In this episode, Susanne chats with Bridgitte Mallinson, founder and CEO of GutPersonal, a gut health brand on a mission to bring personalization, empowerment, and real healing to the supplement space. Bridgitte shares how her experience with IBS, chronic migraines, and multiple health challenges ultimately led her to discover functional medicine. That journey inspired her to create GutPersonal’s root-cause approach to better gut health. With clinical expertise, a sharp eye for formulation, and ...
Jul 02, 2025•34 min
In this episode, Susanne chats with Carlos Viña Bas, co-founder of IVB Wellness, a supplement brand rooted in science, integrity, and community. Carlos shares how he partnered with his sister Isabel, a pioneering medical doctor and influential voice in wellness, to launch IVB and reshape the supplement conversation across Europe and the U.S. Rooted in science and driven by purpose, IVB Wellness is redefining what smart supplementation looks like. With a bold mission to help people “know more, fe...
Jun 18, 2025•29 min
In this episode, Susanne chats with Monica Grohne, founder and CEO of Marea, a micronutrient supplement brand on a mission to transform hormonal health for women! Monica shares how her personal battle with PMDD sparked a journey from frustration to innovation, leading to Marea, a brand cutting through the noise with research-backed nutrients that target mood swings and hormonal imbalances. With a direct-to-consumer focus and collaboration with dietitians, Marea is redefining women’s wellness: no...
Jun 04, 2025•33 min
In this episode, Susanne sits down with Alisa Vitti, the pioneering voice in functional nutrition and founder of FLO Living, and Carolyn Simmons, a seasoned CPG investor and former partner at Melitas Ventures. Alisa shares how she turned personal hormone health struggles into a self-funded femtech platform that’s empowered thousands of women to sync their cycles with nutrition, fitness, and lifestyle. Carolyn pulls back the curtain on the venture-capital world, revealing exactly what VCs look fo...
May 21, 2025•58 min
In this episode, Susanne chats with Austin Collins, the CEO of 5Strands, a pet health testing company that’s helping pet parents get to the root of their animals’ discomfort! Austin shares his journey from college athlete to wellness entrepreneur and explains how 5Strands uses bioresonance technology to identify intolerances and imbalances in pets. From generic kibble to raw food rotations, Austin breaks down the often overlooked impact of diet and environment on pet behavior and health. With th...
May 07, 2025•35 min
In this episode, Susanne sits down with Meredith Diehn, the SVP of Marketing at Goodwipes. Their company is redefining personal care with a bold mission to break taboos around hygiene and make self-care feel fresh, fun, and effortless. With two decades of experience in the CPG world, Meredith shares her journey from analytics to brand building and how Goodwipes is activating real communities in a saturated market. From bathroom essentials to festival experiences, this episode explores what it ta...
Apr 23, 2025•45 min
In this episode, Susanne sits down with Dr. Harry Jarrett, the Head of Science and Research at Heights, a forward-thinking supplement company on a mission to merge rigorous academic research with real-world product innovation. From his early passion for nutrition research to Heights’ flagship “Vitals” multivitamin and probiotic, Harry reveals how true scientific integrity can transform a fast-paced, often unregulated industry. Get ready for an engaging discussion on the future of supplements, th...
Apr 09, 2025•1 hr 6 min
In this episode, Susanne sits down with Molly Latham, President and CFO of Global Healing, a family-owned wellness company that’s grown from a small clinic to one of the earliest e-commerce supplement brands! From Molly’s California upbringing among fruit trees to the research backing of Global Healing’s top products like Oxy-Powder®, they dive into how pure formulations and advanced delivery methods are fueling holistic health. Get ready for an engaging discussion on the future of supplements, ...
Mar 26, 2025•44 min
In this episode, Susanne sits down with Stephen Smith, the founder and CEO of Nuturn - an innovative skincare brand that aims to revitalize both the skin and the earth! From Stephen’s roots in fine art and biodynamic agriculture to the scientific evidence behind Nuturn’s impressive clinical results, they explore how regenerative farming practices can spark the next big shift in beauty. Get ready for a compelling conversation on transparency, sustainability, and the future of skincare that goes b...
Mar 12, 2025•31 min
In this episode, Susanne sits down with Dr. Swathi Varanasi, one of Citruslabs’ Principal Investigators, for a candid conversation about what it really takes to conduct a successful clinical study in the health and wellness space. From debunking the myth of “100% results” to explaining why a one-size-fits-all approach simply doesn’t work, they share valuable insights on how to design meaningful research. Get ready for an eye-opening look into the challenges, misconceptions, and best practices th...
Feb 26, 2025•38 min
In this episode, Susanne sits down with veterinarian and Citruslabs’ Pet Health Lead, Dr. Davide Stefanutti, to discuss the rise of pet wellness products and why they’re in demand now more than ever! You’ll learn how human health trends are influencing pet care, the difference between consumer perception studies and clinical trials for pet products, and how to avoid common pitfalls when developing a pet-focused product. Whether you’re a brand looking to expand or simply passionate about keeping ...
Feb 12, 2025•39 min
In this episode, Susanne is joined by Ellen O’Gorman, Principal Investigator, and Travis Proctor, Director of Partnerships at Citruslabs, to discuss the secrets to maximizing your ROI with clinical research. With experience in hundreds of trials, they offer insights into study design, research methodologies, and turning data into impactful, science-backed claims. They also address misconceptions about clinical trials, the importance of transparency, and choosing the right research partner. A mus...
Jan 30, 2025•32 min
In this episode, Susanne sits down with Jami and Hannah Heidegger, the mother-daughter team behind Retrouvé, a luxury skincare brand rooted in over four generations of expertise! Jami and Hannah discuss how their family legacy, including their time as third-generation owners of Kiehl’s, inspired Retrouvé’s mission to redefine skincare with science-backed, sustainable, and transformative products. The conversation explores the evolving demands of today’s educated consumer, the importance of ethic...
Jan 16, 2025•1 hr 2 min
In this episode, Susanne chats with Victoria Thain Gioia, Co-founder of Perelel, a groundbreaking women’s health brand redefining vitamins and supplements for every stage of life. Victoria shares how her personal experiences inspired Perelel’s mission to transform women’s healthcare, starting with motherhood. The episode dives into the challenges women face in a healthcare system that often overlooks their needs, and how Perelel is addressing these issues with clinically-backed, transparent, and...
Oct 03, 2024•34 min
In this episode, Susanne chats with Pia Rampling, the Global Marketing Manager at Mānuka Health, to uncover the secrets behind one of the most buzzworthy brands in wellness! Discover how Mānuka Health harnesses the power of 1.5 billion bees to create revolutionary products packed with the magic of Mānuka honey, propolis, and royal jelly. Pia reveals how her global marketing expertise has skyrocketed the brand to international success while staying fiercely committed to sustainability and authent...
Sep 17, 2024•30 min
In this episode, Susanne chats with Megan Picurro, the Director of Marketing at the iconic skincare brand Mario Badescu! Megan shares how Mario Badescu, a beloved brand since the 1960s, continues to successfully blend their rich heritage with modern innovation, while redefining beauty across generations. Learn how Megan’s expertise in global marketing keeps their brand relevant and beloved by consumers all around the world. We’ll dive into Megan’s journey in the beauty industry, the brand’s comm...
Aug 19, 2024•40 min
In this episode, Susanne sits down with Mark Menning, the founder of the innovative skincare brand Mark Los Angeles! Mark reveals how he launched Mark Los Angeles, a groundbreaking brand that harnesses the power of plant flavonoids to achieve healthier skin. Discover how his cutting-edge expertise in drug delivery and formulations led to the creation of skincare solutions that truly shine! We’ll explore Mark's inspiring journey from the pharmaceutical industry to creating a company that champion...
Aug 09, 2024•31 min
In this episode, our host Susanne Mitschke sits down with James van Elswyk, the visionary behind the brand Rest Religion. Together, they dive deep into the world of innovative skincare products and groundbreaking clinical studies. James shares the journey of Rest Religion, and talks about his consumer perception study with Citruslabs. The episode also explores the critical role of branding and packaging in building a successful brand and how these elements contribute to consumer trust and loyalt...
Aug 01, 2024•22 min
Today Susanne is joined by Teresa Pueyo from Superlativa! In this episode you’ll learn about Teresa’s personal journey that inspired the creation of her company. Teresa shares how her experiences living in Southeast Asia opened her eyes to the power of integrating traditional and modern medicine. Join us as we explore the story behind Superlativa and how Teresa is shaping the supplement industry! In today’s episode we’ll discuss: How Teresa started Superlativa Her focus on natural supplements an...
Jul 18, 2024•34 min
Today, Susanne is joined by Daniel Adix from LiQure! In this episode, they uncover the inner workings of LiQure and explore how Daniel and his team are revolutionizing the hangover recovery space with their innovative DHM-based gummies. Tune in to discover how LiQure is transforming the way we bounce back after a night of having a few too many 😉 In today’s episode we’ll discuss: What makes LiQure unique from other products in the market How Daniel ensures quality and safety throughout productio...
Jun 11, 2024•31 min
Karina Urdaneta talks about cycle and women’s health (one of our favorite topics at Citruslabs!) with Susanne. She also shares her journey as a first-time entrepreneur and shares advice for others looking to start their own wellness company. The personal inspiration behind Xula Herbs Her 5 year struggle to get a medical diagnosis for endometriosis The herbs behind Xula Herbs The pilot study results on Xula Herbs for women with menopause How women can benefit from CBD and cannabinoids Karina’s un...
Apr 08, 2024•34 min
Susanne sits down with Chloe Giraldi, Vice President, Nutrition Science at Hologram Sciences to uncover why women’s health has been overlooked and how Hologram Sciences is combining technology, personalization, and, clinically-backed ingredients to make positive changes in health. Together, they discuss: The three pillars that inform Hologram Sciences’ mission What excites her about nutrition and how it impacts behavioral health in today’s wellness-focused world How creating personalized nutriti...
Mar 05, 2024•31 min
Today, we're talking sustainability, growth, and product-market fit--all on a bootstrapped budget (which is how she likes it) with Belinda Lau from ELIMS. You'll hear: How ELIMS markets a fluoride-alternative toothpaste (with an ingredient developed by NASA) How they win with sustainability built into the fabric of their business operations and strategies Belinda’s biggest learnings from operating a bootstrapped CPG company in today’s VC-funded world of startups How she innovates and stays ahead...
Feb 10, 2024•25 min•Ep. 8
Imagine if you built your career in the SaaS space and wanted to transition to consumer goods--specifically in the food and beverage industry. Would you anticipate some challenges? That's exactly what Vincent Bradley did when he co-founded Proper Wild! In this episode, we chat with Vincent about: How he was inspired by his personal health journey to create Proper Wild Proper Wild’s biggest challenge as a CPG wellness beverage company The secret to building a CPG brand when you’ve only ever had s...
Jan 25, 2024•39 min•Ep. 7
Join us as we delve into the captivating story of how Bilal accidentally stumbled upon the formulation for his renowned kale powder, turning a chance discovery into a game-changing brand. In this episode, we discuss How he accidentally but successfully formulated his kale powder The most important element for building a brand from scratch His controversial viral Facebook ad that generated a lot of buzz Government grants–are they worth it? The scientific community’s reaction to his data transpare...
Aug 01, 2023•47 min
Many supplement brands are adopting a “science-forward” image. ASYSTEM is at the forefront of this wave of industry change. Moving away from white plastic bottles that collect dust in your cabinet, they’re investing in sustainable packaging, third-party product testing, and full transparency about how they formulate their products. Henry Simonds, President of ASYSTEM, knows that consumers are educating themselves and looking for products that actually work. In this episode, Susanne and Henry dis...
Jul 18, 2023•36 min
In this product claims-focused episode, Susanne and Heather Bustos discuss: What brands get wrong about product claims What a warning letter from the NAD (National Advertising Division) really means Can a consumer bring a claim against a brand with the NAD? Your best prevention method for warning letters from the NAD Getting into the specifics behind cosmetic claims language How much substantiation do you need behind your claims? When should supplement brands enroll in randomized controlled tria...
Jul 04, 2023•45 min
In this episode, Susanne and Jodi answer your most commonly asked questions about putting your product through a clinical trial. What to expect, from start to finish Can you create legitimate skincare claims if you don’t have a dermatologist review your data? Can you bundle products under one clinical trial as a cost-saving opportunity? Is there a price difference between consumer perception studies and core clinical studies? How do you ensure study participants are doing what they’re supposed t...
Jun 27, 2023•14 min
Cary Lin saw an opportunity to make sustainability truly accessible when even big, innovative companies were falling short. Common Heir was born out of this vision. Cary believes in our collective power to make change and her quest to preserve beauty in the world. She joins Susanne Mitschke, Co-Founder & CEO of Citruslabs to discuss why the clean beauty industry needs to embrace scientific evidence to back their products. In this episode, Susanne and Cary discuss Why Common Heir ran a clinic...
Jun 20, 2023•18 min
Abby Mercado is the Co-Founder & CEO of Rescripted, a former VC investor, an ever-entrepreneur, and a mom of IVF twins. She joins Susanne Mitschke, Co-Founder & CEO of Citruslabs to chat women’s health and why it’s ridiculous to treat it as a niche market. 51% of the world’s population are women and their health deserves full attention–not just an afterthought. In this episode, she and Susanne discuss Why she recommends Techstars to other startup founders Three learnings from Techstars t...
Jun 06, 2023•31 min•Ep. 2
