Advice Line with Susan Griffin-Black of EO Products

**Guy Raz** (0:00)
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Hello, and welcome to the Advice Line on How I Built This Lab. I'm Guy Raz. This is the place where we help try to solve your business challenges. Each week, I'm joined by a legendary founder, a former guest on the show, who will help me try to help you. And if you're building something and you need advice, give us a call, and you just might be the next guest on the show. Our number is 1-800-433-1298.
Leave us a one-minute message that tells us about your business and the issues or questions that you'd like help with. All right, let's get to it. Joining me this week is Susan Griffin-Black, founder of the personal care brand EO Products. Susan, welcome back to the show.

**Susan Griffin-Black** (3:53)
Thank you so much for having me. So good to see you, Guy.

**Guy Raz** (3:56)
It is great to see you. We're first on the show back in 2019
You came on to tell us the origin story of EO Products and how you grew it from a 10-gallon pot in a garage into a major natural personal care brand. And we will put a link to that episode, of course, as we always do, in the show notes. You should go check it out. It's really, especially if you're interested, not just in skincare products, but in learning how to take a brand from basically a farmer's market to a massive national brand. This is the story that you got to listen to. Susan, I know that today you're focused on leading EO Products and continuing to grow the brand. Can you kind of tell us a little bit about what we left off in 2019? We've, of course, kept in touch. You kept in touch with our team. But for people who don't really know what's going on with EO, tell us a little bit about where you guys are today.

**Susan Griffin-Black** (4:46)
Well, when we spoke in 2019, we had a pretty clear growth plan and strategy. And then, surprise, COVID. I was on my way to our annual Natural Products Expo Trade Show in Anaheim. And as I was driving there, the trade show was canceled. And my sister called me, whose partner is an ER doc and said, everybody's got to come home now. And I remember it was like a Friday night. I woke up Saturday morning. We had a little retail store in downtown Mill Valley.