Boss Babes: Katie Sturino

Feature image via Eli Awada

As we enter the last month of 2017, it can be hard not to reminisce about what’s been accomplished from these past twelve months. While this year had enough baggage to fill a Boeing 747, there’s still enough time to turn things around, especially when it comes to you and your #goals. So it only made sense to connect with a tried-and-true Boss Babe who completely transformed her life by simply stepping out of her comfort zone and not giving up — and you’re probably already familiar with her thanks to her handful of businesses.

Katie Sturino doesn’t allow her fears to take over her dreams. Yes, at one time, she was afraid to show her personality online or was too shy to network, but the stagnant feeling that she’d experienced a few years back forced her to look at her life and go after her passions. After nine years of being in the PR biz, Sturino trusted herself enough to turn her career around. She created not one but three Insta-famous dog accounts, a fashion blog, and a beauty product line called Megababe. Now, she’s one of the most successful babes in the biz, and someone you should definitely look up to if you’re ever feeling down. Meet Katie Sturino, the one Boss Babe who you need to have on speedial.

Photo cred: Eli Awada


Milwaukee, WI

Current location:

New York, NY

Birth sign:


One thing you hope to accomplish before the 2017 year is over:

I want a celebrity to take [note] of my SuperSizeTheLook series and repost it. I think it would be really empowering for their fans to see that they can achieve star style at any size.

One app you just can’t live without:


Photo cred: Eli Awada

Favorite childhood meal:

Lazy Daisy Cake

Greatest lesson you’ve ever learned: 

“Trust but verify”

Ultimate Boss Babe:

Joy Mangano (I just saw Joy)

Tell us a little about yourself and all the cool, badass projects you’re currently working on:






I am glad that IG invented a toggle option because I was logging in and out of each account for a while and thought I would have a breakdown.

Photo cred: Eli Awada

Throughout your career, it seems as if you’re constantly stepping out of your comfort zone when it comes to creating new businesses and exploring new industries. Do you feel like you’re finally comfortable with being out of your comfort zone and if not, what do you do to get yourself into that mindset when venturing out and trying new things?

If I find myself shying away from something, no matter what it is, I ask myself WHY. If the answer isn’t a legit excuse, and it usually isn’t, I try and push myself. It’s way too easy to get stagnant in life and in work. I find that taking a new meeting with someone or setting up a few coffees can reinvigorate me. Even though I am a total homebody and get very shy, I push myself to get out there.

For nine years, you had a PR company where you helped companies evolved and promoted products. However, you eventually felt like you were stuck in a rut and wanted to try something new where it took you a couple of years to get on the path that you’re on now. Can you explain what you did during that window of time where you were trying to figure out your next move, and how you eventually found your stride?

I made lots of lists. I talked to people in industries or jobs that I was interested in. I thought for a while that I wanted to start an ice cream company. I looked into the process and what the day to day looked like and the long-term and discovered that it actually was not my dream job at all. Even though I love ice cream. I wanted to do something with dogs. I looked into a variety of businesses around that space. Nothing truly felt right and then I started Toast’s Instagram. I felt passion for that project like I hadn’t felt for a long time. I was determined to grow her account and to help rescue dogs. Toast became a celeb and while at a shoot for her, someone asked to profile my style. I launched the 12ish after that and my path keeps evolving!

Photo cred: Eli Awada

While you’re no longer in the PR world as much, what are some ways you still continue to use your PR background to help your businesses flourish? 

For sure. I think PR is the most valuable part of a business and I firmly believe that. If you have a great product and you took years to design the packaging and the branding etc., etc., etc., and no one can see it, it’s dead. PR helps bring eyeballs (and customers) to your brand. I use my skill set all the time.

You recently launched a new beauty line called Megababe (congrats!). Tell us a little about what it’s about and how you came up with the idea to create your own product line. 

I love talking about the things we are not supposed to address as women in our society. Things like Boob Sweat or Thigh Chafe are still taboo in the beauty industry but just about every woman I know has one of those issues. Megababe is a line of women’s comfort products packaged and designed to make women feel confident and unashamed when they use them. So far we are tackling Boob Sweat and Thigh Chafe with two products that launched this past summer. I mean, for years I was pulling a gold bond chafe stick out of my Chanel bag…nothing sexy about that. I have many products in the works for 2018 and I am obsessed with Megababe and getting feedback from women. We have all five-star reviews on the site, and my mom didn’t write them lol. I love hearing that a woman wore a skirt for the first time without shorts underneath because of Megababe Thigh Rescue.

Your pups just might be THE cutest pups on Instagram. How do they (ahem you) keep their content fresh, especially now that everyone and their mom has an account for their pups (hey, we’re definitely not complaining)?

Well, I still find their faces super cute so I try and just post what feels cute to me. Honestly, my agenda for their accounts is very much rescue focused so I just try and balance the rescue message with cute photos so people don’t tune out. Adopt Don’t Shop!!

Photo cred: Eli Awada

Not only are you a business-savvy Boss Babe, but you also passionately talk about body positivity. Through social media, how do you hope to manage the narrative of this topic and are there ways you think other women can get involved in helping to spread this message?

I am trying to empower women to feel good about themselves through my blog, the12ishStyle. My biggest piece of advice for any woman of any size is to put your confidence on first. Whenever possible stop comparing your life to those on social media or thinking that ANYONE is perfect or has it figured out.  Weight has zero to do with happiness or having it “together”. That stuff all comes from inside and you should try and surround yourself with people that bring you up. Obvious, but true.

For most, it can be scary to put themselves out there in the world whether it’s through social media or face-to-face interactions — and you did the same when you created The 12ish Style. What was the transition like for you and what kind of advice would you give someone who wants to open up but doesn’t know how?

IT WAS SO HARD! After being behind the scenes in PR and then behind the dogs’ accounts I was like, does anyone want to hear what I have to say? Do they really care about my workout? Or my pants? I have always been big into sharing my outfit details or my hairdresser or a great make up I had to get over the embarrassment I felt and just start sharing. It was a tough transition but its second nature to me now.

Where do you hope to see yourself in the next five years?

I hope to be hosting a talk show or running Megababe full time!

Any advice for future Boss Babes who are looking to venture out and create businesses from their personal passions?

Yes! Check the market. See how you can differentiate yourself. Be nice. Ask questions. Meet new people. And have fun!

Photo cred: Eli Awada

If you want to know more about Katie, make sure to check out her beauty line here and follow her on Insta here. Oh yeah, and don’t forget to befriend the pups while you’re at it, too: @ToastMeetsWorld,  @MuppetsRevenge, @Underpantsthedog

Written by Raven Ishak

Photography via Eli Awada

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