It is impossible to be an ambitious woman. Max is born in 1975 and is inspired to create a beauty brand at the age of 6. She starts doing makeup for women in high school, then during college she is able to secure an angel investor which alters her course forever. It’s a cult-following beauty brand, and cult stories never end well, so they?
The entire time she is closeted. The narrative spans Max’s life from age 6 to age 40. Interspersed with a 9 day period in 2015, we are learning the formative experiences for her building her brand.
This story was so engaging and so realistic that only 30% of the way through the story I started searching the author to see if she had experience at a female entrepreneur unicorn company. Surely she worked at Away, at Glossier?? This story is a deep dive in those types of stories, you can create a culture and create a monster. This is such a powerful story; you will find no heroes or villains. Max is a compelling character. She is so very real.
I am filing this as historical fiction. We do love to put a female entrepreneur on a pedestal and then knock her off of it.
This is a very nuanced story with so many layers. And I promise you won’t be able to put it down. When I was watching the Pee Wee Herman documentary I couldn’t help but think that if he wasn’t closeted, it may have played out differently. This may be true for this fictional story as well.
This is sure to be one of the best LitFic books of 2026.
Thanks to NetGalley and Dutton for the ARC. Book to be published January 12, 2026.
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