💗 Our heart is with L.A. Here’s 5 brands jumping in to support + how you can too:

Let’s continue to stand together, offer support, and spread hope 🩷

COLLABS: in the latest sign of their crazy growth your fave pre-biotic soda brand just launched a new Target apparel line allll under $30 ( & a limited-time flavour sold only there - smart!!)

PROMOTION: Ulta crowns Kecia Steelman as its new CEO, effective immediately 💅

LAUNCHES: Kristin Juszczyk Partners With Emma Grede to Launch Off Season (a super cute apparel brand) & Brooke Shields’ Commence launches first brand campaign

ACQUISITIONS: Tangle Teezer has been acquired by Bic for $210M (after doing $75M in annual revenue) & Vera Wang has sold her namesake brand to WHP Global after 35 years (and doing $700M+ in annual sales) for an undisclosed amount

SOCIAL MEDIA: Zuck says Meta will replace 3rd-party fact-checkers with community notes which I predict will mean a lot more unhinged content across the board

INSPO: At the Golden Globes Demi Moore was recognised for her acting for the first time in 45(!!) years showing us it’s never too late to have your first career

Theory: The Dunning-Kruger Effect is the cognitive bias (when our brain goes a lil shady on us) where people with little knowledge on something tend to way overestimate their abilities. And those with expertise end up doubting themselves.

In short: the less you know, the more confident you are. The more you know, the more you realise how much you don’t know. Sound familiar?

It hit me this week how real this is for the women in my life. Ever been in a convo with one of your gfs and you just cannot believe they don’t see what you see? They’re so good at something, but they keep doubting themselves. And that doubt leads to inaction, even though you know they’d absolutely crush it…..

But hey, you can’t blame them. We’ve all felt that sneaky little voice creep in: “WTF… Do I even know what I’m doing?

Spoiler alert: yes you do. Feeling unsure doesn’t mean you’re unqualified, it just means you’re growing, learning, and you care deeply about what you’re building.

The truth is that many women underestimate themselves, even when they’ve got the experience, data & receipts to back it up. Meanwhile other folks (ahem the loudest guy in the room) confidently oversell without half the expertise.

Why it matters: many women around me (moi included 🙋‍♀️) are caught in the Dunning-Kruger Effect’s second wave: where competence leads to doubt. But here’s the thing: That self-awareness? It can really be your superpower. It’s what keeps you sharp, adaptable, and committed to constant improvement.

So, this piece is my metaphorical shake up to all my gf’s. The next time you feel like you don’t have all the answers I want you to remember that you’re in good company. Every expert once stood where you are: doubting, learning, & importantly, srsly growing.

Real confidence doesn’t come from pretending to know it all. It comes from showing up, staying curious, and doing the work.

Bestie, embrace the self-doubt. It means you care. It means you’re growing. And it means you’re doing the work to become the kind of person this world needs.