Shaving isn’t exactly simple. Practice makes it easier, of course, but there’s a certain finesse around the act itself—and not to mention, so much societal pressure. Hairless limbs and everything in between have been seen as a beauty standard for generations, and adjectives surrounding the habit, like “perfection” and “ageless,” are tacked on as coded gold stars.
Karen Young kept up this grooming routine for years, and similar to many adults, she also grew accustomed to the less-than-photogenic effects of shaving. Bumps and ingrown hairs were a typical occurrence for her, and once she was an executive at Estée Lauder, Young was tired of the whole thing. Not only did she wish for a better razor, but she also pictured a better way to market it.
After doing a lot of research—in which she discovered that the overall messaging around razors hasn’t quite changed since the 1950s—Young launched Oui the People’s signature product: a single-blade razor that’s specifically suited to protect skin as it shaves.
She partnered with German and American engineers to build its sleek frame, and sold it with a message that empowered women as it taught them the virtues of a simpler, sturdier razor.
Young decided to take a stance by not using the antiquated terms “flawless,” “anti-aging,” and “perfecting” in any of their product and marketing campaigns.“You don’t have to shave, you beautiful person you,” the packaging essentially said. “But if you want to, here’s how to do it so that it feels good, rather than a chore.”
In the three years since Young started Oui the People, it’s grown a cult following and a chorus of praise. Not only do women love the products, which have expanded to every shelf in a bathroom or bedroom, but they also see themselves reflected in the brand. And that’s exactly what she set out to do.
How did you make your first dollar and what did that job teach you that still applies today?
My very first earned dollar came in college, when I was working for an entrepreneur who owned a tiny sarong shop in New York City’s SoHo neighborhood. The first lesson I learned was to ask for what I wanted. I was window shopping with a friend, wandered into the store, and fell in love with the owner’s sense of style. I was also impressed because even in the dead of winter, she managed to sell sarongs. I struck up a conversation with her and asked if she was hiring. I had my first retail job a few days later, and eventually I learned my second lesson: how to sell a sarong in any weather.
Take us back to the beginning—what was the lightbulb moment for OUI the People and what inspired you to pursue this path?
It started simply with a razor, which I had no idea would become our first hero product. I suffered from razor burn and ingrown hairs, yes, but more so I hated the way women were spoken to by the companies making products for us. I was turned off by products that insulted my intelligence, that promised fallacies, and sold to me as if I were a sheep instead of a thoughtful human. I wanted to build a brand that recognized intelligence, inclusivity, culture, and humanity. I wanted to speak to consumers from that perspective, not from a boardroom where it was assumed everyone wanted to look like a knock-off of one monocultural template. Every founder needs to have a mission to hold on to when it feels like the world is collapsing around them, and that’s mine.
How are you making a difference with OUI the People and pushing the beauty industry forward?
I see people for who they are, not who we want them to be. My goal with OUI the People is to see that mindset blossom through our brand, our messaging, and our imagery. We’ve also taken a stance on not using the antiquated terms “flawless,” “anti-aging,” and “perfecting” in any of our product and marketing campaigns. Somewhere a stodgy old marketer is rolling his eyes, because “anti-aging” is the most massive category in the beauty industry, but we’re holding steady for a modern world.
Entrepreneurship is all about taking calculated risks. What’s the most pivotal risk you’ve taken, and how did it change your path?
Leaving my cushy position at Estée Lauder, a well-known company whose employees generally remain for decades, felt like the biggest risk I’ve ever taken. It was on the cusp of building OUI into a breakout success, but I didn’t know that was around the corner. And by around the corner, I mean it took another three years, which were marked by fundraising struggles and growth issues, to be known as a breakthrough brand.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
Much of our challenge this year came from the unprecedented growth of ecommerce as shopping moved primarily online almost overnight. Our renewed version of success included being as transparent as possible with our customers as we grew a young business in the midst of a pandemic. We faced supply chain issues, and truly, we did that as we related to the fear and worry we were all suddenly facing as one human race. We didn’t shy away from our humanity as a company, and as a result, we’ve had a great year despite the challenges.
Going after what you deserve in life takes confidence and guts. Does confidence come naturally to you or did you have to learn it? What advice can you share for women on cultivating confidence and going after their dreams?
I don’t think confidence comes naturally to anyone, if it does, teach me your ways. The crazy thing about these instances where you need a confidence boost, like entrepreneurship or going after a dream, is that you have no idea what to do in “the gap.” People talk about taking the leap, but it’s not the leap that’s scary, it’s the gap where you’re suspended between points A and B. That gap is filled with all of our worst stories about ourselves—that we’re weird, or not smart enough, or too different. Cultivating confidence really means taking the leap despite the awful stories that wait in the gap. Instead of focusing on the negative, I focus on the vision I’ve built, and the reason I wanted to take the leap in the first place: my family, my freedom, and my creativity. I let those things charge me forward.
What has been the biggest learning curve throughout your career?
Helping people grow in their roles and being transparent as a boss is probably the biggest learning curve I’ve experienced thus far. You can break everything else, but no one wants to break people.
For those who haven’t started a business (or are about to), what advice do you have?
I recently came across the simplest, most profound statement that I now recite every time I get scared: “When you learn to drive, you need to focus on the road, not the wall.” The multitude of decisions a business owner makes day in and day out can wear you down, and likely in the early days you’re making the call on all of them. Focus on the road, not the wall, and you’ll make decisions that are tied to the greater vision and growth of your company.
With success comes opportunity, but that also means you have your hands full. What keeps you inspired and motivated to keep going even on your most challenging days?
Our mission keeps us motivated, and honestly, we feel an absolute joy in what we do, the products we make, and the customers we have. They get me up everyday. I want to get our products in as many hands and homes as possible, and that allows me to understand when to say, “no,” “later,” or “yes. “
What advice do you have for other entrepreneurs? How can they achieve the same success you've experienced?
You have to be tenacious. This can’t be taught, but if you have it in you, you will likely breakthrough to success. Before that, it’s important to define success on your own terms so that you don’t get swayed by others. Once you do, you can be tenacious and relentless in that pursuit.
What's the one productivity tip or work hack that truly changed your life?
Quality sleep—make it a priority and do anything to protect it. When you get off track, and you will, prioritize it again.
What is the #1 book you always recommend and why?
When Things Fall Apart by Pema Chodron. It’s not a business book, but as entrepreneurs, the place where we fall down the most is often in managing our own psyches.
If you could go back to the beginning of your career journey—with the knowledge you have now—what advice would you give yourself?
The things that feel so serious are just not that big of a deal. You will live to fight another day.
Fill in the blanks:
My perfect day begins with…
Meditation and matcha.
The best career advice I always give is…
If it keeps you up at night, if you can’t think of anything else, you owe it to yourself to try.
To be successful, you need to be…
Patient and tenacious.
Three qualities that got me to where I am today are…
Tenacity, curiosity, and creativity.
The change I’d like to see in my industry is…
We stop telling women that they’re worthless as they age.
