Which product didn't do as well as you expected? What did you learn from that experience?
I had this Ruby Slippers Red Eyeliner that never took off. I realized no one looks good when they look like they need Penicillin.
Tell us one unexpected way you use a cult product.
Hangover Replenishing Face Primer is one of our bestselling primers, but I use it as an overnight skin boosting serum when I'm feeling tired. The coconut water, probiotic-based ingredients, and hyaluronic acid make me feel 10 years younger.
What is your best advice to someone trying to break into the beauty industry in 2016?
You must have a very unique, authentic, and specific angle based in innovation that you and you alone will bring to the industry — whether it's formulation-specific, theme, or your distinct view of the world. You don't always have to do something better, but you do have to do something different and that's how you will carve out long-term success in the industry. Most importantly, never give up if you believe in your heart and your soul that you've got something the world needs.