About this episode

Jade Beguelin discusses the success of her beauty brand 4AM and its innovative Clean Sheets makeup wipes.

4AM founder Jade Beguelin is on the show letting us in on the beauty news everyone's talking about: her brand's $4 million fundraise, launch into Target, and the sell-out success of the brand's Clean Sheets makeup wipes. After years of bootstrapping, building an audience on TikTok, and tinkering with their product offering, 4AM just found product-market fit in a massive way. Their Clean Sheets wipes have sold out four production runs and grown the business more than 4x year over year. But here's the thing: every dermatologist, skin influencer, and makeup expert will tell you to skip the face wipe. And yet makeup wipes are a top 10 best seller on Amazon. Customers were buying them anyway, ignoring the advice, because sometimes convenience wins. Jade and her co-founder Sabrina saw that gap between what experts recommend and what people actually do, and decided to just make makeup wipes that were better. This premise worked much better than trying to compete on another serum in a crowded category full of innovation. Until now, 4AM was funded entirely by the founders' savings and a handful of $5K–$10K angel checks. The brand launched in 2021 with two serums and a simple mission…

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