The biggest financial lesson Susan Yara learned when she founded Naturium?

You need to spend money to make money—but you also need to be really, really careful.
Cash flow wasn’t really a problem for Susan back when she was a content creator. But when she became a founder, she had to stay focused on cash flow every single day.
That’s why it’s so important to make choices that keep you cash positive. That can mean being pragmatic about what you’re creating—even if everyone’s telling you they want more. It can mean turning down a shiny opportunity you can’t afford.
For Susan, it meant a $355 million exit to e.l.f. Beauty so that Naturium could have the cash to keep growing fast.

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