The Pennock Knockdown EP 20 | Beyond Clean Hands: How Paume is Redefining Hand Care with Founder Amy Welsman
Watch or Listen to Episode 20 of The Pennock Knockdown.
On Apple, Spotify and YouTube.
Welcome back to the Pennock Knockdown, where we delve into the minds of digital marketing leaders and unpack the strategies driving their success. In this episode, we had the pleasure of speaking with Amy Welsman, the visionary Founder and CEO of Paume. Paume isn't just another hand sanitizer brand; they are thoughtfully redefining how we care for and clean our hands through beautifully designed and specifically formulated products.
Amy shared her inspiring journey, from being the first employee at a burgeoning intimates brand to identifying a white space in the hand care market and building Paume into a brand with a powerful point of view. Join us as we explore the genesis of Paume, the challenges and opportunities of launching during a pandemic, and the unique approach Amy is taking to elevate hand care from a utilitarian necessity to a luxurious ritual.
From Startup Roots to Founding Vision
Before embarking on her entrepreneurial journey with Paume, Amy played a pivotal role in the early growth of NYX, a Canadian women's intimates brand. As the first employee, she was instrumental in the brand's pre-launch phase, navigating crowdfunding campaigns and establishing wholesale partnerships. This experience provided her with a comprehensive education across all facets of a business, from operations and product development to marketing and digital strategy.
"Being the first employee at NYX was an incredible learning experience," Amy reflected. "I was involved in everything from the ground up and it really ignited my desire to build something of my own, to have that ownership."
After four impactful years, Amy's entrepreneurial spirit led her to explore consulting and eventually motherhood in 2019. It was this life-altering experience that sparked the initial idea for Paume.
"Becoming a new mother heightened my awareness of germs and the need for clean, effective products," Amy explained. "Simple acts like washing my hands became challenging with a colicky baby, and I relied heavily on hand sanitizer. But I couldn't find anything in the market that felt good, looked appealing, or was truly formulated with skin health in mind."
Recognizing a significant gap in the market, Amy envisioned a hand sanitizer that was more than just functional – it could be aesthetic, well-formulated, and a pleasure to use. This vision laid the foundation for Paume.
Navigating Launch During a Pandemic: Blessing or Curse?
Amy began laying the groundwork for Paume, developing a business plan and securing manufacturing partners. Then, the unexpected hit: the COVID-19 pandemic. While the world suddenly became acutely aware of hand hygiene, presenting a unique opportunity for a hand sanitizer brand, it also brought unforeseen challenges.
"It was both a blessing and a curse," Amy admitted. "While there was a sudden spotlight on the category and our unique formula and design garnered attention from retailers and beauty editors, the market also became incredibly saturated overnight. Established beauty and skincare brands suddenly pivoted to producing sanitizer, creating a wave of new competitors."
Despite the increased competition and the significant supply chain disruptions of the time, Paume persevered. Their early focus on thoughtful formulation, concept, and packaging, geared towards long-term brand building, allowed them to stand out. Furthermore, Amy's strategic decision to initially target new mothers proved to be a crucial differentiator.
"A big learning from NYX was that when you're launching, you can't be everything to everyone," Amy stated. "Going up against the established giants in the sanitizer category would have been futile. By focusing on new moms, a demographic with a significant and immediate need for hand hygiene, we found a strong core customer."
This targeted approach allowed Paume to maintain relevance and continue to grow even as the initial pandemic surge subsided and the hand sanitizer market cooled. Their commitment to quality and their unique positioning resonated with a specific audience, fostering early loyalty.
Redefining Hand Care: Beyond a Quick Clean
From its initial hand sanitizer offering, Amy's vision for Paume extended far beyond basic hand hygiene. She recognized a significant void in the broader hand care category.
"The hand care category is really interesting," Amy explained. "It's very scattered and lacks strong leadership. Typically, it's just body care brands that happen to have a hand cream or a hand wash. Nothing is done with a strong point of view on hands."
Paume's mission became to redefine hand care, creating a true category with products specifically formulated for the unique skin on our hands. This led to the development of a comprehensive range of products, including:
Hand Sanitizer: The product Paume is known for, featuring a unique and skin-friendly formula.
Hand Wipes: Convenient and thoughtfully formulated for on-the-go cleansing.
Hand Serum: A viral TikTok sensation, showcasing the brand's commitment to advanced hand skincare.
Hand Cream: Designed for deep hydration and everyday use.
Overnight Mask: An intensive treatment to nourish and rejuvenate hands.
Accessories: Beautifully designed tools to enhance the hand care ritual.
"Our superpower is our niche focus," Amy emphasized. "We are the authority on hands. We offer a complete routine to address all your needs, from hygiene to advanced skincare."
Building Awareness and Cultivating Community
In the early days, with limited marketing capital, Paume adopted a resourceful approach to building brand awareness. This involved a combination of:
Strategic PR: Leveraging the importance of beauty editor endorsements and features, a key learning from Amy's time at NYX.
Meta Ads: While acknowledging the challenges of early iOS updates, Paume experimented and eventually refined their messaging for effective Facebook and Instagram advertising.
Omnichannel Strategy: Recognizing the need for diverse sales channels, Paume secured key retail partnerships with clean beauty retailers like The Detox Market and cultivated relationships with independent stores.
Trade Shows & Consumer Shows: Embracing a "boots on the ground" approach, reminiscent of pre-Facebook ad strategies, to directly engage with potential customers and build brand presence. Amy highlighted the importance of niche trade shows, targeting specific customer groups like gifting stores and spas where Paume's unique offering could stand out.
Amy stressed the importance of wholesale in sustaining the brand while they refined their direct-to-consumer strategy. She also highlighted the significance of the elevated brand identity and packaging in creating a strong first impression.
Educating the Consumer: Hands Deserve Skincare Too
A key challenge for Paume has been shifting consumer perception and educating them on the importance of dedicated hand care.
"There is definitely some education involved," Amy acknowledged. "Many people still have the mindset of treating their hands as an afterthought. But the reality is, our hands age faster than our faces due to constant exposure, and they deserve the same level of care."
Paume is addressing this through:
Highlighting the Signs of Aging: Educating consumers on how hands show signs of aging more quickly due to environmental stressors and frequent use.
Addressing Chronic Hand Issues: Catering to individuals suffering from eczema, psoriasis, and other hand conditions with thoughtfully formulated products.
Emphasizing Daily Routine: Encouraging consumers to adopt a consistent hand care routine, similar to their facial skincare regimen.
Niche Positioning: Establishing Paume as the authority on hands, offering a comprehensive range of specialized products.
Amy believes that the increasing consumer awareness of sophisticated body care products, including those with ingredients like retinol, is also contributing to a greater understanding of the need for dedicated hand care.
Looking Ahead: Strategic Marketing Focus
When asked about Paume's marketing focus for the remainder of 2025 and beyond, Amy shared valuable insights:
Meta as a Core Channel: Having cracked their messaging after significant effort and taking their meta strategy in-house, Paume now allocates a significant portion of their budget to Facebook and Instagram advertising. They also recognize the "halo effect" of this spend on other channels like e-commerce retailers and Amazon.
Founder-Led Messaging: Amy strongly advised founders to take ownership of their brand messaging in the early stages, rather than solely relying on agencies.
Holistic Business View: Encouraging brands to consider the broader impact of their marketing spend across all sales channels.
Continued Consumer Engagement: Paume will continue to participate in local and select US consumer shows to directly connect with customers, gather feedback, and foster community.
Strategic Channel Development: While currently focused on meta, Paume aims to diversify its marketing spend in the future, exploring channels like affiliate and influencer marketing when the time is right.
In-House Organic Social: Paume's organic social media strategy, particularly on Instagram, is managed in-house by a dedicated team. While TikTok has presented more of a challenge, Instagram and email remain key channels for community building.
Amy's Advice to Her Younger Self: The Power of Sustainable Growth
Reflecting on her journey, Amy offered invaluable advice to her younger self, particularly during the early days of NYX:
"I think the biggest thing I've learned is the importance of slow and steady growth," Amy shared. "There's so much pressure to chase rapid scaling and VC funding, but for us, building a sustainable and profitable business has been far more rewarding and ultimately led to faster growth in the long run."
She emphasized the importance of:
Sustainable Growth: Prioritizing building a good business over chasing rapid, unsustainable growth.
Thoughtful Spending: Being incredibly mindful of every dollar spent, especially in the early, bootstrapped phases.
Strong Unit Economics: Ensuring a solid foundation of profitability per unit.
Understanding True ROI: Accurately calculating the return on marketing spend needed for sustainable growth.
Defining Your Own Scaling: Recognizing that scaling looks different for every business and focusing on individual needs.
Cutting the Noise: Ignoring external pressures and focusing on building the right business for your product.
Amy's insights underscore the value of a deliberate and thoughtful approach to building a lasting brand.
Connect with Paume:
To learn more about Paume and their innovative hand care products, you can find them on Instagram at @mypaume and their website at mypaume.com.
Amy's journey with Paume is a testament to the power of identifying a niche, building a strong brand with a clear point of view, and connecting authentically with consumers. Her insights into navigating the challenges of a pandemic launch and the importance of sustainable growth offer valuable lessons for digital marketing leaders and entrepreneurs alike. Thank you, Amy, for sharing your inspiring story with the Pennock Knockdown!