G: What are everyday things that you do at your company that fosters business growth and even personal growth?

W: Of course there are times when you set specific KPIs and targets that you want to achieve. I love a crazy white board session with my leadership team.

I’m also a believer in organic goal setting, which really comes down to having a good sense of where you want to go, and then just putting one foot in front of the other to get there. In other words, if you are focused and get shit done, you will accomplish a lot.

The key here is that you can’t keep changing your destination. And you have to be supremely tenacious and resourceful to make it work.

G: Any emerging trends that have caught your eye? Technologies or strategies?

W: I think interesting intersection within industries are the future. My passions are the beauty business and the wellness lifestyle I’ve cultivated.

Caliray is the intersection of those two passions.

I am constantly looking to push boundaries and set out to challenge the standards of beauty. My clean beauty brand Caliray merges performance makeup with clean sustainability and design.

We're looking forward to continued innovation in the realm of beauty and sustainability and paving the way for other brands to bring sustainability and wellness to beauty in an impactful way.

We want to promote sustainability as a joyful experience and make "clean" cool.

G: As a leader, how do you stay grounded?

On being a Cali girl, all the way

Balance and a laid-back, wellness-centric. Californian lifestyle. I love surfing, backpacking, snowboarding, cross-country skiing, lifting weights, playing tennis, hitting a volleyball, mountain biking, practicing yoga, running, and of course, knitting.

On encouraging women & future founders

I want to keep encouraging women to have a confident voice – big. loud. unfiltered. loving. cooky. comical and true. Bring your authentic self - and your best manners - to the party.

My advice for future founders is to find a good business partner because beauty seems creative, but in the end you’re running a package goods company.

You need good operations and financial controls.