Life is Short to Brush With Boring Toothpaste

Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Rainer Agles, Founder and CEO of Chilly Mouth, located in Austin, TX, USA.

What's your business, and who are your customers?

Chilly Mouth is a DTC spicy toothpaste brand. Yes, you read that right, SPICY toothpaste. I launched Chilly to turn the toothpaste industry on its head. It's a natural toothpaste that makes brushing your teeth more of a full-sensory experience rather than a chore. Chilly is made with ghost pepper flakes and menthol for a fire and ice-brushing experience. Our customers are people that like longer-lasting fresh breath and a noticeably healthier mouth.

Tell us about yourself

I have worked in eCommerce and marketing roles for the last ten years and wanted to set out to start something of my own. I admit, the whole idea of spicy toothpaste is crazy, but one day I realized how boring the toothpaste market was and couldn't let go of the idea of what eventually became Chilly. I'm inspired by brands like Liquid Death and Death Wish Coffee and what they've done to disrupt their markets. If we do this right, we could do something similar to the toothpaste market.

What's your biggest accomplishment as a business owner?

Being a good father while running Chilly. Oh, and we launched a new partnership with Urban Outfitters last month, which is exciting. Lastly, product reviews make me feel like I'm on the right track.

What's one of the hardest things that comes with being a business owner?

Prioritizing what needs to get done. A DTC business isn't one of those "build it, and they will come" sorts of things. You need to make people aware of your product by building a social media audience, marketing, and getting customers to talk about the product. Sometimes I have to force myself to do these things without getting sidetracked by back-office tasks like accounting or logistics. These things don't grow the business which is the main priority right now. The books "Deep Work" and "Atomic Habits" are great reads for any entrepreneur that is struggling with prioritization.

Also, as a solopreneur, you constantly have to hype yourself up, telling yourself to keep going and that the small actions you take every day will eventually amount to something bigger.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Try to create a product that brings something new to an existing market and focus on building a brand (i.e., have clear differentiators). This will help ensure repeat purchases even if competitors copy your product. Imperfect action is better than perfect inaction. Just get going and refine the product and process over time.
Immerse yourself in the business and business community. If you are starting a DTC business, some great DTC experts share everything they know on Twitter and in free newsletters. Don't sleep on that sort of stuff; it's motivating and can inspire some good ideas.
It can seem like a drag at times but keep a close eye on your KPIs (traffic, conversions, clicks, CAC (or CPA), CPCs, CPLs, etc. These metrics are your north star.

Where can people find you and your business?

Website: https://www.chillymouth.com/
Instagram: https://www.instagram.com/chillymouth/
Twitter: https://twitter.com/ChillyMouth
TikTok: https://www.tiktok.com/@chillytoothpaste

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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