Ep 15: How Michelle Hu Built Étoile Into a Multimillion-Dollar Beauty Accessories Brand

from The Beauty Sessions · host Sophie Blowfield

In this episode of The Beauty Sessions, Sophie Blowfield sits down with Michelle Hu, founder and CEO of Étoile - the beauty accessories brand that's brought calm to the chaos of our beauty routines. What started as a chaotic morning in 2016 - getting ready in the dark with shocking lighting and constantly misplaced items - sparked the idea for a business that would transform how we organize and experience our beauty rituals.Michelle unpacks the scrappy early days of building from her bedroom with pixelated imagery and a living room converted into a warehouse, the moment she nearly ran out of cash and questioned if she'd make it, and the game-changing iPhone timelapse video that went viral and catapulted sales. Tune in to discover the strategic insights behind turning everyday beauty chaos into a multimillion-dollar solution, why scrappy content can outperform big-budget production, and how Michelle's approach to intimate, transformative beauty rituals is reshaping the accessories category.I hope you enjoy!Follow The Beauty Sessions on ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Sophie Blowfield on ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠Follow Étoile on⁠⁠ ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠

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This episode is 32 minutes long.

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This episode was published on November 19, 2025.

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