From category-safe to culturally magnetic.
The Challenge: California Naturals had the product and retail foundation. What it lacked was a unifying idea strong enough to move culture, differentiate, and drive growth.
The Insight: Natural hair and body care has historically prioritized purity over personality. Today's consumer expects both — formulas that work and brands that feel culturally fluent, fit into their life, and make them feel something.
The category sells ingredients. We sold a feeling.
We didn’t launch a campaign. We built an ecosystem. “It’s All Good” powered product decisions, retail storytelling, celebrity partnerships, experiential, and community, turning consistency into scale. We infused “good” into everything we touched.
Those shower ideas that hit like genius? We ran with that.
The best work starts with a real insight, not a product claim.
We didn’t make another “look at this lather” shampoo ad. I concepted, wrote & produced a campaign around a universal truth: your best ideas happen in the shower. Enter Owen Wilson, our Chief Shampoo Officer. Self-aware. Playful. Not trying too hard. Exactly the kind of energy natural haircare rarely allows itself.
Shampoffice, 4.5M views
Entertainment First. Shampoo Second.
We believed a shampoo brand could act like an entertainment brand. And if it was all good, it should feel good too.
We put our Chief Shampoo Officer, Owen Wilson, on trucks across LA with full rom-com energy, designed to make you stop, look twice, and catch the reference. Then we handed the sponge to the community, turning a truck wash into a cinematic, culture-led moment.
And we gave Owen room to play. From quick TikToks to a full MTV Cribs-style tour of his “shampoffice.” It was just Owen being Owen.
Millions of views. Zero lather demos. Just good energy doing its thing.
Trending video, 7.5M views
We built a world you could walk into.
We turned “good” into something you could feel. Good scents in the air. Good energy in the room. Good surprises you didn’t see coming. From sampling to unexpected partnerships to IRL moments built to spark obsession. Every touchpoint reinforced the same promise.
Out of the shower, into the wild.
To unlock growth beyond the shower, I led the positioning of our first cross-category launch — a 100% natural lip balm built to live everywhere, (nature in your pocket). It became an Ulta bestseller, sparked our first brand collaboration, and validated expansion potential with buyers.
As we pushed beyond haircare, I led a collaboration with fast-rising brand Sauz to highlight our brand as a lifestyle brand, not a haircare brand only. The heirloom tomato lip balm was playful and slightly absurd — an unexpected take timed to the tomato moment already happening in culture. We launched it with a Harry Jowsey–hosted kissing booth. The drop sold out in three days.
6x revenue growth YoY
16x Points of Distribution in Retail (700->11.3k)
10x growth multiple on retail (POS) sales YoY
8x Amazon sales growth YoY
50K Samples distributed
5 IRL Events/Experiences
Retail Expansion into Walmart and full-chain Sprouts, Meijers and Wegmans, +2k doors at CVS
SKU Expansion: Added 8 new SKUS in Target & 11 new SKUS in Ulta Beauty.