StarZero All shows Try the podcast clipper →

Oct 8, 2020 · 21m · how-i-built-this

How I Built Resilience: Aishetu Dozie of Bossy Cosmetics

Aishetu Dozie · 14m spoken Guy Raz · 5m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of How I Built This: Resilience Edition, Aishetu Dozie shares how she transitioned from high-stress investment banking to founding Bossy Cosmetics, bootstrapping a mission-driven brand and navigating global supply chain crises toward retail success.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 28.3% of the talking time here. How this is scored →

Guy as informed peer 1.2 Guest teaching 0.8 Guest disagreement 0.2 Guy pushing back 0.2
05100:0010:0020:000:00–3:29 · Guy as informed peer 1/10 Guy Raz Promotes His Book How I Built This Guy Raz introduces Aishetu Dozie and provides background context on her transition from finance to cosmetics. The exchange is warm, welcoming, and purely narrative.3:29–7:36 · Guy as informed peer 2/10 Confronting Panic and Leaving Corporate Identity Behind Guy draws connections between Aishetu's experience and broader startup concepts, citing past interviews like Rent the Runway. Aishetu enthusiastically agrees and details her transition through Stanford's DCI fellowship.7:37–11:09 · Guy as informed peer 1/10 Market Research and Choosing Lipsticks as an Entry Point Aishetu educates Guy on cosmetic market research data regarding lipstick vs foundation brand loyalty. The conversation remains entirely friendly and collaborative.11:09–14:33 · Guy as informed peer 1/10 Mid-Program Station Break and Segment Teaser Guy suggests an alternate spelling for the brand name to bypass trademark issues, but Aishetu politely points out that trademark infringement lawsuits would still follow.14:34–17:05 · Guy as informed peer 0/10 Global Supply Chain Collapse and Community Pivot Aishetu shares a detailed monologue recounting how global pandemic shutdowns dismantled her supply chain across Italy and China. Guy listens attentively without interruption.17:06–19:49 · Guy as informed peer 2/10 Cultural Reckoning, 15 Percent Pledge, and Retail Growth Guy demonstrates familiarity with retail industry commitments by identifying the 15 Percent Pledge at Sephora. Aishetu provides a nuanced, grounded perspective on the financial privilege required before taking entrepreneurial risks.0:00–3:29 · Guest teaching 0/10 Guy Raz Promotes His Book How I Built This Guy Raz introduces Aishetu Dozie and provides background context on her transition from finance to cosmetics. The exchange is warm, welcoming, and purely narrative.3:29–7:36 · Guest teaching 0/10 Confronting Panic and Leaving Corporate Identity Behind Guy draws connections between Aishetu's experience and broader startup concepts, citing past interviews like Rent the Runway. Aishetu enthusiastically agrees and details her transition through Stanford's DCI fellowship.7:37–11:09 · Guest teaching 3/10 Market Research and Choosing Lipsticks as an Entry Point Aishetu educates Guy on cosmetic market research data regarding lipstick vs foundation brand loyalty. The conversation remains entirely friendly and collaborative.11:09–14:33 · Guest teaching 1/10 Mid-Program Station Break and Segment Teaser Guy suggests an alternate spelling for the brand name to bypass trademark issues, but Aishetu politely points out that trademark infringement lawsuits would still follow.14:34–17:05 · Guest teaching 0/10 Global Supply Chain Collapse and Community Pivot Aishetu shares a detailed monologue recounting how global pandemic shutdowns dismantled her supply chain across Italy and China. Guy listens attentively without interruption.17:06–19:49 · Guest teaching 1/10 Cultural Reckoning, 15 Percent Pledge, and Retail Growth Guy demonstrates familiarity with retail industry commitments by identifying the 15 Percent Pledge at Sephora. Aishetu provides a nuanced, grounded perspective on the financial privilege required before taking entrepreneurial risks.0:00–3:29 · Guest disagreement 0/10 Guy Raz Promotes His Book How I Built This Guy Raz introduces Aishetu Dozie and provides background context on her transition from finance to cosmetics. The exchange is warm, welcoming, and purely narrative.3:29–7:36 · Guest disagreement 0/10 Confronting Panic and Leaving Corporate Identity Behind Guy draws connections between Aishetu's experience and broader startup concepts, citing past interviews like Rent the Runway. Aishetu enthusiastically agrees and details her transition through Stanford's DCI fellowship.7:37–11:09 · Guest disagreement 0/10 Market Research and Choosing Lipsticks as an Entry Point Aishetu educates Guy on cosmetic market research data regarding lipstick vs foundation brand loyalty. The conversation remains entirely friendly and collaborative.11:09–14:33 · Guest disagreement 1/10 Mid-Program Station Break and Segment Teaser Guy suggests an alternate spelling for the brand name to bypass trademark issues, but Aishetu politely points out that trademark infringement lawsuits would still follow.14:34–17:05 · Guest disagreement 0/10 Global Supply Chain Collapse and Community Pivot Aishetu shares a detailed monologue recounting how global pandemic shutdowns dismantled her supply chain across Italy and China. Guy listens attentively without interruption.17:06–19:49 · Guest disagreement 0/10 Cultural Reckoning, 15 Percent Pledge, and Retail Growth Guy demonstrates familiarity with retail industry commitments by identifying the 15 Percent Pledge at Sephora. Aishetu provides a nuanced, grounded perspective on the financial privilege required before taking entrepreneurial risks.0:00–3:29 · Guy pushing back 0/10 Guy Raz Promotes His Book How I Built This Guy Raz introduces Aishetu Dozie and provides background context on her transition from finance to cosmetics. The exchange is warm, welcoming, and purely narrative.3:29–7:36 · Guy pushing back 0/10 Confronting Panic and Leaving Corporate Identity Behind Guy draws connections between Aishetu's experience and broader startup concepts, citing past interviews like Rent the Runway. Aishetu enthusiastically agrees and details her transition through Stanford's DCI fellowship.7:37–11:09 · Guy pushing back 0/10 Market Research and Choosing Lipsticks as an Entry Point Aishetu educates Guy on cosmetic market research data regarding lipstick vs foundation brand loyalty. The conversation remains entirely friendly and collaborative.11:09–14:33 · Guy pushing back 1/10 Mid-Program Station Break and Segment Teaser Guy suggests an alternate spelling for the brand name to bypass trademark issues, but Aishetu politely points out that trademark infringement lawsuits would still follow.14:34–17:05 · Guy pushing back 0/10 Global Supply Chain Collapse and Community Pivot Aishetu shares a detailed monologue recounting how global pandemic shutdowns dismantled her supply chain across Italy and China. Guy listens attentively without interruption.17:06–19:49 · Guy pushing back 0/10 Cultural Reckoning, 15 Percent Pledge, and Retail Growth Guy demonstrates familiarity with retail industry commitments by identifying the 15 Percent Pledge at Sephora. Aishetu provides a nuanced, grounded perspective on the financial privilege required before taking entrepreneurial risks.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 55.3% · guest 44.7%0:00 · Guy 55.3% · guest 44.7%3:00 · Guy 29.4% · guest 70.6%3:00 · Guy 29.4% · guest 70.6%6:00 · Guy 31.6% · guest 68.4%6:00 · Guy 31.6% · guest 68.4%9:00 · Guy 22.7% · guest 77.3%9:00 · Guy 22.7% · guest 77.3%12:00 · Guy 13.1% · guest 86.9%12:00 · Guy 13.1% · guest 86.9%15:00 · Guy 0.2% · guest 99.8%15:00 · Guy 0.2% · guest 99.8%18:00 · Guy 29.5% · guest 70.5%18:00 · Guy 29.5% · guest 70.5%21:00 · Guy 93.2% · guest 6.8%21:00 · Guy 93.2% · guest 6.8%
Sharpest disagreement ▶ 14:08 Aishetu rejects Guy's playful alternate spelling idea

When Guy suggests spelling the brand 'BAWSY' to dodge trademark problems, Aishetu dismisses the idea by explaining that litigious competitors would still sue.

 Hardest push from Guy ▶ 14:08 Guy offers creative naming workaround

In a very collegial interview, Guy's mildest challenge to Aishetu's trademark dilemma is offering a creative phonetic workaround.

 Biggest teaching moment ▶ 7:53 Aishetu breaks down consumer behavior in cosmetic categories

Aishetu educates Guy on cosmetics industry research, explaining that women remain loyal to one foundation brand but own ten different lipsticks, making lips the ideal market entry point.

 Guy holds their own ▶ 18:06 Guy Raz contextualizes the 15 Percent Pledge

Guy jumps in to demonstrate his up-to-date retail business knowledge by explaining the 15 Percent Pledge initiated with major retailers like Sephora.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Guy Raz Promotes His Book How I Built This 1000 Guy Raz introduces Aishetu Dozie and provides background context on her transition from finance to cosmetics. The exchange is warm, welcoming, and purely narrative.
Confronting Panic and Leaving Corporate Identity Behind 2000 Guy draws connections between Aishetu's experience and broader startup concepts, citing past interviews like Rent the Runway. Aishetu enthusiastically agrees and details her transition through Stanford's DCI fellowship.
Market Research and Choosing Lipsticks as an Entry Point 1300 Aishetu educates Guy on cosmetic market research data regarding lipstick vs foundation brand loyalty. The conversation remains entirely friendly and collaborative.
Mid-Program Station Break and Segment Teaser 1111 Guy suggests an alternate spelling for the brand name to bypass trademark issues, but Aishetu politely points out that trademark infringement lawsuits would still follow.
Global Supply Chain Collapse and Community Pivot 0000 Aishetu shares a detailed monologue recounting how global pandemic shutdowns dismantled her supply chain across Italy and China. Guy listens attentively without interruption.
Cultural Reckoning, 15 Percent Pledge, and Retail Growth 2100 Guy demonstrates familiarity with retail industry commitments by identifying the 15 Percent Pledge at Sephora. Aishetu provides a nuanced, grounded perspective on the financial privilege required before taking entrepreneurial risks.

Statements from this episode (6)

Disclosure
Dozie left investment banking after her doctor warned of a stroke
“When my doctor said, listen, you're going to have a stroke if you keep going this way, for me, it was a come to Jesus moment.”
Aishetu Dozie Oct 8, 2020 ▶ 3:09
Disclosure
Dozie was hospitalized with a panic attack before quitting corporate finance
“I had a panic attack, I'll be honest with you, where I was in the hospital in Lagos, Nigeria, which is where I was living in my last role. And when I had decided, okay, I'm quitting, I'm not healthy, I'm certainly not mentally happy doing this job, but I don't…”
Aishetu Dozie Oct 8, 2020 ▶ 4:03
Insight
Makeup consumers show the lowest brand loyalty when purchasing lipsticks
“One of the most important things I learned was that the average woman Wears something color on her lips on most occasions, but she is least loyal to the person who makes her lipstick. Like the average woman who wears makeup is very religious about the foundati…”
Aishetu Dozie Oct 8, 2020 ▶ 8:04
Disclosure
Bossy Cosmetics rebranded after discovering 20 other companies used the name
“We are in the process of rebranding the company because it's impossible to get a trademark with the word bossy now in the United States because, you know, there are at least 20 companies that use the word bossy, and of course, being a former banker, I understa…”
Aishetu Dozie Oct 8, 2020 ▶ 13:44
Assertion Not checkable as stated
Bossy Cosmetics shifted its supply chain to Italy, China, and Germany
“When we first started the business, a hundred percent of our supply chain was in California. And then of course, as we started to grow and I decided, okay, look, this is actually going really well. I want to go into eyeliners, eyeshadows, all these, I want to …”
Aishetu Dozie Oct 8, 2020 ▶ 14:48
Insight
Dozie: Founders must assess their financial privilege before forgoing a salary
“People need to establish what kind of privilege they enjoy to allow themselves to not have a salary because, you know, you don't pay yourself money when you're starting this business. Every cent goes back into the company.”
Aishetu Dozie Oct 8, 2020 ▶ 20:26
Made with StarZero

Turn any episode into a week of clips.

This entire site, over 800 episodes transcribed, diarized, checked and made playable, runs on the StarZero media pipeline. Drop in your own episode and the podcast clipper finds the moments worth sharing, cuts them, captions them, and reframes them for every feed.

Try the podcast clipper Learn more