# Advice Line with Christina Tosi of Milk Bar

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-06-11
- Length: 45m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar

## Summary

Milk Bar founder Christina Tosi joins Guy Raz to advise early-stage founders on scaling and product strategy. She discusses her transition from CEO to Chief Experimenter, the strategic value of brand collaborations over immediate revenue, and the importance of packaging in driving repeat gifting behavior. The episode features advice for The Beau Collective on bridge financing, Cotton Clara on market positioning, and Vashon Island Coffee Dust on converting gifters into loyal customers.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar#t=0) Introduction: Christina Tosi and Milk Bar's Evolution
- [7:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar#t=462) Advice for The Beau Collective: Bridge Capital and Expansion
- [20:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar#t=1252) Advice for Cotton Clara: Positioning and Global Scale
- [33:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar#t=2025) Advice for Vashon Island Coffee Dust: Gifting to Loyalty Loop
- [43:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar#t=2587) Final Advice: Founder Intuition and Milk Bar Origins

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

companies scaling up

## Mentioned

- Milk Bar (company)
- The Beau Collective (company)
- Cotton Clara (company)
- Vashon Island Coffee Dust (company)
- Whole Foods (company)
- Walmart (company)
- Sprouts (company)
- Krispy Kreme (company)
- Lululemon (company)
- Marine Layer (company)
- Boychick Bagels (company)
- U.S. Bank (company)
- Etsy (company)
- Michaels (company)
- Target (company)
- Barnes and Noble (company)
- Anthropologie (company)
- Canva (company)
- Airbnb (company)

## Related episodes from other shows

- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)
- [#100 Toasting to 100 Episodes of The Startup CPG Podcast with Our Favorite Moments](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-07-25-100-toasting-to-100-episodes-of-the-startup-cpg-podcast-with-our-favorite-moment) (The Startup CPG Podcast)
- [296 - From Wall Street to Food Street: Sid Banthiya's Transformative Journey into Consumer Brands](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-11-15-296-from-wall-street-to-food-street-sid-banthiyas-transformative-journey-into-co) (People of Packaging)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)

## Citing this page

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