How I Built This Advice Line: Vicky Tsai of Tatcha on brand, community, and self-doubt

Executive overview

Early-stage founders often chase retailers and influencers before they have a loyal customer base — and that sequencing kills momentum. Vicky Tsai, co-founder of Tatcha, argues that retailers come to you once your community is on fire, not before.

Build the community first; the distribution will follow.

Vicky Tsai's founder story

• Left corporate finance with no plan — just certainty she couldn't continue
• Stumbled onto Tatcha after a trip to Japan and discovering geisha skincare rituals
• Stepped down as CEO in 2018 after private equity pushed for a "seasoned" team — triggering imposter syndrome
• Unilever asked her back in 2021 to lead a turnaround during COVID and amid AAPI hate
• Returned with less self-doubt, more conviction; installed a diverse leadership team before stepping back again

Caller 1 — Jessica Liu, Petite Enjou (handcrafted fine jewelry)

• Challenge: visibility for a high-price-point, handmade jewelry brand in a saturated market
• Lead with craftsmanship — show the making process on TikTok, not just the finished product
• Sampling out of budget; turn existing passionate clients into ambassadors instead
• Shift to a drop model (one-of-each) to manage capital tied up in inventory
• Target trunk shows over craft fairs — price point and audience are mismatched at craft markets
• Partner with complementary clothing or bag brands to cross-share email lists

Caller 2 — Brittany Lowe, Bayah (intimate skincare)

• Challenge: what to prioritize when building a skincare brand aimed at retail and QVC
• Femcare is a hot, growing category — good timing gives tailwind
• Retailers get pitched constantly; get them to come to you by breaking through with customers first
• At $1M revenue with a tiny team, the first million is the hardest — protect margins before scaling into retail
• QVC is consignment: unsold inventory returns at $4–5/unit repack cost — high risk for a self-funded brand
• Entering retail too early, without existing demand, risks a "scarlet letter" that blocks future fundraising
• Low-budget, funny video content (Dollar Shave Club style) is the path to organic viral reach
• Co-marketing with dating apps (Bumble, Tinder) could extend reach into the core audience

Caller 3 — Devin Klammer, Mugsy Bakes (single-serve gluten-free mug cake mixes)

• Challenge: building buzz and community from zero before a national direct-to-consumer launch
• End goal is grocery distribution — reverse-engineer the strategy to earn that invite
• Start hyper-local: farmers markets and food fairs with a live microwave demo
• Short-form video of the "watch it rise" moment in the microwave mirrors viral bread-baking content
• Gifting programs and occasion-based kits (birthday, "sorry your boss sucks") create shareable moments
• A branded or reusable mug bundled with the mix adds a Jiffy Pop–style experience layer
• Health credentials (both founders are healthcare workers) are a differentiator alongside convenience

Closing advice from Vicky Tsai

• Self-doubt is like carrying a backpack full of boulders — it makes everything harder and is unnecessary
• Stop asking "can I do it?" and commit to "I will do it"