A Product Journey




This woman-owned business is not letting the pandemic keep them from launching products!  In this interview, I sat down with Thai-Anh Hoang – Co-Founder and CEO of EmBeba who was inspired to develop a new product on a trip to Bosnia.  EmBeba is a solution-based, CLEAN skincare brand that uses generation-tested remedies from around the globe to help families with skin irritations. Their first product will launch in January 2021.  It’s called Don’t Be Rash” Diaper Balm + Skin Protectant.  It will be the first in a series of products that combines generational remedies with modern technology to make them easy and convenient for families to use. 


Thai-Anh outlines her journey starting with the concept, research, prototyping, product validation and manufacturing as excitement builds for her upcoming product launch in January of 2021!


1. Why clean skincare and what inspired you?  

This started on a vacation to Bosnia.  My daughter had a really bad diaper rash and nothing was working.  Family members encouraged us to use a balm from their farm and it worked!  That was really the creation of EmBeba which is all about merging the heritage remedies from around the world and modernizing it for today’s generation of parents their children and families.  At EmBeba, CLEAN is utilizing limited ingredients with the focus on prioritizing naturally derived ingredients first.  


2.  How did you come up with the formulation and what was the process?  

Since our mission is to be a clean sustainable company we take this very seriously.  We started with research and went above and beyond on testing with our prototype.  We tested for everything from molds, bacteria, pesticides and other chemicals.  Our products are tested by a 3rd party lab and reviewed by Board Certified Pediatricians and Dermatologists and we even conducted an HRIPT test (Human Repeat Insult Patch Test) to ensure no skin sensitivities or irritations.  We comply with the EU (European Union) and Whole Foods Market Banned Ingredient Lists, which are stricter than the U.S. FDA regulations.  We place a strong emphasis on quality and safety throughout the entire process.   


3. What about your marketing plan?  Would you agree that some companies invest more in the actual product development instead?  

You are absolutely right.  Many times people make the mistake of thinking they can just put the product on their website and do nothing to actually drive traffic and awareness.  They hope that people will just find the product.  Also many will wait until the product is already developed versus being proactive and putting together a solid go-to-market strategy as part of their initial business plan.  You have to do the hard work and put in the research.  You need to understand who your customers really are and what your vision is well ahead of the product launch.  


4. What advice would you have for those that want to start a clean skincare line or launch a product?

Just get started!  You need to understand the market, your competitors.  Do your research and make sure to have a plan.  You have to be really prepared and do your homework before entering the market.  To enter the CLEAN category, you need to understand the “CLEAN” guideline for brands and the challenges that are involved for your business.  


5. Most importantly how can we buy your product?  

We are launching our website www.embeba.com on October 1st and you can sign up for our mailing list!  Pre-sale starts in November and December on Amazon as well.  Official launch is January of 2021. 

Michelle Faison Oldham

Michelle Faison Oldham

Brings over 20 years of experience generating dynamic sales and marketing solutions for some of the largest brands in the world. Michelle has held various sales and marketing leadership roles with leading organizations including AT&T, Prodigy Communications, and Sprint PCS. She has also worked with leading management consulting firms and founded her own marketing consultancy in 2005. Drawing from her vast professional experience, she was featured in Entrepreneurial Woman Magazine in 2006 and named Minority Entrepreneur of the Year by the U.S. Department of Commerce in 2008. Michelle graduated from DePaul University in Chicago with her BA in Business Management and attended Dartmouth College, Tuck School of Business Minority Entrepreneur Program, Harvard University School of Continuing Education for Design Thinking and Yale University Women’s Leadership Development program.
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