Seamless Episode 6: Her Way

OUAI wave spray provides a natural and “undone” texture to your hair.

O-U-A-I, but it’s pronounced “way.”

This is the name of the once of the fastest-growing online haircare companies, and they’re changing the roots of hair treatment.


In this episode of “Seamless,” Burgundy Fox intern Nicole Fallert spoke with Brittney Barrett, Director of Digital at Ouai. She spoke about building a brand, content strategy and creative teamwork.

Follow Brittney on Instagram @microsoftpaint and Nicole @nflrt6789. Got questions or comments about Seamless? Contact







Seamless Episode 2: Theorize Your Style

Join us and Lisa Rosado, founder and creative director of The Style Theory, for Episode 2 of Seamless: Theorize Your Style

Seamless is back with Lisa Rosado, founder and creative director of The Style Theory.


Her site is a go-to destination for lifestyle, fashion and beauty inspiration. Burgundy Fox is a total fan of Rosado, who is championing the work-life balance with grace and confidence.

In this episode, we talk support systems, growing pains and summer style tips.


Hey! It’s Nicole and welcome to Seamless.

I’ve always struggled with the idea of personal style, especially because my own look has gone through so many phases, from trendy middle school mall queen to something that was apparently London grunge…I’m making air quotes.

Now that I’m a woman (air quotes again), it’s time to settle on an aesthetic. So, I talked with Lisa Rosado, founder and creative director of The Style Theory, a website for fashion, lifestyle, beauty and shopping. On top of that, she features super cool ladies on her site and knows a thing or two about supporting fellow entrepreneurs. Let’s catch up with Lisa as she shares her own fashion philosophy.

Lisa Rosado: I’ve always been interested in fashion and beauty and that whole world, but it’s interesting because I went to college for acting. While in college, I needed to make money. So I started working in retail because that was an interest of mine. I worked in corporate and realized that wasn’t an interest for me and started working at boutiques I did that for about ten years and started managing and buying and realized I loved buying and loved interacting with women on a one-on-one basis.

The stores I worked at were very neighborhood, so I became attached to these women and watched them evolve and transform through our conversations and through styling. I just became hooked, and I became really unhappy there because I had attained the highest position possible and it felt like there was nothing more to achieve. I was scared to leave at the same time. I felt like if left something miraculous was going to happen, so I decided to start a blog.

I had a website already and that was my outlet for all things fashion and beauty. About three years into it, I realized I want to start my own thing.

I’ve written it down in several places, but I hadn’t realized from the time of middle school I had been planning this as if it was in my subconscious. I started my site, and it was amazing escape for me.

I left that one job and started working at another place and told myself I wouldn’t do that. And then a year in, I thought, “You know what Lisa? You need to just leap in and start The Style Theory!”

The whole concept behind it is styling your life as a whole happy, so not just fashion and beauty. It evolved into a lifestyle category. I was so drawn to that because I was learning to style my life happy and what brought me unhappiness, because I was unhappy for quite some time. I was realizing I had total control in creating the happiness I had longed for and that we deserve. I feel like so many of us think we are undeserving of everything. So I leapt in, I literally leapt.

NF: What a journey! Especially how you’ve prioritized the mental and personal reaction that comes when you’re in a specific space in a store. You get that same feeling when you’re on your site when you’re in a store. You know you’re buying something for yourself and you’re taking the opportunity to search even for one item. That tone is very hard to emulate online, and I think it’s something a lot of online marketplaces struggle with.

Can you talk about creating an online marketplace because there are so many and it’s very difficult to establish a place that’s not a store, but feels like it?

LR: I had really high hopes because I thought an online marketplace was the place to be at the time. Then I learned that because it’s so saturated, it is incredibly important that you get super clear on your vision and what it is that sets you apart from the rest of the marketplace.

I was in a funk after I finally launched the site and I still felt unhappy. I realized one day that I preach empowering women and sisterhood, but I’m like, “How is this showcasing in my shop?”

It felt like there was a disconnect. If you didn’t know Lisa the business owner and follow me on Snapchat, you wouldn’t know how passionate I was about these things.

I realized that I needed to get more focused and build a bridge between the shop and what drives me. It’s going to take some time, but I’m going to be stocking the shop with pieces created by women moving forward. I’m excited because that’s my passion, but I really think that’s what’s going to set me apart from other online shops, and I think that is so key just to stay strong and tall in your message and I feel like that’s what’s going to set you apart from the rest of the market.

NF: What does make a good online marketplace? Why do we buy things online and what makes that experience exciting and fun? Let’s talk with Leslie.

Leslie Wong: Speaking of online marketplaces, we all know we are living in a world where we are just bombarded with products. A great online marketplace is one that actually curates products for you, learns your preferences, shares brands and products that you love.

I think that one thing that’s emerging is an awareness of the person behind the brand. With Style Theory Collective, that what’s genius. She is building her brand around herself as a woman who empowers and supports other women. She’s curating brands that are also-women led.

On a macro-level, I see a lot of brands putting an emphasis on who the designers are, who the makers are, that’s one thing we do at Burgundy Fox as well, we look for emerging designers who are women or women-founded businesses, and we build a story around that.

You could pick something generic, or you can pick something where you understand the background of the person who is building it and creating the products as well.

NF: Now, back to Lisa

How’d you make sure the you’re inclusive for all women who find themselves on your marketplace?

The shop is a reflection of my personal style. I love super easy pieces, classic with a structural edge. Cuts and silhouettes, minimal. Some things are sweet and feminine. I envision women like myself who are constantly going from meetings to events to everything in-between. I like pieces that transition effortlessly between where I might find yourself through the idea. When you go clean, minimal and quality you just can’t go wrong.

One thing I also realize was that I was preaching to all women yet I wasn’t offering sizes 1x to 3x. We started implementing that. It’s still something I’m learning to navigate. It’s tricky to find something that’s on trend and reasonably price, yet well-made for plus sizes. It actually frustrates me

NF: I’m not a very good online shopper. I order too much, or I order one thing and find it’s not my size and like, write-off buying denim on line every again

What’s your advice when using a high-quality online marketplace like yours, when you want to purchase something stylish and meaningful?

LR: You need to know your measurements. I’m thinking of creating a pdf for this. I take the time to measure each size of each piece so that it helps women shop to the best of their ability

NF: What has been one of the biggest successes you’ve had?

LR: Birchbox. It blows my mind to have collaborated with them several times. This fall, they gave me the opportunity to take over their Snapchat a few times. I adore Birchbox. It’s one of my favorite companies. It’s women-owned and to be a part of their culture and their belief of me…they could have worked with huge bloggers with massive followings, but they believed in me enough to give me the opportunity to talk about myself and promote my business. That is where a lot of my customers came from.

NF: How do you keep yourself creative?

LR: I joined a year long mastermind group with women who are also entrepreneurs. Being able to bounce ideas and have support keeps me in line and creative. They’re like, “Wait a minute! There’s value in that! You should be doing that!”

It’s been cool to know that I’m a creative person and the whole theme is honoring your value and monetizing on it

NF: What’s it feel like to have a monetary return for your creative work?

LR: It’s something I have to get used to. I know that I’m capable and I know I believe in myself and then the subconscious gets in the way. I’ve been able to hide behind selling product for so long but that’s not where my happiness as a whole lies.

That in turn, in realizing what the next step is, it’s actually being more vulnerable and putting myself out there a lot more.

NF: What’s it feel like to put out your creative work, and then receive a monetary return?

LR: You don’t know whether or not people will accept your creative work, and I think that’s a big question for creative thinkers.

I’m through it right now but there’s something to be said about it being uncomfortable, its growing pains. I think what an injustice we would be doing by not sharing our stories and our gifts and our passions with the world. Some weeks are fantastic and then you have a couple days when you’re like “what am I thinking? can I do this?”

We all have something valuable to offer this world and I’m convinced of it. I try to remind myself of that when I freak out. It’s like, people need you!

NF: Final question, what’s a summer style tip?

LR: Having a straw hat is such a necessity for me. It protects you from the sun and transforms your entire look. It totally makes me you look like a badass and who doesn’t want to look like a badass?

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Seamless Episode 1: Beauty In The Palms Of Your Hands

Tune in as Burgundy Fox intern Nicole Fallert catches up with Rita Ravindra, founder of MiaMia Beauty.


Ravindra’s app is your new best girlfriend, here to recommend the best and newest beauty products. Users can store specific items for later reference so that you’ll never forget that perfect eye shadow again.

MiaMia is high-brow and low-brow: Ravindra’s mission is to let busy women curate their favorite looks so they never have to waste time scrolling the world wide web for that one eyeliner they saw that time on that one blog. Safe to say that Ravindra is using technology to make personal beauty seamless. What a fox!



Hey guys! It’s Nicole here and welcome to Seamless. We aren’t friends yet, but I know that we will be. It’s important that I share the fact that I’m pretty obsessed with beauty products.

The other day I was in Sephora with my girlfriend and I drew a blank. I knew there was a specific skin serum I had wanted to recommend her, but I couldn’t remember the name for my life.

That’s where Rita Ravindra comes in. She’s the founder of MiaMia, a new beauty app designed for sharing products. You simply sign up, take a style quiz and start collecting products to purchase and share. You’ll never forget that one product name again because it’s always on your phone.

I caught up with Rita just after she’d come back from the gym, and she’s still nothing short of glamorous. Here’s our conversation.

Rita Ravindra: I just got back from the gym like a half ago, so you’ll have to excuse me

Nicole Fallert: No that’s okay it’s been a busy day on our side too! My first question is why you started MiaMia

RR: My background is in finance, so right out of college I got bit by the tech bug pretty quickly after graduating and been in tech for a long time and was always a really good number two.

I helped the CEOS raise money do business development deals, manage finance, manage HR but then I’d always had this idea and it stemmed from personal experience. I’d worked on a blog and transitioned it to a newsletter for women and it just baffled me that there wasn’t app out there where I couldn’t just simply manage my inventory of products, make looks with them because that’s what I do, and then share with my girlfriends.

That’s what I sought out to build: a social platform because women have upwards of 40 different beauty products spanning skin care hair care and makeup.

NF: Don’t you think that’s interesting the interesting the way that women buy things is really social? Most of the time I’m buying food or clothes or makeup, I’m with at least one friend.

RR: Exactly. If you aren’t with them physically, you’re with them digitally and you’re texting or emailing. That’s why we built this platform because that behavior already exists. We aren’t looking to change consumer behavior, we are just helping to facilitate it in an easy way by making it digital.

NF: What can you say about the intersection of beauty and tech. There aren’t a lot of beauty apps as applicable as yours and what do you think that intersection represents?

RR: The way I think of it is that your phone is very personal. It has your contacts, texts, emails, Facebook, Snapchat and Instagram. Beauty is also personal, and I view them as one as in the same because they’re both very personal to women. It would make sense that you would have everything you do for beauty on your phone. We live and breathe it. Some people might not relate to this, but we wake up, we wash our face, we put on skin care products, we put on make up, we take off our make up at night, we put on skin care products and we do stuff for our hair. Beauty affects us everyday, which is why I felt that it needed to be in app form and very accessible.

NF: How do you make sure the products available on your app are accessible and inclusive for all women?

RR: That was always very important to us from the get go because we wanted to make sure MiaMia included all products as many as possible we integrated with a company that allows us to have a product database of 100,000 different beauty products.

We have a style quiz where we ask our users for their skin tone, their age their beauty concerns and how much make up they wear and over 80% of users fill out that style quiz.

NF: Pause. I decided to join that 80% and experiment with what it would be like to take MiaMia’s style quiz. I’m here with the app and we’re going to go through the process together.

We are going to select sign up with email and put in Burgundy fox. It asks for a bio, a website, a photo and you can also integrate this app with your Instagram, find contacts on your phone or invite a friend to join through an email or text.

I’m going to go ahead and follow Rita because she’s a friend of the pod and I know she’s got really great style.

Let’s take the style quiz.

Questions #1: How much make up do you typically wear?

Hmmm it’s a Wednesday, I’m a little tired…let’s say medium. Which represents your skin tone? There are six different paint brush strokes representing skin tones and I’m going to pic light medium.

Question #2: What are your main beauty concerns?

What’s not a beauty concern…definitely sun protection, definitely dark circles…haven’t had my coffee yet, and a little bit of oil.

Now MiaMia asks how old you are and this is important information because age directly informs the status of our skin and what our skins needs.

Okay, now we can start using the app. It says “let’s start by finding products you love tap the hear tot love and save to your profile.” Easy.

You have five tabs at the looks, activity, me, add and search. In looks you can look at other’s looks they’ve posted online and you can like them and share them online.

The “Looks” tab is organized so that it’s in categories: all looks, date night, eyes, lips, skincare, face, hair and nails. It goes on.

If you click on the activity tab, you can see what people you follow have posted recently and then if you go to your own page you can look at what you’ve liked the products you’ve tagged for purchased later

On MiaMia, you can purchase products such as makeup skincare, haircare, fragrances, bath and body, hair accessories, and beauty tools. You can also search by brands or product category.

Let’s pick skincare [as a product search category] because that’s something really important to me. And just like that you have so many products right in front of you including Glossier Generation G, a favorite product of mine which you can then share, go directly to the site to purchase and also read reviews. I think one of the strengths of MiaMia is that you are not only integrating into the purchasing process but you’re getting reviews firsthand from users who are experiencing these products.

It’s safe to say I’m hooked on this app. Now back to the pod.

NF: How frequently do you find yourself analyzing the number of of shares, the number people who have signed up and style quiz responses?

RR:  That’s really where we have a ton of value in MiaMia is our data. Every single user interaction is logged not to sell or make public, but to make sure it’s a more usable tool for our users.

NF: What has surprised you the most about this data?

RR: What has surprised me is that so many people are willing to give personal information because they realize this will help the tool become more personalized. I’m also surprised by the amount of shares that occur within the platform. When we started this we felt that beauty was social, but to see it in the data really validates our original thesis for the company.

NF: Can you talk about what it’s like to work with advisors and what that relationship can be like?

RR: It’s really important to have advisors. One advisor doesn’t fit all needs. One may be from the industry, one may help with marketing, one may help with partnerships or finance. I definitely don’t know everything. This is my first business. I really want to lean on my network and lean on experts.

NF: That says so much about the fact that not only are you building your company, but those advisors are able to build their strengths by giving their advice to you. That’s a cool reciprocation.

How do you think technology will continue to influence the beauty industry?

RR: I’m fascinated by consumer intelligence with it comes to virtual reality and augmented reality. I think those will weave their way into the beauty digital experience. The question for me is whether or not the consumer is ready for it. Although I may try on a look from an app, it doesn’t mean I’m going to make a purchase. I probably want to lean on my friends or see if they have tried the products.

NF: What has it been like being an outsider to the beauty industry?

RR: Because I’m so data-driven, I’m really thinking about the business model and monetization and how to bring in costumers in a cost-efficient way. All my finance and business development background really helps the business. I really need to lean on the beauty industry experts to navigate and connect. We rely on them to create content and looks.

NF: What has been one of the scariest parts of starting this business?

RR: I’m self-funding the company so it’s very risky. We were able to release a good product in our version1 and the scary thing how do we keep it growing and also because I’m dipping into my savings so every day is scary as to whether is this going to be successful or not

What phone call or email will I have today that will share the company’s course?




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