The business challenges and the founder challenges are the same challenge.

Most business coaching treats the founder as separate from the business. Here’s the strategy, here’s the plan, here’s the accountability framework. Go and execute. But anyone who has actually run a brand knows that’s not how it works. The decisions you avoid, the opportunities you hesitate on, the growth that stalls just when it should accelerate, these rarely have purely commercial explanations. They have psychological ones. The perfectionism that delays the launch. The pricing fear that keeps margins thin. The visibility reluctance that holds a founder back from becoming the face their brand needs them to be.

I work with beauty founders at the intersection of strategy and psychology. Because in my experience, that’s where the real work happens.

WHO THIS IS FOR

You’re a beauty founder with a real business, not someone just starting out, but someone who has built something and is now navigating the harder, more complex questions of what comes next. You’re ambitious and self-aware enough to know that ambition alone isn’t the answer. You want to grow sustainably, lead well, and build something you’re genuinely proud of, without burning out in the process. You’ve probably had good advice before. What you haven’t always had is someone who understands both the specific world you operate in and the psychological dimensions of leading within it. Someone who can speak to your brand strategy and your founder experience in the same conversation.

HOW I WORK

My coaching is informed by three things that I don’t believe you’ll easily find together elsewhere.

Twenty years inside the beauty industry. I understand the specific pressures, dynamics, and decisions you face. I don’t need context on how the industry works, I already know. That means we can get to the real conversation faster.

First-hand founder experience. I built and exited The Beauty Editor, a curated beauty brand in Amsterdam with a community of over 18,000 and an exclusive retail portfolio. I know what it feels like to carry a brand, to make the decisions that keep you up at night, and to navigate the gap between where you are and where you want to be.

Formal training in coaching and psychology. I am a Jay Shetty certified coach and am currently pursuing an MSc in Business and Organisational Psychology. The academic grounding isn’t incidental, it informs how I understand behaviour, decision-making, leadership patterns, and the psychological dynamics that shape how founders and their teams actually function.

Sessions are weekly or bi-weekly. The work moves between business strategy and inner work depending on where you are and what you need. There is no fixed agenda, but there is always honest, direct engagement with what’s actually going on.

WHAT YOU CAN EXPECT

Clarity on the decisions you’ve been circling. Honest perspective on your brand, your positioning, and your direction, from someone with the industry knowledge to back it up. Support with the psychological patterns that are getting in the way of the business performance you’re capable of. A thinking partner who takes your ambitions seriously and holds you to them.

What you will not get: generic frameworks repackaged for a beauty audience, or a coaching experience that carefully avoids the uncomfortable conversations. I work in high-trust, direct partnership. That’s what creates real movement.

If this sounds like the kind of support you’ve been looking for, the best way to know if we’re a fit is a direct conversation.

Tell me where you are with your brand and what you’re trying to work through. I’ll be straightforward with you about whether and how I can help.