Show Notes: In this episode of the Beyond Beauty Podcast, host engages with Estée Lalonde, a Canadian-born, London-based creative director and founder of Mirror Water. Estée shares her journey from moving to London at 19, starting a beauty blog, and transitioning to YouTube, amassing over a million subscribers. She discusses the creation of Mirror Water, inspired by her passion for self-care and mental health. The conversation delves into the challenges of entrepreneurship, including funding, product development, and market research. Estée emphasizes the importance of community, authenticity, and sustainable growth in the beauty industry. About Estée: Estée Lalonde is a Canadian-born, London-based Creative Director, Content Creator, and Founder of Wellness brand MIRROR WATER. Known for creating beauty and lifestyle content, it’s the sense of community she’s built within the online space that Estée is most proud of. Looking back to Estée’s first few YouTube videos from more than a decade ago, it’s clear that beauty, vulnerability, and self-reflection were at the heart of the content - so it’s a natural progression that these would form the foundation of MIRROR WATER, too. Opening up about her life, talking about her vulnerable side, and addressing her mental health struggles has resulted in her audience feeling understood, hopeful, and connected. When she’s not working, you’re most likely to find Estée soaking in the tub, drinking her favourite red wine, or walking around the park with her rescue dog, Effie. Timestamps: Starting Her Career (00:05:08) Estée discusses how her blog and YouTube channel grew, focusing on beauty and personal stories. Transition to Entrepreneurship (00:06:27) She reflects on her desire to start her own brand and the challenges faced. Vulnerability in Sharing Online (00:07:54) Estée talks about the difficulty of being vulnerable on social media and its impact. Launching Mirror Water (00:10:07) She explains her motivation for creating Mirror Water and the challenges of entrepreneurship. Choosing Product Focus (00:12:31) Estée details her research and decision-making process for the product line at Mirror Water. Challenges of Modern Wellness (00:15:07) She critiques the unrealistic expectations of wellness trends and promotes intuitive living. Mechanics of Starting a Company (00:17:26) Estée shares her experience with creating a business plan and funding challenges for Mirror Water. Building a Community (00:20:32) Estée discusses the importance of having a community for launching a beauty brand. Hype Before Launch (00:21:30) Creating intrigue on Instagram before launching products helped build excitement and engagement. The Importance of Branding (00:22:40) Spending time on branding and design was crucial for establishing the brand's identity. Differentiation in a Saturated Market (00:23:34) Estée emphasizes the need for differentiation in the crowded beauty industry. Fostering Community Engagement (00:24:23) She shares strategies for building community excitement six months before product launch. The River Water Monologues (00:24:58) A series showcasing personal thoughts helped create an intimate community connection. Challenges of Content Creation (00:26:36) Transitioning from free content to paid collaborations has become increasingly difficult for brands. Evolving Paid Content Dynamics (00:27:35) Discussion on the shift from free to commission-based content creation in the industry. Managing Creator Relationships (00:29:04) Navigating relationships with content creators is challenging for brands in today's market. The Role of Profitability (00:33:07) Estée highlights the importance of sustainable growth and profitability in brand success. Long-Term Brand Growth (00:35:25) She reflects on the need for patience and consistent effort in building a successful brand. Future Plans and Expansion (00:37:37) Estée shares her excitement about expanding into new markets and product lines.

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