In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a personal care brand on a mission to make sustainability feel effortless with plant-powered, plastic-free products that people genuinely love using.
After more than a decade in the agency world—working in experiential marketing, creative strategy, and brand development—Sarah set out to build a brand of her own. What started as a side hustle making bar soap in her kitchen has grown into a thriving business with a loyal customer base, a clear mission, and a uniquely thoughtful approach to product development.
We dive into:
- How agency life prepared her for building a brand from scratch
- What she learned from selling in-person and watching customers interact with her products
- Why shampoo bars became a breakout product—but not the whole story
- How she approaches growth without paid ads or outside funding
- The role AI now plays in helping her stay efficient as a solo founder
If you’re building a product business—or thinking about how to blend storytelling, strategy, and sustainability—this episode is for you.
About Sunniemade:
Sunniemade is a personal care brand that creates clean, plastic-free products designed to make sustainability simple and delightful. From shampoo bars to lip balms, everything they make is rooted in plant-based ingredients, thoughtful design, and a clear belief: doing better for the planet shouldn’t feel like a compromise.
Learn more about Sunniemade: https://www.sunniemade.com
Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/
Connect with me (Dan Ritzke):
I’m a Fractional CMO who helps FamTech companies position their brand, sharpen their messaging, create marketing strategies that drive growth, and oversee execution to make sure those plans turn into results.
👉 Visit my website: www.danritzke.com
👉 Connect with me on LinkedIn: www.linkedin.com/in/ritzke
Apply to be on the podcast or nominate a founder:
👉 Visit my website: www.danritzke.com/podcast
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