Subscribe
Share
Share
Embed
In this episode of the Startup CPG Podcast, Grace Kennedy is joined by Woo Pailet, co-founder of LOO, a plant-based, eco-friendly wipes brand. Woo shares the inspiration behind LOO and the drive to create sustainable, beautifully designed wipes that appeal to both environmental and aesthetic concerns. She dives into the harmful impact of traditional plastic-based wipes and how LOO provides a better alternative with fully recyclable packaging and flushable wipes.
Hear about the importance of networking, LOO's marketing strategy, and the challenges of launching a sustainable personal care brand—from participating in major trade shows like Expo West to balancing financial sustainability with growth, all while minimizing waste. Wu offers insights into bootstrapping the business, the role of persistence, and the importance of building a collaborative team to turn their vision into reality.
Tune in for an inspiring conversation about innovation, sustainability, and the entrepreneurial journey behind LOO!
Listen in as they share about:
- Why They Created LOO
- Team Expertise and arget Audience
- Marketing Strategy and Product Features
- Challenges in Production and Team Dynamics
- Destigmatizing Wipes
- Fragrance and Product Development
- Participation in Trade Shows
- Financial Management and Sustainability
Episode Links:
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
Creators & Guests
What is The Startup CPG Podcast?
The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.
Woo Pailet
Actually, most woven wipes contain plastic which end up sitting in a landfill and they break down after 100 years. And finally when it breaks down into microplastics, they enter our ecosystems and that's how we end up consuming a ton of microplastics. And so this is what really sparked our vision in terms of just why not create a flushable wipe brand, right, that is both truly sustainable, from the fibers of the wipes to the packaging itself, but also beautifully designed.
00:41
Grace Kennedy
Hello everyone and welcome back to the Startup CPG podcast. This is Grace and I am so excited to be back with another founder feature. Today I'm talking to Woo Pilot, the co founder of loo, a plant based wipes brand looking to redefine how consumers view hygiene with their sustainable and flushable wipes. Unlike traditional wipes, Lo's packaging is not only 100% recyclable, but is also beautifully and thoughtfully designed. And they have both scented and unscented options. Although I am partial to their scented agave wipes, I loved chatting with Woo and learning all about lu's sustainability mission, their unique four person founding team and everything it took to create a first of its kind product. I hope you enjoyed this episode and as always, let me know what you think. Hello everyone and welcome back to the Startup CPT podcast.
01:41
Grace Kennedy
This is Grace and today I am so excited to be joined by Woo Palitz, the co founder of Lou. So welcome to the show, Woo. I'd love for you to introduce yourself and your brand to our listeners.
01:53
Woo Pailet
Yes, thank you so much for having me. I'm super excited to be here. My name is Wu and I'm a co founder and head of marketing for Lou. And Lou is a plant based flushable oyster brand with fully sustainable packaging. So it's 100% recyclable and also sustainable wipes.
02:11
Grace Kennedy
Amazing. And yes, as I was just telling Wu before we got on this call, I was lucky enough to try some of Lou's products and I got to try the agave scented ones and I was saying the smell makes me feel like I'm at a spa, which is not your typical wipes experience. So I'd love to start with just why you and your co founder Angela decided to create Lou and why did you feel like it was a necessary product in the market?
02:38
Woo Pailet
Yes. So amongst my Phil co founders are actually four little ones. I grew up in a household where wives were part of our daily lives and because they're just more hygienic. And one day were talking about how there's just plastic packaging everywhere. It's stuffed in our bags, on countertops, basically in just every corner of our house. And so were curious why something so essential to our lives and our daily lives had to really compromise on design and sustainability. And so the reason I say sustainability also is because actually most woven wipes contain plastic which end up sitting in a landfill. And they break down after 100 years. And finally when it breaks down into microplastics, they enter our ecosystems and that's how we end up consuming a ton of microplastics. This is what sparked our vision.
03:29
Woo Pailet
And really, you know, were thinking about why not create a flushable wipe that's both truly sustainable from the fibers of the wipes and then to the packaging itself, and have it beautifully designed. And so we saw an opportunity to redefine the market by offering a product that not only performs well, but also looks good in your home. So you're proud to leave it out?
03:50
Grace Kennedy
Yeah, absolutely. And I'm curious, how did you and Angela meet to like come up with this idea? Was it like friendship or colleague or. Yeah. How did you guys come together?
04:01
Woo Pailet
Yeah, so we, our whole co founding team, it's a team of four and so we met through the network, just networking and then all just kind of became friends. And so that's where we kind of kept in touch and just had conversations around different ideas and projects. And this was the one that really resonated with us the most on a personal level, but also just really trying to make a difference in the market.
04:26
Grace Kennedy
Yeah, absolutely. I love that networking is key. It's like on the last like three interviews I've done, everybody's just been like, you have to network. And you guys are co founding team born out of networking. So that's just another example. But yeah, so returning a little bit to the product itself. So once you guys decided, okay, we think there's really a market for this beautiful sustainable wipe product, what were your kind of first steps to actually going about creating it and what was your expertise that you were bringing? It sounds like maybe marketing, but what were you all sort of bringing to the table that could help you take these first steps to actually creating a product?
05:05
Woo Pailet
Yeah, so on our co founding team, we actually have a head of product and head of design who have extensive experience in the CPG space in terms of product development. And they have worked on some really incredible brands and really amazing projects. And so where we started was doing deep research into the plant based fibers to be able to determine all right, what is going to have the necessary strength, but also softness for that premium quality in terms of the wipe. And then we need to make sure that they disintegrate easily in the water to ensure flexibility. And so that was something that we really wanted to put in our time and energy into. And so with that, our wipes are made with a higher percentage of natural plant pulp than most other wipes, precisely for these reasons.
05:55
Woo Pailet
And then from that is also the rigorous testing that goes into the actual flushability. And so we are gd4 compliant per indus regulations. And that is a series of seven different tests to really prove flushability and how well your wipes are flushable. On the packaging side, it was especially critical for us to kind of break away from the conventional, you know, plastic bags. And so we wanted to come up with a fully recyclable solution that can be easily disassembled and a broken apart. And the other component that was key for us was to design a premium product that would look good in people's homes and especially had gender neutral branding. And so with the gender neutral branding, really what that does is simplifies the shopping experience for consumers.
06:43
Woo Pailet
So with certain consumers who buy products, right, share products with partners or family members, it makes it much more convenient. And so those areas that were very much mindful of. And then there's also our juice. And so there's actually a number of toxic chemicals that are linked just rising health concerns. And so for example, like phthalates, they're linked to hormone disruptors. They're commonly found in synthetic fragrances. Many conventional wipes, like makeup remover wipes, antibacterial wipes, baby wipes, personal care wipes, like the list goes on, actually contain parabens, which is a synthetic preservative to increase shelf life. And so with all of these things considered, knowing these realities, it was really important for us to kind of commit to a clean, non toxic, safe ingredients in our juice.
07:35
Woo Pailet
And so our juice is paraben free, phthalates free and produced on dedicated production lines as well to prevent any contamination from other chemicals like toxins and dyes.
07:47
Grace Kennedy
Wow, that's so cool. And you guys have really kind of considered each element, which is really impressive because I think sometimes, you know, we maybe consider the sustainable packaging, but maybe less what's in it, or we consider what's in it, but we have less sustainable packaging. So I'm just impressed that you guys sound like you've really considered all aspects. And I was saying to you know, I Don't really use wipes. And as you were talking, I was like, yeah, I don't really use wipes because I've been, like, scared of the, like, plastic Clorox wipe things. And I haven't used any since, like, the pandemic when were all, like, just so scared that we would use anything.
08:22
Grace Kennedy
So as you were saying that, I was like, oh, wow, now I can use these wipes and not feel like, oh, if I wipe my countertop with this, and then I am cooking food, that's a, like, scary combination to have those chemicals near something I would be eating. So you're kind of making me realize my own need.
08:42
Woo Pailet
Yes, I actually wanted to clarify one thing. So our wipes are specifically for the bathroom.
08:49
Grace Kennedy
You know, I think I did read that before we started. And then in my brain, I was just thinking about the times I have used wipes. And it was like, literally the pandemic when were all, like, using wipes on our packaging to, like, prune the food before we run into the house. So anyway, I'll use these in my bathroom. But I have actually many moons ago when I was like an undergrad in college and was just like, what's the easiest thing to used wipes in my bathroom.
09:13
Woo Pailet
Yeah.
09:13
Grace Kennedy
So again, now I could feel less nervous about using these wipes in my bathroom. So that's great. But anyway, back to your product and not my own feelings about wipes. I mean, speaking of how people feel about wipes and who uses wipes, who do you guys see this product really being for? And who are you really kind of trying to market it to as the person with the marketing expertise?
09:38
Woo Pailet
Yeah, I would definitely say there's a number of different folks in our audience. So there's obviously the kind of eco consciousness shopper people who really value sustainability and prefer products. Right. That also value the same. So with the recyclable packaging and minimizing environmental impact. And then there's also kind of parents entering parenthood and or caregivers because, again, wipes, they're super convenient to use and effective for children and any family use. And then especially from our design standpoint, I would definitely say more design oriented buyers. And so consumers who really appreciate kind of that aesthetically pleasing product that fit into their lifestyle and also their home decor. And so I think those are really a lot of the key audiences that we have in mind. And especially from a regional perspective, New York City is one of our bigger audiences.
10:34
Woo Pailet
A, not just because we are based out here, but B, Also because in terms of flexibility, New York City has one of the oldest sewer systems. And so it's if and so from a flushability standpoint. So like I use them at home and I live in Brooklyn. I haven't had any issues or any fear from that standpoint. And so I think if we can really dominate this region and pre flush ability, then that is something that we can easily go out to in terms of sewer systems and septic systems.
11:05
Grace Kennedy
Yeah, that's so interesting. And how have you been sort of getting Lou into people's hands in New York City? Are you guys, you know, focusing online or have you been like seeking out, you know, small retail partnerships or large retail partnerships? How have you been, you know. Yeah, getting Lou into people's hands?
11:21
Woo Pailet
Yeah, so there's definitely our. It's a multichannel approach in terms of getting our product into customers hands. And so that includes everything from our website where we highlight our design and sustainability story. And then we also leverage our social channels and gifting to influencers who align with our views and give us that exposure to potential customers through their audiences and community. We also partner with, you know, two of the most premium indie retail locations in New York City, such as Pop Up Grocer and Happier Grocery. We've done, we've had amazing sampling opportunities. So one of them being a start of CPG's Discotopia event at Nootopia now, which was really fun and exciting. And then we also recently did a Founders Friday event at Happier Grocery.
12:10
Woo Pailet
And so our focus really has been creating an authentic connection with our audience, blending that online visibility with in person experience to drive engagement and brand awareness.
12:20
Grace Kennedy
Yeah, absolutely. And I agree that the sampling is so important, especially for a product that does kind of have a negative connotation to it sometimes. So showing people like, no, it's not what you. The picture you have in your mind. A wipe, I feel like is so important for something that's kind of creating a new image of what a wipe can be. And that's something I know you guys talk about on your website, which is this idea of destigmatizing the use of wipes. So could you speak a little bit to that aspect of Lou?
12:50
Woo Pailet
Yeah, I. One of the things it's interesting that you mentioned that in terms of the sampling experience because especially when you. I think people have been so trained to just expect wipes and plastic bags. And so really the first initial reaction when people see our packaging and our product and holding it in their hands, they're very surprised by the Format. And so that alone is a huge component. Component to be able to, as you mentioned. Right. In terms of destigmatizing. And so having. Right. It's one of those things for the most part, like if you were to ask any wipes user if they have it in their bathroom, right. And they know that someone is coming over, you immediately want to tuck it away, hide it somewhere, because you don't want to be outed by your guests of like, oh, you're a wife's user.
13:38
Woo Pailet
And so there's multiple ways that we kind of approach in terms of the destigmatizing, the actual use of wipes as adults. So that's a transparency, I think, in. In terms of the education. So, for example, as we talk about, like some of the toxic ingredients that you typically find, even just down to the reality of, you know, microplastics in a lot of different plastic woven wipes. And so having that education, I think is critical in terms of explaining why this behavior is important. Then also the format of our packaging, especially the design element of it is something great, like, because you want to leave it out, it's part of, you know, your daily life and not something you feel like you have to hide, per se.
14:24
Grace Kennedy
Yeah, absolutely. I love that. And make you everyone feel proud of their cleaning products. It's definitely not the norm. You definitely are usually stashing them away underneath your sink or in a closet or something. So making everyone feel proud of your cleaning materials. I love it. And speaking of, you know, feeling proud of the design and people being drawn to that design, I know you guys have also received really positive feedback, not only from customers, but also from people in the industry. So I'd love for you to talk a little bit more about that feedback and recognition of your design.
14:53
Woo Pailet
Yeah, we've had really positive feedback. I think one of the moments that truly took our breath away was being featured in Dieline, which for most CPG brands and brands that really focus on packaging design, it is like the most influential platform. And so we are so grateful to have had the opportunity and incredibly humbled by everyone's support and positive responses that we received, especially given the fact that, like, what we're trying to do is blending kind of the mission of creating a sustainable solution, but also looks beautiful. And so that was a real pinch me moment for us.
15:31
Grace Kennedy
Yeah, absolutely. It's always so nice to get that recognition in a formal way where you can point to it or send someone the link and say, hey, look. And it's not just a Passing customer, which is also lovely, of course, to have to meet a customer and have them say that they love your product. So both are nice. But I'll agree. We know. When I saw your packaging, I was really impressed and definitely it's not something I've seen before. So obviously you guys are at Nootopia now sampling at our Discotopia party. But what are some other things you have coming up in the future, and how are you approaching different things like that in terms of the niche you're in? How are you approaching, like, doing things like Nootopia now or other future trade shows potentially?
16:17
Grace Kennedy
Are you guys investing in that process at all or are you focusing more on, you know, New York City sampling?
16:23
Woo Pailet
Yeah, so that's a really great question. So one of the bigger moments, I think, for any CPG round is Expo west. And so we are going to be joining startup CPG and a part of the floor there. Yep, exactly. So excited. And so we. To be able to attend such a trade show in such a large event of that scale, especially as a new brand that we're just starting out like that is very exciting for us. And so we're already starting just kind of the logistics and the planning for all of that. And so that's something we have really to look forward to in our future. And then we're. From a sampling standpoint, it is something New York City is largely where we're looking at. But of course, if we have opportunities to sample elsewhere, that is exciting for us as well.
17:12
Woo Pailet
And then from a brand and a kind of product perspective, we're really focusing on kind of the scaling efficiently and making sure that we're expanding our product line with more innovative solutions that align with the needs of our customers. But we're also exploring new fragrance offerings. So we're super excited to hopefully be able to reveal a new one in the near future. And so, yes, that's a big goal of ours right now.
17:37
Grace Kennedy
That's very exciting. I'm sure you probably can't say it, but I'm so curious what the fragrance is going to be. But I mean, I love the agave fragrance. Like I said, it feels like a spa. So I'll be curious to see what else you guys have. And I'm sure you'll have it, or hopefully you'll have it at our intersection at Expo West. And obviously you were saying this, but, you know, there's so much planning, logistics, and also resources that go into doing things like Expo West. So I'd love to chat a little bit about how you are managing the resources of being an early stage brand, doing things like Expo west, which can be so impactful for your brand, but also you need the cash to do it.
18:13
Grace Kennedy
So how are you guys trying to find that balance between investing in your business while also saying, you know, financially sustainable?
18:21
Woo Pailet
Yeah, when we say sustainable, it's like in every way, shape and form for us, internally, externally, as a team, as a brand. And so for us, from a resource standpoint, we are really Expo west. And I think just trade shows in general, it's right, there's a lot of waste and kind of large trade shows like Expo west, there's so much that goes into it, so many materials, time, money. And so for us, what we are trying to really think about and be mindful of especially is just how can we be present and really be known as a brand and make sure that we're maximizing that opportunity to be there and to be able to talk to, you know, the right folks, buyers, retailers, et cetera, but at the same time also not be wasteful.
19:12
Woo Pailet
And so that's something that we're very conscious of and trying to understand and be mindful about. And so we're thinking about a right, how can we do this very cost effectively, but at the same time also not leave a ton of materials at the end of the show. And because that's just a sad reality of these types of events where put in so much to build a structure and have your space be seen. But then at the same time, you know, when the event is over, then we want to do this, we want to have a really good moment and we want to be out there and be present and seen, but we also don't want to be wasteful.
19:50
Woo Pailet
And so we're trying to be mindful of that fact and trying to minimize kind of the waste that could be potentially left after an event.
19:59
Grace Kennedy
Yeah, absolutely. And it is such a sad reality of these trade shows and people are, when you're leaving them, people are like pushing product on you because they don't want it to go to waste. But. And it feels a little bit contradictory, right, because so many of the products that are at these shows are like sustainable and trying to like combat waste in our society. But then the nature of these trade shows kind of encourages waste and sort of makes it really hard to avoid. So I love that you guys are already thinking about that and prioritizing that especially as you've said, you're a sustainable focus, sustainability focused brand. So if that's A pillar of your mission. You know, it feels important to do that in all ways, as you said, externally, internally, all of the above.
20:45
Grace Kennedy
So I love hearing that's priority for you guys. Another thing you mentioned that I wanted to come back to is thinking about finances in general and how to be financially secure and also like how to pay yourselves if you are paying yourselves. So that's something I wanted to ask is have you guys invested your own money? Have you sought outside investment and are you able to take a salary yet or is that something you sort of like have savings for or you do you have another job? Just want to get a little bit into the nitty gritty of the finances, which I know can be feel a little tricky to talk about sometimes.
21:22
Woo Pailet
Yeah, I mean we have a fully bootstrapped the business and so art with among ourselves. And so we have invested personally each of us and we're definitely not paying ourselves out right now. And so we have largely fundraised through friends and family and those close to us in terms of who believe in us as a team and people, but also believe in what we're trying to do. And so that's largely how we have gotten by. We're the last thing that we're basically trying to push that out from a perspective of everything that we're generating should absolutely go back into the business to fuel our growth versus paying ourselves out at this point.
22:03
Grace Kennedy
And how are you managing, you know, not taking a salary? How is that? Do you know, have savings from a previous job or. You know, I just love to talk about these things because I think sometimes founders are like, well, how do you not have a salary? Like how is that even possible? So yeah, I just am curious.
22:18
Woo Pailet
Yeah, I. I mean first I will obviously speak for myself specifically, but for me it's just I really wanted and I think as an entrepreneurial spirit, it's something that I've always wanted to do. And just throughout my career, especially as a marketer and having worked for other founders in my past lives, I've observed so many different things in both, you know, just kind of larger corporate settings, but also start especially startup settings. And so I've always had the dream to be able to do something. But exactly to your point, having a solid saving and feeling comfortable to take that leap financially was a big component and variable to actually be able to pull that trigger.
23:02
Woo Pailet
And so for me, yes, it is something that I held off intentionally to be in a place where I felt comfortable, but I also felt like I had a more experience b A solid savings to be able to say, okay, I'm going to try this and go.
23:17
Grace Kennedy
Out there and do this now. Yeah, absolutely. And it requires so much of your kind of mental energy to be a founder. You know, you probably think about it to your baby. You think about it all day, every day. So, yeah, I think it's so important for you to feel secure in other parts of your life. So you have a bit of a Runway where you can just focus on the business and not be stressed about money or other things, which it's hard not to be stressed about money, of course, but it's helpful to have a little bit of a Runway. So, yeah, I appreciate you. You chatting about it and, you know, being honest and forthcoming, because I think it's important to talk about. Even though nobody really likes talking about money. I wish we.
23:54
Grace Kennedy
Nobody had to talk about money, but it is the unfortunate reality. So, speaking of other challenging things, I'd love to hear what has been one of the biggest challenges you faced while creating Lou. And this could be on a personal level, like just you, or this could be, you know, on a team level or, you know, brand level, I think.
24:16
Woo Pailet
Yeah, that's a really good question. One of the most challenging moments, I think, was definitely finding the right suppliers and manufacturers, especially because of what we're trying to do, where it's completely different format, it's a new format compared to what is typically out there and typically produced. And so finding someone, especially a manufacturer, who really believed in our concept for LU was tough. And so we actually got a lot of rejections in the beginning, but was able to find somebody who not only had the right materials and equipment, but also the willingness to invest their time into developing our UNI product with us. So it was a bit of a journey to find the right partners who would align with our vision, especially given just our emphasis on sustainability and quality.
25:06
Woo Pailet
And so kind of to overcome this, we had to do a lot of the R and D and prototyping in house. Having that alignment and mutual trust has been super key to navigating the complexities of production and also just getting Lou off the ground.
25:20
Grace Kennedy
Absolutely. It's hard for me to even imagine how you would R and D a product like this in house. So was this like you in your kitchen, or how did you R and D this before finding a manufacturer?
25:31
Woo Pailet
Yeah. So that, again, this is where really the way that our team is comprised is super unique and special. And so we have such experts individual areas. And so Angela is an absolute veteran in Sales and my background comes from marketing. And then Ed, we have, he's an engineer and so he's the one who has been leading a lot of the R and D. But also alongside our fourth co founder, Danan, excuse me, alongside our other co founder, Dan, who is head of design. And I mean between the two of, they're an absolute powerhouse in terms of just the research and development and all the prototyping that we've done. So that was, I think that's the unique component to especially our company and our brand is just the strength of our team.
26:19
Woo Pailet
And so that was how we knew how were able to do that in house.
26:22
Grace Kennedy
Yeah. And I hear often, you know, people who are founders saying they wish they had a co founder or co founders saying how grateful they feel to have a co founder. But I'm also curious with, you know, for people who are kind of co founders, so four people who have a really big stake in this company, has there ever been any challenges in terms of like communicating or really anything with having sort of a larger co founding team?
26:45
Woo Pailet
I would say no major challenges. It is the beauty of it is that because we are basically SMEs in our individual areas. The good part is that we all trust each other from that perspective of, okay, you're the expert. And so we absolutely trust your guidance and your thoughts and your counsel on XYZ matters. And so that's been a huge component to really how we're moving forward and pushing the business forward. And so I would say maybe the only challenge is I do miss that office kind of environment of just like all being together. We're kind of sprinkled out in different areas, luckily, all east coast time, Eastern standard time. So that is the good news. But I think that's the one component where I think there's a lot of like ideation and brainstorming and just kind of different.
27:35
Woo Pailet
It's a different energy being in office. So maybe that's one big challenge that I kind of miss or even not a chance. Maybe that's a challenge that, you know, we haven't had before. But outside of that, it's been pretty seamless.
27:49
Grace Kennedy
Yeah, that's awesome. And I love what you said about really trusting each other and each being experts. And that definitely, I'm sure, really makes it easier to delineate who's doing what. And so often founders feel like they have to wear every single hat. And it's nice that you have four people who are each wearing different hats so you can spread the Wealth a little bit in terms of the effort and the load that is required. Although I'm sure it's still a lot of effort and load required. But so on the flip side of challenges is what's something you're most proud of? You know, since founding Lou, I would.
28:22
Woo Pailet
Probably say in terms of. I would say we officially entered the market in mid July. When we look back at just kind of all of the incredible moments that we've had this year, I think one of the bigger things that we're proud of is being able to just turn an idea into reality. And that's something my co founders and I are extremely proud of, especially because we know that this type of journey of being an entrepreneur is not an easy task at all. And so when we look back at basically starting from day one to launch of this year in mid July, so much of our time and our energy and care and all the TLC has that has gone into it has really been able to.
29:07
Woo Pailet
Or excuse me, all the TLC that has gone into it has been why were able to basically turn our vision into a real product and have it in stores. And so honestly, at times when I go into store, into the stores that we're in and I see it on shelf and it's just like a moment where I'm like, oh, wow, like it's actually here. I'm like, it's in front of sitting on a shelf, like this is incredible. And so being able to see that, especially as an entrepreneur, I think it's a moment that it's not long lost on us at all.
29:37
Grace Kennedy
Absolutely. Being able to take something from an idea to a real product in and of itself is truly so impressive. And everybody who does it should feel very proud of themselves, including the whole Lou team. And how long, just out of curiosity, how long did it take from day one, would you say till mid July when you launched?
29:57
Woo Pailet
From day one to launch, that was about a year and a half. And so that was truly the time spent in terms of perfecting the product. And so product development, to the research, to the testing, to iterating and just really improving on each round. And so that was. That was a lot of labor and love that we put in. And so we're excited to actually be out there and have something on the market that people are enjoying and getting the positive feedback has been super exciting for us.
30:27
Grace Kennedy
Absolutely. So my final question is just if you were to go back to that day one, you know, a year and a half ago or a little Over a year and a half ago. Now, what piece of advice would you give that day one? Woo. Setting out to create this brand or what would you tell another founder who's on their day one of creating, taking this idea and making it a reality?
30:51
Woo Pailet
That's awesome. Question. I would say for anyone on day one, I would say to be persistent. It's. There are days because of that journey in the beginning when you're really trying to solve the problem and come up with a solution. It's not always an like, it's not like a walk in the park. Right. Like it's a difficult journey and there's ups and downs and so there are moments where something doesn't work right. Like as you maybe had predicted or wanted from a product's perspective or anything else. And so I would just say being persistent is super key and in really turning the idea to a product. And so yes, there are moments where it feels like, oh man, this feels impossible.
31:37
Woo Pailet
But I would just say to kind of continue through that and tomorrow is a whole nother day and just try again and persist and sometimes like there will be an actual end and a light at the end of the tunnel. So yeah, persistence is definitely key.
31:52
Grace Kennedy
Absolutely. I think that's great advice and something probably everyone needs to hear every single day if they're creating a brand. But yeah, last question is just where can people learn more about Lou and follow along on your journey?
32:06
Woo Pailet
So all of our fun activities and the fun stuff that we're up to is typically posted about and we talk about it on our social channels and you can follow us at Lou Wipes and then we also have our email newsletter and you can sign up for those@louwipes.com Amazing.
32:23
Grace Kennedy
Well, thank you so much for coming on the show. It was so much fun to learn more about Lou and your journey to creating it and I can't wait to see what you guys do next.
32:33
Woo Pailet
Thank you.
32:38
Grace Kennedy
All right everyone, thank you so much for listening. If you enjoyed this episode of the podcast, it would help us out so much if you left a five star review on Apple Podcasts or Spotify. I am Grace Kennedy, the editor for Startup CPG. So feel free to add me on LinkedIn or reach out to me on Slack. I'm always on the hunt for new and exciting brands to feature and if you're a potential sponsor that would like to appear on the podcast, please email partnershipsartupcpg.com and finally, as a reminder for anyone listening, if you haven't already, we would love for you to join our community on Slack and you can sign up via our website startupcpg.