Purpose-Driven Business · Guest Story & Episode Recap
Kate Assaraf: Building Dip with Purpose and Local Retailers
Kate Assaraf, founder and CEO of Dip, joins Jet Bunditwong to discuss building a haircare brand whose choices reflect its purpose. Her story brings product performance, independent retailers, and customer trust into the same business conversation.
Starting with frustration—and product performance
Kate explains that Dip grew out of frustration with sustainability marketing that leaned on fear while paying too little attention to whether the product worked well. Plastic-free packaging alone was not enough if customers did not enjoy using the product or want to buy it again.
She wanted to create shampoo and conditioner in bar form that people would choose for their performance. The business lesson is direct: a mission can introduce a product, but the experience of using it has to earn the next purchase.
Helping independent stores grow alongside the brand
Kate’s background in business and marketing strategy informed how she approached distribution. As a customer of refill stores, she saw an opportunity for Dip to introduce more people to those shops and the other products they carry.
She describes beginning with an existing retail relationship, proving the product could work in one store, and using that experience to reach others. Building the network involved calls, travel, and in-person outreach. It was a relationship-driven process with retailers as partners in the brand’s growth.
Why saying no can be a business decision
In the episode, Kate explains keeping Dip off Amazon and avoiding online pricing that undercuts retail partners. Those decisions support the stores she wants to help succeed. They also make the company’s values visible in its everyday business choices.
The discussion extends to customer trust, setbacks, and empathy. Kate’s story offers a practical example of purpose shaping product development, sales channels, and relationships—not simply appearing in the marketing.
Business takeaways from the conversation
- Make product performance strong enough to earn repeat customers.
- Use an early retail success to build credibility with the next partner.
- Choose sales channels that fit the relationships you want to protect.
- Make the brand’s purpose visible in pricing, outreach, and customer experience.
Frequently asked questions
Who is Kate Assaraf?
Kate is the founder and CEO of Dip, a haircare brand offering shampoo and conditioner bars.
Why does Kate discuss avoiding Amazon?
In the interview, she connects that decision to supporting independent retailers and avoiding competition that undercuts those partners.
What can other founders learn from the episode?
The discussion connects product performance with customer trust, retail relationships, and making business decisions consistent with a company’s purpose.
Explore the full conversation
This page summarizes the episode. Listen or watch for the full story in Kate Assaraf’s own words.
Learn more: Dip.
