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Dollface Mitzi Reaugh of Good Looks


What’s a typical work day in your life?

Being an entrepreneur is so much fun and it seems every day is different. Our biggest focus at GoodLooks right now in building a marketplace is bringing in top quality personal stylists and a great client base. My day ranges from talking to stylists, working with our marketing team on customer outreach, blogging, fund-raising, and working on our product. It’s varied, challenging, and thrilling.

How do you describe the work you do?

GoodLooks is a marketplace connecting successful women with a network of vetted personal stylists. We want to help our users look and feel their best. Today we feature the largest selection of personal stylists who provide in-person services such as personal shopping, closet cleanouts, and styling services. Our services are available in Los Angeles, New York, Chicago and San Francisco.

What kind of experience led you to the path you’ve chosen for your career today?

I grew up in the Bay Area and always planned to start a company in the consumer digital space. I’ve spent my career working with and launching new products in the space. At NBC Universal, I worked on forming and launching the ground-breaking Hulu venture. I also ran iVillage’s consumer health offering. At Miramax, I led the growth of our social media business from 4M uniques to 75M+ uniques and also oversaw our company blog. So… I guess you could say it’s always been in the works…

What was/is the toughest thing about starting your business?

I think Day 1 is the hardest… What are you going to call the company? What are you going to do? Who’s going to help support and fund it?

What made you decide to create your own company?

It’s always been a plan of mine… Ever since I was 10 years old playing in my room, I would always pretend to be running my own store. The hardest decisions was deciding when to do it. It seemed like the right time when I learned all I could from big corporate life and was ready to take on a new challenge.

What excites you about Los Angeles right now?

Everything – so much excitement. Great new companies blending tech, media and commerce. Delicious restaurants. Unique retail experiences. And the beautiful surroundings. I love LA.

Who do you admire in business and why?

I admire what Jessica Alba has built with the Honest Company. Her products hit on a consumer sentiment that others missed. And she has built an authentic brand.

What do you think are the biggest challenges and opportunities for female founders?

I’m a big believer in all types of diversity, gender, race, backgrounds because I’ve seen (and the data shows) that companies with a diverse team perform better. As female founders, we can bring experiences to our companies that others miss. I believe we currently have a unique opportunity to further expand women owned businesses so that it’s no longer a novelty but the status quo.

 What surprises you most about being your own boss?

How excited my six year old twin daughters were for me to start a company. They tell everyone I don’t have a boss! It’s adorable.

If you got an entrepreneurial do-over, what is the one thing you wish you would have known or would have changed?

The momentum at GoodLooks accelerated when I brought on my partner, Cynthia Rupeka. There are so many decisions to make each day and a partner can make such a difference to really seeing growth in the business.

Is work/life balance a myth or a reality and how to you keep grounded?

For me, I find the balance by doing work that I love. It makes it feel less like work and more like an opportunity to grow as a person (and hopefully build a successful business!).

My most important way to stay grounded is some sort of exercise every day – even if it’s just a 20 min walk. It’s the only way I can keep my mind clear and not feel frazzled.


“Everything in moderation, including moderation.” Oscar Wilde

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