Behind Her Empire

In this week’s episode, we’re re-airing one of our top episodes with Joanna Griffiths, the Founder and President of Knix, the innovative direct-to-consumer intimates and apparel brand.

The idea for Knix started after she had a conversation with her mom about what women’s bodies undergo as they age especially when it came to post-pregnancy leaks. After doing research on her end and speaking to more women, she realized there was a massive gap in the market. So in 2013, she launched a Kickstarter campaign that placed Knix on the map not only for its intimates but for talking openly about the reality of women’s bodies.

A decade later, the womenswear brand has expanded into a variety of categories, including bras, activewear, shapewear, swim, loungewear, and more. Joanna has built Knix into one of the fastest-growing intimate apparel brands globally. In 2022, Joanna decided to sell 80% of her business for $320 million, making it one of the largest exits by a female founder in Canada and one of the most significant sales of a brand by a female founder in US history.

In this week’s episode, Joanna talks to us about her incredible journey building Knix, what she learned in her career in media & entertainment, and how it actually helped her disrupt the intimates industry despite having no background. She shares how she pivoted early on from wholesale even though they were doing incredibly well, how they ended up launching as a direct-to-consumer company, and why it was one of the boldest decisions she made. Joanna also opens up about how she dealt with depression even when she had major success with the brand, and the steps she took to manage this difficult time. We talk about how she dealt with difficult investors who didn’t believe she could run a high-growth company being a mom of three, what she did to prove those naysayers wrong, and so much more.

In this episode, we’ll talk to Joanna about:
* Being vulnerable and open on social media. [03:21]
* The reality in entrepreneurship. [05:22]
* Joanna’s coping mechanisms as a founder. [08:57]
* Creating momentum in the early stages. [13:25]
* Working in a record label, getting an MBA, and shifting passions. [16:49]
* The genesis of the Knix idea and testing their first product. [18:38]
* The manufacturing processes. [23:14]
* Launching Knix on Kickstarter. [25:42]
* Joanna’s depression despite the business doing well. [32:38]
* Joanna’s fundraising journey. [39:31]
* Building confidence and managing negativity. [45:29]
* Joanna’s behind-the-scenes in managing her business and motherhood. [46:47]
* Selling the company and buying a house for their nanny. [48:37]

This episode is brought to you by Beeya:
* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.
* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Website: https://www.behindherempire.com/

Follow Joanna:
* Website: https://knix.com/
* Instagram: https://www.instagram.com/knix/
* Instagram: https://www.instagram.com/joannaknix/
Hosted on Acast. See acast.com/privacy for more information.

Leah Marcus and Yasaman Bakhtiar are the co-founders of Good Girl Snacks, the brand that turned a TikTok obsession into a full-blown business.

These two best friends didn't come from food. They came from corporate. Leah was in marketing at a tech startup, Yas was at an auction house debating whether to go back for her master's. What changed everything was a lot of TikTok scrolling and asking one question: why is everyone obsessed with pickles right now, and why isn't there a brand that actually feels like us? So at 23, they quit their jobs, hired a food scientist, found a manufacturer in the middle of Massachusetts, and started building. Documenting every messy, unfiltered moment along the way on social. By the time they launched in February 2024, they already had a community waiting. They sold out in under three months, closed a pre-seed round in two weeks, had a collab with Khloé Kardashian, and are now on shelves at Erewhon, Whole Foods, and Bristol Farms. All with zero dollars spent on ads.

In this episode, we get into all of it. The leap they took before they were ready, the social media playbook they built from scratch, and the production nightmares that would have made most people quit. But this isn't really a story about pickles. It's about what it actually feels like to bet on yourself when the odds aren't clearly in your favor. Leah and Yas are proof that the founders who win aren't always the most experienced. They're just the ones who refused to stop.

In this episode, we’ll talk about:
* Leaving corporate jobs and feeling the pull toward entrepreneurship. [02:12]
* How a TikTok pickle trend sparked the idea for Good Girl Snacks. [03:58]
* Doing the research before quitting their jobs. [06:52]
* The confidence that comes from building with the right co-founder. [09:10]
* Taking the leap and launching the business in 2023. [11:20]
* Building hype on social media months before the product existed. [12:33]
* Creating a viral content series to grow an audience. [14:30]
* Why consistency and daily posting built early momentum. [18:19]
* Finding the first manufacturing partner and navigating production challenges. [19:36]
* “Cucumber Gate” and the realities of building a food product. [23:06]
* Turning startup mishaps into viral storytelling content. [26:31]
* Why resilience and problem-solving matter more than glamour in entrepreneurship. [29:00]
* Building community through events, activations, and everyday customers. [31:15]
* How influencer relationships and brand partnerships fueled growth. [32:19]
* The Khloe Kardashian moment and what celebrity exposure really does for a brand. [34:09]
* Landing early retail wins with Pop Up Grocer, Erewhon, and Whole Foods. [38:04]
* Raising their first investment round after proving product-market fit. [40:00]
* The long-term vision for Good Girl Snacks beyond pickles. [42:23]
* Lessons about entrepreneurship they learned the hard way. [43:23]
* The sacrifices founders make that people rarely see. [44:20]

This episode is brought to you by beeya:
* Learn more about beeya's seed cycling bundle at https://beeyawellness.com/free to find out how to tackle hormonal imbalances.
* Get $10 off your order by using promo code BEHINDHEREMPIRE10

Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Stay updated & subscribe to our newsletter: https://www.behindherempire.com/

Follow Good Girl Snacks:
* Website: https://goodgirlsnacks.com/
* Instagram: https://www.instagram.com/goodgirlsnacks/
Hosted on Acast. See acast.com/privacy for more information.

Cyndi Ramirez-Fulton is the Founder and CEO of Chillhouse, a cult wellness destination that evolved into a category-defining, design-led nail care brand.

But the version of Cyndi you see today is not how this story begins. It begins with dropping out of college twice, working nightlife to stay financially stable, starting over in her mid-twenties with unpaid internships, and quietly questioning whether she was actually “good” at anything.

When she opened Chillhouse, it wasn’t instant success. It was long hours, tight margins, staffing challenges, seasonality, expansion risks, and the constant pressure of making payroll. She had to learn how to raise money, survive volatility, and pivot when the original business model was not scalable. The breakthrough came when she listened to her customers and launched salon-quality press-on nails, a move that completely transformed the trajectory of the company.

In this episode, Cyndi shares what it really takes to rebuild confidence when you feel behind. We talk about the unglamorous realities of running a service-based business, why shiny opportunities can become expensive distractions, how motherhood reshaped the way she leads, and what shifted when Chillhouse entered a new chapter through its acquisition by KISS Beauty Group.

If you have ever questioned your path or wondered whether you are capable of building something bigger than you imagined, this conversation is for you.

In this episode, we’ll talk to Cyndi about:
* Why becoming obsessed is what makes you “good” at something. [01:50]
* Growing up around small business hustle — but craving financial stability. [03:41]
* Rejecting the traditional 9–5 and carving her own path. [08:14]
* Starting over at 25 and taking an unpaid internship to rebuild. [10:57]
* Blogging before influencing was mainstream and monetizing early. [15:07]
* The desire to build something physical and the birth of Chillhouse. [17:43]
* Why the original business model had to evolve. [22:37]
* Raising money for the flagship store. [27:49]
* Challenging moments Cyndi experienced in the business. [28:31]
* The hard lesson of expansion and chasing shiny opportunities. [32:33]
* Letting customer behavior guide the pivot to nail care. [34:45]
* Testing products before discovering the breakout opportunity. [36:57]
* Launching press-ons and creating instant brand recognition. [40:14]
* From viral growth to legacy credibility: why today’s virality starts with product performance. [44:27]
* Motherhood, infrastructure, and building real support systems. [47:14]
* Why exiting her business wasn’t the goal, but the right partnership changed everything. [54:07]
* Moving from survival mode to structured, strategic growth. [56:46]

This episode is brought to you by beeya:
* Learn more about beeya's seed cycling bundle at https://beeyawellness.com/free to find out how to tackle hormonal imbalances.
* Get $10 off your order by using promo code BEHINDHEREMPIRE10

Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Stay updated & subscribe to our newsletter: https://www.behindherempire.com/

Follow Cyndi:
* Instagram: https://www.instagram.com/cyndiramirez/
* Instagram: https://www.instagram.com/chillhouse/
* Website: https://chillhouse.com/
Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode, we’re re-airing one of our top episodes with Rebecca Hessel Cohen, the founder and CEO of LoveShackFancy, a fashion and lifestyle brand know for its unique floral prints and bohemian dresses.

LoveShackFancy was born out of necessity when Rebecca was in search of the perfect bridesmaid dresses and was out of luck. After creating her own designs, she garnered lots of support from family and friends and began selling dresses from the trunk of her car and the rest was history. Born and raised in New York, Rebecca was surrounded by fashion starting at the age of 4 and her story is nothing short of spectacular. Today, LoveShackFancy has gained mass appeal from her vintage-inspired details, flattering silhouettes and playful dresses and ultimately catering to all age groups.

The ultra feminine super-maximalist clothing and lifestyle business now has 17 retail locations in the U.S. and is continuing to expand. What started out as a dress company in 2013 has evolved into an all-encompassing lifestyle brand selling fragrances at Sephora to kid’s clothing and a home collection that is set to launch later this month.

In this week’s episode we chat about her upbringing surrounded by fashion, her early career as a fashion editor and why she felt like it was time to do something different in her life despite her incredible career. We talk about how her interest making a few pieces of clothing turned into a successful side hustle and eventually years later, her full time gig. Rebecca opens up about how many people told her that the feminine prints and vibe would never sell, and that her brand’s name was horrible - and why she didn’t let that stop her. We also chat about the unglamorous days of building the brand, overcoming fears in business, and using social media for success. She stresses setting boundaries, LoveShackFancy's mission, and shares dos and don'ts for running a business for over a decade.

In this episode, we’ll talk to Rebecca about:
* Rebecca's upbringing influenced her early fashion and confidence. [04:03]
* Impact of Rebecca's mom on her upbringing. [06:31]
* Rebecca’s fashion ideation process. [08:32]
* The concept of LoveShackFancy. [10:25]
* Starting LoveShackFancy as a side hustle and career pivot. [13:49]
* Dealing with the fear of change. [21:14]
* Confidence in LoveShackFancy’s vision. [23:36]
* LoveShackFancy’s first store and Rebecca’s key learning. [27:14]
* Juggling high in-store demands and early social media presence. [31:13]
* Balancing business with motherhood. [33:37]
* Launching fragrance and partnering with Sephora. [40:30]
* Going viral on TikTok and its business impact. [47:04]
* Maintaining her creative momentum. [52:26]
* Discoveries during a decade with LoveShackFancy. [55:30]
* Rebecca's belief in operating without a business plan. [58:33]
* Upcoming plans for LoveShackFancy. [01:03:13]

This episode is brought to you by beeya:
* Learn more about beeya's seed cycling bundle at https://beeyawellness.com/free to find out how to tackle hormonal imbalances.
* Get $10 off your order by using promo code BEHINDHEREMPIRE10

Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Stay updated & subscribe to our newsletter: https://www.behindherempire.com/

Follow Rebecca:
* Instagram: https://www.instagram.com/becknyc/
* Instagram: https://www.instagram.com/loveshackfancy/
* Website: https://www.loveshackfancy.com/
Hosted on Acast. See acast.com/privacy for more information.

Luna Aziz is the founder and CEO of Legendairy Milk, a wellness brand known for its lactation support and holistic products for women navigating motherhood and beyond.

But Legendairy Milk didn’t start as a business. It started with Luna as a new mom struggling with chronic low milk supply and asking one question no one could answer: why? So she did the unglamorous work herself. She researched what women across cultures had used for centuries, ground herbs in her kitchen with a coffee grinder, filled capsules by hand using a pill machine from eBay, and tested everything on herself. With just $750 and a newborn, she opened a tiny Etsy shop, expecting maybe one order a month, until a single Facebook post brought in 50 orders overnight and she turned her hobby into a business then.

In this episode, Luna shares how curiosity became her unfair advantage, taking her from postpartum survival mode to building a multimillion-dollar, education-first brand now sold at Target, Walmart, and Amazon. We talk about bootstrapping, finding the right manufacturing partners, growing without outside capital, and the burnout that taught her to build a team and protect her health. If you’re waiting to feel ready before you start, Luna’s story is a powerful reminder that curiosity and resourcefulness matter far more than having it all figured out.

In this episode, we’ll talk to Luna about:
* How her own health struggles sparked curiosity around holistic healing. [02:06]
* Luna’s “why” — creating wellness solutions born from lived experience. [04:57]
* Luna’s upbringing, cultural influences, and early relationship with wellness. [05:33]
* Who Luna was before motherhood and building her brand. [08:14]
* Navigating motherhood and the wake-up call that shifted her priorities. [11:37]
* The moment Luna realized she wanted to create something of her own. [17:44]
* Her experience working in tech and questioning the traditional office path. [21:39]
* Navigating motherhood, finances, and building a business from scratch. [24:11]
* Finding the right manufacturer and business partner. [26:50]
* Working with her husband and him transitioning to Legendairy Milk full-time. [29:18]
* How Luna approached growth without chasing traditional startup pressure. [30:48]
* How Luna sustained her brand’s position in the market while navigating growth. [33:09]
* The process behind ideating and launching the products. [36:40]
* The lessons Luna learned about burnout and delegating to grow her brand. [40:30]
* Luna’s passion for her brand is deeply personal, fueled by the support of her community. [44:50]
* How three years of effort led to Target placement and a major business milestone. [47:12]
* Experiencing the gap in postpartum care. [50:05]
* Expanding presence in Target, Walmart, and Amazon to reach moms everywhere. [52:39]
* Luna’s cautious approach to risk has shaped her business decisions. [55:36]
* Advice for women building businesses while caring for themselves. [58:25]

This episode is brought to you by Beeya:
* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances
* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Website: https://www.behindherempire.com/

Follow Luna:
* Website: https://www.legendairymilk.com/
* Instagram: https://www.instagram.com/legendairymilk/
Hosted on Acast. See acast.com/privacy for more information.