A Chat with Estée Lalonde: From Digital Pioneer to Brand Founder

We were thrilled to welcome Estée Lalonde to the podcast, a voice, a face, and a founder many of us know and admire in the beauty world.

Estée first captured attention as one of the early digital influencers in beauty with her relatable, down-to-earth personality and inspiring content that resonated deeply with her audience. Over the years, she’s evolved from content creator to brand founder with Mirror Water, a beauty brand that reflects her journey of self-discovery, wellness, and mindfulness.

Her work continues to inspire countless followers and fans around the world, and in our conversation, we delved into her incredible journey—from navigating the beauty industry as one of its first influencers to the challenges and triumphs of launching her own brand. We also explored what it truly means to stay authentic in an ever-changing digital landscape.

Below are some of the highlights from our chat and you can listen to the full episode here.

The Journey from Content Creator to Brand Founder

Estée’s story is one of evolution and growth, both personally and professionally. Looking back at her journey from starting out as a content creator to now being a founder, Estée shared some valuable insights. “When I started creating content about 15 years ago, I had no idea what was in store for me,” she said. “I truly started doing it as a hobby because I wanted to share and connect with others. There was no ulterior motive; I never thought about followers or money, which is obviously a big part of the industry today.”

In the early days of her career, Estée began sharing her life—mental health struggles, relationships, and personal experiences—in a way that felt authentic and real. "Most 19-year-olds don't share the ins and outs of their first relationship, let alone their mental health struggles," she reflected. “But it helped me connect with people who were going through similar things.”

As Estée grew into her 30s, she recognised the positives and negatives of living her life online. “Some of the positives include having a career and following of people who truly get me,” she said. “But there’s a downside too—the pressure of it all has definitely made my anxiety worse.”

She added that sharing so much of her life also created a disconnect between her real self and her online persona. “There’s a gap between who I am online and who I am in real life,” she shared. “It’s something I still manage, especially when meeting new people.”

Authenticity and the Cost of Sharing

One of the recurring themes in our chat was the balance between authenticity and the cost of sharing too much. As a brand founder and content creator, Estée faces unique pressures. “People always say they want authenticity, but I honestly think they can't handle it,” she said. “The truth is messy, and people judge. For example, when I talk about the stress of running a beauty brand, some people might say, ‘It must be hard making body scrubs for a living.’ The reality is far more complex.”

Estée pointed out that, while being authentic can be empowering, it also comes with consequences, especially as a public figure. “I’ve had to become more conscious of what I share and how much,” she explained. “I’d love to share everything, but I just can’t, because it can get blown out of proportion and misinterpreted.”

This tension between being open and protecting her mental health is something Estée has had to navigate carefully. “I think there's a balance. You can be authentic without sharing everything. But because I've been doing this for so long, it's hard to find that balance.”

The Pressure to Be Likable and the Realities of Brand Ambassadorship

As a female founder, Estée also discussed the additional pressure of having to be a brand ambassador for her own product. “People underestimate how much work goes into being a content creator,” she said. “When you’re the founder of a brand, you have to maintain two sides of your life—your personal content and your brand content.”

Estée recognised the challenges that come with being both a brand founder and a content creator, especially when managing a platform built around her personal life. “I see founders like Diana Cohen of Crown Affair, who can focus their platform entirely on their brand,” Estée said. “I wish I could do that with Mirror Water, but my Instagram is already so personal. It’s a tricky balance, trying to merge the two worlds.”

Advice for New Female Founders

As someone who has built a career as both a content creator and a brand founder, Estée offered some thoughtful advice to aspiring entrepreneurs, especially women. “If you're not used to putting yourself out there, it can feel uncomfortable, but it’s something you can train yourself to do,” she said. “When I started, I was incredibly introverted. But over time, I learned to embrace the spotlight, even if it’s not always easy.”

For new founders, Estée emphasised the importance of being patient with yourself. “You won’t be good at it immediately, and that’s okay,” she said. “It takes time to find your voice and build your confidence, but the key is to just keep going. And remember, it’s okay to not be perfect.”

Our conversation with Estée was an inspiring reminder of the importance of staying true to yourself while navigating the complexities of the beauty industry and personal branding. She’s shown that authenticity, while challenging, can be a powerful tool for connecting with others—and that with time, you can find a balance between sharing and protecting your mental health.

If you're interested in hearing more from Estée about her journey with Mirror Water and the realities of brand-building, make sure to listen to the full episode here.