From Fired to Fully Booked: How Shani Darden Built a Cult Skincare Brand

Summary

Episode Summary: From Fired to Fully Booked – How Shani Darden Built a Cult Skincare Brand

Podcast: Superwomen with Rebecca Minkoff
Host: Rebecca Minkoff (Money News Network)
Date: April 9, 2026
Guest: Shani Darden, Esthetician & Founder, Shani Darden Skin Care

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Main Theme & Purpose

This episode dives deep into the unconventional, bumpy, and inspiring journey of Shani Darden—celebrity esthetician and founder of her cult-favorite skincare brand. Host Rebecca Minkoff facilitates an honest conversation on launching a beauty business from scratch, figuring out finances by trial and error, finding self-confidence, the impact of mentorship, the reality behind 'overnight' success, and the ever-shifting pressures of today’s saturated beauty industry. The episode is peppered with practical skincare tips, candid business lessons, and empowering reminders about staying true to oneself.

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Key Discussion Points & Insights

Early Days: Humble Beginnings and First Big Break

• Shani’s Start:
  Shani describes the messy, uncertain roots of her business—going from working at multiple spas to being fired, then launching her facial practice out of a back office in a rental house thanks to a push from her then-client, Jessica Alba.

  “I had gotten fired from a job as an esthetician, and Jessica was my client, and...she was like, ‘I’m renting a house. There’s like a downstairs area. Just come and do facials.’ And I was like, are we okay? Like, we barely know each other. Like, this is nutso. I ended up doing facials there...”
  (Shani, 04:04)

• Overcoming Self-Doubt:
  Shani admits she wouldn't have taken the step without Jessica’s encouragement, feeling initially certain nobody would book such a low-key setup.

  “Jessica gave me the confidence...she has that thing about her that’s kind of like, do something, like, get your business going. So without that push, I would not have.”
  (Shani, 05:10)

From Service to Brand: Creating Her First Product

• Inventing Her Cult Retinol:
  Inspired by years working with dermatologists, Shani noticed the immense benefits of retinoids but wanted to make an effective, less-irritating version for non-prescription use.

  “I want to make an over the counter version that everyone can use...this is the most amazing ingredient that does it all, from acne to anti aging...I probably googled chemist...”
  (Shani, 08:21)

• Breakout Moment:
  A major magazine feature (alongside Jessica Alba) catapulted her brand, moving $80,000 worth of product in just two days—a milestone that marked her transition from service provider to entrepreneur.

  “I sold like $80,000 worth of retinol in two days, by the way. That’s when magazines could just sell your products.”
  (Shani, 10:17)

Business Learning Curve: Mistakes, Funding, and Finding Her Voice

• Financial Fumbles & Tough Lessons:
  Shani is frank about being repeatedly “screwed over” for lack of business/finance knowledge and trusting the wrong advisors:

  “I got screwed over over and over again. I definitely know more now. I could help anyone with what not to do because I already did all of it.”
  (Shani, 01:56 and 13:57)

  Both women agree entrepreneurial learning often means expensive mistakes:

  “The only way we learn is by these huge mistakes.”
  (Rebecca, 14:44)

• Investor Woes and Reclaiming Her Power:
  Shani explains how her brand faltered when outside investors pushed her to scale in ways that didn’t align with her vision. Reclaiming autonomy—getting back to hands-on facials and product development—restored her sense of purpose.

  “No one cares about your brand other than you. Those people can all walk away...but you’re not going to. I’ve just learned a lot. It’s all pretty shitty, to be honest, but I feel like it can help everyone now.”
  (Shani, 19:30–21:06)

The Beauty Industry Now: Newness Fatigue and Being True to Self

• Shani and Rebecca lament influencer culture, the constant demand for “new launches,” and the financial arms race to stay relevant.

  “Putting out products is a whole nother thing. But yeah, newness is really important and...it’s all mind blowing to me because I never would have thought how crazy that beauty is right now with all of these brands. I don't know how anyone’s surviving.”
  (Shani, 17:10–18:15)

• Shani has shifted her focus to nurturing her loyal customer base and refining her craft, rather than chasing trends.

Resiliency & Advice for Entrepreneurs

• Both women bond over the emotional roller coaster of running a business, sharing that optimism (sometimes to the point of delusion) is necessary to weather setbacks.

  “I have a lot of hope because, like, having my team now be so small, I have gotten back to who I am, and that’s helped me a lot...now I’m the boss of me.”
  (Shani, 21:39–23:09)

• Shani’s Core Advice:

  “Don’t let people make you feel like you don’t know what you’re talking about. Like, you’ve gotten here, you built this brand. Don’t let people shush your opinion. Because I did that for so long. And now I’m like, no, no, no...I will scare you. I’m going to say it exactly how it is. Because guess what? I do know what I’m talking about.”
  (Shani, 29:04 and echo at 01:21 and 29:51**)

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Skincare Tips for Real Life (Rapid-Fire and Practical Advice)

Morning Routine (Simple & Effective):

• Cleanse
• Vitamin C serum
• Moisturizer
• Sunscreen

  “Three steps, we can do that.”
  (Shani, 24:12)

Night Routine:

• Cleanse
• Treatment (retinol for anti-aging/acne / azelaic acid for texture)
• Moisturizer

  “Once a week you need to exfoliate in the place of the treatment...as long as you’re using a good retinol and a good vitamin C...you’re good to go.”
  (Shani, 24:12–25:18)

Retinol Cautions:

• Essential for most, but pair with sun protection
• “If you couldn’t use a retinol for whatever reason, my rescue serum, which is azelaic acid.”
  (Shani, 26:00)

Sun Exposure:

• Just don’t. (“No. Nobody does that...Unless you don't mind what you’re going to look like later.”)
  (Shani, 25:23–25:35)

Most Underrated Habit:

• Daily sunscreen use (“People are still not wearing sunscreen. It doesn't make any sense to me.”
  (Shani, 26:43)

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Memorable Quotes & Moments

• On learning through failure:
  “The only way we learn is by these huge mistakes.”
  – Rebecca Minkoff (14:44)

• On trusting yourself:
  “I will scare you. I’m going to say it exactly how it is. Because guess what? I do know what I’m talking about. Because look what I made. Look what I made for my backyard.”
  – Shani Darden (01:21, 29:04)

• On staying resilient:
  “When it’s really bad, what else am I going to do?...So it’s kind of like, we’re just going to do it.”
  – Shani Darden (21:39)

• On support:
  “The Sephora team has supported me so much...It’s been the first time ever where I feel like, oh, that’s real support.”
  – Shani Darden (28:04)

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Timestamps for Key Segments

• Shani’s accidental business start – 03:14–04:44
• First breakout success (US Weekly feature) – 10:03–10:19
• Financial/business lessons & mistakes – 01:56, 13:57
• Industry shifts and newness fatigue – 17:10–18:15
• Navigating tough business times (“what am I going to do?") – 21:39–23:09
• Shani’s rapid-fire skincare routine – 24:12–25:18
• Bold advice for women entrepreneurs – 29:04

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Where to Find Shani and Her Products

• Website: shanidarden.com
• Sephora: sephora.com
• Instagram: @shanidarden

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Tone & Takeaway

Through candid storytelling and contagious energy, Shani Darden embodies resilience, straight talk, and a passion for both skincare and authenticity. For anyone facing entrepreneurial uncertainty or doubting their value, her advice is clear: keep moving, learn loudly from mistakes, and never let others silence your expertise.

“Don’t let people shush your opinion. I did that for so long. And now I’m like, no, no, no...I do know what I’m talking about.”
(Shani Darden, 29:04)

Transcript

[Shani Darden]

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[Rebecca Minkoff]

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[Shani Darden]

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[Rebecca Minkoff]

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[Shani Darden]

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[Rebecca Minkoff]

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[Shani Darden]

Somebody said it to me the other day and they were kind of like, don't scare anyone. And I was like, I don't give a anymore. I will scare you. I say it exactly how it is. Because guess what? I do know what I'm talking about. Because look what I made. Look what I made for my backyard.

[Rebecca Minkoff]

Hey everyone. Welcome back to Superwen. Today's guest is someone I have known and loved for so long, Shani Darden. She is the most incredible. Not only esthetician, but the maker of amazing products. And I was lucky enough to experience her treatments many times. Did you feel like you knew how to run the business part of this or was that a learning curve?

[Shani Darden]

I'm learning. I had to learn now because there's been a lot of like, not great things that have happened because I didn't understand finances and stuff like that. I understand skin and I understand how to make products. You pray that you get someone that isn't gonna screw you over. And honestly, I got screwed over over and over again. I definitely know more now. I could help anyone with what not to do because I already did all

[Rebecca Minkoff]

foreign. I'm Rebecca Minkoff and this is Superwomen. Each week, inspiring women are interviewed to uncover the unexpected journeys, the challenges and the unwavering spirit that makes them powerful. Get ready to be motivated by stories of resilience and discover the keys to unlocking your own potential. Welcome.

[Shani Darden]

I'm excited to be here.

[Rebecca Minkoff]

I came to you before I could afford your facials when I was very poor. But I was always struck by you. Like, I don't know, sometimes you meet people and you just, you know, you obviously like what they do, but then you also genuinely enjoy the person. And so I'd love to start with you and what made you want to get into this industry? And you started out of your garage or your bedroom, right?

[Shani Darden]

I was like, my back. It was a rental house and it was like a back office where I started. It's not where I started. It's where I ended up, like, kind of blowing up because I ended up doing facials in this back office because Jessica made me do it. That's really what happened. So I was working at all different places, and finally she was like, set up this back office. Everyone's going to come. And I was like, no one's coming here. They're not coming. And they came.

[Rebecca Minkoff]

So you were working at a lot of different, like, facial companies.

[Shani Darden]

When I first got out of school, I worked for a dermatologist, then a plastic surgeon, a hotel, a really well known spa, then a wellness center. So I kept going around everywhere. At one point, I worked in Jessica's basement. I always forget to tell that story. It's so wild and not. So I'm going to tell the story. So basically, I had gotten fired from a job as an esthetician, and Jessica was my client, and I had no idea what I was going to do. I was like, what happens now? And she was like, and this is the thing, I didn't ever even talk to Jessica. Like, we weren't like, close at this time. And she was like, oh, well, I'm renting a house. There's like a downstairs area. Just come and do facials. And I was like, are we okay? Like, we barely know each other. Like, this is nutso. I ended up doing facials there and had its own separate door. And I just had, like, random weird people just coming in through Jessica Alma's house.

[Rebecca Minkoff]

And she was fine with the security, the lack of security protocol in people

[Shani Darden]

coming to her house a hundred percent. And I was like, you know, we don't know each other. Like, I know I'm in your baby group, but we've talked three times.

[Rebecca Minkoff]

What do you think gave you the confidence? Or maybe you can say it was her to literally Leave and do that or start in your garage. Because I feel like a lot of people would be like, I don't know, will anyone come? There's major celebrities. They're going to be in my house. And, like, will they want the fancy, you know, fancy spots they're used to?

[Shani Darden]

I think Jessica gave me the confidence because she also is, like, very direct and just makes you do things. She has that thing about her that's kind of like, do something, like, get your business going. So without that push, I would not have. I was definitely very scared. I think part of it is that, like, the place that I had, my back office was nicer than the place that I was working at, too. But I ultimately did not think that people would come. And it was. It got really crazy. There was no bathroom in this back office, so people had to walk through. Through my house. It was a whole, like, it was wild.

[Rebecca Minkoff]

I remember I came to it and I had to walk into your house, and I was like, this is the cleanest house that I've ever seen.

[Shani Darden]

Like, anyone, A hundred percent. Yeah, that's how I am. Still. I'm pretty nutso with cleaning. Like, I'm up my floor seven times this morning. Like, I definitely. Everything's perfect at all times. But, yeah, it was. It was definitely wild. And I was very afraid to leave that space because the energy there was so good that I just didn't want to rock the boat and, like, move to a different space. But I was so into one. My kids were getting older, and it was harder to hide them when I had people coming through. And then also, I, like, really love interior design, so I just wanted to make a beautiful space, which you need to come and visit and see it.

[Rebecca Minkoff]

I can't wait. I feel like I already came to a beautiful space, but the place that

[Shani Darden]

I have in Beverly Hills is amazing. And the energy, everything is so great. I had, like, a healer come in and build it when we were building it. Put crystals in all of the walls. It's just, like, great. I love it.

[Rebecca Minkoff]

Oh, I love that. So you. When did you feel like, okay, I took the risk. I have my garage. How did you know when you. It was going to be okay and that you were going to sustain your own business from it versus relying on the inbounds that come to, like a plastic surgeon's office or other people that are kind of doing that for you?

[Shani Darden]

Yeah.

[Rebecca Minkoff]

And then also, new question after that. How did you manage your. Your with someone all day or people all day who's then going and Doing all your admin and replying and booking and all that.

[Shani Darden]

I didn't know it was gonna blow up as fast as it did, but it just did. I had so many, you know, it started with working on one person and me clearing up their skin, and then a makeup artist would send me even more. So I was just very busy. But as far as the back and now this is, I did not have products at this time. So as far as, like, just booking, it was just me and like, dj. It was the person who was, like, running the front desk. It wasn't that difficult, to be honest. It was a lot of work, but wasn't that difficult. Once you add products into it, then that kind of changes things. But I wasn't there yet with the facials, so it was definitely manageable at that point. Ish.

[Rebecca Minkoff]

And you mentioned products. You were talking about retinol, like, a hundred years ago when that was, like, considered a very scary thing. And it would dry your skin out and, like, it's dangerous and you can't breastfeed and take it. So how did you convince your clients not only to use it, but then that was one of your first products

[Shani Darden]

there didn't take a lot of convincing because, you know, my clients have always been very loyal, which is amazing. But why I put out a retinol is because I had originally worked for a dermatologist and all I did was acne treatments all day long. I would do eight a day. And most people were on a prescription retinoid. Whether you were 15, 14, struggling with acne, or in your 50s, you were on a retinoid. So I got to see all the amazing benefits that you can get out of using a prescription. But I also got to see the irritation and dryness. And I was like, you know what? I want to make an over the counter version that everyone can use because this is the most amazing ingredient that does it all, from acne to anti aging. So that's where it came about. I went to a chemist. I had zero. I probably googled chemist. Like, had no idea what I was doing. And I was like, hey, can you make this for me? I truly had no idea what I was doing. And it ended up being such an amazing product. And every part of it was terrible. The packaging, like, I think I put the stickers on the bottles like it was there couldn't be anything worse. But the product was so good. So I had all of my clients tested. Everyone fell in love with it and it kind of went from there. And I remember the first Time I got an US Weekly. I'll never forget this moment. And I remember over the course of the weekend, it was like a feature, a two page feature. I was literally in the gray sweatshirt that I still have to this day that I wear every minute. I look like just a slob. And that was the picture in US Weekly. And it was something featuring Jessica as well. And I sold like $80,000 worth of retinol in two days, by the way. That's when magazines could just sell your products.

[Rebecca Minkoff]

Those were the fucking glory days.

[Shani Darden]

The best days ever. Never would that happen now. And so I was just like in my room the whole weekend sweating with like, my friend, like packaging these things. Because I didn't. What was I gonna do? Like, I was not prepared for this. It was such a moment. But that's where everything kind of changed for me.

[Rebecca Minkoff]

Did you at that moment say to yourself, oh my gosh, how am I gonna fund this? Or how did you even fund those initial orders?

[Shani Darden]

I think I was just slaying facials. Like, I was doing so many. Like, that's how I funded everything. I didn't have any money. It wasn't like I was like, had any money. None. Like, that's where I got. It was little by little. And, you know, I mean, my packaging was so terrible. So I wasn't spending a lot of money on the bottle, you know what I mean?

[Rebecca Minkoff]

So this proves, like, so many of the women who created like hair care in their kitchen, like, their packaging was terrible too. Like, if it's. If the product works, people are like, I don't care. I mean, maybe now on Instagram or these people care. But when, when you have something good, people are like, I don't. It doesn't matter what it looks like.

[Shani Darden]

Yeah, I mean, different time too. Things are so saturated now. I would say that people use products now that suck, but they see it all over TikTok and this person's using a little bit different of a time also, you know, there's a million retinols now, so. But yes, that was definitely was a great time in beauty then. I also had no idea at the time, but I was one of the first to come out with an over the counter retinol. There was probably like SkinCeuticals. I didn't know that going into it. I didn't know that. I was like some sort of genius that just came up with this idea. But that's what happened. It was just the perfect time. So now everyone has a Retinol. I don't Think you can have a skincare line without having a retinol? So just a different time. I want that time back again.

[Rebecca Minkoff]

I want that time back so badly. Like, we're talking with influencers and they're charging 40 to $50,000 for who know, but you know, or like, I'm just like, where were the simpler times when everyone was just like, excited and people

[Shani Darden]

wanted you and they wanted to promote your brand just because they wanted to promote it because it was good? Like, what happened to that?

[Rebecca Minkoff]

I know, it was. It was great. Those times. Maybe they'll come back with everyone having nostalgia for the 90s. Maybe that part will come back too.

[Shani Darden]

Okay, well, I'll be waiting, everyone.

[Rebecca Minkoff]

Sorry for the quick pause. I want to share something really exciting. Superwoman has a brand new YouTube channel. It's still under construction, but big things are coming in 2026. You'll find past episodes, new episodes, and some bonus content I cannot wait for you to see. Just search SuperWoman Media on YouTube and hit subscribe so you don't miss a thing. Okay, back to the pod. So was that the moment that with the selling the $80,000, was that the moment that you realized that you didn't just have a service, you had a brand and a product line? Or did that happen later?

[Shani Darden]

I knew that that was a very big moment. I didn't know that it would get anything like that. I'm always like a little behind when it comes. I just like kind of keep it moving. But it definitely was one of the biggest moments for me that I was like, oh my gosh, like, I'm going to make money doing this too. Because I don't think initially I was thinking that it's always been such a passion of mine, skin care. Like, it's. Every part of it is. It's my calm. It's what I'm supposed to do for sure. So I don't always have that mindset. But definitely it was a moment where I was like, oh, wow, this is great.

[Rebecca Minkoff]

And did you feel like you knew how to run the business part of this or was that a learning curve?

[Shani Darden]

I'm learning. I have had to learn now because there's been a lot of, like, not great things that have happened because I didn't understand finances and stuff like that. I understand skin and I understand Instagram and I understand how to make products. That is what I'm really good at. And past that, it gets very difficult. So you know what? A lot of people helped me, but they were always the best people because you're like asking people like, hey, do you have a referral of someone that knows how to do packaging? And then you pray that you get someone that isn't going to screw you over. And honestly, I got screwed over over and over again. I definitely know more now. I could help anyone with what not to do because I already did all of it.

[Rebecca Minkoff]

Yeah, I know the amount of time and money we've wasted making these mistakes is wild, but I feel like every woman I speak to, except for maybe one has encountered. The only way we learn is by these huge mistakes.

[Shani Darden]

It's not really fair, but you're right, it's hard. And especially in a lot of these, like, you know, investment firms where it's all money or all men. And you're just assuming like, oh, well, they're telling me that they this is how you do it. And you get to a point where you kind of shut up and you shouldn't have. Like, that's what I learned. Like, for all the times I said, you know what? I don't really think that makes any sense. I don't really think that we should have 45 people right now. I don't think we should do that. No, this is how you do it. And you're like, okay. And so I've learned now that I would never let that happen again.

[Rebecca Minkoff]

We had so much of that. I just, I can't even believe we're still here. Where I was like, well, what do I know? They're the experts saying I'm stupid, I must not know. Let me rely on this person. And then you're like, fuck, I should have just not relied on.

[Shani Darden]

I look back at that all the time where it's like, but I said that. Like, I said that and you told me we couldn't do that. That didn't mean we didn't have the money. But we did have the money because I was paying you a lot of money, so we did have it. So no.

[Rebecca Minkoff]

Did you ever have something you thought would work that didn't?

[Shani Darden]

Well, I have products that. Not that they don't work, that I just don't have time. Like, I never really had the time to put more into like promot it. So I guess, yeah. But the great thing about my products, and I really mean this, everything that I put out, it really works and I really, really love it. They're amazing products. So that's one thing I pride myself on. I think a lot with a lot of the brands now, they just shove out products. I'm not saying this is for all brands. But for a lot of them, I don't know how much they're really putting into the formulation of the product. For me, I put so much into it, it's like I don't know how I have business at all because sometimes it takes me five years to make something. Like it's ridiculous. I will say I do have products that don't do well because I never talk about them. I don't have the time, you know what I mean, that I could do more with them.

[Rebecca Minkoff]

Do you feel like, because every brand has a million products and there's this constant thirst for like new, new, new that you feel like you have to keep adding versus just like here's the core and we're just going to talk about them. Yeah.

[Shani Darden]

So the truth of it is is that I. My business has taken a bit of a turn and a little hit and so I have not been able to put out products. So not putting out products is very difficult because especially when you're in Sephora, newness is everything. Now I've made them all. I definitely could not stop because I need that. But putting them out is a whole nother thing. But yeah, newness is really important and I think that, listen, I don't think it's really important. It's just the way that beauty is right now. And yes, I think at the end of the day a lot of these brands have, you know, 20 products. They're not selling all of those products. They might be just selling one thing that's constantly getting sold out, but you still just have to have the newness. It's just how it is. It's all mind blowing to me because I never would have thought how crazy that beauty is right now with all of these brands. It's like I don't know how anyone surviving.

[Rebecca Minkoff]

I think it's that way across the board. And like our business took a hit with the tariffs prior to that Covid and then you don't have funds or budgets to do things and you're like, well, how are we supposed to break through when all these other brands that are newer and have investors or whatever are competing in a market that's like, I need a new bag every day or I need a new whatever every day. And I feel like you have to get so creative. But that's also like at a certain point your creativity is going to be no match for someone who has money

[Shani Darden]

100%, it's so expensive. And also just to have that TikTok and all of that, it's like, really hard to make a move if you don't have the money. And I don't. I don't know how people do it. That's why you have to be really smart. I've watched a lot of brands that have started now and their funding they've started with was very little. And it's really. Those are smart moves. They're really smart moves because you want to build slowly because the way that everything's moving now, you have to be really careful.

[Rebecca Minkoff]

So what have you done? Being that your business has taken a hit, what are you doing to keep the relevancy if it's not going to be through new products? Or how do you make a Sephora happy if it's not going to be through 6 million launches every year?

[Shani Darden]

What I'm doing right now is just kind of. It's almost as if I'm starting over. What I will tell you as far as Sephora is that I have the biggest support with Sephora. They want me to win more than anything and I'm very, very lucky to have that. So they've kind of gone through this with me. I mean, the real reason why my business took a hit is I like to take some responsibility. And I'd say that I didn't know what I was doing and the funding I took was too, and people that wanted to build my brand using a certain model and I. That wasn't my brand and I trusted those people and that's really what happened. I will also say it's been very difficult for me in social and everything a lot of times, like the rest of the world, other than New York and LA doesn't always understand me like that I'm an esthetician, that I've been doing this for 21 years. So that I think has been a lot to do with just me and how I positioned myself. But past that, I think I just didn't know what I was doing. I trusted. Like someone comes in and says, I want to give you all of this money. You're thinking, oh, you really believe in me. Like, you must know what you're doing, you know what I mean? But they don't care. That's just the truth. Like, at the end of the day, no one cares about your brand other than you, more than you. And those people can all walk away and leave and live their life, but you're not going to. I've just learned a lot. I think it's. It's all pretty shitty, to be honest, but I feel like it can help everyone Now?

[Rebecca Minkoff]

Well, yeah, but how did you get through that shitty? Because I've been there.

[Shani Darden]

What are you talking about? I. I'm. I'm right here. I didn't I say it went away? I never said shitty went away. I said, we're not crying today. We are not crying.

[Rebecca Minkoff]

Okay, fine, so there's no crying today. But do you find yourself telling yourself something to get through it or. Like, to me, the only way I get through it is by being almost delusionally optimistic. It's almost like I'm like, la, la, la, la, la. Everything's going to be okay. And then my CEO will be like, boom, boom, boom.

[Shani Darden]

So I don't have that fully. I love the whole positive thing. And that works for me, like, every other day, you know, And I'm into it. I do have that, but I also have, like. Like you said, when you get like five emails and they're like, and this is happening, this is ruined, everything's ruined, then I definitely fall apart because you can only take so much. But at the end of the day, like, yeah, I try to be positive. I also, like, I know what I have. Listen, here's the other thing. When it's really bad, what else am I going to do? You know what I mean? When it's like, what am I going to. You can't. I can't go anywhere. I'm right here. You know what I mean? So it's kind of like we're just going to do it. I have a lot of hope because, like, having my team now be so small, I have gotten back to who I am, and that's helped me a lot. So when I first took investment, I was told, you can't work as much. You can't be doing as many facials. A lot of me was taken away, and now I'm the boss of me. And now I'm doing all the facials. I'm back in there, I'm making products. That is why I feel like I have a clearer path. That's how I started. That's who I am. So I've gotten back to doing exactly what I do.

[Rebecca Minkoff]

I think that's so critical. And I feel like the last couple of weeks I've been like, what worked in 2005? Because that's what's going to work again.

[Shani Darden]

And that's why people fell in love with you. And it's like somebody tried to change that, and that's not true to who you are. And so that's what I've learned. It's like I'm in my happy place. I've been doing like five facials a day again. I feel great. I feel like, so that's what my shift is. And also everyone that's come in to my world now, like the team that I'm sort of building now, they all say there's such a disconnect with you because you weren't doing what you do here. I have this studio. Like, how do you let everyone see that? And so I feel, I feel better. I cried yesterday, though. I cried. I'm not gonna lie.

[Rebecca Minkoff]

What I wanna ask you, myself included, is. It is so overwhelming. There's like 12 step routines. There are women doing the most insane, like, unpeeling of themselves, shedding. When do you use retinol? Can you go out in the sun? Like, give me, give me what you would say. Your skin care tips are for a woman who doesn't have a lot of time. Like, I have five minutes in the morning.

[Shani Darden]

So in the morning I would cleanse. I would use a vitamin C if your skin can tolerate it because it protects your skin from environmental stressors like pollution, goes hand in hand with your sunscreen. So cleanse, vitamin C, moisturizer, sunscreen, all in one. So three steps we can do that. Then at night, cleanse, I would use your treatment products. So if you're struggling with acne, maybe some azelaic acid serum, or using a retinol for acne, for anti aging. Easy version is moisturizer. Once a week you need to exfoliate in the place of the treatment area in the place of your retinol. And that would be my easiest. Like three in the morning, three at night. So easy. Like, as long as you're using a good retinol and a good vitamin C and you're using products that won't clog your pores, you're good to go. Definitely bring all your products down. Listen, there's only so much that you can do that's already happened. But retinol 100% makes a huge difference. Fine lines, wrinkles, firms the skin. I feel like everyone should be using one for sure.

[Rebecca Minkoff]

And let's talk about going out in the sun. I'm someone that loves to be in the sun, that loves a tan.

[Shani Darden]

No. Are you still doing that?

[Rebecca Minkoff]

Yeah.

[Shani Darden]

No. Nobody does that. I didn't even know about this. We don't do that.

[Rebecca Minkoff]

Okay, so just. No. Just not allowed.

[Shani Darden]

Ever. If you want to lay like your leg out, that's fine with the little sunscreen, but no, no. Unless you don't Mind what you're going to look like later.

[Rebecca Minkoff]

Oof. I mean, I'm fine with it around here, but the neck is really humbling me right now.

[Shani Darden]

I get it, I get it.

[Rebecca Minkoff]

So let me ask you some rapid fire questions. What is one product that everyone should own of yours?

[Shani Darden]

Retinol Reform.

[Rebecca Minkoff]

I knew you're going to say that.

[Shani Darden]

If you couldn't use a retinol for whatever reason, it would be my rescue serum, which is azelaic acid. Awesome. Love that.

[Rebecca Minkoff]

And what is azelaic acid made from?

[Shani Darden]

So azelaic is a very large molecule, so that means that it's very gentle, it doesn't penetrate as deep into the skin. And what azelaic does is it helps with texture, acne, congestion, pigmentation, it does it all, but for all ages. So like my 13 year old uses it for acne. I use it every day for texture, for pigmentation. It's one of my favorite ingredients. But it's such a great product that anyone can use.

[Rebecca Minkoff]

Okay, good. Underrated habit for great skin.

[Shani Darden]

Underrated habit for great skin. I mean, sunscreen still, which is wild. Like people are still not wearing sunscreen. It doesn't make any sense to me.

[Rebecca Minkoff]

I don't want any of the chemicals and then I do the mineral and then I'm white casted, so I just don't want to wear it.

[Shani Darden]

Yeah, it just doesn't make any sense though, because you don't want skin cancer. So, like, it doesn't, you're not, you're not making sense. Well, we, I would find you, I'm going to find you a good mineral one that doesn't leave a white cast.

[Rebecca Minkoff]

So just to go back, we were talking about, like, you're on Instagram, everything's great, you're not faking it. Like sometimes I feel like as founders, we're in these two crazy places where of course you're not going to go vomit to your customers into the world how hard it is on Instagram, but they think you're killing it. You're like, you have no idea what I can't talk about. And I feel like that's, at least for me, it's a hard duality to be in sometimes.

[Shani Darden]

I mean, that's how I sometimes feel. Like I wish that I could just say what's happening. And also a little bit of it makes you feel. Yeah, you don't feel great because you're like, this isn't real.

[Rebecca Minkoff]

So do you think that you never suffered from imposter syndrome? I hate that term because no one Knows what they're doing most of the time and make it sound like, well, everyone has it figured out. But how do you get through that? Like, what makes you so bold in your approach? Because you were like, I had no idea I was doing. I did it anyways. Products didn't know what I was doing. You know, like, throughout your career you've had that.

[Shani Darden]

I feel like I just kind of kept it moving. Really. Like it was all just a learning. It's all been such a learning experience, but I don't really know the answer to that one. I just kind of just keep going. Let me just put it this way. The Sephora team has supported me so much. Not only do they support me, they check in. Like it's. It's been the first time ever where I feel like, oh, that's real support. I have people that are closer to me that, like, I've said my story, but. And it's like, you could do this. You could even just do this. So I try to do that for others because it doesn't take much to help someone. Like it was saying about, like even posting about your brand or that everyone wants something from you. And it's like, it's sort of sad. It's very sad. And I wish that it could go back to what it was, but, you know, people are driven by money.

[Rebecca Minkoff]

You said it. The mic has been dropped. What are you working on right now that is exciting to you that's coming. And what is a piece of advice you'd like to pass on?

[Shani Darden]

What's exciting is that I'm now me, I'm doing all the facials and that I'm making products. And that's where that I felt like I didn't. Maybe I can't put the products out yet, but just making them, it makes me feel like a person again. And advice I would say, like we were talking about before, like, don't let people make you feel like you don't know what you're talking about. Like, you've gotten here, you built this brand. Like, don't let people shush your opinion. Because I did that for so long. And now I'm like, no, no, no. Somebody said it to me the other day. They were kind of like, like, don't scare anyone. And I was like, I don't give a shit anymore. I will scare you. I'm going to say it exactly how it is. Because guess what? I do know what I'm talking about. Because look what I made. Look what I mean. For my backyard.

[Rebecca Minkoff]

Love it. I love it. We're going to go scare lots of people. I love it.

[Shani Darden]

Let's get them all.

[Rebecca Minkoff]

I love you. I'm so excited for what's next for you and where can everyone shop and support you? First of all, follow you shop, support all places.

[Shani Darden]

My website is Shamiedarden.com and also Sephora.com Awesome.

[Rebecca Minkoff]

Okay. It was so good to see you again.

[Shani Darden]

Lovely babe.

[Rebecca Minkoff]

Bye. Thank you so much for watching today's episode. Before you head out, I wanted to invite you to our brand new YouTube channel for all things superwomen. It's a fresh space we're building out for 2026, packed with past episodes, future episodes, and some special new content we're cooking up. Just search SuperWoman Media on YouTube and subscribe so you're there for everything coming next. I will see you over there. Thanks for listening to today's episode. If you've enjoyed it, take a second to rate and review the show. Wherever you're tuning in. It really helps others find the podcast. You can follow me on Instagram, Rebecca Minkoff and msuperwoman or for a slice into my personal life, eckyminkoff. And don't forget to check out my book Fearless the New Rules for Unlocking Creativity, Courage and Success. See you next week. Two Good and Coffee Creamers are made with farm Fresh cream, real milk and contain 3 grams of sugar per serving. That's 40% less than the 5 grams per serving in leading traditional coffee creamers for a rich, delicious experience. Whether you enjoy your coffee hot, cold, bold or frothy, two Good Coffee Creamers make Make every sip a good one. Two Good Coffee Creamers Real goodness in every sip. Find them at your local Kroger in the creamer aisle.

[Shani Darden]

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[Rebecca Minkoff]

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