Behind Her Empire: Meet YouTuber, Founder, New Mother and Designer Desi Perkins

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

On this week's episode of Behind Her Empire hear from Desi Perkins, a digital content creator, influencer, as well as founder and CEO of her namesake eyewear brand Dezi and skincare line Dezi Skin.


Before she rose to internet fame, Perkins worked in the service industry as a cocktail waitress. She describes how working in hospitality gave her indispensable skills like adaptability, problem solving and the ability to quickly connect with people. But, she said, it was incredibly difficult, and that she faced a lot of misogyny in her daily work environment.

At the urging of her then-boyfriend (now husband), she decided to quit working as a waitress. Perkins says this was "a big turning point in my life" and that it helped her to sort out what she really wanted to do.

"I always thought, 'I'm going to do something great with my life, I'm going to do something great.' And then I reached a point where I was like, wait, 'maybe I'm not'," Perkins said. "And that was so tragic for me that I even let my mind go there because I think you should always be in your own corner."

Perkins is a creative person, and her big break came when she was recognized as a makeup artist after helping create her husband's Halloween skeleton look. From there, she said she "just kept saying yes to these opportunities. And I realized, 'wow, makeup is a really amazing outlet for me creatively, and I'm gonna just try to pursue this'."

From that point in 2013, Perkins began posting on Youtube and other platforms. Today, she has over 3 million subscribers.

"What's great about these kinds of platforms is obviously your viewers, they grow with you," she said, adding that it also made it easier to be more authentic and personal.

Her rapid growth as an influencer meant Perkins had to become her own manager and editor. She put her own savings into making her own company because she was so passionate about it, bootstrapping so she wouldn't have to compromise on her vision.

Today, Perkins works with her family and a select few employees to run her brand, and is looking to expand.

Desi Perkins is a digital content creator, YouTuber, and the Founder/CEO of Dezi and Dezi Skin.

"Now anyone can be a creator, it doesn't matter if you're big or small. As far as followers, especially with platforms like TikTok, I think people just want to see something they can relate to. And the great thing about that is that there's like a platform for everybody, because somebody will relate to you." —Desi Perkins

dot.LA Engagement Intern Colleen Tufts contributed to this post.

Want to hear more of the Behind Her Empire podcast? Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radio or wherever you get your podcasts.

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How LA Beverage Startups Are Using NFTs to Build Their Brands

Perrin Davidson
Perrin Davidson is the publisher of⁣ LAeats, an L.A.-based food community covering the food industry, food entertainment and food tech.
Image courtesy of Bored Breakfast Club

While you can’t drink an NFT, that isn’t stopping some beverage startups from looking to capitalize on the blockchain-enabled craze.

Non-fungible tokens have gained traction in the art world, where artists and creators are using the digital assets to create closer connections with fans and collectors.

The idea of building a creative community around a product is not unfamiliar to beverage brands. After all, generations of beverage aficionados gave us the concept of the bar, the tea house and the coffee joint.

As brands increasingly take to the digital world to increase their exposure, many beverage companies are now experimenting with NFT technology to build interest around their products. Budweiser, for instance, recently signed a deal to mint collectible tokens, as have Bacardi, Fountain Hard Seltzer and the Robert Mondavi Winery.

Three new L.A.-based beverage brands–Bored Breakfast Club, Yerb and Leisure Project–are also using the blockchain to build their companies and engage with customers in different ways. Each is using NFTs to kickstart their direct-to-consumer businesses and build interest in their brands.

The goal is to use the transparency and equity inherent in blockchain technology to attract early adopters—giving them an opportunity to test ideas and products before they’re finalized—and encourage them to invest in a community built around their drinks.

Time will tell if each brand can deliver on that promise.

Bored Breakfast Club Bored Breakfast Club's NFT tokens feature the Bored Ape characters and serve as a subscription membership.

Bored Breakfast Club

One L.A.-based effort, Bored Breakfast Club, has looked to leverage the popularity of Bored Ape collectible NFTs to help jump start a new coffee subscription service.

Frogtown-based marketing agency Kley is leading the effort to use Bored Ape Yacht Club (BAYC) and Mutant Ape Yacht Club (MAYC) intellectual property to build direct-to-consumer coffee subscription memberships that are sold as NFTs on the Ethereum blockchain. The tokens themselves feature a breakfast scene that include BAYC and MAYC characters, and each functions as a coffee subscription membership.

BAYC and MAYC are considered two of the most popular and expensive NFT collections, according to OpenSea, a secondary NFT marketplace that also tracks their value. BYAC NFTs are valued at approximately 74.69 ETH ($244,041) on the platform.

Kley co-founder Brad Klemmer said the idea was to parlay the success of the Bored Apes brand into a new direct-to-consumer offering. Owners of the NFTs get four free coffee shipments and the possibility of more, if the project is a success.

Klemmer said the idea is to build a regular clientele for his coffee brand by shipping it directly to consumers, rather than relying on them to go to a coffee shop or grocery store. “You need a brand and community that puts their product on [consumers’] doorstep on a weekly basis,” he said.

Bored Breakfast Club launched the project on Jan. 10, offering 5,000 NFTs for .08 ETH (approx. $250) each, and promising token holders they would receive a 12-ounce bag of a different variety of coffee for each of four NFT sales thresholds the company surpassed. The NFTs have since sold out, meaning that the project will ship four bags of coffee to each token holder by the end of the month. The company has also created a “community coffee wallet” that could entitle token holders to still more coffee.

Bored Breakfast Club A graphic explains Bored Breakfast Club's "wallet" concept.

That’s because the “wallet“ collects funds from a 5% royalty on its NFTs that are bought and sold on the secondary market. Once it collects enough funds, the company will send additional blends to its 5,000 token holders. (Klemmer said they’re waiting to get data from their initial shipments to determine how much it will cost to ship additional bags). That communal “wallet“ will also pay to produce extra bags of coffee and Bored Breakfast Club merchandise to sell to non-NFT holders.

Klemmer said he sees the NFT offerings as a “fun way to buy coffee.” Also, there were “similarities around NFT communities engaging with each other and what the DTC subscription model is trying to be.”

Bored Breakfast Club works with Yes Plz Coffee, which sources, roasts, packages and delivers the coffee to NFT holders.

Yerb yerba mate drink

Yerb

Yerb was born out of entrepreneur Brett Fink's habit of drinking yerba mate with friends, many of them creatives who were looking for a coffee alternative. The traditional South American drink is said to provide a calmer caffeine-imbibing experience than coffee.

Like Bored Breakfast Club, Fink is hoping to use NFTs to drum up interest in his business early on. But instead of relying on the popularity of a particular NFT brand, Fink sees an opportunity to use the blockchain to heighten awareness of his own brand and, hopefully, develop buy-in for its first product.

Fink, who has past experience building and growing consumer-packaged good (CPG) brands, including cannabis brands, thinks NFTs can help build a creative community around a product.

“If you believe what we believe, and want to create a product for the creative process, you can benefit from it, as there is a massive untapped opportunity in NFT and CPG projects,” Fink said. “You need to get people to believe what you believe, then have them be involved and take ownership of that product.”

Yerb’s first yerba mate drink will be bottled in 12-ounce cans but sold through NFTs that cost 0.039 ETH (approx. $77 USD). The company started offering the tokens in February of last year; each entitles the holder to six cans of Yerb’s first release, as well as an additional six-pack of cans every year that they hold the NFT. Yerb is hoping that the offer will help it identify early adopters who will buy-in to the brand as repeat customers.

Non-NFT holders will be able to purchase the drinks once token holders receive the first shipment. Yerb is targeting April 2022 for that release after hitting supply chain issues last year.

Leisure Project

Leisure Project

Venice-based Leisure Project is taking a similar approach to Yerb by targeting creatives with an emphasis on community development.

The startup, which bills itself as “the world’s first co-created beverage brand,” hopes to market a kind of natural Gatorade for entrepreneurs, creators and innovators.

Leisure Project was started by former NCAA Division I athletes and brothers Steve Michaelsen, who works at Nike LA, and Alex Michaelsen, who works at TikTok marketing agency GO Ventures in Beverly Hills. The brothers, who have been bootstrapping the project themselves, have spent almost two years creating the brand’s first three flavors.

In December, the Michaelsens announced plans to experiment with minting NFTs that would provide token holders with the first run of their beverages, cheaper pricing on additional flavors and the opportunity to pitch new products. Leisure Project has been sampling its drinks at local NFT events to drum up publicity.

Down the line, the company hopes to use the blockchain to give token holders access to a yet-to-be-defined “creator database” of potential partners and grants.

Leisure Project is in its early stages, but its founders hope establishing buy-in through NFTs and social platforms like Discord will help build an authentic community for their brand, and give them a potentially vital advantage over more-established competitors. “Big brands can’t go backwards and do something community-orientated after the fact,” Steve Michaelson said.

Office Hours: JibJab CEO Paul Hanges on Creating Viral Joy

Spencer Rascoff

Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 75 companies and is incubating several more.

Image courtesy of JibJab

Even if people don't know the brand by name, JibJab CEO Paul Hanges is happy to see the company's greeting cards resonate and its mission to make people laugh continue to thrive.

On this episode of Office Hours, Hanges talks about JibJab, a pioneer of internet comedy that has evolved into a subscription platform for exchanging ecards, as well as a studio that produces video shorts and commercials for clients including Sony, Nickelodeon, PBS Kids, NBC in Disney. JibJab was acquired by Catapult Capital in 2019.

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Santa Monica EV Infrastructure Firm InCharge Sold to Swiss Tech Giant ABB

Pat Maio
Pat Maio has held various reporting and editorial management positions over the past 25 years, having specialized in business and government reporting. He has held reporting jobs with the San Diego Union-Tribune, Orange County Register, Dow Jones News and other newspapers in Ohio, West Virginia, Maryland and Washington, D.C.
Image courtesy of InCharge Energy

Santa Monica-based fleet electrification company InCharge Energy has sold a majority stake in its business to Swiss robotics giant ABB, the companies announced Thursday.

The deal gives ABB a 60% controlling interest in InCharge, which builds electric vehicle charging systems for commercial fleet operators including ride-share operators, school districts and municipalities. Financial terms of the transaction were not disclosed. The Swiss firm initially acquired a 10% stake in the startup through its Series A funding round in 2020, which ABB led alongside Macquarie Capital.

While InCharge will be folded into ABB’s e-mobility division, it will maintain its management team, including co-founders Cameron Funk and Terry O’Day, as well as its “tech neutrality,” the company said in a press release.

Founded in 2018, InCharge manages fleet electrification projects for commercial customers including truck rental company Ryder, truck and bus manufacturer Navistar and GM BrightDrop, which is developing electric-powered vans for commercial delivery firms. BrightDrop is part of GM’s larger initiative to have an all-electric lineup of vehicles by 2035; its first customer is FedEx, which placed an initial order for 500 EV600 vehicles.

InCharge currently employs around 50 people. As part of its plans to expand nationally, the Santa Monica startup has a four-year goal to hire hundreds of field technicians to support and service its charging systems across the country.

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