The influencer/content creator landscape has changed so much in such a short amount of time. Not even five years ago, it wouldn’t be that uncommon if you hadn’t even really heard of TikTok, and now, that app is dominating the social game and honestly the advertising and marketing game as well. We have watched tons of creators skyrocket from having small followings to becoming celebrity figures in their own right, and as someone who loves fashion and beauty, the creators in those spaces have always been my favorite. The way we consume social media and the way influencers become lucrative has certainly shifted, and one way that beauty and fashion influencers, in particular, have turned their social followings into multiple streams of revenue is by starting their own businesses.
I have always been amazed by female entrepreneurs, as my mother is one, and throughout my time at Who What Wear, I have been lucky enough to rub elbows with and interview some of my favorite influencers turned founders. Four women stood out to me when I was thinking about the influencers whose style I’m obsessed with and who have businesses that are actually pretty badass. Tessa Barton, Ella McFadin, Emma Leger, and Cass Dimicco have been in the influencer game for a while now but have become full-on bosses and the go-to destination for all things fashion and beauty for fashion people and beauty lovers alike. So of course, I had to tap these four ladies to talk about everything from running a business and being a creator at the same time to the fashion items that are the backbone of their chic wardrobes.
Keep scrolling to read my conversation with these four powerhouse influencers and shop the pieces they swear by.
What inspired you to start your own business?
I was always a terrible employee (ha ha). I say that lightheartedly, but I guess I just knew I’d always be my own boss. I grew my platform to a place I felt where I was ready to start a venture separate to the personal business and brand I had been working so hard at for years. I don’t take having this platform for granted. I’m so grateful for the community that I’ve built, and I’d be insane not to bring more value to them with tangible items I know they’d love and be able to enjoy on such a personal level. Because they’ve been through this journey with me, they now get to be involved in something so special to us all.
Why olives?
Olives have always been special to me. You could almost say [they’re] an obsession. I felt an untapped niche where I knew I could bring value and become an expert in. My community has followed along my journey and know that this is something so organic and true to myself, and that’s why it felt right. Olives have been at the center of my dining table, in my cocktails on evenings out with friends, and my favorite go-to late-night snack. I wanted to share my love of olives with everyone but introduce an intermix of all of my passions from fashion, beauty, and travel to create the perfect aesthetic jar for your photos with premium, delicious olives inside for my fellow olive lovers to enjoy.
What has been one of your biggest challenges as a founder and creator?
Starting this journey in a new industry that I was unfamiliar with has definitely widened my scope on the food industry, and I have learned so much along the way. With all the lessons learned, late nights, brainstorming sessions with my team, and figuring out the logistics of how to bring By Emma Rose to life, I am truly so proud of what my team and I have accomplished. Having this be my true passion project in life has motivated me in ways and brought out other skill sets in me that I didn’t know I had in me!
As for being a creator, the biggest challenge I have had to overcome is creating a healthy work/life balance. While running my own personal platform and creating multiple startup businesses, it has definitely made me busier than I have ever been. I would love to say I have it all figured out, but that’s something I’m still constantly working on and will, I think, be a work in progress forever.
What do you see coming next for you and your business?
I have many exciting plans for this spring and summer that I cannot wait to share with everyone! With the recent launch of By Emma Rose, we have some mouth-watering new launches, adding new categories, and super-fun events that I can’t wait to see come to life.
What advice would you give someone who is looking to become a founder themselves?
The advice I would give to an aspiring entrepreneur is to be genuine and true to yourself and what you want to share with others. When you’re passionate about something and truly believe in the product or item, you will have so much fun with the creative process and want to be fully involved and devoted to your business. If you are consistent and work hard, I believe that you will be rewarded with the success you so truly deserve.
You are known not only for being a founder and a force to be reckoned with in the social media world but also for having epic personal style. What items do you trust to make you look your chicest?
I’m a big believer in taking risks with your wardrobe while also honoring your personal style and what inspires you. My go-to items that I trust to make me look my chicest are a good pair of comfortable heeled boots that you can interchange with your outfits, good basics that you can rely on, a pair of comfortable heels that you can dance the night away in without regretting your footwear choice in the morning, a pair of black trousers that are great to dress up and down, a long leather jacket to wear on your nights out, and, lastly, a comfortable, trusty pair of denim.
What inspired you to start your own business?
I grew up in a very entrepreneurial household and always knew I wanted to start my own business with creative freedom to create a product I personally use daily. Skin by Ella Rose blush crèmes solve the problem of being intimidated by makeup and feeling confident in my simple routine. I love how it naturally brings out my inner glow and doesn’t look like I’m wearing heavy amounts of makeup.
Why a makeup line?
I’ve never been the girl watching makeup tutorials online or taking a paycheck to Sephora to try the newest viral makeup product. I felt like I didn’t know how to do makeup, so I never really tried. I always just stuck to the simple products like mascara and blush. This is what inspired Skin by Ella Rose. I wanted to create less intimidating products for the girl who wants to enhance her inner natural beauty, not cover it up with heavy products. Over the past two years, I have now realized playing around with makeup and learning techniques is so much fun, and this will have a huge role in what’s next to come for Skin by Ella Rose.
What has been one of your biggest challenges as a founder and creator?
It’s really hard to manage it all. I feel like when I am giving one project or brand my undivided attention, the other is lacking. Both my personal brand and Skin by Ella Rose mean so much to me, so I want to be available to both at the same time whenever I possibly can. I have been so lucky to hire a right-hand man who is supporting Skin by Ella Rose and truly sees the vision for the brand.
What do you see coming next for you and your business?
We have so much coming with our next launch this year. … New products, new shades, new formulas, and some adorable makeup accessories as well. I can’t wait to show the world. It has taken us over a year since we started this refresh and working to create our new line. We have been tweaking and fine-tuning every possible detail so it is perfect when it is in everyone’s hands.
What advice would you give someone who is looking to become a founder themselves?
There is no better time to start than now. You must believe in yourself or trick yourself into it (hello, imposter syndrome) and know that you are strong and deserving and can work hard enough so that it all pays off. I think a lot of people don’t start brands or follow their dreams because they are afraid of failing or don’t believe in themselves.
You are known not only for being a founder and a force to be reckoned with in the social media world but also for having epic personal style. What items do you trust to make you look your chicest?
What inspired you to start your own business?
I grew up in a family of entrepreneurs, artists, and designers. I watched my mother start her incredible business from the ground up, and it was always something I knew I wanted to do myself. From starting an art class for the local neighbors as a kid to creating a candy shop for the fans at my brother’s baseball games, I just loved working for myself and being able to create something out of nothing—thinking about the entire story of a brand, the way it makes people feel, the connection, the problems you can solve. Starting the Tezza app was not my first business but quickly became the most successful because of all of the others I had tried before it!
I love photography so much. I could talk about it and think about it until I was blue in the face. Inspiring other people to think about art and creativity felt like my calling.
Why a photo- and video-editing app?
I got my BFA in photography. I was obsessed with storytelling and fashion and built a community of people who were hungry to do the same. There wasn’t an app coming from a creator’s perspective, someone who was working in the space, and even more so a female’s perspective. Other apps seemed to be a simple tool built by a bunch of tech dudes in a basement. Tezza is a brand. We believe in the art of life. That is our company motto. Everyone is creative. There is art in everything that we do—the way we think, the way we dress, the way we make lists and go about our day. We wanted to make creating fun and easy. The app is powerful enough for the professional creative who needs it every day but easy enough for someone who wants to dabble, try something new, or get inspired.
What has been one of your biggest challenges as a founder and creator?
In the beginning of my career and throughout my life, being creative never seemed to be taken seriously. People would roll their eyes when I said I wanted to work in fashion or be a photographer. Only now, all these years later, are people understanding the power of what being a creator actually is. I’m so grateful to see that shift, but we still have a ways to go. As a woman, especially in the tech space, it’s extremely difficult to get taken seriously. When asked what I do, I’m often greeted with words like “cute” or “fun.” Only until I start to talk about numbers and the scale of our business do people perk up and take me seriously. We are in a very exciting time. The creator economy is growing at an insanely rapid pace. It’s amazing that women are leading this creative space, and I am so excited I have a business that supports even just the smallest part of making their creative process easier every day.
What do you see coming next for you and your business?
We are diving hard into video editing. Of course, [we’re] bringing our special Tezza sauce to it. This is something that will be coming right at the start of summer and has been in the works for almost two years. We are also heavily focused on making our brand a home base for creators—not just a tool that you use to create but a place you can come and be inspired and connect with other creators.
What advice would you give someone who is looking to become a founder themselves?
Be curious, ask a lot of questions, and just start. I started a lot of other businesses before ending up here. Some failed, some never made it to the finish line, and others succeeded. Don’t be afraid of failure. It means you’re one step closer to something great! Our favorite line at Tezza is, “Done is better than perfect.” Don’t spend too much time worrying that it prevents you from getting your idea out there. There is a benefit to launching something and learning from your mistakes as you go. You will always be improving and making things better. That’s part of the process.
You are known not only for being a founder and a force to be reckoned with in the social media world but also for having epic personal style. What items do you trust to make you look your chicest?
What inspired you to start your own business?
I was working in product development and really enjoyed bringing ideas to life! It is such a wonderful process, from ideas to samples to finished products, and one that I really love. In the rise of the digital age, I recognized that if I built a community under my personal brand, eventually launching a brand of my own would be a bit easier. Launching Aureum was a joint effort with my husband Matt, and we knew our opposite skill sets would make the perfect founder duo. We knew that we both wanted to create something, and jewelry was the perfect fit.
Why a jewelry line?
I went through a closet transformation to a “capsule wardrobe” and a more minimal way of dressing, and I felt like my looks still needed some interesting pieces to express my individuality. Accessories are a great way to do that! Aureum pieces are meant to not only take your look to the next level but really be the focal point of interest. Cue the compliments! At the time, I felt like there wasn’t a jewelry brand that captured a high-fashion feel made of quality materials at a more accessible price point.
What has been one of your biggest challenges as a founder and creator?
It has been a challenge to balance both businesses. Even though they complement each other, it can be tricky to go from working on business-related initiatives and flip to a creative brain and create content in front of the camera.
What do you see coming next for you and your business?
We’re always striving to be better in all aspects of our business, from the designs to the customer experience. We are working on expanding categories as well as expanding into retailers, which is a very exciting time.
What advice would you give someone who is looking to become a founder themselves?
Really embrace your own point of view and creativity. I think the more you can lean into your own ideas instead of following the crowd, the more you’ll stand out and offer something fresh to your customers. But my biggest piece of advice, which I can’t stress enough, is just get started! It really is true that you will learn as you go, and every mistake you make will lead you to your next breakthrough if you have the right attitude.
You are known not only for being a founder and a force to be reckoned with in the social media world but also for having epic personal style. What items do you trust to make you look your chicest?
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