SEASON 7 EPISODE 11
charcoal-based all-natural deodorant
Jess Edlestein and Sarah Ribner
$50,000 for 10%
$50,000 for 25%
What is PiperWai?
Piperwai is a natural deodorant that fights odor and absorbs wetness with activated charcoal. Vitamin E, shea butter, and organic coconut oil are among the nourishing ingredients used in the product. Piperwai is used for personal natural care and is environmentally friendly because it recycles ocean plastic..
Who Founded PiperWai?
Piperwai was founded in 2014 by Sarah Ribner and Jess Edelstein, who started a small artisan natural deodorant business out of their kitchen. Prior to founding the company, Sarah worked as a sales team member for an equity in a New York real estate bank.She later decided to follow her passions and enrolled in a business school, where she learned about entrepreneurship and skincare.
Sarah Ribner and Jess Edelstein first formed their company together, prior to beginning the process of developing PiperWai, their all-natural, charcoal-based deodorant. When they were children, their friends actually ran a lemonade stand together.
The founding story of the company is based on Sarah’s personal journey regarding care products and researching the best options. During her research, Sarah discovered that deodorant is one of the most contentious personal care products.She was determined to start her own formula to find a natural deodorant with Jess. After launching the deodorant and using it for some weeks, she realized that other people were also searching for similar products. This clicked with the idea that many people could purchase the product if it was available. Sarah then branded the deodorant and turned it into a real company.
Following their decision to pursue the business, they made a few adjustments to the formula, and one of those adjustments was to include activated charcoal to distinguish PiperWai from other products on the market. Activated charcoal is expected to make the absorbent and odor neutralizing properties of the products even stronger. The founders started the business with a $2,000 loan and, as they began to grow, they made all of the orders by hand.
The business continued to grow without much effort from there, as customers recommended it to friends and it was covered in their subscription boxes and by the organic press. The company proved that they could grow their small business by creating an adequate response.