MEMBERS
SUCCESS
Breaking into a Market that Gets It:
PiperWai Founders Tell Their Story
wo childhood
By
best friends and
asHlEy
alt
now business
partners, Sarah Ribner and
Jess Edelstein, saw a need for
an all-natural deodorant
(without toxic chemicals)
that actually works. When
Edelstein had had enough of
the struggle with harsh,
chemical ingredients found in
typical deodorants, she concocted
a formula in her kitchen and gave it
SARAH RIBNER AND JESS EDELSTEIN n Partners, PiperWai Natural Deodorant
to Ribner, who tested it out while
on a service trip to
South America.
Building a Brand
The two became
In December 2015, the duo pitched PiperWai to Shark Tank
true believers of the
(seen in season seven), and since then, the brand has grown
newly created
into a multi-million-dollar household name!
product when they
When they started selling their deodorant concoction, the
found that it not only withstood the hot and humid weather
twosome handcrafted 300 jars at a time, because that was the
(Ribner’s finding), but it also didn’t irritate sensitive skin
amount they could carry when it was just the two of them.
(much to Edelstein’s relief).
Now, the business partners purchase orders for 300,000 units
Together, the duo knew they found the holy (healthy) grail
at a time to meet their new demand.
of deodorants. So they reformed the product and started out
“Since day one, the most amazing feeling has been when
with a $2,000 loan, handcrafting every order in a community
strangers from around the world tell us that the brand we
kitchen in Fishtown, Philadelphia, and undertook a successful
built from scratch has changed their lives, saved their relation-
crowdfunding Indiegogo campaign to raise money for a co-
ships and reframed the way they saw their bodies and
packer who could scale production of their product.
personal care regiments,” Ribner said. “It isn’t something we
Their company was officially created. PiperWai is a
take lightly.”
healthy, effective deodorant solution with ingredients
Ribner explained that Shark Tank was a tipping point for
customers feel confident putting on their bodies. Fans of the
PiperWai, saying it was her and Edelstein’s chance to prove to
company include influencers, yogis and celebrities like Orange
anyone who didn’t believe them when they said that natural
is the New Black actress Adrienne C Moore, and Shannon
deodorant was not just a “trend,” but the direction the market
Elizabeth (famous for her role in American Pie).
is heading.
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PULSE
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November 2017