the art of becoming SO SLOANE

After failing attempts to pitch my first startup to brands via cold emails under my given name, one that is far from trendy, I started emailing prospects under a faux assistant and email alias: Sloane.

The imaginary assistant’s emails outperformed mine tenfold. Sloane was adored, everyone gravitated towards her. She was chic, educated, interesting, a person you wanted to get to know, and one who always made everyone feel welcome. The persona won over hundreds of clients. We would hop on sales calls and prospects would often say: Sloane brought me here, we love her ideas. Little did they know:

I was Sloane.

Sloane evolved into an alter ego. When I was at my best––most confident, laughing, closing sales deals, making everyone feel welcome at a dinner party, connecting friends, taking solo international trips, and turning challenges into catalysts––my friends would say Sloane showed up today.

What began as an imaginary assistant and evolved into an alter ego identified as Sloane, has morphed into a platform to step into your confidence, lead with courage and rewrite your life’s narrative.

The art of being So Sloane is writing the story you want to tell and to live the life you’ve always imagined.

Whether you’re

1- E-commerce brand looking to dominate AI-driven search with content engineered for discovery, trust, and conversion

2- Seeking inspiration from risk-takers and thought leaders to play the hand you’ve been dealt with confidence and conviction

So Sloane is for you.

If you’re ready (or not) to move beyond a state of content, it’s going to take risks, a network, and advice to break out of life's constructs and launch the business, make the move, and embrace discomfort to grow and thrive.

The art of being So Sloane doesn’t get you back on track. It leads you to the best path.

Everyone needs a friend who is just…so sloane

Anne Laughlin, Founder, So Sloane

After graduating from the University of Notre Dame with a degree in Business Administration, I dove headfirst into the world of beauty and luxury. My journey began at Estée Lauder Companies in New York, where I learned the magic of global events and the art of making a moment unforgettable.

Next came my dream job at Ralph Lauren, where I designed global branding materials and managed special projects with designers, merchants, and creatives across RRL, RL Home, Polo, and Collection — blending heritage with innovation.

Then came the whirlwind: building Marc Jacobs Beauty with Sephora from the ground up. I split my life between SF and NY, managed the beautiful chaos of backstage at NYFW, and turned influencer gifting into a science — before “influencer marketing” was even a buzzword. From driving earned media with engraved Velvet Noir Mascaras that drove the product to a top 3 mascara, and driving content strategy from production sets to creator partnerships, it was a deep dive into the art of brand marketing during the wild west of social media.

After diving into tech as the third employee at a Techstars-backed software startup in LA, I co-founded Dillie, a media innovation service for beauty brands to outsource branded content and drive efficiency with AI-powered photos and videos. Dillie was recognized by WWD and Beauty Inc. as leading the beauty industry’s foray into AI-generated marketing content.

And now, in 2025, I’ve launched So Sloane — a platform to produce and restructure branded and creator content to drive discovery and product recommendations in the age of AEO for beauty, fashion and consumer brands.

After speaking with over 200 executives and investors, I launched The So Sloane Podcast — a space to share real conversations on entrepreneurship, career reinvention, and the art of resilience. So Sloane isn’t just a platform; it’s a movement dedicated to the power of a bounce back rate — a celebration of perseverance, purpose, and rewriting your story.

Follow along @so___sloane

Sloane originates from the Irish clan name Ó Sluaghhadáin, which translates to "raider" or "warrior."

Sloane is a name that embodies courage and a spirited approach to life, Sloane is charming and meaningful.