Female Founders: Kim Wileman Of ‘No Makeup Makeup’ On The Five Things You Need To Thrive and Succeed as a Woman Founder
Balance isn’t a luxury — it’s essential for sustaining your passion. When I started, I thought nonstop work was the only way to succeed. But over time, I realized that approach drained my energy and dulled my passion. The turning point came when I had my family — I chose to step away from retail hours and focus on a role with more flexibility. That decision allowed me to stay connected to my family while still pursuing my dreams, and it taught me that balance doesn’t mean giving up ambition; it means creating space to thrive. Now, I know taking time to rest and recharge isn’t just beneficial — it’s necessary. It helps me stay passionate, make better decisions, and bring my best self to work. It’s just as important for my team to have balance too. When they’re rested and supported, they’re more creative, focused, and motivated. Burnout doesn’t just affect individuals; it impacts the whole team. By fostering a culture of balance, we can work smarter, innovate more, and build something truly special. Balance isn’t just good for people — it’s the foundation of a successful business.
As a part of our series about Women Founders, we had the pleasure of interviewing Kim Wileman, CoFounder and CEO of No Makeup Makeup®. Kim is a renowned innovator and trailblazer in the beauty industry. Celebrated for her excellence in innovation and customer-centric strategies, she unlocks the potential of brands, propelling them to unparalleled success through award-winning products. Through transformative partnerships and bold, industry-defining solutions, Kim has redefined beauty standards and set a new benchmark for growth.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I started out in retail, where I developed a deep understanding of consumer buying habits, the art of connecting with people, and the nuances of ingredients, marketing, and sales. That foundation led me to become a beauty buyer at DFS Hawaii, which, at the time, was the single largest beauty door in the world. I was responsible for ordering millions of dollars in inventory — a huge responsibility that taught me how to navigate scale and strategy in the beauty industry.
From there, I became a Store Manager for Barneys New York in Hawaii, where I had the privilege of working with a discerning clientele. It taught me to hone my attention to detail and deliver a luxury customer experience. But my journey brought me back to Los Angeles, where I joined Wella Sebastian just as they were acquired by P&G. This role was a game-changer for me — I learned what it meant to be part of an executive team, developed leadership skills, and sharpened my presentation abilities. It was exciting and fast-paced, but I found myself missing the glamour and creativity of the beauty industry.
I had to make a choice: I loved beauty, but I had a young family and didn’t want the demands of retail hours. So, I made a strategic pivot and took a business development executive role with Mana Products, a leading contract manufacturer of color cosmetics and skincare. There, I learned the ins and outs of operations and product development, which became invaluable for my next chapter.
With all that experience under my belt, I decided it was time to take a leap and open my own agency, Galla Beauty. It was through Galla that I had the life-changing opportunity to meet Victoria Jackson, and the rest, as they say, is history. Every step of my journey has been fueled by intuition and driven by curiosity, passion, and a love for the beauty industry. Looking back, it all feels like it was leading me to where I am today.
Can you share the most interesting story that happened to you since you began leading your company?
One of the most meaningful moments since I began leading No Makeup Makeup was realizing, without a doubt, that this is exactly where I’m meant to be. For much of my career, I ran my own agency, Galla Beauty, where I had the privilege of bringing other people’s brands, innovations, and dreams to life. It’s been an honor helping others achieve their goals and watching their visions turn into something tangible and impactful — it’s what made Galla so successful.
But over the years, people kept asking me, “Why don’t you have your own brand?” That question stayed with me, and now, with No Makeup Makeup, the timing just feels right. I’ve poured my heart into this brand, and I can honestly say I’ve never felt so aligned with a project. There’s magic in what we’re creating. The passion from our partners, the incredible dedication of our team, and the way the brand resonates with people — it’s something rare and truly special.
This journey feels like a culmination of everything I’ve worked for, and its proof that sometimes, the right path reveals itself when the timing is just right. Every day, I’m reminded why Victoria and I started this, and I couldn’t be more excited about what’s ahead.
Can you share a story about the funniest mistake you made when you were first starting out? Can you tell us what lesson you learned from that?
I started my career as an acting department manager and Beauty Buyer at Saks Fifth Avenue in Woodland Hills, California. I was super young and managed to convince store management that I was the person for the job while the manager was on maternity leave. I had just turned 20 and was going to school full time and honestly lacked the maturity to manage 73 people in the department on my own. I don’t know what management was thinking putting someone so young in there. These women ate me alive — it was truly an intimidating, but overall incredible experience. One of the funniest experiences during this time was with this woman Bea, who was in fragrances. I came in one early evening to finish some work and found Bea in my office smoking a cigarette (this was the late 1980’s), drinking a glass of wine with her feet on the desk. I shrieked. I gathered myself and told her to go back on the floor to sell. I had to write her up, which was difficult as I was 20 and Bea was in her 70’s. I didn’t have the heart to fire her, but she was the first person I had to formally correct, and it taught me that you could set boundaries, be firm yet compassionate with your team. The sales team respected me after that experience.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
I believe that success is attributed to a multitude of people throughout your career. I am grateful for every experience — good and bad — because even the “bad” experiences propel you to your best path. That said, the single most important person through my career is my partner and founder of No Makeup Makeup, Victoria Jackson. I am grateful to her beyond words. I met Victoria over 20 years ago when she hired me to be her VP of Marketing for Lola Cosmetics. She hired me on the spot. We took an immediate liking to each other. I soon became her general manager for Victoria Jackson Cosmetics until 2015, when we decided to shutter the brand. When Victoria became the co-founder of Kind Science with Ellen DeGeneres, Victoria told Guthy Renker that I had to be included to innovate for the brand. We worked together to create an incredible skincare range. Victoria then came to me about three years ago and expressed that she wasn’t finished with the beauty industry and asked if I would partner with her on No Makeup Makeup. She owned the trademark for over 20 years and the rest is history. The respect, admiration and gratitude I have for Victoria is limitless.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
We’re natural multitaskers — often juggling more than men could even imagine — and doing it with style. Yet, when it comes to starting companies, too many women hold back, not because they lack the talent or the ideas, but because they’ve been conditioned to doubt themselves.
Let’s be honest: women have been marginalized and intimidated in workplaces for far too long. Many feel like their voices won’t be heard, especially in industries like beauty, where men still dominate decision-making despite women being the core audience. It’s frustrating, but it’s also fuel for change.
The good news is that the tide is turning. Women of all colors, backgrounds, ages, shapes, and sizes are stepping into their power. Social media is giving us a platform to speak up, share ideas, and build businesses that reflect who we are. And guess what? The world is showing up. Communities are rallying around authenticity, and when you’re true to yourself, people gravitate toward that energy.
Women are finally realizing that our voices matter. We’re creating the businesses, the platforms, and the futures we’ve always deserved. It’s happening, and it’s unstoppable. The next step is helping even more women see this potential within themselves. Let’s keep that momentum going.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
Mentoring young women in the beauty industry is something I absolutely love and feel led to. It’s not just about teaching — it’s about empowering women to find their voice and own it. Over the past few years, we’ve seen an incredible rise in women-led investment groups that are changing the game for female founders, giving them the visibility and funding they deserve. This is just the start, and I know this movement will only keep growing stronger.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
More women should absolutely become founders because we bring so much to the table. We’re natural multitaskers, problem-solvers, and leaders — juggling priorities and tackling challenges is second nature to us and in our DNA. As women, we lead with empathy, which creates stronger, more collaborative teams and fosters real innovation.
We also understand our consumers — especially other women — on a deeper level, and that perspective drives products and businesses that truly resonate. This is something that is one of our core values at No Makeup Makeup® — inspiring women to look and feel confident without “layers”.
With the rise of women-led investment groups and support networks, there’s never been a better time to step up. Being a founder isn’t just about building a business; it’s about creating opportunities, breaking down barriers, and inspiring the next generation of women to do the same.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
There are so many myths about being a founder that I’d love to clear up. One of the biggest? That you must do everything yourself. This is a mistake I’ve made many times in my career. It’s just not true. The best founders know how to build strong teams, delegate what you don’t need to be doing, and stay focused on what you are great at. Trying to do it all is the fastest way to burn out.
Another myth is that you need to have it all figured out before you start. Nobody does! Being a founder is about learning as you go, adapting, and pivoting when needed. The key is just to start — you’ll figure it out along the way. I have had many starts and stops and always find a way to solve the issue at hand.
Then there’s the idea that being a founder means working 24/7 and sacrificing your life. Yes, it’s hard work, but balance is so important. You must know when to step back and recharge so you can keep going for the long haul.
Some of the best brands have been built on passion, creativity, and resourcefulness. If you have a great idea and a clear vision, you can make it happen — no matter where you’re starting from.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
Not everyone is cut out to be a founder, and that’s okay. Being a founder requires resilience, tenacity, and the ability to hear a lot of “no’s” without letting it stop you. You’re going to fail — a lot — but what matters is your ability to pick yourself up, learn from those failures, and keep pushing forward. Founders need to be comfortable with uncertainty, think creatively to solve problems, and stay driven even when the odds feel stacked against them.
The traits that increase the likelihood of success as a founder include grit, adaptability, and a strong sense of purpose. You need to be someone who can take calculated risks, lead with confidence, and rally people around your vision — even when things are tough. You need to be prepared to eat, breathe and sleep your brand. Being resourceful and knowing how to pivot when something isn’t working is critical, too.
If you thrive in structure, prefer stability, or find it hard to handle the ups and downs that come with starting something from scratch, a traditional role might be a better fit. There’s nothing wrong with wanting security and predictability — it’s about knowing yourself and choosing a path that aligns with your strengths and goals. Being a great employee can be just as impactful as being a founder — success looks different for everyone.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
1 . Success isn’t linear — it’s a rollercoaster.
When I first started my career, I thought success would follow a straight path: work hard, climb the ladder, and achieve your goals step by step. In reality, it’s filled with twists, setbacks, and unexpected opportunities. I have failed more than my successes. In those failures, I have learned to step back and step up. If things aren’t moving along, it’s time to re-assess. For example, when I transitioned from retail to business development at Mana Products, it felt like a step away from my passion for beauty. But that move taught me invaluable skills in operations and manufacturing that later became the backbone of my success with Galla Beauty and No Makeup Makeup. It wasn’t the path I imagined, but it was exactly the path I needed.
2 . Building relationships is just as important as building skills.
Relationships open doors that skills alone never will. I cherish the relationships I’ve made in the beauty industry and these relationships have been integral to the success of No Makeup Makeup. We hired Shauna Lahiri as our president for No Makeup Makeup and she is someone I worked with on JLO Beauty and Kind Science. She is critical to our growth plan and an incredible partner. My manufacturing partners gave terms of Net 30, even though we were a brand-new business because of the years of history together. My raw materials vendors often give me exclusives because our long-term relationship. But, most importantly, meeting Victoria Jackson is the perfect example. My connection with her came from years of working in the beauty industry, building trust, and showing up with integrity. That relationship led to incredible opportunities and collaborations I never could have planned for. It’s not just about what you know; it’s about who you know and how you nurture those connections.
3 . You can’t do it all — delegate and trust your team.
When I launched Galla Beauty, I thought I had to oversee every single detail to make it successful. But as the business grew, I quickly realized that trying to do everything myself was unsustainable. I learned to delegate and trust my team, which not only reduced my stress but also allowed the business to thrive. Building No Makeup Makeup has been a completely different experience because I started with that lesson in mind. I’ve surrounded myself with incredible partners and team members, and their passion and expertise bring so much magic to the brand. I’m passionate about building a collaborative environment where everyone contributes their strengths. Adaptability in leadership isn’t just necessary — it’s a game-changer for both you and your business.
4 . Passion isn’t just a feeling — it’s your compass.
One thing I’ve learned is that passion isn’t just about excitement or enthusiasm — it’s about purpose. Passion guides your decisions, gives you the courage to take risks, and keeps you moving forward when things get tough. When we made the decision to create No Makeup Makeup, it wasn’t because I had everything figured out; it was because I couldn’t ignore the fire in me to create a brand that empowers women in a way that felt authentic to me. Passion has been my North Star, helping me navigate uncertainty and driving everything I do.
5 . Balance isn’t a luxury — it’s essential for sustaining your passion.
When I started, I thought nonstop work was the only way to succeed. But over time, I realized that approach drained my energy and dulled my passion. The turning point came when I had my family — I chose to step away from retail hours and focus on a role with more flexibility. That decision allowed me to stay connected to my family while still pursuing my dreams, and it taught me that balance doesn’t mean giving up ambition; it means creating space to thrive.
Now, I know taking time to rest and recharge isn’t just beneficial — it’s necessary. It helps me stay passionate, make better decisions, and bring my best self to work.
It’s just as important for my team to have balance too. When they’re rested and supported, they’re more creative, focused, and motivated. Burnout doesn’t just affect individuals; it impacts the whole team. By fostering a culture of balance, we can work smarter, innovate more, and build something truly special. Balance isn’t just good for people — it’s the foundation of a successful business.
How have you used your success to make the world a better place?
My personal core values — truth, integrity, authenticity, and boldness — are at the heart of everything I do. I’ve built my career and success around living these values, and I hope that by staying true to them, I inspire and influence others to do the same.
I use my platform and experience to mentor women, helping them find their voice, step into their power, and build their dreams. I also advocate for women-led businesses and initiatives, pushing for more opportunities and visibility for female founders. It’s important to me that I leave a legacy of empowerment and make a real difference in the way women are seen and supported in business.
Ultimately, my goal has always been to create something bigger than myself — a ripple effect that encourages others to embrace who they are, take bold risks, and live with purpose. If I can inspire just one person to believe in themselves and go after what they want, I feel like I’ve done my part to make the world a little brighter.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
If I could inspire a movement, it would be about empowering women to feel confident and beautiful through a “less is more” philosophy — a mindset that celebrates authenticity and one’s natural beauty. This is the core mission of No Makeup Makeup. It’s about embracing who you are, enhancing what you love about yourself, and letting go of the pressures to fit into unrealistic beauty standards.
As a Gen Xer, I grew up in a world with very rigid, one-size-fits-all beauty ideals. The standards were often unattainable and left little room for individuality or diversity. It shaped how many of us viewed ourselves and beauty as a whole. I struggled with this and often, held back because I lacked the confidence to show up as myself. I finally realized somewhere in my 40’s that I would never be taller (I’m 5’2”) and I’m built the way I am built. I can only show up the way I am — so love me as I am. Self-acceptance is powerful and shows up as confidence. Self-acceptance is life changing.
What I love about Gen Z is how they’ve flipped the script. They embrace everyone — different shapes, colors, and identities — and celebrate individuality and inclusivity in a way we never saw growing up. Their openness and willingness to challenge outdated norms are inspiring and something we can all learn from.
This movement would bridge the best of both worlds: combining the wisdom and resilience of our generation with the boldness and inclusivity of Gen Z. It’s about showing women of all ages that beauty isn’t about perfection — it’s about self-expression, confidence, and celebrating who you are. Together, we can create a future where beauty is less about fitting in and more about standing out as your true self.
By inspiring women to show up as their most authentic selves, I believe we can create a ripple effect of positivity, kindness, and empowerment that benefits not only individuals but entire communities. When women feel confident in their own skin, they’re unstoppable — and that’s a movement worth starting.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
As a girl from Buffalo, I never imagined I’d one day have the chance to meet some of the most influential and inspiring people in the world. It’s been an incredible journey, and I know there are more amazing connections to come. One person I’d absolutely love to have breakfast or lunch with is Mel Robbins.
I admire her for being unapologetically herself and showing up in a way that’s real, relatable, and empowering. She has this incredible ability to cut through the noise and deliver messages that inspire action and confidence. Her work aligns so closely with my own values — authenticity, boldness, and helping people step into their power. I’d love the opportunity to hear her insights and exchange ideas about how we can continue to uplift and inspire others.
Mel, if you’re reading this, let’s make it happen! 😊
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Female Founders: Kim Wileman Of ‘No Makeup Makeup’ On The Five Things You Need To Thrive and… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.