# Founder Feature: Woo Pailet of LOO

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-11-15
- Length: 33m
- Episode: 94
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-11-15-founder-feature-woo-pailet-of-loo
- Listen: https://share.transistor.fm/s/f88918a6

## Summary

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.

## Outline

1. Introduction: Woo Pailet and the LOO Mission
2. Product Development: Plant-Based Fibers and Flushability
3. Packaging Design and Gender-Neutral Branding
4. Marketing Strategy and Destigmatizing Wipes
5. Trade Shows and Minimizing Waste at Expo West
6. Bootstrapping Finances and Founder Persistence

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)

## Most relevant to

early-stage companies

## Mentioned

- LOO (product)
- GD4 (other)
- Expo West (other)
- Dieline (other)
- Pop Up Grocer (company)
- Happier Grocery (company)
- Nootopia (company)

## Related episodes from other shows

- [319 - the Legendary Michael Houston went from Engineer to Entrepreneur and invented a shower on the go!](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-07-30-319-the-legendary-michael-houston-went-from-engineer-to-entrepreneur-and-invente) (People of Packaging)
- [177 - Corey Scholibo talks about women's health and sustainability, Co Founder of Wile Women](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-01-05-177-corey-scholibo-talks-about-womens-health-and-sustainability-co-founder-of-wi) (People of Packaging)
- [299 - EarthKind is a truly sustainable company from the farm, doing no harm](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-30-299-earthkind-is-a-truly-sustainable-company-from-the-farm-doing-no-harm) (People of Packaging)
- [156 - Can Tru.Earth eliminate plastic from the home? Brad Liski thinks so!](https://hardwarepodcasts.com/podcast/people-of-packaging/2022-09-26-156-can-tru-earth-eliminate-plastic-from-the-home-brad-liski-thinks-so) (People of Packaging)
- [320 - CAN THEY SOLVE IT?!? SmartSolve helps companies leave no trace!](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-08-08-320-can-they-solve-it-smartsolve-helps-companies-leave-no-trace) (People of Packaging)

## Citing this page

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