Founder Feature: Woo Pailet of LOO
Woo Pailet, co-founder and head of marketing for LOO, explains how a four-person founding team created a plant-based, flushable wipe brand with fully recyclable packaging to combat microplastic pollution. She details the rigorous R&D process, including GD4 compliance testing for flushability and the selection of natural plant pulp fibers, as well as the challenges of finding manufacturers willing to produce a novel format. Pailet discusses the company's bootstrapped financial model, their strategy of destigmatizing wipes through premium design and targeted sampling in New York City, and their upcoming participation in Expo West.