Volition over Convention: Patricia Santos, Founder & CEO, Volition Beauty
What makes someone leave a successful investing career to start a beauty brand from scratch?
In this episode of There Is No Alternative, Tina Bou-Saba, founder of CXT Investments, sits down with Patricia Santos, founder & CEO of Volition Beauty, to talk about the moment she realized she could be an entrepreneur, what it means to lead with conviction, and how Volition is changing the beauty industry by putting creators at the center.
Patricia opens up about her path from VC to founder, how bias shaped her early experiences, and the lessons she’s learned about resilience, leadership, and long-term thinking in beauty and consumer brands.
Together, they unpack how creator-led innovation works in practice, what it takes to build operationally strong brands, and how to keep perspective through the highs and lows of entrepreneurship.
If you’re a founder, operator, or investor interested in the next evolution of consumer brands, this one’s for you.
In This Episode:
Why founder conviction matters more than a “perfect” idea
The origin of Volition’s co-creation model with creators and fans
How to lead and fundraise as a female founder in beauty
Why choosing the right partners and team defines your trajectory
[00:00] Meet Patricia Santos: Redefining Beauty Through Co-Creation
[02:01] From Wall Street to Wellness: How Patricia Found Her Purpose
[11:36] The Spark Behind Volition: Building a Brand with Heart and Data
[19:26] Inside the Volition Model: Innovating with Creators, Not Just for Them
[27:15] The Creator Economy, Evolved: What’s Changing and What Still Matters
[28:31] Collaboration in Action: The Story Behind Bram T. Juliette
[33:16] Finding the “It” Factor: What Makes a Creator Stand Out
[37:00] The CEO’s Role in a Creator-Led Brand
[40:19] The Beauty Investment Landscape: Lessons from Both Sides of the Table
[44:12] Scaling Smart: How Patricia Thinks About Acquisitions and Partnerships
[50:01] Advice for Founders: What Patricia Wants Every Entrepreneur to Know
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🎙️ There Is No Alternative: Lessons in Entrepreneurial Leadership with Tina Bou-Saba