In this episode, Bora chats with Kelly Kreusler, co-founder of Crunchi. She shares her remarkable journey from pharmaceutical sales to revolutionizing the clean beauty industry. Discover how a chance meeting at a mom's night out led to a powerful partnership that would challenge the status quo in beauty manufacturing.
For brand builders, this episode offers invaluable insights into:
- Building a brand with zero industry experience and turning "no's" into opportunities
- The power of unwavering standards in product development and why refusing to compromise can become your biggest competitive advantage
- How to launch with minimal products (they started with just 4-5 SKUs) and grow based on customer feedback
- Alternative marketing strategies: Learn how Crunchi grew without traditional advertising, leveraging direct sales and word-of-mouth
- Navigating the transition from a small founding team to managing a large organization while maintaining an entrepreneurial culture
- The importance of listening to customer demands in shaping product development (their expansion from cosmetics to skincare)
- How to differentiate your brand in an increasingly crowded "clean" marketplace
- Strategic insights into the future of clean beauty and why body care products represent the next big opportunity
Kelly also shares candid details about their early challenges with manufacturers, the importance of extensive product testing, and how they maintained their strict, clean beauty standards despite pressure to compromise. This episode is particularly valuable for entrepreneurs looking to enter the beauty industry or any market where product integrity and brand trust are paramount.
Perfect for entrepreneurs who want to understand how to build a trusted brand in a "messy" marketplace while staying true to their mission and values.