Behind Her Empire: Why Toothpaste Mogul Lindsay McCormick Focuses on Niche Customers

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

On this week's episode of Behind Her Empire, hear from Lindsay McCormick, CEO and founder of Bite Toothpaste Bits.

McCormick came up with the idea for Bite Toothpaste Bits when working as a producer at HGTV's "HouseHunters" show. There, she found herself traveling often with no option for a refillable toothpaste.

She said she realized, "Oh, I want to make this product for me." Her product is vegan, chewable as well as packaged and sourced sustainably.

When she started as an entrepreneur, McCormick viewed Bite as "the best side hustle ever." Quickly, she realized she had managed to corner a niche in an extremely competitive markets.

"They [vegans] found out about me, and they talked they told their friends about me, even though there was zero ad spend," she says. "No matter what your product is, no matter how competitive the industry is, if you're filling a need for an audience or customer base that hasn't been paid attention to, you have a chance against the big guys," she adds.

McCormick also found success after she went viral for a behind-the-scenes video filmed for "Women's Health." The video took off just weeks after she broke even, she says, quickly overwhelming her with orders that she packaged out of her living room.

Since then, McCormick has found manufacturers and has been able to maintain her "no shortcuts" approach to oral care.

In the rest of this conversation, Lindsay also talks about her appearance on "Shark Tank," how she continues to put the planet first in her business and advice for up-and-coming entrepreneurs.

Lindsay McCormick is the CEO and founder of Bite Toothpaste Bits.

"People think it's the big brands against the small brands, but we need each other. The big brands need us to show that there's markets in places that they're blind to. And we need them to make our weird product eventually accessible to more people." —Lindsay McCormick

Want to hear more of the Behind Her Empire podcast? Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radio or wherever you get your podcasts.

dot.LA Engagement Intern Colleen Tufts contributed to this post.

Subscribe to our newsletter to catch every headline.

Here’s the Latest on Fifth Wall’s Early-Stage Climate Tech Fund

Harrison Weber

Harrison is dot.LA's senior finance reporter. They previously worked for Gizmodo, Fast Company, VentureBeat and Flipboard. Find them on Twitter: @harrisonweber. Send non-sensitive tips on L.A. deals to Pronouns: they/them.

Do you know something we should know about L.A. tech or venture capital? Reach out securely by downloading Signal on a non-work device: +1 917 434 4978.

Fifth Wall, the fast-growing real estate tech venture firm, revealed this week that it has scored at least $116.8 million for its Early-Stage Climate Technology Fund, according to an amended SEC filing. That figure is up from $79.5 million in May 2021, when the firm last disclosed its fundraising efforts for the climate investment vehicle.

In December, Fifth Wall announced it had brought in prolific clean-tech investor Greg Smithies to head its efforts to "decarbonize the built world." That's when the firm went public about its plan to raise at least $200 million to invest in climate tech.

Read more Show less

A Partly Autonomous, Electric Trucking Operation Is Already Underway in LA

David Shultz
David Shultz is a freelance writer who lives in Santa Barbara, California. His writing has appeared in The Atlantic, Outside and Nautilus, among other publications.

The COVID-19 pandemic has laid bare many defects in our society, but chief among them may be the fragility of our supply chains. From toilet paper to bicycles to lumber, the virus has shown that even relatively minor disruptions to the chain can cause long-term shortages of important goods.

In Los Angeles, a San Francisco-based autonomous trucking company is carrying out a new pilot program with computer hardware giant HP Inc. In the next couple of years, the startup wants to reduce emissions and transit times in HP's supply chains. And if it's successful, expand the model to other companies.

Read more Show less

Tradesy Is Leading Shoppers Away from Fast Fashion, and Investors Are Buying Into It

Sarah Favot

Favot is an award-winning journalist and adjunct instructor at USC's Annenberg School for Communication and Journalism. She previously was an investigative and data reporter at national education news site The 74 and local news site LA School Report. She's also worked at the Los Angeles Daily News. She was a Livingston Award finalist in 2011 and holds a Master's degree in journalism from Boston University and BA from the University of Windsor in Ontario, Canada.

Tracy DiNunzio wants to kill fast fashion.

Founder and CEO of Santa Monica-based Tradesy, DiNunzio said over the last decade consumers are recognizing the harmful effects of low-priced, rapidly-produced fast fashion on the global climate. She argues that in addition to being environmentally conscious, buying and reselling high-end fashion items can also be affordable.

Read more Show less