Joining me on today’s episode is Kailey Bradt, founder of Susteau, previously known as OWA haircare.
SUSTEAU is an innovative clean beauty brand delivering concentrated, effective formulas.
These first-of-a-kind water-activated powders deliver everything you need and nothing you don’t.
In this episode you'll hear how Kailey decided to reinvent the wheel with a powdered shampoo, got the money she needed to get started and why she decided to make a name change.
When Kailey Bradt founded Susteau, it wasn't just about creating a powdered shampoo; it was about reshaping how we think about hair care. Her journey began in 2016 with a lightbulb moment at just 22 years old. At the time, Kailey was simply frustrated with the waste and inefficiencies she saw in the beauty industry. She believed there had to be a better way, and that led her to create a product that was not only unique but truly innovative.
The Journey from Idea to Launch
Before jumping into formulations, Kailey took a pragmatic approach. She did a ton of research, consulted friends and family, and dove deep into Google. “Before you start investing all your time and resources, make sure people actually want what you're creating,” she advises. She wasn’t afraid to ask for feedback and test her concept among her network, which helped lay the foundation for what Susteau would become.
Turning that idea into reality, however, was no small feat. It took Kailey about two years and roughly 50 formulations to arrive at the perfect powdered shampoo. “I thought I had it all figured out at one point, but then I had to start from scratch when one of the key ingredients was discontinued,” she recalls. It was a lesson in resilience and adaptability, and a reminder that nothing worth building comes easy.
Making It Work with Limited Capital
Launching a brand doesn’t come cheap, but Kailey found creative ways to make it happen. “Time is valuable, but when you’re working for yourself, you can invest your time where it matters most,” she says. Kailey re-enrolled in university and entered student competitions, ultimately winning $10,000, which gave her the seed money she needed for her first pitch.
“The first launch was super scrappy,” she admits. There was no PR team or big budget. She cold-emailed contacts, hired friends, and leaned on family for support. Her mom’s friends still remain some of her most loyal customers. “You can start small; it’s okay. You don’t need a massive launch to make an impact,” Kailey insists. In her experience, it's often those close connections that can become the brand's first champions.
Navigating the Brand’s Evolution
As the brand started to grow, Kailey recognized the need for a refresh. The original launch had been a solid start, but she had bigger plans for Susteau. Enter the Sephora Accelerate bootcamp—a program that helped her take the brand to the next level. “I wanted to go global and give the brand a more sophisticated look,” she explains. It wasn’t just about aesthetics; the new direction aligned with her vision for what Susteau could achieve.
Fundraising was a challenge, as it often is for female founders. “It always takes longer than expected, especially since less than 2% of venture capital last year went to female founders,” Kailey notes. Despite the obstacles, she kept pushing forward, and the brand refresh felt like the right move at the right time. “As an entrepreneur, change is constant. You have to get comfortable with it and even embrace it,” she says. For Kailey, hitting the reset button was an opportunity to reimagine and elevate what Susteau could be.
Building a Strong Digital Presence
Digital marketing has been a key driver for Susteau, and Kailey’s approach to growing the brand’s online community has been refreshingly authentic. “It’s not just about doing what everyone else is doing,” she shares. She found success by experimenting with various digital platforms and letting the brand’s unique qualities shine through in ads. “People even share our ads because the product is so different. It’s easy to talk about and easy to share,” she explains.
Kailey also emphasizes the importance of nurturing an organic community. It’s about more than just posting content; it’s about creating connections and growing those relationships. “It’s like a plant—it needs feeding, watering, and constant care. But if you put in the effort, it will start working for itself,” she adds.
Why the Rebrand?
The decision to rename and rebrand wasn’t taken lightly. For Kailey, it was about evolving the brand into something that resonated more deeply with its purpose. “The first launch was a learning experience. It wasn’t as polished, but it gave us a strong starting point,” she says. The new brand name, Susteau, better encapsulates her vision of sustainability and innovation in hair care.
Embracing Failure and Taking Risks
For Kailey, failure isn’t something to fear—it’s something to welcome. “If you don’t fail, you don’t learn,” she says. “You’ve got to put yourself out there, try different things, and be open to change. That’s where the magic happens.” It’s this mindset that has helped Susteau continually adapt and grow in an ever-changing market.
Kailey’s Tips for Aspiring Entrepreneurs
Kailey is quick to share her advice: “There’s never just one approach to marketing. You have to try multiple things and reach audiences on different platforms. Timing is crucial, so make sure you’re ready to capitalize when you get a boost.” And when it comes to work-life balance? She’s firm: “No calls before 10 a.m. I need my time in the morning.”
Her journey from that initial lightbulb moment to where she is now is a testament to the power of resilience, adaptability, and a little bit of scrappiness. Kailey Bradt’s story is proof that with determination and a unique vision, you really can change the way people think about everyday products—like shampoo, for starters.
