The Pennock Knockdown EP 23 | From Courtroom to Cosmetics: Jennie Gao's Unconventional Path to CPG Entrepreneurship and Brand Building
Watch or Listen to Episode 23 of The Pennock Knockdown.
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Welcome to a special edition of The Pennock Knockdown, where we unpack key strategies and tactics for digital marketing leaders. Today, we delve into the remarkable journey of Jennie Gao, a trailblazer whose career trajectory from law to consumer packaged goods (CPG) founder offers invaluable lessons in entrepreneurship, product development, and innovative marketing.
Jennie Gao, the visionary behind Versine Skin and co-founder of Nourisher, shares her unconventional path and the insights gleaned from building two distinct CPG businesses from the ground up. Her story is a testament to identifying unmet needs, collaborating with experts, and embracing a pragmatic approach to brand growth in a competitive market.
A Serendipitous Leap: From Law to CPG Founder
Jennie's professional background is far from the typical CPG founder narrative. A graduate of Harvard Law School, she initially honed her skills in a corporate law firm in New York, specializing in regulatory affairs. Driven by a passion for justice, she later transitioned to serve as an Assistant District Attorney in Queens, New York, where her focus was on domestic violence crimes.
The pivot into the CPG lane was, in Jennie's own words, entirely unexpected and driven by personal necessity. While pregnant with her second child, she became acutely aware of the challenges in finding effective, pregnancy-safe skincare products. The market lacked options that were both efficacious and free from ingredients to avoid during pregnancy, such as phthalates and retinol. This personal struggle ignited an idea: "I wish someone would create this product," she recalls, quickly followed by the thought, "well, why don't you do it?".
The opportunity to transform this personal need into a business materialized during an unforeseen circumstance. When the COVID-19 pandemic hit, Jennie found herself unexpectedly stuck in Australia, her husband's home country, and not qualified to practice law there. Seizing this unique window, she decided to channel her energy into creating Versine Skincare.
Versine Skin: A Commitment to Expert-Backed Formulations
Versine Skin emerged as a pregnancy-safe, multitasking skincare line, distinguished by its anti-inflammatory, antibacterial, and brightening properties. From its inception, the brand has been built on a foundation of collaboration with experts. Jennie emphasizes that this focus on expert partnerships—specifically with OBGYNs and dermatologists—is crucial not only for product quality but also for establishing credibility. This commitment to scientific rigor and professional validation sets Versine apart in the crowded skincare market.
Nourisher: Solving an Overlooked Problem with Medical Collaboration
Jennie's entrepreneurial journey expanded with Nourisher, a brand that produces a dry nose relief product featuring rose geranium oil and vitamin C. The genesis of Nourisher is a compelling story of identifying an overlooked yet significant consumer need, again, rooted in expert collaboration.
Nourisher was born from an idea sparked by Jennie's husband and two of his friends, who are both ENT (Ear, Nose, and Throat) doctors. They had discovered a specific formula that was highly effective for nasal moisturization, particularly for cancer patients, outperforming saline solutions. These doctors were routinely recommending this product to their patients, but it was only available through an inconvenient, clinic-based ordering system. Recognizing this accessibility barrier, Jennie's husband and his friends contemplated creating a consumer product but hadn't managed to get the company off the ground due to their other responsibilities.
Leveraging her newfound CPG experience with Versine, Jennie saw the widespread need for such a product. Dry noses are a common issue for people in arid climates, those with allergies, and even children (where it's a major cause of nosebleeds). She connected with the doctors, pitched the idea, and together they co-founded Nourisher. The founding team comprises four individuals: the two ENT doctors (one trained at Harvard Medical School), Danielle, who handles logistics in America (where the company is based), and Jennie herself, who manages marketing, e-commerce, and supply chain.
Nourisher officially launched its product in July of last year (2023), after a considerable period dedicated to perfecting the formulation and setting up operations. The primary sales channel is Amazon, chosen for its convenience and widespread use by consumers actively searching for solutions to specific problems, with a direct-to-consumer (D2C) site also supporting sales. While the rose geranium product has seen initial success, the team is already formulating new versions to cater to customers who may not prefer the scent, acknowledging the anti-inflammatory purpose of the ingredient.
Nourisher is currently a US-based business, with products manufactured in Pennsylvania. The decision to focus on the US market is strategic, given its size, the team's presence, and the bootstrapped nature of the company. This allows them to refine messaging and supply chain processes before considering international expansion, such as to Australia, despite its contrasting seasons.
Marketing and Growth Strategies: Old School Meets New Wave
As a bootstrapped venture, Nourisher is incredibly judicious with its marketing spend. Initially, their efforts were concentrated on Amazon ads and Google ads, a strategy partly informed by Jennie's experience with problem-driven businesses like Versine. On Amazon, in particular, targeting is highly effective because users are already in-market, searching for specific solutions.
Interestingly, while Amazon ads have "really taken off" for Nourisher, Google ads haven't performed as well initially, a surprising insight that the team continues to analyze. This highlights the importance of continuous testing and adaptation in digital marketing.
However, one of the most remarkable successes for Nourisher has been its "old school" approach to doctor outreach. Leveraging the professional networks of the co-founder doctors, they've focused on engaging physicians through conferences and direct relationships within medical institutions. This strategy has yielded significant initial success, with doctors actively interested in the product because it provides an easily accessible solution for their patients, backed by science.
This emphasis on the "human aspect" of advertising, especially with a base of credible advocates like doctors, has provided immense credibility and significantly boosted the brand's growth. It's a powerful reminder that in an age saturated with online advertising, authentic relationships and trusted voices still hold immense sway.
Navigating the Future: AI, Supply Chain, and Market Research
Looking ahead to the second half of 2025, Nourisher remains focused on product expansion. However, the conversation also touched upon pressing external factors shaping the CPG landscape, particularly tariffs. Despite Nourisher's products being made in the US, the impact of tariffs on raw materials and even packaging components (like paper card for outside packaging) necessitates rethinking supply chain and financial models. This unforeseen hurdle underscores the dynamic and unpredictable nature of business.
The discussion also veered into the evolving world of SEO and the impact of large language models (LLMs) and chatbots. As consumers increasingly use AI platforms to find information and product recommendations, brands need to optimize their content to show up in these new "bot plays". Jennie acknowledges the importance of developing robust blog content that indexes well for these AI interactions, seeing it as a crucial area for future focus and even seeking further insights on it.
Another valuable tip shared during the conversation was the utility of tools like RB2B. This type of product allows businesses to pixel their website and track identifiable company traffic, providing insights into which organizations (like physicians or key opinion leaders) are visiting, even if they don't immediately take action. This can be eye-opening, as it reveals whether your website is attracting your Ideal Customer Profile (ICP) or if your efforts need to be redirected.
Advice for Aspiring Founders: Research, Connection, and Gut Instinct
Reflecting on her journey, Jennie offers profound advice to her younger self, particularly for those considering entrepreneurship:
Leverage Your Background: While not advocating for everyone to get a law degree, Jennie highlights how her legal background has uniquely helped her in building a brand. This underscores the value of bringing diverse skills to the entrepreneurial table.
Prioritize Market Research and Conversations: Her biggest piece of advice is to "really do your market research and really speak to a lot of people". She notes that founders often make assumptions based on their own needs and immediate circles. While this might represent a market, it's crucial to ascertain if it's a large enough market to sustain a business.
Tap into Resources and Pay it Forward: Jennie stresses that "there are just so many people willing to help you and willing to have a conversation." Tapping into these resources early can help avoid pitfalls, and later, paying that help forward to the next generation. She openly admits to facing "so many pitfalls that I could have avoided if I had only just actually spoken with people" during the early days of Versine.
On the challenge of "decision paralysis" when faced with too much information, Jennie offers a pragmatic approach: "you get all the information that you have... but then ultimately you have to kind of you have a gut instinct and you have to kind of just go with it". Business often involves trial and error, and sometimes, even the best decisions based on available information might not work out. The key, she emphasizes, is not to beat yourself up over it, but to learn and move on. "You make the best choices based on the information you have," is a powerful takeaway.
Jennie Gao's journey from Assistant District Attorney to successful CPG founder with Versine Skin and Nourisher is a compelling narrative of adaptability, strategic problem-solving, and the enduring power of expert collaboration and authentic connection. Her insights offer a valuable roadmap for any aspiring entrepreneur navigating the complexities of launching and scaling a brand in today's dynamic market.
Want to Share Your Story on The Pennock Knockdown?
We're always looking for inspiring leaders and innovative thinkers to feature on our podcast. If you're a digital marketing leader, a visionary founder, or have unique insights into the world of e-commerce and brand building, we'd love to hear from you. Share your expertise and connect with our audience by being a guest on an upcoming episode of The Pennock Knockdown. Reach out to Cassandra@Pennock.Co to discuss a potential appearance!