# Founder Feature: Daniela Suarez of iCalm

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-11-01
- Length: 37m
- Episode: 90
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-01-founder-feature-daniela-suarez-of-icalm
- Listen: https://share.transistor.fm/s/3af0fb0c

## Summary

Daniela Suarez, co-founder of iCalm Health, explains how she developed a high-potency natural stress relief shot after a stress-induced tumor made her realize existing supplements were too weak or tasted terrible. She details the years-long formulation process, including working with a specialized flavorist to mask bitter herbs like magnesium, and discusses their DTC launch strategy via a private Facebook community and e-commerce. Suarez also shares a painful lesson about being scammed by celebrity Chet Hanks, emphasizing the importance of founder community trust and warning against paying upfront for endorsements.

## Outline

1. Introduction: Daniela Suarez and iCalm Health Overview
2. Origin Story: Stress-Induced Tumor and Market Gap
3. Formulation Challenges: Potency vs. Taste
4. Finding the Flavorist: Cold Pressing Methodology
5. Launch Strategy: DTC, Waitlist, and Community
6. Retail Plans and Shelf-Stable Preservation
7. The Scam: Chet Hanks and Vendor Trust
8. Discotopia Win and Future Product Pipeline
9. Co-Founding with Family and Advice

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- iCalm Health (company)
- iCalm Stress Relief Shot (product)
- Chet Hanks (other)
- Mountain Ash Berry (material)
- Discotopia (other)
- Nootopia (other)

## Related episodes from other shows

- [Calm: Alex Tew and Michael Acton Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-05-26-calm-alex-tew-and-michael-acton-smith) (How I Built This)
- [Health-Ade Kombucha: Daina Trout (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-01-09-health-ade-kombucha-daina-trout-2020) (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)
- [How I Built Resilience: Kara Goldin of Hint](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-01-how-i-built-resilience-kara-goldin-of-hint) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)

## Citing this page

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