Susan and Brad launched EveryOne, a brand that features new
gained traction among natural products buyers. Now it's prosper-
scent profiles and trend-savvy packaging to attract customers in
ing thanks to phenomenal growth in that market—as well as to
their 20s and 30s. They opened EO Exchange, a retail store in Mill
serendipity.
Valley that features an innovative refill
"One day in 2008 we were having
dispenser system. And they moved
a serious conversation about downsiz-
the company into a 40,000-square foot
ing," remembers Susan. "Then the fax
facility in San Rafael's Canal District
machine started buzzing with orders.
that previously was the studios of In-
The H1-N1 virus had just hit, and
dustrial Light and Magic.
people were turning to EO Sanitizing
"Our new space has great energy
Wipes as a safe and effective way to
and a history of innovation," says
protect themselves."
Brad. "We feel proud to continue in
"Local" has been important to EO
that vein."
Products since the beginning. The
Susan and Brad have their own
company landed its first big break—a
tradition of being ahead of the curve.
retail account at the Whole Foods in
They began using certified organic
Mill Valley in 1997—when neighbors
and non-GMO ingredients years before other beauty companies took
that route, even though that approach
flooded the store's comment board
EO Products Co-CEO's Brad Black (left) and Susan GriffinBlack in the EO production facility in San Rafael.
with requests for EO's products. Susan
and Brad continue to be inspired by
makes it more difficult to source ingredients. They choose envi-
the North Bay's many treasures, from the lush scenes of nature that
ronmentally-friendly packaging despite the costs. And they offer
Brad likes to photograph, to the many philanthropic organizations
employees full-time hours and benefits, a rarity in today's business
EO supports, to Mill Valley's Sweetwater Music Hall, where Susan
climate.
recharges her batteries with friends and family.
Taking the road less traveled has kept EO Products in what
Brad calls "survival mode" until recently. Early on, the company
12
FLOURISH • FALL 2013
"We're proving you can live out your values," says Susan. "It
starts internally and then just ripples out."
