I started Beshie in 2024 and was all in on the idea. A self-adhesive lash cluster brand. The product worked. The vision felt clear. And then life got loud in all the ways life gets loud and Beshie just... stopped.
So I paused it and I'm glad I did because launching something half-ass is worse than not launching it at all.
Here’s what’s been eating at me though. I spend my days helping small business owners build foundations for their brands. Vision, mission, values, operations, strategy. I’ve made a whole service out of it because I’ve seen what happens when founders skip this work. They launch into fire. They make decisions from fear. They don’t know who they’re talking to. Everything becomes ten times harder.
And I never did that work for Beshie.
So I’m doing it now, right here, in real-time, in my journal. Come watch me figure this out.
This isn’t a polished case study where I have all the answers mapped out. It’s me sitting down with the framework I teach, asking myself the hard questions, and letting the messy honest answers come up.
If you’ve started something and had to put it down. If you’re sitting on an idea that got buried. If you’re wondering if it’s worth coming back to, this is going to matter to you.
I keep putting this off because I know how much it matters and I want to do it right, not just do it.
I have my coffee and my notebook and the framework in front of me. I’m going to stop thinking of Beshie as that thing I started and start thinking of it as the thing I’m building.
If Beshie was wildly successful five years from now, what would your day look like?
I see Beshie as recognizable. Not Sephora yet (though that’s the long-game) but recognizable enough that people know what it is and what it stands for. They know it’s for people who want quality lashes without the gatekeeping, without sitting in a chair for two hours, without needing someone else’s hands to make it work.
I see myself as the face of it because that’s the whole point of Beshie. It’s founder intimacy. You’re talking to your bestie, not some faceless brand. My voice is in it, my story is woven through it, people buy it partly because they trust me.
I see the product in multiple sets. Different looks, different vibes, but all grounded in that 5-minute promise and durability and the fact that this is a community thing, not just a product thing.
And I see myself lighter about it. Not burnt out. Not solo-operating from my kitchen into exhaustion. I see systems that actually work, operations that don’t require me to be everywhere, revenue that doesn’t demand my entire life.
My day looks like this: I wake up and I’m present with my family. I do the agency work because I love it and I choose it. I spend real time on Beshie strategy and content and community. But I’m not drowning. I’m moving.
That’s the vision. A recognized brand that’s founder-led but not founder-dependent. Revenue that matters alongside the agency. Community that feels real.
Mission is the present tense version. Not the dream, the work.
Who do I work with? People who want lashes that work and aren’t interested in sitting in a chair for two hours or learning a whole skill set. People tired of extensions because they’re expensive and time-consuming and they damage your lashes over time. People who want to feel beautiful and put together without sacrificing their time or their values around gatekeeping.
What are they struggling with? They’re tired. They want a shortcut that doesn’t feel cheap. They want to feel confident in how they look without beauty demanding so much from them. They’re frustrated that lash beauty has been gatekept forever, like you either commit to two hours in a chair or you commit to learning a whole technique.
What do I do for them? I make it possible for anyone to have lashes that last multiple days with no special skills. Five minutes. Self-adhesive clusters. Reusable. Durable. No damage. No dependency on someone else’s hands or expertise.
What changes for them after they use Beshie? They realize they don’t have to sacrifice time or money or control for beauty. They feel more confident. They start believing that shortcuts don’t have to come with compromise and they become part of a group of people who are done accepting “that’s just how it is.”
Why does Beshie exist? Because I believe time is the most valuable resource we have and beauty has been stealing it from women for too long. Because I’ve loved lashes my whole life and I wanted to make them accessible. Because I’m tired of gatekeeping and Beshie is me saying this is for everyone. No special skills. No hours in a chair. No permission needed.
So the mission: I help people who are exhausted by time-consuming lash options and gatekeeping discover a five-minute lash solution that gives them durability and confidence and access, so they can have beautiful lashes without giving up their time or their values.
Values are the things you don’t compromise on, even when it’s inconvenient or expensive or harder.
I think about moments where I felt proud of how I handled something. When I closed Dalaga, I looked at what was real, made the hard call, and I owned it. No excuses, just honest acknowledgment that it wasn’t working and I was done. Anyone who’s been in the same situation knows and respects that.
I think about moments where something felt wrong in my bones. Usually it’s when someone tries to tell me compromise is necessary or when gatekeeping gets dressed up as “premium” and “exclusive.” I built Beshie because I found a solution that works better for me and I wanted to share it with people who felt the same way.
My life mission is something like: build things that matter, own my decisions, never ask anyone to accept gatekeeping as normal, show up real, protect my time fiercely, build community over hierarchy.
For Beshie, my core values are:
Accessibility. Non-negotiable. I don’t want Beshie to become “exclusive” or “luxury” in that way that means you have to have money or permission to access it. It’s for everyone, always.
Honesty. No corporate BS. I show up as myself, no filter. If something doesn’t work I say it. If Beshie has a limit I own it. If I mess up I fix it publicly.
Time freedom. Time is the point, and not just as marketing language. Every decision has to honor that. Does this ask more from the customer? Does it demand skills they don’t have? Then we reconsider.
Real community. Group chat energy, real conversation, real mistakes, real wins. Not Instagram perfect, not TikTok trending. Real people talking to real people.
I’ve been saying “Beshie is for everyone” and that’s true in spirit but it’s useless for strategy, so let me get specific.
Income: She’s making good money. Not ridiculous money but comfortable enough that she’s not choosing between a lash set and rent. She probably spends on wellness and skincare and things that make her feel good.
Age: Probably 30 to 50. Old enough to have tried extensions and realized the time and money and damage aren’t worth it. Young enough to be on social and open to new things but not chasing youth like it’s her job.
Career: She’s established. Might be a founder, might be corporate, might be creative. But she’s past the entry-level hustle stage and she has some control over her time and choices.
Lifestyle: She prioritizes wellness but not obsessively. Works out probably, cares about skincare, invested in feeling good and looking good but she’s tired of how much work it all requires. She has other stuff to do. She’s not spending her nights scrolling lash tutorials.
Personality: Confident enough to try something new even if it’s not mainstream yet. A little rebellious about conventions, she doesn’t need extensions if they don’t serve her. Honest with herself about what she wants. Not performing for anyone. Good sense of humor, can laugh at herself.
Places: Canada or US mostly, so shipping makes sense. Shops online often, probably follows indie brands, reads Substack, gets recommendations in group chats.
What she’s NOT: She’s not someone who needs extensions for an event or emergency. Not intimidated by trying new products. Not someone who needs a guru to walk her through everything. Not someone who thinks “luxury” and “exclusive” are personality traits.
She just... gets it. Gets that time is precious, that beauty should be accessible and fun, that Beshie is for people like her.
Sitting with all of this, Beshie is finally coming into focus.
It’s not just a lash product. It’s a philosophy about time and access and who gets to have beauty without jumping through hoops. Time freedom, accessibility, founder intimacy, community over hierarchy, real over perfect.
Every decision from here on out has to honor that. The product, the pricing, the content, the community, who I partner with, what I say yes to and what I say no to.
Rebuilding it this way, with intention, feels completely different than the chaos of the first launch. Clearer. Lighter. Like I actually know what I’m building and why.
I’m ready to move.
xo, lj
How are you rebuilding something you paused? What would you see more clearly if you just took the time to work through it? Come back to it. Do the work. The timing might be right.