Jan. 11, 2022

What Inspired Liz Edlich To Start A Skincare Company Ep. 52

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Liz Edlich is a self-made entrepreneur, published author, and philanthropist who splits her time between Little Exuma, Bahamas, and Malibu, CA.

She grew up on a farm in Virginia, the daughter of a world-renowned reconstructive surgeon who dedicated his life to helping others through his biomedical inventions such as Steri-Strips and dissolvable sutures. Inspired by her father’s work, Liz put herself through college while working odd jobs, and volunteering her time in the non-profit sector. After her father was diagnosed with multiple sclerosis and became paralyzed from the neck down, she saw her family come to the brink of financial ruin and was inspired to go into finance to help her family and protect others from a similar fate.

With no formal education in business or finance and through sheer determination and perseverance, she became a stockbroker and eventually a partner in an investment firm where she helped raise over $1 Billion dollars, before selling the firm to a bank and going into Venture Capital. Eventually, this led Liz and her sister Rachel to create One World Live, a consumer marketing company that developed and launched hundreds of products for celebrities and influencers in the Beauty and Wellness industries.

In 2009, Liz and Rachel were hit with a perfect storm when Rachel developed severe rosacea after her second child and Liz developed adult acne and signs of aging. Their search for a solution hit a dead end. Refusing to accept the unacceptable, Liz and Rachel, with the help of their father, went back to the lab with the goal of creating the most potent anti-aging skincare possible that could create visible results for Liz and heal and calm Rachel’s chronic rosacea. They developed a proprietary technology, Trylacel, that combined groundbreaking science with the power to deliver potent ingredients without irritation. They never intended to sell their healing youth elixir, but after seeing reactions to their unbelievable results, they knew it had to be shared with the world.

Having no experience in international sales or retail they brought together a dream team of chemists and talent from Clarins, Estee Lauder, Dior, and Clinique. In just three years Radical Skincare launched globally into 800 prestige retail stores across 17 countries including Harrods, Barneys NY, Saks 5th Avenue, and Sephora. Radical Skincare, a womenowned global powerhouse, enjoyed numerous awards and became a press darling, receiving accolades from Oprah Magazine, Elle, Cosmopolitan, and Vanity Fair. But despite working with the best brand management and retail partners in the world, Liz and Rachel knew they needed more in order to make Radical a movement that would transform not just skin, but people’s lives. They knew that the best path forward wasn’t in retail, but to bring Radical into people’s homes and hearts so they could share their passion and profits with other emerging entrepreneurial women like themselves. They decided to risk everything, leave the establishment and follow the heartbeat of their mission by buying their company back and continue their journey of fulfilling their legacy of making a Radical difference.

Their goal is to merge skincare and self-care, so people can create a life-changing formula using Radical Skincare, Radical Rituals, and their book, Get Radical: Secrets to Living a Life You Love, as a guide that delivers Radical Results - in skincare and in life.

Where to Find Liz Edlich


This episode is sponsored byEntire Productions- Creating events (both in-person and virtual) that don't suck! and Entire Productions Marketing- carefully curated premium gifting and branded promo items. 


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Liz Edlich:

Being an entrepreneur and wanting to solve a problem that no one has been able to solve. You have to just harness the best talent and then have the will to do it and not take no for an answer and just make it happen. And so that's what we did. And so we created this for ourselves.

Natasha Miller:


How do people end up becoming an entrepreneur? How do they scale and grow their businesses? How do they plan for profit? Are they in it for life? Are they building to exit these and a myriad of other topics will be discussed to pull back the veil on the wizardry of successful and FASCINATING ENTREPRENEURS.

Hey, can you do me a favor while you're listening to this podcast? Can you open a web browser and type in OfficialNatashaMiller.com? Yes, this is my brand new website. Built for you, entrepreneurs that want to scale and grow their businesses. It's packed full of information articles, blog posts, podcasts, and also you can download the free profit finder guide that helps you find more profit in your current business.

You can get on the waitlist for my digital course and be the first to know when my book Relentless is up for pre-sale. Liz Edlich is a self-made entrepreneur published author and philanthropist who splits her time between The Bahamas and Malibu, California. She is the daughter of a world renowned reconstructive surgeon who dedicated his life to helping others through his biomedical inventions, such as Steri-Strips and dissolvable sutures. Now let's get right into it.

Liz Edlich ::

Actually, skincare has never really been my number one, passion, frankly, it really is necessity as a mother of invention. And when we had our own personal skincare, 9 1 1, my sister developed severe chronic rosacea. So that means if you all don't know what that is, she had reddening all over the forehead, the cheeks and her chin, bumps and burns.

This happened with a hormonal imbalance after she had her second child and we went to dermatologists and doctors and tried everything and she was on two topical and oral antibiotics. And they said she was going to be on this forever. And so for me, it was just, gravity is real. I was sitting there thinking.

Different friends. I was noticing the conversation was going to, oh my gosh, everything is changing. It's like, I realized that gravity was not going to actually step aside for me or we weren't going to be able to waltz this one away. It was really going to happen. And so if we wanted to solve a problem, Take steps, be an action and be part of the solution.

And so lucky for my sister and I, our father was a world famous reconstructive surgeon and burn specialist. He found in the burn unit at the university of Virginia, he created Steri-Strips, which are the little advantages that you can use instead of using satures. And so we went back to the lab and we harness dad's brilliance and some of the best chemists in the world, like who had been with Clarins worldwide for 38 years.

And to that tune, like really, really great people. So part of being an entrepreneur and wanting to solve a problem that no one has been able to solve, you have to just harness the best talent and then have the will to do it and not take no for an answer and just make it happen. That's what we did. And so we created this for ourselves and having made skincare previously for celebrities and the business of skincare.

We were very used to having to run it like a business and manage the margins. And if you're going to put this much of an active in, it's going to cost us this many dollars, and if you want to get to the sweet spot of where they are in retail, then you work backwards. Right. So you're compromising sometimes.

The product itself. If you've got a target sales number or retail number that you have to sell it by, and then you take off 50% when you sell it to the retailer and it goes on from there. So we never intended to sell this. We just wanted to make it for ourselves, for our mom, for our girlfriends.

Natasha Miller:

That's a lot of work to be doing things just for your own consumption and your own friends and family.

Liz Edlich:

If you're passionate about solving a problem, or you feel like you can make a difference, then it really isn't working anymore. Is it because you're on this adventure, you're on this journey you're hooked in to your passion and into your purpose. And that's what happened. We realized we were going to solve this.

And that was part of the radical DNA that we grew up with our dad being biz. It claimed surgeon and scientists. Also overcame significant adversity when he developed multiple sclerosis.

Natasha Miller:

It's amazing story. Just amazing.

Liz Edlich:

Here is immobile from the neck down and he's still writing 3000 peer reviewed journal articles by dictation.

So we're like if he can be in a wheelchair, not even able to repeat himself and still be obsessed with trans with totally changing the landscape of medicine then who were we not to solve something that caused Rachel, not just insecurity but pain. And we knew if it was happening like that for her, then that means it was happening for a lot of other people around the world had rosacea.

And what if we could solve. We did it. What we created is our own trial is cell technology, where we combine lots of antioxidants, which fight through radical damage. So you have nine in one bottle that's unheard of. And then the highest level of active ingredients to solve the different issues that we were focused on.

And then skin calming actives. So things that were anti-inflammatory nature to calm and soothe the skin so that you could develop the strongest skincare that could be used on sensitive skin in transform skin. And we wrapped that thing of bubble wrapping it in this membrane. So it mimics a skin cell. So when it touches your skin, the skin thinks it's skin and allows it to penetrate.

So that was our perfect storm that created the perfect skincare transformation and it cleared her skin up. It transform, transform mine.

Natasha Miller:

It transformed you. I love that. You just, you just created a new word.

Liz Edlich:

I'm up on it. I'm telling you every woman out there needs to have whatever you're drinking in the morning to have this intellect cup of coffee that you're coming up with transfer.

Which I'll write that down. And you even said that you love the sense of our radical. And I said, you know, it's so good. You should actually bottle it and make it a perfume.

Natasha Miller:

So you had access, you had access to big brands and labs, and you knew how to figure out how to get in there in the testing with your background and with your dad.

I would love to know about what you would say to others that are interested in this space. How can they crack the market and gain access when they may like, I really now I have you, but if I ever wanted to do a skincare line right now, even though I know a ton of great people, I don't have access. What would you say?

Liz Edlich:

I would say, start reaching out to companies such as mine and say, look, I'm passionate about this. And I'd like to learn. Maybe you want to intern. I mean, really we talk about it's like the radical access club and that's one of the reasons that we created Radical, where it is today. So after creating. We realized having it sit on our bathroom counter was not going to serve the world.

That purpose was not bigger than our own scan challenges that we solved. So if you're going to get radical and you're going to go above and beyond in your life or in the lives of others in you're going to have that kind of commitment. You need to push boundaries. You need to have a purpose bigger than your own.

And so we took it from our bathroom shelves and said, we're going to get this out there, but we didn't. At that point have access to retail stores. We'd never taken anything to like, Saks Fifth Avenue that we were in our heritage that we were in. And in three years we were in 17 countries in 900 stores and we had opened them all.

But what we did is we got the 18 of skincare to try what we had created. The head of Estee Lauder had Clinique had a Dior, you name it. We haven't networked, which turned into one person into another saying, we're choosing might want to talk to this person than another. And we found ourselves with people that they saw, what it could do to their skin and their.

They shared it with others. And so they, you started to see the radical difference in the mirror. So I think as an entrepreneur, if you're looking at going down a road, you have to be really passionate about the road. Right. So it has to be something that keeps you up at night, that you feel it in your stomach. It's just like the fire in the belly to make it happen, because it does take significant amounts of commitment and reinventing yourself.

So we became very successful. We took it to 900 stores, 17 countries, the biggest, most prestigious retailers. And then we realized when we got on the road, that we'd only done half of the solution for people out there, because when we're talking to them, because that's really a lesson and you need to know your customer right before you go to take something out to the market, you have to say, what do you need?

How can I help you? And be then a solution for that. So as we started talking thousands and thousands of people around the world, we realized that yes, we've won tons of awards, grace, the covers of everything from over to cosmopolitan alert, we won the Genius Work or they lived her skincare. But what we felt and heard is that the way they were feeling on the inside is felt by the world and they weren't feeling.

Yeah, they weren't feeling inspired. They had let a lot of their dreams, their hopes and their aspirations die. So we said, what if we can take this a step further? And that's when we wrote our book Radical Secrets To Creating A Life You Love, we wanted to give people the access to knowledge that people aren't typically taught in school to mentorship that we had, that maybe some others don't have.

And then when the next perfect storm occurred, which was COVID we said to ourselves, all right. A lot of people are now reassessing, reinventing themselves and saying, now what this job actually didn't like it that much. I like to spend time with my family, or I'd like to try that thing that I always knew I wanted to do, but I've never had the time.

So we said, what if we got really radical again and reinvented ourselves? So not just to have the skincare and not just have this self care that would have the radical access to the things that we'd learned and that people that we learned in the coaching we had. But what if we were to take the platform of radical that we built.

The millions of dollars of research, of active ingredients of befores and afters testimonials, press you name it. What if we were to hand that to others, other entrepreneurs bring that to the hearts and the homes of others, where they could actually plug and play and let radicle be the vehicle to drive them in the direction of their dreams.

Natasha Miller:

Before you came up with this idea over COVID, which is beautiful. Did you see, even before supply chain and manufacturing was disrupted, did you see a drop in sale?

Liz Edlich:

Oh, certainly when retail basically was shut down.

Natasha Miller:

So they stopped ordering, right. They stopped placing orders.

Liz Edlich:

Yeah, because also the stores were closed. That was one thing. So once the stores closed and no one was able to go into the stores and then when our beauty advisors to talk about it, that was difficult. There were still in retail, in Switzerland and the UK and Australia and New Zealand, et cetera. We decided for the United States that this was her home we're here right now. We can be part of that solution.

Natasha Miller:

And so you were previously in Sephora for instance, right. And I don't think you are any longer, is that correct?

Liz Edlich:

Yes. Correct.

Natasha Miller:

And when did that decision happen and what was the reasoning behind that?

Liz Edlich:

Well, it was sometimes you can launch on a journey, right? You can start a company you're on the path and you get your skincare or your company or whatever you create it. And you go, yes I'd love this, I can feel the passion. This is why I did it. I always wanted to transform people's lives. I'm doing it. That's what was happening. And what would happen is we would go and train. 50, 60, 70, or forest stores, right. And we would meet these beauty advisors and we would go to Saks. We didn't say we're going to Harrods.

And we did the same. And what we realized is when we would go back, they were so inspired. We wouldn't just talk about the skincare. We would give them tools to do goal-setting and create the vision boards. And we were really all about transforming their lives as well. And we would go back maybe next quarter or six months later.

And 50% of the people that we had spoken to are gone.

Natasha Miller:

Yeah. They're transient a bit and retail.

Liz Edlich:

We were constantly starting over. And so it was like, you know, Groundhog day, every drooly everyday you are saying "okay, well, let's say this all over again." QVC. We had a one-hour show on QVC. We had sold out that's extraordinarily profitable with good money, but it wasn't on point what we wanted to do because you only have.

Seven minutes per product to talk about the product of that. The host will talk two to three minutes and then that means you only have maybe two minutes to talk features and benefits. And two minutes to show before and afters is very formulated. So what was missing from that? Wasn't the sales, what was missing from that is being able to transform lies.

Being able to share the mission that was greater than just skincare. And that's when we said we've got to get back to our heart, we've got to get back to the passion and then you've got the energy to do it as opposed to it being, yes, it can be profitable, but you're really not making the. So, if you're going to be a billion dollar company, who does that company have to serve?

How does it have to have an impact in other people's lives in the world to earn the place is a billion dollar company and who would I need to become to actually create that? Who would I need to become? So that's what we did and that's how we transitioned and changed from just straight retail into wholesales.

Natasha Miller:

Right. And when did that happen?

Liz Edlich:

About a year ago, almost a year ago, January.

Natasha Miller:

So it's not enough time to really see the turnover, but do you see an uptick? I know that it fills your heart more for sure. Very important, but other numbers similar or they better?

Liz Edlich:

It's definitely uptick. It has. It's anchored who community. We're finally able to hear people talk about how the product is transforming their skin. They're taking before and after pictures, they're sharing it with their friends. We've been growing about 1500%. Small potatoes, just getting that's amazing. It's just the growth rates. Amazing.

Natasha Miller:

You must have an incredible team to manage that growth because that is not something that you and your sister can do single-handedly.

Liz Edlich:

And then distribution channel like skincare to retail or whatever. We have a distribution. We have a fulfillment company in Detroit. So all of the package of being dropped, shipped from there. So it isn't like we're doing it in our-

Natasha Miller:

Right, right, of course.

Liz Edlich:

All infrastructure that does that. But as it, and then we've got our technology team that builds the technology to make it possible for people to share what they love with people they love.

And then they get freedom through their PayPal or what have you automatically things like that and tracking that and codes. So there's all the underpinnings and workings like you've mentioned. So it isn't just the two of us. It definitely has far reaching.

Natasha Miller:

Do you consider, or have you considered something like your drop shipping warehouse, some of these things, do you ever consider acquiring businesses instead of using other existing businesses to manage better and then also reap more of the financial benefits?

Liz Edlich:


Natasha Miller:

You don't want to go into that?

Liz Edlich:


Natasha Miller:

A lot of businesses, especially now are being encouraged to go out and acquire businesses that either are like them or the services that they go out and use to make better and all in one, there.

Liz Edlich:

It would be a distraction first. So I would share with your listeners, do what you do and do it really well.

And if there are other third party vendors, because to run a fulfillment house, my career spans from waitressing to valet parking cars.

Natasha Miller:

It's pretty fast.

Liz Edlich:

Yeah. Then investment banking too. I got into a career in consumer marketing distribution. Having a company that I funded when I was in the venture world go bust basically.

And I had to get my money, my investors money back. So I did jump into a business that I knew nothing about, which was television sales with a weight loss product. And I had to learn that just like my sister had to learn that. So as an entrepreneur, you have to be extraordinarily resilient and reinvent yourself and go figure it out and attract people around you that can help support you on that journey that have that talent.

But I will say that like for me running and operating fulfillment center, and I know that's kind of like the question, would you vertically integrate, like, is it worth saving that, that dollar 50 per unit of pick- pack and ship and keeping that internally? Well, no, because it's going to cost me my life to manage it.

And it's not one to actually create impact where I could use, because you know, your time is the thing that is the most scarce that you have. So every minute that you spend, just like your mind, think of anyone you give time to it's like they're taking up residence in your mind. So like they're taking up real estate, you're renting them an apartment, a condo, a room in the house.

Do I want them do I want to rent them space because I only have so much space. They only have so many summers. So who am I going to spend my summers with my Christmas, for my Thanksgiving. That's what it is.

And so you really look at playing and focusing on your strength and hiring or attracting other team members or companies that do things, or if it's still areas that you're not passionate about, or that need not be your strength.

Natasha Miller:

I have another question that actually just came up. So you sent me this beautiful pack of samples, which I am using, and it reminds me, and I haven't looked on your website, but it doesn't matter. This is an opportunity for you to either say it's there or to create it. So when you get samples from anywhere and you take it out of the package and then it's actually just lovely on my countertop.

Then some time passes now you don't have the sheet that comes with it and you look at these things and this isn't just with your line it's with any sample. I get. Or after coming from the dermatologist or the aesthetician, they're like, okay, use one pump of this in the morning. And that goes on your face and that goes first. Then second goes to this. And then at night, this, this, and that. And every time, especially with larger brands, I've gone online to figure out how. How not to use it. And what step in the process does it have to be? And actually, what is it? Sometimes I look at a sample and I'm like, okay, I know this is good, but I don't know what these words mean.

And you know, because it's your whole business. Can you speak to do solve for that for your clients? And if not, it's something that I'd like the whole industry to know, help us out here when we forget, you know, our packaging or the directions.

Liz Edlich:

So on our site, we'll have, for example, a kit for a problem skin. So whether it's acne, rosacea, you know, problems can, let's say that type of thing, really hyper sensitive skin.

So we'll have a kit for that, which breaks down step 1, 2, 3, 4. So like the core products to use to get that solution. One for anti-aging the best for anti-aging. And then it's like, let's say you want to go deeper in the area of removing age spots or dark spots and even skin tone. You'll use the multi brightening and SPF is self-explanatory in SPF.

They do hear what you're saying. Skin is different. We do get the question on paper. What do I use first? And what do I use second? And what do I use third? And sometimes I jokingly say the most important thing is to get it from the bottle to your face because it doesn't do any good.

Natasha Miller:

This is wonderful. This is wonderful. Just get it on there.

Liz Edlich:

I honestly, because people try to do it perfectly.

Natasha Miller:

Right. I do. I'm like, "okay, eye cream, serum, but before the serum toner, and then after the serum, then a moisturizer, but you couldn't do a moisturizer and then the

serum because you know, the serum can seep into your pores." And then I get just really upended about what to do first. And I cannot be the only one.

Liz Edlich:

No, you're not the only one. And as a very commonly asked. What do I use first? What do I use second? So we do have the steps in our kit. So first, second, third, fourth also, it's on the site. You would click on the regime first, step one, step two, three, use a serum. It is that you're using your eye cream and you're locking it into love your skin with your moisturizer.

Right? And so we've also got our radical rituals. So every single product comes with a skincare and self-care so whether maybe you've seen your eye cream. Anchor down your visualization of what did you really want? See it like a moving your mind, things like that. But I think Natasha is something that you said was interesting because it's just, we see skincare as a metaphor for life.

So like our exfoliating pads moving dead dull skin, because if you've got to let a dead skin on your face, you can't even get the products through the skin to transform it, so that removes the old to breathe into the new. And so when we say the skincare ritual would be an exfoliating remove fear, doubt, and worry, remove negative self-taught that doesn't serve you.

Remove people or belief systems that don't serve you, you know, your serum, it's a target. It's like your GPS, which targeted to work on certain areas for anti-aging. So it's like getting in the car without setting your GPS. Where are you going? Nowhere, nowhere fast. So we say, use that moment of when you're using your serum to anchor your goals morning and night, be specific with the amounts and dates, things like that, and make them big enough that they scare and excite you at the same time.

But what you were saying about how you can get stopped because you want to do it right. One thing I would say to anyone listening is that it's better to get down off the bleachers and onto the field and play because you can get paralysis in your effort to be perfect. And it's more important to be perfectly imperfect and get out there and play because there will be others that will be along your journey that will support and help you mentors that you can reach out to.

But if you're not in the game, right, because you're wanting to be perfect. Was there ever perfect starting inker where we ever perfect developing it was I perfect as an investment banker? I never even had a business course or a finance class in my entire life. Okay.

Natasha Miller:

I do need your opinion on something I know based on this conversation, I need to protect myself with SPF and I know I just need to get it out of the bottle and onto my skin.

Can you please solve this riddle? In a perfect world and there is no such thing as perfection. Is it going beneath your moisturizer or on top of it?

Liz Edlich:

Great question, because I will actually even breathe more life into that question. We have a separate SPF that you look at it, you shake it. It's got a little ball on it.

It's so it's liquid and it's. So you're drinking in and what you put on your skin, it's the largest organ of your body. So this SPF goes on, so light, so smooth, it's got brown diamonds in it. So it actually acts as a primer. So when you, after your moisturizer, it dries, matte, it creates lester. So it also blurs any imperfections on your skin.

A lot of the makeup artists in Hollywood use that as a primer before they do the makeup, because it has this glow, you see this globally beneath your skin and it's not chalky and it's not white. It's not kicking in and sticky.

Natasha Miller:

What does it smell like?

Liz Edlich:

Amazing. You will love it. But the other question people ask is.

Liz, why don't you just combine your SPF in your moisturizers so that you've got a moisturizer, which is an SPF 30 let say, and 30 is about all you need, like the whole thing of 50 and a hundred and all of that. It isn't incrementally doing any good for you. So. What is the answer to that? Why wouldn't we combine it in a moisturizer because our formulas are so densely packed with the highest levels of active ingredients to actually transform the areas that it promises to transform that there is not enough room in that formula to actually have an SPF in the ingredients at that level.

It would take up too much room. That's why. So when you see an SPF moisturizer, you can be sure that the anti-aging benefits of that moisturizer are minimal. If they are going to meet the SPF 30 standards that they are putting on the bottle.

Natasha Miller:

I feel like you just gave us a really deep inside secret. I don't think the average person, 95% of people would have any idea of that.

And I had never thought of it. We think of it with convenience, right.

Liz Edlich:

Why do I have to do with these steps? because we're radical, we're maximum potency stinker, the strongest concur that can be used on sensitive skin. And it's got the highest level of Antioxidants. You can go through any skincare you want in the market. I'll give you another, I'll give you another one that you might like. Since, I actually had a podcast where we're talking about sticking to that much, but I'm going to give you like the inside tips of behind the scene.

So the number one cause of aging is free, radical damage, right? So that is the pollution smoke. The sun, stress that is what is undoing your youthful years. And one of the-

Natasha Miller:

Not mine, but in general.

Liz Edlich:

Others have challenges. I don't know. Somehow smoking pollution just seems to stop for some of us. So that's what true radicals are.

That's what's coming in and breaking down your skin, your skin barrier. And what is the solutions? Now, what is the challenge? The challenges, any oxidants break down typically when you put them in cream or serum. So if you've ever heard, like, "oh, I didn't see it breaks down after too long or so" all of our serums are in airless bottles.

Right? So it's keeping it. But what people don't know is they go, "oh, my skincare has green tea in it." "Oh, mine has a resveratrol red wine, gray or white wine grapes or whatever." What they don't know is you cannot fight the free radicals that are coming at you. That there are 10 different radical molecules.

It's like consider antioxidants, like having the bouncer at the door to your skin, fighting off those radicals. And what happens if you just have a bouncer called green tea. Then those radicals are so clever. They can transmute themselves. It's called Fenton chemistry. They actually transform their molecular structure to become even more damaging and sneak by your green tea

dormant. If you've got, let's say green tea in your red wine doormen, the same is true. So when people to, why do you have nine antioxidants? We actually did a study which compares. Our eye cream or moisturizer are any accident peptides here. That's the one that Monday, the LG is nine into accidents in it, and it performed leading brands.

And I won't be the names, but big box brands by a thousand percent, 3000% doctors brands the same. And it's because of stacking these bouncers, these antioxidants did offend against the number one things that's aging you. And then now that we're not a hamster on the wheel. I've got one antioxidant in there and only fight one radical.

And it just is going to keep on doing my youth and damaging my skin. Then as many activists I want to put on there, I'm just like a hamster on a wheel. So if I can at least slow down, what's aging me and transform giving myself a fading chance to transform skin and then make sure because it's so powerful.

It doesn't irritate. Um, because you know what a drag, because people 80% of the population believe they have sensitive skin or have experienced that. So then they feel relegated to resigning themselves to oil of Olay or something. That's far less potent because they're just so fearful of having a reaction.

Natasha Miller:

You have the most potent, most action packed skincare on the market.

That's got to affect costs and it's got to effect your margins because you're at such a high level. Are your margins lower than your competitors? They're not as.

Liz Edlich:

The answer is yes, our skincare. If you look at the number of ingredients in the skincare, there's so many that I don't really need to worry about anyone knocking it off because it's so expensive, right?

Skincare is really expensive to make. Remember we made it for herself. So we didn't care about the margin. You never intended to sell it. So we kind of backed away into these gift that keeps on giving me back your way into, I was skincare career, where we've been sisters on a mission, creating a movement that matters transforming skin and life along the way.

So no it's expensive and it's packed full of everything and we've done clinical studies. On every single product, another thing for a consumer awareness, a lot of times you'll look at a skincare and it'll say clinically proven ingredients that have done ingredients that are clinically proven to have.

That doesn't mean that they a have the amount of that ingredient that result in the bottle. The second thing is that that does not also say that they put that particular product and that formulation to the test with a third party clinical trial. So every one of our key skincare. Has been put through a clinical trial with people that we don't choose that are chosen for us by the lab that they've voted before and after photos.

And that we measure the results in the skin with the cutometer. We count the number of wrinkles. We do it by the week, by the day, by the two weeks, the four weeks to set the six weeks, the two months. And it's quite expensive, but our commitment was such that. We didn't want to bring anything out. That was it backed in science because we grew up.

Natasha Miller:

You don't want to disappoint your dad. So I'd love to know for you. The last thing I want to ask you is a two-parter what is in the future for this company? And are you considering, are you building to exit and any sort of way?

Liz Edlich:

I think this is a legacy that we are so committed to transforming and touching other people far greater than just their skin, but actually, and that's great, but also we can give them radical access to things that they never had to actually transform their life.

Their relationships creates community that they may not have had access to an opportunity and freedom. I became an entrepreneur. I wanted financial freedom. It cannot trade or undervalue what it's like to feel free, free to give free, to share free, to love, free, to do more for those that you care and that people that you care on that you love.

And so I think our journey is really a mission to transform a million lives. Touch them, not just their scan, but also help them reach their dreams. Because if we, if the vehicle that we're imparting to them and the legacy that we're sharing with them, if that is able to drive them in the direction of their dreams, because their purpose not ours.

Their purpose is our promise. If we do that, then we have finally accomplished something that we will know our legacy will live on long after us.

Natasha Miller:

Liz talked about improving, not only your skin with her products. But also what she hopes will become an internal practices as well. Don't forget to go to radicalskincare.com and enter the discount code Natasha10 per 10% off anything site-wide for more information, go to the show notes for you're listening to this podcast, want to know more about me? Go to my website, OfficialNatashaMiller.com. Thank you so much for listening. I hope you loved the show. If you did, please subscribe also, if you haven't done so yet, please leave a review where you're listening to this podcast. I'm Natasha Miller and you've been listening to FASCINATING ENTREPRENEURS.

Liz EdlichProfile Photo

Liz Edlich


Liz Edlich is a self-made entrepreneur, published author, and philanthropist who splits her time between Little Exuma, Bahamas, and Malibu, CA. Together with sister, Rachel Edlich, their goal is to merge skincare and self-care, so people can create a life-changing formula using Radical Skincare, Radical Rituals, and their book, Get Radical: Secrets to Living a Life You Love, as a guide that delivers Radical Results - in skincare and in life.