She Sold 250K Shampoo Bars Without Amazon or Ads

Dec 2, 2025

Kate Assaraf, founder of DIP Haircare and former beauty industry veteran, shares her remarkable journey of creating a million-dollar, plastic-free shampoo bar business. She discusses her decision to avoid Amazon and influencer marketing in favor of building strong local retail partnerships. Kate reveals how she built her own manufacturing facility after a partner went under, all while focusing on sustainable practices. Her unique approach highlights the power of community and ethical decision-making in a market driven by growth hacks.

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ANECDOTE

From Shower Frustration To New Product

Kate launched DIP after trying dozens of plastic-free shampoo bars that she called "tombstones" in her shower.
Frustration with poor alternatives and 20 years in beauty led her to make a product she'd actually use.

INSIGHT

Match Channel To Customer Intent

Kate targeted refill and zero-waste stores because her customers were already shopping there.
That local channel matched intent and eliminated the need for paid ads or influencers.

ADVICE

Seed Stores With Free Samples

Call stores directly and offer free samples, letting product performance speak for itself.
Convert small test orders into large monthly retail accounts by proving the product in-store.

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Kate Assaraf tried every plastic-free shampoo bar on the market. They sat in her shower like, and I'm quoting here, "tombstones." Failed products. Dead ends. So she decided to make her own. Without Instagram ads. Without Amazon. Without any of the things you're supposed to need to build a business. Today on our program, we follow Kate's journey from beauty industry veteran to the woman who said no to everything, and built a million-dollar company anyway.

In this episode, we explore how Kate sold 250,000 shampoo bars in 4 years while refusing Meta ads, Amazon listings, and influencer partnerships. When her contract manufacturer went under, she didn't find a new one—she built her own factory and hired the displaced workers. Now with 400+ retail partners and 7-figure revenue, Kate proves that sometimes the best growth strategy is saying no to growth hacks.

GUEST BIO

Kate Assaraf is the founder of DIP Haircare, a plastic-free beauty brand that's redefined sustainable haircare without compromising performance. With 20 years in the beauty industry, Kate launched DIP from her kitchen table in October 2021 after discovering that existing eco-friendly alternatives failed to deliver. Her shampoo and conditioner bars compete directly with luxury salon brands while lasting up to a year. By refusing traditional DTC tactics and focusing on local retail partnerships, she's built a 7-figure business that champions American manufacturing and community-first commerce.

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The Unofficial Shopify Podcast is hosted by Kurt Elster and explores the stories behind successful Shopify stores. Get actionable insights, practical strategies, and proven tactics from entrepreneurs who've built thriving ecommerce businesses.