By: Lauren Wilson
Los Angeles, CA — When I meet Erin, she’s in her activewear — bright, grounded, energetic, and full of that easy Aussie confidence.
Her personality fills the room before the conversation even starts. There’s no pretense, just passion. It’s clear from the first few minutes that she’s built everything she has from pure drive and belief.
Born in Australia and now based in Los Angeles, Erin turned an idea conceived at her kitchen table during the height of the COVID-19 pandemic into a multi-brand company now stocked at Target USA. Over the last few years, she has built a portfolio of brands that blend beauty, lifestyle, and purpose — LA Glam Co, yehMATE, and, recently, a skincare and hair care brand called Glow & Go for the next generation. And now, with two silent investors officially joining her company, Erin is stepping into a new era of growth — on her terms.
“This milestone isn’t about stepping back — it’s about stepping up with the right people beside me,” Erin says. “The investors believe in the long-term vision and trust me to lead it. I built this from nothing, so maintaining majority control was non-negotiable.”
Her calm confidence and focus are hard to miss — qualities that have helped her grow LA Glam Co from a pandemic-born passion project into a national brand. The company has achieved consistent 30–40% month-over-month growth, tripled its product catalog, and established a reliable international supply chain between the U.S. and its expanding customer base.
She pauses, thinking for a moment before adding,
“It’s wild to think it all started at my kitchen table back home. Now we’re scaling across continents, working with retail I could only dream of, and creating brands that actually stand for something. Purpose will always lead to the strategy.”
Photo Courtesy: Dimitry Loiseau
The Conversation
When you first started during COVID, what made you believe this idea could actually become a real business?
“I actually would never have started it if I didn’t think it could become a real business. It was always a goal to build a product-based brand — and I’ve always loved the beauty space. I knew from day one this wasn’t just a side project. That goes for all of my brands.
What was the biggest challenge in scaling from a small online brand to working with retailers in the U.S.?
“Understanding what they want. Having the demand ready, knowing the timing of things, warehousing — it’s a whole new world. I learned so much about how retail really works.”
How did you know it was the right time to bring on investors, and what do you look for in a business partner?
“It actually happened really authentically. It wasn’t something I was looking for or needed, but once it was presented and we worked through the logistics, it just felt right. It’s exciting to have people who believe in me and want to be part of the growth.”
How do you balance being creative and being a CEO — the visionary and the operator?
“It can be hard, honestly. But I have a great team who help me daily. We work closely across all areas of the brands and retail, so I’m never alone in the process.”
What does leadership mean to you, especially now that you’re growing across three brands?
“For me, leadership means helping others grow in their roles — giving them confidence and the space to shine. It’s about making people feel seen and heard. Every role, every team member matters.”
You built this with no outside investors for years. What did that teach you about resilience and independence?
“Having owned businesses since I was 20, I’ve built a lot of resilience. Business isn’t easy — even on good days. When you build something alone, you learn to rely on yourself, and then others start to rely on you. It changes how you lead.”
If you could give one piece of advice to other founders starting from scratch, what would it be?
“Just start. Work really hard. And block out the noise — because not everyone’s advice is right for you or your business.”
What does success look like for you now — personally and professionally?
“Personally, being happy, healthy, and having freedom to live a nice life. Professionally, seeing the brands’ growth exceed my expectations and really fulfilling my investors.”
The two new investors — both accomplished professionals — bring capital and experience designed to help scale the brands without compromising Erin’s independence or creative leadership.
In a joint statement, they shared,
“We are both really optimistic and excited about the future of being part of LA Glam Co, yehMATE, Glow & Go, and beyond. It’s an exciting opportunity to work with Erin and be part of the company’s overall growth.”
With Glow & Go set to make its full 2026 debut as a “self-care for the next gen” line, and yehMATE expanding through apparel, wellness, and men’s mental health initiatives, Erin’s brand portfolio now represents more than products — it reflects a movement.
“Every brand has a reason to exist,” she explains. “LA Glam Co was built for confidence, yehMATE for awareness, and Glow & Go for the next generation. Each one has a story that I am beyond proud of.”
As she heads into 2026, Erin remains the majority shareholder and creative force behind one of Los Angeles’ inspiring independent brand stories — proof that when grit meets strategy, the results speak for themselves.
Erin makes no secret of the fact that she still has a lot of work to do, a lot of growth to achieve, and acknowledges that she still has doors to open.
“I have said this before, actually, last week, and it is always important for me to acknowledge that although I am driving things daily, there is a lot of help from my team and extended team to execute and help me get the brands to where they need to be. And for those people, I am extremely grateful, and now to my investors for believing in me is an exciting moment for me in my career as well as a business owner to have achieved this.”
As our conversation wraps up, it’s clear Erin’s journey is one of vision backed by relentless effort. She’s proof that grit and heart can build empires — and that staying true to your purpose can open doors far beyond what you first imagine. With her next chapter unfolding across beauty, lifestyle, and wellness, one thing’s for sure: this is just the beginning for Erin and the powerhouse brands she’s built from the ground up.
Thanks for reading,
Lauren.
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