Female Founder World

Jasmine, Natalie and Paige are back to debrief about the business and brand news we're talking about in our group chats this week. Starting with Shein and Everlane: Chinese e-commerce giant Shein is acquiring US apparel retailer Everlane from majority owner L Catterton. The transaction values Everlane at approximately $100 million, a steep discount to the valuations it commanded during the height of the e-commerce boom. This story broke on Sunday and within hours the internet had fully convicted Everlane. The comments. The substack takes. The Insta stories from people saying they always knew. But before we pile on, we want to actually understand what happened here, because the reaction to this story is almost as interesting as the story itself. And there are some people who worked inside this company who have a very different perspective on what this sale actually means.

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Jordan Harper's on the show this week with Jasmine. She's the founder of Barefaced, a nine-figure beauty brand that simplifies skincare. We're getting the full breakdown of her social strategy in this podcast and how she uses educational content to build awareness and make sales.

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Check out Jordan's brand at barefaced.com
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Jasmine, Natalie and Paige are back for your weekly group chat show by Female Founder World. In the last few weeks, some of the biggest names in the women's media and business space have been telling women the same thing: get on AI or get left behind. Reese Witherspoon, Mel Robbins, Sheryl Sandberg, and others have all weighed in, and the internet has had very strong feelings about it. But underneath the noise there's actually a really important conversation for founders. We get into this on the show.

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4AM founder Jade Beguelin is on the show letting us in on the beauty news everyone's talking about: her brand's $4 million fundraise, launch into Target, and the sell-out success of the brand's Clean Sheets makeup wipes.

After years of bootstrapping, building an audience on TikTok, and tinkering with their product offering, 4AM just found product-market fit in a massive way. Their Clean Sheets wipes have sold out four production runs and grown the business more than 4x year over year.

But here's the thing: every dermatologist, skin influencer, and makeup expert will tell you to skip the face wipe. And yet makeup wipes are a top 10 best seller on Amazon. Customers were buying them anyway, ignoring the advice, because sometimes convenience wins. Jade and her co-founder Sabrina saw that gap between what experts recommend and what people actually do, and decided to just make makeup wipes that were better. This premise worked much better than trying to compete on another serum in a crowded category full of innovation.

Until now, 4AM was funded entirely by the founders' savings and a handful of $5K–$10K angel checks. The brand launched in 2021 with two serums and a simple mission: products for lazy routines and late nights. It wasn't until they reimagined the face wipe with Clean Sheets in 2025 that everything clicked — a product that's genuinely effective, built for the way people already live, and made for the kind of video content that stops a scroll.

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Jasmine, Natalie and Paige are back to debrief on the business and brand news we're thinking about this week.

First, Claire's is back, so we need to talk about who is behind the comeback and what their playbook is. Plus Meta just overtook Google in advertising for the first time ever, and we're breaking down exactly what that means for where you should be putting your dollars. And finally, Ulta Beauty World. We're talking about why this event has become the Super Bowl of beauty and what brands, at every size,can learn from it.

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