SHE-TALKS with Lisa Jones How SHE Battled Trademark Fights & Copycats to Build a Global Brand with Belinda Everingham from Bondi Wash
Have you ever wondered how to turn a personal frustration into a global brand? Or what really happens when a small business takes on retail giants?
Today’s guest is Belinda Everingham, the founder of Bondi Wash and Wash Wild, premium natural cleaning and personal care brands now sold in 32 countries. Inspired by a headache from a supermarket cleaner, Belinda set out to create a better, natural alternative - without any background in product formulation or retail.
In this episode, Belinda gets real about what it takes to build a successful business, from trusting your gut to handling copycats. She also reveals how she tackled a David vs. Goliath trademark battle with Abercrombie & Fitch, why supermarket buyers don’t always welcome innovation, and what keeps her balanced and sane in the chaos of entrepreneurship.
What You’ll Learn in This Episode:
✨ The lightbulb moment that led to Bondi Wash’s creation
✨ How Belinda handled pushback from major retailers (and which supermarket is actually championing innovation)
✨ The power of trust in business - and why it’s more important than strategy
✨ The wild legal battle with Abercrombie & Fitch over the "Bondi" trademark
✨ Amazon's surprising role in Bondi Wash’s success & why it’s a game-changer for FMCG brands
✨ How to handle copycats and stay two steps ahead of the competition
✨ The impact of brand collaborations and why they’re the smartest marketing strategy in 2025
Whether you're just starting out or scaling a global brand, Belinda’s insights on trust, resilience, and smart growth will help you navigate retail, stand out in competitive markets, and build a business that lasts.
Love this episode? Make sure to subscribe to SHE-talks so you never miss an inspiring conversation with powerhouse women!
This episode is brought to you by ShipStation
Are you tired of the daily grind of managing your e-commerce shipments? ShipStation is the answer!
With over 400 global integrations, ShipStation helps you streamline your shipping process, save money, and reach your goals faster.
Head to shipstation.com/au and enter the code SHECOMSUCCESS for a bonus 30 days of access!
Resources and Links:
Follow Bondi Wash @bondiwash
Visit Bondi Wash https://bondiwash.com.au/
Follow Lisa Jones & SHE-com: @LisaJones_co and @shecom.co
Join the SHE-com Community HERE
Thank you for listening to this episode of SHE-talks! If you loved it be sure to click follow because the episode we have next week is one you WON’T want to miss.
WANT MORE:
- If you’re ready to scale your e-commerce business but aren’t sure where to start, book your FREE 60-Minute Quick Wins Session with our team today. Discover simple, actionable tips that will help you achieve quick wins in your e-commerce journey.
- Feeling stuck, lonely, or overwhelmed in your business? Want to triple your ROI with the support of Australia’s top e-commerce coaches? Check out The Academy - triple your ROI, or we’ll work with you until you do!
- Got an idea for an episode or just want to connect? Reach out to us on Instagram at @shecom.co.