Other Brands Started Copying Her. Here's Why She Was Happy About It

Sisterwould was originally going to be a skincare brand. Flo wanted to start in skincare, asked Rina to be her co-founder, and it was only when their manufacturer told them not to do skincare that they pivoted to haircare — where they discovered scalp care barely existed as a category. She explains that every brand now focused on scalp care was not on the market four years ago when they started, and that they were effectively pioneering a space before anyone else knew it was going to boom. She breaks down the market opportunity that convinced them to back themselves against the big players. In Australia alone there are 500,000 blind people. Globally there are 2.2 billion people who are blind or visually impaired — roughly a quarter of the world's population — and by 2050 that number is projected to rise by 50%. She explains that no one in the beauty industry was designing for that audience, and that is exactly the gap they decided to fill. She reveals that when they first started pitching retailers they got a lot of nos because people were not yet seeing the value in inclusivity. Now those same retailers are reaching out to them. She also reveals a deliberate decision she and Flo made with their lawyers — they chose not to patent or trademark their tactile imprinting system. She explains they wanted other brands to copy it, because the goal was never to own the idea but to make inclusive packaging the industry standard. When brands did start copying their symbols, and followers sent them 300 DMs asking why competitors were stealing their idea, she and Flo shouted those brands out. She closes with the investor question that challenged their entire premise — what will you do when every brand starts adding Braille to their packaging? Her answer: that is exactly the point. Discover: • Why Sisterwould was almost a skincare brand — and the manufacturer conversation that changed everything • The global statistic that made two first-time founders decide to take on the entire beauty industry • Why they deliberately chose not to protect their tactile imprinting system from being copied • The retailers who said no to inclusivity four years ago and are now the ones reaching out • The investor question that challenged their whole mission — and the answer that stopped the room ▶️ Watch the full episode here -    • We Made $25,000 in Two Weeks Selling Hairc...   👉 Subscribe to our main channel -    / foundr