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How an Entrepreneur Turned His Fear of Germs Into a Bubbling Business

Self-proclaimed germaphobe Emilio Smeke turned his obsession with defeating bacteria into a bustling business.
His line of 20-plus products called Daily Concepts are sold at retailers including Ulta Beauty, Bed Bath & Beyond, Ricky’s, Soft Surroundings, Pharmaca and select CVS doors, as well as on HSN and its own web site.
The company is experiencing double-digit growth, the result of the confluence of the growing focus on self-care and the resurgence of bathing. Stoked by Instagram images of people luxuriating in elegant tubs, sales of bath-related product sales rose 30 percent, according to IRI data through the end of 2018. The demand for bath items and accessories helped Daily Concepts build up estimated sales $30 million. Part of the bath boom focuses on products that don’t breed germs and are eco-friendly.
“Germs have always been an issue because if you think about it, you don’t want to be scrubbing with bacteria or bad odors on a sponge as well as mold, both of which are signs that bacteria is reproducing on the surface,” Smeke said. “For us, it is important to have an antimicrobial built into our products that will guarantee the freshness of the life period of the product. Furthermore, we have incorporated

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Via:: https://wwd.com/beauty-industry-news/body-care/entrepreneur-turned-his-fear-of-germs-into-a-bubbling-business-1202979430/