G: You’ve worked across the spectrum of brand stages, from scrappy startups to global powerhouses. What’s the biggest misconception about growing a beauty brand today?

Y: The industry has changed so much that it’s not about “brand building” in the old sense anymore — it’s about building a personality and a vibe. It’s no longer just a tone of voice in a brand book; it’s about energy, values, and how that personality resonates with your community. Especially with the rise of TikTok and social media, customers buy into what you believe in, not just what you sell.

G: So how do you go about building that personality — what does that process actually look like?

Y: It starts with defining the vibe — not just your brand’s energy, but what energy your audience is drawn to. As a founder-led brand, BeautyStat has a natural anchor in Ron’s personality. His curiosity and love for science show up across all channels. That energy is core to our DNA and informs everything we distribute — paid, organic, or community-driven.

G: Paid performance and brand building often get separated. But brand is really about connection — it’s culture-shaping through product. What’s been your experience with performance?

Y: The content that performs best for us — consistently — is community-driven or Ron-driven. It always outperforms polished campaigns or brand slogans. That tells us something: customers want people. They want realness. Even in paid, we’re listening to what the audience is engaging with and buying from. Community drives our revenue.

G: Let’s talk about community more deeply. How does that community connection influence your growth strategy?

Y: BeautyStat actually started as a blog in 2009. Ron was literally asking people what they wanted and co-creating with them. So community is not a new layer — it’s our foundation. Today, our marketing is still about identifying those real needs, building loyalty, and cultivating a distinct energy and lifetime value around our people.

G: Tech is evolving fast. How are you thinking about its role in growth today?

Y: We’re tech-forward across the board — AI in particular is huge for us. It allows us to scale our execution and maintain excellence with a small team. From planning to output, it helps us do more with less. It’s not just a time-saver — it’s a multiplier.

G: And how do you filter all the tech options and AI tools out there? Your inbox must be flooded.

Y: Always come back to your KPIs. For us, that’s profitable growth and community-building. If a tool helps us accelerate toward those goals — faster, better, and more scalably — then we’re in. That’s why Ground was a clear yes. The impact was immediate and undeniable. Ground AI skyrocketed our results.

G: Last question — this is Ground Hot Takes, after all. What keeps you grounded as a leader?

Y: Ruthless prioritization. And not feeling bad about it. I’ve learned to say no more than I say yes — and to really believe in the few things I do say yes to. I also protect my peace: micro-moments, breaks, water, canceling unnecessary meetings. You do have control over your time — you just have to exercise it.