The CPG Guys Podcast

Episode: Live from Amazon Accelerate with Plant Therapy's Chris Jones
Date: December 28, 2025
Hosts: Sri Rajagopalan & Peter V.S. Bond
Guest: Chris Jones, Plant Therapy

Episode Overview

This episode, recorded live at Amazon Accelerate 2025 in Seattle, features Chris Jones, founder of Plant Therapy, discussing the brand’s journey from a family-run garage operation to a successful national player in wellness products—especially through Amazon's marketplace. Host Sri Rajagopalan delves deep into Chris’s entrepreneurial story, the evolution and differentiators of Plant Therapy, leveraging Amazon’s tools, and the brand’s strong commitments to product transparency, quality, and philanthropy.

Key Discussion Points & Insights

1. The Origin and Evolution of Plant Therapy

• Roots in Family: Plant Therapy was founded in 2011, evolving from Chris’s mother-in-law’s garage business “Posergy” (Positive Energy) which sold hand-blended lotions with essential oils.
• Entrepreneurship: Chris purchased the business for $50,000 in 2009 and quickly realized the need for uniqueness and scale. (03:12–06:31)
• Pivotal Shift: By 2011, the brand pivoted to direct essential oils, motivated by surplus inventory and a need to generate cash—leading to the first Amazon listing under a new name suggested by his wife, Amanda: Plant Therapy.

  “She said, ‘how about plant therapy?’ I said perfect... In hindsight, I should have checked if the domain was available.” (08:18–08:32, Chris Jones)

2. Launching on Amazon and Early Growth

• Amazon Entry: Initial resistance but rapid success—sold more on Amazon in 60 days than the entire previous year in retail. (11:18–11:54)
• Hard Work: Chris juggled another job and family duties, sometimes working at 3am to keep the business afloat. (11:54–12:13)
• Growth Mentality:

  “It is all of my energy. It’s your baby.” (12:13–12:30, Chris Jones)

3. Leveraging Amazon's Tools for Growth

• Fulfillment by Amazon (FBA):

  “Amazon is the best of the best... FBA is the main thing—shortening the length of time from when we make a product to when it gets to the customer.” (12:56–14:20, Chris Jones)

• SaaS Program: Paid program grants a dedicated Amazon rep (“champion”) to help optimize the business. (14:37–14:49)
• Marketplace Dynamics: Recognizes Amazon’s shift where over 60% of sales volume is via third-party sellers like Plant Therapy, not 1P. (14:55–15:58, Sri & Chris)

4. Differentiation and Trust in a Crowded Wellness Space

• Early Mover Advantage: Plant Therapy built a reputation on quality and integrity.
• Transparency:

  “If we say that’s what’s in the bottle, and nothing else, that’s what’s in the bottle.” (16:33–16:39, Chris Jones)

• Quality Control: Strict sourcing and testing processes, with many essential oils rejected before making it to market. (16:45–17:07)
• Avoiding Dubious Claims:

  “A lot of the claims around essential oils were bogus... We shy away from that completely.” (17:57–18:35, Chris Jones)

5. Product Education and Community Engagement

• Assortment: Offers pure essential oils (e.g., eucalyptus, lavender, peppermint) and, increasingly, ready-to-use products (deodorant, body wash, etc.). (19:06–22:04)
• Community:

  “People want to buy from somebody that they feel like they know. An online community is a good way to engage.” (24:11–24:31, Chris Jones)

• Content Value: Constantly refreshing web and label content (rebranded five times in 11 years) to create value for customers.

  “When you're creating content, you need to create value. That's what's important.” (25:20–25:31, Chris Jones)

6. D2C Distribution and Channel Strategy

• Balanced Channels: Amazon less than half of total sales; Plant Therapy also robust on their own D2C platform. (20:53–21:04)
• Subscription Models: Once key for D2C but now phased out in favor of ready-to-use products over DIY trends. (21:18–22:15)
• Shipping Complexities: Some essential oils are classified as hazmat; managed through specific Amazon and D2C protocols, with few restrictions on national distribution. (23:06–23:42)

7. Philanthropy and “Force for Good” Recognition

• Amazon’s Force for Good Award:

  “It’s validation and recognition from Amazon that we are a force for good. We’ve just surpassed $6 million in donations.” (26:41–27:05, Chris Jones)

• Giving Back Initiatives: Support runs from anonymous funeral payments to broader charitable work, driven by empathy for the vulnerable. (27:08–27:32)
• Balancing Margins & Mission:

  “It isn’t necessarily about how much you can give... it’s about how much impact you can have in your circle—that ripple effect is what will change the world.” (27:53–28:37, Chris Jones)

8. Data, Feedback, and Customer-Centric Innovation

• Insights in Action:

  “There’s collecting data and then actionable insights from that data. Some people are really good at one and not the other.” (29:03–29:14, Chris Jones)

• Direct Feedback: Customer input is treated as a gift; all feedback goes to Chris via Slack, who seeks patterns to guide decision-making. (29:26–30:22)
• Advice to Entrepreneurs:

  “If philanthropy is your core, you will do it. If it’s not, you might talk but not act... it’s a constant line we walk.” (30:33–31:12, Chris Jones)

Notable Quotes & Memorable Moments

• Chris Jones on family entrepreneurship:

  “The law of life—which is: listen to the wife.” (08:30–08:32)

• On maintaining quality in a crowded sector:

  “If we say that that’s what’s in the bottle and nothing else, that’s what’s in the bottle.” (16:33–16:39)

• On community building:

  “People want to buy from somebody that they feel like they know.” (24:11–24:31)

• On philanthropy and impact:

  “It isn’t necessarily about the dollars given out… it’s about the ripple effect.” (28:37–28:53)

Timestamps for Important Segments

| Timestamp | Topic | |---------------|--------------------------------------------------------| | 03:12 | How Plant Therapy got started | | 08:18 | Origin of the “Plant Therapy” name | | 09:53 | First sales on Amazon; scrappy early days | | 11:18–12:13 | Realizing Amazon’s potential and the “grind” | | 12:56 | How Amazon tools, especially FBA, transformed growth | | 14:37 | Value of Amazon’s SaaS program (dedicated rep) | | 16:33 | The brand’s commitment to ingredient transparency | | 17:57 | Navigating skepticism and claims in essential oils | | 20:53 | Evolving sales channels: beyond Amazon | | 21:18 | Moving from subscriptions to ready-to-use products | | 23:06 | Shipping and compliance challenges (hazmat, D2C) | | 24:11 | The role of community and content in customer loyalty | | 26:41 | Winning Amazon’s Force for Good award | | 29:03 | Data and consumer insight as business drivers | | 30:33 | Advice to socially-minded entrepreneurs |

Tone and Language

Chris and Sri keep the conversation warm, honest, and practical—mixing entrepreneurial grit with humor and mission-driven passion. The episode is rich with real-world advice, candid lessons, and encouragement for fellow entrepreneurs, especially in CPG/eCommerce.

For More:
Find Plant Therapy on Amazon or @planttherapy on all major social platforms.

Key takeaway:
Combining operational excellence (Amazon/FBA), radical product transparency, and genuine human connection—internally and with customers—fuels long-term brand loyalty and growth.