On today's episode of Startup to Storefront, we sit down with Woodie Hillyard, the co-founder and CEO of W, the antiperspirant line created in collaboration with Jake Paul. Woodie is a seasoned leader in the Consumer & Retail industries, bringing with him a wealth of experience from his time as Head of eCommerce for Casper and Chief Revenue Officer at Safely, Kris Jenner's safe cleaning products brand. At Safely, he successfully launched and scaled the eCommerce business while securing nationwide placement in major retailers like Walmart and Bed Bath & Beyond. Before his journey building top consumer brands, Woodie worked in private equity and investment banking at Deutsche Bank and TowerBrook. Today, he's here to talk about W's mission to keep you fresh all day long with their antiperspirant that combines sweat protection with skin-nourishing ingredients like Magnesium and Vitamin D, all while leaving out harmful chemicals. Whether you're breaking a sweat or just living your everyday life, W's innovative formula is here to keep you smelling great around the clock. On this episode, you'll learn: • How Jake Paul harnessed the power of AI to break the internet and amplify his brand's reach in ways no one saw coming. • Why bar soap is making a major comeback in the personal care industry and how it's reshaping consumer habits. • How Jake Paul's massive following played a pivotal role in launching W, turning fans into loyal customers and building a brand with unstoppable momentum. Let's dive into Woodie's journey, how W came to life, and what it takes to build a successful brand in the highly competitive world of personal care.