I Ran A Social Experiment On Our Fourth LIVE Event..

And we sold out 50% of our early bird tickets within a few hours!!!

I love testing the boundaries of what we know works—and sometimes that means stepping into the unknown. How you ask? Moving across the world at age 24, launching a business podcast after being unemployed for 6 months, organizing live events for 60+ people merely 2 years after entering the industry…I could go on forever.

For our fourth Roster Radio LIVE, I decided to do something a little different. No bold event title. No detailed bios of our incredible panelists. Just a simple invitation. And the result? We sold out 50% of our early bird tickets in just a few hours.

The Experiment

Back when I hosted the first event, I had 8 hours a day to pour into the promotion, the planning, the execution of said event. But I barely had a network of 15 people in the industry. So, of course, I was overwhelmed with joy when I had all 35 seats taken. Then, 2 months later, we had 50 people attend. In February, we had 65 people join us, with several others on the waitlist. Today, we have an email list of 200+ local executives.

Every time I set up the event page, someone tells me, it’s not a good time. End of summer, a conflict with some big industry event, a personal commitment. Every time, I wish, I posted the event a few days prior. So this time, I did.

While I waited on my third panelist to confirm if she could make it (trust me, there’s good reason why I’m waiting with my fingers and toes crossed), I decided to release Early Bird tickets.

There’s something magnetic about mystery—and, I’m hoping we’ve developed some trust within the community. So, I posted an IRL event announcement on social media with very little detail—no title, no panelist details, just an invitation to join us.

The result was exhilarating. Within a couple of hours, 50% of our early bird tickets were snapped up, a testament to the trust and enthusiasm our community has in the live experiences we curate.

Listen, it’s simple. This is my baby—the thing I daydream about. When a product for the gift bag shows up a day late, it gives me sleepless nights. For every event I produce, I dip into all of my personal equity, my connections, the trust that industry peers and leaders have in an authentic mission.

And I’m so lucky to have the support of so many brands and leaders in democratizing access to thought-leadership, connection, and learning, in the Beauty industry.

The Power of Community & Curiosity

The energy at these mixers is palpable—real conversations, authentic connections, and an insatiable passion for all things Beauty.

We’re building a community where the boundaries between industry leaders and passionate enthusiasts dissolve, making way for meaningful & accessible dialogue.

Why This Worked

In my humble opinion, this experiment worked because—while we are constantly overwhelmed with information—leaving some details to the imagination can be a superpower if you’ve had enough time to foster trust. This hunger for memorable experiences and insider insights was more than enough to get people in the door.

An Extension of the Experiment

The early bird tickets are only available for 48 hours. So yes, we paired mystery with urgency for this experiment. If this is your jam, join us on 4/29 from 6PM-8PM💄🎙💭

https://lu.ma/c9s4sgnq

Stay curious and keep the discourse alive!!
**And pray for me, because seriously, Roster Radio is my whole personality right now.