Lan Belinky, Co-Founder at Boscia | Leading a Global Skincare Brand


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With deep rooted beauty beginnings, Lan Belinky was destined to lead a global skincare brand. Born and raised until her young teens in Japan, the infamous center of skin care innovation, Lan was fascinated by the infinite beauty trends and tactics she was continually exposed to. Mesmerized by her Grandmother’s meticulous 6-step beauty ritual and her Aunt’s unique product application practices; the allure of the beauty world naturally beckoned.

In the Spring of 1996, Lan’s family moved to the United States so her Father and boscia Founder, Gen Inomata, could realize his dream of bringing Japanese influenced skincare stateside. Lan spoke solely Japanese at the time and worked diligently to learn English as a second language and acclimate into the American culture that was so brand new to her — but always, always held close her Japanese roots.

Fast-forward a few years later, Gen’s dream was realized and boscia was born. Lan attended The University of the Incarnate Word and graduated with a degree in Business Marketing, while spending every available moment helping to cultivate boscia. After graduating, Lan joined boscia full-time and helped lead many of the brand’s major milestones including the first foray into prestige retail, triple digit year over year growth and global expansion.

Show Notes


The Success Story podcast is focused on speaking to incredible people who have achieved success through trials, tribulations, wins and losses. In each episode we sit down with leaders and mentors. We document their life, career and stories to help pass those lessons onto others through insights, experiences and tactical strategy for business professionals, entrepreneurs and everyone in between.






Machine Generated Transcript


skincare, people, product, brand, charcoal, ingredients, podcast, beauty, working, industry, question, big, osha, mask, marketing, guess, partner, business, Japan, speaking


Scott D Clary, Lan Belinky


Scott D Clary  00:06

Welcome to the success story podcast. I’m your host, Scott Clary. On this podcast I have candid interviews with execs, celebrities, politicians and other notable figures, all who have achieved success through both wins and losses. To learn more about their life, their ideas and their insights, I sit down with leaders and mentors and unpack their story to help pass those lessons on to others through both experiences and tactical strategy for business professionals, entrepreneurs and everyone in between. Without further ado, another episode of the success story podcast. All right. Thanks again for joining us. Today I am sitting down with Lan Blinky, who is the CO creator and general manager of Boeotia. Now Lan was born and raised in her young tea until her young teens in Japan, which is the infamous center of skincare innovation, land was fascinated by the beauty trends and tactics, she was continuously exposed to mesmerized and reminiscent of her grandmother’s six step beauty ritual and her aunt’s unique product application practices. The allure of the beauty world naturally bekende, in spring of 96, land moved to the US with her father, and Boeotia founder, Jen no matter so he could realize his dream of bringing Japanese influence skincare to the state. So let’s fast forward a few years. So his dream was realized Bowsher was born Land, land attended university graduated with a degree in Business Marketing. Basically, while going to school spending as much time as possible helping grow the business grow the brand. It has, it has done exceedingly well, since its inception, obviously, when I first when I first was excited about doing this interview, I speaking to my spouse, and she’s like, yes, you gotta get her on, like I use, I use, I use Boeotia all the time. I obviously I didn’t know the brand as well. But after doing a little bit of research, what I like to do is to frame it out for people that are listening, who are not so tuned in like myself, I looked at all the accolades and I wanted to name a couple accolades. But I, I went to the website, and there was Woman’s Health Cosmo, CNN, Yahoo, Vogue, Pop Sugar, Harper’s, elle InStyle people, and that was like the first 10 in 2019, have a list of about 100. And that list went on to 2002, or back all the way to 2002. So like this is just a little bit of a precursor for how successful they’ve been. So Lance, I really appreciate you joining. I really, really am excited to discover you know, your story, how you’ve built this company over the years. And and I guess just to learn a little bit more about what’s driven you to be to be the Boeotia that we I guess we all use today. So thank you,


Lan Belinky  02:58

of course. Well, thank you so much, Scott, first of all for having me on this podcast. Definitely. During no these difficult times. It has really given me something to look forward to get dressed, you know, put on a nice shirt. So something I was absolutely looking forward to and I got to listen to some of your podcast and I must say I’ve I’ve actually learned so much of this. So just a little bit about myself. You’ve done a great introduction, but yes, I was born and raised in Japan. My parents met in the US my mother is American, and they got married, they moved to Japan so I was born and raised there and absolutely that’s really where my passion for skincare started. So my grandmother and my aunt, every time I would go over we lived very close to them I would just watch them take such meticulous care of their skin. It was never about makeup it was always skincare but you know being a girl a young child I think you always look up to other female older figures in your life so I wanted to copy what they were doing I wanted to play with the products and they were so kind of course and kind of taught me what everything was and not that I really understood the meaning behind it. It was just so much fun playing with it and then of course as I got older and you know it was like oh this prevents wrinkles from happening. Yes, this is great. I really want to do that. So really that’s where my fascination started. And then of course like you mentioned, it really is Tokyo such a such a great place to be in if you are in love is in here because we do see a lot of those innovations come from, you know, not only Japan but from Asia. And then fast forward a couple years as I began to go into my teen years, for a really personal reasons, my parents decided that they did want to move back to the US, my mom, she did learn Japanese, it’s so amazing to see old videos, in her speaking Japanese because she moved there when she was, I don’t know, 20 something but. But I think it was a point in time where she is to be able to communicate to her children in English. So that really prompt our trip. Because growing up in Japan, I didn’t speak any English. So then we moved to the US. And that’s when my father really started, you know, the idea of bringing skincare. And at that time, there was no clean beauty. I think even skincare on its own was such a foreign concept. Almost, it wasn’t a typical routine, or no one had a routine, it was a very makeup driven world. So, you know, when you ask someone, what do you use to wash your face, it was like, Oh, I use the bar. So you know, I use shampoo. And that was really where skincare was at the time. And so I think there was this lightbulb moment where hey, maybe there is an opportunity to really market these amazing skincare products without the use of harsh ingredients. And that’s what Boeotia is all about and where we were born. And so originally, when bushes started back in 1999 1998, and it started out in our house. So one of the extra room was reserved as the Boeotia office. And I say this a lot. But my sisters and I used to fight because you know, I wanted my own room. But I couldn’t because that was always the designated office. Our garage was essentially where all the products were stores. So that’s where our warehouse was. I would fold pamphlets, folders, samples, you name it, anything that I could get my hands on, I definitely wanted to help out. And then as I entered in high school, this was a time where you know, after school or on the weekends, definitely summer breaks, I would help my father out, going to local festivals, I’m really doing whatever I could. And that’s when I think I had another moment where I just became so passionate about Boeotia. So of course, I always love skincare. But that was the moment where I realized, hey, I really want to get involved in this and make it official. So being in high school, I knew in order to really contribute to the company, I do have to get formal education. So I went away, I went away to school, I came back, and then 2008 I officially joined Boeotia but kind of a funny smell. It’s funny story now, but in the beginning, my father absolutely did not want any of this. He did not want me working at Boeotia he thought it worst idea ever. And and to be completely honest with you. The reason why I got my first role there is there was an administrative assistant, I think she should put in her two weeks, they were scrambling and I went and interviewed with your dad. The the general manager at the time he met in I guess told my dad, you know, I’m going to be honest with you. She’s she’s actually too qualified for this role. She has a degree, but she’s okay with the pay. I think you know, I think we should take her Plus she’s bilingual. She speaks Japanese, and really kind of worked out. So that’s how I got my official entrance into Boeotia. And then from there, I’ve had every single role I would say in the company. I worked in marketing, of course started out in customer service. I did some inventory planning, I also worked in sales. And one of the other reasons why I do feel that I was so successful in both at both shows because I’ve had amazing mentors. And every time they had an opportunity to branch off to a different brand do their own thing. I was always a person that they went and spoke to my father about and saying, Hey, I’m not going to take any of your other employees Boys, but I want to take land with me. And of course triggered my father and I starting to realize that, hey, I think she’s pretty valuable in our operation. So then, you know, we would have to work out what that would mean. And so that was a way for me to elevate my role at Boeotia. I think the biggest moment for me, at Boeotia was in 2010. And that’s when I actually launched the Luminizing block mass, that was such a big moment for the brand and really put us on the map. And prior to that, of course, you know, we were gaining momentum, but the black mass is what really puts the brand off to the next level. And from there on, really started helping out and product development, leading marketing. And then in 2014, I became General Manager. And then, really, around 2017, is when No, we decided that I’m going to go on and take on that CO creator. Name and Title, essentially, officially. So yeah, this is a story that we can speak to outwardly to our clients. And that’s a little bit about myself and how I got started up OSHA.


Scott D Clary  11:25

It’s a great story. A few things that I found that were incredible, especially the way your dad and father, he ran the business, obviously, it’s his baby. But he didn’t. He didn’t just hand you the keys, like you worked exceptionally hard to get to where you are.


Lan Belinky  11:45

Yes. And you know, I’m I don’t I don’t know if it’s because he’s Japanese. It’s just the the, you know, Moto way. But um, yeah, you know, I think for him, and I really have to thank him. He never wanted anyone to say, well, Lance there because she’s your daughter, like bloody honest. And I think in order to avoid that, from the very beginning, he was like, no, no, no, not gonna happen. And then when I had that one, you know, I was really that one chance where my predecessor let me come on as an administrative assistant. And I think from there, really the doors open. But I would say more than anyone else, I felt the need that I had to prove everyone wrong. And I really had to, and of course, I wanted to because I love what I do. But I had to go the extra mile. I was always the first one in the last one, working on emails when I was home, really putting in extra efforts to build relationships with their retail partners. So definitely, it was almost as if I wanted to prove him wrong. But it definitely, I can’t thank him enough for this pushing me to where I am today.


Scott D Clary  12:58

I think I think it was smart. I think that I think that and I actually wasn’t going to bring it up. I thought the story was amazing. When I when I looked you up on LinkedIn, I actually saw all the roles that you just discussed, linked, like listed out on your LinkedIn. And I was curious, and I’m like, I thought it was her dad’s company. Like why is she but it makes sense. Now, it makes so much sense now.


Lan Belinky  13:22

Absolutely. And that’s so funny. Bring that up, because I even remember typing in those different roles on LinkedIn every time I got a promotion, because I was so proud. And half the time I know, he was the one that was like, No, we can’t do that. In fact, I had one mentor who this was years ago, she wanted to give me a promotion. And I guess God told my father told her no. And she said, You know what? This is so unfair. She’s your daughter, but it’s almost like reverse discrimination against her. She’s doing a great job. She deserves this. And no, he told me after the fact, but I just thought that was really funny that he really no, really went that far to object to something that wasn’t


Scott D Clary  14:07

Oh, he pushed you hard. And like, listen now. Now it paid off like years years later. So that’s very good. Very, very good. So let’s, so that’s a great story. I really appreciate unpacking that. Can you help me understand a little bit more about even how your father conceptualized and and he had a dream? Okay, that’s great. But how do you just come to a new country and build a global skincare brand? What’s the experience? What’s the strategy, like do the right from the start? I’d love to know more about that.


Lan Belinky  14:38

Great question. So um, Boeotia started in 2002, that we actually have a parent company called Funko. They’re based in Japan. They’re a huge multi billion dollar company. He was working for Funko at the time, and really their concept and we do take a lot of their DNA and their messaging is all about preservative free skincare. So their angle is they market and produce formulas for sensitive skin type woman. So really the initial plan was to bring Frankel to the US and he did try them years. But due to packaging, this marketing component to where the market was really with skincare, it didn’t work. And so taking and learning from that mistake, but still wanting to take that fundamental value of this clean beauty concept. That’s when Boeotia was created, to really marketed towards the US consumers packaging was larger, it was much more user friendly. It had more of a brand story. So that was where really the idea for for skincare started.


Scott D Clary  15:55

And then that and when he took that to the states, what what were the first steps that he did to start, I guess understanding the the US market because it’s not only it’s not only starting a business and starting a business in a market that yes, he has like everybody has some concept of what the US culture market is like, but still it’s it’s so much new all at the same time. And he still did it successfully. That’s one. I’m curious as to how he did that.


Lan Belinky  16:23

Yeah, great question. So to be honest with you, one of the first ways that we really started to get our name out there. And of course, this is prior to anything being digital, was working with a newspaper company putting in samples and I remember, you know, driving around with my dad, we couldn’t afford putting it with the newspaper per se, because there was a co op for that advertisement fee, but we would go right after the news. Just gonna leave it right next to it. So, you know, we hope they would take it. Yeah, that was something we did a lot of, and we did receive calls and backs orders. When we did that initial run. We also partnered a lot with local festivals, that was a way to really get our name out there. But I do think in the very beginning. We really, really it was such grassroot marketing, we were very hands on. I mean, even cold calling is something that, you know, we tried. And then once we had more of an establishment, of course, we brought on PR agencies and had one of an experts who are guiding us in the right direction. I do think another big breakthrough for both show was when we got our first break and where we got we were being sold at Henry Bendel. So that was really a big point for us, it was almost advertisement to be able to have our products at such a prestigious retailer at the time. And then from there, we were really fortunate to be able to partner with larger retail stores because our story was so unique. And no, no one heard, what do you mean, you create your products without Paramon you don’t have any sulfate. That’s so interesting. So I do have to think, you know, some of our growth to these amazing retail partners that we definitely are partnered with early on, I would say within the past, you know, five, six years, actually more than that, for the past 10 years, the Bora had been has been a great partner with us. That was also a great opportunity. And then in 2008 was really the most exciting year for Boeotia in that we expanded our distribution so up until then we had been support exclusive that was really the only place we were sold. And so 2018 was bigger. But to go back to your question. In the beginning it really was hands on and and even thinking back now it was so difficult because it wasn’t you know, the internet wasn’t really a thing yet, you know, there weren’t influencers you could partner with there wasn’t really any type of digital presence so we did partner um you know, with the traditional ad magazines, things of that nature.


Scott D Clary  19:20

So I just find it very impressive because when you when you get massive market share and you take market share away from all these incumbents that are huge you know, in the States I think the the product the natural like the natural components of the product, grassroots marketing, but then you’re obviously still you’re still killing it on social, like when I look on social like I think that your brand is probably ahead of people that have been around for much longer than you so I think that you’ve always kind of stayed like ahead of that of that marketing curve combined with the products that seems to be like it’s it seems to be common sense, but I guess common sense isn’t common, because not a lot of people I find are doing it I I spoke to, I spoke to somebody who was in doing hair, hair products. And it was the same thing. It was just a slightly different way of doing things. And then understanding, understanding the current marketing environment. And that just seems like it’s so simple, but I see a lot of like legacy industries or legacy providers like not doing it so well. I just I was just thinking through why some people have such an easy time, like dominating social and whatnot. And that’s really like, a secret sauce once you have like the right product or whatnot. Very interesting. Okay, so where did I want to where do I want to take this, but I don’t want to ask you. Yeah, I want to I want it to understand for that the charcoal mask, I think that’s probably the one thing that that even I know you for, which is, which is saying a lot because I don’t know a lot about skincare, my skin. my skincare routine is whatever my spouse tells me to put on my face. So like, that’s pretty much it. So it all comes down from her. But she uses your charcoal mask. And I didn’t know this before we actually discussed like doing the interview, and then that just so happened. So I guess where did the like that wasn’t something that you were displacing. It wasn’t like, this is like sort of like net new to? Where did that come from? And how did you think through that? And how do you take that to market?


Lan Belinky  21:22

Definitely. So um, the charcoal masks? Wow, what a game changer. So this was maybe 2008 2009. Every summer, I do go to Japan to see my grandmother and my aunt. And when I do take these trips, one of the things I love to do is of course, go and you know, check out skincare products. And one summer I remember going there and all I saw was peel off mask, that was just the trend there. And of course back in the US, mass was not even a category that anyone paying attention to. So I was really surprised and just infatuated by all these different masks they had. And then simultaneously on this trip, um, you know, my grandma, she, she obviously loves to share her stories about when she was younger. And the theme for this summer kind of was like charcoal. So she would just tell me all these crazy stories about how and she would still practice this, and how they would use it to cook their rice because it really draws out impurities. So that was something that you know, she was teaching me and then she would show me also how, you know, you can keep charcoal in your frigerator. And it really helps with the odor and whatnot. And so there was just all this conversation with charcoal. And then I really had this lightbulb moment where like, wow, there’s all these different types of yellow mass. Purple just seems to be this magic ingredient. And my grandma just keeps talking about it’s like toothpaste, just all these amazing uses that charcoal has. And then that’s when I started wondering, Hey, I wonder if we could put this you know, yeah, sure. And make a product that came at the US worked with our team actually came out with a submission and it was you know, the black charcoal peel off mask, I remember at the time showing it to my boss, she thought it was a great idea. We then showed it to again, my father and he was like, You guys are crazy. There’s no way like, who’s gonna put this on your face. And this was also at the time where you even walk into look at skincare, packaging Zweifel formulas, why everything was so clean looking that he just didn’t believe in it. But um, we were like, you know, this could be really cool. The packaging was black, the component the tube was black, of course to do bus life. And we went to you know, Sephora at the time and pitch the product, they freaked out because of for skincare again, just needed excitement. And this product brought all of that it was of course effective. It was fun, it was different, it was really disruptive and prompted actually a campaign for Sephora, where every month they would pull a couple of new products and give them a space at the front of the store. And this was one of the first products to be featured in that. And then of course from there, the rest is history. You know we sold out we even saw a crazy growth in the mass category now I think mass is master so common we even see it of course in mass retailers. And that was that was it for us. And then from the success of that we were really able to build a charcoal franchise. So that again, put Boeotia back on the map because again, not only is charcoal is such an effective ingredient that really brought this fun element adding color to the skincare space. And then what was really interesting is going back to the Luminizing, black charcoal kill off mass in 2007. Teen, we just broke all the records because of a social media video went viral. And she was using the motion block mass and that year, I mean, we couldn’t keep up with the demand. So again, it just really reiterated how successful and yeah, this mask is and how it’s still relevant. I guess. Today,


Scott D Clary  25:43

did you have the you have any pushback? Because like, you know, your your dad said like, well, this is not what this is not what people know, this is not what people are used to. And that actually ended up working to your benefit. But did you have any like, like hurdles? Or was it just was it just like you guys for loved it, like consumers loved it. I’m just curious, because like taking a new product to that has no category, and it being an instant hit. That’s incredible. But that’s very hard to achieve. So


Lan Belinky  26:12

yeah, no, no, great question. I think a lot of the hurdles we really experienced was internal for a manufacturer, hey, I don’t think this is gonna work. Even you know, from the marketing team, are you sure this is gonna this is gonna make sense. But I do think because it was so unique. And there was nothing like that in the market at the time. When we did present it to the retailers. They we both knew right away this workout. Of course, we did have to be very cautious as far as the instructions and usage. We even went as far as getting clinical testing results. So that way that does know Hey, oh, wait, wow, like, this does really work. It’s not they’re just not thing. Oh, god, it’s gonna, you know, your pores. So I would say the biggest hurdles were just internally and a short reassuring everyone on the team like it’s gonna work out. Don’t worry, we just have to get to the finish line. And once it did launch, um, to be honest with you. Yeah, we were very fortunate in that it was it was very successful.


Scott D Clary  27:18

Do you find the finally people are like copycatting now like to? Yeah,


Lan Belinky  27:23

there’s a lot of copycats out there, I would say, yeah, it breaks my heart. But but it’s also I guess, you know, the most sincere form of


Scott D Clary  27:37

  1. No, it is it is, I guess, because you brought it now. I think that people see the success and they probably want to emulate for sure. Now, where do you see? I guess your I would consider you an innovator because you’re bringing new products that you’re disrupting, where do you see the industry going? Like, what do you what do you think is next? What do you think is going to be new? It could be because of the current situation? Or trends gonna change and beauty and or is it gonna say the same new product? I’m just curious, because you’re so into it, you’re so deep into it? What do you see emerging trends and all beauty industry?


Lan Belinky  28:14

That’s such a great question. So a couple things I’ve been seeing is definitely I do see more and more brands, whether they’re in skincare hair, or in color, really jumping on this clean, safe beauty bandwagon. So any type of trade show you attend, they’re all talking about, you know, are you a clean brand are using good for you ingredients. So I think that’s something that will continue to be a big part in this industry. For Beauchamp personally, one thing we’re really striving for is sustainability. And I do see that being a big trend that’s happening within our industry. So looking at component that’s no 100% recyclable Is it made out of glass. So I think that’s another big trend, people are moving toward, as far as skincare specific and formulations and products. I do believe we were at a place where consumers were doing these 1015 multi step skincare routines where I do think now, the pendulum has swung the other way where people are looking for more of a product that has multiple benefits and usage. So I think that’s always something interesting for us to look at. So rather than, you know, using four different products, is there something is there a product where you just use one and it’s some of the same benefits, but I would absolutely say the clean beauty movement I don’t think that’s going anywhere I do you see a lot of brands, changing their formulations to become part of this and I think sustainability we’re going to continue to see um, you know, not only from Boeotia but from other brands. How We contribute to just be more responsible in terms of what we’re putting out there.


Scott D Clary  30:07

I think that’s I think that’s 100%. On point. Now, my question, again, just because you’re so in this, the second you introduce new ingredients, there was a reason, in my opinion, at least this is not I don’t know, I don’t know what I don’t know. But there’s a reason why traditional ingredients were used because it was profitable. So by introducing new sustainable ingredients, does that change profitability margins? Does it make harder for new entrants into the market? Because it costs more to push a product out? And like an already highly competitive? I would say beauty is very highly competitive. So so how does the stainability Change, change the revenue and then the dollar figures in the industry?


Lan Belinky  30:43

Yeah, I mean, that’s always something that we have to look out. Whenever we change ingredients or change component, it absolutely hits our bottom line. But what I’ve been finding through our research as it relates to sustainable components, it actually can be more cost effective to go that route. And I do think some of these suppliers, too, are really hungry for the for these new business as well. So they’re kind of willing to work with you. As far as ingredients, that it’s always difficult, because we do use the highest grade ingredients. So for us, definitely it is the glue that’s driving a lot of this cost. So we do have to be really cautious. But what I really pride ourselves at Moshe is that we really search globally for the best ingredients. So we don’t just settle for one ingredient, we always push back to making sure making sure that you know, we find the best ingredient but absolutely becoming sustainable, can help out I guess, depending on what type of vendors you’re working with, and then swapping out some of those ingredients absolutely can drive your cost. And I think what’s kind of interesting in the beauty industry is there really isn’t any type of regulation. So like you mentioned some of these more established prestigious brands. For them, I believe, right now, they may be going through a process of eliminating some of those old ingredients and seeing, you know, what are some other alternatives they can use without, you know, essentially driving their costs?


Scott D Clary  32:19

Yeah, very interesting. And I think that also, the one point that you didn’t mention, but I think that definitely helping people that do approach suitability, even if you’re spending more money on you may not be but even if you are spending more money on the product, I think that the the way, like our current retail environment, our current consumer cares about that. And they’ll spend more, I’ve noticed that like repeatedly, they’ll spend more if they know that that brand stands for something that they believe in. So that’s something to take away too. So it actually ends up being a very much a win win, because you do have more stainable ingredients in the product, but also you have people that are willing to spend to support those brands. So it ends up working out well for everyone. And I think that as you know, with with the access to information, I think that you have to be a little bit more transparent about what you put into your products, beauty, or anything really. And that’s, that’s something that I think people are really focusing on. I’m super curious. And I don’t I like to make evergreen content, but I can’t I can’t avoid this question just because we’re living through it right now. So obviously, a lot of a lot of a lot of companies are in stores in retail selling through retail. You have a massive social media audience. So I’m sure you’re able to sell online as well. What do you think is going to happen with the beauty industry? If anything, maybe nothing, but if anything, because of Coronavirus and pandemic and retail being shut down? Do you think that people are going to evolve or die or what’s love to get your input?


Lan Belinky  33:54

Yeah, um, that I think this has really been a big wake up call for all retailers really, of course there is part of the business but majority of the sales does come through brick and mortar. And so I do think that things will change and more focus will be put on to digital. I mean, a lot of the retail partners that you know, we sell out we are again at their mercy as well because the stores aren’t open. And that’s where the sales come from. So I do think things are going to change. I think a lot more emphasis needs to be put whether it’s making that platform much more user friendly, offering shipping, and as just as a regular basis. But I do think this pandemic has really put some light on the problems that brick and mortar really are facing and I think you know there was already challenges prior to them. In terms of brick and mortar business, and this just really, really, I think, escalated those issues. And yeah, I think digital is really the way of the future.


Scott D Clary  35:14

Have you now you’re living through it? Have you made changes to your supply chain to your focus right now? Or are you expecting things like what’s, what’s your reality for maintaining your your top line?


Lan Belinky  35:27

Yeah, it’s, it has been, this has been probably the most difficult time we’ve been going through as a company. Definitely, no, we had to make some changes and make some adjustments. And, you know, fortunately, we do have retailers that are open. So that’s been helpful. But how do we, how do we still try to gain some sales? And so with We’ve been Lenten implementing free shipping and doing more promotions trying to get creative and you know, having an influencer takeover,


Scott D Clary  36:05

I saw you had a live influencer. Yesterday, I went to your your Instagram, I had just to sort of prep a little bit. And you had somebody doing like the live takeover. It was good.


Lan Belinky  36:14

Yes.She’s awesome. But I’m just another creative way to help, you know, try to make some sales happen. But it’s it’s been very difficult. And I think, you know, we are so fortunate that in 2018, we made the decision to expand our distribution, because you were reliant on one reseller at this point, that would just be a complete disaster.


Scott D Clary  36:46

Yeah, yeah.Okay, so that’s very good. I guess I want to just ask one last question about OSHA. And then I want to ask some more things about like, you know, your your life lessons, insights, as an entrepreneur, but I just want to know, where do you want to take beauchene Next, and what’s, what’s your next step for the company?


Lan Belinky  37:04

For OSHA, next step is definitely want to just make this brand, a national brand, a household name, really offering clean beauty that’s, you know, at an approachable price to all Americans. And we’re also distributed globally, too. So that’s something we have been working on, definitely wanting to become an international brand as well. And then I would say, another goal of mine for Boeotia, within the next 10 years is going back to sustainability. Really just want to make sure all of our packaging is sustainable, whether it’s 100% recyclable or using recycled material, but I do you think that’s so important, and it is our responsibility to make sure that we’re leaving a better Earth for the next generations?


Scott D Clary  37:51

Do you have? Do you have any, like teasers or ideas for new products? Or is that not on the roadmap for now?


Lan Belinky  37:59

Yeah, we you know, when I say sustainable, I’m not definitely just saying it, we have put our words into action. So we actually just partnered with TerraCycle, which is a recycling program. So this entices our customers to ship back. I believe it’s five of their you are empty pieces. And then we’ll send them a free full sized moon rising black mask for also working on some launches for 2021. And teasing out some possible sustainable material for component tree. So definitely some tangent actions coming your way.


Scott D Clary  38:37

Very good. No, very good. Okay. These are questions that I like to ask because I like to sort of like, dive into into the mind of like an entrepreneur and figure out things that you’ve learned. So one question I love to ask is just one lesson that you tell your younger self, that would help you get to where you are today, maybe a little bit quicker, could be professional could be could even be personal, but something something that you tell yourself?


Lan Belinky  39:03

Yes, I would definitely go back and tell my younger self that, you know, if someone tells you no, that can’t be done, that may be a good reason for why you should try it. And what I mean by that, I guess is I’m sorry, let me back up, I guess I guess what I would tell my younger self is to just kind of listen to your gut. So I had experiences in my younger career where, especially in regards to the brand like hay land, you can’t say that your brand is better because it’s alcohol free. You know, you can’t say that you don’t use periban Because essentially, you’re putting down these other brands. And these were things that I would absolutely listen to and other other advice too but I just wish that I had into my gut and stuck to my original feeling knowing that no, this is this is who we are as a brand. Finance for XYZ reason but I think that could definitely apply to other areas where, and I think it was more of a level of confidence that I would, I had Yeah, just stuck to my guts and listen to my inner self.


Scott D Clary  40:11

I think that’s, I think that’s a great lesson and to, I guess, the way that I would interpret that to just own own what you know is true, and don’t be ashamed of, don’t be ashamed of if you are confident in whatever you’re bringing to the world, it’s fine and own that. And if you can own that, I think that makes you a stronger brand, a stronger, professional, stronger individual. That’s, that’s, that would be my takeaway. And I think that it’s, it’s sometimes it’s, when you’re building out something that’s so personal to you, you do feel that like hesitation to say, I’m better than this, or I’m, you know, we’re better than this or whatever. But if you are like, you show it for sure, and you better make damn sure that you actually are, but if you are like just own it, like own what you’re good at. And I think that that’s something that you shouldn’t shy away from. But


Lan Belinky  40:56

yeah, exactly. Yep. That’s exactly what I was trying to articulate into words. So


Scott D Clary  41:06

no, I asked these questions a lot. So sometimes I have to, you know, you you probably don’t do interviews all day. So I try and just take what you say and like, and turn it into layman’s terms, that’s the best that I can do. But no, is it really, it’s a good answer. And it’s really important because not a lot of people own what they’re good at what and if, and that can that can lead to so many issues in your career, too. Like we’re speaking about entrepreneurship, but building a business. The biggest, the biggest reason for people not getting a promotion or a job or a raise is because they don’t feel like they have the confidence to ask for it. If you even even if you’re going into a job, it if you feel confident in your skill set and your ability, people don’t go into a job interview. And obviously now times are a little bit different than we were six months ago, we’re at the lowest unemployment rates in almost my lifetime. But if you go into a job, you have to just own what you’re good at, and you have to negotiate, you have to stand behind it. And if you don’t have somebody who’s going to appreciate it, I’m speaking about job and and employer. But if you’re speaking of brand and customer, if you don’t have a customer that appreciates what you’re good at, then then you’re just going to be vanilla. So I think that and no, you have to have yet to stand for something. I think there’s a very cliche, like stand for something or fall for everything, or I don’t know, probably from some movie or someone famous, and I’m going to I’m gonna I’m gonna hate myself for not remembering where that’s from. But it’s it’s very relevant. I think it’s very, very important to know that and to own your truth. For sure. For sure, for sure. Last question I wanted to ask. So I’ve always found that people that are focused on building anything could be themselves, it could be a business, they always have mentors, they always have sources, it could be podcasts could be audibles could be people. I would love to know, first of all, who yours are, who your mentors or your people are, but also, are there books, podcasts, articles that you could recommend to people who are listening, that you like to use as resources to learn new things?


Lan Belinky  43:09

Yeah, great question. So I’m definitely a firm believer and having mentors. So definitely, previous gyms that worked here at Boeotia are individuals that I keep in close contact with. And definitely working within the beauty industries. There’s also amazing female entrepreneurs that I have had the great honor of meeting, whether it’s conferences, or at retail events, and those are people I do like to get in touch with and every once in a while, again, you know, see what they’re doing with, with with, you know, what they’re working on. And I think that really has helped me not only, you know, validate that what I’m working on is is right, and I’m on the right path, that’s a really great way for me to grow. And I also do, I’m part of, it’s called The War society, but it’s local to Orange County, California, but it’s just a group of women. There’s probably about 107 members, and they’re either entrepreneurs or business, business leaders. And about every couple months, they put together a series where they have guest speakers come in. And that’s just a great place to not only learn but to network, and through networking, I’ve definitely have grown personally and just learned about things that I otherwise would not have learned. Unless say, Scott, I really enjoy listening to your podcast, and the last couple guests you’ve had. What’s his name? He was the self help book. That’s the chicken noodle soup.


Scott D Clary  44:55

Oh, Jack. Jack Canfield.


Lan Belinky  44:57

totally gonna go I’m actually gonna purchase his audiobook because I just found that so fascinating. So I’ve been seeing a bunch of like, like, like those types of books where it’s more about self help. Yeah. And really, as far as podcasts, anything beauty related? I think that mascara is one that I listened to. So I do try to keep myself busy in that regards.


Scott D Clary  45:28

Yeah, well, it’s important. So you know, like the, you mentioned a couple good points there. But one of them like you’re just you’re just diving down into the industry that you’re in. So obviously, not everyone listening is gonna listen to mascara. But like the point the takeaway is, like, whatever you’re in, like, you have a resource. That’s, that’s, that’s teaching you things constantly bringing new insights in that industry. I like my biggest resource is to listen to other podcasts and listen to how people interview and how they engage with guests. And, and what people like asking what people like responding to and what people like listening to. And that’s this is, you know, this is what I’m living. So that’s how I do my research. But I think that, you know, for yourself or for anyone, if you’re in an industry, find some resource that it could be, it could be just like high level, general professional development, personal development, or it could be industry specific. And like, that’s also a really, really great takeaway. Very good takeaway.


Lan Belinky  46:22

Yeah, yeah. For myself, I guess I get really, really deep into industry specific, but just really, yeah, whether it’s following competitive brands and just learning Oh, but they’re doing what type of social activation,


Scott D Clary  46:36

you’re always learning. That’s the thing. That’s the that’s so important. If if you actually, I’ll ask, I’ll give you I’ll give you the floor, is there anything that we didn’t mention that you wanted to bring up?


Lan Belinky  46:49

So one thing we are really proud here at OSHA, of course, knee in light of this awful pandemic we’re living through is that we have been donating products to essential workers, essentially, frontline health care workers, probably donated over several 1000s of risers. We know that has been an issue for these health care workers as they have to wear those masks for very long hours. And really, that’s what prompted this initiative. And so we’re very proud of that. Another thing we recently did on social media is we did run a contest asking individuals to nominate essential workers that they felt know needed a care package. So we ran that contest and we were just over whelmed with so much nominations that definitely brightens our day to to be able to participate. But you know, whatever, whatever small efforts we can make, we definitely want to contribute and help out and we’re just so grateful and thankful for all those essential workers out there. That’s, that’s out there. While you know we’re staying home and doing our best to spacey


Scott D Clary  48:03

if people want to learn more contact you can they are how should they? Or how do they learn more about PowerShell? Like, where would they go?


Lan Belinky  48:11

Absolutely. They can find us at butcher comm online. And then I would say definitely Instagram is a great place and probably receive a much faster respond rate if you just damned us at Moshe, and then yeah, they want to find me. I’m also on social media at land wiki.


Scott D Clary  48:29

That’s all for today. Thanks again for joining me on another episode of the success story podcast. You can download or stream this podcast wherever podcasts are available, including iTunes, Spotify, Google, Stitcher, I heart, radio, and many others. You can also watch his podcasts on YouTube. If you haven’t already. Please subscribe and share this podcast with your friends, family, coworkers and peers. Please leave us a rating on iTunes takes about 30 seconds as it allows other people to find our podcasts and lets our amazing guests reach even more people with their message. And remember any rating is fine as long as it contains five stars. I’m Scott Clary from the success story podcast signing off

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