In this episode, Natalie is joined by Angie Lee, co-founder of Soul, to unpack her journey of building a direct-to-consumer (DTC) wellness brand. From humble beginnings as a CBD tincture company to an expansive product line that now includes gummies, microdose THC products, drops, and so much more, Angie shares the lessons learned along the way.

Get ready for a masterclass in e-commerce as Angie dives into all the levers they pulled to really get the business off the ground — from leveraging community-driven strategies to pivoting based on customer feedback. She also offers actionable insights into partnerships, marketing, and scaling a DTC brand while staying profitable and purpose-driven.

Whether you’re an entrepreneur in the wellness space or simply looking for inspiration on building a business from scratch, this episode is packed with gems.

TIMESTAMPS

00:00 Introduction: Natalie welcomes Angie Lee, co-founder of Soul, to discuss building a thriving DTC wellness brand.

00:26 From CBD tinctures to a diverse product line, how Soul evolved by listening to customer needs.

03:03 The importance of staying flexible in product development and pivoting for growth.

04:57 Community-driven strategies and how Angie leverages customer feedback to build raving fans.

07:50 Early challenges in funding, product development, and building a foundation for long-term success.

11:33 Marketing that works, the power of partnerships, co-collaborations, and customer-centric campaigns.

13:57 The Founder's role in scaling while balancing creative input and operational strategy.

19:16 Finding your niche and building a brand identity that resonates with your audience.

24:42 Lessons learned and why simplicity and focus are key to success in e-commerce.

30:07 Staying profitable in a competitive DTC space with tips for sustainable growth.

34:43 Final reflections and Angie’s advice for building a purpose-driven, profitable brand.

RESOURCES + LINKS

Use this link for a discount on Soul products.

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FOLLOW

• bossbabe: @bossbabe.inc
• Natalie Ellis: @iamnatalie
• Soul: @get.soul
• Angie Lee: @angieleeshow