What personally motivated you to start the company?
My sister, Emily and I started nfuse as a way to make a daily chore (putting on deodorant/ applying body lotion) pleasurable, safe and actually good for you. Most people don’t realize the lack of regulation around the ingredients that are in deodorants, creams, and lotions that we put on our skin every day. As daughters of a breast cancer survivor and mothers to teens, we were adamant that every ingredient is absolutely safe and effective.
What obstacles did you overcome to give you a totally unique perspective on what the market needs?
Breaking into an industry dominated by huge multi-national corporations is daunting to say the least, so that was a challenge. I think we’ve had success because of our unique perspective and understanding of the benefits of magnesium and how it’s best absorbed. We received a patent last winter on our magnesium technology used in nfuse. There are no other deodorants (natural or otherwise) that are formulated to deliver magnesium and nfuse is truly innovative. My sister and I are fortunate because my husband’s family has been involved in magnesium and the environment for many years so it’s very likely that any conversation around the dining table includes a discussion around magnesium.
What inspires you and fuels your creativity?
Being in nature inspires me and fuels my creativity. Nine times out of ten if I take a long walk or run, I find that I can work out a nagging problem or come up with a new approach. Also, Emily, my sister and nfuse co-founder, inspires and drives me. She’s whip smart, determined and the ultimate innovator. We love working together and are passionate about changing the way people approach their daily routines.
That said, Emily and I, sisters and founders of nfuse, have never had an interest in being just another natural deodorant or body lotion company. We have been single-minded in our efforts to upend daily routines by replacing iffy ingredients with nourishing magnesium and delivering this essential nutrient through the skin. The idea that your daily routine can not only be “not bad for you” but actually healing and healthy is what gets us out of bed (with the help of nfuse) every morning and we will continue to innovate to deliver on this promise.
The book you own that is the most dog eared.
That’s tough. There are a few but probably Mission In a Bottle: The Honest Guide to Doing Business. A friend gave it to me right before we launched nfuse, it’s the story of the start-up years of Honest Tea. Also, I just finished Educated by Tara Westover which I loved. I’m a big fan of podcasts too since I drive a lot – listening to How I Built This with Guy Raz.
What advice do you have for the next generation of entrepreneurs?
It’s a marathon and not a sprint. Your business will take over your life and balance is very tough to find. However, if you are willing to show up and put the work in it’s the most gratifying endeavor you’ll ever have.
Words to live by.
You can do it.
Pick the right partners.