• US-made Bradley fighting vehicles have been a highly effective tool for Ukraine.
• With lots of maneuverability and firepower, they have been used on the battlefield as light tanks.
• For Kyiv, Bradleys are also more expendable than other Western armor like Abrams tanks.

NATO members have equipped Ukraine with plenty of highly capable armored vehicles to take into battle against Russia, giving Kyiv a firepower, survivability, and maneuverability upgrade over the aging Soviet-era systems with which it started its grueling fight.

Among the wartime additions to Ukraine's arsenal is the US-made Bradley fighting vehicle, a formidable asset that continues proving its worth on the battlefield several decades after it first saw combat.

There was tremendous hype around the arrival of the American-made M1 Abrams tank, but that's faded. However, the Bradley, despite suffering significantly more losses, has consistently been celebrated for its effectiveness, in some ways overshadowing the Abrams.

Kyiv didn't get very many Abrams, limiting their ability to make an impact on the battlefield and making the tanks more precious than the far more plentiful and more expendable Bradleys.

These vehicles don't deliver the same overall combat strength as the Abrams, as they're essentially armored troop carriers and fighting vehicles, but the Bradleys can serve in ways akin to a tank and aren't without their advantages.

The American-made Bradleys, in the hands of the Ukrainians, are "in effect being used as a light tank," Mark Cancian, a defense expert and retired US Marine Corps colonel, told Business Insider.

A 'very effective' infantry fighting vehicle

The Bradleys were built as a response to the Soviet infantry fighting vehicles and entered service in the 1980s. It is a combat-proven system, having deployed in the Gulf War in the early 1990s and then again to Iraq in the following decade, and has been praised for its maneuverability, survivability, and firepower — especially its ability to take out enemy armor on the move.

With an operational range of around 300 miles and a crew of three, the Bradley can transport as many as six fully equipped soldiers to and from the battlefield at speeds of up to 40 mph. It is armed with tube-launched, optically tracked, wire-guided (TOW) missiles, a 25mm M242 Bushmaster chain gun, and a 7.62mm M240C machine gun.

The Bradley features a thermal vision system also found on Ukraine's Abrams tanks that is able to detect targets out to a distance of five miles. Its steel and aluminum armor, as well as a plate on the front of its belly, are durable enough to protect against some munitions and shield it against certain mine explosions.

The Bradley's armor can also be bolstered with explosive reactive armor, like a main battle tank, to further protect it.

A former US Army infantry officer told Business Insider "the capabilities that it brings in terms of speed, its ability to keep up with the tanks, your ability to move infantry squads in a protected manner across the battlefield very quickly, and its fairly robust armor package — along with the capabilities of the weapons systems on there — make it a very effective infantry fighting vehicle."

The US announced it would send dozens of Bradleys to Ukraine in early 2023 amid a push by other NATO countries to surge armored vehicles to the country ahead of a counteroffensive.

The Bradley isn't the only armor the US sent to Ukraine. Kyiv also has 31 Abrams tanks — a fraction of the more than 300 Bradleys it has received as of early July, according to Pentagon data.

Main battle tanks, like the Abrams, have not necessarily been a go-to armor choice for Ukraine and have been used more sparingly in combat. Part of that has to do with inventory, as Kyiv has many more Bradleys than Abrams to expend. Additionally, the battlefield conditions support the idea that a lighter vehicle could be better than something on the heavier side.

The Bradley infantry fighting vehicle is lighter than an Abrams tank by roughly 40 tons. It handles off-road action well and doesn't usually get "bogged down in the mud" as easily, explained the former US infantry officer. They added that there's "a certain amount of mobility that comes into play there."

"The Bradley is perhaps a bit more maneuverable than a main battle tank," said the former officer, who had experience with the IFV during their service. "It's taller than one, which makes it a pretty good target, but it's more compact and can sort of maneuver through the terrain a little more agilely."

In Ukraine, the battlefield is different than what US weapons saw in the Middle East. The skies are contested, preventing air cover for armored operations, and unmanned aerial vehicles, along with anti-tank infantry equipped with anti-tank missiles and helicopters equipped with the same, are now threatening tanks like never before. Such an environment could favor lighter, faster, more maneuverable alternatives.

Additionally, while the powerful, heavily armored Abrams was built to kill other tanks, those battles are being seen fairly infrequently. This top tank was also built for armored breakthroughs, but massed armored assaults aren't really happening.

The Bradley can hold its own in a tank fight. Pentagon Press Secretary Brig. Gen. Pat Ryder said previously that the Bradley isn't a tank, but it is a "tank killer," as well as an effective tool against infantry. Ukraine has used these to target bunkers, exposed infantry, machine gun nets, and other targets beyond armor

Bradleys can be easier to recover, repair, and maintain, offer maneuverability and mobility, deliver sufficient combat capability and crew protection, and are not considered as high value as the Abrams from a targeting perspective. Some Abrams crews have said the tanks make them the "number one target."

Since the first Bradleys arrived on the battlefield more than a year ago, Ukrainian soldiers have praised the vehicle for its role in combat, applauding its firepower and survivability and commending it for being an upgrade over the Soviet-era systems they were using beforehand, such as the BMP.

In an interview last fall, a Bradley crew from the 47th Mechanized Brigade called the IFV a "very serious machine," noting that its thermal imager is "very high quality."

While the range may be lacking, "the shrapnel density is crazy, the firepower density is just insane," one soldier said. "Target acquisition takes seconds, just seconds. At night, this machine is absolutely priceless, simply invaluable. You capture targets much faster. Visibility is better than during the day."

Videos shared by Ukraine's military, as well as open-source intelligence (OSINT) accounts, have documented multiple instances of Bradleys going up against Russian armored vehicles — and even Russia's prized T-90M tanks — in head-to-head fights, with the Bradleys holding their own or overpowering enemies.

Other videos have shown the American-made armored vehicles engaging drones and unleashing withering chain-gun fire on Russian infantry positions. And on defense, these vehicles have taken direct hits or run over mines, and the crews have survived.

Although the footage captures just a fraction of what is happening on the battlefield, it builds a strong case for the fighting vehicle's impact in the war.

Ukraine is using it in a light tank role

Much of the Bradleys' success comes down to how the Ukrainians are using them. Cancian, a senior advisor at the Center for Strategic and International Studies think tank, said that based on footage seen from the war, it is apparent that Ukraine is operating the Bradley as if it were a tank rather than an armored vehicle or transport.

"There's no question that the Ukrainians seem to be using it differently from the way the US Army would use it. They're using it much more in a scouting role, in a light tank role, than as an infantry fighting vehicle," he said, looking at open-source intel.

The US tends to operate its Bradleys in groups, with the vehicles working together with its Abrams. The armor is supported by infantry and air cover. Ukraine's limited arsenal of main battle tanks and insufficient airpower have led it to use its Bradleys differently. Drones and mines, too, have led to changes, with Ukraine usually sending only one or two out at a time.

The versatility of the Bradley fighting vehicle allows Ukraine to use it in whatever function is most useful in a given moment. They can transport troops, engage in battle on the front line, or scout out Russian positions miles away.

The Bradley was designed to be able to keep up with the Abrams across varying terrains. On the front lines in Ukraine, Cancian explained, the Bradley can scout, hide in the dense tree lines, and race across wide fields of mud and dirt.

Though it's using them differently than the US does, Ukraine has adapted quickly to the Bradleys and is using them well.

"What's impressed me is how quickly the crews have come up to speed on fighting the Bradley. The performance of the vehicle itself hasn't surprised me. It hasn't underwhelmed me either — it's what I would expect from well-trained crews," the former infantry officer said.

"You can't just jump into a Bradley and go into a battle and expect to be effective," they added.

This all adds weight to a narrative that has come to define Kyiv's side of the war for over two years now: the Ukrainians, often low on weapons or struggling to make ends meet, are scrappy fighters, fighting in ways Western armies like the US wouldn't. The Bradleys is one example of that, Cancian said, showing what Ukraine can do despite the odds.

Bradleys are good but not unbeatable

Though celebrated for their effectiveness, these battle-hardened vehicles are far from invincible, and many of them have fallen victim to Russian threats like artillery, mines, and drones.

So far, Ukraine has lost at least 90 of its Bradley infantry fighting vehicles, according to the open-source intelligence site Oryx, which uses visual confirmation to track war losses on both sides.

When the US employed the Bradleys in Afghanistan and Iraq, improvised explosive devices dealt damage to their vulnerable undercarriage.

That contributed to growing concerns about the future role of the vehicle, which is now set to be phased out with the Army's new XM30 Mechanized Infantry Fighting Vehicle replacing it in the coming years. A prototype of the vehicle is set to be delivered in late 2024. Cancian said it has likely been a surprise that the Bradley has done so well in Ukraine given the Army's concerns about its vulnerability.

There are advantages to using the Bradley over the Abrams or any other main battle tank for certain missions, but it remains unclear if Ukraine would be relying so heavily on Bradleys if it had received more Abrams tanks from the US, which would then allow them to employ the tanks more liberally on the battlefield.

Massed armor can be tremendously effective for offensive armored breakthroughs, but without certain force multipliers, such as airpower, Ukraine might be unable to leverage its armor to its full potential. It faced these challenges during last year's counteroffensive, which saw Ukraine's newly acquired Western main battle tanks stumble. F-16s are on their way, creating new possibilities, but their effectiveness remains to be seen.

For now, Ukraine's army is on defense, and the US hasn't offered any additional Abrams to supplement the ones already received. The Bradleys, though, remain in heavy use by the 47th Separate Mechanized Brigade, a group that's seen practically non-stop fighting for a year. A US aid package earlier this year included more Bradleys to the brigade.

• An Upper East Side mansion built during the Gilded Age is for sale for $65 million.
• The seven-bedroom, 16-bathroom townhouse features ornate details and a massive floorplan.
• The property once housed the studio of fashion designer Oleg Cassini, Jackie Kennedy's stylist.

One of Manhattan's last surviving Gilded Age mansions — spanning about 18,000 square feet with a marble foyer, three terraces, and 14 fireplaces — is on the market for $65 million.

Located at 15 East 63rd Street, the historic townhouse was designed by architect John H. Duncan and built in 1901 by financier and philanthropist Elias Asiel.

According to the listing, Duncan was one of the most influential architects of the late 19th century and the designer of Grant's Tomb, the final resting place of Ulysses S. Grant also located in New York City.

Listed by Louise Beit and Sotheby's International Realty, the home is described as "a glistening survivor, one of the few remaining and most architecturally intact [mansions] of its Gilded Age splendor on the Upper East Side."

Here's a look inside the historic home and its tumultuous history.

The grand townhouse is located in New York City's Upper East Side.

The townhouse at 15 East 63rd Street has six floors above street level and is about 18,000 square feet and 25 feet wide, per the listing.

In addition to its seven bedrooms and 12 full baths, the home has four powder rooms and three terraces, two of which are roof terraces with views of the city and Central Park.

The property is listed at $65 million, and according to the listing, monthly taxes will total $15,816.

It's in one of the city's most desirable neighborhoods, just off Fifth Avenue and less than a block from Central Park.

It's also centrally located to the Museum of Modern Art and the Frick Collection.

According to the listing, past residents on the block include Frank Winfield Woolworth and Oscar Hammerstein, while Neil Diamond still maintains a residence on the street.

True to its Gilded Age roots, the home features historic fireplaces and chandeliers fit for royalty.

There are 14 fireplaces scattered throughout the massive single-family home.

Many of the home's details are original to its construction, including a winding marble staircase.

The staircase leads to a unique circular dining room upstairs.

The dining room features ornate wood paneling and 12-foot ceilings.

You enter the dining room, which features herringbone wood floors, through glass doors.

The luxurious details don't end there. Each of the home's seven bedrooms has an en-suite bathroom and six have their own fireplace.

The home has been decorated to reflect the building's lengthy history.

Paintings and busts inside the home's marble foyer reflect its history, making the home look almost like a modern Palace of Versailles.

The opulent home has had multiple famous owners through the years.

The Real Deal reported that the home was once owned by fashion designer Oleg Cassini, who was the stylist to former first lady Jacqueline Kennedy Onassis during her White House years.

Cassini's namesake label is still a popular wedding dress brand.

It was most recently owned by Marianne Nestor Cassini, Oleg Cassini's widow, and her sister Peggy Nestor.

Nestor is the primary owner involved in the sale of the home, which is being listed by Louise Beit and Sotheby's International Realty.

However, the home's sale doesn't come without its fair share of scandal and intrigue.

After Oleg Cassini's death in 2006, his estate was marred by controversies concerning the distribution of his assets.

The dispute even resulted in a $350 million lawsuit filed by Nestor Cassini against Nassau County officials, whom she accused of trying to "loot" the late designer's $55 million estate, The New York Post reported in 2022. None of the defendants listed in the case agreed to the Post's request for comment on the claims, and the case is still pending as of March, according to The Real Deal.

The Real Deal also reported that before the home was reconverted into a single-family residence, the Nestor sisters fought a 30-year-long eviction battle with interior designer Thomas Britt. He lived in the building from the 1970s until he agreed to move out in 2018.

According to court documents, Nestor Cassini transferred her ownership share in the townhouse to Nestor in an "unrecorded deed" in 2016. In 2018, Nestor became the sole owner of the property.

The spacious property has faced threats of foreclosure in the past.

The Real Deal reported that the home first faced foreclosure action in 2019 after Nestor reportedly missed three payments on a $9.5 million loan taken out on the property.

By filing bankruptcy just one day before the house was set to hit the market, she narrowly avoided foreclosure on the house or having to repay the massive loan immediately.

Nestor filed for bankruptcy in April 2023, according to court documents.

The sale of the property could mean a fresh start for its current owners.

According to a statement given to The Real Deal by an attorney for Nestor, the townhouse's imminent sale is included in Nestor's bankruptcy plan.

If a judge allows it, the sale may also allow Nestor to refinance the debt owed or create an alternative debt repayment plan.

The property could be kept as a single-family residence or split into apartments.

The home occupies eight floors — six above ground level and two below — making it possible for it to be reconfigured into multiple apartments.

The next owner should definitely have a taste for grandiose details.

Many of the rooms were modeled after traditional French architecture styles, like this mirrored room that leads out onto one of the home's three terraces.

There's no backyard, but the home gets plenty of natural light from the terraces.

In addition to the conservatory, there's also a drawing room, fitness room, and a library.

The home is one of the last surviving Beaux-Arts mansions in New York City.

There are only a handful of Beaux-Arts-style mansions left in New York City.

According to the Chicago Architecture Center, the key characteristics of Beaux-Arts architecture include "a focus on symmetry," classical features like columns or pediments, and "highly decorative surfaces," such as carved doorways and crown molding, and statues and figures, such as the face adorning this mirrored wall arch.

The home's fate is uncertain.

No buyer has been confirmed for the listing, yet.

• Costco is raising its membership fees, but its fans don't seem to mind.
• The warehouse retailer has built up a loyal following of shoppers over the decades it's been operating.
• It has low prices, rarely raises its membership fees, and pays its workers well.

Costco announced this week that it's raising its membership fees — and Reddit users seem indifferent. Some even said they didn't mind paying more, as the news came hand-in-hand with an announcement that Costco was raising wages for retail workers.

Nearly as well known as Costco's giant blocks of cheese, $4.99 rotisserie chicken, and $1.50 hot dog combo is its league of loyal superfans.

The wholesale retailer has cultivated a huge following of shoppers who discuss their love for its stores and their latest bargain buys — both among friends and online. One Facebook group dedicated to finding the best buys has over 1.7 million members.

Here's why they love the retailer so much.

Membership fees rarely get hiked

Costco just announced that it will raise its annual fees to $65 from $60 for Gold Star and Business members in September. This will be the retailer's first membership fee hike in seven years.

Members don't seem to mind the increase in fees, either.

"I'm ok with it," one person wrote on Reddit. "Doesn't even catch up with inflation since I've been a member." Another Redditor wrote that membership prices had only gone up by $10 since they first joined 13 years ago.

Cheap goods

The myths aren't true: You don't have to buy in bulk when you shop at Costco. And you can still get good deals, even on items that aren't sold in huge boxes or massive multipacks. Its famous rotisserie chicken, for example, costs just $4.99 for a whole bird.

Costco can keep its prices low for a number of reasons: It has no-frill stores, it sells a limited range of goods, and it stocks a lot of own-brand products. Low prices are offset by its membership fees, too.

And with such a broad range of products on offer, you never know what you'll find.

It pays its workers well

Costco is known for paying its staff well — it has some of the best hourly starting wages in the retail industry. This week it increased starting wages for service assistants, service clerks, and meat cutters by $1 an hour, bringing them up to $19.50.

It's understated

Costco doesn't advertise itself.

Superfan Susan Schwartz previously told Business Insider that the retailer was "inherently modest."

"They don't brag about themselves," she said.

She added: "They do the right thing when no one's looking."

Unlimited returns

Costco generally allows you to return any item at any time. Some electronics are exempt from the policy, though, and need to be returned within 90 days of purchase for a refund. Items that can't be refunded include gold bullion, airline tickets, and gift cards.

Costco also says it will refund membership fees if customers are "dissatisfied."

The $1.50 hot dog and soda combo

Costco's food court has long lured in hungry shoppers. It's perhaps best known for its $1.50 hot dog and soda combo, which has been on the menu since 1985. If the price had increased in line with inflation it would cost nearly $4.50 now.

The food court is also known for other items like its massive pizza slices and chicken bakes.

Are you a Costco superfan? Email this reporter at gdean@insider.com.

• I started dating a guy nearly 20 years younger than me until I realized he was dating another woman.
• When I reached out to the other woman, we learned we were both lied to.
• A bond was formed between us; now we are good friends. 

In the fall of 2019, a man I didn't know sent me a friend request on Facebook. Usually, I delete messages from total strangers. But I was single and feeling insecure and lonely after a bad breakup. Our chat about fitness and nutrition turned into a fling.

One day, after a particularly steamy encounter, he commented about his upcoming birthday. He said he'd be turning 30 next week and felt so old. I almost choked on my spit as I tried to process the fact that meant he was 19 years younger than me. How had we never discussed age?

Things remained casual for over a year until I committed to seeing only him, as he assured me that he was 100% mine.

That was until I learned the truth, and he brought me to my new best friend.

Our relationship was rocky

When we were together, everything was great. When we weren't, communication was hit-and-miss. I found myself crying more than smiling.

Once, he was three hours late for our Valentine's dinner date at my house, and I believed the excuses for his silence: "I left my phone in the car," "My phone died," or "I was out of the service area.

In September 2022, a random conversation with his mother became a grenade when she casually mentioned his new girlfriend. She didn't know we were an item; he had asked me not to tell her, so she assumed I was only his friend.

Hours later, I emerged from my daze. I finally told his mom that we had been dating for two years but that I was done. His mother gave me the other woman's number.

The other woman and I built a friendship

I took her phone number and held my breath as I dialed — not knowing what to expect. The conversation was a bit awkward at first, as neither of us knew where to start. There were stunned moments of silence, laughter, and tears. We both kept muttering the words: "How could I have been so stupid?"

We both thought we were the only one in his life. We both had received the exact same Thanksgiving text. We had been with him within hours of each other on multiple occasions.

We met and went for a hike. We had similar features and body types, were educated, and had dry senses of humor. We talked multiple times a day, cutting our therapy bills by thousands of dollars since we were able to validate each other and unravel the lies from the previous two years. Case in point, I learned that he had not been out of cell range; he had been with her on Valentine's Day when I was trying to keep our dinner warm for three hours.

People raised an eyebrow when they heard that we were friends. "Isn't that weird?" they'd ask. It really wasn't so strange. After all, there was a reason he picked both of us: He had a type, and we weren't dissimilar. There was also now a trauma bond between us, and we tried to sort through our disbelief and pain together.

This year, we celebrated Valentine's Day together on a tropical vacation. We still workout together and talk daily. It's not about him anymore, as we recognize that we were both victims of an elaborate emotional con.

We reflect on how far we've come, having picked up the pieces of distrust and lies. We have constructed new, healthier paths forward for ourselves.

Our silver lining is that we now have each other — even if the way we met was through him.

• Meet the Roadmap Generation: A professional cohort of recent graduates laser-focused on their futures.
• These ambitious Zoomers are playing the long game as they plan their careers.
• They're taking a holistic approach to the employment experience. 

When Javi Galarce graduated from the University of Iowa in December 2022, she had several good job offers to consider.

Sure, salary was important, but Galarce, 23, was much more concerned with securing a comprehensive benefits package and finding a company that would facilitate her personal and professional development, she told Business Insider.

"For me, salary had an impact, but only to a certain extent. It was more about finding the right work environment and being at a company that would allow me to grow," Galarce said.

Galarce is part of what could be called the Roadmap Generation — a cohort of accomplished recent graduates and early-stage professionals with their eyes firmly fixed on the future. As this ambitious subset of Gen Z launches their careers in the shadow of a pandemic and amid economic woes, some are prioritizing long-term financial security over short-term gains and seeking out values-based workplaces that cater to the entire employee experience with perks like strong 401(k) matching and skills development, according to young workers, older bosses, and data.

Business Insider spoke with two members of the Roadmap Generation and several of the HR professionals and executives who hire and oversee them.

Members of this co-called Roadmap Generation, like those generations that came before them, are driven by a desire to stand on their own two feet, said Astad Dhunjisha, vice president of HR and talent acquisition at AT&T. But these Gen Z employees are taking a more holistic approach than their older colleagues once did in planning out the long-arc of their professional lives, said Dhunjisha, who works closely with new hires.

Much has been made about Gen Z's apparent apathy toward employment. The COVID-19 pandemic hampered scores of early-career aspirations, while student loan debt has limited Gen Z's ability to pursue passion over pocketbook. But even as Gen Z continues to challenge workplace conventions, a growing cohort of recent graduates are eager to prove that they are anything but indifferent about their careers.

According to a 2024 Deloitte survey of nearly 23,000 Gen Z and millennial respondents worldwide, 86% of Zoomers say having a sense of purpose is very or somewhat important to their overall job satisfaction and well-being.

"In many of my conversations with members of Gen Z, I find that they aren't just looking to get any job," Dhunjisha told BI. "They understand a job is part of their identity."

The whole package

Where first-time job seekers may have once been wooed by the loftiest income offer, today's high-achieving entry-level employees are considering both the quantity and quality of a company's employment benefits when choosing a professional landing spot.

Strong 401(k)s, expansive wellness programs, and a company's reputation are all key considerations for many job seekers, said Galarce, who accepted a client solutions position with AT&T soon after graduating.

In other words, the Roadmap Generation is looking for the whole package.

Older executives told BI Gen Z interviewees almost always inquire about benefits and ask pointed questions about retirement options, continuous learning opportunities, and work-life balance.

"They're looking to get ahead," Dhunjisha said. "What kind of job will not just give me emotional satisfaction and fulfill my needs but will also set me up for the long term?"

Gen Z has already lived through several economic downturns and a pandemic. Meanwhile, college costs continue to skyrocket, and student loan debt has ballooned. More than half of Gen Z respondents in a 2023 EduBirdie survey said their biggest fear was never becoming financially stable.

Many members of the Roadmap Generation are trying to set themselves up for future financial success by starting and stoking their portfolios early.

Cassie Fields, president of auto-repair software company AutoLeap, said her Gen Z employees are not only keyed in on securing quality 401(k) plans but also dabble in alternative investment options, like cryptocurrency and ESG funds.

"They're proactive in seeking advice on how to diversify their portfolios and are keen on understanding the long-term implications of their financial decisions," Fields said.

Skills development is another top concern for the Roadmap Generation. Amid an ever-tightening job market and the looming specter of generative AI, Gen Z is eager to stand out and stay ahead, embracing a Jack-of-all-trades mindset, Fields said. Marketing professionals may be a dime a dozen, but a marketing professional with graphic design experience and data analysis skills will likely have the upper hand come hiring time.

A 2021 World Economic Forum report found that skills development and continuous education are central to Gen Z's attitudes toward career progress. About 76% of Gen Z employees at the time said they directly tie learning to future professional advancement — much more than previous generations, according to the report.

Job seekers can sharpen their skills on their own time, but members of the Roadmap Generation want a company that encourages its employees to learn and grow on the clock, whether that be via tailored training, mentorship programs, industry conferences, or company support for further education.

Austin Curtis, 22, who graduated from the University of Oklahoma last year, was specifically seeking a professional development program to kick off his career. After interning for AT&T in college, Curtis applied and was accepted into the company's early-career financial development program. Now a senior financial analyst at the company, Curtis credits the skills development he prioritized early on with his rapid professional growth.

"I think Gen Z expects a challenge. We're not complacent. We want to go out and learn," Curtis said.

Determined and open-minded

Members of Gen Z know what they want and aren't afraid to go after it, BI previously reported.

More than 60% of Gen Z believe they have the power to drive change within their organizations, specifically when it comes to workload, wellness, social impact, and learning and development, according to the Deloitte survey.

The Roadmap Generation is coming into the workplace — be it a job interview, professional development program, or full-fledged career — more prepared and knowledgeable than past generations, Dhunjisha said.

"They are a lot more informed about what kinds of potential careers exist than in the past," he said.

Recent graduates may be better informed about all aspects of their professional lives and workplace rights. Mark Pierce, founding partner of Wyoming Trust and LLC Attorney, estimates that up to 30% of his workforce are members of Gen Z. These younger employees come into the workplace with a deep knowledge of employer obligations around things like overtime pay, benefits offerings, and mental health support, Pierce told BI.

"That's a huge different from previous generations, and one you have to respect," Pierce said.

For all of their clear-eyed assuredness, however, the Roadmap Generation is also open-minded and curious, older bosses said. Gen Z is willing to put in time and effort on the early ends of their careers to figure out precisely what they like to do and maximize their chances for long-term professional success.

Today's young professionals are driven by a desire to experience as much as they can in the workplace and often try on several different positions before settling on their favorite. A 2023 ResumeLab survey found more than 80% of Gen Zers take a "dynamic approach to their careers" that often involves frequent changes. Recent graduates understand that the world is rapidly changing and don't want to corner themselves too early, career experts said.

After graduating, Curtis accepted the AT&T offer because the company's rotational development program allowed participants to spend six months in one department and six months in another area.

"I wanted a job that gave me the opportunity to see multiple views of finance because not all organizations are the same," he told BI. "It gave me the chance to hone my skills in different areas."

With Gen Z's penchant for newness, young employees have earned a reputation for being professionally disloyal and quick to jump ship for a better opportunity.

But Jon Hill, managing partner at Texas-based recruiting firm The Energists, said his younger employees are keenly aware of their generation's negative stereotypes and often go out of their way to try to disprove them.

Dhunjisha agreed and suggested there's a simple way for a company to keep its Gen Z employees long-term.

"Gen Z is more comfortable staying with an organization for a long time — if they're getting what they need," he said.

• Amazon's Prime Day runs July 16 and 17 this year.
• But some Amazon Flex workers are already busy with deliveries.
• One Flex driver in Alabama explained the biggest challenges in delivering all that stuff you order.

Amazon's massive Prime Day sale doesn't start until July 16.

But for one Amazon Flex delivery worker in Alabama, work started picking up this past week.

The worker said she picked up six "blocks" — shifts between three and six hours long. That's more than the worker has usually been able to claim in the past.

"I was basically booked up for an entire week, which really doesn't happen," the worker said.

"It seems they are making sure to get all of the regular stuff out in anticipation" of Prime Day, she added.

The Flex worker, who made deliveries for Amazon during Prime Day in 2023, asked not to be identified by name, but Business Insider has verified her identity and work for Amazon.

For many Amazon delivery workers, Prime Day has become one of the busiest times of the year. The 2024 version of the event, which will take place on July 16 and 17, promises to be no different: Amazon has already spent weeks promoting some discounts and deals. It's promising new deals for shoppers every five minutes during the event itself.

This year, Prime Day will also occur the same week as Alabama's tax-free weekend, a three-day period when shoppers can stock up on supplies for the new school year without paying sales tax.

Amazon employs a few different kinds of delivery workers. Those who work through the company's Flex program are independent contractors using their own cars and are paid by the block. Making certain types of deliveries, such as grocery orders from Whole Foods, comes with the potential to earn tips.

The Flex worker BI spoke with says she's seen more new faces at the Amazon facilities she frequents — a sign, she said, that Amazon is staffing up in advance of the banner shopping week.

"Prime Day, and then right around October, those are the two biggest times when they hire people because that's when everybody's shopping," the worker told BI, referencing the fall increase in hiring ahead of the holiday shopping season.

One challenge for Flex workers is delivering all those packages within the time allotted for the block, the worker said.

The worker recalled delivering about 30 packages per three-and-a-half-hour block earlier this year. Lately, though, the worker has noticed that number reaching closer to 40, especially during evening delivery shifts.

And if you don't do it, "they'll just say you're unreliable, and you're gone," the worker said.

Getting shifts with the best pay also requires a strategy, she said.

During a normal week in her area, a three-and-a-half hour block of delivering packages pays $63, the driver told Business Insider. That rate can go above $80 if drivers wait until hours — or even minutes — before a shift, she said.

But in the run-up to Prime Day, those higher offers come up sooner — even a full day before the shift, she said.

Workers are also competing with the influx of new drivers around the event. Speaking to BI on the Thursday before Prime Day, the Flex driver said she still hadn't seen any blocks for next week, but she's ready to grab whatever shifts she can.

"Everything just hits bigger and quicker" around the shopping extravaganza, the driver told BI.

"The Amazon Flex program gives individuals the opportunity to set their own schedule and be their own boss, while earning competitive pay," Amazon spokesperson Branden Baribeau told BI.

"Amazon Flex delivery partners are able to work when they want – including on and around Prime Day – with the vast majority finishing their delivery blocks early," Baribeau said.

"When something like a delivery partner repeatedly not showing up for a scheduled block or not following our Terms of Service occurs, our team manually reviews each case to determine if eligibility to deliver with the Amazon Flex program should continue," Baribeau said in response to a question about when Amazon considers deactivating Flex workers.

Baribeau said that Flex workers earn $26 per hour on average.

Do you work for Amazon Flex, Whole Foods, Amazon Fresh, or another part of Amazon's retail operations and have a story idea to share? Reach out to this reporter at abitter@businessinsider.com

• Melissa Fitzgerald is the owner and director of a sleepaway camp.
• Her own kids attend the camp, but she makes sure they have the same experience as other campers. 
• Her kids don't always find it easy being the camp owner's kids.  

This as-told-to essay is based on a conversation with Melissa Fitzgerlad, owner and director of Camp Highlander. It has been edited for length and clarity.

I'm a huge believer in the sleepaway camp experience and that sending kids to camp is a gift. I grew up in Baton Rouge, Louisiana, and my parents sent me to an all-girls camp in North Carolina every summer. While I loved it and always planned on sending my kids to camp so they could have the same experience I did, I never imagined I'd own a camp, and my kids would be campers there.

In 2019, my parents decided to sell Camp Highlander, a co-ed sleepaway camp for 6 to 16-year-olds in Henderson County, Western North Carolina, which they'd owned for almost 20 years. They wanted to retire, and their dream was to continue their legacy and pass down the camp from generation to generation.

I had started working at the camp soon after they bought it, and after my husband left the Navy, he also began working there. He had always wanted to own a sleepaway camp, and as we both loved working at Camp Highlander and had plenty of experience, we decided to buy it. We now live at the camp year-round.

My kids started at Camp Highlander when they were 5 years old

My kids have spent every summer at Camp Highlander since they were babies, first when my parents owned it and then when we did. My sons are now 20 and 17 years old, and our daughter is 7 years old. They all started as campers at age 5, and their 16 cousins, who live in Louisiana and Texas, have also gone through the camp, with the last two starting this year.

What I love about going to camp is that it teaches kids important life skills like cooperation, compromise, and conflict resolution. Going to camp also gives them a break from their screens, teaches them to reconnect with others, and develops social skills. They get to escape the world and just be kids. The beauty of our camp is that they can come for one week, two weeks, or five weeks, which is unusual in our region.

We treat our kids like any other campers

One of the best things about having our kids go to our camp is that, unlike other parents who send their kids to camp, we get to share the same experiences they have, which has created a bond between us. They also see us as good role models as they see how hard they work and that we're providing this incredible experience for them and making kids happy.

While it sounds great that we're at the same camp as our kids, kids get the most out of camp when their parents aren't around. We treat ours like every other camper and have strict boundaries, including not visiting our kids in their cabins, them not visiting our cabins, and not sitting together at mealtimes. I see my role as camp mom to all the campers and spend time giving "mom hugs" to kids who are missing their moms, but our kids don't get to hug us. We're mindful that the other kids don't get to see their parents, which could make them homesick.

At times, my boys found it hard being the camp owner's grandchildren or children because of the added pressure that they should know what to do or know better. We're big on grace at Camp Highlander and believe camp should be a safe space for kids to make mistakes, learn from them, and move forward, but new staff and other campers were not always so gracious if our kids did mess up.

They've also had to deal with the fallout when we make decisions that the other campers might not be happy about, like when we banned Crocs for safety reasons, which didn't go down very well with the other kids. During the offseason, we always make a point to talk to our kids about any issues like this that arise during their time at camp, as it helps them process their feelings. They still begged to go back every year.

We're sending my daughter to a different camp this year

My daughter went to Camp Highlander for the first time last year and loved it so much that she spent five weeks there. Our boys never had the opportunity to experience what it's like not to be the owners' children, but we're sending her to a camp in Alabama for a week so she can. She was excited about going and also about returning to Camp Highlander for the rest of the summer. Our older kids will be on staff this summer, one as a counselor and the other as a CIT, which gives us a double perspective.

When we're eventually ready to sell, we hope one of our children will take over the camp and continue my parents' dream of keeping it in the family.

• United Airlines introduced basic economy in 2017 to compete with budget carriers.
• I booked the discounted fare from New York to Denver to experience the airline's most basic option.
• I loved the domestic cabin, but United's no carry-on rule is more restrictive than competitors.

United Airlines introduced a "basic economy" ticket in 2017 to compete with budget carriers like Frontier and Spirit Airlines.

The discount ticket comes with a random seat and a personal item when flying domestically. There's no option to pay extra for a carry-on — it has to be checked for a fee.

Albeit restrictive, this cheaper alternative helps lure more price-sensitive travelers who prefer the perks of a mainline carrier like United — like seatback screens and free snacks — instead of the barebones amenities of a low cost.

I've personally moved toward booking basic economy instead of budget carriers for convenience and comfort. I'll upgrade to regular economy if necessary, but I usually like to save a buck where I can.

My go-to is normally Delta Air Lines for its reliability, but I recently tried United between New York and Denver.

I wanted to see how the airline's more restrictive basic economy rules played out in reality and how its "United Next" cabin felt after four hours across the US.

Most of my experiences on United have been transatlantic, with my last domestic flight being in the summer of 2022.

After flying United transatlantic a dozen times over the years, its international flights almost always left much to be desired. The widebody economy cabin offers OK comfort, but the food is barely edible on most flights — a common complaint of United customers

My 2022 flight between New Jersey and Seattle was the better journey, mostly because of the upgraded "United Next" cabin enhancement project the airline unveiled in 2021.

This time around, I specifically chose the same plane, a Boeing 737 Max 8, to ensure maximum comfort. (And no, I wasn't afraid to fly on the Max.)

However, the difference in my booking this time was opting for basic economy.

If you travel like me, basic economy is the best bang for your buck. I'm a carry-on-only person who can manage with a random seat assignment if the goal is to save money.

However, United's discount fare works differently than mainline rivals American and Delta, and I wanted to see if it's worth the hassle.

Unlike Delta and American, which similarly offer unbundled basic coach fares, United doesn’t include a carry-on bag for domestic flights.

Adding a carry-on for a fee wasn't an option, so I instead paid $40 extra during check-in to check my bag. Knowing how basic economy works at United but wanting the full basic economy experience, I begrudgingly handed over the responsibility of my luggage.

To be clear, I don't necessarily avoid checking a bag because I don't fully trust United. I mostly do, thanks to its bag status updates via the app, but I don't like being separated from my stuff, regardless of airline.

United's rules loosen to include a free carry-on if you're flying internationally to Canada, South America, across the Atlantic, or across the Pacific. International transpacific flights also get one free checked bag, excluding journeys to China and Tahiti.

I arrived at New York's LaGuardia Airport at 5:15 a.m. to give myself plenty of time to check my bag before the early morning flight.

I budgeted more time than usual to ensure enough time to check my luggage, which proved easy using the kiosks and self-tagging.

Dropping the bag only required an ID check, and I was off to security.

Security was quick, thanks to TSA PreCheck, and I spent an hour at the new Chase lounge before heading to the gate.

Chase's new LaGuardia lounge in Terminal B is fancier than some airline business-class lounges I've visited worldwide. It has an on-demand menu, coffee (including cold brew!), a bar, two floors of seating, and a mini-arcade.

I get access through my Chase Sapphire Reserve credit card, which costs $550 annually. I think it's 100% worth the cost because I can still visit a nice airport lounge even when I fly basic economy — and I don't need any airline status.

Boarding was also seamless, though the gate agent double checked I didn’t have too many bags.

My personal item is a small duffle bag that fits both Spirit and Frontier, and it meets the size dimensions displayed at the gate and United check-in desk.

The ticket agent who checked my bag and the gate agent noted my duffle but didn't say anything else. United's website warns of a $25 fee on top of the regular checked bag price for basic ticket holders who show up at the gate with a carry-on and a personal item.

It was a tight squeeze, but my personal item fit snugly under the seat in front of me as I settled into 35B.

United allows basic economy ticket holders to pay for a seat in advance, but I skipped the option just to see what I'd randomly get.

Unsurprisingly, I was assigned a middle seat — the same that happened on the American and Delta basic economy flights I took earlier this summer.

The middle seat isn’t ideal and I often pay more for the aisle, but I found it as comfortable as competitors.

I prefer an aisle seat because I like to access the lavatory and stretch my legs whenever I want — so long as the seatbelt sign is on — without disturbing my neighbor.

If I wasn't trying for the most basic United experience I could get, I would've paid more for an aisle as close to the front of the plane as possible since the flight was almost four hours long and left at 7 a.m.

My seat came with the common perks like power and an adjustable headrest. It doesn’t matter at this point if you booked basic or regular coach.

A key difference between basic and low-cost tickets is that basic economy passengers still get the comfort and complimentary amenities of a regular coach seat.

This includes the headrest, power ports, 30 inches of seat pitch, and up to 17.8 inches of seat width, which is on par with competitors. By comparison, you won't even get a free cup of water on Spirit or Frontier.

Probably the biggest standout, however, was the Bluetooth-capable seatback screens.

While there are few noticeable differences between the mainline carrier cabins, I love United's Bluetooth capabilities. It's my favorite perk since I can use my own headset rather than the provided earbuds, which rarely fit right.

Delta also offers the option in first class on its A321neo fleet, but Bluetooth is otherwise only available cabinwide on some 100 United planes, though the airline expects to roll it out on 800 aircraft by 2032.

Bluetooth complemented the good mix of entertainment options.

I took advantage of the screens because of the Bluetooth, which made a noticeable difference. The content was comparable to American and Delta, with movie titles like Dune: Part Two and Kung Fu Panda 4.

The flight also featured free WiFi for T-Mobile customers like myself, with the paid option costing $8 for MileagePlus members.

The T-Mobile inflight WiFi, which is also available on American, Alaska Airlines, and Delta, worked perfectly the entire flight, and I had no issues working, texting, or streaming.

Internet access is easily one of the reasons I prefer mainline over low-cost. Spirit has WiFi now, but it's less reliable.

I watched Kung Fu Panda 4 and worked for most of the four-hour flight. Everything went smoothly — and my bag made it to Denver.

The regular free snacks and drinks were served throughout the flight, and I opted for Diet Coke on the first run and orange juice on the second. The flight attendants were friendly and helpful, as expected.

Upon landing in Denver, I had no issues getting my bag, and I was happy that United sent me regular status updates about the location of my luggage.

While I hesitated about United after mediocre long-haul experiences, this flight proved its domestic product is solid.

I like United's new domestic product. The cabin upgrades are clearly competitive with American and Delta, with the Bluetooth giving it that extra edge.

However, I’d note United’s restrictive bag policy for basic economy could trip up inexperienced travelers or push people away.

I book based on price and convenience. If other airlines offer a similar inflight experience and I don't have to check my bag, that'll sway me away from United.

For example, the same one-way basic economy flight from LaGuardia to Denver in late September is $109 on both United and Delta, according to Google Flights. Other dates show similarly close fares.

After the added price and hassle to check a bag on United, Delta is a no a brainer. But for weekend trips when I only need a personal item, I'd give United my business if the flight time and price were better.

• Ivette Cuevas moved from California to Costa Rica with her son, Vincent Alcampo, 10 years ago.
• The relationship that drew Ivette there ended, but they say Costa Rican life suits them..
• Ivette remarried and started a café — which Vincent manages, and the pair have plans to expand.

This as-told-to essay is based on a conversation with Ivette Cuevas, a café owner living in Costa Rica, and her 16-year-old son, Vincent Alcampo. It has been edited for length and clarity.

Ivette: I didn't choose Costa Rica — it chose me.

I left California 10 years ago to build a new life with my business and romantic partner. Together, we purchased a hotel with a restaurant in Uvita, a beach town on Costa Rica's Pacific coast. I had no experience running a restaurant and initially had nothing to do with it, focusing more on the hotel's day-to-day operations — but when we split up, I took over the restaurant while he managed the hotel.

I wound up selling the restaurant before I was ready to let go. It became my dream to open a new one.

Despite the breakup, life kept moving like it always does. By the time I sold the restaurant, I'd put down roots in Costa Rica. I'd purchased my home and had a great circle of friends, so I decided to stay.

I moved to San Jose, Costa Rica's capital city, where I met my husband and had a daughter. My son, Vincent, traveled back and forth between California with his father and Costa Rica to visit me until, a little over a year ago, he decided to move here permanently.

Vincent: Life in Costa Rica is different from back home. I've been lucky to be able to travel a lot so early in life, and I think it has taught me about the world. It has definitely shown me I don't like to sit still.

I grew up by the beach, so life in this big city took some getting used to, but I like the energy here.

I like to keep busy, and I always want to do more. I really just want to be the best at what I do and keep pushing to learn more.

For a while, in addition to school, I ran a little dog treat business. The idea of being an entrepreneur like my mom has always appealed to me. Thankfully she always encourages me, and let me take on a full-time job after I tested out of my senior year of high school.

Ivette: Last year, I had been eyeing a property nearby with a "for rent" sign for months. From the moment I called to see if the place was even available, everything just fell into place. I just knew it was the right thing to do, so Coffee Bear was born.

I created a menu from scratch based on breakfast recipes for foods I missed from back home. I wanted simple ingredients, quick service, and a healthier alternative to fast food, which is all over the place these days.

We cater to locals — mostly ex-pats from the States and Canada since we're near the US Embassy, but the odd tourist finds us off the beaten path every now and then.

The café wouldn't be what it is without Vincent. He's 16 but an old soul and so ambitious for his age. He's taken on a huge role at Coffee Bear, and together, we're planning to open a second location near the beach in Guanacaste that'd be his to run. We're looking at building him a small house up there to live in while he does.

Vincent: At the coffee shop, I get to do a little bit of everything: managing, being a barista, working the cash register. It's different every day and I love it.

And I love working with my mom; it has brought us so close together. We get along really well, we joke around, she asks my opinion on things. We really built this together.

Getting to see the very bare bones of the coffee shop before it became what it is now taught me a ton. And working here has me thinking about someday going to Barcelona to go to culinary school.

It was a big change to move out here, but I'm excited to see more of the world. It's definitely a family value to travel and explore. I'm grateful to my mom for showing me what's out there. Because now it's like, why would I want to stay in one place? I want the best, so I want to go see more.

Ivette: I'm really proud of Vincent and that he has aspirations to move out of the four walls he was born in — because a lot of people never even leave the city or the state that they were born in, they just kind of stay there forever.

I think it's really cool that he's so young and has already experienced living in another country, learning another language, and running a business with family. I love that he's learned to be passionate about what he wants to do and not be afraid of failure.

Those are really cool life experiences that some other people wouldn't have the opportunity to do. And I think that's a gift we were given when we moved here.

From the moment Wende Zomnir answers my call, it's like I can feel rays of California sun beaming through the phone.

While I'm settled in a New Jersey suburb, she's enjoying Newport Beach, California. It's where the beauty mogul runs her latest cosmetics venture out of a Zomnir-described "surf shack" that sits in front of the ocean.

Natural light filters through every window, and a mix of beauty products, succulents, and driftwood decorates seafoam-green shelves beyond the rainbow-painted entryway.

"I was just lifting in my garage gym before this interview," she told me. "You can see the beach from here."

If you're unfamiliar with Zomnir's name, you're certainly acquainted with her work. She cofounded Urban Decay in 1996 and created the brand's most iconic products. Remember the beloved Naked eyeshadow palette? Yeah, it was her idea.

She led the brand to reach $1 billion in annual sales and sold the company to L'Oréal in 2012. Less than a decade later, Zomnir launched a sustainability-focused beauty venture called Caliray.

But she's not starting over. Zomnir is simply expanding on something she's been doing for years.

"I tried making eyeshadow compacts out of corn plastic 15 years ago. And Urban Decay was the first brand to have all recycled paper cartons," she told BI. "So it's not like Caliray's wellness and sustainability is a 180 departure from Urban Decay. It wasn't part of the brand's messaging, but it was always part of my personal vision."

'Makeup is in my blood'

Zomnir grew up in Texas, where blush was bold, and hair was sky-high.

Her beauty memories start early. She recalls sneaking into her mom's bathroom, the smell of her makeup drawer, and the eyeshadow brush that seemed like the "biggest, fluffiest in the world."

Zomnir has also never forgotten the massive Calvin Klein makeup kit her mom gifted her around age 13.

"It was probably the best Christmas gift I've ever gotten, other than this giant diamond ring my husband bought me a few years ago," she added with a laugh.

Despite her innate love for makeup — and a college job selling Elizabeth Arden skincare at a department store — Zomnir didn't envision a career in beauty.

"My customers were all in their 70s and 80s, and the women I worked with were in their 50s and 60s," she said. "They were amazing, like moms to me, but that had been their career. They'd talk to me about progressing mine, and I would think: 'Oh no no, I'm not doing this.'"

Zomnir went into advertising, working an internship at Leo Burnett Worldwide that turned into a job working on cosmetic advertising accounts. Her career took her to California in the mid-'90s, where her life changed forever.

Zomnir's friend was engaged to a man who worked as an asset manager for Sandy Lerner, the cofounder of Cisco Systems. When Lerner told him she'd set her sights on makeup and wanted to create a brand, he called Zomnir and asked if she'd like to meet with the tech entrepreneur.

"I was thinking, 'How can we possibly break this giant beauty industry?' She looked at me and said: 'Well, I broke tech. Why can't we break beauty?'" Zomnir recalled. "So I quit my job and jumped in. Sandy and I started Urban Decay."

No regrets; just makeup

Urban Decay is famously known as one of the first indie beauty brands to make it big. At its peak, Zomnir said the company was selling at least one Naked palette every few seconds and had gone global, largely thanks to help from L'Oréal.

Zomnir left in 2022, a decision she made when she felt Urban Decay needed a "fresh perspective," she told Beauty Independent, and a chance to fully acclimate to L'Oréal's branding. The founder told BI she's at peace with the brand now being out of her control.

"Are you ever going to completely align with someone else's creative vision for your brand? Nope. You're not," she said, pointing to the brand's Moon Dust eyeshadows as an example.

"I don't love the new package they put them in, but it's the same formula," Zomnir said of the powder products, now encased in see-through acrylic squares rather than small, silver spheres.

"But I get a lot of satisfaction from the fact that many of the things I created are still the top sellers and top of the industry," she added. "Moon Dust shadows, the Naked palettes, the 24/7 pencils — all of those are things I cooked up."

She's still close with many people who brought the brand to the top with her. Zomnir said she attended a "mini-reunion" with ex-Urban Decay employees at the Caliray office the night before our call. Attendees included L'Oréal group president Carol Hamilton, beauty veteran Tara Simon, and, in true Urban Decay fashion, lots of pets.

"This is very emotional and top of mind for me," Zomnir said, reflecting on her past role. "While I was there, I'd look around and see a couple hundred people spread across a few buildings, all working toward a really unique and amazing mission."

Starting fresh with Caliray

Conceptualizing a new makeup brand with a California aesthetic was a no-brainer for Zomnir.

While on the road promoting Urban Decay, she noticed that people asked her the same questions: What's California like? Does she surf and do yoga? Does she eat kale for breakfast, lunch, and dinner?

Then Zomnir took a surfing trip with her family and noticed a surplus of plastic trash across the island.

Sustainability was always important to her. She introduced a biodynamic garden to the Urban Decay office so that employees could harvest their meals and ensured that eco-friendly materials like cork and bamboo were used throughout its office furniture and supplies.

But she knew she could make even bigger changes.

"I thought about all the Naked palettes that are probably in landfills right now, and I was like, 'We have to do a better job,'" she said.

So, she officially launched Caliray in 2021. Its makeup, made with skin-friendly ingredients, is meant to be effortlessly applied. Its packaging, however, utilizes recycled plastic, sugarcane barrels, algae and vegetable ink, and other eco-friendly components.

"What we're trying to do is get the most recycled plastic we can into everything," Zomnir said. "We're trying to use glass and not coat it with materials that render it unrecyclable."

Those shiny, plastic lipstick tubes that look like metal? They're a no-go for Caliray.

"They're beautiful, but it takes a highly toxic process that really pollutes the air environment to make them," she said. "We're trying to be cognizant, not only of the materials we use but how we treat those materials."

A Caliray press representative cites the brand's Come Hell or High Water mascara as its most popular product. It's followed by its So Blown primer, which the brand says has sold out seven times at Sephora.

Both products are also extremely popular on TikTok. Caliray's mascara first went viral in 2022 and is still regularly discussed on the platform today.

The representative also said Caliray is expected to reach $18 million in sales this year and was named one of the most innovative brands by Fast Company in March. BI couldn't independently confirm that estimate.

Doing things the Zomnir way

Zomnir's Caliray surf shack doesn't run like a typical office.

"Deliveries come, and we all basically get up out of our chairs and haul boxes into the product closet," Zomnir said. "It's scrappy, but it's fun. I love having my hands dirty and understanding every little aspect of the business."

Starting a new venture is difficult, even for a beauty veteran. The days of beauty consumers being loyal to one specific brand are long gone.

"There's not even loyalty to favorite products anymore, which is OK. That's the customer's choice," Zomnir said. "But as a brand, it's your job to make products so good, and the packaging and the branding so compelling, that even if they stray, they do come back to you."

That's why she's stuck with her tried-and-true business method: starting from the bottom and naturally working her way up.

"You can throw $20 million at something, get it launched, drive the awareness, and make it successful," she said. "But I do think there's something to be said for starting really, really granular. I started with almost no employees."

And in doing so, Zomnir can finally take a step back and enjoy everything she's created — so far, of course.

"I just graduated my youngest child from high school, so I really want to take the time he's out of the house to experience more and spend some more time with friends. And to be super honest, to keep myself from crying every day," she said.

She's also booked a ticket for a vacation with friends and is slowly but surely passing on some of her workload to Caliray colleagues.

"Hopefully, I can be an even better visionary for them now that I'm able to take my hands off the reins," she said.