Rebuilding Life, Home, and Identity with Sheena Zadeh, Kosas Founder

24:41Then I got one of those little printers. Like it was really that story. We're like very in that stage right now. And my husband's so exhausted by it, but like he's about to be on paper with the like dream investor and I'm like remember every second of this it's so fun like this is the best like I was like right now has been wonderful and it's about to get really in a great way like every stage is great but I was like it's about to get really crazy just remember how cute it is that you get to like hand write every note right now yeah and just remember that like it's not corporate yet like I had to have I mean after 11 years and like a real organization that's running.

25:18And I still, to this day, don't like the idea of process and like meetings and stuff like it. I don't always know what it's for. And then somebody told me it's because you, when you were just one person, when you had the idea, you also like did it and you were, it was all coming out of one person's head. Like, it's not like that anymore. So there's multiple people involved. Therefore you need a process. They need to know what happens in your brain. Here's the process. They need to talk to each other because it's not just one person. But you have an office? Yeah, we have an office. Yeah, I was like, there needs to be like a hub.

25:52Because I do really love being with people in person. We call it the hub. Yeah, that's what it is. I think I love like, you know, LPA set up like that where we just meet like, you know, three times a month or whatever. And I'm like, I get so happy to be around everybody. But I do need to like be alone to get my inspiration. But I love work. I love like the bounce back with people. Oh, it's so it's so collaborative. That's the thing. and we're there there's always someone there like we're myself I'm in there two to three days a week everyone's in there all the time because we're making physical things at the end of the day like you're shooting a campaign you're creating product you're like iterating you're testing you're touching things like which I love it's not it's not just like moving pixels like there's real stuff involved yeah yeah yeah it's tactile which is nice how many products do you guys have right now how many categories do you have in I should know that that's okay I don't know I could literally ask chat GBT right now yeah Yeah, I know.

26:42That's how I would answer the question. How many products do I have? Let's ask chat. Where'd you get the name Kosas from? It's a Sanskrit word. Oh, amazing. It's a philosophy. It's a Vedic philosophy about the layers of the self. And it's like all about how you look is a manifestation of who you truly are. That's something I've so, it's a way of saying like, the way you look is all about your energy. Very on brand for you. What is your favorite product? It must be the concealer, right? Yeah, definitely. It's like so special. and it's always been. And I knew it from the first second that I tried it.

27:13And I love that it happened when it happened. Like it's, it's like an OG thing. Like it's like from 2019, there weren't that many people involved in the creation of that product. It happened very quickly. Things just don't like develop that way. Now the process is a lot longer. It's a lot more complex. There's a lot more people involved in it. And like, I don't know, that was so weird. It came to me in a like, you know, when you get like the ranch to go dressing cup, like a plastic ramekin. It was given to me by the chemist who was, we had like five people on our team. One was a chemist, which was like a decision I made because I love to make stuff so much.

27:53And she gave me this ranch dressing plastic thingy and it had that concealer in it. And I like, it only took one drop of me touching it and going like that on my face to be like, wow. Yeah. Immediately. Yes. You have really good intuition, which I know you've spoken about. So it seems like this was one of those, like the concealer was almost like, you know, like something happens, you're like following your intuition and then everything just like falls into place. It was like the concealer feels like that moment for you. It was that it was a moment like that. And then I had to go through many years after that, like through years of growth where I wasn't listening to my intuition.

28:30Just because there's so many voices, other people's voices. I'm sure it's like, well, we need to do that again. And what's going to be the next thing? And we need to do all this assessment and like, you know, on everything. And I think I went through probably four or five years of like, almost like my intuition wasn't talking to me anymore because I wasn't listening to it. That's kind of how it works. It's like, well, if you're not going to listen, we're not going to keep. There's so much pressure, right? But when something takes off that intensely and you have a team, you're chasing. It's like, we got to chase what just happened.

28:58Like, what's going to be the, you know, and it probably feels like there's like a lot of financial pressure to have like everything be like a banger. Yeah, you don't want to make, it makes the stakes of a mistake go up. And I can't back up a decision by just saying it was my intuition. I actually kind of can now. I feel that like I've come back to that. But I didn't really feel confident. And I didn't feel like it was responsible. Like I felt like I'm like, this is high stakes. Like I, you know, I have to do my diligence on everything in a different kind of way. There's a lot more like long process oriented.

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33:16At what point did you fundraise? First fundraise was about three years into the life of the business. So I started the brand and like launched it in 2015 and we did our first fundraise in 2018. Amazing. And it was like, it was a different era. It was like that. Remember that time when it was like venture capital all over the place? Like, and they were looking for brands. Yeah. Like it was, and that's how they, like, Costas was one of the brands that they were looking for. The category was hot. It was very easy. It wasn't a difficult process. It was so, like, it's to be able to see things in longer term and understand, like, it's not always because you're awesome.

33:52It's like sometimes just because, like, it's a really good time for that. 100 fucking percent. I see that happen all the time. I'm like, that person was just in the right place at the right time. Yeah. Which doesn't diminish the chance that they got, but like life works like that. No, it was very right place, right time. I don't know that that would be possible now. I mean, the brand is so beautiful and has totally just become a mainstay. It's like a very interesting thing to be on the outside and to watch makeup happen so much, right? And it's like, oh now we have this and now we have that and da da da da but like you true cosis is just truly like from my perspective it doesn't feel like you have to like do anything to try to remain that like like a remain top of mind to people or like do anything to like get people's attention or like do all these like grabby things it's just like it it's just it's like it's here and it's not going anywhere we're going back to it really nice to hear but totally because it's you see so many brands that are like constantly doing like these activations and these things and it's like, well, that, which is like exciting and totally necessary.

34:59But it also feels kind of cool to be like, Hey, we're just like being over here being consistent.

35:08It just works over here. We've gotten used to it. How did you ever get caught up in that? I mean, I do absolutely like get caught up in the like, fuck, like they're doing this thing. Like, am I supposed to be doing that? Of course. All the time. That's like, there's people on my team's like entire job and everyone has. It's like you have to because that means you're an expert and you're participating in your industry. So you do have to have an eye on what everyone's doing, but then like not have it. What happened is once we got to a size where it's not that we do all of those things, but we have to plan them in advance.

35:41Like I can't last minute spin up a whole entire event. So it's like, it's planned for the year and this is what's happening. And like, it's not as nimble as, as I would, I mean, it's also fun when it is nimble, but because of that, it's like, I'm just taking in the information and without necessarily acting on it all the time. But we do a lot too. Yeah. Oh my God. You guys do a lot. It's amazing. But I do think that it just seems like you're like comfortable in your skin. I love that it's coming across like that. That makes me very happy to hear because I wouldn't want it to feel thirsty necessarily.

36:15No, it doesn't. In every product you just know is going to be like so good. Like when I got sent the plumping mist, or is that what it's called? The plumping? The serum spray. That one. I was just like, it's like never left my bathroom. You know what I mean? That's one thing I panic if I run out of. You just like wake up and you spray it on. Like you have to. Every day. Yeah. There's no, I do it at night before I do that. And I do something for my acne, but like those two things like go on before I put anything on my skin. And it's like, and then when you guys launched eyeliner, it's like, that's the black eyeliner that I use.

36:45You know, I was like, it's going in my eyeball. I know that it's not going to hurt my face. It lasts, it goes on so smooth. Even when you first, when you guys first came out with the, what do you call like your lip, the like gel, it's the jelly? Your lip stuff. The lip oil? Oh, the lip oils. Yeah. I've had those for, it's so funny I guess sometimes I'm like, can everybody get together and have a meeting and be like, okay, this brand is going to do this thing. And like this brand is going to do this thing because there's so much stuff. And it just gives me anxiety in terms of like stuff. I know.

37:19You know, things getting like sent out. Stuff gives me anxiety too. So it's so much stuff. And like that lip oil, it just like crushes all the other like lippy things. Thank you. So it's like, just like Kosas, just like nobody else needs to make it because like Kosas made the lip oil. It's like, you need a concealer, you need a lip oil. I know. It's like, can we have an agreement? I totally know. Nobody has to like waste money doing it. Yeah. It's like this one's this one's already really good. It's really good. I do in product development. That's a conversation we have. I'm sure it's like if someone suggests like do we need to do like this kind of product?

37:52And I'm like, but this one that's out there is like pretty perfect. I don't think so. Yeah. Yeah. I imagine that's the conversation is happening all the time. How many years out are you guys having a product plan? Like a couple? we just met on 2028 i know i was like really i'm a year out and i hate it i know i feel that way too i want it now obviously you only use all your own stuff only and yeah you don't need anything from anyone else i won't my skin's too sensitive what's your skin routine it's so simple it's embarrassing kind of and i went amazing i went through like i went through so much difficulty with my skin now i'm seeing my daughter have what took me all my life basically to figure out like She's learned it at this young age, and I'm so happy for her because I'm like that.

38:37It was so distressing going through that period in my late teens, early 20s, and just the skin every day was such an issue. But my skin routine is I double cleanse. I oil cleanse, gel cleanse. We have that. We make a double cleanse system. So oil cleanse, and I oil cleanse for longer than you would think is enough time. It takes a while. You have to emulsify everything on your face. You really do. And you like want to get layer after layer. You want to go deeper. It's like I'm and I do this with like cleaning and dishes too. Like you need to go a little slow. You rush, it's going to have like shit on it.

39:13You don't want that. So I do that cleanse. I do the second cleanse. I hot towel everything off. I use only two products ever. And there are ones that I've created. And one of them is that serum spray. That's it. if I do anything else, it's every once in a while where like I might do a facial massage with like a very specific face oil or something like that. That's all you're doing for like routine maintenance? For day-to-day skincare. That's not, no, that's not all I do all the time. I do microneedling with PRP. Oh, I was like, you'll do at-home face massage with your own. Yeah, I'll do it myself.

39:50Yeah. I'm on like face massage TikTok. I just need to like do it myself. I just feel like I have so many steps. I'm like, I need another thing. I, it's like fun. Yeah. I don't know. Or I'll just like do it in bed. Yeah. A wash up moment. Or I could just see it. Like I can see when my like trap is pulling on my neck and it's pulling on my jowl and I can feel it. And so I'm like, we're not going to, no, we're not doing that right now. Yeah. Yeah. So what else, what's your PRP? PRP with microneedling that I'll do a clear and brilliant laser. And like, I'll actually do that all in one day. Oh, great.

40:24Yeah. In like twice a year that has been that I started doing three years ago and I see the cumulative benefit of it now. So like that's what now when I do it, it like looks really good. The deep dive I've gone into on the Internet on like every forum possible to just be like, what are the maintenance things? Because you can get caught up in so many things. It's all of it has just said, if you do anything, it's like microneedling. I know it works so well. I just did it too. I just did it on the, I got bit by a dog and I know it was like, this was like full open. It healed well, but then a couple of weeks ago, this scar started getting really chunky.

41:05Yeah, that happens. And I microneedled it last week with exosomes and it just like blasted it and it made it like bright red, but now it's all flat. And the one on my forehead. Today I noticed I was like, it's been like peeling. And I was like, it's fucking gone. It's flat. You went somewhere and had someone do it. Yeah. I go to my I go to Dr. Payment at Plastic Docs. Do they use a manual microneedle or do they use like one of those like a little gun thing? A gun thing. They use a gun thing. Yeah. But but sometimes they'll do I know I have like another facial set or do like the manual one. But she just did it on here just like really light.

41:37She does it really lightly. And then like a week later, I'm like, oh, I'm a baby. yeah it's so good it's amazing and apparently it works really well like for jowls and all those things that like you know totally you're in your 40 i'm 42 yeah i'm about to be 40 in november oh my god we're three you're you're scorpion i'm november also november 12th yeah i'm fucking november 12th wait we have the same birthday oh my god what that's amazing that is amazing i didn't know that us and uh ross from friends like the actor yeah or the character no i like to know the character wait actually yeah like yeah what's his real name oh my god whatever david schwimmer david schwimmer david schwimmer yeah we share a birthday with david schwimmer oh no way okay that's so funny that's really funny that's so funny you're november 12th yeah no oh my god amazing we are very like you're describing yourself and i'm like this is exactly me yes you feel it i've gotten a little nervous about like my add affecting me and this like because I have to do a fundraise before I launch because I don't I need so much capital for my product.

42:42Yeah. And you have credibility. So you can. Yeah. Which I'm like, OK, I'm 40 and I can do what I mean. I've like done this for a long time. I feel like very confident. But I did just hire a life coach who works with entrepreneurs who to help me be. He's like we've like talked through what the first hire is going to be. He's like, it's an operator. He's like because I was like, I don't want to be CEO. I was like, I need to hire a CEO. Yeah, I'm not I need to report to someone like I I don't need to try to be a hero. You know, I think a lot of women feel like they need to be like, I'm going to fundraise and I'm going to run this.

43:12And then like two years later, everyone's like, so that woman was miserable to work with. I'm like, yeah, no, she was not that. And by the way, a lot of that is exacerbated lies. But I just I'm like, I would just rather somebody who has like a lot of industry experience put this thing together. And he was like, you know what? He's like, if you're actually doing the fundraising and you're doing the creative, it's like, that's technically what a CEO is. So he's like, you can't give yourself that title, but like hire an operator, just hire a COO first and like have that person set up everything. And so I'm like, I feel really excited about this like next step, but I'm very much like you are.

43:43I'm like, we don't want to be in an office all the time. Like we need a hub. And like, I believe everybody's going to do their best. I'm not going to micromanage you, but like, please let me trust you that you're going to get your, you're going to like love this. Yeah. It's like exciting to be able to be in the position that you're in now having like the work that you've done behind you and like being in a place where you can attract and pay. There's going to be people who want to work with you who are phenomenally talented. Like that's exciting. It's scary to start over. It's a place to get to, I know.

44:10But it's kind of, you're kind of not, it's not like you're going all the way, like you're at a, starting from a different shelf. Yeah. What do you see in the future for Kosas? You want to own it forever? You want to like have an exit? Are you allowed to talk about that? Not really. I'm not really allowed to talk about that. I mean, it's a business. I love this brand though. And like, I wouldn't want to go anyway. It's also weird because it's been 11 years and that feels like nothing. I have barely scratched the surface of like, I'm like, okay, like maybe in like, if I do this work in like, in a couple of years, like it'll look the way that I want it to.

44:50And I've been saying that this entire time. It's not. Yeah. I know exactly what you mean I just want to do collection after collection why would I go anywhere else when this brand is already here like to think about going all the way backwards and like building all the way to where this point is I feel like only now can I start to actually like really run and like express and like start creating things that I really want to and also in like a big meaningful way because there's like it's like people are going to see it like there's something about that when you're like a creative person and you do it and then you get to like put it out there and then like see how it all lands and everything.

45:32And the fact that like that scale is getting bigger and like that stage is getting bigger. That's just exciting. I'm like, I feel, it feels very still young to me. I'll ask because I feel like we come from this like generation of like fundraising with, which especially with BC was always like really encouraging to like get as big as possible as quickly as possible have this big sale get the fucking press on it like all these women for a long time were like I raised this much money I'm having like this exit I'm doing this and a lot of those women that I talked to have all said I don't I'm sad I miss it I should have stayed I would have made the same amount of money by the way if I like didn't leave you know I could like it accumulates over time if like you know if money keeps growing motivation.

46:16Yeah. And then like, I couldn't imagine watching my baby that I raised for, it's like your daughter's the same age as the brand, right? And you're just like, see you later. And you just hope that somebody else doesn't like fuck it up. And I know, I know it wouldn't, like if I stepped away from it right now, I wouldn't, I wouldn't want to do that. Cause then also I'd be bored out of my mind, but it is, yes. When you fundraise, that means that some people, those people like have made an investment, they would like to get paid back. They want to make money on that. Like that is not something that I think for when we were starting out.

46:46We didn't think about it like that. It was just like headlines. It was flashy, flashy headlines. That's not healthy. But the reality of it is that the people need to get paid back. It doesn't mean you have to do that. Like there's many ways that that can happen, right? And they need to get paid back how much they want to get paid back too. But there's like many paths to that. I don't know that I know what they all are right now. Like the easy one that has been going on for a long time is to sell it to somebody else. yeah there are a lot of really cool I learn all the time like my girlfriend's phone doe and like Margaret is like I'll always be like that kind of like a dumb question but like when you you know when you do this but then she's like oh well there's like options for that you could and I'm like oh my god yeah there's like Erica Malbon from Malbon is so good she's like oh man that's no big deal you just like do this and then like that happens in like three years you're gonna do it and I was like oh that's why you're so successful because you know all the like tricky ways like interesting and this is where like my one advice piece of advice to everybody would love to know yours is to like get a good lawyer, even if you don't have money, like beg, borrow and steal to like afford a good lawyer because we've used bad ones in the past.

47:49And like we're in situations with certain brands where like we're stuck, like we can't do anything. You know, people who invested like a tiny amount of money have like a big say in things. It's like really, really sad.

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51:52What would be like one piece of advice that you tell somebody who wants to be an entrepreneur? That's a very good piece of advice. It's like, for me, it's always like become an expert in every story in your field that came before you. So you know what, that's how you learn what all the possible options are. Otherwise, someone's going to tell you like that this is the one way it has to be. And that's not necessarily the case at all. You know, it's very empowering to know. You need to know. Yeah. Like you need to know your industry and your field inside and out. Like I don't care what kind of genius you are at marketing or whatever.

52:27It's like, and I think the people who are really good at that, like they're, they study their businesses. They study the whole landscape and they know it. That is critical to me. What is your non-negotiable during the day? Like, I know you have like a really strict morning routine. It's, it's, that's what's non-negotiable is that it's very short though. Like, I mean, not in terms of the length of it. It doesn't have a lot of steps. Like, to be honest with you, like the thing that's not negotiable for me is that I can have one hour to drink my coffee. What are you doing during that hour? If I don't get that hour, I can't just make it and then go leave the house.

53:14I would get sick for sure. You have to do that. I have to do it when I'm traveling or on the road or doing something like that. And those are sprints and I need to be prepared for those. But on a day-to-day, on a normal basis, for that hour, I wake up at 6.30. I make lunch for my daughter. I take her to school. I make my lunch. I make the coffee. I take her to school. I come back home. And then you're still doing it. And then I drink my coffee and like get ready. How do you make your coffee? I shower in a French press. Yeah. I was like, this is going to be a really good coffee because it's really a lot of pressure for this coffee to perform for you.

53:53Yeah. Like a weak, watery coffee. Yeah. And that's what they all taste like to me now. So I feel like I've created a problem because in the French press, you're like free putting in the coffee into that. So you can add a lot. like nobody is doing that anywhere no that's it's crazy so it's that hot water and I like I combine something fatty with like something yummy like almond milk and half and half or almond milk and a little butter or something like that I love half and half of my coffee yep and I have like a large mug of coffee yum that's the amount and that's the only coffee for the day but it's like a very important one it's just like a ceremony for me I swear to god no it's so important to have that like it's your grounding moment yeah and from there then I like have my getting ready routine like the shower doing my hair doing my makeup a little bit it's it doesn't take all that long but it also isn't like four minutes yeah I feel that way I like put my makeup on and I enjoy it my son sat on my lap this morning for it and I was like oh cute you know he does this he does fucking makeup all the time he's obsessed with running upstairs I hear him clanking my shit he eats my concealers.

55:01He like opens the point he opens and he'll take like my blush brush and put it in eyeshadow and like ruin it with dark brown eyeshadow. And he dabs it all over his face. It's so funny. Because it's so fun. Because it's like he sees and it's so cute because he sees that it's my moment. You know, like my mom. He's like, my mom loves this. My mom like loves this. And so like I, you know, they just want to like imitate you. It's just like really cute. It's like been a very cute thing to watch him know that those moments are important for me and for him to like mimic it. So cute. I know. I need like he wears a lot of makeup.

55:36You're like, let me show you how to do a more like soft glam sun. I posted something the other day and everyone was laughing because he was like accidentally color matching the dog. He had like bronzer and he was putting it like right on the brown parts of the dog. I was like, he needs an internship with a makeup artist, clearly. Yeah. He's artistic. He wants to like use materials to make things. He likes it. So cute. What is your nighttime routine? Nighttime routine is I end the day typically with like dinner at the dinner table with me and my daughter. That's when we catch up on the day. And then now it's like changing.

56:13But the dinner itself happens. Like this is what I've learned is that like to be too attached to too many things is a problem because like a lot of things change all the time. So I make the thing very accomplishable. Like we sat down at the dinner table. Like that's all that needs to happen for it to be a nighttime routine. It's a very elevated adult way to handle things because people get obsessed with routine and then you've lost the soft. Like now that's giving you anxiety. But the point is, is that you're supposed to sit down and have a moment together to not have anxiety. Just something that feels like you're on this earth, you know, like two feet on the ground and like as minimal as that thing can be.

56:48So it's like, yeah, just eating dinner at the table. That's what we do. Does she wear makeup? I'm sure. She actually does not wear a lot of makeup. She wears a huge amount of mascara, though. And she curls her lashes so well. This morning, I watched her curl her lashes. And then I curled my lashes like that later on. Because I was like, wait, what is that technique? When I was her age, I was obsessed with curling my lashes. And I would do it like three times. Like up to the thing. That's how we learned. She did it in one go, but she like did something. She like did this flick on the thing and like moved the like top lid away from her.

57:24I tried it. I was like, wow, okay, it does work and it's fast. And she curls them and then puts on so much mascara. And so it's all over. Like she doesn't try to be clean or neat about it. And she brings her Q-tips in the car and then cleans it, the rest of it off. But that's her process. And it's mainly the mascara. But she tried to the same. she went through she had a very short experience with what I went through she put like one or two creams on her face when like skincare was popular for young kids and she started to get a couple of bumps and she was like I am like she was like I like low-key have a phobia of moisturizer and I don't moisturize myself just fun fact I don't use like a moisturizer really what do you put on at night more like hydrating serum-y stuff yeah but I don't use like a traditional moisturizer I have large pores.

58:15And when I do that, it makes them like baggy looking, like almost like saggy pores. And since I quit moisturizer, my skin's gotten so much better. That's my skin type. I need to try this maybe. I'm not like big on like, I need to be moisturized because I'm greasy, but like maybe the stuff that I am using is probably like, I don't even really need it. I can just like stop at my serums. Yeah, maybe. Like if it's, if the thing is just like there to give you the sensory feeling of then there's no point in that. We're not interested. Yeah. Like it needs to be doing something. I love that. Your skin looks, I mean, it always has since I met you 10 years ago, you just are like so beautiful anyway, but then you have like, you're just so glowy and it's like, yeah, your blush is perfect.

58:58Your eyes are, I mean, it's like, it's what you do. I'm coming here every day. But like, you know, you look like so beautiful. It's like so inspiring. It's like, yeah, I'm like in my head, I'm like, I should probably tone down what I'm doing and just like spray my plumpy and put on whatever secret syrup you have. Your skin looks really good too. I see girls piling moisturizer on and their skin looks fine. So I'm like, I guess that's your skin type. It's not mine. Well, it's good to know. I mean, it's good that she's like so aware at 12. At 12, I was like going through the aisles of the supermarket and like putting everything like clean and clear and just like using everything.

59:34It was clean and clear. It was like hot, heavy duty astringent. Basically, you're stripping your skin with alcohol. And you're like, it's working. It's totally working. The burn means it's working. It's not working. I know. I remember my mom walking into the bathroom being like, I don't think you're supposed to use all these things. Oh, my mom would tell me to use them. She was like, yes, absolutely. Keep using these things. Like that's annoying in Danish and never needs anything. That's smart. But that was how dermatology was in like 90s. It was all about blasting your skin. And then we all have pink foundation.

1:00:07You probably had that problem. Oh my God. Of course. I used to put on so much foundation that I don't have to take a Q-tip and like uncover my mole because it would be like completely covered. And my mom would be like, where'd your mole go? And I'd be like, oh. Yeah. I don't know. I don't know. It's gone. What are you hoping for the next like two years with the brand and with yourself and as like, kind of like, you know, the intersection between those two in your life? I am like still, I'm just, I'm very much in the work of the brand and the like, I think immersing myself, like I surround myself with like people that are a little younger than me.

1:00:50I'm like also experiencing this right now too, because as I'm going through this age transition and because I'm so interested in what they're interested in. And I want to like just absorb that energy and then translate that into product, it's like nothing really changes for me because I'm always working on new products and I'm always working on more campaigns. And I'm always like, how can we make this better? Like, how can we make this more intuitive? How can we make this clearer? And like that is, it's very like not, it's not big and flashy. It's like small and in the details, but that's really what it's about for me.

1:01:22I too have realized that I am not in my late twenties, early thirties, and that younger people need to be asked what they're into because I may not know. No, I know. And I know I don't. I'm like, maybe not for my skin type anymore. That hit me like in a hard way with there's a girl that I like had just found like, and she's so cute. She's like this newer influencer, but I like saw her six months ago. And then I saw her like a couple of weeks ago. And I was like, Whoa, she like, like a million follower. I was like, God. And I like hit my manager up and I was like, this sweet girl. I was like, how did that happen so fast?

1:01:59And I never even talk about that, but I was just like so interested. I was like these young girls that I love seeing them and I love working with them and we work with them with LPA, but I'm like, how did this happen? And my manager goes, babe, like Gen Z, like Gen Z follows her, like Gen Z loves this girl. And I was like, oh yeah, like I don't have Gen Z followers. No, as they don't care what I'm doing. No, of course not. shit what I'm doing. They like care about they're like, you're a good mom. Like they look at me like that. And and we are a role model in a lot of ways. Right. I don't think that I'm old either.

1:02:32I feel like my life is still just getting started. Totally. But it is actually just getting started. I mean, I wouldn't I don't want I don't want to be any younger. I wouldn't want to go backwards. I'm having a great time. I actually really love this. And I'm very excited for the second half. I think it's like going to be the most meaningful part of my life. Thank God. I feel like I just developed standards like for the first time in my life at 42 it's crazy yeah so i wouldn't want to go backwards but it but i do know that like the stuff isn't always for me i know i'm like it's not i know that's why i brought that story because i was like it only just hit me like a couple weeks ago that i was like oh yeah i am i have a different audience than like everybody else you know like because in my head i'm still 27 yeah of course you know i said this to a fucking girl at a party i ran into her afterwards and I was like, you were the one I said that to because I'd had a couple cocktails and she was like, it was me.

1:03:23And I was she was like, you're we were at this party. There was a bunch of younger people there. And I was like, oh, my kids. And this girl was like, you have kids. And I was like, yeah, I have two kids. They're like, holy shit. You don't seem old enough to have kids. And I was like, I'm almost 40. And they were like, what? I know. And I was like, they can't. Cool. Thank you that I like rebranded what parenting looks like for you. Like, that's awesome. And I was like, in my head, I'm still 27. And she goes, I know exactly what you're talking about like I really do still feel 17. My fucking God how old are you?

1:03:54She's like I'm 24 and I was like God I got it got it got it got it. No it's the girls that are like approaching 30 and they're like so worried about it. So worried about it. It's okay we all went through it. I know. We all went but they don't know because like you wouldn't know how you can't tell how old anyone is anymore. No. So you wouldn't know how old someone is you then then they find out and they're like 27 and they find out they think we're their peers. Yeah. Like most of the time. Yeah. I'm like, thank you. Yeah. Love you for that. But also I do think it's eyeopening because for us, like we look up to people who are in their fifties or in their sixties and they're like stunning too.

1:04:33And I'm like, okay, so there's the whole story that like, you're going to fall apart when you're 40 only, which is not even old, like it's ridiculous and it's not happening. It's like actually not happening in practice. I feel very honored that we are put myself include myself in this, but we are the women that is changing what the face of 40 looks like and what motherhood looks like to women that are younger than us. Yeah. I feel honored to carry that fucking torch. Oh, it's great. I love it. And I love I love aging. I have started to fall in love with it. I know a lot of people in their 80s who are some of the most fun people that I've met.

1:05:17Like I truly and we were I went on a trip a couple of months ago with my husband and we were with these other couples and they're in their like late 50s, like one couple was in their like late 50s. Another couple, she was in her 60s. He was in his 80s. And like I had the fucking time of my life, like dirty jokes, quick responses. smoking weed. I've smoked weed since I was 12. I know. It's like a post-retirement. Yeah, like the older man had weed. And I like my face hurt from laughing so hard. But there were also like it wasn't like this like level of like the guys were still telling like funny, dumb jokes that like a boy in their 20s would have told kind of like there was this youthfulness to the experience.

1:06:01There was so much fun. I sent them all a message after that weekend. And I was like, Like, I don't have a fear of aging by any means, but like hanging out with all of you who are like now see their children as peers to like think about your daughter when she's in her 20s, how much fun you guys are going to have together. You know, like you can have like more adult conversations. I was like, you have made me look so forward to like this second half of the second and third parts of my life. You know? Oh, my God. Absolutely. Right. It only gets more fun. Like I've gotten more fun. I feel like in my 20s and 30s, I was like way more uptight, especially 30s.

1:06:3830s, I would consider was a boring time because growing your family. Yeah. You think you have to like follow all these steps and do everything right. And like, you know, the routines and all of that, like being so married and committed to being like, no, I can't have fun because like I have to do my nighttime routine or whatever. It's like, I don't care about that stuff in that way anymore. Now I actually have a lot more fun. Yeah. Yeah, totally. Well, thank you so much for coming on the podcast. It was so good to see you. It was so fun. Still always, we'll always have that plumper in that. Oh yeah.

1:07:12Never give up that. That's like a very high octane product actually. Like I know it's a spray, but like the ingredients in it are very effective. But you can just feel it. You just, it's like the glow and it's true. You just feel like so plumpy. Yeah. Like you just, obviously, I mean, you can, you're successful. You don't need like me to validate you, but it is like so nice to like look at my counter and like see these products and just be like, everything's going on my face perfectly. And like, nothing's going to hurt me. And I just feel like really good about this experience all the way around.

1:07:40And they're beautiful. That's how I want you to feel like free and like you can trust it. Absolutely. You're doing that. So thank you. Thank you. Of course.

1:07:54and that ladies and gentlemen concludes this week's episode of everything is the best I hope you enjoyed it please rate review subscribe all that stuff maybe leave a comment go ahead and follow me on instagram at pia baroncini and I hope you have a fabulous fabulous rest of your day love you ciao

1:08:21Please note that this episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct or indirect financial interest in products or services referred to in this episode.