Stop Wasting Time on Facials: Rachel Liverman’s No-Fluff Blueprint for Glowbar

24:52Natasha Jakubowski:pretty crowded i feel like everyone is now you know every med spa yeah offering so many of the same uh same options plus things like it's like it's like the glp ones coming into everything as well um so who is your consumer talk to can you give me like a do you have like a persona or types of people yeah our persona is lauren and lauren is this 30 to 40 year old woman who is predominantly single um she loves wellness she cares about her body uh she wants to be taking care of her body as a way of like proactivity around skin care skin health um has a great job and so she you know she's got disposable income to spend maybe not a ton in really values how she spends it.

25:55And so it's this really high value consumer who has a disposable income, but wants to spend it smartly because our client, this Lauren girl, she's really, really smart. And she knows that she should be taking care of her skin every month, but doesn't need to break the bank while she's doing it or her schedule. So she's busy. She's got a big life. She cares about wellness. She wants to exercise. She goes to work. She probably works 50 hours a week. And so the time, you know, component of Globar's value proposition is really important to her. And so I just turned 40, actually. So I keep joking to myself.

26:32I'm like, am I aged out of our demographic? Because for a while there, I was like, I built it for myself. But no, we have, you know, everyone from 18 year olds to 75 year olds that come. But the main, you know,

26:45Natasha Jakubowski:member client is 30 to 40 um what do you think mainstream kind of beauty retail and product brands don't understand about beauty shoppers today um i think how smart they are the consumer is so discerning and so smart and yet i i think actually the past year the the traditional retail you know world has gotten understands this more but for a period of time I was like you know you can't just sell them a shiny object anymore they want to know the ingredients they want to know that it's had you know clinical testing they want to know it's going to be results oriented and it's actually going to do what it says it does um and I think that you know for a while there, products and brands weren't living up to that.

27:43And now I think the consumer is actually holding everyone pretty accountable. Like if you say this is going to help my dark spots, it better, or else we're going to go on Instagram, TikTok, you know, shop my, like anywhere we can voice it and make sure that other clients are not, you know, going to get fooled by this. And so, um, I think that that is really important. I also think that, um, retailers got really excited about some of these average products at really luxury premium costs. And so what I think everyone's starting to understand is consumers that have a lot of disposable income or some to spend on beauty and skincare specifically, they don't need to spend$150 for three ounces of beautiful cream.

28:29There's really amazing brands that are creating beautiful products that are highly effective and are at really fair prices. And so what's been cool about that is Glowbar gets to shine in both of those areas, right? Like we are highly customized, highly clinical. So we do what we say we're going to do and our services do. And we're also at a really accessible price point. And so we're really excited about the market kind of shifting in that way.

29:01Natasha Jakubowski:Yeah. And presumably some of the growth in product sales also seems to be an increasing focus or not?

29:14Yeah. We are a services business, first and foremost, right? A people business that does 30-minute facials. And that is what we always focus on. But once we learned we were the largest facial membership in the world and we had defined this category of well care, right? Where wellness meets healthcare. And we were really the leader in that category. We were like, all right, we've got all these people we see every month, but how do we service them the other 30 days out of the month? And it was like, we got to have our own brand. We were seeing, you know, tens of thousands of people every single month.

29:51Let's give them products that they can use at home in between their appointments. And so this year has definitely been a shift to that. In June, we launched our first product, Expert Cleanser, which you come into Glow Bar and you wash your face and use expert cleanser. And that's been a really fun launch. We've got a whole pipeline now. So it's been fun for me. It allows my creative outlet and juices to, it's kind of like creating a new brand within. And the client is trust us. So we've already established that trust. I mean, that's the hardest thing when you launch a new brand, you know this better than me.

30:25It's like, well, why do I get the, how do I get the consumer to care about us and then trust us? and we basically built trust first and then launched product second yeah yeah i love that

30:36Natasha Jakubowski:and and i noticed that you you do sell other products too especially online so it's not just that you're you know trying to sell your own products and i think that goes towards the kind of trust and expertise both being a curator as well as someone that can uh sell your own brand And yeah, I think. Go ahead. I think that like that actually was my strategy to gain trust before I even opened. I said, I've got to bring I got to bring on and convince three of the best skincare brands that I know about out there to sell in my space. And they helped me build this business single handedly. Like people would come in because they'd say, oh, I use Elta MD sunscreen.

31:22oh if Glober has Elta MD sunscreen I should I think I can trust this brand and so like that was strategic I knew that I needed those brands um way before I ever launched product

31:37Natasha Jakubowski:yeah no amazing um are there any beauty trends that you're particularly interested or excited about at the moment I mean there is just so many new products so many products that are kind of the same, so many new things that pop up. Like, what are you excited about in beauty? Yeah, I mean, we're all really excited about exosomes and really like understanding what else we can do at the cellular level. So, you know, retinol, which is something that we all have been using, wearing, talking about for decades now, right? It's something that it was the, I don't know about you, but like the first ingredient I really added when I went from just like basic moisturizer, right?

32:21And the derm talks about retinol and all that. But now I think there's this whole longevity conversation, even in skincare. And that's really healthcare, right? It goes back to that well care category that we've defined. So yes, it feels good. It's wellness, but it's really taking care of your health. And so from a longevity standpoint and proactivity standpoint with your skin um we're seeing a lot of plasmas exosomes um be ingredients and um and products now and that's going to help us all at a cellular level tackle wrinkles hyperpigmentation all of that stuff that we're all kind of combating yeah i feel like longevity is kind of

33:02Natasha Jakubowski:hitting every category um yeah interesting um I've definitely tried a few exosome and you know facials of the that sort of thing um so anything that you wish people would talk more honestly about when they talk about building a brand from scratch I mean you know most brands don't make it and you're now you know six years in uh the biggest membership like what are things that you wish that people talked about more when it comes to building brands and actually creating a business? I'm going to share something that's like both sides of what I'm about to say, which is one, I think people being honest about how hard it is.

33:52Like it is a grind. It requires every morning you to wake up as the brand and company's biggest cheerleader, even if you're having a day that doesn't feel like it uh it's gonna make you get really honest with yourself and your abilities it's gonna shine a mirror to you every single day and it's going to require you to be so resilient on a daily basis that it can wear on you and I think that like you know everyone wants to be an entrepreneur now it's like the cool kids thing And I'm like, I actually like, I love it and I don't regret it. And I like, it's my dream come true. And it was perfect for me and my personality, but it's not the end all be all.

34:39It's really nice to work for someone else and go to sleep and not have to worry about payroll or, you know, Glassdoor or LinkedIn. Like there's so much that you don't have to carry with you on your shoulders every day. and I think that that is just something I'm really open about like and then conversely how much fun it can be like this is so fun and this is like again my dream come true like holy crap like I was able to have an idea in my brain create it put it out there to the world have consumers really appreciate it and be ready for it and have it thrive beyond me one day like so cool and how fortunate we are.

35:20And I think like, um, it's just like both ends of the spectrum. No one really talk about, they like kind of stick to the middle, which is like, I'm doing a podcast. I got a piece of press. Uh, we have this accolade. I got like Instagram, you know, I don't know, like I'm got all these followers on Instagram, all that, like all the, like either like kind of basic stuff, like day in my life, right. This is my day or like accolades. And it's like, well, like talk about how much fun that day in the life is and talk about like, you know, where it's challenging you so that we don't all feel alone. And that's where I really try to show up.

35:58I'm like, I'm an open book. I'm super real. I try to be authentic at any beat. And I think it's given a lot of people like, oh, okay, it's not just me that feels this way. It's common. And we are all kind of, we're just human trying to, you know, make something happen out there. yeah you said you said earlier that you know you're pretty outgoing um and you know i can see

36:26Natasha Jakubowski:your energy um do you like being the visible founder is that something that you enjoy it's a great question and i feel like now we're on a therapy session um so i just turned 40 and I have no greater pride than what I like. I'm not, I'm more proud of Globar than anything else I've done in my life so far. Um, I don't have children yet. So if I did, I wouldn't be insulting them. I don't want anyone to worry that I'm like, kids don't matter. Um, but, um, I think the first like five years, it was like, Oh my gosh, like, this is so amazing. And I get to be like, but I never wanted to create something that was reliant on me.

37:14And I don't, I'm happy to represent this brand until the day I die. And I likely will. But I don't need to be the, the, the shining star. I don't need to be, you know, the face of this brand forever. And I think that now that I'm 40, I've started to kind of think about that and empower the rest of my team. Like, you know, I'm always like, can someone else do that so that they can have that moment, how they can shine in that moment? Like, I think founders, when they hold on too tight to a brand, they actually limit the brand. And I believe that creating a really successful company means you hire people that are way smarter around you, empower them to do what you do, and really allow them to shine and elevate.

38:01Um, so, but it's been really, it's been really fun to carry on my family legacy. And I think that's what gets me out of bed every morning and really, really proud to be the founder and a founder led business because no one else is going to tell Catherine Hines, my grandmother's story out there to the world the way I do.

38:20Natasha Jakubowski:Amazing. Um, what advice would you give your younger self? I would give my younger self the advice of asking for help. I know I said that I do it a lot now, but it was a learned, it was a learned strategy. It was a, vulnerability was something I had to learn at around 28 years old. And so, um, I wish that from call it 20 to like 27, 28, I asked for more help. I think I saw it as like, you know, we all have a little, they talk about imposter syndrome, right? I was young and I was proving myself and I didn't want anyone to think that I didn't know. And in hindsight, I'm like, oh my God, if I had just asked for help, like I actually probably would have moved even quicker.

39:05Um, yeah. And I think just like the compassion, um, giving myself some grace, I really wish I did at more moments. Um, and still to this day, I wish I did. So I'm still learning that one.

39:18Natasha Jakubowski:yeah um yeah it's funny I hear that a lot in terms of yeah when you're younger you just you almost whether it's just you don't think about it or you don't think anyone will help or you just think you can do it alone I think that is one of the things about becoming a little uh more open to yeah I can I can get some help and actually asking for it and people give it you know I think that's the surprising thing and once it happens once then you start realizing that that's something that's open to you um super interesting um what was it that made you more vulnerable and able to ask for help was there something I yeah I had come to a place with my first job where I had given them everything I could and they had given me everything I could and we parted ways.

40:15And it was kind of like this moment where I was like, where, how did I show up that didn't allow this relationship to be ongoing? Like, what was it about me? And, you know, my therapist and I just did a lot of work on like why, how I was showing up, maybe why I was afraid to ask for help. Um, why I was so insistent on being so independent and like figure navigating everything alone. And I think, um, kind of being in that middle space between jobs was really where I started to just do that self work. And, um, and I really like the first thing actually for me was calling this therapist. I was like, I need help.

41:01Like, I don't feel like I'm my best version of myself. This relationship was the best ever at my career in my career. And then, you know ended kind of a stale like not in a bad way but just kind of like all right this isn't like this isn't crushing it anymore and um asking her for help then showed me that like i can show up like that and still and be given the support and help and i can do that in other areas of my life so it's been it's been a long long road but that was probably what was the impetus to really getting vulnerable yeah um well oh i mean you're in beauty and wellness what else

41:41Natasha Jakubowski:do you do for yourself what else do you do to stay grounded and feel you know growth and uh self-preservation slash growth any practices that you would recommend so this one might seem simple, but the mornings are mine until 10 AM, 9 AM, like nine, 10 AM. I it's Rachel time and I'm an early riser. I go for a long walk on the West side highway. I think walking is what like has made me so healthy. And, uh, I'm not saying what has saved my life necessarily, but it has certainly allowed me to feel immense happiness and joy and gratitude and confidence in myself. So I walk along the West Side Highway here in New York every single morning, and that's my time.

42:35I'm always hooting and hollering on the phone. I'm not totally zenned out alone, but that's really important to me, to get those couple hours of taking care of me before I go and give myself to work, my community, et cetera. I have ebbed and flowed in self-care. So I oscillate between body work, whether it's massage, lymphatic drainage, exercise. I do not claim to be the most consistent worker out or I can't say that yoga has made me zen and grounded. I can't stand yoga, but I love Pilates. I've really been trying to weight train more because as we get older, it's so important. And I'm excited about this next chapter.

43:19I'm really in a self-care, quiet space, which is new for me. I say no to a lot of things, which I think is actually a mode of self-care. I don't go to a lot of events anymore, and not because I don't love them, but I had 20 years of doing them. And my nights are better spent going to bed early, waking up early and nourishing this body that I'm in. So yeah, I'm always working on it. I went and lifted this morning and I have to tell you, it was my first time back in four months and I am like struggling over here. My legs, I'm like, oh no, that four months has really done me in. So I'm always trying to evolve.

44:01Natasha Jakubowski:Amazing. Well, I can't believe we're running out of time uh we're going to go to quick fire easy quick questions so what is your desert island beauty product sunscreen very sensible okay um best career advice worst career advice you've ever had best career advice is to network and and maintain relationships relationships it's all about people it's all about who you can call uh worst career advice is to play it safe like just take like the safe guaranteed route that for me was not was not ever good advice everyone was so afraid when I told them I was leaving my job to start global bar I mean I think my dad looked at me like you know with like these huge eyes being like that's scary Don't do it like so much.

45:01And I like, you know, that just wasn't the right thing for me. So, yeah.

45:07Natasha Jakubowski:Do you have mentors or role models who you talk to for help or have influenced your journey? Yeah. At every different phase of growth, I've had different role models, mentors, just people I've met that I'm like, you're ahead of me in one way and I have a lot to learn and gain from you. And so I ask for advice all the time. I'm not shy. I like, you should see me on LinkedIn. I'm messaging to this day, to this day. I like, we'll be like, Hey, I'm navigating this. You seem like an expert. How can, like, can I get 10 minutes of your time? So yeah, I'm always, I have not done this alone. Just curious.

45:51Natasha Jakubowski:Do people reply? Nine times out of 10. Yes. And by the way, by the way, even before I had, you know, what some might deem success or, you know, accolades or a recognition of any sort, I think it's all how you say it. And I always go with like brevity and vulnerability. So I'm like, hi, Natasha, like you have clearly crushed it in your career i have a lot to learn from you do you have five minutes would be so indebted to you and people are like how can you say no to that right i know yeah amazing um what are things you wish consumers would stop doing with their skin over exfoliating i want you to stop messing around simplify your routine i swear between And for me too, by the way, I am not immune to this.

46:48Between TikTok and Instagram and Google ads and podcasts even, like advertisements, we are purchasing on our phones so quickly that exfoliant that's going to make you look 20 million years younger and the toner that's going to make you glow like you've never seen. And it's like, stop testing new stuff. Find what works for you and just keep at it.

47:12Natasha Jakubowski:Yeah, I was I was having these like weird patches. My dermatologist told me to stop using products. Yeah, it's literally just too many products. What are your superpowers that have helped you be successful? Self-awareness. Being approachable, you know, really like no ego. So no one like we're all human and treating everyone as such. And I think like just being a people person, being able like having high EQ. So reading people, it actually stems from a very hypervigilant childhood, which wasn't always so pleasant. But it served me really well in my career because I can be having a meeting and I'm pretty aware of how the other person is showing up through their facial expressions, their body language, their tone, their intonation.

48:11And so understanding people has definitely allowed me to succeed.

48:17Natasha Jakubowski:Amazing. Last question. Who are, tell me someone that you are professionally jealous of. Yeah. So speaking of people that I like or do people respond, and I've tried a few times, but the person I am professionally jealous of is Sarah Blakely. She, you know, started Spanx as a single woman. And I started Globar as a single woman. Um, and there aren't a lot of those stories out there because unfortunately a lot of women can't start businesses single because it's financially, you know, expensive and a lot of risk. And it's just not what this world is set up to support today. And she was just my role model from day one because I, her experience was my experience and I didn't have a husband or a partner at home paying rent or providing for me.

49:14And so from day one, she has been someone I just am so, I admire so much. And then her success with Spanx, obviously creating a category. But also maybe more importantly, she has built her career while building a family and has a beautiful family and she intertwines them into work. But I think also from what I can tell in social media is always the highlight reel, but I don't know, for some reason, I believe it with her. like she you know is a family woman she's a mom and uh is able to balance the two fairly well and so I just like you know when I think about having it all which I think is very hard to do and I'm sure she wouldn't say she has it all but um I would be really proud if her story was mine amazing well hang on had she written back well so I've never reached out to her besides on like DM on Instagram, which I'll DM anyone also.

50:14Don't get me wrong. So she's never written back on Instagram. I think she has probably millions, if not hundreds of thousands of followers. But I have been in touch with someone that manages some of her money. And that was as close as I've gotten. But no, I've never been in the same room as her. But hopefully one day I will be fortunate enough and I will actually fangirl. If it's between a Kardashian and Sarah Blakely, I never need to talk to the Kardashians, even though I adore them. I would just really love a minute of her time.

50:44Natasha Jakubowski:I think this is going to happen. I believe it. I hope. Gosh, Rachel, thank you so much. Yeah, thanks for your time. I'm so grateful. I'm sure there's so many women out there that will be thinking about you just as uh you think about sarah blake so um amazing thank you so much um and hopefully we'll get to hang out and meet irl um i'll email you um thanks so much for listening please do take a look at uh some other episodes we've done you can find them on spotify apple uh youtube uh subscribe share like um a quick thank you to uh shimmy my producer you can follow me natasha jakoboski on linkedin or on professionaljealousy.com um yeah hope to catch you all soon and thank you so much

51:57you