Hi guys, welcome back to Skincare Anarchy. This is your host, Ekta, and I am very, very excited about our guest today because this is a beautiful line, the products are phenomenal.

Every single thing I've tried, I've loved. So without further ado, I want to introduce you guys to Cheryl Fallen, who is the founder of Lila Bee Beauty.

And I would love Cheryl if you could tell us all about the journey. I'm so excited you're here. First of all, thank you for coming on to the show.

Thank you for having me. I'm thrilled to be here.

It's such an honor to talk to you because I really love your brand. I would love to know how you came up with the whole thing, the whole concept, the name, everything.

Sure. Well, it's a very long story.

We have time.

So for many, many years, I lived on the East Coast. I was born and raised in Connecticut and spent the majority of my adult years in Manhattan.

I was in the sort of the financial space where I landed in the beauty space, which is incredible.

In New York, working for a company by the name of Arcade Beauty.

And people in the industry will know them as the leaders in the industry providing sampling solutions to all beauty brands across various different categories.

They help you to design, create and think about your strategy around sampling any product usually in line with a product launch.

I was part of my world of being in finance. I was working for a firm that acquired Arcade.

And for almost 10 years, I was immersed into the beauty industry, not because I was a beauty junkie or a celebrity makeup artist.

I really defaulted into this incredible world.

It was a heck of a lot sexier than what I was doing previously.

Crunching numbers and looking at spreadsheets for hours and hours at a time.

But I fell in love with the industry.

You can imagine I worked with some of the most incredible people.

Founders, CMOs, really sharp, incredibly inspiring, marketing people across every single category.

So if you can imagine skin care, body care, color cosmetics, hair care, any product that you think a consumer would want to sample.

Designing sampling strategies, manufacturing and producing samples to various different brands.

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