# 019: Organic haircare products with Susana Stewart & Caroline Maina of Fro Butter

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2016-09-20
- Length: 53m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter
- Listen: http://theproductstartup.com/tps019-susana-stewart-caroline-maina-fro-butter/

## Summary

Susana Stewart and Caroline Maina, founders of FroButter, discuss launching an organic haircare line for curly textures, starting from a cosmetologist-client relationship and developing four functional butters over two years. They detail their pivot from scent-based to function-based product categorization, their strategy of using micro-influencers and organic social media growth, and their decision to keep manufacturing and fulfillment in-house to maintain quality and customer service. The episode highlights their bootstrapped funding, trademarking efforts, and the importance of balancing entrepreneurship with personal wellbeing.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=0) Introduction: Product Startup Podcast and Episode Overview
- [2:49](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=169) Founding Story: Susana and Caroline's Partnership and Origin
- [6:57](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=417) Product Development: Formulation, Testing, and Iteration
- [11:05](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=665) Intellectual Property: Trademarks, Patents, and Trade Secrets
- [13:34](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=814) Branding and Marketing: Differentiation and Customer Loyalty
- [17:10](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=1030) User Testing: Feedback Loops and Formulation Refinement
- [24:53](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=1493) Product Strategy: Pivoting from Scents to Functions
- [29:12](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=1752) Marketing Channels: Social Media, Influencers, and Growth Hacks
- [43:26](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=2606) Operations: In-House Manufacturing, Fulfillment, and Scaling
- [46:17](https://hardwarepodcasts.com/podcast/product-startup/2016-09-20-019-organic-haircare-products-with-susana-stewart-caroline-maina-of-fro-butter#t=2777) Founder Wellbeing: Resources, Balance, and Final Advice

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

early-stage companies

## Mentioned

- FroButter (product)
- Mako Design + Invent (company)
- Motivo (product)
- Amazon (company)
- Instagram (other)
- Facebook (other)
- YouTube (other)

## Related episodes from other shows

- [Mielle Organics: Monique Rodriguez](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-05-15-mielle-organics-monique-rodriguez) (How I Built This)
- [EO Products: Susan Griffin-Black & Brad Black](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-07-15-eo-products-susan-griffin-black-brad-black) (How I Built This)
- [Briogeo Hair Care: Nancy Twine (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-12-04-briogeo-hair-care-nancy-twine-2020) (How I Built This)
- [Carol's Daughter: Lisa Price (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-08-06-carols-daughter-lisa-price-2018) (How I Built This)
- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)

## Citing this page

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