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Dear FoundHer…Real Founder Stories for Women Small Business Owners — Business
Dear FoundHer…Real Founder Stories for Women Small Business Owners

Dear FoundHer… is a How I Built This–style podcast sharing real stories from female entrepreneurs, female founders, and women in business, especially women 40+, who are building companies on their own terms.

Hosted by award-winning entrepreneur Lindsay Pinchuk, each episode features honest, thoughtful conversations with women CEOs and founders navigating leadership, decision making, career pivots, and business growth. These are the stories behind the success, the lessons, the marketing strategies that actually work, and the leadership moments that shape women building and leading businesses.

From Bobbi Brown to Rebecca Minkoff, Peloton’s Jenn Sherman & Dr. Becky Kennedy to Gail Simmons, Dear FoundHer… brings you conversations with some of the most influential female founders and leaders of our time.

Dear FoundHer… explores what it looks like to grow a business with clarity and confidence, from starting a company for the first time or after leaving corporate, to scaling responsibly, managing teams, building visibility, getting press, and creating sustainable growth. Topics include leadership development, confidence at work, business strategy, marketing strategies and tactics, company messaging, community building, and showing up confidently.

There’s no fluff. No gatekeeping. Just real insight, shared perspective, and practical wisdom, because building businesses is better when women learn from each other.

Hosted on Acast. See acast.com/privacy for more information.

Copyright: © Lindsay Pinchuk

Latest Episodes:

Getting Press: How Fazit Got Glitter Freckles on Taylor Swift and Turned Them Into Millions Mar 25, 2025

Show notes

Aliett Buttelman prioritized getting press for her product, Fazit, at the center of a cultural moment. In this episode of Dear FoundHer, Lindsay Pinchuk talks with Aliett about how a self-funded beauty brand put their glitter sparkle freckles on Taylor Swift’s face at a Kansas City Chiefs game and turned that visibility into real growth.

Aliett was intentional. She identified the right makeup artist, seeded product ahead of the Eras Tour, and also sent Fazit to Sabrina Carpenter, who was opening for Taylor. She even thought ahead to NFL season and placed product with the wives and girlfriends of Chiefs players. When Taylor wore the glitter freckles on Monday Night Football, the groundwork was already in place.

From there, the team moved quickly to secure press coverage with major outlets, including CBS and NBC. Aliett explains how she approached her getting press as an active growth channel, not a one-time spike. That attention accelerated retail conversations with partners like CVS and Urban Outfitters and strengthened their broader partnership marketing efforts.

Before the headlines, there was disciplined bootstrapping, early TikTok traction, and a clear focus on growing an audience without heavy ad spend. You will also hear practical event marketing ideas that helped Fazit show up at festivals, NFL games, and live pop-ups where their customers already were.

If you want to understand how to get press smartly, leverage cultural moments, and turn attention into sustainable growth, this conversation is worth your time.

Episode Breakdown:

00:01 Partnership Marketing and Creating Your Own Founder Momentum

04:50 Aliett Buttelman’s Path to Building Fazit

09:10 Bootstrapping Fazit With $13K and Early Scrappy Growth

10:02 Growing an Audience on TikTok Through Product Seeding

15:10 Retail Breakthrough With Urban Outfitters and CVS

19:00 Coachella Launch and Viral Growth for Makeup Patches

20:45 Getting Press and the Taylor Swift Placement

22:11 Taylor Swift Wears Fazit and the Seven-Figure 48 Hours

26:16 Scaling Fast After Going Viral: Inventory, Team, and Customer Service

33:55 Event Marketing Ideas: Pop-Ups, Sports Moments, and Founder Visibility

Connect with Aliett Buttelman:

Follow Aliett on Instagram

Follow Fazit Beauty on Instagram

Connect with Lindsay:

Subscribe to The FoundHer Files

Follow Dear FoundHer on Instagram

MMS sign up: https://www.lindsaypinchuk.com/mmsspring2025

Dear FoundHer... on Tour: https://www.dearfoundher.com/tour

Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Healing Your Soul Through a Product That’s Now in 5000+ Stores Nationwide, with Ali Bonar, Founder of Oat Haus Mar 18, 2025

Show notes

Building a successful brand takes more than a great product. It takes showing up, sharing your story, and earning trust, day after day.

Lindsay Pinchuk sits down with Ali Bonar, the co-founder and the CEO of Oat Haus, to talk about turning personal struggles into a business with real impact. After spending years battling an eating disorder, Ali wanted to change how people experience food. That journey led her to create granola butter, the world’s first oat-based spread. Now, Oat Haus products are stocked in over 5,000 stores, including Target and Whole Foods. But getting there wasn’t easy.

Ali shares what it took to bring a completely new product to market, why consistency matters more than overnight success, and how social media became a powerful tool for connection and credibility. She also reflects on her experience on Shark Tank and why not getting a deal turned out to be a blessing.

What does it really take to grow a business in a crowded industry? How do you build trust with customers before they even try your product? Ali’s story offers answers. If you’re an entrepreneur wondering how to stand out and keep going, this episode is for you.

Episode Breakdown:

00:00 Introduction

05:30 Ali’s Journey and Inspiration

09:00 Early Challenges and Development

11:00 Bringing on a Culinary Expert

13:00 Initial Production and Scaling Up

15:30 Marketing and Customer Education

17:00 Leveraging Social Media for Growth

19:00 Authenticity and Building Trust

23:00 The Myth of the Big Break

25:00 Importance of Telling Your Story

27:00 Current Scale and Retail Presence

29:00 The Role of Press and PR

31:00 Shark Tank Experience

35:00 Funding and Investment Strategy

37:00 Profitability and Lean Operations

39:00 Challenges and Realities of Being a Founder

41:00 Marketing to Moms and Schools

Connect with Ali Bonar:

https://www.instagram.com/alibonar

http://www.instagram.com/oat.haus

Get on the Marketing Made Simple Waitlist: https://lindsaypinchuk.myflodesk.com/waitlist

Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

20 Actionable Steps to Market Your Business TODAY, with Lindsay Pinchuk, Host of Dear FoundHer... Mar 11, 2025

Show notes

In this episode, Lindsay Pinchuk discusses her Marketing Made Simple program and the SWEEP method, which focuses on utilizing social media, websites, emails, events, partnerships, and publicity to grow small businesses. She emphasizes the importance of consistency, community engagement, and practical steps that entrepreneurs can take to enhance their marketing strategies. The episode provides actionable insights for small business owners looking to improve their marketing efforts and build a strong brand presence.

Join the Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Get on the waitlist for Marketing Made Simple for Small Business:

https://lindsaypinchuk.myflodesk.com/waitlist

Don't forget to follow Lindsay and Dear FoundHer... on Instagram:

Interested in Flodesk? Here's 50% off your first year.

Hosted on Acast. See acast.com/privacy for more information.

The Ups and the Downs of Four+ Decades in Beauty with Laura Geller, Founder of Laura Geller Beauty Mar 04, 2025

Show notes

Success isn’t always smooth, and Laura Geller knows that firsthand. She built a beauty empire, but the road to get there was filled with financial setbacks, employee betrayals, and the constant pressure of running a business.

Lindsay Pinchuk sits down with Laura, the founder of Laura Geller Beauty, to talk about the moments that defined her journey. How did a New York City makeup artist with no business background end up creating a brand that changed the beauty industry? What hard lessons did she learn along the way? Laura shares the highs and lows of opening her first store in Manhattan, struggling to keep up with a rapidly growing business, and learning the realities of managing people and money.

In 1997, everything shifted when QVC entered the picture. The opportunity to sell her products on a national platform gave Laura the resources to create her own formulations and connect with customers on a larger scale. She reflects on the power of storytelling, the trust she built with her audience, and why authenticity matters more than ever.

Laura also opens up about selling a majority stake in her company, the unexpected challenges of private equity, and the decisions she would make differently today. Her insights on mentorship, resilience, and trusting your instincts are lessons every entrepreneur can learn from.

Join Lindsay and Laura for an honest conversation filled with hard-earned wisdom and advice that can help founders avoid common pitfalls.

Episode Breakdown:

00:00 Introduction

05:20 Laura Geller’s Early Career

10:05 Opening the Makeup Studio

12:13 The Impact of QVC

17:01 Learning Through Mistakes

20:08 Challenges with Employees

24:25 Selling a Majority Stake

32:19 Navigating the Sale Process

36:11 The Happy Ending

40:14 Gratitude to Her Parents

Connect with Laura Geller:

http://www.instagram.com/lauragellerbeauty

http://www.instagram.com/laurajgeller

Get on the Marketing Made Simple Waitlist: https://lindsaypinchuk.myflodesk.com/waitlist

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

You can't build a business overnight! Feb 26, 2025

Show notes

Join the Dear FoundHer... Forum to build your business with the support of a community who truly gets it.

The Dear FoundHer… Forum is exclusively for female entrepreneurs over forty who are building, growing, or scaling their businesses.

There’s no gatekeeping here—just actionable support, real conversations, and access to insights that truly matter. Use the code FOUNDHER for 20% OFF.

Click here to check out about the networking community everyone's talking about.

In this episode, Lindsay Pinchuk discusses the importance of building a community around your brand and the realities of growing a business. Lindsay outlines big picture steps for launching a business or a new product or service, emphasizing the need for consistency and using her SWEEP method for content marketing. SWEEP, utilizes your Social Media, Website, Emails, Events, Partnerships + Publicity to generate and execute, cost effective, community-centric marketing strategies that grow your brand.

Lindsay introduces this concept in today's episode and challenges the listener to think about how they can apply it to their own marketing practices in business.

Tomorrow she'll be back with more micro level tips on applying SWEEP to your own business.

Join the Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Get on the waitlist for Marketing Made Simple for Small Business:

https://lindsaypinchuk.myflodesk.com/waitlist

Don't forget to follow Lindsay and Dear FoundHer... on Instagram:

Hosted on Acast. See acast.com/privacy for more information.

Becoming an Overnight Success....After a Decade, with Ripley Rader, Founder of Ripley Rader Feb 18, 2025

Show notes

Join the Dear FoundHer... Forum to build your business with the support of a community who truly gets it.

The Dear FoundHer… Forum is exclusively for female entrepreneurs over forty who are building, growing, or scaling their businesses.

There’s no gatekeeping here—just actionable support, real conversations, and access to insights that truly matter. Use the code FOUNDHER for 20% OFF.

Click here to check out about the networking community everyone's talking about.

Success rarely happens overnight, but what does it take to stick with something long enough to make it work? Ripley Rader knows firsthand. She spent years sewing her own clothes, believing in her designs, and grinding through the tough moments before her fashion brand became a multimillion-dollar powerhouse.

Lindsay Pinchuk sits down with Ripley, the designer behind the viral wide-leg pants that women can’t stop raving about. Ripley shares how a single jumpsuit changed everything, what happened when a Fred Segal buyer took a chance on her, and why she chose to grow the brand without investors. She gets real about the sacrifices no one talks about—the financial struggles, the years of uncertainty, and the gut instincts that kept her going.

What makes a product take off? How do you scale a business without losing yourself in the process? Ripley breaks it all down, from building an authentic brand to trusting the slow, steady path to success. She also shares her best advice for entrepreneurs who are serious about making an impact. If you’ve wondered whether to stick with something a little longer, this episode will give you a reason to keep going.

Episode Breakdown:

00:00 Introduction

04:04 Ripley’s Fashion Journey

07:19 Early Challenges and Breakthroughs

10:15 Transition to Commercial Production

13:16 Ripley’s Clothing Line

15:53 The Viral Pants

19:24 Impact of Viral Success

21:36 Marketing Strategy

25:01 Company Growth and Scaling

28:12 Adapting to Rapid Growth

30:01 Team Structure and Hiring

33:42 Company Goals and Vision

34:45 Building on Momentum

35:20 Holiday Collection

37:35 Marketing Tactics

40:29 Influencers vs. Influentials

41:30 Advice to Younger Self

42:11 Actionable Steps for New Entrepreneurs

43:11 Closing

Connect with Ripley Rader:

http://www.instagram.com/shopripleyrader

http://www.instagram.com/ripleyrader

Join the Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum

Get on the waitlist for Marketing Made Simple for Small Business:

https://lindsaypinchuk.myflodesk.com/waitlist

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

It's Never Wrong to Do What's Right: How to Speak Up When You Own a Business Feb 12, 2025

Show notes

Given the events of this week with a certain Super Bowl commercial featuring a known rapper, Dear FoundHer... Host, Lindsay Pinchuk, wanted to address this important topic: How to speak out as a business owner. So in this episode, Lindsay herself discusses the critical importance of speaking out on social issues, particularly in the context of recent events affecting the Jewish community. She shares her personal experiences of using social media to address antisemitism and the backlash she faced, emphasizing that speaking up can lead to community growth and connection. Lindsay encourages listeners to craft meaningful messages that resonate with their audience and not to fear losing followers when taking a stand. The episode highlights the moral imperative to address humanitarian issues and offers practical advice for navigating these conversations in a business context.

Sound Bites

"It's never wrong to do what's right."
"We are better together."
"Hate and terrorism are not political."
"I have zero regrets about any of it."
"Craft a message that resonates with your community."

Sign up for our newsletter so you know when Dear FoundHer... comes to a city near you:

https://lindsaypinchuk.myflodesk.com/waitlist

Join the Dear FoundHer... Forum: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Hosted on Acast. See acast.com/privacy for more information.

How to Navigate Your Post 40 Pivots, LIVE in Chicago with Pam Sunshine and Jenn Sherman of Sunny and Jenn Feb 04, 2025

Show notes

Sometimes, the best opportunities come out of nowhere—just ask Pam Sunshine and Jenn Sherman!

Lindsay Pinchuk kicks off a live conversation from a sold-out event in Chicago, where she sits down with Sunny and Jenn to talk about unexpected pivots, reinvention, and rolling with life’s surprises. A chance encounter on the street sent these two best friends viral on TikTok, launching them into a new chapter they never saw coming. With no strategy, no grand plan, and no clue what they were doing at first, they figured it out along the way and built something real.

Jenn shares how she went from stay-at-home mom to Peloton instructor, proving that taking one small step can change everything. Pam opens up about stepping into the spotlight after decades behind the scenes and why this new venture feels different—it’s just for her. They also talk about balancing careers, navigating midlife shifts, and why embracing what excites you matters at any age.

The best things often happen when you say yes before you feel ready. This episode is a reminder to embrace change, lean on your support system, and go after what excites you because the right opportunities often show up when you least expect them.

Quotes

“You have to find something you’re passionate about and that you love that’s going to push you.” (07:49 | Jenn Sherman)
“You have to dive in and just decide you’re going to figure it out.” (15:36 | Jenn Sherman)
“We’ve learned that we’re just going with it. And if you don’t feed it, it can’t grow. We definitely have learned that. And sometimes that gets a little tricky.” (16:07 | Pam Sunshine)
“I’m a big sharer because if I have something good, why wouldn’t I want to share it with people I like? I’m just not a gatekeeper.” (24:12 | Pam Sunshine)
“When you just can be yourself, it’s very freeing.” (26:17 | Pam Sunshine)
“You have to first put yourself out there and decide you want to make that change. And don’t wait. You’ve heard it a million times. Just do it.” (34:52 | Jenn Sherman)

Connect with Pam Sunshine and Jenn Sherman:

http://www.instagram.com/sunnyandjenn

Sign up for our newsletter so you know when Dear FoundHer... comes to a city near you:

https://lindsaypinchuk.myflodesk.com/waitlist

Join the Dear FoundHer... Forum: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Simply Be Yourself to Be a Part of the 1% of Women Who Sell Their Business, with Jessica Zweig Jan 28, 2025

Show notes

Grab 9 amazing tools (many free!) to grow your business in 2025! Sign up for our newsletter here and we'll deliver these (plus many more!) straight to your inbox: https://lindsaypinchuk.myflodesk.com/9tools

How do you build a business that doesn’t need you, and why is that the key to true entrepreneurial freedom? Jessica Zweig, a three-time founder and recently acquired founder, rejoins Lindsay Pinchuk to unpack the journey of turning her personal branding agency, Simply Be, into a self-sustaining business ready for acquisition.

Jessica and Lindsay talk about what it takes to step away from a business you’ve poured your heart into. From the mental hurdles of letting go to the practicalities of ensuring your team and culture thrive post-acquisition, Jessica offers an honest and insightful perspective. As a founder, how can you prepare for an exit? And how can you make sure your business can thrive without your daily involvement?

Jessica shares how she’s transitioned into her next chapter, blending her expertise in business with her passion for spirituality through coaching programs and her bestselling book, “The Light Work.” Her conversation with Lindsay is an exploration of growth, resilience, and the lessons learned when you build—and let go of—a thriving company. Whether you’re dreaming of an exit or just curious about what comes next, this episode offers inspiration and wisdom for founders at every stage.

Quotes

“Get as much in writing as possible. Make sure your asset purchase agreement, your exit agreement, whatever legalese and documentation you will need to have that you put it all in writing.” (26:44 | Jessica Zweig)
“When you sell your business, it’s an asset. It’s a story to leverage. And you should. It’s such an incredible accomplishment, and to do it as a woman is even more amazing.” (34:30 | Jessica Zweig)
“Don’t be afraid to ask for exactly what you want [when selling your business]. Yes, get it in writing, but the first step is saying what you want.” (45:19 | Jessica Zweig)
“To be a great leader requires you to be a great person, and to start that journey sooner. It’ll just accelerate everything.” (46:26 | Jessica Zweig)

Connect with Jessica Zweig:

http://www.instagram.com/jessicazweig

https://resources.jessicazweig.com/ffbs/waitlist

Join the Dear FoundHer... Forum: https://www.dearfoundher.com/dear-foundher-forum

Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk

Podcast production and show notes provided by HiveCast.fm

Hosted on Acast. See acast.com/privacy for more information.

Navigating Social Media For Your Small Business During a Time of Crisis, with Lindsay Pinchuk, Host of Dear FoundHer... Jan 14, 2025

Show notes

***Grab NINE FREE + PAID TOOLS to grow your business in 2025! We've compiled Dear FoundHer's... favorite digital resources just for you...and we'll send them straight to your inbox. Tips for using social media for your small business, creating meaningful partnerships, monetizing your community and more. CLICK HERE and we'll send them to you!***

In this episode, Lindsay Pinchuk addresses the challenges of navigating social media during a crisis, particularly in light of the recent wildfires in Los Angeles. She emphasizes the importance of empathy, community support, and thoughtful content planning for businesses. Lindsay provides actionable tips for business owners on how to engage with their audience authentically while being sensitive to current events. The episode serves as a guide for maintaining brand integrity and fostering community connections during difficult times.

Takeaways

It's important to acknowledge the current crisis with empathy.
Your community will remember if you're silent during a crisis.
Avoid using a crisis as an opportunity to sell products.
Prioritize empathy over sales in your messaging.
Engage thoughtfully with your audience's feedback.
Create a crisis content plan for future events.
Stay informed about the situation to avoid being tone deaf.
Review and adjust your scheduled content to align with current events.
Support your community through meaningful actions and donations.
Lead with authenticity and empathy as a business owner.

Grab Lindsay's resource list for helping the victims of the LA Wildfires: https://thechaitea.beehiiv.com/p/lawildfirerelief

Make sure you follow @lindsaypinchuk and @dearfoundher on Instagram.

Hosted on Acast. See acast.com/privacy for more information.

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