She Didn’t Start With Millions of Followers

Susan wasn’t a celebrity or viral sensation. She was a trained journalist, a pageant queen, and a skincare nerd with 11 years of behind-the-scenes beauty experience. When investors told her she was “too old” to be on YouTube at 30, she launched her own channel anyway.

She treated it like a business from day one—bringing on experts, doing deep ingredient dives, and turning every video into market research. Her audience didn’t just watch—they trusted her.

She Used Her YouTube Channel as a Data Goldmine

While most creators chase views, Susan paid attention to the comments, click-throughs, and conversions. She used that data to understand what her audience actually wanted—and when she launched Naturium, it wasn’t a shot in the dark. It was a product they were already asking for.

This is the creator advantage too many overlook: you have access to more real-time customer insights than most startups ever will.

She Didn’t Try to Do It All Alone

Here’s where Susan really stood out: she partnered with an operations expert and stayed focused on content and marketing—what she did best. That’s how Naturium scaled during lockdown and landed retail partnerships with Target and Ulta.

Meanwhile, other creators who insisted on total control (like the Ace Family or Jaclyn Hill) saw their brands crash and burn. Execution matters more than hype.

Yes, She Made a Huge Mistake—And Still Rebounded

Let’s talk about the FTC scandal. Susan promoted Naturium without disclosing she co-founded it. That’s illegal—and the internet let her know it. The backlash was intense. The investigation lasted two years. And it could’ve ended everything.

But here’s what’s wild: ELF bought Naturium anyway. Because the fundamentals were that strong. Profitable, growing, data-backed, and deeply trusted by its target customer.

That’s the kind of business acquirers want—not just something “influencer cute.”

The Takeaway? You’re Not “Just” a Creator

You’re sitting on leverage most people don’t even see.

If you’re intentional, strategic, and willing to treat content like a business, you can build something bigger than brand deals or AdSense. Susan did it. And her playbook is one we can all learn from.

So let me ask you:

Would you ever launch your own product or brand?

What’s holding you back?

Keep creating. Keep building. And never underestimate what’s possible with a small channel and a smart strategy.

Resources

• Register for my FREE Masterclass
• CLICK HERE to get the Audience Attraction System
• Add your name to the YouTube Bootcamp waitlist so you are notified when space becomes available!
• Add your name to the 1:1 Coaching waitlist!

YOUTUBE OPTIMIZATION PLUG-IN I RECOMMEND

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Course Creation: Looking to create a course? Kajabi is the BEST platform hands down. I use this for my course after extensive research on all the other platforms.

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THE BEST YOUTUBE/PODCASTING EQUIPMENT

After interviewing HUNDREDS of successful YouTube creators, and being asked all the time what equipment I recommend for YouTubers, I created a list! Click here to see all my recommended equipment for YouTubers!