Laid Off: And Launched a Fragrance Brand
"I'll never talk anyone out of wanting to place a proverbial bet on themselves, especially those who are in the midst of a layoff."
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In today’s issue, we talk to Brianna "B.A." Arps, a former investigative journalist, on being laid off when people were still going into the office, "Mean Girl" culture, and starting her own indie fragrance label.
In the fall of 2018, then beauty journalist Brianna Arps was leaving a boxing class when she saw a random meeting added to her calendar.
She called her mom while walking to the train. She had a bad feeling. When she got to work the next day, she noticed a somber mood in the air. People were crying, and her email was shut off.
Brianna then met with HR. She was laid off.
“They allowed people time to cope with the news in-office,” she said. “You weren’t asked to leave right away. You had time to pack up and say your last goodbyes.”
Brianna pivoted to work in marketing at some of the best beauty startups in the world. She also started building what would become her own fragrance label, MOODEAUX. The brand launched in October of 2021.
“Never did I ever think I'd have the guts to launch a business of my own until I was laid off.”
What reasoning did they give for laying you off?
Company downsizing. About 40 of us were let go at the same time. The writing had been on the wall for months, though. Low morale at company all-hands, etc.
What was the first thing you did after receiving the news?
Packed my stuff, got on the train, went straight to cry/nest in bed. A former co-worker came over a few hours later with wine and we drank together. My then-partner also came over with takeout oysters. A favorite of mine.
Most of the people I’ve surveyed were laid off post-pandemic, meaning they found out over Zoom or some other conferencing tool. Most of them were home. You were laid off pre-pandemic and in-office. Can you paint a picture of what that was like?
Regardless if you're laid off in-person or over Zoom, I've realized by chatting with people over the years that feelings of isolation and desperation can exist across the board. Isolation in terms of suddenly being "excommunicated" from your former employer/company, and desperation in terms of scrambling to ensure your immediate needs/expenses will be covered for the foreseeable future.
The day I was laid off, along with a few dozen others, was pre-pandemic, and I remember the office vibe turning sour-then-somber with the news. As I gathered my belongings to take home with me on the subway, I was shocked, frustrated, disappointed — yet still hopeful given I wasn't the only person who was served the same fate. And hopeful that my industry expertise, positive attitude and transferable skills would help lead me in the right direction.
You said you had a "bad feeling" — why do you think your mind/body could sense something like a layoff was coming?
Layoffs often come with signs. Perhaps, monthly/quarterly meetings aren't as chipper. Perhaps, there's a growing paper trail of your performance. Perhaps, goals and company KPIs become loftier. It's up to you as an employee to try and always "read between the lines" of your employer — ensuring you're prepared for quite literally anything: good or bad.
How has being laid off changed your relationship to work?
No matter how hard you work to show proficiency in your job, or work to "fit in" inside a company culture that claims to promote and foster inclusivity… sometimes it'll never be enough. But that doesn't mean you're not enough. Gaslighting is real. "Mean Girl" culture is toxic. Go where you are truly celebrated, not just tolerated and pushed out when you no longer fit the agenda, or when the company is suffering.
What are some red flags that a company culture is toxic?
A tell-tale sign that your company's culture is "toxic" is if, at the end of the day, your company's values remain on paper and aren't actually ever put into practice. We put so much power in our employer's hands. I get it though. But ultimately, it's up to you to decide whether you're okay with that type of misalignment or not — and what your next step's gonna be should the latter override your ability to stay.
What advice would you give someone who has just been laid off?
Breathe. If you have air in your lungs, life isn't over and yours is still worth living. Feel your feelings. Don't suppress them, they're valid. Release. Text, call, or visit someone you trust and let them know what's going on, don't harbor the negativity inside. Plan and assess your financial situation and cut any non-vital expenses ASAP. Take inventory of your "transferrable skills," they'll be helpful in seeking new employment — whether within your current field or something adjacent. Boss up and reclaim your sense of power, chunk up the deuces to those who just unleashed the beast inside of you and move forward.
When did you know you wanted to start your own business? How did the layoff bring clarity to that vision?
I've been shadowing dope entrepreneurs since before high school, learning how they operate and what makes their ventures successful. It's always been fun being a part of their journeys — from securing internships to landing senior positions. I was comfortable. Never did I ever think I'd have the guts to launch a business of my own until I was laid off. Sometimes, the "bad" things and wake-up calls in life slap you in the face when you least expect them to. Sure, they hurt, but I figured nothing could or would ever hurt worse than not trying and reclaiming control over my career and destiny. I literally had nothing else to lose when I began ideating MOODEAUX. Although building a startup has been the farthest thing from easy, I wouldn't change a thing.
The laid off to founder pipeline is something I'm seeing more and more of. Why do you think that is?
People are defining the value they have and are no longer waiting for others to see, recognize or celebrate it. Plus, the age of the Internet and modern technology in general has removed many — but not all — of the barriers entrepreneurs used to face when getting started.
When you knew you wanted to start your own fragrance brand, what was the first step you took toward making that a reality?
The first thing I did after jotting down the idea for MOODEAUX was dive into research and begin brand building. Simultaneously, I also reconnected with founders within the beauty space I had met and interviewed through journalism. Although I didn't talk to anyone with a fragrance brand themselves, I did speak with a few trusted folks across the hair, makeup, and skin categories to gather their best advice.
Was it important for you to cultivate an inclusive culture, one that you didn't find at your previous job?
Intentionality centers and grounds everything we do at MOODEAUX, which includes cultivating a culture of inclusivity that shines through our team, brand, copy, visuals, products, socials, etc. All matters are viewed through the lens of MOODEAUX's distinct purpose, vision, philosophy and mission. Staying true to those core tenants we spent years defining helps guarantee we're only doing work we can 100% stand by and defend.
What advice would you give someone who, in the midst of a layoff, wants to start their own thing?
I'll never talk anyone out of wanting to place a proverbial bet on themselves, especially those who are in the midst of a layoff. But it's important to be realistic and pragmatic. This way of making a living is more times than not "do or die" — at least it is for me.
I didn't and I don't have a Plan B. MOODEAUX is Plan A-Z, and that's on purpose. The moment you give yourself an "out" by subconsciously planning to fail is the moment you should recognize that entrepreneurship might not be your calling. You have to have a higher risk tolerance than most, be willing to look silly and lose friends in the process. If none of that troubles you, good! Find a trusted mentor or two, or three to advise you along your journey — and always, always, always "pay it forward" to the next person.
What's your favorite MOODEAUX product right now?
We currently have three signature fragrances at MOODEAUX: Worthy, PunkStar and Brand New. Worthy is the "safest" in terms of smell — it's like a hug in a bottle, a warm comforting blanket for the senses that has the most universal appeal. We launched it first, and it's a consistent best-seller! PunkStar is our second drop — we call it the leather jacket of your fragrance wardrobe. Super edgy, fruity yet smoky, just delicious. A true head-turner and my personal favorite. Brand New "wipes the slate clean," helping every day smell and feel like a bright fresh start. It too has a universal appeal, blending citrus, floral, tropical notes all in one mood-boosting scent.
Brianna has generously offered three 2.5mL deluxe MOODEAUX samples at no cost, just pay shipping.
Use the code FREEBIE at checkout. The offer is active through December 31, 2024.
And stay tuned for a giveaway dropping in the chat later today.
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As someone who was recently laid off for the third time in the last 4 years, this newsletter is quickly becoming a new favorite. I love how you're allowing folks to own their narratives instead when it's so easy to just look at layoff stats as numbers ❣️
Received my fragrance and absolutely love it and the stickers!!!! Doing a whole post since my new job as educator 👩🏽🏫 got me smelling goood in the lounge chile’ @Melanie Ehrenkranz Thank y’all 💚🪴