Shopify Masters How I Scaled My Side Hustle to $15 Million
Mar 17, 2026
Rosie Johnson, founder of clean fragrance label By Rosie Jane and former celebrity makeup artist, built a kitchen-table side hustle into a multimillion-dollar brand. She discusses crafting subtle scents, slow-launching while juggling family, breaking into retailers like Sephora, staying bootstrapped, and using sampling and community to drive sustainable growth.
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Early Press Spike Burst Cash Flow Limits
- A People magazine write-up calling Le La Lou 'Jennifer Aniston's favorite fragrance' produced a sudden influx of orders that Rosie struggled to fulfill and pay for.
- That early press moment proved demand but also exposed cash flow and operational limits for the tiny operation.
Sephora Outreach Came After Initial Rejection
- Rosie had pitched Sephora earlier and received rejections, then years later Sephora reached out to review By Rosie Jane as a clean fragrance and offered a position.
- She sent samples while still hand-wrapping bottles and then got the offer, marking a turning point to full-time entrepreneurship.
Choose Retailers Who Help Build Your Story
- A great retail partner actively builds the brand with you, not just shelves your product, and provides nurture and storytelling support.
- Rosie cites Sephora as a partner that helped communicate By Rosie Jane's story and position it as a clean fragrance.