Steve Thorp is the Co-founder and CEO of Before Self Care Company, which manufactures custom, dentist-approved toothpaste made with clean ingredients and packaged in a 100% recyclable plant-based tube. As a serial entrepreneur, he has founded many influential brands, including Postmark Brewing and Vancouver Urban Winery. Steve’s experience in sales and marketing has provided him with a real-world perspective on developing meaningful brands with a lasting impact on people and the planet.
Jamie Collins is the Co-founder and CMO of Before and the Co-founder and Creative Director of Analog Design. For 25 years, he has designed and marketed iconic brands in multiple industries, including action sports, real estate, food and beverage, consumer products, fashion, technology, and tourism. Jamie’s dedication to healthy, active living helped him shape a unique vision for Before.
In this episode…
The toothpaste industry is largely unexplored, with little to no product innovation. Toothpaste manufactured with petroleum-based chemicals and bleach dominate the market. Yet self-care and healthy living is becoming a priority, so consumers are seeking natural products made with clean ingredients. What can you learn from one of the first all-natural, environmentally-conscious brands dominating the toothpaste business?
Before’s products are crafted intentionally with quality, functional ingredients and packaged using plant-based plastics, encouraging consumers to prioritize oral health with an enjoyable experience. From simplistic yet heavily-branded packaging to purifying toothpaste customized for consumer needs, Before provides an authentic value proposition. Founders Steve Thorp and Jamie Collins are passionate about consumer and environmental health and inspire other product disruptors to observe customer feedback and take responsibility for their environmental impact to build an impactful brand.
Listen to this episode of the Brand Alchemist Podcast as Taja Dockendorf invites Before Co-founders Steve Thorp and Jamie Collins to chat about revolutionizing toothpaste. Together, they discuss creating a unique and innovative brand experience, how they developed and launched plant-based plastic, and the challenges of competing against established toothpaste brands.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Special Summer Offer: Exclusively on Apple Podcasts, try our Dateline Premium subscription completely free for one month! With Dateline Premium, you get every episode ad-free plus exclusive bonus content.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!