#1 Celeb Skin Expert: The Truth They Don't Want to Hear About Aging, Aesthetics, & Building a Business to Last

22:28And I started getting like a little reputation. And then I just knew I needed to find my dream office. And people kept showing me like these bottom spaces with all this signage. And I'm like, no, we're going to do this shit on the second story of an unmarked building. And it's going to be like, if you know, you know, and the speak easy. And that's so hard to build your brand. But I want to build my brand on how I treated people. And I want to build my brand because someone else referred someone to come to me. Wasn't that scary, though, when you have clients that don't want to talk about what they've had done and you're resting your entire business off of an unmarked no signage spot?

23:07If you know, you know, but then you're in an industry where like, do people really want you to know what they have done? I felt so strongly about what I was about to do and how I was going to do it. I didn't think there was anything else out there. And then maybe throw a little naive in there. I just kind of lived very present. That's what we're doing today. That's what we're doing tomorrow. I think sometimes people try to plan so much for the future. That's probably the hardest thing about the skincare brand. Projections. And everyone wants to know about this. And I'm like, girls, we are in this moment.

23:35What are we doing? I got a call. I was on Zoom. This is how unhinged I can become. Like someone had a little reaction to the laser serum because they put it above their eyelid. I'm like, get them on a Zoom. Like I'm Zooming with a woman in Chicago. And she's like, this is so nice. You're the founder. I don't know. I like the day to day. I like being very present. I think sometimes we live so much in what will become of something that we forget that like all these little moments count every day of the last six years really counted to right now. You initially cried when you were asked to make a P &L.

24:09How did you start to learn that aspect of the business that is fundamentally important? So important. So I joke about that because I was so in the service. I'm running these high tech machines and lasers and everything else. I just did it slowly and I got really good people around me. You know, my controller, my finance person is still with me today. We've just grown massively. I started just educating myself. One thing I think people make a huge mistake of is they delegate and they don't even know the fundamental workings or the underworkings of what that specific thing they need is. So for instance, let's just say running ads for Linux and 16, for instance.

24:48I could just hire a company to run ads. But what would be smarter is to really understand and learn the ad space, set up some time with Meta, do all of these things so that when I get on the call with them, that I really can talk to them eloquently and understand where they're coming from versus just them presenting some information and me not being able to interpret it. I've done that with every single aspect of my business slowly. So a lot of it's self-taught. A lot of it's also my husband is like an incredible genius. He really is and has helped me with a lot of different things. but like today I'm a pretty sophisticated businesswoman.

25:23It took time. You don't need a business school degree to do this but I think it holds people back thinking well I don't know that you don't really know until you know and you also don't need to bring people or things on until you need them right? All of these people that have the perfect track record the perfect college they went to the Ivy League school degree, the Goldman Sachs on their resume. They don't necessarily have the magic of the visionary, the creative, the person that actually makes things happen. They are there to help that person make it happen, whether it's selling their business one day or investing in it.

26:01But I think so many people that listen to this show are learning through the life experience that they have and they don't put enough emphasis on that. You said something really interesting earlier in this conversation about when you were talking to your husband and you didn't necessarily have the confidence. Is confidence something that you've grown as you've become a successful entrepreneur? Or has that just been inherently in Amy even when she was 18 years old and got hit by a drunk driver? Oh no. Confidence is something you grow into, to, I believe. And the more you're willing to bet on yourself, and I always say walk into the fire, the more you will see that because you will learn.

26:41Every single thing I've done, even if it's negative, and I have gone through crazy life things. You learn something from it and you grow from it and you welcome it and you may not be able to see it at the moment, but the next time you're like, I'm ready for you. Like I got this one. It hasn't been all like roses and easy. It definitely hasn't. Like life punches you in the face sometimes. But I am the type of person that I like to walk into the fire. I like to solve things. And I like to keep going. Like we got shit to do. Let's get to work. Love that. This is what I love. I love skin. I love beauty.

27:14I love women standing a little bit taller. I love mentoring women. I think Steve Jobs said, poke the world and see what happens. I love to poke the world. I think more people should poke the world. And so I just feel like we need more people in there. So I just get up the next day and I go right back to what I'm doing. Did you start paying yourself a salary from the clinic the day that you started or when did that actually happen? No, no, no, no. So I'm really proud of myself. I've never gone into debt. I only bought what I could afford. Thanks, mom. That was my big finance lesson. And I started paying myself a salary, I think year two.

27:47My CPA was like, just pay yourself something small and it was for the bigger picture. I mean, now obviously you can take distributions and now everything is very different. But you have no investors in the company? No. And have you started raising money for Lennox and 16th? No. So let's talk about Lennox and 16th a little. I get asked about my skincare routine 24-7 and I'm very open. It's a combination of everything, of lifestyle, drinking a ton of water, not going out in the sun past 11 a.m. without sunscreen on, devices, Renuva. Yeah. This is the product though that feels like what you say is so true.

28:19Clinic in a bottle. It is a clinic treatment literally in a bottle. Yeah. For someone that is apprehensive about listening to another skincare brand come into the world, why should people be excited about what you're building with Lenox and 16th? So I built my practice on the second story of an unmarked building in most would argue a very saturated city for aesthetics. And we are a super successful practice. We went from three rooms to 14 rooms. I am opening up a second location next year. And it was all because of the way we treat people, the fundamental. I have four pillars where education meets innovation meets luxury and warmth.

29:05And I really know my why behind every single thing I do. And I built Lenox in 16th like that. It's named after the intersection, the cross streets of my practice and the same heart that built that practice, that word of mouth is kind of how I built Lennox in 16th. And I think that's the uniqueness that I bring to it. Obviously, there's a lot of parallels. I used to just kind of fantasize about products and I didn't pull the trigger until I knew that I could and I could do it the right way. I have another saying, they call them Amyisms, but we walk all the way around the block. There's no shortcuts and it's exhausting, but we walk all the way around the block.

29:42And I knew with Lennox in 16th, I was going to have to walk all the way around the block. I had studied enough brands. Miami is a haven for the most amazing beauty founders. There are that I am fortunate enough to be friends with. I got great advice. I asked a lot of questions. We don't need another skincare brand. Like there are other ones out there. What is it about this brand, these products that are fundamentally different that we actually do need them? The formulation, I don't know many people that can go on record and say use it for two weeks. And if it doesn't change your skin, then I haven't done my job.

30:14That's how quickly that they work and effectively. I feel very responsible, just like I do for your before and after photo for how these go out into the world. And yes, you're right. I think there's 420 ,000 beauty products on the market. Last time I checked. Brands or products? Products. Wow. Yeah. So a lot of people might say that, but I do feel the feedback that I got from this and the formulation, I wasn't going to do it until I I missed it. I had all those lab samples. I even gave you some of them. Like when I froze this formula, you can ask my husband, I woke up and I was like, that's it.

30:49Like, this is it. We did it. This is it. And he's like, what do you mean? How do you know? And I'm like, I felt my skin the next day. I had never a product had ever done either, by the way. Yeah, I have never felt something like this in my entire life to the point where it's I actually need to travel with it, which is I'm the reason that you have these travel products because I would tell my husband, I'm sorry, I can't bring a carry-on because I need to bring my skincare products. So for someone that is, these are expensive, but I do want to invest into my skin. There's no retinol in them. Right.

31:23Why? Because I think there's enough retinols on the market. There's some that work really well. It's so funny. Okay. There's this notion that if you're not doing Botox and you're not using a retinol, that you're not participating in anti-aging. I will legit have people come in with no lines on their forehead and great skin and be like, I really need Botox and let's get on a retinol. And I'm like, why? It's like part of the anti-aging club that society has built up. I've seen a lot of people trying to use retinol and never quite acclimating to it. So I wanted to use something different. And the way that I saw this formulation work to target pigmentation and resurface was unlike any retinol I had ever seen with no downtime.

32:00It's very gentle, right? So I hadn't seen that combination and that transformation. So to develop a product that was so innovative on the market, how much money did you invest into this product if you've never taken on investment from VCs? I knew that I couldn't launch unless I was doing it the right way. I didn't want to cut any corners. And I knew that I needed, I felt about a million dollars. So I have put close to a million dollars into Linux and 16th. And I feel like that's important because people should know when they're spending money on a product that is$249, which is also 50 mls, by the way, that they know that that's the founder backing that investment.

32:37They believe in it. And I believe in it. You believe in it enough to put a million dollars of your own money into starting this brand. Yes. And I didn't want anybody to put any money in it. I wanted to be the one to do it. You own 100 % of this company yourself. I own 100 % of this company. Wow. I really was so excited you wanted to talk about that because I think for people that are on the fence to hear that you invested a million dollars of your own money to bring this product to market when there are over 400 ,000 beauty products available is the sign that people need to just try it. Because truly, if you're willing to put the money at risk for this, it has to be worth it.

33:14Was there ever a moment where you were like, oh my gosh, this is getting to be too expensive, too much an investment. It hasn't worked yet. Has there ever been any sort of one foot in, one foot out with it? Not one foot out. I mean, all in. That's how I do things, all in. There's been moments of, oh, geez. Sometimes you build something, right? You're backing it and you know how good it is. I think there's a frustration that comes naturally when you're like, why don't people just understand that it's this good? I think there's a lot that's at play here. Marketing is now split up into 24 different categories.

33:46And so if you're doing this and this and paid and this and that, it's a lot. And you can't always see the initial ROI of it. And so I think that can be challenging. But also this is a different game than the service-based business. I wish, Maggie, that I can come attached to that bottle. I want to make a little figurine where I'm holding on to the bottle because that's how I feel in my practice. And that's something I can't do with this product because it's being distributed all over. I know that slow and steady will win the race. And I think if I make any knee-jerk movements, it's not going to work out well.

34:17It's about me going out there, talking about it, letting people try it, using it and momentum will build. I'm not worried when people have it in their hands. It's just getting in people's hands. I say that all the time about the show. I'm like, we just need awareness. And once people listen to the content, there isn't anything out there like it. I am confident they will convert to be a listener and they'll listen for life. Hopefully. Yeah. I think the same thing is so true with your product, but getting it into people's hands and testing is not the norm in the skincare industry. Like it is with food.

34:46Like you see all the time at grocery stores. It's like sample this and it's so low effort, not expensive with skincare. How do you actually get people to try it? I think you have to seed a lot and you have to gift a lot and do that. There has to be a lot of education, a lot of talking. I mean, luckily I have a lot of clients that trust me implicitly in Miami that are using it, that love it, that were even in the studies. I mean, while I was running clinical and consumer perception studies with big companies. I was doing clinicals in my office in real time. I have people in my head that I'm like, it's got to work for this person, this person, and this person.

35:23Okay, have them come in, use it before and after photos, like sensitive skin. I mean, I'm like, so in this, it's a little insane, but in the most beautiful way possible. You know, you gift, you get it out there. I mean, you talk about it. I mean, I'm, I don't know, I'm here, right? And I'm gonna go Yeah. And then I'm going to go talk about it some more. And when you believe in something so strongly, you know your why. And it's going to just evolve. It's going to take time. I think what's so interesting about skincare brands and business in general, you keep trying to put products out to grow the brand, grow market share.

35:59What do you feel like is missing that you're trying to solve for next? I don't think there's a product missing. I do believe there's white space. The reason I say that with 420 ,000 beauty products in the market is some things just will never be good, in my opinion. Like a women's shampoo and conditioner in one will never be good. One is to clean your hair. One is to condition your hair. I've never met one that I liked with long hair. I don't know about you. Yeah, I agree. So I feel like that's not really a white space. It's just like, don't go there because it's like oil and vinegar. For me, I think I see things out there and I just have an idea that I think is a little bit better.

36:37So maybe take it like taxi to Uber. Same concept. You're in a vehicle driving, but they're very different. I use skincare by Amy Peterson in my practice as a laboratory to look at people's skin and see their indications and hear consumer feedback. I mean, I get it all day long. I hear everything. I hear about every single product. I've tried a lot of them. And I'm not going to launch with something unless it's exceptional, unless I literally miss it. Right now, we're living in the world of extremes, though, right? extreme on everything, whether it's politics, business, medical aesthetics. And I think right now what we are seeing a lot of is this Instagram face where everyone is starting to look the same.

37:16And I remember watching this amazing TikTok and it was like, what happened to the 90s where Lucy Liu, Drew Barrymore, Cameron Diaz, they all have such a distinctive look. Now I look and I think, wow, all of these people are starting to have similar characteristics. What do you advise your clients that come in with a picture of a face that they want to look like that looks nothing like themselves? Honestly, we don't let them pick off a menu. They may reference someone who looks incredible at the time, but they have a different anatomy. We're not cookie cutter at our practice at all. And a lot of what you're talking about is using injectables and not what I think they were meant to do.

37:56It's not an artistic way. It's usually just copy and paste, copy and paste. and in certain areas. We just don't do any of that. And we don't even use a lot of the injectables in the same areas that other people do. I know what you're talking about, but I still think it's a very small percentage because none of my clients look like that walking around Miami. But that's why you're the best of the best and I fly from LA to Miami to come and see you. I think we're trying to change the way aesthetics is looked at. And I think it also starts, if I'm going to be honest, with how the people in the office look.

38:26I think that's a big deal. If you go into an office and everyone is looking very cookie cutter or I think you referenced Instagram face, that's a pretty good indication that maybe that's not the best place for you. Everyone in my office, I feel like, looks very natural. They look like the best versions of themselves and that's important. I have all these things at my disposal all the time. I could look absolutely insane. I just would never wanna get carried away. I don't even know the last time I did an injection. Is there a specific treatment that a lot of celebrities, creators, people of influence are doing right now that is so undetectable that almost no one knows about it yet?

39:04Yeah, Renuva. Which I have. Yeah, can we talk a little bit about that? Yeah, so Renuva is incredible. It's actually been on the market for a long time. It's a bioregenerative, and it stimulates your own natural fat pad to grow back. So your face is full of different fat pads. And it's interesting because the ones that you keep are the ones we don't want to keep. So you keep this one, right? But you really want to keep that one. So when everyone's doing the quintessential two finger facelift or in the mirror, they're essentially trying to move back their preauricular fat pad, which is beautiful because when you work perimeterly, which is one of the secrets we do too, you actually address a lot of what people are concerned about.

39:44It's interesting. People come in and be like, I don't like this. I don't like this. But as soon as you do that two finger lift, it goes away. So maybe that's like a preauricular moment or a temple moment, like temples. Oh my God. That's what we did with me. Yes, gorgeous. They literally just shift back. So it's about facial balancing, very delicate facial balancing. The reason Renuva is so amazing is because it's not an HA-based filler. So you're not renting it, first of all. You own it. It's yours. It's not hydrophilic, so it doesn't draw on water and it doesn't migrate and it doesn't move. So that's really important.

40:16And we use it in certain areas. And this isn't to say that we don't like filler. It's just we use filler in different areas. And there are some areas, it doesn't matter what anybody says we won't use. We don't do filler underneath the eye. We just have found that it almost always migrates and causes a problem. So that's just kind of a rule of thumb for our office. I'm sure there's plenty of people still out there doing it. But I think we stay very true to like the ethos of how we want to rejuvenate the face. If you're coming in telling us what to do, we're probably not the clinic for you. And we will tell you that.

40:49It's really just more about patient by patient, which sounds like how you've built your entire practice is it's not a cookie cutter solution. And I truly felt that when I came in. So I had a lot of concerns that were not extreme at all. I just wanted to look like myself, but I was noticing that there was a really clear sign of aging for the first time. And I was 32 when it happened. And I just started noticing that things were starting to look different. And interestingly, I had never even heard of this when you were explaining it to me because it is bioregenerative. It sounded more like a longevity treatment than it did medical aesthetics.

41:22Do you kind of feel like you're straddling that line between just longevity and then obviously a cosmetic upgrade? I don't think I'm straddling or the practice is straddling the line. I think this is considered a cosmetic. It's considered an alternative to filler to create volume. I mean, here is the facts. You have volume in your face. As you age, that volume decreases. And when is that first time you're going to notice that. Most people report early signs of aging in their 30s, in early 30s. It's not like they look old. Everyone would be like, Maggie, you're insane if you said you looked old.

41:54But you look in the mirror and something is different. If you reference a picture of you at 32 to 22, you would notice a shift, right? So people report those signs of aging. I call it detailing. Like you do little details here and there as you kind of notice something and it's not doesn't have to be so aggressive. But it is a bioregenerative. And I think we are going to a more regenerative space, even in aesthetics as a whole. That's what we should probably be doing. Yeah, I can't not ask you this with you being an expert in the chair. This is such a heightened category now, skincare in general, like there's so many opinions.

42:27I think expert led brands are definitely the future. There are brands that have launched for children that have been very heightened from pushback and blowback from the consumer because of how young the marketing gears towards and we see it being built off of content that I don't necessarily subscribe to. In your expert opinion, do children actually need skincare? Okay, no, children don't need anything but love, in my opinion. Now I have four girl nieces. Okay. And we FaceTime, we have girl chats on Saturday. And they know what I do. They come to my office, they love the little facial, She's three.

43:09I'm just the little thing. They see that. And I think that they want to mimic. I remember looking at my mom in the mirror when she was putting on her makeup and wanting to do the blush. Like we want to look up at these people and we want to do what they do. So I don't know. You know, I probably am the worst person to ask about this, but I don't really seem the harm in if a little girl wants to put on a biocellulose mask just to have a moment of her feeling like I'm pretty. I mean, that's why we wear bows in our hair. Do they need a regimen and all of these things? Absolutely not. Do I think that there's fun things that are made?

43:44I mean, when I was little, I remember I had a whole fake makeup kit that was plastic, but I was doing it in the mirror. And I don't think that that harmed me at all. I don't know, to each his own. But if I had a little girl and she wanted to wear a biocellulose mask, I'd much rather her do that than probably be on social media. Speaking of social media, so when we were together this summer, you actually were completely detached from social media, but you would film videos and send them to your team who would post on your behalf. What is your relationship now with social media as a founder and as an entrepreneur, but also someone that wants boundaries?

44:18Yeah, so I still do that. I still have it's called Expert Amy, the album and I said I haven't posted anything since I've been here, but they'll probably come out with something or actually I don't even know what's on there right now. Basically, if it's in these certain albums, they'll prove it can go up. You know, I kind of having like an 80-20 with them. Like 20 % I'll be on a little bit, 80 % I'm off. It is important to the business. I definitely did a detox and it was really nice. And it was also really weird. I felt like I didn't know what was going on. And you realize how much it has become a part of our culture when you're not doing it.

44:49But I think it's healthy to take a break. I also think the biggest problem with it is comparison. It is so easy to compare my chapter one to someone else's chapter 10 when I'm looking on social media. Do you do that? Yeah, I'm human. I mean, I think everyone does. And I think anyone sitting in any chair who says they don't is lying. I mean, that's the truth. I think I'm really confident in my ability. And I know that I'll have a chapter 10 one day, possibly with this brand. I think it just comparison is the thief of joy, right? And I think it's really easy to go on there and see everyone's highlight reel when you're sweating it out and everyone's not seeing all the behind the scenes of what it's really like to grow these businesses and be like, am I doing enough?

45:33Do you have imposter syndrome with this brand, even though now you have success with your clinic? Yes, for sure. But I have a really healthy way of kind of dealing with those things. But yeah, there's moments where I'm like, oh, God, here we go again. You know, like in the service based business, I feel a little bit differently. I've been at that game for a really long time. With this, it's new. There's newness all around. There's new people. There's new clicks. There's more success. There's less success. Seven years ago, I put horse blinders on and I'm like this, just forward. And I didn't look around.

46:08I didn't turn right. I didn't turn left. I didn't look back. I just went forward. And so every single time my horse blinder starts coming off a little bit, I just shove it back up. And that's what I do. That's what I do too. And it's funny. It's even to the point where I actually mute anyone that I consider to be like somewhat competitive because I just don't want to see it. It's not because I don't want to celebrate other people because I actually think there's space for so many people to win. It's more for me. It's an inner game of I don't want to compare. I also don't want to in some even subconscious way take inspiration from what someone's doing in a similar industry or a similar category because I just want to be myself.

46:45And I think what I'm hearing as a through line between both of our stories. It's like recognizing what makes you special. Unfortunately, it has never been easier to start a brand. Fortunately, it's never been easier to start a brand. So you have to get so clear with who you are, what your special thing is, or you, as soon as that goes down, you are going to be looking at someone and be like, we should do that. Or what about that? And that inherently steals away from what your special sauce is. For someone that's listening for the through line between all of the things that you've started, like, what is the special sauce between this brand, the clinic, even now your personal brand that you're building?

47:22I think it's just authenticity. And that sounds so cliche. First of all, I have a North Star. I have my gut. I have a gut check. And I listen to that. And I feed that soul. I know where I'm going. I may not know how I'm going to get there, but I trust myself. Like I trust how Amy Peterson is showing up every day. I think that's really important. If you worry about everything else, you may never get there. Fear can be a healthy way to grow something and it can light a fire under your ass, but it can also take you down very quickly. So we also have another saying at the office. It's just what's the next right thing we're going to do here?

47:55Like what can we do right now, right? Because sometimes things can feel so overwhelming. What are you doing next? What are you doing next to move the needle in any part of your life? I love that. I've talked a lot on the show about the most important decision you'll make financially in your business is the person that you marry. Do you think that you would be sitting here with the success that you have without having such a supportive husband? No, I don't. Do you feel at all weird to say that out loud? What? Just that you wouldn't be sitting here as the same Amy without him? No, because it would be a totally different story.

48:29How long have you guys been married for? 15 years. In 15 years, seeing the way that you smile about him, seeing the way your face lights up when he texts you, seeing the way when we're on a girl's weekend trip and you and your husband are going off to your room and having little cute FaceTimes. I hope that is my life in 15 years. I do think you're right. They have to respect you and you have to be each other's biggest fan. I mean, life is not easy. We've gone through tough things. We've gone through amazing things. We've gone through all the things. I mean, we've been together for 20 years. We've been married for 15, But there is this undeniable love and respect that we both have for each other and for our experience that like, I don't know, I know I can get through anything with him.

49:15And I know he has my back. And going through life with someone like that is incredible. I also feel that way. The only other person I can think of is like my sister. And I know you probably feel that way. Like that girl has my back. And when you have people like that, when times get tough, it's just so incredibly important. Listen, you're lucky and I feel lucky to have a love like that. For those people out there that are like, it's not going to happen. Like you just never know and keep manifesting that. And also don't settle. You know, I always wanted that. Just like you said, you always felt that special.

49:46Like I always knew I wanted all of this. And like I wasn't going to let anyone tell me I couldn't have it all. Do you believe that you can have it all? A thousand percent. I think the only caveat to that is you may not be able to have it all at the same time, nor do you need it all at the same time. Time takes time and things come into your life. And I always say it plays out exactly how it should play out. Okay, Amy, we need to do some rapid fire before we finish up. You can only pick one, Botox or Renuva. Renuva. Okay, I'm also a fan. What is the right SPF for your face for anti-aging? Okay, SPF 30, UVA, UVB, but the biggest part about is reapplication.

50:28As it goes up, it just means it can degrade sooner and you need to reapply. The biggest thing you can do for your face is reapply. Can you reapply with makeup on? There's all these different things out there with like, you know, powders and everything else. If you're in direct sun, you need to reapply. If you're sweating, you need to reapply. So then you'll have to reapply your makeup, but you got to figure out a way. Okay. beauty brand founder service clinic founder both you just can't choose can't choose heels or flats heels okay beauty from within or out beauty from within device or injectable both you got to treat the mattress and the sheets okay would you rather give up an eye cream or exfoliating eye cream high intensity workout or pilates hit you're a hit girl what's more important if you're going to skip one, your morning routine or your nighttime routine?

51:20Your morning. Why? Because you're usually putting your actives on at night. And I would say like they're your heavy hitters that are really going to transform your skin. The only exception would be in the morning like sunscreen. I mean, sunscreen is going to keep you youthful. Like it's insane that people aren't using sunscreen. So yes, I would say sunscreen overall, but your night routine. And if someone is totally new to skincare or wants to like completely redo their skincare routine, what is one piece of advice that you'd have for them? Consistency. That is a big problem that I see. It's something that I don't think like my mom got in trouble with.

51:53Like she bought a cream. She loved it. She used it for three months until it ran out. Like today, there's just so much. So whatever you choose, like give it a chance, like let it do its job. These are topical. So, you know, I think two weeks is a short amount of time, but nothing is going to be overnight. But you've got to give it some time. Chasing celebrity beauty trends. A hard no. What if you really want to look like Lindsay Lohan? I mean, there's ways to look like yourself and have beautiful skin and have attributes of these celebrities. But I think chasing a particular trend is a disaster.

52:26Facelifts, yes or no? Love a facelift when you're ready for it. And when is that? I think it's very unique to each person. And I think we've gotten on this non-invasive or facelift. Like, I just don't think that there needs to be an or in the middle. Like, we can do a lot of things to be preemptive about our aging. And then when we feel like the time has come, I think choosing to do a facelift is a very personal decision. And there's beautiful facelifts out there. And I have nothing against it. Love it. What's the last thing that you put on your credit card? The hotel. What is the last most expensive thing that you bought?

52:59This antique Cartier watch. The way my husband and I work with money, I never found a watch that I loved as much as this. And I wanted to buy it. And he was all for it. so you don't have to ask for permission don't have to ask for permission love that if you could title this era of your life what would it be called I would call it like my beast mode I'm thinking of my boys where they're like beast mode mom I just feel like I'm doing all the things that I want to do and I think in the beginning sometimes you can feel like you're in like quicksand and like it's hard you got to get through all that and not that it's easy now but I feel so crystal clear like on where I'm going, what I'm doing.

53:34As you get older, like I love being on the fourth floor. I'm 42. And like I have this confidence about who I am as a mother, as a friend. Like I am, I show up like who I am. And I don't know that I had all that in my 30s. I think I needed more life experience. But like I just feel so happy, so fulfilled. Was there an unlock to get to that level? Was it a divorce of friends? Was it shedding a different version of yourself? Like for people that want to get there earlier and don't want to wait for the life experience, I want to get there at 33. I don't want to wait till 44. Like what is that unlock?

54:11I don't know. I think it's different for everybody. I don't think that there was one specific unlock, but I remember feeling like the focus needed to be inward. Like it had to be on me. I was the one holding myself back. And once I realized that, so much just started unlocking. It was like one of those games I see my kids play. It's like, bing, bing, bing, bing. You're just like, oh my God, you can finally move about the cabin like the way you want to. But it wasn't one particular thing. And I think you can get there earlier. I went through a lot moving all around the country, having two babies, having to start all over again.

54:44There was a lot and almost all at the same time. So I feel like there are some years where you're just like trying to keep above water. You're learning a new role, right? Your forever role. but I think each each phase has been magical I love that Amy Peterson thank you so much for coming on hot smart ridge where can people find you okay so you can find me my products on lennox and 16.com and then on instagram at lennox and 16 and the clinic is in Miami Beach at skincare by Amy P do you think that we can give a discount code for the products a thousand percent I mean you're responsible for the travel so I think it's hsr 20 for all your listeners we'll put that into the newsletter that will go out social because these are so worth it I promise I'm not just saying this Amy is someone I travel to Miami to get work done from and these products is what I use every single day and night to keep it and maintain it it's like the gym like if you have a personal trainer once a week it's not going to do anything unless you actually keep up with it that is how I think about these products it's like okay every six months I'm in Miami I'm going to get some work done.

55:48But these are the things that I use every single day, 365 days out of the year. They will change your life. They are an investment. So worth it. So use that discount code HSR20. And thank you guys so much. We loved having you on. You are such an interesting, atypical entrepreneur, the first service-based entrepreneur that came on. So if you guys loved this episode, please let us know in the comments, especially on YouTube. It's See you guys next week. Thank you.