In this episode of Founders in Full, I talk with Sarah Spliethoff, founder of Sunniemade, a natural shampoo brand on a mission to simplify haircare with a single, clean, powder-based formula.

Sarah shares how a personal health journey and frustration with traditional haircare products led her to launch something radically different—without any prior experience in beauty or CPG.

We dive into:

• How a single-product focus helped cut through a noisy, saturated market
• What it’s like to build a CPG brand from scratch as a solo founder
• The science, sourcing, and trial-and-error behind her final formula
• Why brand voice and values were central to every launch decision
• How she’s thinking about growth while staying true to her original vision

If you're building a product business—or thinking about how to create something with both purpose and simplicity—this episode is packed with thoughtful insight.

Learn more about Sunniemade: https://www.sunniemade.com

Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarah-spliethoff-2b777716/

Need help with your marketing?

I’m Dan Ritzke, marketing consultant, and Founder of Third Act Marketing. I help growing businesses create clarity, build marketing systems that drive results, and get the support they need—whether that’s a focused project or ongoing fractional leadership.

Learn more about Third Act Marketing: https://www.thirdactmarketing.com

Connect with Dan on LinkedIn: https://linkedin.com/in/ritzke

Know someone who would be a great guest for the podcast?

Apply or refer someone here: https://www.thirdactmarketing.com/podcast