# Advice Line with Vicky Tsai of Tatcha (September 2024)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-02-06
- Length: 49m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024

## Summary

Vicky Tsai, co-founder of skincare brand Tatcha, joins Guy Raz to advise three early-stage founders: Jessica Lou of Petit Anjou (handcrafted fine jewelry), Brittany Lowe of Beia Beauty (fem care skincare), and Devon Clymer of Mugsy Bakes (gluten-free mug cake mixes). Tsai shares her personal journey of stepping down and returning as CEO of Tatcha to overcome imposter syndrome, and offers specific advice on brand storytelling, community building, and retail strategy for the callers.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024#t=0) Introduction and Vicky Tsai's CEO Journey
- [8:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024#t=487) Advice for Petit Anjou Jewelry Brand Awareness
- [20:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024#t=1244) Advice for Beia Beauty Sales Channels and Retail
- [33:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024#t=2034) Advice for Mugsy Bakes Community Building and Product
- [47:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024#t=2838) Vicky Tsai's Advice to Her Younger Self

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- Tatcha (company)
- Unilever (company)
- Petit Anjou (company)
- Beia Beauty (company)
- Mugsy Bakes (company)
- L'Oreal (company)
- Sephora (company)
- QVC (company)
- Dollar Shave Club (company)
- Liquid Death (company)
- Bumble (company)
- Tinder (company)

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- [Founder Feature: JoLynn Henke and Peter Clarkson](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-24-founder-feature-jolynn-henke-and-peter-clarkson) (The Startup CPG Podcast)
- [Founder Feature: Jilleo Recio of RĒJINS](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-18-founder-feature-jilleo-recio-of-rejins) (The Startup CPG Podcast)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [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)

## Citing this page

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