Former Private Equity Analyst Launches Makeup Brand After Leaving $346,000 Job

Sarah Guller, 25, left a private equity position in California that paid $346,000 a year to co-found makeup brand Forta. She said she had felt burned out after working past midnight most nights, missing family events, and experiencing hair loss during her two years in the role.

Guller graduated from Stanford in 2022 and moved directly into growth equity in Boston before returning to California. She said she had felt pressure to remain in the job because friends viewed it as desirable and because she received regular bonuses.

Two and a half years ago, Guller and a Stanford friend who played in the WNBA began discussing a performance-focused makeup line. Eight months ago she quit her job and used personal savings plus a friends-and-family funding round to cover design, branding, and an initial order of 10,000 units that cost roughly $17,000.

The brand launched one month ago. Guller said she now works nearly the same number of hours but sets her own schedule, allowing daily Pilates classes and home-cooked meals.

She reported cutting discretionary spending and saying no to many purchases she once made without checking prices. Guller said she still experiences doubts on slow sales days but values the autonomy and the chance to pursue an idea she believes in. Guller noted her parents immigrated from India and that she is the first woman in her father's family line to attend school beyond elementary level.

She said she would rather attempt the venture than later regret staying in corporate work.