![]() ![]() In fact, shoppers are even demanding accountability on social, political and environmental topics-with sustainability being a particularly hot-button issue. Like an increasing number of executives, McCormick discovered that consumers are increasingly gravitating toward purpose-driven businesses. Case in point: “Shark Tank” investor Mark Cuban wanted a sizable stake in her fast-growing company and offered to finance it. ![]() McCormick, now the founder and CEO of an oral care brand called Bite, was wrong. Eventually, she landed on the right combination of ingredients, bought a $1,000 hand-press tableting machine and figured out how to package the toothpaste in a glass jar. At first, McCormick tried piping powders mixed with coconut oil to make hardened little balls like the candy dots that come on strips of paper, but that was a bust. She simply wanted an effective toothpaste to combat her vegan lifestyle, as a high-carb diet tends to cause more cavities, and to reduce her own environmental footprint. And so McCormick started taking online chemistry courses on nights and weekends and talking to dentists and hygienists to formulate her own substitute. Although she stumbled upon some toothpaste tablet options, the ingredients were lacking and reliant on harsh chemicals. She searched for alternatives, but everything on the market was packaged in plastic. McCormick conscientiously used refillable shampoo and conditioner bottles for her work trips, but the answer to the toothpaste quandary eluded her. As a former surf instructor, she had unsettling memories of the plastic that littered the ocean and beaches where she taught lessons, and she wanted to avoid contributing to the earth’s waste. In 2016, as Lindsay McCormick was working as a reality television show producer and catching a different flight every other week, it bothered her that she was going through countless travel-sized tubes of toothpaste. B2B Weekly Infographic: 2022 digital salesīack-End Integration for Customer Experienceī2B Distributors Continue to Grow EcommerceĮnvisionB2B | June 2023 | Chicago | #1 B2B Ecommerce Conference
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