Q&A

The founder who walked from big retail

After “Shark Tank” and big-box deals, Gita Vasseghi shares what she learned

(Photo credit Hailley Howard)

When Gita Vasseghi launched No Mo-Stache portable waxing kits in 2014, the direct-to-consumer boom was just beginning. Since then, she’s been picked up by—and chosen to pull out of—big box retailers, appeared on “Shark Tank” and discovered a second career as a real estate agent. Here, she shares the pros and cons of going into wholesale, taking on investors and building a business without losing yourself.

—Interview by Marcy Medina, edited by Bianca Prieto

When did you first expand into retail, and what was that journey like?

My first retail experience was almost accidental. I sold a single SKU to a boutique, and that boutique and my product ended up featured in Real Simple magazine. Back then, print media could change lives. Suddenly, my inbox was flooded, and a large retailer reached out asking to put us in 200 stores. I said yes and just figured it out as I went. That willingness to dive in, problem-solve blindly and make it work whenever a big opportunity came my way became a major part of my entrepreneurial journey.

Have you since pulled out of some larger retailers, and why?

Yes, very intentionally. Mass retail requires tremendous capital, energy and constant relationship management, and we dealt with frequent buyer turnover. I realized that just because you can be in every major store does not mean it is the healthiest move. I chose to step back and focus on building more sustainably.

What advice would you give a beauty founder considering retailers like CVS, Target or Ulta, and what are the pros and cons?

Big box retail is not for the faint of heart. Our first Target order required $200,000 up front with 75-day payment terms. We financed through factoring, stretched every dollar and still had to spend heavily on marketing to succeed in-store. My advice is to build slowly, know your numbers, and make sure your foundation is solid before leaping into mass retail.

Pros: The reach is unmatched. After months of work, seeing your product on shelves nationwide is unforgettable. Walking into a store and spotting something you created from scratch is a moment of pure pride.

Cons: You are at the mercy of the retailer and competing with brands that have far larger budgets.

What would you tell other founders about taking on investors?

An investor is essentially a business partner. Ask yourself: do I trust this person, do I respect them and can I work through challenges with them? If the answer is not a clear yes, the partnership can quickly become a burden instead of a blessing. Do your homework. It is not just about the money, it is about the relationship. Being on Shark Tank was exciting, but excitement can cloud judgment. Looking back, I would have been more discerning about alignment.

What are the biggest lessons learned 10 years after founding No Mo-Stache?

I learned that it is okay not to know everything. You grow by doing. Success came from being scrappy, resilient and adaptable, not from having a perfect plan. I also realized my company does not define me. For years, I was introduced as my business, but I have learned I am more than a brand name. That lesson is especially important for millennial founders who were raised in hustle culture. Burnout and the pursuit of more is not sustainable. The real win is building something lasting without losing yourself in the process.

What prompted your decision to move into real estate?

Real estate gave me back something I missed in beauty: true connection. Running a brand can be isolating, but helping people find homes lets me be part of their lives in a deeply personal way. The process reminds me of retail launches, with months of work leading to one unforgettable moment. But now the relationships feel more meaningful because they are built around people, not product.

The best part is I get to carry over the skills I built with No Mo-Stache. My socials are setting me apart in this new chapter in real estate, and I honestly feel eons ahead of agents my age. I thank my Gen Z social team for teaching me everything I know.