In this episode of the Startup CPG Podcast, Editor Caitlin Bricker sits down with Suzannah Raff, the founder of Cleo+Coco, a clean personal care brand that's thinking about what it means to be truly "natural." Suzannah shares her journey from frustrated deodorant shopper to launching a brand that prioritizes ingredient efficacy, transparency, and eliminating synthetic fragrances—often overlooked but potentially harmful components in personal care products.Suzannah opens up about the early days of building Cleo+Coco, her unique background in business strategy, and how she created a super-effective formula that leverages ingredients like charcoal, magnesium, and pre/probiotics to balance the skin microbiome. She also details how joining the Startup CPG community and showcasing at Expo West helped lead to a major national rollout in Whole Foods Market with nine SKUs.Plus, hear how Cleo+Coco’s innovative magnesium spray is filling a white space in wellness, and why Suzannah believes we're on the cusp of a consumer awakening around synthetic fragrances.Want to learn how to build a purpose-driven CPG brand and land national retail distribution the clean way? Tune in now!Listen in as they share about:Cleo+Coco OverviewBrand Philosophy & VisionProduct Innovation & FormulationRetail & Growth JourneyMarketing & BrandingIndustry ChallengesStartup Lessons & Founder AdviceEpisode Links:Website: https://cleoandcoco.com/ Instagram: @cleoandcoconaturalDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics