Knowing that “beauty is hard to sell on the internet,” this subscription box CEO still pursued a breakthrough company model that would eventually redefine beauty buying habits. But it was not a straight line from a business-school idea to a multi-million dollar annual revenue. Potential investors didn’t get it. Makeup purveyors didn’t see the vision. And customers had to be found. Katia tells Alicia the full riveting story.

Follow Katia on Twitter @katiawwb and IG @katiawb; and Birchbox @birchbox. If you loved this episode, listen to to-latina.simplecast.com/episodes/how-mend-app-founder-elle-huerta-comforts-broken-hearts">Elle Huerta and to-latina.simplecast.com/episodes/investor-nathalie-molina-nino-boldly-speaks-truth-to-powerful-men">Nathalie Molina-Niño for more on founding and funding a business. Show your love and become a Latina to Latina Patreon supporter!