Inspired by her mother who had struggled for the last years of her life with dementia, and what beauty brought to her mother, Margarita Arriagada shares the story of the founding of her company Valde Beauty: including, advice from personal experience: when you try to fit in, you end up not putting forth all of yourself, the origin of the branding, thinking about lipstick as armor that women wear to feel more confident and themselves, her experience in retail, how that influenced her brand, and how the future of retail may be closer than ever, and a personal love for the Amazon Rainforest, and how she was inspired by the giant ants there.