797 Genevieve Dolan: Founder & CEO of Golden Child Beauty

0:00Kara Goldin:I am unwilling to give up, but I will start over from scratch as many times as it takes to get where I want to be. You just want to make sure you will get knocked down, but just make sure you don't get knocked out. So your only choice should be, go focus on what you can control. Hi everyone and welcome to the Kara Goldin Show. Join me each week for inspiring conversations with some of the world's greatest leaders. We'll talk with founders, entrepreneurs, CEOs, and really some of the most interesting people of our time. Can't wait to get started. Let's go. Scaling a business takes the right expertise at the right time.

0:46Kara Goldin:And one of the biggest growth lessons I've learned is that you don't have to do it all yourself. The fastest growing businesses delegate smarter and that's where Upwork comes in. Upwork is a one-stop platform to find, hire, and pay expert freelancers across web and software development, data and analytics, marketing, business operations, and so much more. It helps growing teams move faster by giving you quick access to specialized talent across more than 125 categories. So you can fill skill gaps, launch projects faster, and scale support up or down without committing to full-time headcount. You can browse profiles, review past work, and even get help scoping the role so you can hire with confidence and get started quickly.

1:39Kara Goldin:With Business Plus, you can access the top 1 % of talent on Upwork. And with AI-powered shortlisting, you'll get matched to the right freelancer in under six hours. No endless searching required. Upwork also takes the operational hassle off your plate by handling contracts and payments in one place, freeing you up to focus on running and growing your business. And it's no surprise that thousands of growing companies already trust Upwork for everything from one-off projects to ongoing support. It's free to sign up and posting a job is easy. Visit Upwork.com right now and post your job for free.

2:24Kara Goldin:That is Upwork.com to connect with top talent ready to help your business grow. That's U-P-W-O-R-K.com. Upwork.com. Hi, everyone, and welcome back to The Cara Golden Show. I am so thrilled to be joined by my next guest. Genevieve Dolan is the founder and CEO of an incredible, fairly new brand, a brand that has been relaunched as well, called Golden Child Beauty, also known as Golden Child or Golden Child Skin. but it's a modern skincare brand built around balance, simplicity, and supporting skin through real life. Love it. Golden Child takes a very different approach in a category that often pushes for extremes instead of overwhelming routines or harsh correctives.

3:16Kara Goldin:The brand focuses on calm and thoughtful formulas designed to work alongside stress and seasons and even dermatologist-prescribed treatments. So I'm excited to talk with Genevieve about building her brand and why doing less can actually be much more powerful. So Genevieve, welcome to the Cara Golden Show. Excited to meet you and have you here. Thank you, Cara. Pleasure to be here. Really excited to tell you a little bit about Golden Child. Scaling a business takes the right expertise at the right time. And one of the biggest growth lessons I've learned is that you don't have to do it all yourself.

3:57Kara Goldin:The fastest growing businesses delegate smarter and that's where Upwork comes in. Upwork is a one-stop platform to find, hire, and pay expert freelancers across web and software development, data and analytics, marketing, business operations, and so much more. It helps growing teams move faster by giving you quick access to specialized talent across more than 125 categories. So you can fill skill gaps, launch projects faster, and scale support up or down without committing to full-time headcount. You can browse profiles, review past work, and even get help scoping the role so you can hire with confidence and get started quickly.

4:43Kara Goldin:With Business Plus, you can access the top 1 % of talent on Upwork. And with AI-powered shortlisting, you'll get matched to the right freelancer in under six hours. No endless searching required. Upwork also takes the operational hassle off your plate by handling contracts and payments in one place, freeing you up to focus on running and growing your business. And it's no surprise that thousands of growing companies already trust Upwork for everything from one-off projects to ongoing support. It's free to sign up and posting a job is easy. Visit Upwork.com right now and post your job for free.

5:29Kara Goldin:That is Upwork.com to connect with top talent ready to help your business grow. That's U-P-W-O-R-K dot com, Upwork dot com. Super excited. So while just at the beginning, before we really jump in and get started, and, you know, 30 to 60 seconds, how can you describe, how do you describe your brand, Golden Child? What makes it unique? I know I gave a little intro, but I'd love to hear it from you, the founder. Right. So the whole mission behind Golden Child Beauty is to really help our customers soothe their skin and enhance it over time with science and nature as a balance. So I've had all sorts of acne and skin issues forever.

6:19And I'm just here to help people who've had those problems and don't want to use the overbearing, you know, dramatic treatments that are out there all the time.

6:28Kara Goldin:Yeah, I've had my own issues over the years with cystic acne and rotating through different treatments. So what was the moment that you realized that balance and not super intensity or intense treatments was what your skin needed? It was a bit of a whole health and skin journey in my 20s. I had been on all sorts of different medications for acne and skin issues. And I started to learn all about holistic health, and it inspired me to really kind of look inward and see maybe what's causing the acne rather than just covering it up or treating just the symptoms. And so essentially, I wanted to find ingredients and a solution that really helped calm and balance my skin.

7:23Kara Goldin:Very, very cool. So many people bounce between prescription products, especially if you've got the cystic acne and natural skincare without much success. When you have a friend or even a customer who comes to you and says that this is exactly what they're going through, what's your suggestion? Well, here's the thing. I think most people will probably use some sort of medical treatment, whether it's oral or topical. And I'm supportive of that. I think it's a really great tool. But in addition to that, there are side effects that are that can be uncomfortable. So my solution or, you know, my suggestion is always, you know, if you're going to use that treatment or you want to use that, but pair it with something that's calming and that's really going to help the healing process in the skin, which is, again, why I use Golden Child, because when I was on all those medications and all the different treatments, which, again, I totally support, I just didn't have something to use with it that would really soothe and calm the inflammation that was caused by some of those treatments.

8:39Kara Goldin:Scaling a business takes the right expertise at the right time. And one of the biggest growth lessons I've learned is that you don't have to do it all yourself. The fastest growing businesses delegate smarter and that's where Upwork comes in. Upwork is a one-stop platform to find, hire, and pay expert freelancers across web and software development, data and analytics, marketing, business operations, and so much more. It helps growing teams move faster by giving you quick access to specialized talent across more than 125 categories. So you can fill skill gaps, launch projects faster, and scale support up or down without committing to full-time headcount.

9:27Kara Goldin:You can browse profiles, review past work, and even get help scoping the role so you can hire with confidence and get started quickly. With Business Plus, you can access the top 1 % of talent on Upwork. And with AI-powered shortlisting, you'll get matched to the right freelancer in under six hours. No endless searching required. Upwork also takes the operational hassle off your plate by handling contracts and payments in one place, freeing you up to focus on running and growing your business. And it's no surprise that thousands of growing companies already trust Upwork for everything from one-off projects to ongoing support.

10:11Kara Goldin:It's free to sign up and posting a job is easy. Visit Upwork.com right now and post your job for free. That is Upwork.com to connect with top talent ready to help your business grow. That's U-P-W-O-R-K dot com, Upwork dot com. Yeah, definitely. So you launched, actually relaunched with just three products, which I love the simplicity of it. You don't have 10 products and nobody really knows which one goes first. All of the confusion that goes on around. Why was restraint so important for you or like simplicity of just launch with just a few products? Well, in general, I wanted to create a line that was quick and easy and reliable.

11:11And I'm a consumer myself. I love beauty. I love skincare. And I know that most people don't have time to do seven steps every day. and maybe we like to on a Sunday, but Monday through Saturday, it's what am I doing in the morning and what am I doing at night to make this easy, quick and get the results that I want without having to spend 30 or 40 minutes on the routine. So that's why I created three steps, a cleanser, serum, and moisturizer that really take you through all the basics that you need to clean your skin, treat it, and protect it. And I've packed those products with the ingredients that will deliver those results at a very gentle and soothing level.

12:01Kara Goldin:Your packaging is absolutely gorgeous. So congratulations. I know it's, you know, it's probably something that especially consumers don't necessarily stop. and, you know, the expectations are there, but it's definitely something that they appreciate, especially when it's sitting on their counter or sitting inside their cabinet. But how did you, how did you go about finding the perfect packaging in a sea of so many beauty products out there and so many options out there? How do you decide? Yeah, thanks for bringing that up. that is one of our differentiators. I think, you know, in general, making the customer feel excited and uplifted when they look at our packaging, whether it's in the store, but most importantly, on their vanity, you know, they wake up and they're like, oh, we the psychology of color has a lot to do with our visual identity.

12:59But anyways, yes, I wanted to come out with something that was a little bit different. I think that the monochrome that, you know, just the one color look is beautiful and lovely and very simple, but it's, you know, it's oversaturated and in the market. So I wanted not only to stand out on shelves, but also, like I said, enlighten my customers and all that. But as you can see, the colors kind of range from deep blues to red to yellows. And the whole point is kind of the sunrise sunset. It's really all about the flow of the day and bringing brightness through your day, through what you see, and then you put it on your skin and you do feel bright.

13:43But yeah, that's, as far as looking for the packaging, that was, that was an adventure, lots of trade shows. And the iterations we went through with, I have some, I have the packaging here, but it twists up as you see. And I mean, it's a gradient, which I had a really great brand design team last year that really helped with this vision. And I worked with a company in China on the bottles and it took a lot longer than you thought. We wanted to launch in January. We didn't get it out till June. So it takes time to perfect, but it was something that I really wanted to make sure it looked right? Because like, you know, we all know it's all part of skincare is also the excitement of the packaging and the beauty of that and the luxury of it.

14:37Kara Goldin:Definitely. So what were you doing before Golden Child? Before we'll get into the relaunch of Golden Child 2, but what were you doing? What was your experience in this industry? Did you have experience in the beauty industry? I didn't technically have any career experience. I was in event planning for most of my 20s. Before that, I was in finance. But being a consumer and being a child of acne and sensitive skin since I was 14, I knew a lot about it. I had a lot of experience from a personal side. And I'm one of three girls, and my mom is also very into beauty. So the other side of that is I grew up around beauty.

15:29I love anything in the beauty store, on my mom's beauty shelf. So it was a combined interest in beauty and experience in skincare. And event planning was amazing. and it really taught me a lot about managing just all sorts of things, especially logistics and time and people. So it definitely prepped me for what I'm doing now. But opening a business, you know, it was an opportunity that came up just in 2020. And so it all kind of worked out. But I never, who knew? I really didn't know that this is where my path was taking me. But I'm excited because I'm really, really passionate about. Skin care, beauty, health, wellness, all those things.

16:15Kara Goldin:I love it. So you launched in actually 2020, but then relaunched under the new Golden Child brand. What caused the relaunch and what did you learn along the way, I guess? Yeah, our first iteration was a CBD infused skincare line. So it was a really great idea and a great trend that we tried to hop on board with, but it quickly just didn't take off the way we wanted it to. CBD has a lot of just issues in the industry. It's hard to market. I could go on, but it just, it didn't work out. Our mission has always stayed the same, which is to soothe the skin and the psych. And we just brought that over to Golden Child.

17:04And our first iteration only had two products and I brought in another product, the cleanser. So it's a better version of what we had before. And the ingredient, I updated the formulas. So again, similar mission, just new brand, new colors, new look, and a little bit of a different angle.

17:27Kara Goldin:How do you know that it's time to rebrand? It's interesting you saying this makes me remember. I had Tony Robbins. And if you know who Tony Robbins is on the podcast, and he talked about that he's had, I believe, over 300 different companies, which I stopped. I was like, wait, what? 300? This is like, I can't believe it. And I said, so when do you know to shut something down? And his response, I thought was really interesting. He's like, when you just personally know that it's just not right anymore. And you're not enjoying it. And he said that that was the key thing. And if you're not enjoying it, then that usually trickles down into how well and how healthy the actual company is.

18:23Kara Goldin:Because you have to really enjoy what you're doing, especially when you're a founder and you start something, you may need to pivot in some way, which it sounds like you did. But what would you say to that? Yeah, there were so many lessons in those first four years, I would say. You know, I had a partner at one point. I had to know when to cut them out. And then we tried with that brand. And I have to say, we did everything we could. We even worked with people who were good with CBD. You know, we really thought we could market it. And then we just knew. for I think I'm you know I'm really lucky I have really great intuition it took me more time than maybe most people but I did I you know I said it's a family business golden child is a family business and I just said to my family you know it's I think we have to change things if we really want a chance in this industry skincare we all know how saturated it is we know how tough it is I'm up against celebrities who, you know, whether or not they care about their brand, they're doing amazing, right, because of their name.

19:34And I said, you know, if we're going to stand out, if we're going to work, we have to change something. And we changed a lot. But again, I love to reiterate that our mission will always remain the same.

19:47Kara Goldin:How did you come up with the name for your company, Golden Child? Yeah, so I feel like lots of different names were coming to mind, but Golden Child is such a, it's a journey of, it really represents my own journey of finding balance and brightness in my own life and in my career. And I love to say that golden, you know, the word golden really represents that healthy, grounded, balanced feeling that we all always want from in every area of our life. And child really goes back to that intuitive, uncomplicated self that really keeps us grounded and calm and reminds us to treat ourself with kindness.

20:34And so that's the background mostly of how we got this name. And at the end of the day, I really want my customers to feel like a golden child. You know, I think we all have it in ourselves to be our best selves, confident, bright, alluding lightness and a great balance to life as well. I love it.

20:58Kara Goldin:So you launched direct-to-consumer initially or relaunched the company. So when you look at that experience, would you suggest it to other founders launching direct-to-consumer? And what is probably the most difficult piece today about direct-to-consumer as it relates to your business? Yes, I think you have to have a direct to consumer option or channel because otherwise with beauty, you can't rely on just one is what I'm really learning. And I think the toughest part is getting the word out. Like I mentioned earlier, I'm not a celebrity. I'm not an influencer. I'm just a real person who had real skin issues who want to help with real products.

21:50And I think the biggest, I think it's tough to get the name out, but it's doable. And with time and a lot of resilience and persistency, you can get there. Yeah, definitely.

22:06Kara Goldin:Definitely. So you work closely with chemists during the development. How did your own lived experience influence what ingredients you chose? And did you, I guess, what were the non-negotiables that you were hearing that were kind of either the must or the trendiest that you needed to use, but you were like, no, I'm not going to do this? Yeah, I think that's a really interesting topic because it's so easy to just jump on top of trends. Now, my other business, I love CBD in general. I just wanted to do it because I had a passion for the ingredient, not because it was a trend. But with this, I really, it was more about the results.

22:56I think with my chemists, I really talked about, listen, we need products and I need actives in there that aren't going to burn off skin. We're not going to irritate, but we're going to get those results. So our serum has niacinamide. Yes, that's a trendy ingredient, but it's also an amazing ingredient and a very well-known throughout the skin care world. And another really great ingredient in there is an alpha hydroxy acid. And it comes from a fruit complex, not from glycolic acid. So it's a way, it's a totally gentler version of an active that is often found throughout the skin care world. but and that those are just two examples you know I have mandelic acid in my moisturizer I have an algae in there that's amazing for antioxidants and I have a reishi mushroom in there that's also a little trendy you could say but also the reishi mushroom is the mushroom of immortality so plenty of antioxidants and anti-aging characteristics to that so it came down to the results that I was looking for that I wanted my customers to feel and see.

24:08Kara Goldin:How are you getting the word out about Golden Child today? Because, you know, it's not just about being on the shelf of a big, you know, large beauty store or opening a store on Shopify. It's you have to actually get the word out so that people know that you're available. How are you doing that? Yeah, you have to get out in the wild, as I like to say. I've done a lot of in-person events. So I'm in Florida, as I mentioned earlier, and there's a lot of wellness events here. So people love to go to different events where it's workout-based, healthy food, and all these cool healthy vendors. And I've been doing those.

24:51And I have an esthetician that works with me, and she comes and we do mini facials. So that's been great for local, you know, just getting the word out locally. And then I'm doing event next weekend. And that's with some more influencers. So that's a more influential network that I'll be working with. And then I've done some in Miami as well. So right now, local events, I would say are big. We are on Instagram, we're on TikTok. I am working with, you know, doing a lot of different UGC. Right now, it's important that I get really, really authentic and genuine reviews from the people that we are giving products to and just getting their take on it.

25:32I don't really believe in paying people for a review all the time. I really want real people that need gentle skincare to tell me how they feel with it, how it's working. So that's been a big push, a lot. Marketing, PR, everything that I'm doing these podcasts, which should be helpful, especially from learning and understanding the brand. But we're kind of dipping in all areas where we can.

26:02Kara Goldin:I love it. So what surprised you the most about how customers respond to Golden Child and not just physically, but emotionally? Yeah, I've heard a lot, oh my gosh, you know, this really makes my skin feel so good. I haven't found a product that is really doing like what I'm trying to do with my business is soothing their skin and enhancing it over time. And I, one of my customers said, you know, oh my gosh, someone just asked me if I got Botox and I, I've never gotten Botox. I swear your skincare is helping me. Again, I love, I love the drama. People bring me all sorts of reviews, which I appreciate.

26:47And, and you know, there are times I'll get one or two. Oh, it didn't work for me. But most of the time it's, it's just so soothing. People love the smell. They love the routine of everything. And again, it looks pretty on their vanity and it's exciting. And I get a lot of girls, girl and girlfriends saying, oh, well, my boyfriend really loves this. Can you send me another cleanser? Will you send me the moisturizer for him? And so that's always fun when you hear that family and friends are diving into products that they see on their friends' shelves.

27:20Kara Goldin:So you went from a service industry to a physical goods industry, which is a really big deal for anyone who's never done a physical goods and dealing with all of the back end operations that go along with it. But what do you think was the most difficult part of that transition? And I guess what was similar? Because in many ways in event planning, I mean, you're kind of running your own mini businesses. So in some ways, you were a founder, right? You have to make sure that everything is getting done and also that you stay focused on costs and all of those things. So I bet that was an incredible experience.

28:09Kara Goldin:but still it's different, right? Yeah, it's quite different. I was working for an amazing event planner in Chicago and he taught me so much, especially I think it's time management and managing people. I think the service industry is, there's no room, you can't be offended. You can't, you know, there's no room to get upset with anyone. You just have to keep going because the event's going to keep going with or without you. So that was a big one. It's just continue forward. And the logistics side of event planning was really helpful for me because planning all like, you know, everything from the bottles, the manufacturing of the formula, the events, it's a lot of logistics.

29:00So that helped. I think the biggest difference is for me, I mean, yes, I work with my family, but this it's kind of like you got to figure this out. And not that I didn't have support because I have amazing support. But at the end of the day, I'm passionate about it. I'm the one who is feeling a bit more intuitive with what it is that we need to get done and doing the research and all that. So I think it's just a way bigger responsibility. and a lot more pressure. So that is a little bit of a difference, I'd say.

29:38Kara Goldin:So what is success for you for the Golden Child brand? You relaunched the brand last June. And I guess, what are you looking for in launching, relaunching the brand? And when do you know you're hitting it? Yes. So I really, the point of this is to help other people who are dealing with acne, sensitive skin, eczema, and that are, you know, struggling to find that one product or two or three products that really help soothe their skin, calm their skin. And I think a big part of my, the design of the business is to really work well with what's going on in the derm world and what's going on in the medical industry.