The MetaBusiness Millennial
The Founder of TikTok's Favorite Brush Says Stop Chasing Viral
Lisa Jauregui built BK Beauty out of her living room in 2019 with thirty thousand dollars and a YouTube community that trusted her. Seven years later she has sold over a million orders, landed on the Inc 5000 four years in a row, and made a concealer brush TikTok could not stop buying. All of it self funded. No investors, no board, nobody to answer to. But the part of this conversation I keep thinking about is what she said about virality. Somewhere in her fastest growth years, a private equity investor told Lisa his firm does not like to invest in brands like hers. Not because she was failing. Because she was growing too fast. She could have been insulted. Instead she let it humble her, and it changed what she is building toward. We also go deep on the Hoffman Process, the seven day retreat she did in 2022 at thirty nine years old, and how it rewired the way she leads. She talks about the four parts of herself she checks in with every single day. She talks about sobbing through the prep work in her own backyard before she ever got on the plane. And she describes walking out of that room feeling the same tsunami of love you feel holding your first child, except this time it was for herself. Then we get into the mechanics. How the Kitten Paw brush actually went viral. Why she got on TikTok Shop in 2023 before the big beauty brands would touch it. What a deep creator relationship really looks like when you refuse to outsource it. And what she had to build inside her company to survive the day Ulta projected 4,800 units and she sold 22,000. If you are building something and trying to figure out how to grow it without losing yourself inside of it, this one is for you. WHAT YOU'LL TAKE AWAY Why stability is a better goal than virality, and the investor comment that changed how she measures success What you actually give up when you take outside capital, far beyond equity How the Hoffman Process gave her a leadership skill no business coach ever did The four parts of yourself to check in with daily so you stop operating from your head alone What it takes to build creator relationships that last years instead of campaigns How to prepare your operation for a viral moment before it arrives Why going narrow and deep beat launching something new every quarter The most expensive lesson she learned about selling product you do not physically have yet ⏱️ CHAPTERS 0:00 — Welcome and Why This Conversation 2:17 — Who Lisa Is Outside of BK Beauty 4:41 — Back to the Living Room in 2019 6:26 — Where Beauty Is Kindness Came From 10:05 — Building a Company Through COVID 13:14 — Losing Her Father and What Flexibility Is Really Worth 14:16 — The Hoffman Process and How We Bonded 16:24 — Therapy, Limiting Beliefs, and Turning 40 17:19 — Sobbing Over the Prep Work in Her Backyard 18:54 — Walking Out Reborn 20:33 — What It Did for Her as a CEO 21:53 — The Quadrinity and the Four Parts of You 24:13 — The Journaling Practice She Still Uses 24:37 — Keeping Fulfillment In House When a VC Said Not To 27:15 — A Million Orders and Zero Outside Capital 29:11 — What You Actually Give Up When You Take the Money 30:08 — Staying Narrow and Going Deep on Brushes 35:10 — No Plans to Sell Ever and the Estée Lauder Story 36:00 — How the Kitten Paw Brush Went Viral 36:48 — Getting on TikTok Shop Before the Big Brands Would 38:03 — What a Deep Creator Relationship Actually Looks Like 39:24 — Flying Five Creators to Austin for Dinner at Her Home 42:52 — What You Have to Build Inside to Survive Going Viral 43:55 — The Ulta Day They Sold 22,000 Units 45:35 — Letting Go of the Pretty Box 46:44 — Chasing Someone Else's Viral Moment 49:23 — The Private Equity Guy Who Humbled Her 50:15 — For Anyone Still Waiting on Their Viral Moment 52:15 — Lightning Round 58:47 — The Hoffman Day That Brought Back Her Inner Child 1:00:05 — One Word for the Next Chapter 1:01:56 — Where to Find Lisa and BK Beauty CONNECT WITH ME Website: https://www.erinpatten.com/ Instagram: @iamerinpatten Spotify: https://open.spotify.com/show/3d5JluD4wiOC8pYSDVHTSq Apple Podcasts: https://podcasts.apple.com/us/podcast/the-metabusiness-millennial/id1654460591 CONNECT WITH LISA & BK BEAUTY Website: https://www.bkbeauty.com Also available at Ulta, Nordstrom, Amazon and TikTok Shop BK Beauty: @thebkbeauty Lisa on Instagram, YouTube and TikTok: @lisajmakeup EXPLORE MY PROGRAMS Free Masterclass — Future Ready Leadership for the Beautiful, Loving and Knowledgeable Woman → erinpatten.com/masterclass-homepage Apply for the Divine Alignment Mentorship → erinpatten.com Join the Sol Full Accelerator → upgrade.erinpatten.com MY BEAUTY BRAND Ra Beauty → rabeauty.co MUSIC Music licensed through Soundstripe. Code: TXHYWC0KUZLPOGCD, P7AJEYMRCXEUB7B2
