Episode #55: The PR Playbook for Health and Wellness Brands with Hilary Morse and Esha Chhabra

Episode #55: The PR Playbook for Health and Wellness Brands with Hilary Morse and Esha Chhabra

In this episode, Susanne sits down with Hilary Morse, founder of Hilary Morse PR, and Esha Chhabra, Forbes journalist and veteran business reporter, to discuss what it really takes for health and wellness brands to earn meaningful press coverage. Drawing on decades of experience from both sides of the inbox, they break down how journalists evaluate pitches, what makes a story newsworthy, and the common mistakes that prevent brands from getting media attention. What's covered in this episode: * What journalists look for when deciding whether to cover a brand * How to craft a pitch that stands out in an overcrowded inbox * The biggest PR mistakes founders make and how to avoid them * How to create newsworthy stories even when you don't have a product launch * The role of clinical studies, trends, and expert commentary in generating media coverage * When earned media, sponsored content, and affiliate marketing each make sense Tune in to learn how health and wellness brands can earn more media coverage, build credibility, and create a PR strategy that delivers long-term value!  Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com [hello@citruslabs.com]; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com [http://citruslabs.com] You can also send us your feedback and questions. Email us at hello@citruslabs.com [hello@citruslabs.com]

Episode #54: Clinical Studies for Pet Health Brands with Susanne Mitschke from Citruslabs

In this episode, Susanne shares a practical workshop on how pet health brands can design and run clinical studies that generate meaningful results and credible product claims. Drawing on her experience leading Citruslabs, she breaks down the key decisions that shape a successful study, from choosing the right endpoints and study design to recruiting participants and avoiding common pitfalls that can derail research. What's covered in this episode: * The most common reasons clinical studies fail and how to avoid them * How to choose between consumer perception studies, single-group studies, and randomized controlled trials * The benefits and tradeoffs of decentralized versus site-based research * How to define inclusion and exclusion criteria that support reliable results * What pet health brands should know about study costs, sample sizes, and timelines * How clinical evidence can help brands stand out with consumers and retailers Tune in to learn how pet health brands can turn scientific research into stronger product claims, greater consumer trust, and a lasting competitive advantage!  Get in Touch Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com [hello@citruslabs.com]; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com [http://citruslabs.com] You can also send us your feedback and questions. Email us at hello@citruslabs.com [hello@citruslabs.com]

Episode #53: The Next Chapter of the Protein Revolution with James Oliver from Atlas

In this episode, Susanne sits down with James Oliver, founder and CEO of Atlas, to discuss how he turned a protein bar recipe made in his mom's kitchen into a brand sold in more than 1,100 retail locations nationwide. James shares how his search for a clean, high-protein snack while training for endurance events inspired Atlas, and why he believes consumers shouldn't have to choose between strong nutrition and simple ingredients. Along the way, he breaks down the current protein boom, explains why many health trends eventually fade, and shares his perspective on everything from protein bar controversies to bootstrapping a successful CPG brand without relying on outside funding. What's covered in this episode: * What separates clean-label protein bars from highly engineered alternatives * James' take on the David protein bar lawsuit and ingredient innovation * Why he chose to bootstrap Atlas instead of raising venture capital * The realities of growing through retail versus direct-to-consumer channels * How AI is changing entrepreneurship and modern brand building Tune in to hear James' insights on building a consumer brand, navigating health trends, and creating products that balance nutrition, transparency, and long-term sustainability!  About Atlas Founded by James Oliver while he was still a college student, Atlas was built on a simple belief: nutrition doesn't have to be complicated. Frustrated by the lack of convenient snacks that were high in protein, low in sugar, and made with real ingredients, James set out to create the product he wished existed. What started as homemade bars sold out of his car has grown into a nationally recognized brand that has sold millions of bars. Today, Atlas remains committed to the same principles it was founded on: 20 grams of quality protein, 1 gram of sugar or less, and ingredients sourced from nature. Get in Touch Visit Atlas’ website: https://atlasbars.com/ [https://atlasbars.com/] Follow Atlas on social media:  Facebook: https://www.facebook.com/atlasbars [https://www.facebook.com/atlasbars] Instagram: https://www.instagram.com/atlasbars [https://www.instagram.com/atlasbars] TikTok: https://www.tiktok.com/@atlasbars [https://www.tiktok.com/@atlasbars] Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com [hello@citruslabs.com]; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com [http://citruslabs.com] You can also send us your feedback and questions. Email us at hello@citruslabs.com [hello@citruslabs.com]

Episode #52: Longevity Science and the Next Generation of Skincare with Niki Hoang from Fourth Youth

In this episode, Susanne sits down with Niki Hoang, founder and CEO of Fourth Youth, to explore how longevity science is reshaping the skincare industry. Niki shares how her background in enterprise technology led her to launch a skincare brand focused on cellular regeneration, multifunctional formulations, and clinically validated ingredients like NAD+. Along the way, she breaks down why modern skincare routines have become overly complicated, calls out ingredient marketing trends that miss the bigger picture, and explains what actually matters when building products designed to support healthy aging. What’s covered in this episode: * Why Niki believes skincare should focus on cellular aging, not just surface-level results * What NAD+ is and why it’s gaining attention in longevity science * Why 10-step skincare routines may be doing more harm than good * The difference between trendy ingredients and effective formulations * Why formulation synergy matters more than individual hero ingredients * How Fourth Youth uses perception studies to validate product performance Tune in to hear how longevity science is influencing the future of skincare and why simpler, science-backed routines may be the key to healthier skin!  About Fourth Youth  Fourth Youth is a longevity-focused skincare brand with the goal of simplifying modern skincare through science-backed, multifunctional formulas. Built for busy women who want effective results without complicated routines, the brand combines clinically researched ingredients like NAD+, peptides, bakuchiol, and PDRN-alternatives to support skin health at the cellular level. Fourth Youth focuses on time-efficient skincare designed to deliver long-term results through fewer, smarter products. Get in Touch Visit Fourth Youth’s website: https://fourthyouth.com/ [https://fourthyouth.com/] Follow Fourth Youth on social media:  Instagram: https://www.instagram.com/fourthyouthskin [https://www.instagram.com/fourthyouthskin] TikTok: https://www.tiktok.com/@fourthyouthskin [https://www.tiktok.com/@fourthyouthskin] Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com [hello@citruslabs.com]; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com [http://citruslabs.com] You can also send us your feedback and questions. Email us at hello@citruslabs.com [hello@citruslabs.com]

Episode #51: The Eczema Treatment Big Skincare Isn’t Building with Rafal & Lama from Soteri Skin

In this episode, Susanne sits down with Rafal Pielak, co-founder and CEO of Soteri Skin, and Lama Mansour, co-founder and CMO, to explore what’s really broken in the skincare industry and why so many products fail to deliver real results.  After struggling to treat his wife’s eczema during pregnancy, Rafal began digging into the science and uncovered a key driver that’s often overlooked: skin pH. What started as a personal experiment quickly turned into something much bigger, leading to the creation of Soteri Skin and a new approach focused on long-term skin health, not quick fixes. What’s covered in this episode: * Why the gap between prescription treatments and skincare leaves eczema sufferers stuck in the middle * How skin pH plays a critical role in eczema and overall skin health * What’s actually happening behind the scenes at large beauty companies * Why so much of skincare marketing relies on storytelling over substance * How Soteri Skin validated product-market fit through early testing on Reddit * What it takes to build a science-first brand without relying on buzzwords Tune in to hear how Rafal and Lama are challenging industry norms and building a skincare brand grounded in real science, real results, and a clear mission to solve a problem millions still struggle with!  About Soteri Skin Soteri Skin is a science-driven skincare company founded by Harvard-trained biomedical chemist Dr. Rafal Pielak and incubated at Harvard Innovation Labs. Built to address real-world eczema challenges, the brand develops clinically validated, non-steroidal solutions for sensitive skin. At the core is its patented pH/LOCK® technology, designed to restore the skin’s natural pH and support overall skin health. By helping maintain balance and resilience, Soteri Skin focuses on delivering long-term relief without relying on steroids. Get in Touch Visit Soteri Skin’s website: https://soteriskin.com/ [https://soteriskin.com/] Follow Soteri Skin on social media:  Facebook: https://www.facebook.com/SoteriSkincare/ [https://www.facebook.com/SoteriSkincare/] Instagram: https://www.instagram.com/soteriskin/ [https://www.instagram.com/soteriskin/] TikTok: https://www.tiktok.com/@soteri_skin [https://www.tiktok.com/@soteri_skin] LinkedIn: https://www.linkedin.com/company/soteriskin/ [https://www.linkedin.com/company/soteriskin/] Interested in a clinical trial for your health or wellness brand? Shoot us an email at hello@citruslabs.com [hello@citruslabs.com]; we would love to learn more about your company!  To learn more about Citruslabs, visit us at citruslabs.com [http://citruslabs.com] You can also send us your feedback and questions. Email us at hello@citruslabs.com [hello@citruslabs.com]