The Creator Economy's Quiet Architect: Adam "Riv" Rivietz on Building #paid, $50M in Creator Payouts, and What Brands Still Get Wrong

What does it actually take to build the infrastructure behind the creator economy, not just talk about it? This week, I sit down with Adam "Riv" Rivietz, co-founder and Chief Strategy Officer of #paid, one of North America's leading creator marketplaces, and a Forbes 30 Under 30 honouree.

Riv has spent over a decade turning creator marketing from a "free product" side deal into a legitimate profession, with real payment terms, USD payouts, and tools built from the ground up. #paid has now paid over $50 million to creators, and Riv has been evangelizing the space globally since before most brands knew what an "influencer" was.

In this episode, we get into all of it: the difference between influencers and creators (and why it matters), the Virgin Voyages x TikTok creator cruise that generated 108 million views, the Creator Calendar and why brands are now "upfronting" life milestones like weddings and pregnancies, what the 2026 Creator Signals Report reveals about shifting content trends, and how AI is reshaping every layer of the industry.

We also talk about what it's like to be a founder who's not the CEO, why Riv is also an ordained minister and children's book author, and what he'd whisper to any founder entering this space today.

Topics covered: Creator economy infrastructure · Brand education · Creator-first payment models · Forbes 30 Under 30 · Creator Calendar · Swan Beauty viral moment · AI and synthetic influencers · First-party creator data · Founder life post-Series B · The future of #paid

Connect with Riv: [#paid / LinkedIn / Instagram @hashtagpaid]

The Creator Economy's Quiet Architect: Adam "Riv" Rivietz on Building #paid, $50M in Creator Payouts, and What Brands Still Get Wrong
What does it actually take to build the infrastructure behind the creator economy, not just talk about it? This week, I sit down with Adam "Riv" Rivietz, co-founder and Chief Strategy Officer of #paid, one of North America's leading creator marketplaces, and a Forbes 30 Under 30 honouree.
Riv has spent over a decade turning creator marketing from a "free product" side deal into a legitimate profession, with real payment terms, USD payouts, and tools built from the ground up. #paid has now paid over $50 million to creators, and Riv has been evangelizing the space globally since before most brands knew what an "influencer" was.
In this episode, we get into all of it: the difference between influencers and creators (and why it matters), the Virgin Voyages x TikTok creator cruise that generated 108 million views, the Creator Calendar and why brands are now "upfronting" life milestones like weddings and pregnancies, what the 2026 Creator Signals Report reveals about shifting content trends, and how AI is reshaping every layer of the industry.
We also talk about what it's like to be a founder who's not the CEO, why Riv is also an ordained minister and children's book author, and what he'd whisper to any founder entering this space today.
Topics covered: Creator economy infrastructure &middot; Brand education &middot; Creator-first payment models &middot; Forbes 30 Under 30 &middot; Creator Calendar &middot; Swan Beauty viral moment &middot; AI and synthetic influencers &middot; First-party creator data &middot; Founder life post-Series B &middot; The future of #paid
Connect with Riv: [#paid / LinkedIn / Instagram @hashtagpaid]

Adam "Riv" Rivietz co-founded #paid over a decade ago when brands were still handing creators free products instead of paychecks. Today, the platform has paid out over $50 million to creators — and Riv has spent years on stages worldwide convincing brands that creators are professionals, not hobbyists. In this episode, we get into the Virgin Voyages creator cruise that broke the internet, why the word "influencer" does more harm than good, how AI is reshaping the entire industry, and what the data from 2026's Creator Signals Report reveals about where content is actually heading. Plus — why Riv is also an ordained minister, a children's book author, and somehow still one of the most interesting people building in tech.

Take #65 - Adam Rivietz on $50M in Creator Payouts, The Future of Influencer Marketing & What Brands Still Get Wrong

What if everything you thought you knew about PR was already outdated?

Ashley Orfus, founder of ALAB Group, left a high-profile career in luxury fashion and entertainment to build a communications firm designed for the way modern audiences actually discover and trust ideas. Over 13 years, she has helped category-defining brands across tech, food, hospitality, and culture do more than earn press, she helps them shape how their ideas are understood, adopted, and believed.

In this episode of The Digital Take, Ashley breaks down why traditional PR models are failing founders, what "performance-driven communication" actually looks like in practice, and how brands can cut through the noise in a world drowning in content.

In this episode, we cover:
Why press hits and impressions are the wrong metrics to chase
How to introduce a product or idea people don't have a reference point for yet
Why influencers should be treated as co-creators, not distribution channels
The danger of over-indexing on founder-led content (and when to create distance)
How AI is making communications more human, not less
What to do when you have no budget and everything to prove

Whether you're a founder shaping your first narrative, a marketer rethinking your PR strategy, or a brand trying to build genuine trust online — this episode will change how you think about communications.

Connect with Ashley Orfus: [ALAB Group]

What if everything you thought you knew about PR was already outdated?
Ashley Orfus, founder of ALAB Group, left a high-profile career in luxury fashion and entertainment to build a communications firm designed for the way modern audiences actually discover and trust ideas. Over 13 years, she has helped category-defining brands across tech, food, hospitality, and culture do more than earn press, she helps them shape how their ideas are understood, adopted, and believed.
In this episode of The Digital Take, Ashley breaks down why traditional PR models are failing founders, what "performance-driven communication" actually looks like in practice, and how brands can cut through the noise in a world drowning in content.
In this episode, we cover:
<ul>
<li>Why press hits and impressions are the wrong metrics to chase</li>
<li>How to introduce a product or idea people don't have a reference point for yet</li>
<li>Why influencers should be treated as co-creators, not distribution channels</li>
<li>The danger of over-indexing on founder-led content (and when to create distance)</li>
<li>How AI is making communications more human, not less</li>
<li>What to do when you have no budget and everything to prove</li>
</ul>
Whether you're a founder shaping your first narrative, a marketer rethinking your PR strategy, or a brand trying to build genuine trust online &mdash; this episode will change how you think about communications.
Connect with Ashley Orfus: [ALAB Group]

Ashley Orfus, founder of ALAB Group, built one of the most forward-thinking communications firms in the industry by rejecting traditional PR from day one. In this episode, she breaks down what performance-driven communication actually looks like, why most brands are measuring the wrong things, and how founders can shape narratives that earn real trust — not just press. From influencers as co-creators to AI as a creative accelerator, Ashley shares the frameworks she has refined over 13 years working with category-defining brands across tech, food, hospitality, and culture.

Take #64 - Why Your PR Strategy Is Broken (And What Actually Works Now) | Ashley Orfus, ALAB Group

What does a talent manager actually do, and what are creators completely getting wrong about the role?

This week on That Digital Take, host welcomes Kristen MacLellan, founder of Yesterday Agency, a Toronto-based talent and digital management firm she built from the ground up in 2021. Kristen has worked closely with creators, negotiated directly with brands, and built a sustainable business doing it which means she understands all three sides of the creator economy better than almost anyone. In this episode, Kristen pulls back the curtain on the creator-manager relationship: what managers do behind the scenes, how brand deals actually get made, and the very real ways creators are leaving money on the table right now.

She also gets honest about what makes a creator genuinely bookable in 2025 — and it may not be what you think. What you'll learn in this episode: → The real role of a talent manager (and what it's NOT) → How brand partnerships actually get negotiated → Why creators consistently undervalue themselves — and how to fix it → The subtle red flags that make managers and brands walk away → What makes a creator easy to sell to brands right now → How AI is changing contracts, negotiation, and strategy → Setting competitive rates — is there a real benchmark? → What types of creators will win over the next 1–2 years

Plus: a rapid-fire round covering the most overrated creator metrics, underrated revenue streams, and whether vloggers are actually making a comeback. Whether you're a creator looking to level up your brand partnerships, or just curious how the business side of the creator economy really works, this one is packed. Subscribe to That Digital Take wherever you listen to podcasts.

--

creator economy, talent management, brand deals, influencer marketing, digital strategy, Toronto creators, content creator, tips podcast

What does a talent manager actually do, and what are creators completely getting wrong about the role?
This week on That Digital Take, host welcomes Kristen MacLellan, founder of Yesterday Agency, a Toronto-based talent and digital management firm she built from the ground up in 2021. Kristen has worked closely with creators, negotiated directly with brands, and built a sustainable business doing it which means she understands all three sides of the creator economy better than almost anyone. In this episode, Kristen pulls back the curtain on the creator-manager relationship: what managers do behind the scenes, how brand deals actually get made, and the very real ways creators are leaving money on the table right now.
She also gets honest about what makes a creator genuinely bookable in 2025 &mdash; and it may not be what you think. What you'll learn in this episode: &rarr; The real role of a talent manager (and what it's NOT) &rarr; How brand partnerships actually get negotiated &rarr; Why creators consistently undervalue themselves &mdash; and how to fix it &rarr; The subtle red flags that make managers and brands walk away &rarr; What makes a creator easy to sell to brands right now &rarr; How AI is changing contracts, negotiation, and strategy &rarr; Setting competitive rates &mdash; is there a real benchmark? &rarr; What types of creators will win over the next 1&ndash;2 years
Plus: a rapid-fire round covering the most overrated creator metrics, underrated revenue streams, and whether vloggers are actually making a comeback. Whether you're a creator looking to level up your brand partnerships, or just curious how the business side of the creator economy really works, this one is packed. Subscribe to That Digital Take wherever you listen to podcasts.
--
creator economy, talent management, brand deals, influencer marketing, digital strategy, Toronto creators, content creator, tips podcast

Kristen MacLellan, founder of Toronto talent and digital management agency Yesterday, joins That Digital Take to break down the business side of the creator economy — from how brand deals actually get negotiated to what managers are doing behind the scenes that creators never see.  Kristen shares what makes a creator genuinely bookable right now, where creators are consistently leaving money on the table, and the subtle red flags that make brands and managers walk away. She also gets into rate setting, AI's impact on contracts, and what types of creators she sees winning over the next two years.  If you work with brands, want to, or are thinking about what sustainable growth actually looks like — this episode is for you.

Take #63 - How to Get Brand Deals: What Talent Managers Actually Want From Creators

In this episode of That Digital Take, host Torri Webster sits down with Louise Upperton, sound meditation practitioner, somatic movement guide, Reiki practitioner, and Director of Programming, Partnerships & Content at Supernatural Toronto, to explore what it actually means to build a wellness life rooted in prevention, not reaction.

From breathwork and sound healing to cryotherapy, hyperbaric oxygen chambers, NAD+, and VO₂ Max testing, Louise unpacks the science and the intuition behind modern longevity, and why your nervous system is the foundation of all of it. They also go deep on The Portal at Supernatural, one of Toronto's most talked-about wellness spaces, and what it looks like when high-performance biohacking meets embodied, soul-led practice.

Whether you're deep in your wellness journey or just starting to ask bigger questions about your health, this conversation will shift how you think about your body, and what feeling well can actually look like.

In this episode of That Digital Take, host Torri Webster sits down with Louise Upperton, sound meditation practitioner, somatic movement guide, Reiki practitioner, and Director of Programming, Partnerships &amp; Content at Supernatural Toronto, to explore what it actually means to build a wellness life rooted in prevention, not reaction.
From breathwork and sound healing to cryotherapy, hyperbaric oxygen chambers, NAD+, and VO₂ Max testing, Louise unpacks the science and the intuition behind modern longevity, and why your nervous system is the foundation of all of it. They also go deep on The Portal at Supernatural, one of Toronto's most talked-about wellness spaces, and what it looks like when high-performance biohacking meets embodied, soul-led practice.
Whether you're deep in your wellness journey or just starting to ask bigger questions about your health, this conversation will shift how you think about your body, and what feeling well can actually look like.

Torri Webster sits down with Louise Upperton of Supernatural Toronto to explore nervous system health, sound healing, longevity, breathwork, biohacking, and the future of preventative wellness.

Take #62 - Your Nervous System Is Talking. Are You Listening? | Louise Upperton 

Podcast consistency, creator growth, and the moment most people quit! That Digital Take hits 60 episodes and lands on iHeartRadio. In this milestone episode, host Torri Webster gets real about what building quietly actually looks like. Plus the London trip working with Robert Pattinson, hosting the Gillette Venus event, Coachella, life moving faster than you can process it, and an honest wedding planning confession.

This week's topic: The Quit Point — why most creators abandon their goals right before momentum hits, what the "quiet phase" actually builds, and how consistency compounds when no one is watching.

If you've ever thought "is this even working?" — this episode is your answer.

Topics: podcasting milestones, content creation, creator economy, staying consistent, iHeartRadio, digital media growth, hosting events, work-life balance

Podcast consistency, creator growth, and the moment most people quit! That Digital Take hits 60 episodes and lands on iHeartRadio. In this milestone episode, host Torri Webster gets real about what building quietly actually looks like. Plus the London trip working with Robert Pattinson, hosting the Gillette Venus event, Coachella, life moving faster than you can process it, and an honest wedding planning confession.
This week's topic: The Quit Point &mdash; why most creators abandon their goals right before momentum hits, what the "quiet phase" actually builds, and how consistency compounds when no one is watching.
If you've ever thought "is this even working?" &mdash; this episode is your answer.
Topics: podcasting milestones, content creation, creator economy, staying consistent, iHeartRadio, digital media growth, hosting events, work-life balance

Podcast consistency, creator growth, and the moment most people quit — That Digital Take hits 60 episodes and is now officially on iHeartRadio. Host Torri Webster shares a real life update: working with Robert Pattinson in London, Coachella, the Gillette Venus event, and what happens when success moves faster than you can process it. This week's topic: why most creators quit right before momentum hits — and what the quiet phase is actually building.

Take #61 - iHeartRadio Announcement & The Phase Where Most People Quit

What does it take to turn a childhood spent in a diamond shop into a thriving luxury jewelry brand? Jess Fried, founder of Toronto-based Dainty Diamond, joins That Digital Take to answer exactly that.

Jess grew up in her family's jewelry store, earned a Master's in Media and Journalism from Western University, built a career in media,  and then came full circle to found Dainty Diamond in 2020, right in the middle of a pandemic. Today, the brand is redefining luxury jewelry in Canada with custom gold pieces, permanent jewelry activations, and heirloom-quality designs built to be worn, not stored.

In this episode, we get into the rise of permanent jewelry, why dainty gold layering has taken over (looking at you, Sabrina Carpenter), the quiet luxury aesthetic, women buying their own fine jewelry, and what record gold prices actually mean for shoppers right now. We also tackle lab-grown vs. mined diamonds, the vintage jewelry resale boom, and why the best jewelry is the kind you never take off.

Plus, Jess gives her honest advice to anyone shopping for an engagement ring, and we close it out with a rapid-fire round you won't want to skip.

What does it take to turn a childhood spent in a diamond shop into a thriving luxury jewelry brand? Jess Fried, founder of Toronto-based Dainty Diamond, joins That Digital Take to answer exactly that.
Jess grew up in her family's jewelry store, earned a Master's in Media and Journalism from Western University, built a career in media,  and then came full circle to found Dainty Diamond in 2020, right in the middle of a pandemic. Today, the brand is redefining luxury jewelry in Canada with custom gold pieces, permanent jewelry activations, and heirloom-quality designs built to be worn, not stored.
In this episode, we get into the rise of permanent jewelry, why dainty gold layering has taken over (looking at you, Sabrina Carpenter), the quiet luxury aesthetic, women buying their own fine jewelry, and what record gold prices actually mean for shoppers right now. We also tackle lab-grown vs. mined diamonds, the vintage jewelry resale boom, and why the best jewelry is the kind you never take off.
Plus, Jess gives her honest advice to anyone shopping for an engagement ring, and we close it out with a rapid-fire round you won't want to skip.

Take #60 - From Her Dad's Jewelry Counter to Founding Dainty Diamond | Jess Fried on Custom Gold, Permanent Jewelry & the Future of Engagement Rings

What happens when a viral country song gives you everything, and then you walk away from it?

Robyn Ottolini is the trucker's daughter from Uxbridge, Ontario who turned a TikTok moment into a platinum record, a Warner Nashville deal, and a spot opening for Shania Twain and Tim McGraw. Then she left her label, switched management, and quietly started over.

Out of that uncertain chapter came one scribbled notebook line — "I guess I'm growing down" — a home-recorded demo she posted with zero rollout strategy, and 20,000+ fan-made videos that followed.

In this episode, Robyn joins host Torri Webster to talk about the catch-22 of breakthrough success, what it actually felt like to go independent, and why the demo version of a song sometimes hits harder than the polished studio cut. The full studio version of "Growing Down (Into The Roots)" is out March 20th, and Robyn performs at the JUNO Kickoff Concert in Hamilton on March 26th.

We get into:

• Why "F-150" was both the best and worst thing that ever happened to her

• What "growing down" actually means — and why she thinks it's better than growing up

• Posting a raw, unproduced demo and watching it explode

• Leaving a major label and rediscovering her creative identity

• Turning 30, writing confessional country, and building a career entirely on her own terms

• Her relationship with TikTok, algorithms, and staying authentic in a changing industry

If you've ever felt like you were chasing a version of success that didn't quite fit — this one's for you.

🎵 "Growing Down (Into The Roots)" — out March 20

🎤 JUNO Kickoff Concert, Hamilton — March 26

🎧 Follow Robyn Ottolini: https://www.instagram.com/robynottolini/

What happens when a viral country song gives you everything, and then you walk away from it?
Robyn Ottolini is the trucker's daughter from Uxbridge, Ontario who turned a TikTok moment into a platinum record, a Warner Nashville deal, and a spot opening for Shania Twain and Tim McGraw. Then she left her label, switched management, and quietly started over.
Out of that uncertain chapter came one scribbled notebook line — "I guess I'm growing down" — a home-recorded demo she posted with zero rollout strategy, and 20,000+ fan-made videos that followed.
In this episode, Robyn joins host Torri Webster to talk about the catch-22 of breakthrough success, what it actually felt like to go independent, and why the demo version of a song sometimes hits harder than the polished studio cut. The full studio version of "Growing Down (Into The Roots)" is out March 20th, and Robyn performs at the JUNO Kickoff Concert in Hamilton on March 26th.
We get into: 
• Why "F-150" was both the best and worst thing that ever happened to her 
• What "growing down" actually means — and why she thinks it's better than growing up 
• Posting a raw, unproduced demo and watching it explode 
• Leaving a major label and rediscovering her creative identity 
• Turning 30, writing confessional country, and building a career entirely on her own terms 
• Her relationship with TikTok, algorithms, and staying authentic in a changing industry
If you've ever felt like you were chasing a version of success that didn't quite fit — this one's for you.
🎵 "Growing Down (Into The Roots)" — out March 20 
🎤 JUNO Kickoff Concert, Hamilton — March 26 
🎧 Follow Robyn Ottolini: <a href='https://www.instagram.com/robynottolini/'>https://www.instagram.com/robynottolini/</a>

Take #59: Robyn Ottolini on Growing Down, Going Independent, and the Demo That Broke the Internet

What does it really take to build a brand people can't stop talking about, and can't stop buying from?

This week on That Digital Take, host Torri Webster sits down with Ashley Boyce, luxury brand strategist, former Unilever portfolio lead, co-founder of $12M DTC fragrance company Noteworthy, and now CEO of Zero Collective, for a masterclass in brand building at every stage of growth.

Ashley breaks down what nearly two decades inside the world's biggest CPG machine taught her that most founders never learn, why she walked away from billion-dollar budgets to bet on herself, and the real reason DTC isn't dead, it just grew up.

In this episode, we get into:
The mindset shift from corporate marketer to founder (and why your instincts can work against you)
How she scaled Noteworthy to $12M+ and what she'd do differently today
What "luxury" actually means in 2026 — and why the word is dangerously overused
Whether Instagram and TikTok can build real premium brands, or slowly kill them
The truth about influencers: are they elevating luxury or quietly diluting it?
How Zero Collective is carving out a niche in fashion without the designer price tag
The JFK Jr. / Carolyn Bessette Kennedy nostalgia wave — and how to manufacture desire in an algorithm-saturated world
What separates the brands that scale past $1M, $5M, $10M from the ones that stall

Plus, a rapid-fire round on DTC vs. retail, TikTok vs. email, AI in marketing, and the one brand actually doing luxury right in 2026.

Whether you're a founder, a marketer, or a brand-obsessed creative, this one is packed with the kind of strategic thinking that usually stays in the boardroom.

🎧 Listen now and subscribe so you never miss an episode of That Digital Take.

luxury branding, DTC marketing, brand strategy, founder story, fashion marketing, Unilever, fragrance brand, premium brands, digital marketing 2026, brand building, consumer goods, TikTok marketing, influencer marketing, CEO interview, Canadian entrepreneurs, Zero Collective, Noteworthy, Ashley Boyce

What does it really take to build a brand people can't stop talking about, and can't stop buying from?
This week on That Digital Take, host Torri Webster sits down with Ashley Boyce, luxury brand strategist, former Unilever portfolio lead, co-founder of $12M DTC fragrance company Noteworthy, and now CEO of Zero Collective, for a masterclass in brand building at every stage of growth.
Ashley breaks down what nearly two decades inside the world's biggest CPG machine taught her that most founders never learn, why she walked away from billion-dollar budgets to bet on herself, and the real reason DTC isn't dead, it just grew up.
In this episode, we get into:
<ul class="[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3">
<li class="whitespace-normal break-words pl-2">The mindset shift from corporate marketer to founder (and why your instincts can work against you)</li>
<li class="whitespace-normal break-words pl-2">How she scaled Noteworthy to $12M+ and what she'd do differently today</li>
<li class="whitespace-normal break-words pl-2">What "luxury" actually means in 2026 — and why the word is dangerously overused</li>
<li class="whitespace-normal break-words pl-2">Whether Instagram and TikTok can build real premium brands, or slowly kill them</li>
<li class="whitespace-normal break-words pl-2">The truth about influencers: are they elevating luxury or quietly diluting it?</li>
<li class="whitespace-normal break-words pl-2">How Zero Collective is carving out a niche in fashion without the designer price tag</li>
<li class="whitespace-normal break-words pl-2">The JFK Jr. / Carolyn Bessette Kennedy nostalgia wave — and how to manufacture desire in an algorithm-saturated world</li>
<li class="whitespace-normal break-words pl-2">What separates the brands that scale past $1M, $5M, $10M from the ones that stall</li>
</ul>
Plus, a rapid-fire round on DTC vs. retail, TikTok vs. email, AI in marketing, and the one brand actually doing luxury right in 2026.
Whether you're a founder, a marketer, or a brand-obsessed creative, this one is packed with the kind of strategic thinking that usually stays in the boardroom.
🎧 Listen now and subscribe so you never miss an episode of That Digital Take.

luxury branding, DTC marketing, brand strategy, founder story, fashion marketing, Unilever, fragrance brand, premium brands, digital marketing 2026, brand building, consumer goods, TikTok marketing, influencer marketing, CEO interview, Canadian entrepreneurs, Zero Collective, Noteworthy, Ashley Boyce

Take #58 - From Corporate to $12M Founder to Luxury CEO: How Ashley Boyce Builds Brands That Last

Brandi Leifso started Evio Beauty from a women's shelter at 21 with a bootlegged Photoshop. Now she's in 460 Shoppers Drug Mart locations and has a debut book. This is what Fearless Choices actually look like.

--

What does it look like to build a globally recognized beauty brand from a women's shelter with nothing but a laptop and a borrowed idea? This week on That Digital Take, we sit down with Brandi Leifso, founder of Evio Beauty, impact entrepreneur, and author of the debut book Fearless Choices: How to Reclaim Your Power One Decision at a Time, for one of the most honest, grounded conversations we've ever had on this show.

Brandi's story isn't a highlight reel. At 21, she left an abusive relationship and found herself starting over with almost nothing. What came next wasn't a cinematic turning point — it was a series of small, quiet, often uncomfortable decisions that slowly built something extraordinary. Today, Evio Beauty is a Canadian-founded, impact-led skincare and beauty brand stocked in hundreds of Shoppers Drug Mart locations across Canada, with a mission rooted in giving back to women from day one.

In this episode, we go deep on the decisions nobody posts about — the vending machine fail, the early funding hustle, the Michelle Phan full-circle moment, and what it really took to land a major retail partnership at scale. Brandi also opens up about writing Fearless Choices, why she deliberately wrote a book that grounds you instead of hypes you up, and what she's still navigating in this chapter of her life.

If you're a founder, a creative, or someone who has ever felt stuck choosing between who you are and who you're becoming, this one is for you.

🕐 TIMESTAMPS
2:15 — What does courage actually look like in hindsight? The mindset shift from survival to building
7:32 — How Brandi funded Evio Beauty without telling anyone where she was living
11:07 — The Michelle Phan full-circle moment that changed everything
19:49 — The vending machine: a business decision that didn't work (and what it taught her)
24:23 — Why "grow at all costs" is a red flag, and how the founder era has shifted
26:38 — Is there still space to build in beauty in 2026? On the Girl Boss era and what replaced it
29:28 — "Always listen to the market" — staying agile enough not to sink
32:01 — Luck, preparation, and the Disney press trip moment
32:50 — Building a brand by women, for women — and the give-back from day one
37:00 — Setting boundaries around your founder story: keynoting Shoppers and reclaiming your narrative
44:42 — Mo money, mo problems: the hard parts nobody actually posts

IN THIS EPISODE, WE COVER:
Building a mission-led beauty brand from zero resources
The difference between an impulsive decision and an intentional one
How to rebuild self-trust when it's been broken
Scaling into major Canadian retail (460+ Shoppers Drug Mart locations)
Balancing profit and purpose without compromising either
Differentiating in a crowded eye patch and skincare category
Why women feel pressure to make the perfect decision, and how to unlearn it
Founder mental health, boundaries, and what the glow-up really costs
Key lessons from Fearless Choices, the book

🔗 CONNECT WITH BRANDI LEIFSO 📖 Fearless Choices — available now 🌿 Evio Beauty: eviobeauty.com 📸 Instagram: @brandileifso | @eviobeauty

That Digital Take is a Canadian podcast at the intersection of business, digital culture, and the real conversations happening behind the brand. New episodes drop weekly.

#ThatDigitalTake #BrandiLeifso #EvioBeauty #FearlessChoices #CanadianFounder #WomenInBusiness #BeautyBrand #ShoppersDrugMart #ImpactEntrepreneur #FounderStory #PodcastCanada #SmallBusinessCanada #WomenEntrepreneurs #PersonalDevelopment #SelfHelp

Brandi Leifso started Evio Beauty from a women's shelter at 21 with a bootlegged Photoshop. Now she's in 460 Shoppers Drug Mart locations and has a debut book. This is what Fearless Choices actually look like.
--
What does it look like to build a globally recognized beauty brand from a women's shelter with nothing but a laptop and a borrowed idea? This week on That Digital Take, we sit down with Brandi Leifso, founder of Evio Beauty, impact entrepreneur, and author of the debut book Fearless Choices: How to Reclaim Your Power One Decision at a Time, for one of the most honest, grounded conversations we've ever had on this show.
Brandi's story isn't a highlight reel. At 21, she left an abusive relationship and found herself starting over with almost nothing. What came next wasn't a cinematic turning point — it was a series of small, quiet, often uncomfortable decisions that slowly built something extraordinary. Today, Evio Beauty is a Canadian-founded, impact-led skincare and beauty brand stocked in hundreds of Shoppers Drug Mart locations across Canada, with a mission rooted in giving back to women from day one.
In this episode, we go deep on the decisions nobody posts about — the vending machine fail, the early funding hustle, the Michelle Phan full-circle moment, and what it really took to land a major retail partnership at scale. Brandi also opens up about writing Fearless Choices, why she deliberately wrote a book that grounds you instead of hypes you up, and what she's still navigating in this chapter of her life.
If you're a founder, a creative, or someone who has ever felt stuck choosing between who you are and who you're becoming, this one is for you.

🕐 TIMESTAMPS
<ul class="[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3">
<li class="whitespace-normal break-words pl-2">2:15 — What does courage actually look like in hindsight? The mindset shift from survival to building</li>
<li class="whitespace-normal break-words pl-2">7:32 — How Brandi funded Evio Beauty without telling anyone where she was living</li>
<li class="whitespace-normal break-words pl-2">11:07 — The Michelle Phan full-circle moment that changed everything</li>
<li class="whitespace-normal break-words pl-2">19:49 — The vending machine: a business decision that didn't work (and what it taught her)</li>
<li class="whitespace-normal break-words pl-2">24:23 — Why "grow at all costs" is a red flag, and how the founder era has shifted</li>
<li class="whitespace-normal break-words pl-2">26:38 — Is there still space to build in beauty in 2026? On the Girl Boss era and what replaced it</li>
<li class="whitespace-normal break-words pl-2">29:28 — "Always listen to the market" — staying agile enough not to sink</li>
<li class="whitespace-normal break-words pl-2">32:01 — Luck, preparation, and the Disney press trip moment</li>
<li class="whitespace-normal break-words pl-2">32:50 — Building a brand by women, for women — and the give-back from day one</li>
<li class="whitespace-normal break-words pl-2">37:00 — Setting boundaries around your founder story: keynoting Shoppers and reclaiming your narrative</li>
<li class="whitespace-normal break-words pl-2">44:42 — Mo money, mo problems: the hard parts nobody actually posts</li>
</ul>

IN THIS EPISODE, WE COVER:
<ul class="[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3">
<li class="whitespace-normal break-words pl-2">Building a mission-led beauty brand from zero resources</li>
<li class="whitespace-normal break-words pl-2">The difference between an impulsive decision and an intentional one</li>
<li class="whitespace-normal break-words pl-2">How to rebuild self-trust when it's been broken</li>
<li class="whitespace-normal break-words pl-2">Scaling into major Canadian retail (460+ Shoppers Drug Mart locations)</li>
<li class="whitespace-normal break-words pl-2">Balancing profit and purpose without compromising either</li>
<li class="whitespace-normal break-words pl-2">Differentiating in a crowded eye patch and skincare category</li>
<li class="whitespace-normal break-words pl-2">Why women feel pressure to make the perfect decision, and how to unlearn it</li>
<li class="whitespace-normal break-words pl-2">Founder mental health, boundaries, and what the glow-up really costs</li>
<li class="whitespace-normal break-words pl-2">Key lessons from Fearless Choices, the book</li>
</ul>

🔗 CONNECT WITH BRANDI LEIFSO 📖 Fearless Choices — available now 🌿 Evio Beauty: <a href='https://eviobeauty.com'>eviobeauty.com</a> 📸 Instagram: @brandileifso | @eviobeauty

That Digital Take is a Canadian podcast at the intersection of business, digital culture, and the real conversations happening behind the brand. New episodes drop weekly.
#ThatDigitalTake #BrandiLeifso #EvioBeauty #FearlessChoices #CanadianFounder #WomenInBusiness #BeautyBrand #ShoppersDrugMart #ImpactEntrepreneur #FounderStory #PodcastCanada #SmallBusinessCanada #WomenEntrepreneurs #PersonalDevelopment #SelfHelp

Take #57 - From Women's Shelter to Canadian Beauty Brand: Brandi Leifso on Evio Beauty, Fearless Choices & Building a Brand With Purpose

What if the hair you've always wanted could change the way you show up in the world?

In this episode of That Digital Take, host sits down with Natalie With-Seidelin, founder of the award-winning Brush Beauty Bar Inc. in Burlington and creator of Brush'd The Label, a luxury hair extension line known for its revolutionary Invisi-Weft method and ethically sourced Slavic K-Tips.

This isn't just a conversation about hair. It's about identity, confidence, and the psychology behind transformation.

We get into:
Why hair is so deeply tied to women's confidence, power, and self-perception
The truth about hair extensions — and the biggest myths debunked
What the Invisi-Weft method actually is and why it's considered one of the healthiest extension techniques available
How to spot a bad install vs. a healthy one (and what red flags to watch for)
The real difference between luxury Slavic hair and drugstore extensions
What ethical hair sourcing actually looks like behind the scenes
How Natalie built a brand, trained educators, and scaled beyond the salon chair

Whether you're curious about extensions for the first time, struggling with hair confidence, or building a beauty business of your own, this episode is for you.

Keywords: hair extensions, Invisi-Weft extensions, luxury hair extensions, Slavic hair extensions, hair confidence, extension methods, hair loss solutions, fine hair extensions, K-tips, weft extensions vs tape-ins, beauty entrepreneur, salon owner, how to start a beauty brand, Brush Beauty Bar, hair health, extension maintenance, Burlington Ontario salon

What if the hair you've always wanted could change the way you show up in the world?
In this episode of That Digital Take, host sits down with Natalie With-Seidelin, founder of the award-winning Brush Beauty Bar Inc. in Burlington and creator of Brush'd The Label, a luxury hair extension line known for its revolutionary Invisi-Weft method and ethically sourced Slavic K-Tips.
This isn't just a conversation about hair. It's about identity, confidence, and the psychology behind transformation.
We get into:
<ul class="[li_&amp;]:mb-0 [li_&amp;]:mt-1 [li_&amp;]:gap-1 [&amp;:not(:last-child)_ul]:pb-1 [&amp;:not(:last-child)_ol]:pb-1 list-disc flex flex-col gap-1 pl-8 mb-3">
<li class="whitespace-normal break-words pl-2">Why hair is so deeply tied to women's confidence, power, and self-perception</li>
<li class="whitespace-normal break-words pl-2">The truth about hair extensions — and the biggest myths debunked</li>
<li class="whitespace-normal break-words pl-2">What the Invisi-Weft method actually is and why it's considered one of the healthiest extension techniques available</li>
<li class="whitespace-normal break-words pl-2">How to spot a bad install vs. a healthy one (and what red flags to watch for)</li>
<li class="whitespace-normal break-words pl-2">The real difference between luxury Slavic hair and drugstore extensions</li>
<li class="whitespace-normal break-words pl-2">What ethical hair sourcing actually looks like behind the scenes</li>
<li class="whitespace-normal break-words pl-2">How Natalie built a brand, trained educators, and scaled beyond the salon chair</li>
</ul>
Whether you're curious about extensions for the first time, struggling with hair confidence, or building a beauty business of your own, this episode is for you.
Keywords: hair extensions, Invisi-Weft extensions, luxury hair extensions, Slavic hair extensions, hair confidence, extension methods, hair loss solutions, fine hair extensions, K-tips, weft extensions vs tape-ins, beauty entrepreneur, salon owner, how to start a beauty brand, Brush Beauty Bar, hair health, extension maintenance, Burlington Ontario salon

Take #56 - Hair Confidence, Extensions & Building a Luxury Beauty Brand | Natalie With-Seidelin of Brush Beauty Bar

That Digital Take uncovers the ever-evolving world of influencers—challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes  storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take uncovers the ever-evolving world of influencers&mdash;challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes &nbsp;storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take with Torri Webster

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