How To Build A Disruptive Brand: Mimi Evarts On Creative Strategy, Brand Evolution, & Crafting A Timeless Aesthetic

Summary

Summary of "How To Build A Disruptive Brand: Mimi Everett On Creative Strategy, Brand Evolution, & Crafting A Timeless Aesthetic"

Released on July 24, 2025, "The Skinny Confidential Him & Her Show" hosted by Lauryn Bosstick and Michael Bosstick delves deep into the intricacies of building and evolving a disruptive brand. In this episode, Michael invites his sister, Mimi Everett, the Director of Branding at The Skinny Confidential, to discuss the brand's journey from its blog origins to a multifaceted product line. Their conversation offers valuable insights into creative strategy, brand evolution, and maintaining a timeless aesthetic.

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1. Brand Origins and Evolution

Mimi Everett reminisces about the early days of The Skinny Confidential, highlighting the humble beginnings when Michael launched the blog. (00:20)

Mimi Everett (00:47): "I started working with you when I was going to high school across the street from where you lived... I started growing your Pinterest and it really started working."

Michael reflects on the brand's transformation from a single-focused blog to a diverse portfolio, noting how both the founders and their audience have matured alongside the brand. (03:05)

Michael Bostic (03:05): "If there are people who are listening that want to start a brand right now. You have been so into this brand."

2. Key Milestones in Brand Growth

Mimi identifies significant milestones that marked pivotal shifts in the brand's direction, such as the launch of the ice roller. (02:49)

Mimi Everett (02:49): "I think when the ice roller launched, that was really probably, like, the most exciting."

She also discusses the introduction of the podcast and how it infused a more masculine edge into the brand's previously feminine aesthetic. (03:05)

3. Branding Mistakes and Lessons Learned

Mimi candidly shares early branding mistakes, like over-reliance on a singular color scheme (pink), which limited the brand's appeal. (04:39)

Mimi Everett (04:39): "I think one of the mistakes that we made in the beginning was we kind of pigeonholed ourselves when it was so pink."

She advises against blindly following trends, emphasizing the importance of creating a brand identity that remains relevant and adaptable over time. (05:36)

Mimi Everett (05:36): "If you're building your own brand, it's thinking of something that you're still going to want to post about in five years and something that you can grow with."

4. Building a Cohesive Brand from Scratch

Mimi outlines the foundational principles essential for brand building, likening the brand structure to a house with foundation, construction, and roof. (07:35)

Mimi Everett (07:35): "We have elevated, disruptive and intentional."

She emphasizes defining clear brand principles and understanding the value the brand offers to its audience, such as educating, entertaining, or inspiring. (08:20)

Michael Bostic (08:20): "What's the takeaway of how people feel?"

5. Personalized PR and Merchandising Strategies

The discussion shifts to modern PR strategies, where personalized approaches are favored over mass distribution. Mimi illustrates this with examples of how personalized PR packages garner more engagement and authentic promotion. (25:14)

Michael Bostic (25:14): "It's personalized product to them."

6. Behind the Scenes: Photo Shoots and Product Development

Mimi provides an in-depth look into the meticulous planning and execution behind product photo shoots, using the toilet paper launch as a case study. (27:35)

Mimi Everett (28:05): "That's the light is coming from the right."

She details the preparation process, from storyboarding to selecting models and props, emphasizing flexibility and the need for constant refinement. (29:02)

Michael Bostic (30:36): "She storyboarded each clip to make the vision come to life."

7. Daily Operations and Team Collaboration

Mimi describes her daily responsibilities, balancing product innovation, design, and internal branding. Her ability to juggle diverse tasks ensures the brand remains cohesive and dynamic. (32:46)

Mimi Everett (32:46): "Every day is a little bit different."

8. Personal Growth and Team Development

The hosts discuss Mimi's growth within the company, highlighting her eagerness to learn new skills and take on responsibilities beyond her initial job description. (43:30)

Michael Bostic (43:45): "You're a really great example of someone who's become multifaceted."

9. Maintaining Authenticity and Flexibility

Mimi stresses the importance of staying true to the brand while being open to evolution. She draws parallels between brand adaptation and personal style changes, advocating for a balance between consistency and innovation. (31:02)

Mimi Everett (31:02): "I think that also helps with the process."

10. Personal Insights and Broader Reflections

Towards the end, the conversation veers into personal anecdotes and reflections, adding a layer of authenticity to their professional discussions. This segment underscores the value of personal connections in brand building. (47:12)

Mimi Everett (47:12): "I need to fail a little bit to learn it."

11. Conclusion and Future Directions

The episode concludes with mutual appreciation between the hosts, highlighting Mimi's integral role in the brand's success and setting the stage for future collaborations. (48:23)

Michael Bostic (48:23): "Thanks for coming on the show. Come back soon."

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Notable Quotes:

• Mimi Everett (00:47): "I started working with you when I was going to high school across the street from where you lived..."

• Mimi Everett (02:49): "I think when the ice roller launched, that was really probably, like, the most exciting."

• Mimi Everett (04:39): "I think one of the mistakes that we made in the beginning was we kind of pigeonholed ourselves when it was so pink."

• Mimi Everett (07:35): "We have elevated, disruptive and intentional."

• Mimi Everett (25:14): "I think there's a way to do it in a way that's elevated."

• Mimi Everett (28:05): "So that's the light is coming from the right."

• Mimi Everett (31:02): "I think that also helps with the process."

• Mimi Everett (43:30): "Every day is a little bit different."

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Key Takeaways:

• Brand Evolution: Successful brands evolve alongside their audience, adapting aesthetics and strategies to stay relevant without losing their core identity.

• Avoiding Pigeonholing: Over-reliance on specific design elements (e.g., color schemes) can limit a brand's appeal and adaptability.

• Personalized Approaches: Tailoring PR and merchandise to individual influencers fosters genuine engagement and authentic promotion.

• Meticulous Planning: Detailed planning and flexibility are crucial in executing effective product launches and photo shoots.

• Continuous Learning: Team members should be encouraged to acquire new skills and take on diverse responsibilities to drive brand growth.

• Authenticity Matters: Maintaining genuine conversations and personal connections enhances brand credibility and relatability.

This episode serves as a comprehensive guide for entrepreneurs and brand builders, offering actionable insights and real-world examples from The Skinny Confidential's journey to becoming a disruptive and timeless brand.

Transcript

[Lauren Everts]

The following podcast is a Dear Media Production. She's a lifestyle blogger extraordinaire.

[Michael Bostic]

Fantastic.

[Lauren Everts]

And he's a serial entrepreneur, a very smart cookie. And now Lauren Everts and Michael Bostic are bringing you along for the ride.

[Mimi Everett]

Get ready for some major realness.

[Lauren Everts]

Welcome to the Skinny Confidential.

[Michael Bostic]

Him and her. I decided to have my sister Mimi Everett on the podcast, who is also the director of branding at the Skinny Confidential. And we just thought we would have a little conversation about the evolution of the brand, how the aesthetic has evolved, advice to people who are trying to scale a brand. All things branding. Because we've really been through it all.

[Mimi Everett]

Yeah. I started working with you when I was going to high school across the street from where you lived, and we were both working at the same restaurant, and I didn't have a car, and. And so I'd go over to your house after school so you could drive me to work. But then you had just started your blog, or your blog was, like, in the early stages, and you would be shooting food content, and you're like, here, like, clean up the food content and I'll pay you 20 bucks. Or, like, help me stage this popcorn stuff. Some bookmarks. And then I started growing your Pinterest and it really started working. And then slowly, you gave me more things to do.

[Michael Bostic]

I don't remember that part. I don't remember you coming over after. Before we would go to work together. I forgot. Like, I remember now.

[Mimi Everett]

It wasn't for that long because we only worked together for a year there, I think.

[Michael Bostic]

So you were at my studio apartment when I had just launched the blog and we were working together at Delicious. You were the hostess and I was the bartender.

[Mimi Everett]

You got me the job. Yeah.

[Michael Bostic]

Oh, my God. That is so vintage. I see. I was gonna say that I thought you started working for me when I needed help with my closet when Michael and I moved in together. But that was later on.

[Mimi Everett]

I do remember helping you guys move, though. And it was one of the most trying times of my life.

[Michael Bostic]

Why?

[Mimi Everett]

I. I thought you and Michael were going to break up. Why? We would always steal the money out of his pants pockets. Yeah. And then we would give away all of his stuff to Miles, to our dad. Anyone who wanted something that was a little bit ugly.

[Michael Bostic]

And then he would be like, where's my $10 bill? In the pocket. And we would be like, beats.

[Mimi Everett]

We'd be eating sandwiches.

[Michael Bostic]

The sandwiches across from that apartment were so good.

[Mimi Everett]

I miss it.

[Michael Bostic]

So when you think about the brand as a whole, because you have seen it through so many iterations. What do you think has been the craziest part of the evolution? Because you've seen it through when it was like, a blog to now when it's a product line that you work on every day.

[Mimi Everett]

I think when the ice roller launched, that was really probably, like, the most exciting.

[Michael Bostic]

I think that what's been crazy for you is that you started when it was a blog, and now it has all these tentacles.

[Mimi Everett]

I was describing this to someone who just started with us this week and saying, I showed her this timeline of the brand, and. And the first part is, like, pink. And it's you making recipes. It's your first book. It's workout tips. And then it phases into when the podcast started, and that's when we got this, like, masculine edge that we had never worked with before.

[Michael Bostic]

Yeah.

[Mimi Everett]

And it was really fun to start using, like, more black and more textures. And then when the brand initially launched and it was like Barbie, you know, it was so pink. You wore that quinceanera dress for the launch video. And then the book, the second book, I feel like after you had Zaza, the brand really started changing.

[Michael Bostic]

Yeah. I think, like, I think I grew up, and I think. But I also think the audience grew up, too, with us. So, like, I had a lot of, you know, high school students and really young college girls reading the blog when you and I were working out of my studio apartment. And then after I had a baby, the audience had. A lot of them had grown up, too.

[Mimi Everett]

Yeah.

[Michael Bostic]

And I think you see that in the evolution of the brand. If there are people who are listening that want to start a brand right now. You have been so into this brand. What are your tips?

[Mimi Everett]

Sometimes I feel like this is my only experience, so I just live and breathe this brand, but you don't.

[Michael Bostic]

I feel like we're always screenshotting and sending stuff back. Like, you understand branding. You've immersed yourself in it. A lot of people go to school for branding.

[Mimi Everett]

I think what I would say is one of the mistakes that we made in the beginning was we kind of pigeonholed ourself when it was so pink. Then you had to ride with that pink, and then it couldn't be for everyone. It became, you know, men don't want pink. Some girls don't want pink. You don't want, like, a flamboyant pink with you all the time. And I think that that was hard. I also think another mistake that people would do is, is when something's trending. Like, a few years ago, things got Too modern. I don't know if you saw when Burberry made their logo really modern, it looked exactly like all the other modern logo brands, like Balenciaga, I don't remember. But then Burberry last year got a new creative director and they went back to their roots, and it's like they're embracing that horse logo and it has more of that serif font. And I think that it's. If you're building your own brand, it's thinking of something that you're still going to want to post about in five years and something that you can grow with.

[Michael Bostic]

I think that's a great tip, too, because it's also going back to being.

[Mimi Everett]

Yeah. Like a play on nostalgia.

[Michael Bostic]

Yes. And. Don't, don't. And I feel like you and I have talked about this a lot, where a lot of people went, like, very stark and monochromatic and nude and beige. And now what I'm seeing from everyone around me who's so creative is everyone is craving depth and richness and, you know, contrast. Yeah. Different browns and. And woods.

[Mimi Everett]

And I think this is also dangerous, though.

[Michael Bostic]

Right. This is. That's why I think this is important to talk about. So you got to be careful that then you don't.

[Mimi Everett]

You have to be in the middle of the road. I think that if you look at someone's house and you're like, wow, this house is gorgeous. It's normally like a collection of things that they found throughout their life, which is how the brand should be. It can have some monochromatic and simple, but then some, like, deep antique wood element.

[Michael Bostic]

Yeah. I think that you want to be careful how much trends you follow. And I think that that's where we're at now on the trajectory is how are we keeping it classic but also staying relevant but not being so immersed in the trend.

[Mimi Everett]

I think it's almost not looking at the trend and trying to think what naturally you want to do next in a way to take a step away.

[Michael Bostic]

I agree with you. And I think that that's why, when Burberry goes back to its classic logo, it stands out because it looks different. And I think people are craving, like, a freshness, like they want to see something new. You know what I mean? Like, people are bored with everyone doing it the same way.

[Mimi Everett]

Yeah.

[Michael Bostic]

And I think that that's constant innovation. And I think what's been cool for us is that you and I have been so close to the picture. We've had our nose to the picture, and then we've been able to have freelancers who are farther from the picture, and you have to, like, meld the two together.

[Mimi Everett]

Yeah.

[Michael Bostic]

What do you think is the best way to build a cohesive brand from scratch?

[Mimi Everett]

We recently worked with this graphic designer, and she was the first real graphic designer that we had been working with. And she explained to us that the foundation of a brand is based off of normally three principles. And so for our brand, you think about it like a house. So there's the foundation, there's the construction, and there's the roof. And for the skinny confidential, we have elevated, disruptive and intentional. And so I think when you're building your own brand, you should think about what your principles are, what you're trying to get across. It's kind of like that. You told me once that if you're creating content needs to educate, entertain, or inspire, and it's the same sort of thing, like, what's your brand doing? What's the value of it for other people?

[Michael Bostic]

Yeah. What's the takeaway of how people feel? I think that I always tell people when they're starting a brand to take a poster board and literally draw what you want in front of you, and then write down who your consumer's name is. And from there, write down how you want them to feel when they're leaving your page. So some people are going to be like, I want them to feel romantic. Some people are like, I want them. I want them to feel educated. Like, whatever it is you want, you want to evoke a feeling in the consumer. And what are you wanting them to feel for this podcast, in this show? I want someone to walk away feeling like they've. They've learned something and they have tools to optimize their life. Tactics, tips, hacks, something tangibles, tangible. Like something's quick that they can do.

[Mimi Everett]

Yeah.

[Michael Bostic]

This will be a fun one. I'm gonna tell everyone what the best advice that you've given me throughout working together. And you can tell everyone what my best advice to you has been.

[Mimi Everett]

Okay.

[Michael Bostic]

And it can't be that I told you Brunello wine is the best red.

[Mimi Everett]

Well, it is Barolo or Brunello. When I order a wine at a restaurant, I'm like, I don't really know what I like. Except for Brunello or Barolo. Have one of those by the glass.

[Michael Bostic]

They're all. No, we just have California wines.

[Mimi Everett]

Yeah.

[Michael Bostic]

The best advice that you've ever given me is I think that you have taught me to, when we talked about this earlier, not follow trends and to also keep it young and fresh, but also at the same time, act appropriate for where you're at. And what I mean by that is, like, you. You don't think I should be, like, following what Gen Z is doing. You think I should be staying true to the brand. You've taught me how to have finesse, and I'm trying to articulate it in the right way. It's like, stay. Stay where I am in life at this stage with having kids, but also bring in some of the freshness without being trendy. And it's a dance. Do you know what I mean?

[Mimi Everett]

Yeah. I think that you have three kids now. If you were to be in a, you know, twerking. Twerking. It's a little off brand or just not what anyone wants.

[Michael Bostic]

Right, right. No one. Well, no one needs to see me twerking. This pregnant Carson don't get me.

[Mimi Everett]

What do you mean? Michael.

[Michael Bostic]

I don't know if Michael needs to see that. Michael's gonna be on the other side of me when I give birth.

[Mimi Everett]

Like, up near the head.

[Michael Bostic]

Not the baby's head. Yeah, my head. Good. Yeah. He doesn't.

[Mimi Everett]

Is he helpful?

[Michael Bostic]

Yeah, no, he's helpful. He's helpful.

[Mimi Everett]

He's panicked.

[Michael Bostic]

I don't need a doula. Yeah. It's just the. His energy. The reason I don't want to have a home birth is because he has.

[Mimi Everett]

Sympathetic pregnancy, I think.

[Michael Bostic]

Yeah. Don't they all, though?

[Mimi Everett]

I don't know.

[Michael Bostic]

I mean, just you wait. You're next. Um, so I think what you've taught me with. With the brand is, like, how to have balance with the content, and I think.

[Mimi Everett]

Or make it your own.

[Michael Bostic]

Yes. I think that's important.

[Mimi Everett]

You can steal, like an artist. There's things you can see. Wow. I love exactly what they're doing, but it doesn't necessarily make sense for our brand. But we say why we like what they're doing. If it's, you know, Burberry, going back to that simple logo, we said we like how it's more classical and we like the serif of the font. How can we bring that into our brand? Yeah.

[Michael Bostic]

Like, and how. How can you bring the classicness and the nostalgia back without using the Burberry.

[Mimi Everett]

Font and their horse, you know?

[Michael Bostic]

Right.

[Mimi Everett]

It's our own. It's inspiration.

[Michael Bostic]

I also think that you have a really good eye for spotting content creators who are really, really talented that may not be, like, the biggest creators, but they have a specific eye. I mean, you were watching Korean beauty YouTube situations before, like, I mean, 10 years ago, I feel like, yeah, I.

[Mimi Everett]

Think that I just got really interested in skin care because working with this brand, that was a big part of it originally. Like, you were really interested in beauty. And so I started looking at that. And I think that when I went to Korea and I got a new perspective, that was one of the most valuable things I ever did in my life. Because now I can appreciate brands for different things. Like there's this brand, Gentle Monster, and you can tell what they're doing is art. Their pop up stores are like art pieces. It's not to sell the products necessarily. Or there's other brands like Barbie, where it's nostalgic. Or there's brands like our brand where you're playing on daily habits and building your life.

[Michael Bostic]

What's the best advice that I've ever given you? And the worst.

[Mimi Everett]

The best advice that you've ever given me.

[Michael Bostic]

Yeah.

[Mimi Everett]

Is take what you want and leave what you don't.

[Michael Bostic]

Okay. And what does that mean to you?

[Mimi Everett]

I apply that to everything.

[Michael Bostic]

Okay.

[Mimi Everett]

If I get advice from someone, I say, I liked this piece of advice. I don't like that piece. If I go on social media and there's some negativity, but I want the positivity takeaway. I'll just focus on the positivity. It's kind of like perspective. It's the way you see a situation, is how I interpret it.

[Michael Bostic]

Okay, what's the worst advice?

[Mimi Everett]

The worst advice is when you're half listening and then you give me advice. I remember when I was single, you would give me dating advice. Like you'd be getting. You'd be so busy, you'd be writing a blog post and getting your hair done at dry bar and leave him. No, you, like, never text him again.

[Michael Bostic]

Burn him.

[Mimi Everett]

And then the guy's like, hey, we went on one date and you never texted me back. And then I would tell you and be like, why did you do that?

[Michael Bostic]

You know what, though? It's worked for you because now you're with the love of your life. So maybe my dating advice isn't that bad.

[Mimi Everett]

I stopped listening to your dating advice. I started going with my gut, but you were always in the back of my mind. You give great relationship advice.

[Michael Bostic]

Okay, I'll take that. I'll take that. What is the worst font that someone can use?

[Mimi Everett]

Oh, it's a good question.

[Michael Bostic]

The font that we should all stay away from.

[Mimi Everett]

It depends. I don't think that it's fair. It's like art. You can't say that all art is bad.

[Michael Bostic]

Okay, so what? So what if you're telling someone? I think what you're saying is, like, you have to define what your brand is, and maybe that font fits with the brand.

[Mimi Everett]

Yeah, Maybe it's googly eyes making the letter Y is your brand. You know, maybe it's cursive. Maybe it's like bubble font for.

[Michael Bostic]

Okay, but let me ask you this. What font do you not like?

[Mimi Everett]

What font do I not like specifically?

[Michael Bostic]

Like, personally, I'm not a big fan of. Of bubbly letters because it feels young, feels childish. But then I look at like a skims and that's. That's done. Cool.

[Mimi Everett]

Yeah.

[Michael Bostic]

So I think, like, there's a way to do it in a way that's elevated.

[Mimi Everett]

It's hard to do a blanket statement like that. But if I had to say, it would be some of the fonts on Instagram stories. I'm like, who made these fonts?

[Michael Bostic]

Let's rebrand those. There's a couple that need to be rebranded.

[Mimi Everett]

The one that's like slanted and thick, that has been there since the beginning.

[Michael Bostic]

Yeah, we gotta get rid of that.

[Mimi Everett]

It's time to move on.

[Michael Bostic]

No, I think we. Yeah, I think they need to update their fonts.

[Mimi Everett]

Yeah, they added some new ones, but even the new ones I'm not loving.

[Michael Bostic]

And then you get the one that everybody uses, and that feels like to me, I'm like, everyone's like, I don't like everyone's using it.

[Mimi Everett]

I hate when brands or people in general put too much space in between letters. If it's, you know, Thursday on an Instagram story and it's like so much space in between the letters, it drives me nuts.

[Michael Bostic]

Huh. So spacing.

[Mimi Everett]

Yeah, I'm more about the spacing than the font.

[Michael Bostic]

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[Mimi Everett]

So.

[Michael Bostic]

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[Michael Bostic]

What makes a beautiful brand to you? Like is it the website? Is it the Instagram? Like what do you look at something and you're like that is an incredible brand.

[Mimi Everett]

When I feel inspired by it and I want it for a certain reason.

[Michael Bostic]

Like, like Gentle Monster.

[Mimi Everett]

Like Gentle Monster. The way that they present their products is so amazing that I don't even care if I like the sunglasses, but I want them. And because I want to be a part of the experience, that's what I.

[Michael Bostic]

Think is really going to move the needle when it comes to merch. I think That I want to create a brand, if I'm starting today that people want to actually wear on a hat.

[Mimi Everett]

Let me ask you this. When's the last time you bought merch? I haven't bought merch since 2015.

[Michael Bostic]

I think that I would buy it for, like, all. That's not true.

[Mimi Everett]

We went to St. Barts, but that's like restaurant apparel.

[Michael Bostic]

We went to St. Barts, you guys, and the hotel that we stayed at, it's. You want the merch like, you do. We were like, let's get the rash guard.

[Mimi Everett]

But that's more of a statement, potentially, because when you go to your next location and I'm wearing the rash guard.

[Michael Bostic]

Yeah.

[Mimi Everett]

Yeah.

[Michael Bostic]

It's not subtle, but, like, it's.

[Mimi Everett]

Yeah, it's a little peacocky.

[Michael Bostic]

That's.

[Mimi Everett]

I always okay with that.

[Michael Bostic]

I like to look into the behavior of the merch. Do you know what I mean? Like, I want to look into. Because I remember there was a time when there was a lot of people were wearing, like, glossier pink sweaters, and it was like a. It was like a subtle. It was signaling to the market, something subtle. And I think that now we're seeing it without even logos. Like, you see the row bag.

[Mimi Everett]

Yeah.

[Michael Bostic]

And you see Carson's. Like, what are you guys talking? You see the row bag, and there's no branding on it, but it's like, if, you know, you know, almost like an exclusive club.

[Mimi Everett]

I think that merch is also in products now. Like the Summer Fridays lip gloss. Everyone has that in their flat. Lay the mej clip.

[Michael Bostic]

Yeah.

[Mimi Everett]

It's not just a sweatshirt anymore.

[Michael Bostic]

Yeah. It's. It's interesting. It's like. You're right.

[Mimi Everett]

The merchandise.

[Michael Bostic]

Yeah. Or like Hailey Bieber's phone case.

[Mimi Everett]

Yeah.

[Michael Bostic]

I think that that is interesting. It's like, how do you create merch that. That. It's not merch, but it is merch. Do you know what I'm saying?

[Mimi Everett]

Because you get so many PR packages, and I think sometimes I'm like, wow, this is wasteful. How many more hats can you get?

[Michael Bostic]

Well, it's funny. We just talked about this in our team meeting. I have gotten so many packages for what I do, and the ones that I actually post are the ones that I. This is what I've noticed. Like. Like stepping outside my body. The ones that I actually post are personalized or appeal, and if I'm being really honest to my ego. So, like, the fat Jew sent me. I remember this. I still. I talked for White girl. Yeah. He sent me this package for White Girl Rose. And it said on the box, lauren Bostic is the queen of everything. And I was like, ah, you know, like, you want, like, you, you like, think, like, wow, that's cool that they personalized that they spent the time. And then you open it up and it's like, here's a five dollar bill because it's the holidays and then there's.

[Mimi Everett]

About the only thing you want for Christmas. And it was a five dollar bill and it was booze and money.

[Michael Bostic]

Yeah. And then it was like, it was like, family time is hard on the wine. So it was funny, too. So not only did it appeal to my ego, it was also funny.

[Mimi Everett]

It entertained.

[Michael Bostic]

But then you get a brand that will send you every lipstick shade that they have, and it's probably $1,000 or something crazy. And you don't even end up posting it. And you, like, give it to your friends and you give it away. So it's. To me, that's. That human behavior of it is so intriguing.

[Mimi Everett]

I think that there's also the right audience potentially. Like, if you sent that lipstick with every lipstick color to someone who had 500 followers, they'd be really excited and they'd post it.

[Michael Bostic]

Yes.

[Mimi Everett]

Or if you were a really big brand and the creator was trying to get on your channels, they would post it regardless. But if it's someone who already has authority, they're not just going to post a bunch of product. It's like gluttonous.

[Michael Bostic]

Totally. And I think that that is what the wave of the future is, is personalized pr. So the way we do it at sky, at the Skinny Confidential, and we've talked about this internally, is like, we personalize what we're sending to each person. Meaning if I am going to send a brow peptide, which I'm obsessed with, I use every morning, every night, it grows your eyebrows. I'm going, I'm wearing it right now, too. You can see it on YouTube. I am going to find someone that is all about the brows on Instagram. Like, they just, they maybe they like the way they, like, brush their brows is unique or the way that they shape them is unique. But I'm gonna find someone who specifically is known for their eyebrows. Like, maybe, let's say like Brook Shields was like, yeah, like, we would, like, send it to her. I think that people don't want 20,000 pieces of product. They want personalized product to them. So, like, another good example is this girl on Instagram. I sent it to you. I don't know if you saw she has this big Birkin full of ice, and she's wearing mouth tape, and she dunks her face in the Birkin for, like, to get, like, her face really cold, and she rips the mouth tape off. And so I messaged her and I was like, I have to send you a bunch of ice rollers for your purse and mouth tape. Like, there's a reason. And I think that's what's going to become very in. And I don't know if in's even the right word.

[Mimi Everett]

I think what you're saying is really good for our brand in the way where if you're finding someone who's already familiar with the product.

[Michael Bostic]

Yeah, it's.

[Mimi Everett]

You don't have to educate them. Educating someone on your product, telling them how to use it, is a lot of work and really expensive. So if it's someone who already is using mouth tape, they should switch to ours. That's a really easy switch. And it's understandable.

[Michael Bostic]

Exactly. When you plan a photo shoot, because you've planned a lot of photo shoots for the brand. And when you plan a video shoot, what goes into that? Like, because I don't think people understand all of the different things that it takes to get there. And maybe you could talk about the toilet paper shoot.

[Mimi Everett]

Okay. When we're planning something, it'll be an idea from a long time ago. Like, you said you wanted to make the toilet paper, and we talked about it for a year before. And so then that whole time we're kind of thinking about what we're going to do. And then when it comes time to start doing the actual photo shoot, we would think about, you know, seasonality. So toilet paper launched in the spring, or if something was launching in the winter, you'd probably do like a, you know, a winter theme. Like a stocking.

[Michael Bostic]

A snowman.

[Mimi Everett]

Yeah, a snowman. I'd love some snow, actually, for something. But so that's. Step one is imagine or thinking about when it's launching, what it is, who the audience is, and then obviously you have the list of the content that you need. Like, we need content for ads, we need content for the website, we need content for social media. You need a photo. Sometimes there's a billboard. And so I'll think separately how I'm going to position you because you're the founder and you're very specific. And then if there's other content that we need of someone using the product, I'll get a model for that. And then the E Comm itself is separate. And so for the Toilet paper. I looked back at all these old ads from, like the 50s of toilet paper, and there was all of this fun marketing. And so we kind of went off that for the shot list, but obviously it was a more modern shot list. It was like an old photo, but we shot it modern and we put some texture on it.

[Michael Bostic]

And like, give an example. Like, we had. You had toilet paper rolls in people's hair.

[Mimi Everett]

Yes.

[Michael Bostic]

Curlers.

[Mimi Everett]

Yeah. So it's also thinking about how to use the product in a different way. So you think about each different part of it. Like, there's three layers in the toilet paper in each square, or there's the holder or there's the wrapper in the box. And so, yeah, we put the roll of the toilet paper in a girl's hair for, like, hair curlers. And then we had her reading a newspaper because we didn't want to play on the toilet. The toilet's like, you know, and so you can maybe look at that and see a girl reading a newspaper with her hair in rollers and kind of understand that she could be going to the bathroom, but it's not so explicit.

[Michael Bostic]

I also think what we did is we looked at hotel toilet paper and how it was folded. And then we also looked at, like the stamp that they put on toilet paper. And then I wanted to launch with something really bold on my Instagram, which was the video of a girl walking with a heel and. And toilet paper gets attached to her shoe and she pulls it off. And so what Mimi did, and I think this is so helpful. And if you are starting a brand, this is like a hot tip is she storyboarded it. And she storyboarded each. It was like a 40 second video and she storyboarded each scene. So when we gave it to the photographer to shoot, it was like, she's wearing a black heel with red at the bottom and her leg has a shimmer to it and you can't see over her knee. And there's light and it's.

[Mimi Everett]

The light is coming from the right.

[Michael Bostic]

Yes. Like you.

[Mimi Everett]

It's warm.

[Michael Bostic]

Yeah. And then, like, do we show the product at the end? Like, she literally storyboarded each clip to make the vision come to life. And I think that that's important with a brand is like, how are you storyboarding each moment to get what you want?

[Mimi Everett]

Because I think that also helps with the process. Sometimes I have no idea what I'm doing until I start actually working on it.

[Michael Bostic]

And if you don't, I think. And you know this, ask for exactly what you want for. If you're working with like an outside photographer, it doesn't show up the exact way you want.

[Mimi Everett]

Yeah. Even with that video. Because normally I would be at a shoot or call in and so when we got the footage back, you know, there was like an issue and she had to reshoot a scene and. Which is fine because we had time. We had like a day maybe, but it's fine. I think you also just have to be flexible.

[Michael Bostic]

Yeah.

[Mimi Everett]

And expect that there's going to be revisions. Thinking you're gonna shoot it and it's perfect is not how it works.

[Michael Bostic]

It's constant refinement that's so, so important. Branding pet peeve that makes your eyes twitch.

[Mimi Everett]

Maybe when brands don't evolve.

[Michael Bostic]

Yeah. That's. Yeah, we've talked about this a lot.

[Mimi Everett]

Yeah. When it's. They're stuck in the same ways. I get that it's what worked for them in the past, but there's a way to take your brand into today.

[Michael Bostic]

It reminds me of nails.

[Mimi Everett]

It's a great example.

[Michael Bostic]

If you are wearing the same nails that you've had 30 years ago, it almost like. It's like implants too. It can show your age. Like if, like the. The bolt on implants that everyone had in the 90s. Like, you can, like, you can see.

[Mimi Everett]

That it has like a tanning bed.

[Michael Bostic]

Yeah. It's like, it's a look. It's like the Playboy bunny on the lower hip.

[Mimi Everett]

Yeah.

[Michael Bostic]

That I used to do.

[Mimi Everett]

I'm obsessed with that. I'm using that as inspo for something.

[Michael Bostic]

Great and maybe that maybe you bring it back and you make it fresh. But my point is, is like, it's same with the brand. You want to evolve the brand as you go.

[Mimi Everett]

Yeah. You need to be flexible. I think is what is really important.

[Michael Bostic]

What's a day in your life of working for the Skinny Confidential.

[Mimi Everett]

I think that my job is so great because every day is a little bit different. Yeah.

[Michael Bostic]

It is. Every day different. The other day I text you, I was like, I need slippers. Yeah.

[Mimi Everett]

And we're like, done. And you're like, what?

[Michael Bostic]

I'm like, we need slippers. We just redid the office. Yeah. And I don't want shoes everywhere. I'm like, we need TSC slippers. And you were like, designing slippers.

[Mimi Everett]

I kind of thrive off of that because I've worked with you for so long that I love it. It's like I was probably supposed to be working on something else, but I was stuck on it anyway. And so It's a nice distraction. To be able to finish something that I know I can do well is a better feeling and better use of my time than staring at the screen without knowing what I'm doing.

[Michael Bostic]

So what, what's a Monday?

[Mimi Everett]

So Monday we have our, our teams growing. So on Mondays we have the team meeting, which I usually, like, prep for before. And then I have a lot of other meetings. That's mostly like our individual meetings or we're reviewing, you know, the new ad creative that came in over the weekend or issues that happened over the weekend. And I'm also like, getting my to do list in order. That was Monday that you said the thing about the slippers. So that means that project's getting started. I submitted the quote and then I have to wait until Tuesday to finalize it.

[Michael Bostic]

And then I also was like, oh, and we also need coffee cups. And you're like, I want coffee cups for shoots and for the team to have cute branded coffee cups.

[Mimi Everett]

The paper ones. Yeah, yeah, we ordered those.

[Michael Bostic]

Great. We can't wait. I think that one thing that's cool about your job is like, yes, you're working on product innovation and design and the packaging, but you're also working on photo shoots and concepts and branding. And then also there's the other facet of like the internal branding, like, how do we make the office and, and all the stuff around it look cohesive and it's constant. Like you said, refinement.

[Mimi Everett]

Yeah.

[Michael Bostic]

What's a day in the life of a photo shoot?

[Mimi Everett]

A day in the life of a photo shoot.

[Michael Bostic]

Yeah, because people don't realize how much work that is. You have to fly to la.

[Mimi Everett]

Yeah, so I fly to la. Well, actually, the hardest part is the prep work. So it's the weeks leading up to that. It's the, the booking, the location, getting the COI insurance, getting the photographer booked, getting the gaffer, getting set assistant models. Models. Getting the models hair and makeup, getting the models to get their nails done before getting the right sizing run of show, getting the styling done. And I'll work with the stylist or I'll order the clothes if she needs help, getting all the props that we need, making sure the studio has, you know, the right eggshell colored backdrop that we want and the right C stands and making sure that they have parking. And then I'll make the shot list. And so that will be a lot of the time when you work with a photographer. They'll say you can get 20 selects and then there's a post editing fee. And so anything over that 20 select, you know, is going to be going over budget. And so I make the list of the 20 that I want in my dream scenario, and then I add like 30 more just in case the 20 in my dream scenario don't look good in reality. And so on the day of the shoot, I'll wake up early, I'll get ready, I'll get to the shoot, I'll order coffee, I'll get all the products laid out, and that's when the models and the hair and everyone starts arriving and then usually arrive last and you're there and start helping me make sure that everything looks okay. And then we just start shooting.

[Lauren Everts]

This episode is sponsored by Cotton. Let's take a quick break to talk about cotton. As someone who's constantly refining my routine, from what I eat to what I wear to what I invest in, I've learned that the materials we surround ourselves with matter more than we would think. That's why I've made a conscious shift towards wearing more natural fabrics, especially cotton. It's timeless, it's versatile, and it's rooted in something real. Cotton literally comes from the earth, a flower that transforms into a soft, breathable, durable fabric. You can't beat that. Cotton is incredibly gentle on the skin. It is so hot out here this summer in Austin that you need something that breathes. It's hot everywhere, to be honest, so having something that breathes and cool and keeps you fresh and energetic is so important. It's obviously naturally hypoallergenic, especially as the weather warms up. I find myself reaching for it more and more these days. But it's not just about comfort. It's also about quality. Cotton lasts. That's so important. Nothing worse than having clothing that just falls apart. Cotton lasts and lasts. It holds its shape, and most importantly, it fits my lifestyle. Whether I'm heading to the office, at the gym, traveling from day to night, cotton moves with me, not against me. And when I'm investing in something, especially now as a parent, I want it to be well made and built to last. Cotton checks that box every time. It's reliable, it's elevated, and it just fits how we live. So here's my advice. Check the tag. When it's made with cotton, you're choosing something that's better for your body, better for your skin, and built to last. You'll feel the difference in your skin will. Thank you. Cotton is the fabric of our lives. To learn more, visit the Fabric of our lives.com Again. That is the fabric of our lives. Com. One of the greatest things that Lauren and I have experienced moving to the middle of the country, moving to Texas, is that we are now much closer to one of our favorite places, and that is Miami. And it has quickly become one of our favorite places for an assortment of reasons. First, they have such a great art scene. They have museums, they have exhibits, they have things for kids and adults, whether it's the Perez Art Museum in Miami, the Institute of Contemporary Art in Miami. They also have so many great outdoor activities, Lauren and I. Outside of loving the beach, you can go boating, you can go kayaking, you can go scuba diving, golf, tennis, pickleball, you name it. What I love about that city is everybody is happy. They're fit, they're active, they're in the sunshine, they're moving, they're grooving, and it's just a great time. It's great for family, it's great for a adults, it's great for kids, and there's always something to do. And let's not forget about the culinary experience. There are so many incredible restaurants in Miami. In Greater Miami and Miami beach, there is always mouthwatering meal around the corner. With Michelin starred restaurants, food trucks and local favorites, you can pretty much throw a rock in any direction and hit a great restaurant. We spend a lot of time over there now. We have a lot of friends that have moved there. Many people are familiar obviously with Miami beach, but there's also downtown, the Design District. There's also Little Haiti and Miami Springs. So check Miami out. Learn more. Visit www.findyourmiami.com Again, that's find your miami.com. hello everyone. Big announcement. I am in love once again. Don't worry, Lauren. It's not with another woman. It is with a straw. Tequila. This has quickly become my go to Tequila of the summer. It is so versatile. I'm making all of my margaritas with this, I'm doing my tequila sodas with this, and of course, my famous Paloma. This Tequila has got such a strong place in my heart because here's the thing, it is versatile, it is tasteful and it doesn't break the bank. I've been gifting this to my friends, I've been gifting it to family, and more importantly, I've been drinking it all summer long and really enjoying my time doing so. So let's talk about a straw. I've been sharing more and more about a straw on this podcast and on my social platforms. They come in three different bottles. They have what I have right in front of me here, the reposado, which happens to be my favorite. They have their anejo and they have their blanco. You can't go wrong with any of them. But I like to personally make my margaritas with the reposado. I like to sip the anejo and I like to do my tequila sodas with the blanco. You can try any or all three of them, so check them out. Astral is my go to tequila for margaritas at home. And it doesn't just taste good, it does good too. Every bottle of Austral Tequila helps build homes for families in need in Jalisco, Mexico. After making the tequila, they upcycle the leftover agave fibers into adobe bricks used to build homes in their community. How cool is that? So when you're sipping a marg, you're also supporting a great cause. Drink Margs do good. What could be better? Housemark Summer is here. Time to stock up. All you have to do is go to www.astra l t e q u I l a.com to find a straw near you. And don't forget the limes. Please enjoy responsibly. A straw tequila 40% alcohol per volume. Diageo, New York, NY how is my skin?

[Michael Bostic]

You know what? This sunscreen, it's caffeinated, it's mineral, and it does not pile under makeup. I applied it today with a damp beauty blender before I got my glam done. And it lays so nicely under like a foundation or a concealer. But here's the thing that I like the most about it. So when I'm off work and when I don't have to do podcasts or Instagrams or content, or I just can just be comfortable. I can wear this caffeinated sunscreen and I still get a really nice tint and a protection. And it looks like my skin is all one even tone, which is nice without all the makeup. It's not like a foundation. It's. It's like the caffeine tightens your skin. It gives you a nice even tone, and it just gives you a little bit of color. So what I like about this sunscreen is the versatility. So you can wear it when you're off and you're running around and you're running errands and wear it with nothing over it. Or you can wear it like I'm wearing today right now, with foundation and concealer over it. So it works both ways. I will wear this when I'm going to the gym in the morning and just wear it throughout the day with nothing else or I will wear it with a full look. I created the sunscreen because I couldn't find a mineral based sunscreen with caffeine in it. Caffeine tightens the skin, it shrinks the pores and I just like how it lays on the skin. And I mixed it with a mineral sunscreen and then we made it SPF 40. So it's a real treatment I think that you guys will absolutely love. Just comes out in a pump, fits in your handbag and it can go through the airport. You can shop [e-mail] and it's the caffeinated SPF. Also, if you're like me and you go through sunscreen quickly, you can subscribe and the sunscreen will get delivered straight to your door so you don't have to worry about it. That's shopskinnyconfidential.com so I think that this is important to show anyone who is working in any kind of company as a junior leveled person. Meaning you started helping me clean up food content and helping me do flat lays and helping me in my closet, and you've evolved into this position. That's a huge position and an really important position in the brand as the director of branding. If someone is at a company and they want to grow the way you've grown, obviously it takes time. That's. We know that.

[Mimi Everett]

Yeah.

[Michael Bostic]

Because it's been what, 10, 11 years?

[Mimi Everett]

Yeah.

[Michael Bostic]

But what are the other tools that they need? What are the things that you think have set you up for success? From going from helping me with food shoots to directing the brand?

[Mimi Everett]

I think you just have to be eager to learn new things and have a good attitude about taking on things that are not in your job description because it helps. You could say, oh, well, I'm doing this now. So you see you're providing more value in that way. And if you learn more skills, that also makes you more valuable. Like I learned graphic design when you started the podcast so I could do the Instagram. And now I feel like I'm like pretty good at graphic design.

[Michael Bostic]

I also think like, you've come on the podcast, you've done the photo shoots, you've done the video shoots, you've helped with product design. Like, the thing that you've taught me the most is that if you want to grow in a brand or you want to grow in a company, the most important thing to do is to constantly be learning new skills. And I use you as an example to so many people who have come Onto the team. It's like, you didn't just sit in the role of. Because you started kind of, like, I would say, like, you were my assistant.

[Lauren Everts]

Yeah.

[Michael Bostic]

And you didn't just sit in that role and be like, I'm good. You decided to add more layers to the onion of your task. Katie's another really great example. Like, she started as an assistant, but she's turned into, like, so much more. She helps us with all different kinds of things, and she's like an octopus.

[Mimi Everett]

It's out of control.

[Michael Bostic]

No, she can, like, she can, like, build something, but she can also help me with my flowers at the house. And she can also.

[Mimi Everett]

She makes her own sourdough.

[Michael Bostic]

Makes sourdough, but also run the office and kind of take over like. Like, projects. Like, she just helped with this project with my office. Like, she's a really great example of someone who's become multifaceted.

[Mimi Everett]

She's resourceful. I think that that's probably the biggest trait if anyone's looking for a job. You need to be resourceful. You need to figure it out. The last thing I would do is come to you and say, I can't do this because I don't know how to. Because you would find. I'd find someone to do it, or I would learn how to do it myself. It's everything. You can get it done.

[Michael Bostic]

Yeah. You have done a really good job of figuring it out. Like, I don't feel like you're. You're never, like, someone who's, like, scratching, like, I need this. I need this. I need this. Like, you always go and figure it out. You outsource it, you delegate, or you learn to do it. Which sister is more stubborn? Which.

[Mimi Everett]

That's a really hard one to answer. I think that it's really hard to get you to hear something sometimes because you have so much going on. I have to hang by the rafter to be like, I'm sinking up here, but I'm stubborn. Where I don't listen to you until, like, 10 times after. I also think that you have this, like, podcast, and, you know, you're like, a. Know it all. You and Michael. I love this conversation. It's like, I get it. It's so real when we're at dinner, and Michael's like, you need to be investing every single dinner. I'm like, ugh, Every dinner.

[Michael Bostic]

He's up her ass to invest in what to invest in, and he's sending her and her boyfriend Drew, like, all of these articles.

[Mimi Everett]

I can't say. I don't appreciate it. It's great. I. I love it. But you know what? I have a financial advisor. I'm not dealing with the money.

[Michael Bostic]

Michael wants you to be your own financial advisor.

[Mimi Everett]

I know. Are you?

[Michael Bostic]

I do my own stuff. But he definitely is the ringleader. I think that he is very financially literate and I could always do a better job.

[Mimi Everett]

I just don't. I'm not that interested in it.

[Michael Bostic]

He's gonna kill you. He's listening. You're gonna get rapid fire text.

[Mimi Everett]

I appreciate it. I think it's coming from the right place, but I'm just saying, you guys are like, know it alls. And so sometimes I want to find it for myself. So I need to fail a little bit to learn it.

[Michael Bostic]

You know why I like this podcast episode, Carson? It's real. It's real. Not that it's not always real. This is real.

[Mimi Everett]

Real. You guys come at me and you're like, joe Schmo told me this and that. I get it.

[Michael Bostic]

It's like Andrew Huberman. Yeah. Unlike science, it's like literally Tony Robbins.

[Mimi Everett]

I'm like, Tony Robbins. Like who?

[Michael Bostic]

I think it's so cool that you were literally, like, helping me with every facet of the brand and now you're running your own division. I think it's awesome. Where can everyone go say hi to you?

[Mimi Everett]

You know, first they should follow the Skinny confidential, and then they should follow me on Instagram. Mimi Everett.

[Michael Bostic]

Mimi Everett. She is here. She's live. She's been on the podcast before. Her and Michael did a dating episode. Go check it out. Yeah, that's a very real episode too. Thanks for coming on the show. Come back soon. Come back while I'm on maternity leave with Michael.

[Mimi Everett]

Okay, great.

[Michael Bostic]

Love it.

[Mimi Everett]

Thank you.