How SHE Battled Trademark Fights & Copycats to Build a Global Brand with Belinda Everingham from Bondi Wash

Have you ever wondered how to turn a personal frustration into a global brand? Or what really happens when a small business takes on retail giants?

Today’s guest is Belinda Everingham, the founder of Bondi Wash and Wash Wild, premium natural cleaning and personal care brands now sold in 32 countries. Inspired by a headache from a supermarket cleaner, Belinda set out to create a better, natural alternative - without any background in product formulation or retail.

In this episode, Belinda gets real about what it takes to build a successful business, from trusting your gut to handling copycats. She also reveals how she tackled a David vs. Goliath trademark battle with Abercrombie & Fitch, why supermarket buyers don’t always welcome innovation, and what keeps her balanced and sane in the chaos of entrepreneurship.

What You’ll Learn in This Episode:

✨ The lightbulb moment that led to Bondi Wash’s creation
✨ How Belinda handled pushback from major retailers (and which supermarket is actually championing innovation)
✨ The power of trust in business - and why it’s more important than strategy
✨ The wild legal battle with Abercrombie & Fitch over the "Bondi" trademark
✨ Amazon's surprising role in Bondi Wash’s success & why it’s a game-changer for FMCG brands
✨ How to handle copycats and stay two steps ahead of the competition
✨ The impact of brand collaborations and why they’re the smartest marketing strategy in 2025

Whether you're just starting out or scaling a global brand, Belinda’s insights on trust, resilience, and smart growth will help you navigate retail, stand out in competitive markets, and build a business that lasts.

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This episode is brought to you by ShipStation 

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Resources and Links:

Follow Bondi Wash @bondiwash

Visit Bondi Wash https://bondiwash.com.au/

Follow Lisa Jones & SHE-com:  @LisaJones_co and @shecom.co

Join the SHE-com Community HERE 

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