{"id":32863,"date":"2019-03-25T17:20:31","date_gmt":"2019-03-25T21:20:31","guid":{"rendered":"https:\/\/www.wework.com\/creator\/creator\/?p=32863"},"modified":"2020-03-30T17:40:17","modified_gmt":"2020-03-30T21:40:17","slug":"the-startup-diaries-the-entrepreneur-bringing-beauty-supplies-to-the-office","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/the-startup-diaries-the-entrepreneur-bringing-beauty-supplies-to-the-office","title":{"rendered":"The entrepreneur bringing beauty supplies to the office"},"content":{"rendered":"\n

Startup founders have infamously unpredictable daily schedules as they work to establish and grow their businesses. What does such an entrepreneur\u2019s weekly, daily, or even hourly routine look like when sometimes there aren\u2019t enough hours in a day? In\u00a0the Startup Diaries<\/a><\/strong>, founders walk us through a week in their lives and show what it really takes to get a fledgling business off the ground.<\/em><\/span><\/p>\n\n\n\n

December 2017 was a period of change for Rebecca Lima. First, she decided to shave her head. \u201cFor the longest time my hair was my security blanket,\u201d she says. \u201cShaving it was kind of a release for me\u2014from what other people thought of me, from what I thought about myself, and what made me feel beautiful.\u201d<\/span><\/p>\n\n\n\n

Then she decided to jettison the startup she\u2019d been working on for two years. It was an airport navigation app called Ment, and she wasn\u2019t happy with her work. \u201cI was doing it to fulfill some selfish need of mine to be bigger than I was,\u201d she says. \u201cIt was an ego trip, basically, and I realized that because I was doing it for myself and not to help other people, I had to put an end to it.\u201d In January 2018, she sold her company assets, and in February, she incorporated The Lieu<\/a>.<\/span><\/p>\n\n\n\n

Her new idea was to provide women with a space (and tools) to freshen up so they didn\u2019t have to schlep their beauty supplies around every day. \u201cI shaved my head because I didn\u2019t need any more distraction\u2014I didn\u2019t want to carry this straightener around anymore,\u201d says Lima, a WeWork Labs<\/a> member at <\/span>WeWork 142 W 57th St<\/span><\/a> in New York City. \u201cBut shaving your head, that\u2019s not a solution that\u2019s scalable.\u201d She wanted to pay forward her newfound freedom by creating what she calls a \u201c24 hour fitness for beauty\u201d\u2014a pit stop for fixing your hair, applying lotion, changing clothes, or putting on spray deodorant.   <\/span><\/p>\n\n\n\n

\"\"
Rebecca Lima of The Lieu.<\/figcaption><\/figure>\n\n\n\n

She started by hosting pop-ups at WeWork locations around the city, bringing lighted mirrors and curated beauty kits to conference rooms. \u201cI got a lot of validation that women wanted this,\u201d particularly in their workspaces, Lima says. \u201c[The service] integrates so beautifully into the life of a corporate woman.\u201d So she shifted her focus from launching a storefront to creating corporate subscription kits with hair, body, and feminine-care products for businesses.<\/span><\/p>\n\n\n\n

Though opening storefront locations is still a long-term goal, Lima says the subscription model allows her to build a following. Right now, s<\/span>he’s working with a team of contractors to build smart beauty cabinets, which are set to that launch in July. \u201cThink of them as big retail display cases curated with grooming and personal care products,\u201d she says. The smart part: The cases will have QR codes and the products will have RFID tags. \u201cThis provides brands with a new distribution channel to connect with their consumers.\u201d<\/span><\/p>\n\n\n\n

Below, Lima shares a breakdown of a recent workweek. <\/span><\/p>\n\n\n\n

Monday<\/b><\/p>\n\n\n\n

8 a.m.<\/b> Wake up in Florida. I was here for my best friend\u2019s baby shower over the weekend, and I fly back to New York [City] this afternoon. I enjoy the hotel pool for a few hours.<\/span><\/p>\n\n\n\n

2 p.m.<\/b> Take a branding call with my contract designer while I\u2019m at the airport. We\u2019re rethinking the logo, the feeling of it. Pink\u2019s been done 50,000 times. We want a level of sophistication and playfulness. <\/span><\/p>\n\n\n\n

4 p.m.<\/b> Board flight.<\/span><\/p>\n\n\n\n

6:30 p.m.<\/b> Layover in Atlanta. I use the time to answer emails. Any free time is a time to answer email.<\/span><\/p>\n\n\n\n

7:40 p.m.<\/b> Off to N.Y.C. I try to detach from the world on planes. Since it\u2019s a short flight, I listen to music.<\/span><\/p>\n\n\n\n

10 p.m.<\/b> Land at LaGuardia and hop in an Uber home. Order Seamless (a burger from my favorite spot), unpack, and shower.<\/span><\/p>\n\n\n\n

1 a.m.<\/b> Bed. I have so many meetings tomorrow, but I\u2019ll manage.  <\/span><\/p>\n\n\n\n

Tuesday<\/b><\/p>\n\n\n\n

7:30 a.m.<\/b> Wake up. I used to start my morning\u2014and end my day\u2014on social media, but I\u2019ve been detoxing from Instagram and Facebook for about a month and a half. At first, it was super hard: I was too caught up in everyone\u2019s lives, comparing my situation to what I saw depicted on IG, and it was really unhealthy. Forty-five minutes go by and you\u2019re like, <\/span>I just did nothing. All I\u2019ve done is watch other people\u2019s lives<\/em><\/span><\/i>.<\/p>\n\n\n\n

Now I don\u2019t even open those apps. I wake up, spend some time meditating and praying, get out of bed, shower, and start my six-step skincare routine: cleanser, toner, elixir spray, hyaluronic acid, serums, and moisturizer. (It used to be 10, but I cut back on face masks and certain serums.) <\/span><\/p>\n\n\n\n

9:30 a.m.<\/b> Leave my apartment in Astoria, Queens. Today I have three separate investor meetings\u2014we\u2019re in our pre-seed round\u2014so I spend the morning prepping for my first meeting at noon.<\/span><\/p>\n\n\n\n

12 p.m.<\/b> The first investor wasn\u2019t the right fit for my company. The more meetings that I\u2019ve taken, the more I can instantly tell if a person\u2019s a good fit or not. Most of the time I\u2019m talking to a white, older male\u2014that\u2019s just the reality of the situation. It\u2019s another human, and they have predisposed thoughts and beliefs. And it\u2019s not my job to persuade someone to do this if they\u2019ve already been convinced otherwise.<\/span><\/p>\n\n\n\n

3 p.m.<\/b> The next meeting went better. The conversation was more fluid and the investor understood the true vision and importance of the company. My business partner, Domonique Sims, came with me, too, and we feed off each other really well. She joined the company in November 2018 because I needed help with operations. We\u2019re the only full-time employees, but we have eight contractors, including an industrial designer and a two-person manufacturing team.<\/span><\/p>\n\n\n\n

4:45 p.m.<\/b> Last meeting of the day. At this point, I\u2019ve traversed the entire city. I\u2019m tired, but this is what it takes. Fundraising is a two-way street\u2014founders tend to forget that. You always feel like the investor has the upper hand. But you have to switch your mentality to think, <\/span>This is the partner that\u2019s going to be with me for the long haul of my company<\/span><\/i>.<\/span><\/p>\n\n\n\n

7 p.m.<\/b> Dinner with a founder friend.<\/span><\/p>\n\n\n\n

12 a.m.<\/b> Go to bed exhausted after watching videos on YouTube. I don\u2019t own a television\u2014I haven\u2019t had a TV in, like, three years \u2014and I don\u2019t have any streaming subscriptions. I do watch YouTube\u2014I love educational videos and things that will make me learn more about life. I\u2019ve been really into growth hacking my life. <\/span> <\/span><\/i><\/p>\n\n\n\n

Wednesday<\/b><\/p>\n\n\n\n

6 a.m.<\/b> Wake up earlier than usual for an 8 a.m. event. <\/span><\/p>\n\n\n\n

8 a.m.<\/b> Arrive at the Female Founders Day event hosted by the venture- capital firm Female Founders Fund for International Women\u2019s Day. It is so cool to see such a diverse group of women connected by entrepreneurship networking under one roof.<\/span><\/p>\n\n\n\n

11 a.m. <\/b>Attend a panel with Glamsquad CEO Amy Schecter about building your brand for scale. <\/span><\/p>\n\n\n\n

1:45 p.m<\/b>. Attend panel featuring Rent the Runway co-founder Jenny Fleiss, Birchbox co-founder Katia Beauchamp, and Female Founders Fund partner Sutian Dong. I asked the question, \u201cWhen fundraising, how do you initiate the close faster?\u201d They suggested putting a few investors on the same timeline to incite a sense of urgency. <\/span><\/p>\n\n\n\n

3 p.m.<\/b> Leave the event because reality has hit: I\u2019m flying to California on Friday\u2014more investor meetings!\u2014and I have no clean clothes. I go home to do laundry. I take work calls while folding. The glamorous life of a founder. <\/span><\/p>\n\n\n\n

6:30 p.m.<\/b> Dinner with a friend\u2014she just got a new job at Spotify, and we\u2019re celebrating.<\/span><\/p>\n\n\n\n

\"\"
“For the longest time my hair was my security blanket,” says Lima. “Shaving it was kind of a release for me.”<\/figcaption><\/figure><\/div>\n\n\n\n

Thursday<\/b><\/p>\n\n\n\n

7:30 a.m<\/b>. Morning routine.<\/span><\/p>\n\n\n\n

10 a.m.<\/b> Meet with a lawyer at The Wing. She\u2019s super cool\u2014a mutual friend connected us\u2014and really well-connected within the angel phase of fundraising. I already have a lawyer, so I was basically there to hear about what services she provides.<\/span><\/p>\n\n\n\n

11 a.m.<\/b> Run into a friend at The Wing and chat for an hour.<\/span><\/p>\n\n\n\n

1:45 p.m<\/b>. Call with another potential investor.<\/span><\/p>\n\n\n\n

2:30 p.m.<\/b> Salad from Sweetgreen, one of my favorite places.<\/span><\/p>\n\n\n\n

3:30 p.m.<\/b> Meet with a top-notch fund. My co-founder is supposed to join but she came down with a cold and can\u2019t make it. The meeting goes well.<\/span><\/p>\n\n\n\n

4:30 p.m.<\/b> Crank out emails.<\/span><\/p>\n\n\n\n

8 p.m.<\/b> Attend an \u201cinteresting persons dinner\u201d hosted by a friend. There are eight of us. We introduce ourselves and talk about how we stay grounded\u2014that\u2019s the topic of the dinner. I talk about my social media cleanse and they\u2019re like, <\/span>what?<\/em><\/span><\/i> One of the guys connects me to two of his angel investor friends, and I have meetings with them on the Friday after I return to California.<\/span><\/p>\n\n\n\n

Friday<\/b><\/p>\n\n\n\n

8 a.m.<\/b> Wake up, pack, and hang out at home for a few hours before I head to Newark Aairport.<\/span><\/p>\n\n\n\n

10 a.m.<\/b> Answer emails and follow up with previous investors. I feel like these past few weeks got the best of me as I tried to close this round of funding. Going to California is a lot of energy\u2014and money\u2014and I don\u2019t know what\u2019s going to happen.<\/span><\/p>\n\n\n\n

That\u2019s the frustrating thing about being a founder. There\u2019s a lot of risk, and it\u2019s disheartening when you have a meeting and it doesn\u2019t go as expected. Or I\u2019ll walk out of a really good meeting and then get a bad email. Every single day it\u2019s a battle to see how resilient you are. <\/span><\/p>\n\n\n\n

2 p.m.<\/b> Board my direct flight, pop in my headphones, and crank the tunes. Not even five minutes in, I\u2019m passed out. I wake up and watch <\/span>A Star Is Born<\/em><\/span><\/i> and <\/span>Green Book<\/em><\/span><\/i>.<\/span><\/p>\n\n\n\n

5 p.m. (PST)<\/b> Land in L.A. and pick up my rental car. I\u2019m staying with my friend in Long Beach<\/span>.<\/p>\n\n\n\n

6:30 p.m.<\/b> Dinner and ice cream. We catch up and enjoy a lot of laughs.<\/span><\/p>\n\n\n\n

11 p.m.<\/b> Back at my friend\u2019s house. I shower and go to bed. The time difference\u2014and this week full of meetings\u2014has finally caught up to me.<\/span><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Rebecca Lima founded The Lieu, a corporate subscription beauty supply service, to make women\u2019s lives easier<\/p>\n","protected":false},"author":1712,"featured_media":35082,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[39221,39218,10212],"class_list":["post-32863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight","tag-entrepreneurs","tag-small-businesses","tag-startup-diaries"],"acf":[],"yoast_head":"\nThe entrepreneur bringing beauty supplies to the office<\/title>\n<meta name=\"description\" content=\"Tired of lugging her own flat iron around town, Rebecca Lima founded The Lieu, a corporate subscription service, to make women\u2019s lives easier.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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