• 1 hour 3 minutes
    Estée Lalonde on Building Mirror Water and finally asking for help

     “I love a trier. It doesn’t matter where it goes. If you are actually out there trying, that’s the special sauce right there.” - Estée Lalonde

    Estée Lalonde has spent 16 years as a content creator, building an audience of more than a million YouTube subscribers. When she launched her body care brand Mirror Water, she’d never had a corporate job and had never used a spreadsheet. Five years later, the brand is mostly self-funded and has grown entirely organically, with no paid media until recently. It’s stocked in Space NK, Liberty, Selfridges and Cult Beauty. In this episode, Estée gets honest about the difference between building an audience and building a business. She talks about why followers don’t automatically become customers, why she still doesn’t take a salary from her own brand, and what it really takes to launch a beauty brand on a fraction of the usual budget.

    For aspiring female entrepreneurs and creators who want to build a brand that stands on its own, this is a candid look at creator-led brands and retail. Estée shares the founder mistakes she’d undo (hello, expensive office), how landing her first stockist and one glowing press review changed everything, and why she’s always asking other founders for help. She also covers how she weighs raising investment against staying independent, how she splits her time between Mirror Water and her YouTube channel, and how she’s keeping the brand distinct on an increasingly crowded body care shelf. She also opens up about the year she finally asked for help, why “good enough” isn’t good enough anymore, and why networking in person still matters.


    INSIDE THE EPISODE:

    00:00 — Intro: Meet Estée Lalonde

    02:26 — The Year She Finally Asked for Help

    09:48 — Nobody’s Coming to Save You

    12:59 — Why You Have to Be in the Room

    18:45 — Why “Good Enough” Isn’t Good Enough Anymore

    23:16 — Founder Mistakes, Motherhood & Having It All

    30:07 — Falling Back in Love With YouTube

    33:07 — How Mirror Water Started

    37:09 — A Brand That Never Tells You to Do More

    41:03 — Raising Money vs Staying Self-Funded

    44:42 — Running a Brand and a Channel at Once

    47:45 — Why Followers Don’t Equal Customers

    50:33 — What Moved the Needle: Stockists, Press & Founder Friends

    53:55 — Standing Out on a Crowded Shelf

    56:32 — Setting the Tone for What’s Next + Where to Find Estée


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    This episode includes references to third-party brands, retailers, creators and publications (including Space NK, Liberty, Selfridges and Cult Beauty) discussed for educational commentary. Nothing in this episode is financial or investment advice. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

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    27 October 2026, 3:42 am
  • 48 minutes 31 seconds
    How Saie Built a Diehard Beauty Community

    “The audience comes last, so that they can come first.” - Erin Starkweather

    How does a beauty brand that only launched in November 2019 end up selling one Glowy Super Gel every 10 seconds at Sephora? Erin Starkweather, Creative Director of Saie Beauty, has been there even before day one. She started out packing boxes in her apartment on Sunday nights, and today she shapes every visual touchpoint of the brand. Before Saie, Erin worked at Cap Beauty in New York and as a beauty consultant, until founder Laney Crowell brought her in. In this episode, she takes us inside the creative world of one of beauty’s most-loved brands: “easy, effortless and elevated” makeup for skin that looks like yours, only better.

    Erin breaks down how a beauty campaign comes together, from the product brief and mood board to the Super Suede Eyeshadow launch starring Helena Christensen, inspired by 90s Steven Meisel imagery. She explains why Saie shoots its baked powders in Italy, how she plans Sephora fixtures and visual merchandising a year in advance while staying nimble, and how often the team shoots to keep content fresh. She also shares how Saie built a diehard community through events, its Clean Beauty Crew, an arts and culture program, and its livestreamed Makeup Class, plus advice for small beauty brands growing a fandom on a low budget. Rounding it out: what it’s like to choose in-house over consulting, what she learned from Laney about not taking no for an answer, and what’s next as Saie launches in Sephora UK. If you work in beauty marketing, brand building or creative direction, or you just love Saie, this one’s for you.


    INSIDE THE EPISODE:

    00:00 — Intro: Meet Saie’s Creative Director

    02:55 — How Saie’s Creative Process Works

    08:18 — Why “The Audience Comes Last”

    09:43 — Why Saie Shoots in Italy

    11:13 — From Packing Boxes to Planning a Year Ahead

    15:54 — Super Suede Eyeshadow & the One-Shade Look

    18:47 — Behind the Helena Christensen Campaign

    25:15 — Let’s Build a Beauty Campaign

    28:55 — How Saie Built a Diehard Community

    34:13 — What Moved the Needle: From Launch to Sephora

    38:01 — In-House vs Consulting & Not Taking No

    41:58 — Launching Saie in the UK

    44:43 — Saie’s Makeup Class & Where to Shop


    Connect with our Guest:

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    This episode includes references to third-party brands, retailers, publications, campaigns, and photographic works (including Sephora and the work of Steven Meisel) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    20 October 2026, 1:05 am
  • 39 minutes 13 seconds
    Shared Stages: Does Engagement Make Money with Sally Obermeder

     “Likes are a beautiful vanity metric... but if your wallet’s not killing it, why are we doing it?” — Sally Obermeder

    This episode was a part of a juicy panel at the Social Summit Manly 2026. We can’t wait to take you behind the curtain with Sally Obermeder, founder of Ziish (formerly Swiish)! 

    Can you actually get paid for likes on Instagram, TikTok or Facebook? Does 100k likes mean you’re making money? Sally Obermeder, former Channel 7 entertainment reporter turned co-founder of wellness brand Ziish (formerly Swiish), says the answer is no, not on their own. After a stage three cancer diagnosis the day before giving birth, Sally and her sister turned a green smoothie blog into one of Australia’s best-known wellness brands. It now has around 20 products, stocks in all 500 Priceline stores, and launched into Boots in the UK. Recorded live at Social Summit, this fireside chat with Arielle closes the gap between likes, engagement and real sales.

    Sally breaks down exactly how to monetize your social media following and turn engagement into revenue. She covers why the algorithm is “pot luck” and why your email list is the land you actually own. She also shares how she builds lead magnets that cost $0 (including the dopamine menu that landed her on Sunrise), how ManyChat comment automations grow your audience, and why “the best way to sell is to not sell.” Other topics include how to collab with bigger brands, how she tests content organically with trial reels before spending on Meta ads, what makes a video ad a “banger,” and how to run IRL events on a small budget. It finishes with live audience Q&A, where Sally gives on-the-spot marketing advice to a small business florist and a B2B consultant. If you’ve ever wondered how creators and small businesses really make money online, this one is for you.


    This episode features a big shout out to our friends at Many Chat! If you loved the sound of Many Chat in this episode, use our link to get your first month FREE with Many Chat Pro! 


    CLICK HERE! - https://manychat.partnerlinks.io/60dpckpyh4zt-ogcg6e 


    FREE DOWNLOAD

    Get the free Beyond the Likes checklist: 6 steps to turn social media attention into revenue


    INSIDE THE EPISODE:

    00:00 — Intro: Meet Sally Obermeder

    02:57 — Likes vs. Money & Owning Your Audience

    07:45 — Lead Gen That Costs $0: The Dopamine Menu

    10:30 — Reaching “Sally”: Wellness-Adjacent Content

    13:19 — ManyChat, Collabs & Dating Up in Business

    17:39 — Giveaways, Email & the Art of Not Selling

    22:21 — Ads: Test Organically, Then Back Winners

    26:04 — What Makes a Video a Banger

    28:50 — IRL Events: Spend Where It Matters

    33:19 — Live Q&A: Sales Advice for Small Businesses

    Connect with our Guest:

    Enjoyed this Episode? Join our Community!

    Follow us to get notified every time a new episode drops every Tuesday.


    See you at the next one!


    This episode includes references to third-party brands, platforms and retailers (including Instagram, TikTok, Facebook/Meta, ManyChat, Priceline and Boots) discussed for educational commentary. Nothing in this episode is financial advice. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    14 October 2026, 6:34 am
  • 1 hour 1 minute
    Jamie Green is strapped to a rocket ship, from mag covers to Oprah

    "It's all relationships... learn the camera, definitely. But then invest your time in relationships." — Jamie Green

    Jamie Green didn't pick up a camera until 2017. Before that, he was building a social enterprise sleepwear label in Melbourne. A move to Byron Bay, photos of his wife for Instagram, and one brand asking "can you do that for us?" turned into a whirlwind career. He has shot campaigns across Europe, a GQ cover with Cody Simpson, Oprah for People, and celebrity work for Netflix, all while being based in a small surf town in Byron Bay.

    In this episode, Jamie and Arielle get into the side of photography that has nothing to do with settings. They cover why building trust with talent matters more than a technically perfect shot, how he burnt out shooting five days a week through Covid and stepped back from his career, and the beach swim that led to shooting Oprah. He also explains how meeting Greg Williams changed his whole approach, and what "rolling the dice" on a Paris trip actually looks like. It's an honest look at building a global photography career on relationships, the long game, and the myth of overnight success.


    INSIDE THE EPISODE:

    0:00 — Intro: Meet Jamie Green

    01:10 — From a Sleepwear Label to Shooting for Spell

    04:50 — The Covid Boom, Paris & the GQ Cover Call

    08:09 — How Jamie Builds Trust with Celebrities

    12:39 — Tethering, Burnout & Building the Byron Barn

    17:30 — Hitting Pause, Then Shooting Oprah

    21:27 — Greg Williams & Going Documentary-Style

    24:44 — Rolling the Dice in Paris

    29:12 — The Long Game: Seeds, Euros & Family Travel

    35:26 — Fluid Style, Big Goals & Proving Doubters Wrong

    41:39 — Artists, Brands & Reading the Room

    45:07 — Shooting for the Archive with Sam

    48:56 — NYC Time & the Overnight Success Myth

    53:45 — The Netflix Airport Dash

    56:54 — Where to Find Jamie, Film Plans & "Stills Only"


    Connect with our Guest:

    Enjoyed this Episode?Join our Community!

    Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!


    This episode includes references to third-party publications, brands, celebrities and photographic works (including the work of other photographers) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    6 October 2026, 3:23 am
  • 56 minutes 32 seconds
    Styling for Prada, Cartier & Bvlgari: The Many Hats of a Celebrity Stylist with Jess Pecoraro

    Jess Pecoraro didn't know what a stylist was until she walked into the Cosmopolitan fashion cupboard. By 23, she had worked her way through some of Australia's biggest magazines. Then she walked away from her dream job with no clients, no title and no safety net, betting she could build something bigger on her own. Today she's one of Sydney's most in-demand celebrity stylists and fashion brand consultants. Her work spans Fashion Week runways, GQ Men of the Year, NGV x Cartier Gala,  luxury trunk shows, brand consulting and private clients on retainer.

    In this episode, Jess breaks down the many hats a stylist wears beyond the clothes themselves. On a runway she's across the fittings, castings, hair and makeup briefs, music and lighting. Brands bring her in before a collection is even designed ("700 tops for one pair of pants"), and she tells her favourite clients to "just tell me the budget." She's honest about cash flow, the Covid-era business she launched and closed, learning to be on camera, and why she kept her second pregnancy quiet to protect her client base. It's a rare, candid look at building a service business in a small market, and what "effortless" style really takes behind the scenes.


    INSIDE THE EPISODE:

    00:00 — Intro: From Cosmo Intern to Stylist

    04:11 — Quitting at 23 to Go Freelance0

    9:04 — The Money Side Nobody Teaches

    11:34 — A Covid Business & Camera Fear

    16:16 — How Stylists Really Get Paid

    19:10 — Why Brands Need a Stylist

    23:13 — Big Projects & Private Clients

    28:18 — Inside Fashion Week & GQ

    39:09 — Motherhood Without Losing Clients

    44:58 — The Effort Behind "Effortless"

    48:49 — Can a Styling Business Scale?

    54:08 — Fave Aussie Brands + Where to Find Jess


    Connect with our Guest:

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    This episode includes references to third-party fashion houses, publications, events and brands discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    29 September 2026, 8:13 am
  • 37 minutes 13 seconds
    Founder and Expert-Led Video Content: The Complete Framework for 2026

    If you're a founder, business owner, or the person on the marketing team who keeps getting told "we need more founder videos" , this episode is the actual framework, not just the advice why & how to do it.


    In this Petit, Arielle breaks down exactly how she produces founder-led and expert-led video content for her own retainer clients, including real case studies from Sheila the Label and McMullen & Co. She covers two filming methods (the interview approach and the "chat-to-camera" method), why founder-led content is becoming the biggest competitive edge a small business has against AI-generated content and fast-fashion-style brand positioning, and closes with 15 specific content prompts you can use immediately free download linked below.


    In this episode, you'll learn:

    • Why founder-led video content is becoming essential for SEO and AI-search visibility, not just social engagement

    • Two proven filming methods for founder and expert-led videos — no crew or script required

    • How one interview becomes 5+ pieces of content (hero video, B-roll, trial reels)

    • 15 ready-to-use prompts for founders who don't know what to say on camera

    • A real distribution and posting cadence you can actually stick to

    INSIDE THE EPISODE:

    00:00 — Intro: Why Founder Videos Matter Now

    03:36 — The Market Shift: Why Brands Like Zara Are Repositioning

    05:18 — The Emotional Reality of Showing Up on Camera

    09:40 — Method One: The Interview Approach

    09:51 — Case Study: Alice McMullen — One Sitting Becomes 5 Videos

    14:44 — Case Study Two: Claire & Sheila the Label

    18:38 — Method Two: Chat-to-Camera ("Yapping")

    20:07 — The Real Secret: Answer, Don't Announce

    22:37 — The 15 Prompts, Part 1: Curiosity, Opinions & What You See Differently

    27:16 — The 15 Prompts, Part 2: Credentials, Principles & the Future You're Building

    31:59 — Distribution: Post Everywhere, Test & Commit to One a Week

    32:53 — Recap & Call to Action


    Get the Free Founder Video Prompt PDF here: https://bit.ly/4jfri4E


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    Join our Community!

    Follow us to get notified every time a new episode drops every Tuesday.See you at the next one!

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    22 September 2026, 2:20 am
  • 1 hour 6 minutes
    Why Fashion Still Chases Film: Inside Brydie Mack's World

    Most photographers shooting fashion campaigns today work in digital, instant previews, instant safety net. Brydie Mack, known to her audience as Wolf Cub, doesn't. She shoots everything on film: three to four rolls per look, five different cameras on set as backup, and a vague idea of what she's actually got until the lab sends it back.


    In this episode, Brydie breaks down exactly what it takes to specialize in film in an industry that's mostly moved on from it, the real cost and risk of every shoot, why brands are chasing the medium-format, hand-printed look right now, the airport scanner mistake that can ruin a week of work, and her honest take on why AI is about to make "handmade" the new luxury. She also opens up about stepping back from photography as her next chapter, and gives us the first real look at Lens, the film photography course she's building to pass on everything she knows.


    INSIDE THE EPISODE:

    00:00 — About Brydie and the Wolf Club Origin

    04:47 — On-set Politics

    08:03 — The Cost & Risk of Film Photography

    09:11 — Photography Heroes

    13:52 — Anatomy of a shoot

    15:49 — Camera Recommendations for beginners

    18:56 — Film Stocks and Flying with Film

    22:43 — Managing Shoot Days

    24:33 — Dream Clients & US Visa Problems

    29:08 — Life Outside Work

    34:16 — Boundaries on travelling for work

    35:58 — A Photographer’s Dream Model

    39:21 — Pitching Jobs

    40:20 — Photography Inspiration

    44:59 — Shooting Nudes

    52:53 — AI in Photo & Film Industry

    59:34 — Szilvesztre Mako

    1:00:29 — Film Lab Recommendations

    1:03:36 — Advice for aspiring film photographers

    1:04:15 — Connect with Brydie


    Join the Waitlist for Lens:

    Brydie's upcoming Film Photography Course 


    Connect with our Guest:

    Enjoyed this Episode?

    Join our Community!

    Follow us to get notified every time a new episode drops every Tuesday.

    See you at the next one!


    This episode references other photographers and their work for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

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    22 September 2026, 2:19 am
  • 1 hour 13 minutes
    The Story Behind Persona's Debut Issue, with Bella Freud

    "It's an object of obsession about one woman... you genuinely get an intimacy that you cannot find anywhere else." — Grace O'Neill & Paulina Paige


    Grace O'Neill and Paulina Paige have built magazines and campaigns for some of the biggest names in fashion media. But this time, they threw out every rule they knew and started from zero with no guardrails, no existing audience, no safety net. The result is Persona: a biannual, single-subject magazine that reads more like a coffee table book than a glossy, with its debut issue built entirely around Bella Freud.


    In this exclusive interview, Grace and Paulina walk through exactly how Persona came together, the cold email that convinced Bella Freud to say yes, the unpublished 90s photo archive they talked a photographer into handing over, getting the rights to a Lucian Freud portrait, and the real numbers behind launching a $75 magazine with zero followers. It's a rare, honest look at what it actually takes to build a print product from scratch in 2026 - the creative risk-taking, the budget conversations, and the trust it takes to hand a stylist "a little kernel of an idea" and let them run the thing.


    INSIDE THE EPISODE:

    00:00 — Intro: Grace & Paulina The Lead-Up to Persona

    05:27 — From Massive Infrastructure to Doing It All Themselves

    07:41 — What They Knew Going In

    14:26 — What If a Magazine Had No Rules?

    16:47 — Deciding on Bella Freud

    18:52 — The Cold Email That Got Bella Freud on Board

    22:08 — The Moment They Knew It Was Really Happening

    22:57 — Building the Book Around What They Had

    31:35 — Is It Really an Australian Magazine?

    34:16 — Talking Budgets: Landing Dior & Reframing Beauty With Mecca

    42:14 — What It Actually Takes to Print

    44:18 — Production vs. Printing

    48:23 — The Launch Gamble

    53:32 — How Much Room Does This Take Up in Your Life?

    58:24 — Partnership

    1:00:29 — Where the Creative Stimulus Comes From

    1:04:00 — Second Issue?

    1:08:32 — Where to Find Them

    1:10:15 — Persona Launch Party


    Take a look at Persona:

    Connect with our Guests:

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    Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!


    This episode includes references to third-party archival imagery and licensed material (including works connected to the Lucian Freud estate) discussed for educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

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    22 September 2026, 2:15 am
  • 31 minutes 55 seconds
    Allow me to reintroduce myself: The story behind Process the Podcast

    "My parents owned a five star luxury hotel that they built when I was ten... it formed me in a way that I cannot even comprehend." — Arielle Thomas


    For over 140 episodes, Arielle's been the one asking the questions. This week, she turned the mic on herself. With so many new listeners joining after the Merit episode went viral, it felt like time to rewind the tape, who she actually is, how Process the Podcast came to exist, and where her seven-figure production company, Cinema Thom, stands today.


    From growing up behind the scenes of her parents' five-star hotel, to a teenage sales job at Scanlan Theodore, to acting school in New York, to directing a Kmart TikTok vertical that helped drive enormous value for shareholders. 


    This is the full, unfiltered walk through everything that built the person behind Process. It's personal, it's honest, and it's the episode to send anyone who's ever asked, "wait, how did you get into this?"


    INSIDE THE EPISODE:


    00:00 — Process the Podcast and Arielle's Origin Story
    01:45 — Growing Up in Hotels: The Lyall
    03:42 — Learning the Value of a Dollar
    05:20 — Moving to New York for Acting School
    06:00 — Coming Home & Arielle's Acting Career
    08:17 — Behind the Camera with Meat and Potatoes
    10:54 — Working with Kmart
    14:09 — The TikTok Era
    17:45 — Global Expansion: Anko Philippines
    19:43 — How Process the Podcast Came to Be
    21:21 — Process Today
    27:52 — Cinema Thom Today
    28:30 — What's Next?


    Enjoyed this Episode?

    Join our Community!


    New here? We're now on YouTube with a companion panel alongside the video, worth a watch if you're a visual person! Follow us to get notified every time a new episode drops every Tuesday.

    See you at the next one!


    This episode references past projects (Meat and Potatoes, Deadline Gallipoli) discussed for personal/educational commentary. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    22 September 2026, 2:13 am
  • 55 minutes 17 seconds
    From Princess Diana to Kim Kardashian: How Joh Bailey Built Legacy and Relevance for 41 Years

    "You can't afford to be an arsehole if you're famous; people talk about it too much." - Joh Bailey

    Forty-one years ago, Joh Bailey opened a single Double Bay salon with one goal: to be number one. Today, that same "no bullshit" philosophy has taken him from doing Princess Diana's hair on royal visits to building his own haircare line from scratch; tested, adjusted, and re-tested until it was right.

    In this episode, Joh gets refreshingly honest about what it actually takes to survive four decades in an industry built on trends: the phone call from Buckingham Palace that changed everything, what working with clients like Kim Kardashian taught her about fame and behaviour, surviving the GFC when she and her business partner Marilyn had "no idea what to do" with the money coming in, and why she still tests every product on himself before it ever reaches a client. It's part masterclass, part memoir, and a genuinely funny, unfiltered look at what it takes to build something that lasts.


    INSIDE THE EPISODE:

    00:00 — Intro: 41 Years & the Marilyn Partnership

    03:05 — The Non-Verbal Language of hair

    06:45 — The accidental business partner

    09:01 — Breaking the judgement intimidation in salons

    11:08 — Anatomy of a world class blow-dry

    15:41 — Doing Princess Diana's Hair

    21:53 — 40 Years of Ups & Downs

    26:47 — Celebrity Clients

    28:25 — Building the Haircare Line

    33:20 — The harsh reality on how to have good hair

    35:02 —Business Advice for Hard Times

    29:23 — Going Global?

    40:02 — Giving Back & Handwritten Notes 

    42:25 — Can Damaged Hair Be Repaired?

    46:05 — Work Ethic

    47:32— What's Next?

    54:01 — Connect with Joh 


    Connect with our Guest:

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    This episode includes discussion of third-party public figures and historical events for educational commentary. Any imagery referencing Princess Diana or other celebrities is press/archival material; all rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

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    22 September 2026, 2:10 am
  • 59 minutes 8 seconds
    How Merit Built a Cult Following Before It Had a Name with Aila Morin

    Aila Morin is the founding Chief Marketing Officer of Merit Beauty, one of the fastest-growing brands in the beauty industry. On this episode of Process, host Arielle Thomas sits down with Aila for a rare, in-depth conversation about brand building, marketing strategy, and product development, from Merit's earliest days as an anonymous Instagram account to its most recent Clean Volume mascara launch.


    Aila walks through how Merit built a loyal community before the brand even had a name, why the company skipped paid advertising entirely for its first four months, and how a single UX fix increased sales by more than 100%. She also gets candid about product failures, the emotional weight of building something people trust, and why Merit has no interest in using AI in its creative process.


    This conversation covers founder transparency, marketing strategy, brand building, product development, and the beauty industry from the inside, a masterclass for anyone building a brand, working in marketing, or curious how one of beauty's most consistent companies actually operates day to day.


    INSIDE THE EPISODE:

    00:00 — Intro

    00:38 — How Merit Came to Be

    03:15 — Finding the White Space in Beauty

    05:10 — Building a Brand That Doesn't Need the Product

    07:17 — Learning to Sell from the Shop Floor

    09:46 — The Secret Instagram Account That Became Merit

    11:33 — Skipping Paid Ads for Community as a Focus Group

    13:12 — Why Great Brands Aren't Built on Virality

    16:59 — Reinventing the Foundation Stick

    22:13 — Data Over Market Reports: Building Clean Volume

    26:11 — The Kaizen Approach to Product Development

    29:24 — Story First: How a Launch Actually Gets Built

    34:15 — Why Merit Never Starts With the Grid

    35:20 — Casting With a Story: Whitney Leavitt & Karen Pittman

    38:10 — Self-Doubt Behind the Confidence

    40:28 — Owning Polarizing Reviews

    42:17 — What Hasn't Worked

    44:30 — The Unglamorous Reality of Running Merit

    46:22 — Building a Brand That Lasts 100 Years

    49:00 — Clean Volume's "See to Believe" Sampling Strategy

    50:37 — The Future of Social & Why No AI Creative

    52:41 — Arielle's Personal Encounter With Merit

    55:36 — Beauty: Shame vs. Belonging


    Connect with our Guest:

    • Aila Morin on Instagram: @ailamorin

    • Merit Beauty on Instagram: @merit

    • Website: meritbeauty.com


    Enjoyed this Episode?

    Join our Community!

    • Your host, Arielle Thomas, on Instagram,⁠@arielle.thomas⁠:

    • Us, on Instagram,⁠ @processthepodcast

    •Whatsapp Community @processthepodcast


    Follow us to get notified every time a new episode drops every Tuesday. See you at the next one!


    This episode includes third-party audio used for educational commentary and reference. All rights and ownership belong to their respective copyright holders. This content is utilized under Fair Use principles and does not imply endorsement or affiliation with Process The Podcast. For takedowns or copyright inquiries, please contact [email protected]

    Learn more about your ad choices. Visit megaphone.fm/adchoices

    4 August 2026, 12:00 am
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