I mean, it was always a goal of mine because,

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Speaker 1: like I said, this brand came from a personal experience.

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Speaker 1: And I have two children and each of my kids,

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Speaker 1: they have different textured products.

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Speaker 5: Hair.

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Speaker 1: And so I just wanted the whole family to be

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Speaker 1: a part of the brand. It’s also about, you know, practicality.

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Speaker 1: For example, when you have different textures within the family,

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Speaker 1: what usually ends up happening is I will buy a

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Speaker 1: product or brand for myself, then I would buy a

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Speaker 1: product or brand for my daughter, and then I would buy,

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Speaker 1: you know, something for my son. And it just becomes overwhelming, right?

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Speaker 1: And I wanted to simplify the whole process. And what

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Speaker 1: better way to do that than to think about, you know,

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Speaker 1: the whole family. It’s a one-stop shop for us. You

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Speaker 1: can get the whole line and it could work for

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Speaker 1: your kids as well as yourself. And not only that,

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Speaker 1: the ingredients are safe and they’re clean. So I feel

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Speaker 1: comfortable having my children also use the brand and the products.

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Speaker 3: And I would just add, I think that that comes

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Speaker 3: from an insight that’s really key to this category.

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Speaker 2: Like, wash days look.

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Speaker 3: Very different in textured hair communities because it can take

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Speaker 3: hours upon hours.

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Speaker 2: And so, for instance, she and I both have two

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Speaker 2: small children.

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Speaker 3: So if I’m washing all of our hair, we could

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Speaker 3: spend our entire Sunday on our hair.

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Speaker 6: We have things to do.

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Speaker 2: And it’s like, how do.

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Speaker 3: You sit all day to allow people to have, you know,

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Speaker 3: the time to enjoy the rest of their lives? And

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Speaker 3: so I think that The family piece of it is

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Speaker 3: a really important insight.

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Speaker 2: Of how people approach their hair care routine.

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Speaker 3: And it leans into everything that we’re doing, whether that

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Speaker 3: is you’ll see our kids in our advertising often. Tia’s

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Speaker 3: kids were like right there at the launch advertising and

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Speaker 3: they’re very prominent. But it also goes into how you

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Speaker 3: think about pricing because we know that people are using

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Speaker 3: products across their families and are using a lot of

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Speaker 3: product per wash.

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Speaker 2: When you have, you know, big luxurious curls.

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Speaker 1: And even talking about guys, like I have a trainer

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Speaker 1: and he has amazing curly hair and as soon as

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Speaker 1: I met him and I saw his hair texture, I was.

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Speaker 6: Like, oh my God, I have something for you.

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Speaker 1: And literally just two days ago, he had texted me

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Speaker 1: and he was like, oh my gosh, thank you so

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Speaker 1: much for your products.

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Speaker 6: He said, my curls are popping. And I’m like, aw,

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Speaker 6: I love hearing that.

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Speaker 1: And then also I have another friend that his whole

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Speaker 1: family uses the products. His wife does, his two kids,

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Speaker 1: they do, and then he uses the oil that we

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Speaker 1: have in his beard. So again, it’s just really cool

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Speaker 1: to have a brand that speaks to the whole family.

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Speaker 5: Love the TAM expansion for beards. Two things I want

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Speaker 5: to dive into on the business side. So you talked

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Speaker 5: about how competitive the market is, right? Like wellness, hair care, beauty,

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Speaker 5: and a lot of the categories here, like 2% to 3%

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Speaker 5: year-over-year growth is great because it’s so highly competitive. As

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Speaker 5: a curly hair person, it’s very hard to get me

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Speaker 5: to switch because I’m so scared that the next product

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Speaker 5: just won’t work and I’ll have a bad hair day.

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Speaker 5: So how do you convince people to switch?

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Speaker 3: Yeah, I think for us, that’s really about showing people

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Speaker 3: the results. And so to the point earlier where people

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Speaker 3: need to see themselves so We actually learned this early

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Speaker 3: on when we first launched and going through all of

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Speaker 3: our consumer research and seeing how people were engaging with

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Speaker 3: our website. If you don’t see hair that looks like yours,

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Speaker 3: you’re kind of like, I don’t know if this works

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Speaker 3: for me. And that’s why we’re not using influencers just

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Speaker 3: for the sake of using influencers.

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Speaker 2: And we’re not even using big mega influencers.

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Speaker 3: We really have really tapped into a micro and nano

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Speaker 3: strategy that allows you to see people that look like

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Speaker 3: you on a regular basis. And so I think the

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Speaker 3: best way to convince someone to switch is to show

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Speaker 3: them the result of someone who is aspirational for them.

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Speaker 3: And so that’s really where we’ve tried to focus in.

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Speaker 3: And I think the other part is there’s a lot

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Speaker 3: of storytelling that goes into the brand. And so we’re

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Speaker 3: telling you, you know, we’re clean, we’re all of these things,

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Speaker 3: but really bringing to life, like, what is our technology?

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Speaker 3: So when we say that we have clean ingredients, what

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Speaker 3: does that mean? And helping to educate along the way.

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Speaker 3: And so we will continue to educate on the brand,

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Speaker 3: educate on our brand story to give you those nuggets of, well,

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Speaker 3: why is this actually different than something else in the market?

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Speaker 5: I imagine that’s hard to do when the product is

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Speaker 5: available at Walmart.

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Speaker 7: Yes.

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Speaker 4: Right?

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Speaker 5: Drive trial, experimentation there. So I would love to talk

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Speaker 5: about Walmart. So when a challenger brand historically has come

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Speaker 5: to market, they’ll launch a Shopify site, they’ll start buying

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Speaker 5: Facebook ads, and they’re running a D2C business. You guys

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Speaker 5: didn’t take that strategy.

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Speaker 6: You went straight to Walmart.

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Speaker 1: Why? I mean, for me, you use the word intentional.

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Speaker 1: This brand is very intentional. And when we had conversations

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Speaker 1: with Walmart, they were just a great fit. It like

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Speaker 1: really aligned with the things that we are passionate about.

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Speaker 6: Number one, what they.

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Speaker 1: Were very supportive with was supporting an actual black owned.

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Speaker 6: Business, which I thought was just so fantastic.

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Speaker 1: There are many brands out there that are specifically for

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Speaker 1: women of color, but they’re not necessarily owned. And I

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Speaker 1: feel like consumers are so smart too now. They want

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Speaker 1: to know the whole story. And Walmart, they were very

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Speaker 1: supportive in that. Another thing that Walmart, they were great

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Speaker 1: with was they were very passionate about sustainability. It was

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Speaker 1: something that they really wanted to get in business with.

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Speaker 1: So basically, I will say that All of the things

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Speaker 1: that we are passionate about and what this brand stands for,

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Speaker 1: they are too. And I just felt like it was

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Speaker 1: just a great fit, accessibility. You were talking about this

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Speaker 1: is a high-performing brand with incredible ingredients, but it’s also

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Speaker 1: at an affordable price. And that was very, very, very

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Speaker 1: important to me. And that’s Walmart. So they just really

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Speaker 1: understood that. and fostered and nurtured all of the things

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Speaker 1: that we are passionate about. And it’s like with just

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Speaker 1: any relationship, right? There has to be some sort of alignment.

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Speaker 1: You just don’t want to just get into bed with

428
00:21:41,590 –> 00:21:44,630
Speaker 1: somebody just to get into bed. So we are very,

429
00:21:44,950 –> 00:21:48,370
Speaker 1: very intentional when it comes to our distributors and who

430
00:21:48,410 –> 00:21:49,470
Speaker 1: we want to partner with.

431
00:21:50,230 –> 00:21:52,970
Speaker 3: And I would just add, I think as a smaller brand,

432
00:21:52,990 –> 00:21:56,830
Speaker 3: you have to make choices about how many relationships can

433
00:21:56,869 –> 00:21:58,930
Speaker 3: you actually go after in your first year. And so

434
00:21:59,510 –> 00:22:01,350
Speaker 3: for us because they shared our same vision.

435
00:22:01,390 –> 00:22:02,630
Speaker 2: And so being.

436
00:22:02,510 –> 00:22:05,250
Speaker 3: Able to really focus on Walmart allowed us to really

437
00:22:05,330 –> 00:22:07,670
Speaker 3: build out in depth with them. And so we’re not

438
00:22:07,790 –> 00:22:10,949
Speaker 3: just showing up at a shelf in Walmart. We’ve committed

439
00:22:10,990 –> 00:22:15,170
Speaker 3: with them for a year plus in building out the brand.

440
00:22:15,190 –> 00:22:17,449
Speaker 3: And so they’ve been great partners in helping give us

441
00:22:18,050 –> 00:22:21,490
Speaker 3: access to some of their resources and helping to support

442
00:22:21,540 –> 00:22:24,480
Speaker 3: this brand. And that was really, really a critical step

443
00:22:24,500 –> 00:22:26,240
Speaker 3: for us in building out in this first year. And

444
00:22:26,300 –> 00:22:29,830
Speaker 3: so it’s not that our DTC site’s not important and

445
00:22:29,850 –> 00:22:32,230
Speaker 3: we’re not going to build out there. That’s incredibly important

446
00:22:32,270 –> 00:22:34,310
Speaker 3: to tell our brand story and to build our community.

447
00:22:34,810 –> 00:22:37,010
Speaker 3: But I think we were able to sort of underscore

448
00:22:37,050 –> 00:22:39,010
Speaker 3: the point of accessibility by.

449
00:22:38,869 –> 00:22:39,730
Speaker 2: Launching in Walmart.

450
00:22:39,770 –> 00:22:42,570
Speaker 3: And we were able to really focus on building out

451
00:22:42,609 –> 00:22:46,120
Speaker 3: with one retailer really strongly in our first year while

452
00:22:46,160 –> 00:22:48,580
Speaker 3: we sort of prepare ourselves for the rest of our expansion, which,

453
00:22:49,020 –> 00:22:50,859
Speaker 3: you know, as a smaller team, that’s going to be important.

454
00:22:50,920 –> 00:22:52,899
Speaker 2: It’s like, how do you, how do we focus? That

455
00:22:52,920 –> 00:22:54,090
Speaker 2: was a great entry for us.

456
00:22:54,220 –> 00:22:56,200
Speaker 5: Any indication where you’ll go after Walmart?

457
00:23:00,030 –> 00:23:03,709
Speaker 3: We are exploring that now. So we will be expanding

458
00:23:03,760 –> 00:23:06,220
Speaker 3: outside of Walmart this year. And the nice thing is

459
00:23:06,240 –> 00:23:08,000
Speaker 3: we’re able to do that with their full support too.

460
00:23:08,040 –> 00:23:11,060
Speaker 3: And so we’ve sort of been preparing for that, right?

461
00:23:11,100 –> 00:23:13,380
Speaker 3: And so it’s like all ships rise together. And so

462
00:23:13,720 –> 00:23:16,600
Speaker 3: what’s important for us is we’ve seen being able to

463
00:23:16,640 –> 00:23:19,540
Speaker 3: build out with that depth and being able to have

464
00:23:19,619 –> 00:23:22,870
Speaker 3: Tia lean into the Walmart relationship or promote in store

465
00:23:22,880 –> 00:23:24,410
Speaker 3: and all of that stuff. We want to be able

466
00:23:24,430 –> 00:23:26,110
Speaker 3: to do that with our next retail partners as well.

467
00:23:26,170 –> 00:23:28,409
Speaker 3: And so We will be expanding.

468
00:23:28,010 –> 00:23:30,879
Speaker 2: Outside of Walmart. I cannot share yet where, but we

469
00:23:30,890 –> 00:23:31,680
Speaker 2: will be in more stores.

470
00:23:31,700 –> 00:23:34,379
Speaker 3: Our goal is accessibility and to just be wherever our

471
00:23:34,440 –> 00:23:35,360
Speaker 3: customers shop.

472
00:23:36,119 –> 00:23:38,200
Speaker 6: Very exciting. Extremely exciting.

473
00:23:38,580 –> 00:23:40,980
Speaker 5: So I got to ask you guys our famous last question,

474
00:23:41,619 –> 00:23:43,560
Speaker 5: which is, what’s the bravest thing you’ve ever done?

475
00:23:44,780 –> 00:23:45,580
Speaker 2: Karima, you can go first.

476
00:23:46,260 –> 00:23:46,619
Speaker 6: OK.

477
00:23:48,700 –> 00:23:50,359
Speaker 2: I love this question. It’s a very hard one.

478
00:23:50,380 –> 00:23:53,280
Speaker 3: I think staying on theme a bit, I think I

479
00:23:53,300 –> 00:23:56,060
Speaker 3: think stepping into this role is actually one of the greatest.

480
00:23:55,800 –> 00:23:56,360
Speaker 2: Things I’ve done.

481
00:23:56,400 –> 00:23:59,220
Speaker 3: You know, prior to this, I was, you know, leading

482
00:23:59,290 –> 00:24:02,050
Speaker 3: a global marketing organization at a publicly traded company at

483
00:24:02,070 –> 00:24:05,530
Speaker 3: a really large business. And so stepping out of that

484
00:24:05,570 –> 00:24:08,350
Speaker 3: into something where you’re starting from the beginning, you hadn’t

485
00:24:08,410 –> 00:24:11,260
Speaker 3: sold a product yet, but you have this idea. And

486
00:24:11,340 –> 00:24:14,760
Speaker 3: so it’s challenging in a very different way. But I

487
00:24:14,780 –> 00:24:17,100
Speaker 3: will say it’s really, really energizing and just sort of

488
00:24:17,160 –> 00:24:20,960
Speaker 3: makes me excited about my job again. Not that the

489
00:24:21,010 –> 00:24:23,130
Speaker 3: other one wasn’t, but it’s exciting in a different way

490
00:24:23,190 –> 00:24:27,690
Speaker 3: because you really have the freedom to take risks because

491
00:24:28,170 –> 00:24:30,330
Speaker 3: you’re small enough where you can really take those risks

492
00:24:30,390 –> 00:24:33,450
Speaker 3: and it’s safe. But it’s been really, really rewarding to

493
00:24:33,520 –> 00:24:36,600
Speaker 3: kind of start from the ground up and see what

494
00:24:36,680 –> 00:24:38,940
Speaker 3: can I take from all of the things, the experiences

495
00:24:38,960 –> 00:24:40,679
Speaker 3: that I’ve had and pull them into this one and

496
00:24:40,720 –> 00:24:43,580
Speaker 3: make something really, really different. So I think at the

497
00:24:43,619 –> 00:24:46,560
Speaker 3: time I wouldn’t have called it brave. But I think

498
00:24:46,580 –> 00:24:49,120
Speaker 3: looking back, it feels like a brave but a very

499
00:24:49,180 –> 00:24:50,240
Speaker 3: smart decision to make.

500
00:24:50,640 –> 00:24:56,680
Speaker 6: For me, I think, so I’m an actress, right? That

501
00:24:56,720 –> 00:24:59,669
Speaker 6: was kind of like my point of entry into the

502
00:24:59,770 –> 00:25:01,550
Speaker 6: entertainment industry.

503
00:25:02,470 –> 00:25:05,709
Speaker 1: But I’ve also realized as I’ve gotten older that I

504
00:25:05,750 –> 00:25:08,590
Speaker 1: wear so many different hats and I’m so passionate about

505
00:25:08,790 –> 00:25:09,389
Speaker 1: many things.

506
00:25:10,340 –> 00:25:12,639
Speaker 6: And I love to cook.

507
00:25:13,220 –> 00:25:14,740
Speaker 1: So I think one of the bravest things that I’ve

508
00:25:14,780 –> 00:25:20,810
Speaker 1: ever done was actually get into the culinary industry. And

509
00:25:20,830 –> 00:25:23,870
Speaker 1: I remember, you know, telling my manager and my team,

510
00:25:24,609 –> 00:25:27,669
Speaker 1: I was like, I want to have my own cooking show.

511
00:25:28,470 –> 00:25:31,350
Speaker 1: And they looked at me like I was crazy. But

512
00:25:32,210 –> 00:25:35,510
Speaker 1: I ended up doing that. You mentioned earlier I had

513
00:25:35,590 –> 00:25:38,250
Speaker 1: my own show called Tia Mori at Home on the

514
00:25:38,270 –> 00:25:40,639
Speaker 1: Cooking Channel, which is a sister network to Food Network.

515
00:25:41,520 –> 00:25:46,659
Speaker 1: And this woman was producing me my show who produces

516
00:25:46,840 –> 00:25:51,000
Speaker 1: shows for Giada and Bobby Flay. And I remember the

517
00:25:51,200 –> 00:25:55,560
Speaker 1: first day on set, I was sweating bullets.

518
00:25:55,800 –> 00:25:58,399
Speaker 6: I was literally looking into the camera and I was like,

519
00:25:58,420 –> 00:25:59,460
Speaker 6: what are you doing?

520
00:25:59,480 –> 00:26:03,129
Speaker 1: I explain it like when you tap your head and

521
00:26:03,150 –> 00:26:05,170
Speaker 1: try to rub your belly at the same time, when

522
00:26:05,190 –> 00:26:07,830
Speaker 1: you’re having to have to cook in front of a camera.

523
00:26:08,090 –> 00:26:10,250
Speaker 6: And I’m used to having scripts. You know what I mean?

524
00:26:10,350 –> 00:26:11,670
Speaker 6: I know what to say.

525
00:26:11,730 –> 00:26:14,340
Speaker 1: I’ll memorize my lines and I go out there. With

526
00:26:14,380 –> 00:26:17,840
Speaker 1: a cooking show, there are no scripts. You’re just talking

527
00:26:17,880 –> 00:26:20,180
Speaker 1: to the camera like as if it’s your best friend

528
00:26:20,359 –> 00:26:21,580
Speaker 1: and you’re just cooking away.

529
00:26:22,140 –> 00:26:25,070
Speaker 6: And I ended up doing that show for three years.

530
00:26:25,570 –> 00:26:28,869
Speaker 1: I now have my own YouTube channel called Tia Mowry’s

531
00:26:29,109 –> 00:26:32,510
Speaker 1: Quick Fix Kitchen. We’ve been doing it for six years.

532
00:26:32,530 –> 00:26:36,000
Speaker 1: I have done some amazing things with that channel. We

533
00:26:36,320 –> 00:26:40,060
Speaker 1: have licensed some episodes, but basically… I say that all

534
00:26:40,080 –> 00:26:42,760
Speaker 1: to say, I have two cookbooks that have come out,

535
00:26:43,080 –> 00:26:46,820
Speaker 1: and Giada De Laurentiis, she forwarded one of those.

536
00:26:47,260 –> 00:26:51,570
Speaker 6: And she’s like my friend now. I mean, like, crazy, right?

537
00:26:51,680 –> 00:26:55,669
Speaker 1: But I’m addicted now to looking at fear right in

538
00:26:55,690 –> 00:26:56,149
Speaker 1: the face.

539
00:26:56,570 –> 00:26:57,730
Speaker 6: And I’m like, if I could.

540
00:26:57,630 –> 00:27:00,830
Speaker 1: Do that, I can, you know, have my own brand.

541
00:27:00,890 –> 00:27:03,470
Speaker 1: I could pretty much do anything that I put my

542
00:27:03,530 –> 00:27:07,030
Speaker 1: mind to. It’s just using that muscle, you know? But

543
00:27:07,270 –> 00:27:08,710
Speaker 1: I would say that’s the bravest.

544
00:27:08,430 –> 00:27:13,210
Speaker 6: Thing Well, this was totally unscripted. And we are proud

545
00:27:13,270 –> 00:27:14,310
Speaker 6: of both of your bravery.

546
00:27:14,330 –> 00:27:15,149
Speaker 2: Thank you.

547
00:27:15,210 –> 00:27:18,149
Speaker 5: Hit Walmart. Get for you. Give it to a curly

548
00:27:18,190 –> 00:27:20,609
Speaker 5: hair person. And thank you guys for sharing.

549
00:27:20,630 –> 00:27:21,730
Speaker 6: Thank you.

550
00:27:25,070 –> 00:27:25,870
Speaker 4: Thanks for listening.

551
00:27:26,210 –> 00:27:28,730
Speaker 5: Please leave us a rating and review on Apple Podcasts.

552
00:27:28,850 –> 00:27:32,230
Speaker 4: Follow us on Spotify and Google Podcasts. And don’t forget

553
00:27:32,270 –> 00:27:33,390
Speaker 4: to share this link with a friend.

554
00:27:43,630 –> 00:27:45,040
Speaker 2: Thank you.

555
00:27:58,730 –> 00:28:02,690
Speaker 7: Hi, I’m Jackie Cooper, Global Chief Brand Officer at Edelman

556
00:28:02,730 –> 00:28:05,490
Speaker 7: and the host of Touch of Truth, a new podcast

557
00:28:05,550 –> 00:28:08,990
Speaker 7: launching on the Adweek Podcast Network. My dad gave me

558
00:28:09,010 –> 00:28:12,709
Speaker 7: this incredibly smart piece of advice. Meet everyone once. As

559
00:28:12,750 –> 00:28:15,050
Speaker 7: a result, I’ve met some of the most fascinating and

560
00:28:15,130 –> 00:28:18,260
Speaker 7: inspiring people on the planet. Now on Touch of Truth,

561
00:28:18,460 –> 00:28:21,719
Speaker 7: we’re coming centre stage and sharing the mic to experience

562
00:28:21,770 –> 00:28:24,629
Speaker 7: stories of truth, insights and visions for the future that

563
00:28:24,650 –> 00:28:27,119
Speaker 7: will challenge your way of thinking. Touch of Truth is

564
00:28:27,180 –> 00:28:30,709
Speaker 7: available wherever you listen to podcasts. New episodes come out

565
00:28:30,910 –> 00:28:32,970
Speaker 7: every Tuesday. I do hope to see you there.