# Founder Feature: Suzannah Raff of Cleo+Coco

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-10-31
- Length: 29m
- Episode: 210
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-31-founder-feature-suzannah-raff-of-cleo-coco
- Listen: https://share.transistor.fm/s/c96cc67f

## Summary

Suzannah Raff, founder of Cleo+Coco, explains how her background in business strategy and frustration with ineffective natural deodorants led to a two-year R&D process focused on eliminating synthetic fragrances. She details the brand's 'super formula' using charcoal, magnesium, and probiotics to balance the skin microbiome, and describes the five-year journey from garage prototyping to a nationwide Whole Foods Market launch. Raff highlights the critical role of the Startup CPG community and Expo West in connecting with buyers, while noting operational challenges like the UNFI cyber attack that delayed the rollout.

## Outline

1. Introduction: Suzannah Raff and Cleo+Coco
2. The Origin Story and Synthetic Fragrance Mission
3. Product Formulation: The Super Formula and Ingredients
4. Retail Strategy: Expo West and Whole Foods Partnership
5. Scaling Operations and Funding the National Launch
6. Brand Identity, Naming, and Founder Advice

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Cleo+Coco (company)
- Whole Foods Market (company)
- Startup CPG (company)
- Expo West (other)
- UNFI (company)
- Beyond Skew (company)
- Tom's of Maine (company)
- Amazon (company)

## Related episodes from other shows

- [Supergoop!: Holly Thaggard (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-08-28-supergoop-holly-thaggard-2020) (How I Built This)
- [Briogeo: Nancy Twine](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-10-briogeo-nancy-twine) (How I Built This)
- [Advice Line with Holly Thaggard of Supergoop!](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-15-advice-line-with-holly-thaggard-of-supergoop) (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)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)

## Citing this page

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