Craig Dubitsky is a self-described lifelong entrepreneur.

Craig founded Hello Products, a friendly, all-natural personal care brand, and he now works as the Chief Innovation Strategist at Colgate (after Colgate acquired his brand!).

You'd be hard-pressed to find someone more obsessed with packaging and design than Craig, who believes there's no such thing as a boring category — only boring execution. As a testament to this belief, his first product at Hello was toothpaste.

On this episode of The Empowered Challenger, Craig talks about his brand's unconventional direct-to-consumer journey and how to humanize your brand. He also shares what he really thinks about "market disruptors" and why a big part of profitability is how you can make people feel.