New Eras: A Reset, But Make It Sexy

The Power Of Starting Over In Business, Life & Identity

It’s an exquisitely private choice to decide to start over. There’s usually no singular moment, but many before the internal click, like finally realizing you’ve outgrown a favorite fragrance. It still smells nice, technically, but it’s not you anymore.

That’s where I am now.

After nearly two years of self-employment, I’m saying goodbye to the previous version of the consultancy I built under the name HONEY B. It carried me through the most formative stretch of my career, but lately, it feels like a jacket that no longer fits. It’s still cute, but not mine.

I’m starting fresh with more clarity. A new name. A new structure. A new level of alignment. I’ve grown. And the business, my business, deserves to grow with me.

(I’ll share more when it’s ready)

There’s a reason we crave new beginnings and it’s much deeper than escapism. It’s literally biology. Our brains light up at the promise of reinvention. The clean slate offers a reprieve from the weight of expectation, legacy, and proving ourselves over and over again. Sometimes we need to forget what we built just long enough to remember why we built it.

In beauty, we talk endlessly about transformation, but rarely do we talk about it in terms of business, or identity. We applaud product reformulations, campaign refreshes and packaging updates, but we freeze when it comes to doing the same for ourselves. The irony, of course, is that reinvention is the most honest kind of brand building there is. It’s a return to essence and a refusal to stay trapped in old narratives just because they’re familiar.

You’re allowed to be the reason your business changes. Your desire is data. Honestly, sometimes the smartest thing you can do, the most strategic, grounded and ambitious thing, is to start over.

You can physically feel it when you’re overdue for a shift. At first, it’s subtle. You feel disconnected from your own positioning. The work feels heavier than it should. The voice starts to sound like someone else’s. But you keep going because that’s what we’re taught. Refine. Optimize. Stay the course.

Eventually, the ache becomes impossible to ignore. If you’re brave and ready to be honest, then you realize that the problem isn’t that you’re not working hard enough. It’s that you’ve evolved. And the structure around you hasn’t.

We don’t talk enough about this moment in entrepreneurship: the shedding season. The chapter where the old scaffolding has to fall away because it’s no longer relevant. The ego hates this part. The spreadsheet hates this part. But the creative soul? Never felt more alive.

There’s a version of reinvention that looks like a runway walk: clean branding, perfect rollout, linear narrative. But that’s not the version I know. Mine is messier. More internal. I’m not changing direction so much as I’m changing how I move. Sharper, bigger, with more elegance and less urgency. I’m not interested in building something just to scale it. I want to build something that feels like me, even three years from now. Even ten.

Until I can physically change environments by moving cities and starting over in the most literal way, I’m reclaiming what I can control. I’m reimagining the way I show up, reorganizing my offerings and re-articulating my value because I’ve decided it’s time for more beauty, more ease, more accuracy in my day-to-day.

We don't always get the privilege of a grand reset. Sometimes, we have to create our own clean slate and I’ve learned that that’s its own kind of luxury, too.

A truth I’ve come to love: you can outgrow something and still love it. A brand. A name. A version of yourself. You can sunset something with grace. You can walk away with softness. You can evolve without dramatics. You can change everything and lose nothing that matters.

Realignment. Renaissance. A blissful pivot. I think more more people need to hear these discussions. If any of this is resonating, you’re not reckless for wanting to shift. You’re not behind because you realized your original vision was only a starting point. You’re simply becoming in your own time.

I’ve always believed in the alchemy of identity. The softness and strength it takes to refine ourselves again and again. I don’t believe in stagnation here. What I do believe in are personal revolutions that make you feel more you than ever before.

Clean slates are not signs of instability. It’s self-awareness, self-trust, taste, and discernment. All of that is both smart and chic AF.

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If you’re a beauty or wellness founder navigating your own evolution, whether it’s a subtle shift or a full brand rebirth, I’d love to support you.

I’m currently accepting new clients for brand development, marketing strategy, and consulting. Let’s talk beauty business: book some time together here.