Episode 467: Building a Mission-Led Brand: Lessons from Better Basics’ Plastic-Free Journey

Released on December 23, 2024

In this insightful episode of the DTC Podcast, host Eric Dick engages in a deep conversation with Samantha, the founder of Better Basics. Samantha shares her journey of building a mission-led direct-to-consumer (DTC) brand focused on reducing plastic and toxins in household products. The discussion covers the origins of Better Basics, the challenges of maintaining a mission-driven approach, effective marketing strategies, and future growth plans.

1. Founding Better Basics: A Mission from Personal Loss

Samantha begins by detailing the personal motivations behind founding Better Basics.

“I lost both my parents to cancer... I started to really evaluate everything I was using in my home... and that's what led to Better Basics.” [01:07]

With 15 years of experience in the consumer product industry, Samantha identified a gap in the market for high-quality, toxin-free household goods. Her commitment to reducing plastic use became the cornerstone of the brand, aiming to offer alternatives to products dominated by large conglomerates.

2. Establishing a Plastic-Free Mission

The core mission of Better Basics revolves around minimizing plastic usage and eliminating harmful ingredients from household products.

“The emphasis of the company is on reducing plastic... we know the harms of plastic not only for the environment but also for our health.” [02:39]

Samantha highlights the difficulty in finding plastic-free alternatives even in natural grocery channels, emphasizing the societal reliance on plastic and its adverse effects.

3. Balancing Quality, Design, and Mission

Maintaining product quality and appealing design while upholding the mission posed significant challenges.

“We have to also serve another need, which is design and function... we haven't leaned into that from a marketing perspective, and that's one of our biggest downfalls.” [03:51]

Samantha acknowledges that while the mission is crucial, the functionality and aesthetic appeal of products are equally important to meet consumer needs and drive brand success.

4. Marketing Strategies: Partnerships Over Ads

Better Basics prioritizes authentic connections over heavy investment in digital advertising.

“Partnerships have been one of our secret sauces... working with Jillian Harris was great because she connects with our target audience.” [08:22]

Samantha explains that collaborations with influencers and other brands resonate more with their conscious consumer base, fostering trust and expanding reach without significant ad spend.

5. Transitioning to a Drop Model

Facing inventory and resource challenges, Better Basics is shifting towards a drop model to streamline operations and maintain product excitement.

“We're transitioning the business model to have fewer SKUs but more limited editions.” [16:29]

This strategy focuses on their best-selling products, reducing clutter and allowing for creative, limited-time offerings that keep the brand dynamic and engaging.

6. The 'Save Our Business' Campaign: Authenticity Drives Sales

In a bold move, Samantha launched a vulnerable campaign to nearly sell out their inventory.

“I made a video explaining why I started Better Basics... I set a challenge for myself to sell everything in 30 days.” [20:48]

The campaign's authenticity struck a chord with the community, leading to overwhelming support from loyal customers and new followers, demonstrating the power of genuine storytelling in driving sales.

7. Overcoming Challenges: Balancing Personal Life and Business

Samantha candidly discusses the personal and professional challenges of scaling a mission-led brand.

“I have a baby at home... acquisition costs have gone up... we're bootstrapped, so we have to be creative with our growth strategies.” [14:44]

Balancing motherhood with entrepreneurship, Samantha emphasizes the importance of resilience and adaptability in navigating the complexities of running a startup without external funding.

8. Building a Community-Driven Brand

The success of Better Basics is deeply rooted in building a strong community around shared values.

“You can't have a company without a community... creating meaningful connections is essential.” [25:08]

Samantha believes that fostering a community not only supports sales but also ensures the brand's longevity and relevance in the market.

9. Advice for Fellow DTC Brands

Samantha imparts valuable lessons for other brands aiming to build mission-driven businesses.

“You have to stand for something. It has to be true and authentic to who you are...” [30:20]

She advises brands to prioritize mission over mere metrics, emphasizing authenticity, meaningful connections, and staying true to core values as keys to sustained success.

Conclusion

Episode 467 of the DTC Podcast offers a compelling look into the journey of Better Basics, illustrating the challenges and triumphs of building a mission-led DTC brand. Samantha's focus on authenticity, community, and reducing environmental impact provides actionable insights for entrepreneurs aiming to create meaningful and sustainable businesses. Her story underscores the importance of aligning business operations with personal values to achieve both financial success and positive societal impact.

Notable Quotes:

• “As a brand, you have to stand for something... that's not the reason why your company will be successful.” – Samantha [00:00]

• “People connect with people, they want to know the story behind the product.” – Samantha [13:30]

• “Being vulnerable... people want to be part of it.” – Samantha [24:10]

• “You have to create for people and you have to listen to what people want.” – Samantha [28:19]

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