Gillian Liu didn’t quit her job the moment Kiyoko Beauty started working.

She built slowly. Quietly. While keeping a full-time role longer than most people would have—and only leaving when the business (and her nervous system) were ready.

In this episode of Escape 9 to 5, I sit down with Gillian Liu, co-founder and CMO of Kiyoko Beauty, a brand on track to reach $10M in revenue. We talk about why “just a Shopify store” can be enough, the underrated advantages of keeping a 9-to-5, and how to build something meaningful on your own terms—especially when you come from a strict, high-expectation family background.

This conversation is not about quitting fast.

It’s about choosing well.

Topics we cover:

• Why Gillian kept her 9-to-5 longer than expected

• The $30K pay cut no one glamorizes

• Growing from 1 order a week to $10M without rushing

• What makes a “good” job for a side hustle

• Convincing your parents when you take a non-traditional path

• Building an Asian-led brand with patience and joy