Resumen del episodio
“The audience comes last, so that they can come first.” - Erin Starkweather How does a beauty brand that only launched in November 2019 end up selling one Glowy Super Gel every 10 seconds at Sephora? Erin Starkweather, Creative Director of Saie Beauty, has been there even before day one. She started out packing boxes in her apartment on Sunday nights, and today she shapes every visual touchpoint of the brand. Before Saie, Erin worked at Cap Beauty in New York and as a beauty consultant, until founder Laney Crowell brought her in. In this episode, she takes us inside the creative world of one of beauty’s most-loved brands: “easy, effortless and elevated” makeup for skin that looks like yours, only better. Erin breaks down how a beauty campaign comes together, from the product brief and mood board to the Super Suede Eyeshadow launch starring Helena Christensen, inspired by 90s Steven Meisel imagery. She explains why Saie shoots its baked powders in Italy, how she plans Sephora fixtures and visual merchandising…
“The audience comes last, so that they can come first.” - Erin Starkweather How does a beauty brand that only launched in November 2019 end up selling one Glowy Super Gel every 10 seconds at Sephora? Erin Starkweather, Creative Director of Saie Beauty, has been there even before day one. She started out packing boxes in her apartment on Sunday nights, and today she shapes every visual touchpoint of the brand. Before Saie, Erin worked at Cap Beauty in New York and as a beauty consultant, until founder Laney Crowell brought her in. In this episode, she takes us inside the creative world of one of beauty’s most-loved brands: “easy, effortless and elevated” makeup for skin that looks like yours, only better. Erin breaks down how a beauty campaign comes together, from the product brief and mood board to the Super Suede Eyeshadow launch starring Helena Christensen, inspired by 90s Steven Meisel imagery. She explains why Saie shoots its baked powders in Italy, how she plans Sephora fixtures and visual merchandising…
Episodios
How Saie Built a Diehard Beauty Community
Escuchado“The audience comes last, so that they can come first.” - Erin Starkweather How does a beauty brand that only launched in November 2019 end up selling one Glowy Super Gel every 10 seconds at Sephora? Erin Starkweather, Creative Director of Saie Beauty, has been there even before day one. She started out packing boxes in her apartment on Sunday nights, and today she shapes every visual touchpoint of the brand. Before Saie, Erin worked at Cap Beauty in New York and as a beauty consultant, until founder Laney Crowell brought her in. In this episode, she takes us inside the creative world of one of beauty’s most-loved brands: “easy, effortless and elevated” makeup for skin that looks like yours, only better. Erin breaks down how a beauty campaign comes together, from the product brief and mood board to the Super Suede Eyeshadow launch starring Helena Christensen, inspired by 90s Steven Meisel imagery. She explains why Saie shoots its baked powders in Italy, how she plans Sephora fixtures and visual merchandising…
Shared Stages: Does Engagement Make Money with Sally Obermeder
Escuchado“Likes are a beautiful vanity metric... but if your wallet’s not killing it, why are we doing it?” — Sally Obermeder This episode was a part of a juicy panel at the Social Summit Manly 2026. We can’t wait to take you behind the curtain with Sally Obermeder, founder of Ziish (formerly Swiish)! Can you actually get paid for likes on Instagram, TikTok or Facebook? Does 100k likes mean you’re making money? Sally Obermeder, former Channel 7 entertainment reporter turned co-founder of wellness brand Ziish (formerly Swiish), says the answer is no, not on their own. After a stage three cancer diagnosis the day before giving birth, Sally and her sister turned a green smoothie blog into one of Australia’s best-known wellness brands. It now has around 20 products, stocks in all 500 Priceline stores, and launched into Boots in the UK. Recorded live at Social Summit, this fireside chat with Arielle closes the gap between likes, engagement and real sales. Sally breaks down exactly how to monetize your social media…
Jamie Green is strapped to a rocket ship, from mag covers to Oprah
Escuchado"It's all relationships... learn the camera, definitely. But then invest your time in relationships." — Jamie Green Jamie Green didn't pick up a camera until 2017. Before that, he was building a social enterprise sleepwear label in Melbourne. A move to Byron Bay, photos of his wife for Instagram, and one brand asking "can you do that for us?" turned into a whirlwind career. He has shot campaigns across Europe, a GQ cover with Cody Simpson, Oprah for People, and celebrity work for Netflix, all while being based in a small surf town in Byron Bay. In this episode, Jamie and Arielle get into the side of photography that has nothing to do with settings. They cover why building trust with talent matters more than a technically perfect shot, how he burnt out shooting five days a week through Covid and stepped back from his career, and the beach swim that led to shooting Oprah. He also explains how meeting Greg Williams changed his whole approach, and what "rolling the dice" on a Paris trip actually looks like. It's…
Styling for Prada, Cartier & Bvlgari: The Many Hats of a Celebrity Stylist with Jess Pecoraro
EscuchadoJess Pecoraro didn't know what a stylist was until she walked into the Cosmopolitan fashion cupboard. By 23, she had worked her way through some of Australia's biggest magazines. Then she walked away from her dream job with no clients, no title and no safety net, betting she could build something bigger on her own. Today she's one of Sydney's most in-demand celebrity stylists and fashion brand consultants. Her work spans Fashion Week runways, GQ Men of the Year, NGV x Cartier Gala, luxury trunk shows, brand consulting and private clients on retainer. In this episode, Jess breaks down the many hats a stylist wears beyond the clothes themselves. On a runway she's across the fittings, castings, hair and makeup briefs, music and lighting. Brands bring her in before a collection is even designed ("700 tops for one pair of pants"), and she tells her favourite clients to "just tell me the budget." She's honest about cash flow, the Covid-era business she launched and closed, learning to be on camera, and why she…
Founder and Expert-Led Video Content: The Complete Framework for 2026
EscuchadoIf you're a founder, business owner, or the person on the marketing team who keeps getting told "we need more founder videos" , this episode is the actual framework, not just the advice why & how to do it. In this Petit, Arielle breaks down exactly how she produces founder-led and expert-led video content for her own retainer clients, including real case studies from Sheila the Label and McMullen & Co. She covers two filming methods (the interview approach and the "chat-to-camera" method), why founder-led content is becoming the biggest competitive edge a small business has against AI-generated content and fast-fashion-style brand positioning, and closes with 15 specific content prompts you can use immediately free download linked below. In this episode, you'll learn: Why founder-led video content is becoming essential for SEO and AI-search visibility, not just social engagement Two proven filming methods for founder and expert-led videos — no crew or script required How one interview becomes 5+ pieces of…