# Founder Feature: Veena Krishnan and Whitney McElwain of Daybird

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-08-10
- Length: 41m
- Episode: 65
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-10-founder-feature-veena-krishnan-and-whitney-mcelwain-of-daybird
- Listen: https://share.transistor.fm/s/ca67d3de

## Summary

Veena Krishnan and Whitney McElwain, co-founders of Daybird, discuss their 'anti-beauty' brand and its flagship product, the 4-in-1 Serum Skin Tint, which combines skincare, SPF 50, and sheer tint. They explain their strategy of targeting non-traditional beauty consumers through retail partners like Urban Outfitters and preparing for the Natural Products Expo West (Naturally Source) trade show. The founders also share insights on managing influencer attrition, the importance of community support for founders, and prioritizing self-care in the early stages of building a CPG company.

## Outline

1. Introduction: Daybird's Anti-Beauty Mission
2. Product Formulation: The 4-in-1 Serum Skin Tint
3. Consumer Education and Clean Beauty Standards
4. Influencer Strategy and Managing Attrition
5. Retail Strategy: Urban Outfitters and Trade Shows
6. Founder Advice: Community and Wellbeing

## Topics

- [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)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

early-stage companies

## Mentioned

- Daybird (company)
- 4-in-1 Serum Skin Tint (product)
- Urban Outfitters (company)
- Sephora (company)
- Credo (company)
- Target (company)
- Natural Products Expo West (other)
- Startup CPG (company)
- Webank (company)

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- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [Advice Line with Vicky Tsai of Tatcha (September 2024)](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-06-advice-line-with-vicky-tsai-of-tatcha-september-2024) (How I Built This)
- [Supergoop!: Holly Thaggard (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-08-28-supergoop-holly-thaggard-2020) (How I Built This)
- [Drunk Elephant: Tiffany Masterson](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-29-drunk-elephant-tiffany-masterson) (How I Built This)
- [How I Built Resilience: Live with Sharon Chuter](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-07-09-how-i-built-resilience-live-with-sharon-chuter) (How I Built This)

## Citing this page

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