#117 Femmé Organic: How Two Siblings Cracked the Personal Care Market and Landed in Priceline After Their Launch Disaster!

How do you disrupt a heritage industry with no retail experience, no paid ads, and zero brand awareness? Just ask Annabelle and Thomas Burns.

These siblings are the founders of Femmé Organic, a brand that went from selling just seven products on launch day (mostly to family) to being stocked in every Priceline across Australia. With no retail background and no marketing budget, they relied on LinkedIn, sibling chaos, and a viral TikTok to break into a billion-dollar personal care market dominated by giants.

In this episode, they share the story of how a pre-meeting shot helped land their first retail deal, what happened when Woolworths dropped them, and how they recovered from printing 20,000 units with the wrong label. From walking the CBD in a tampon suit for content to building a brand entirely without paid ads or agencies, their journey is as chaotic as it is inspiring.

If you’re ready to hear how unpolished hustle and sibling teamwork can rewrite the rules, this episode is for you.

Connect with us:

Follow The Lazy CEO podcast on Instagram: @thelazyceo_podcast

Stay up to with Jane: @thelazyceo

Connect with Anabelle & Thomas: @anabelleburns & @thomasburns__

Check out Femmé Organic: @femmeorganic_

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