Ritual: Katerina Schneider, Founder & CEO

Eugene Kang grew up stocking shelves in his parents' gas station convenience stores, then one day took a mesmerizing bite of beef jerky at a small roadside stand, tracked down the maker, and eventually bought the business with his aunt. Fast forward to today, he grew Archer into America’s No. 1 premium jerky brand with 30 SKUs in 30,000 locations nationwide, and on this episode he shares all the lessons learned during the company's recent re-brand.

Miki Agrawal founded the period underwear brand THINX, which everyone listening to this show remembers for its ad campaign running in the NYC subways, featuring grapefruit and eggs to represent menstruation. In 2019, Miki founded TUSHY, where she rebranded the modern bidet. Her latest venture stopped me in my tracks: HIRO Diapers, the world’s first diapers that are digested by Fungi. In this episode, we delve into conscious capitalism, the reduce and regenerate model, and brand growth through community building. Throughout we talk about all things creative and brand, naturally.

Kegan Fisher, together with her husband, co-founded the Frank Darling brand to revolutionize the fine jewelry industry. One fine piece of copy from the brand’s website reads, “The hardest thing on Earth is now a little easier. We’ll be frank, darling. The diamond industry benefits from confused customers.”What began in a Brooklyn apartment has grown into a nationally recognized brand with nine brick-and-mortar locations and consistent triple-digit growth year over year. This episode dives into some of our favorite topics: mastering customer-centric thinking and using empathy as a business strategy. Oh, and the name Frank Darling, of course. 

Lucy Goff is the founder of LYMA, the buzzy London-based brand providing 'the world’s most powerful skin longevity system.’ A LYMA Laser runs you $2,700, and the LYMA Laser Pro sets you back $6,000: a significant investment, and a challenging brand positioning to defend in a highly opaque industry. This episode focuses on how Lucy and her team have created a new niche with significant success from both product and marketing perspectives. 

Michael Browning Jr. is the Founder and CEO of Unleashed Brands, the parent company of youth enrichment franchises that serve millions of families annually across 1,400 locations, including Urban Air Adventure Park, The Little Gym, Snapology, Premier Martial Arts, Class 101, XP League, and Water Wings. Michael and I delve into the business of building and expanding magnetic franchise brands: How to make a brand stick, how to attract operators, and ways in which to become part of a customer's multiple life stages.

Katerina Schneider, founder and CEO of Ritual, has redefined the supplement industry through transparent science and sourcing.In this episode, we revisit her launch of Ritual a decade ago—while she was pregnant—driven by her inability to find a supplement brand she could trust. We explore how her company challenged industry norms, treats customers as “Chief Health Officers,” leverages branding to fuel growth, and why a well-crafted brand image only matters when matched by flawless execution.

Jake Danehy runs the apparel brand Fair Harbor, which has repurposed nearly 40 million plastic bottles into best-selling apparel. He started the company in college with his sister and scaled it into a multi-million-dollar values-led brand.We talk about his childhood beach days in Fair Harbor, which inspired the brand’s name, how you can launch with as good as no funding, that you never own your brand - you only own your company, and how important it is to create guardrails once your brand grows up.

Yousuf Ahmed made his way from the music industry via Goldman Sachs to upcycling leftover oats (a byproduct of making oat milk) into what he describes as plant-based and protein-packed upcycled crunch puffs that taste like summer camp and save the world.When I prepared for the show, I saw that his company, B-Sides, had just announced that their brand design had fallen a bit flat with consumers and that they were about to rethink it all. So here I was about to jump on a call to talk branding with Yousuf, and then that bombshell.Needless to say, this episode has more of a brand workshop vibe to it, and I personally really enjoyed thinking through the brand on the fly and hearing Yousuf’s very smart and insightful takes on consumers, packaging, and branding. 

5 years ago, Jen Pelka was the founder and CEO of The Riddler, a beloved champagne bar located in San Francisco and NYC, where she offered hundreds of champagnes to a clientele of mainly badass women, quite similar to the team who served them. Then the pandemic hit, and fast-forward to today, where Jen is the Co-founder and CEO of Une Femme, the fastest-growing sparkling wine brand in the US. Jen and I talk about how today's wine consumer has changed, going through a big pivot, the challenges of being a degree separated from the end consumer, how her brand is about embodying the idea of fun, and the power of building a brand from within an organization. 

Brian Sheng is the CEO and Co-Founder of Aquaria, a tech startup that literally makes water out of thin air. The company supplies premium drinking water for homes, businesses, and outdoor spaces and backup water generators that are completely independent of plumbing infrastructure. The brand was named one of TIME magazine’s best inventions of 2024 and has secured 102M in funding for large-scale Aquaria Air Water Infrastructure projects.How to tell this story, the many A-HA moments across his journey and why a founder-led brand voice is crucial are all topics Brian and I dive into in this episode.