Today we’d like to introduce you to Shelley Goodstein
Hi Shelley, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Shelley Goodstein began her career as a model and expanded her expertise in beauty as a co-host of a morning show for ABC and a beauty expert for AZ Midday, all while authoring “A Model’s Secrets.” My transition to entrepreneurship came unexpectedly at the age of 50, driven by a desire to contribute more financially to my family and a recognition of a gap in the market for hair extensions, which were once exclusive to celebrities or only available in big cities. I felt compelled to make these products accessible and affordable for women everywhere through e-commerce.
Soon, celebrities such as the Real Housewives, J Lo, the Kardashians, and Zendaya were spotted on the red carpet wearing Hidden Crown, earning me a distinguished spot on Forbes’ 50 Over 50 list in 2022. After retiring from the brand last year with an eight-figure exit, I found myself wondering what was next in my life—but that was okay because I’d been here before.
Now, having just turned 60 (you didn’t think I’d really retire, did you?), I have launched another new brand in DTC and B2B commerce: Boujee Beauty. Boujee Beauty focuses on electrical treatments for skin, hair, and body, all utilizing NASA technology for infrared light therapy. This venture perfectly combines my passion for beauty and science.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Launching into a highly competitive field at 50 and again at 60 was fueled by a blend of necessity and courage. My conviction stems from a genuine belief in my products; I am truly passionate about their benefits and confident that they resonate with others as well. This unwavering optimism has become the cornerstone of my journey.
Self-doubt has been a constant companion on my entrepreneurial path, especially when grappling with imposter syndrome—something many CEOs experience. There were moments when I’d look at my business and find it hard to believe it was real.
But here’s the thing: I pushed through by recognizing that imposter syndrome is a common part of the process for so many of us. It’s an odd rite of passage in the business world. I reminded myself of the hard work I’d put in and the challenges I’d overcome.
It’s all about giving yourself a pat on the back for every victory—and I mean every single one, no matter the size. Did you knock out a tricky email first thing in the morning? That’s a win. Made a sale? That’s another win. Each time you acknowledge these achievements, it’s like adding a brick to your fortress of self-assurance.
It’s not just about feeling good in the moment, either. This practice creates a positive feedback loop. You start to see yourself as a winner, someone who gets things done and meets challenges head-on. And guess what? This energy is contagious. It infuses everything you do, from your pitch to your product development. Before you know it, you aren’t just acting confident—you are confident, and everyone around you can feel it. That’s how you build real momentum and a can-do reputation in this game. Keep celebrating those wins, and watch your confidence soar to new heights.
We’ve been impressed with Boujee Beauty, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Boujee Beauty is pioneering a new era in hair and skin care with NASA-inspired infrared technology that’s powerful, affordable, and designed with style in mind. Our L’masque device brings professional-grade LED light therapy to the everyday consumer, boasting more lights and power than competitors—all at an accessible price. For hair, not only do our hot tools include the latest in high tech, but boasts the longest curling iron on the market and we were just awarded Best New Hot Tool Award for 2024 by Beauty LaunchPad. All our tools incorporate double infrared light to heat hair from the inside out, minimizing frizz and enhancing shine while operating at lower temperatures to reduce damage. Our at home far-infrared sauna blanket offers the ability to burn up to 600 calories a sessions along with improving pain and circulation, enhances sleep quality, boosts mood, and facilitates toxin elimination .Each product blends innovative technology with a “boujee” aesthetic that looks as good as it performs, meeting the modern consumer’s need for beauty solutions that are effective, versatile, and visually appealing. Available at BoujeeBeauty.com
Before we go, is there anything else you can share with us?
Now, at 60, I’m brimming with insights I’m eager to pass on. Here’s the gist: Prioritize authenticity over approval. Don’t waste your days trying to contort into what others expect you to be. I’ve embraced the freedom of parting ways with those who can’t embrace me. Focus on the people who understand and appreciate you for who you are—thankfully, they expect nothing more. These are the folks who stick with you, through thick and thin. They’re the ones you want in your corner. And as for disagreements? Learn to let them go. They rarely merit the energy they consume. Choose peace over being right, and watch how your life transforms.
Pricing:
- L’Masque – $269
- Hot Tools – $159
- Infrared Sauna Blanket – $489
- Code for $50 off anything SGFF
Contact Info:
- Website: https://boujeebeauty.com
- Instagram: https://www.instagram.com/shellgood/
- Facebook: https://www.facebook.com/shelley.goodstein
- Other: https://shelleygoodstein.com
