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Woman-Owned Spotlight: Sima Mosbacher, Founder of Urban Doll

Updated: Jan 6

Sima became the world's youngest female commercial airline pilot at the age of 20. During her time working in a male-dominated industry with a super constricted schedule, Sima found it difficult to maintain a “glam” appearance. So, to help simplify and glamify her morning routine, Sima turned to lash extensions. Unfortunately, she came to notice severe long-term damage after years of in-studio fills.


That's why Sima began working on her own solution, Urban Doll: easy-to-apply, at-home lash extensions that last for two weeks. After many years of research, Urban Doll officially launched in February 2022 and quickly grew through word-of-mouth to become a 9-figure brand in less than a year. Urban Doll lash extensions are hypoallergenic, dermatologist-approved, PETA certified, cruelty-free, vegan and 100% hand-crafted.




Before we dive into your story, tell me how you help cultivate confidence?

I believe that cultivating confidence comes down to having faith in yourself and trusting your abilities. I have always been passionate about helping others look and feel their best, and this is what drove me to develop the 10-Day Lash Extension System. Throughout my career, I have worked to build a strong foundation of knowledge and skills, which has enabled me to take on any challenge with confidence. I also practice positive self-talk and remind myself that I am capable of anything I put my mind to. Through this combination of knowledge, experience, and self-belief, I have been able to cultivate a deep sense of confidence and embrace any opportunity that presents itself.


What does being a woman-owned business mean to you?

Being a woman-owned business means that I am dedicated to creating a legacy and inspiring other female entrepreneurs. As a woman, I understand the unique challenges that come with finding a path to success. That is why I strive to create opportunities for women to reach their full potential and create connection and collaboration rather than competition. Being a part of the business world as a woman offers an opportunity to pave the way for future generations, and I am honored to take part in this journey of empowering other women to stand strong and make an impact. Through my business, I hope to create a space where women can share ideas, create meaningful connections, and support each other in order to foster a thriving female entrepreneurship community.


Okay, coming up with a great idea and actually taking the steps to become an entrepreneur and launch your company are two very different things. How did you know it was time to start?

Starting a company is a big decision and I knew it was time when I saw an opportunity in the lash extension industry. There were hundreds of products in the market that were designed by people who just had the money and connections to open up a brand and just sourcing the products from the same manufacturer as other companies. There wasn't any innovation. On the other hand, many women were paying hundreds of dollars, hours at the salon to get 2-week-lasting lash extensions. In cases like mine, they were also getting lash damage. As an engineer, I knew I could create a solution that didn't exist in the market. I wanted to provide a better solution that offered 14-day lasting at-home lash extensions that were both safe and comfortable. After researching and developing the technology for years since 2012, I decided to take the plunge and launch my company in 2018. I knew that if I could provide a unique product and deliver on my promise, I would be successful. So far, I'm very proud of the success of our company, which is the positive impact we have made in the lives of our customers.


Sometimes entrepreneurship can be a hard and isolating journey. How do you stay confident along the way?

Even in the most difficult times, I remain focused on the dream and intent behind my work. I always remember the “why” that got me in to the business. Having a clear purpose motivates me to keep going, even when things seem tough. I also stay connected to my team, friends, and family for support. They remind me of my strengths, successes, and passions, giving me the confidence I need to stay focused and continue to move forward. Ultimately, I believe that showing up for myself each day has been key to navigating the ups and downs of entrepreneurship.


If you had to list three traits or attributes that have been pivotal for your success, what would they be?

If I had to pick three traits or attributes that have been pivotal for my success, they would be resilience, determination, and vision.


With resilience, I have never given up, no matter how many obstacles I faced.


My determination has allowed me to stay focused on the task at hand, while my vision has enabled me to look beyond the present and create something truly unique and inspiring.


As a founder and inventor, my relentless dedication to empower others has helped to build an incredible team around me; one that is equally passionate about delivering amazing experiences for our customers.


What's one myth you'd like to debunk about your line of work?

One of the most common myths I hear about lash extensions is that they're only meant for special occasions - but that couldn't be further from the truth! My 10-Day Lash Extension System was designed to provide long-lasting lash looks without sacrificing comfort or quality. This system not only helps create stunning, eye-catching results that last for weeks, but also offers users an affordable and easy way to enhance their everyday beauty routine. By using my unique lash extensions, women everywhere can feel beautiful and empowered on their own terms - no matter the occasion!


What advice would you give to burgeoning entrepreneurs?

If I had to give one piece of advice to budding entrepreneurs, it would be never to take no for an answer and always stay true to your vision. As a female founder and inventor of the 10-Day Lash Extension System, I know first-hand how important it is to believe in yourself and never let anyone else limit your dreams. Persistence pays off, so put your head down, tap into your creative energy, and stay focused on your goals. It may not be easy, but it will be worth it. Believe in yourself and you will accomplish anything!


What words do you live by?

I love the quote “The roots of education are bitter, but the fruit is sweet" by Aristotle.

As both a founder and an innovator, I believe this quote epitomizes my mission of creating something meaningful that stands the test of time. I see everyday as a learning opportunity, and I strive to use this knowledge to get closer to my mission and goals.


I also understand the importance of taking a step back from a project and setting boundaries in order to make sure I'm not sacrificing the most important things in life. This healthy balance allows me to stay focused on what truly matters and enables me to challenge myself.


Any final words of wisdom?

When it comes to achieving success, my biggest piece of advice is to follow your passions and trust your own instincts. Never let anyone else tell you what you should or shouldn't do, or limit your ambitions based on their perceptions. And most importantly, only do the things that make you happy. Life is too short to be anything other than fulfilled and passionate about your pursuits. With that in mind, go out there and chase your dreams—you have nothing to lose and everything to gain!


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