Armed with a lifelong passion for cosmetics, Marla Beck saw an opportunity to transform the makeup shopping experience. In 1999, she founded Bluemercury, and then went on to scale the company into hundreds of stores and multiple product lines—while surviving several recessions—before being acquired by Macy's in 2015. Marla shares why omnichannel customers are most valuable for retail businesses, how she implemented a radical HR model, why she hires for "skill, will, and fit," and why she believes entrepreneurship isn't about risk-taking—it's about risk management.