# Advice Line with Vicky Tsai of Tatcha

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-09-26
- Length: 48m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha

## Summary

Tatcha co-founder and former CEO Vicky Tsai joins Guy Raz to advise three early-stage founders: Jessica Lou of Petit Anjou, Brittany Lowe of Baya, and Devon Clymer of Mugsy Bakes. Tsai discusses her own journey from corporate finance to building Tatcha, her decision to step down as CEO after bringing in private equity, and her subsequent return to lead a turnaround before handing the reins to a new diverse leadership team. The founders seek advice on increasing brand awareness for high-end handmade jewelry, prioritizing sales channels for a femcare brand, and generating buzz for a pre-launch food product.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha#t=0) Introduction: Vicky Tsai and Tatcha's Leadership Journey
- [7:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha#t=443) Petit Anjou: Scaling Handcrafted Jewelry and Brand Awareness
- [20:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha#t=1200) Baya: Prioritizing Sales Channels and Retail Strategy for Femcare
- [33:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha#t=1990) Mugsy Bakes: Generating Buzz and Community for Pre-Launch Food Product
- [46:57](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-09-26-advice-line-with-vicky-tsai-of-tatcha#t=2817) Vicky Tsai's Advice to Younger Self and Final Thoughts

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

early-stage companies

## Mentioned

- Tatcha (product)
- Petit Anjou (company)
- Baya (company)
- Mugsy Bakes (company)
- Unilever (company)
- Sephora (company)
- QVC (company)
- L'Oreal (company)
- Dollar Shave Club (company)
- Liquid Death (company)

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- [Founder Feature: Tabi and Meena Hoshmand of Tursh](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-14-founder-feature-tabi-and-meena-hoshmand-of-tursh) (The Startup CPG Podcast)
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