, Morgan First, 35

Founder, Rosé Mansion, New York City

Rosé-tinted glasses

“Think pink” is more than just a cute phrase for First—it’s a lifestyle and a business strategy. Along with partner Tyler Balliet, a former 40 Under 40 honoree, she dreamed up the Rosé Mansion concept in 2018, and, this year, it doubled in size. The mansion is part science museum focused on how and where rosé is made, part wine bar, and perhaps most importantly, 100% fun and photogenic.