Ep 176 | Lilit Caradanian

Written By Yasmin Nouri

Why Anything Is Possible, the Power of Figuring Things Out & Why You Need to Trust the Universe

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Lilit Caradanian is the founder and CEO of Elcie Cosmetics, an award-winning cosmetics brand, and Elcientials, a simplified, clean skincare brand. 

Lilit had regular 9-to-5 jobs, but she secretly pursued her love for makeup on the side and never thought it could be a real career option. Everything changed when Lilit got laid off from her "dream job" at Disney. It was a wake-up call for her, and she finally decided to follow her passion and open her own makeup studio. Surprisingly, within just a year, her studio became the top makeup school in Los Angeles.

Feeling empowered by her success, Lilit took a big financial risk, self-funded and launched her own cosmetics line called Elcie Cosmetics. It didn't take off right away, but things changed when one of her foundation products went viral. She won the Cosmopolitan Foundation of the Year Award in 2016, and that completely changed the game for her brand, turning it into a multi-million dollar business. From the success of Elicie Cosmetics, Lilit recently decided to launch her own skincare line called Elcientials last year. 

In our conversation with Lilit, she reveals the key role social media played in raising awareness for her brand over the years. She also opens up about her relationship with social media, why she decided to delete her Instagram with over 1 million followers and how it directly impacted her business.  We also talk about how she’s thought about risk throughout her journey when it came to side hustles and starting her business, especially as the primary breadwinner in her family. Lilit also never thought she’d be an entrepreneur and her journey highlights how anyone, regardless of their circumstances, has the power to pursue their wildest dreams.

Show Notes:

  • Growing up with limited economic resources and how it’s shaped Lilit's character.  [04:20] 

  • Her parents’ expectations regarding creating her own professional path. [07:09]

  • What sparked Lilit’s interest in makeup and the beauty industry. [09:17]

  • The importance of social skills in working and interacting with people. [11:17]

  • Lilit’s career journey prior to working at Disney. [12:10]

  • Getting her “dream job” and working in Disney as the procurement finance role. [14:23]

  • Lilit's perspective on being laid off from her job and her struggle to find growth and passion. [15:33]

  • The experience of supporting her family while facing the loss of her full-time job. [18:40]

  • The confidence that comes with pursuing her passion in makeup and beauty. [20:59]

  • Striving for her passion while remaining dedicated in supporting her family. [23:32]

  • The parent’s initial reaction when she decided to go after her passion. [25:28]

  • Lilit's relationship with social media in the past and how it has evolved over the course of 10 years. [27:22]

  • Becoming consumed by social media and reassessing the meaning of influence. [29:11]

  • Choosing to delete her Instagram account despite having millions of followers. [30:30]

  • Filtering out the distractions and dedicating herself to her brand while building meaningful connections with people. [32:03]

  • The inspiration behind Elcie Cosmetics. [35:44]

  • The journey of launching a skincare brand. [39:13]

  • Striking a balance between work and family life; excelling in a career while actively fulfilling the roles of a parent. [43:18]

  • Recognizing the importance of taking breaks and prioritizing rest. [46:40]

  • Lilit's source of motivation derived from her customers. [51:29]

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