Sabrina is the co-founder of 4AM, the skincare brand that built an entire routine into a single wipe. She built it while still in medical school - performing surgeries by day and posting on TikTok at night - and grew it all with a 2-3 person team into Target nationwide.
In this episode she breaks down:
- How she spotted the hero product that became 95% of her sales - The TikTok Shop strategy that turns 5,000 organic views into 500,000 - Why brand story beats the discount game every time - How they kept investors on the hook and went nationwide on a tiny team
If you're building a brand from nothing, with limited capital, this is the playbook for you.
Everything from this episode, structured into a free playbook: https://www.elevatorgoods.com/talks/sabrina-sade
Connect with Sabrina & 4AM: 4AM: https://4amskin.com/ Sabrina on TikTok: https://www.tiktok.com/@sabsade Sabrina on Instagram: https://www.instagram.com/sabsade/
Chapters: 00:00 Intro 06:00 Why starting skincare felt delusional 08:00 The whiteboard: an entire routine in one wipe 08:30 Going all in on a $300 bank account 20:00 The accidental pivot (and Target's call) 27:30 The TikTok that hit 3M views 32:00 Why TikTok Shop is still whitespace 40:00 Brand story beats the discount game 43:00 How to keep VCs on the hook 1:00:00 Does a VC actually add value? 1:05:00 Ecommerce vs wholesale 1:10:00 Demand planning in retail 1:13:00 Surgeries by day, TikTok at 1AM 1:20:00 Advice: there's no formula
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