Today, I'm joined by Hollywood's go-to esthetician, Shani Darden! Shani is a walking result of her incredible products, like her fan-favorite Retinol Reform serum, which quickly grew a large online following and is now featured on Sephora's shelves. In this episode, Shani reveals the process of transforming her service-based business into a powerhouse skincare brand fueled by her inspiring passion, dedication, and the strategic use of social media.

Shani shares her top tips on listening to clients to develop specialized solutions, creating packaging that reflects your brand identity, and leveraging your online presence to scale your business. Running both her Beverly Hills flagship studio and her product line, Shani also gives you a peek into how she balances facials, product development, and family time.

IN THIS EPISODE:

- (3:24) Shani’s initial obsession with skincare and how she translated her passion into a business

- (8:01) Why it’s important to have real experts behind skin-care brands

- (8:54) How Shani developed her products to be mass-produced

- (11:36) Tips for preparing your products for major retailers and knowing when to expand

- (15:28) Advice for creating packaging that stands out on the shelves and maintains your brand identity

- (18:55) Strategies for starting a product line as a service-based business

- (22:32) Ways to optimize social media and press when scaling

CONNECT WITH SHANI

Follow Shani on Instagram

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Learn more on Shani’s website

CONNECT WITH TINA

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Mentioned in this episode:

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

RESOURCES

Learn more on the Oat Haus Website

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Sometimes the strangest ideas make the best businesses! In this episode, I’m joined by Ali Bonar, CEO and co-founder of Oat Haus, the innovative brand behind Granola Butter — the world’s first oat-based spread now available in over 5,000 stores. Today, Ali lifts the curtain on growing a unique food brand that connects directly with consumers.

In our chat, Ali shares the inspiring origin story of Oat Haus and how they built a loyal fan base online before making it to retail shelves. She offers expert tips on direct-to-consumer sales, the importance of transparency, and the essential steps for getting your product into major retailers. Ali also talks about how their customer feedback has driven product development and the role of authenticity in scaling the brand. Plus, she shares her insights on consistency, mental health, and maintaining work-life balance as a founder.

IN THIS EPISODE:

- (0:11) Ali’s career background and the origin of Oat Haus

- (3:45) How Ali approached the “better for you” food space, the nutrition facts, and the ingredients when developing the product recipe

- (6:09) Strategies for navigating direct-to-consumer sales and growing into retail stores

- (13:03) The benefits of putting a face to your brand and interacting with shoppers/employees

- (19:48) Advice for knowing when it’s time to add a new product to your line

- (24:38) Ali’s top tips for revenue growth and scaling as a small business in retail

CONNECT WITH ALI

Follow Ali on Instagram

Follow Oat Haus on Instagram

Learn more on the Oat Haus Website

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Scale your product-based business with Founders Framework!

Founders Framework

RESOURCES

RetailWire.com

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These days, if you want to succeed in retail, it's all about knowing both your product AND your media. If you're ready to take your product-based brand to the next level online, this episode is for you! Today, I sat down with the incredible Dominick Miserandino – an e-commerce expert, five-time internet CEO, and publishing consultant who runs RetailWire.com (the go-to place for retail news) and founded one of the very first online publications CelebCafe.com.

In our conversation, Dominick shares so many expert insights on how to pitch your product to online publications and why building your online brand is crucial to growing your brick and mortar store. Plus, we talk about how to truly understand your online data and use it to boost those conversions, what the future of online retail really looks like, and Dominick's thoughts on using AI in your business.

IN THIS EPISODE:

- (4:02) Everything you should be doing when pitching to publications for a feature

- (6:14) Why e-commerce brands bring on Dominick as a consultant and the intersection of e-commerce and online publishing

- (9:48) Tips for successfully navigating the constant changes in online conversions

- (15:38) The value of connecting your online brand strategies to brick and mortar retail stores

- (18:37) Dominick’s perspective on top retail trends going into 2025

- (21:14) Strategies for improving the online shopping experience for your customer

- (23:01) The importance of connecting humans to data and the key analytics Dominick tracks

- (26:45) Brand characteristics founders should always focus on

- (30:20) Dominick’s brilliant advice to founders who are just starting!

CONNECT WITH DOMINICK

Follow Dominick on Instagram

Connect with Dominick on Linkedin

Learn more on Dominick’s Website

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle