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skin care line called rodan and fields. soon after launching, estee lauder came knocking and they sold the company, a decision they regretted almost immediately. >> you guys took a big risk when the sold rodan & fields to estee lauder and then you bought it back. >> we did. the problem was we had a very big vision to help people and we weren't getting there at all. we were trapped behind the glass counter completely. we weren't their highest priority and we were never going to get anywhere. so the courage to buy it back wasn't difficult. the courage to start again with all the risk, a completely on our shoulders, everything we had earned from proactive we poured into the new venture rodan & fields. >> and not understanding fully how we're going to sell this product. >> right. >> and it's timing, too. that was really critical. because right at that moment in time, we saw the decline of department stores. you could literally roll a

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