The Startup CPG Podcast · 2 Oct 2026 · 31m · Episode 379
Jane Kate Wong, founder of Noon World, explains how her background in architecture and interaction design at Nike, Google, and Apple informs the brand's neuro-aesthetic approach and dual-layer gummy format. She details Noon's strategic pivot from failing in conventional grocery retail to a nationwide Target rollout, leveraging UGC and high-profile partnerships with Valentino and Adidas to educate consumers on cognitive calibration. Wong emphasizes long-term integrity over fast wins in the crowded wellness market.
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Holly Thaggard, founder of Supergoop, explains how a friend's skin cancer diagnosis led her to pivot from a harpist and teacher to creating a daily-use sunscreen brand. She details the technical challenges of formulating a non-oxybenzone product, the failure of her initial school-distribution model, and the strategic pivot to prestige retail. Thaggard describes securing a critical partnership with Sephora through aggressive PR, a bold investment from her brother, and the eventual scaling of the company to $250 million in sales.
Jane Wurwand, co-founder of Dermalogica, joins Guy Raz to advise three early-stage founders on scaling physical product businesses. Camille Hardy of Chunky Vegan seeks advice on scaling a refrigerated, glass-jarred baby food brand without compromising quality or sustainability. Molly Brubaker of Baby Booty discusses the challenges of managing two studios and building a community-focused fitness brand for parents. Sarah Wyman of Paradis Sport debates whether to expand from performance underwear into sports bras, with Wurwand advising focus on the core niche.
Todd Maute, a partner at CBX, discusses his journey from fine arts illustrator to leading a global packaging design firm with offices in New York and Minneapolis. He explains how CBX helps large CPG companies and retailers manage complex brand portfolios, such as those of General Mills and Nestle, by maintaining design continuity across diverse product categories and substrates. Maute emphasizes the importance of designing in the retail environment and using data from tools like GNPD to ensure packaging resonates with target demographics, particularly Gen Z. The conversation highlights the 'Forge' methodology, which balances agile principles with design thinking to solve challenges like brand expansion into new categories while adhering to sustainability and regulatory constraints.
Paul Rowan, Co-Founder of Umbra, explains how he built a global household product brand starting with a single window shade product in 1979. He details the evolution of Umbra’s purpose from a career launch to a strategic mission of 'democratizing design' by creating modern, affordable, and innovative home goods. Rowan emphasizes the importance of professional presentation, stakeholder collaboration with retailers, and diversifying product lines to manage risk while scaling. He also discusses how Umbra leveraged student design collaborations and community engagement to maintain relevance and drive innovation in a competitive market.
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