Building One of the Fastest-Growing Challenger Brands in Personal Care with HereWeFlo

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In this insightful episode, we join Susan Allen, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness. 

Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humor, inclusivity, and storytelling to captivate a wide range of customers, especially the Gen Z audience. Additionally, she delves into the brand's deliberate expansion into retail, covering both UK and US markets, highlighting the significance of a physical presence as a vital complement to their online platforms.

A significant part of the conversation is dedicated to the role of sustainability in Here We Flo's business model. She talks about how brands need to meet customers where they are in their sustainability journey, and how being sustainable is not an ‘ego thing’.  Join us in this episode to explore  Here We Flo's unique marketing philosophy and discover insights that can help your brand thrive in a competitive market.

Mentioned in the show: 

Ruka Hair 

Hood Greetings 

WhoGivesaCrap Tube Campaign 


(00:00:00) - Intro

(00:03:20) - Favorite challenger brand

(00:07:30) - Plans for 2024?

(00:09:30) - How does one come up with “good ideas”?

(00:13:20) - Effect of ‘culture’ on marketing

(00:22:39) - Sustainability Behaviour

(00:32:00) - How to think above the line?

(00:36:17) - Lightning Round

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Susan Allen of Hereweflo in this episode. 

Find Rival online at, LinkedIn, Twitter

Watch the video version of this Podcast on YouTube.

Find Susan on LinkedIn

Find Eric on LinkedIn and tweet him @efulwiler

Say hi at, we’d love to hear from you.


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