Welcome to episode 39 of Inc.'s "Founders Project with Alexa Von Tobel"  podcast, where we bring you stories of the entrepreneurs building the future. Listen to the tales of guts, inspiration, and drive behind the people and companies at the forefront of technology. Each weekly conversation digs into a founder's professional playbook -- and starts to uncover what makes them tick as people.

This week, Marla Beck, co-founder and CEO of Bluemercury, talks about launching numerous thriving beauty brands. 

How to Manage Risk, with Marla Beck of Bluemercury

Armed with a lifelong passion for cosmetics, Marla Beck saw an opportunity to transform the makeup shopping experience. In 1999, she founded Bluemercury, and scaled the company into hundreds of stores and multiple product lines before selling to Macy's in 2015. Marla shares why omnichannel customers are valuable for retail businesses, how she implemented a radical HR model, why she hires for "skill, will, and fit," and why she believes entrepreneurship isn't about risk-taking - it's about risk management.

Note: This episode was recorded in early March, just as the Covid-19 outbreak took hold of the U.S.