Lessons from viral makeup brand Youthforia on growing a startup beyond founder's fame

"The marketing up until now has primarily just been Fiona talking about TikTok, which is fantastic in terms of transparency and people understanding the brand and feeling like they can relate to her, but it's not scalable," Shim says.

"understand what her vision for this brand is and what has she poured of herself in here that I can take and then scale."

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