'I want to help them declutter and reconnect with their beauty routine in a very special, intentional, and mindful way.'
, we'll dig into the behind-the-scenes details — the money, the aha! moments, and the mistakes — of the biggest brands in the industry.has been hustling nonstop since her family immigrated to Canada from Kazakhstan when she was little. She saw the sacrifices they made to provide her with better opportunities, and she wanted to honor that by always striving for success.
Right at this time, a friend introduced me to the Marie Kondo method. I was hooked and committed to turning my life around. I challenged myself to do a 12-month no-buy, especially after reading Cait Flanders’ book,and managed for eight months! I went from always talking about shopping, to bragging about wearing the same skirt from Aritzia for the 50th time that year. It brought me such a sense of calm and clarity.
That's why our mission with Minori is to inspire mindful consumption. I’d rather you not buy our blush if you're in debt and have 20 cheek tints at home that you’re trying to get through. It's definitely going to be an interesting challenge for Minori to balance our need to be a successful business while encouraging people not to buy things impulsively. That's why we’ll focus on making the absolute best products and only creating essentials that people will get daily use out of.
This led me to NYC and the role of merchandise personalization analyst at a popular beauty subscription service. I literally got to be the human brain behind the algorithm that helps tailor their monthly subscription for millions of members. I partnered with the merchandising team, tested out every single product , and tried to figure out who would love which items. I started to understand what types of products people liked and didn’t like.