She Built It

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She Built It She Built It supports and celebrates bold entrepreneurial and career leaps for women.

She Built It is a group of creative, resilient and collaborative women who support each others entrepreneurial and career growth, and celebrate each others success.

10/10/2026

On She Built It®, Dr. Whitney Hovenic and Hillary Schieve explained the positioning decision behind SP**GE.

The problem: people are reluctant to put on something that can save their life. And a generation spending heavily at Sephora often leaves out the most important step in the routine, which is sunscreen.

The answer: make sunscreen feel like skincare.

When your audience skips the step, the product isn't always the problem. Sometimes it's where the product sits in their life.

10/09/2026

On She Built It®, Dr. Whitney Hovenic and Hillary Schieve from SP**GE, shared practical sunscreen guidance most people don't hear.

Spray should never be your first layer. Start with a cream-based sunscreen for better coverage.
To reach the SPF on the bottle, you need a lot more than most people use. For the body, think of a shot glass worth. For the face, a two-finger spread or a nickel size.

A spray alone can give a false sense of protection. Save this one.

10/08/2026

On She Built It®, Dr. Whitney Hovenic and Hillary Schieve from SP**GE shared a view that goes against how a lot of health brands are built.

"Dermatologist tested" is a claim you see everywhere. Whitney explained what it takes behind the scenes: strict SPF testing, a process called RIPT testing, and a purpose for every ingredient.

Then the other half: people are happy to see a brand built for real life.

Rigor and personality don't cancel each other out. Credibility is what you prove. Personality is how people remember it.

10/06/2026

On She Built It®, Dr. Whitney Hovenic, co-founded SP**GE, made a confession most founders relate to more than they'd like to admit.

She's a Mohs surgeon and she removes skin cancer for a living. None of that taught her what ROAS was.

"Doctors are the worst. We're just like, oh, we'll sign this contract... I feel like I've gotten an MBA. I had no idea what ROAS was. We're on these marketing calls, and they're like, how are your tacos? And I'm like, chicken, beef."

Being excellent at your craft and knowing how to build a brand around it are two entirely different skill sets. She's learning the second one in real time.

10/02/2026

On She Built It®, Lauren Schulte Wang of The Flex Co. shared how she got a resistant team to actually adopt AI.

She downloaded ChatGPT the first week it launched. Her team was slower to come around, some avoided it, some were embarrassed to admit they hadn't tried it.

Her fix wasn't a mandate. It was a reframe: this is a career skill for you, not just a tool for us.
Her message to the team: you have the opportunity to learn this on the job, and get paid to do it, before your next role, and the one after that.

Framing it as a gift instead of a requirement changed how fast it actually stuck.

10/01/2026

On She Built It®, Lauren Schulte Wang of The Flex Co. shared why she turned down a retail deal most CPG founders would kill for.

Target had been pursuing The Flex Co. since before it even launched. Most founders would say yes on the spot.

Lauren flew out there two years in a row to say the opposite: thank you, but not yet.

Her reasoning: retail can make your company. It can also break it. Without a marketing flywheel already working online, you won't have the sales velocity to hold your shelf space, and discounting becomes your only lever.

The Flex Co. grew tens of millions of dollars through DTC first. Then, when the flywheel and the operations behind it were ready, retail followed.

Sometimes the biggest growth move is the yes you're willing to delay.

09/30/2026

On She Built It®, Lauren Schulte Wang of The Flex Co. shared a moment that says the quiet part out loud.

At a conference, an investor in a men's sexual health company walked up to her and said it plainly: "I can't believe you all have been able to build what you've built, because we know that there's a double standard. We can say literally whatever we want on all of the platforms and market our products, and we know that you can't."

Not an accusation from an outsider. An admission from someone inside the exact industry benefiting from it.

Sometimes the clearest proof of a problem is the people profiting from it saying it out loud.

09/29/2026

On She Built It®, Lauren Schulte Wang of The Flex Co. named a fight most people never see.

Every major ad platform, Meta, Instagram, YouTube, Google, Amazon, has made her team fight just to say the word "period." To show red liquid instead of blue.

Meanwhile, brands selling Vi**ra alternatives run ads that are, in her words, "pretty sexual and pretty racy," with no pushback.

Just last week, a batch of her ads got disapproved. She asked the platform: tell us the rules, and we'll follow them.

They couldn't. Their answer: if someone flags a red liquid as uncomfortable, that's now "sexual content."

A product every woman needs, held to a standard no one will define.

09/25/2026

On She Built It®, Melissa Broughton of Busy Bee Advisors shared a number most founders never check: how often they actually reconcile their books.

Automation is wonderful, until it duplicates or triples your income entries without anyone catching it.

Her standard: reconcile at minimum quarterly. More often if it makes sense for your business, never less.

Why it matters at tax time: overstating your income means getting taxed on money your business never actually made.

A number on a screen isn't the same as a checked number.

09/24/2026

On She Built It®, Melissa Broughton of Busy Bee Advisors said something worth hearing before you cancel your bookkeeper.

Business owners keep telling her the same thing: "I'm going to have AI do my bookkeeping." They leave with the best of intentions.

Three or four months later, they're back. "It didn't really work as well as we had hoped," or, "There was nobody to call if we had questions."

The funniest one, her words: "My books are just wrong."

Her take: if you don't know what you're looking at, and whoever's doing your books can't explain it to you, it's not a match. AI or human.

That human connection is what makes the difference.

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