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In just a little over a year, Mera McGrew has gone from making soap in her apartment to getting published in the New York Times, acquiring a number of celebrities as customers and landing on the shelves of major retailers like West Elm. She was able to accomplish all of this by starting with a simple and clear mission - "get soap in the hands that need it."In this episode we discuss exactly how she came up with this idea while working in Africa, how she enlisted the help of the United Nations and World Health Organization to do initial market research, and how she quickly started growing through word of mouth after landing her first customers. We also break down her process for building out retail relationships, and why her brand has been able to garner so much organic support. See acast.com/privacy for privacy and opt-out information.