🎧 Listen to the full episode here: Kate Assaraf, Founder & CEO of Dip (Interview 13/100)
In a world where marketing often underestimates consumers, Kate Assaraf, Founder & CEO of Dip, is rewriting the playbook. Instead of treating customers like they need everything simplified, Kate believes in treating them with respect, honesty, and intelligence. This foundation of integrity isn’t just a philosophy, it’s the heartbeat of her brand.
Respecting the Intelligence of the Customer
Too many marketing rooms have one mantra: “dumb it down.” Kate rejects that entirely. She doesn’t believe her customers are 10-year-olds who need everything made “digestible.” Instead, she speaks to them with the same candor she’d use with friends or colleagues. The result? A brand voice that resonates deeply, because it feels authentic in a space that’s often anything but.
Why the Refill Movement Matters
Dip’s commitment to sustainability doesn’t stop with its own products. Kate champions refill stores and sustainable retailers across the country. While Dip’s shampoo and conditioner bars aren’t refill products themselves, they serve as a bridge — drawing customers into refill shops where they discover new ways to reduce waste.
From spices and soaps to household swaps, refill stores make sustainable living approachable. Kate knows that no one can (or should) overhaul their lifestyle overnight. But if a customer swaps out paper towels, tries refill spices, or starts with a single plastic free beauty product, it’s progress worth celebrating.
“One swap becomes habit,” Kate says, “and then you focus on the next one.”
Entrepreneurship, Community, and Choosing Your Crew
Kate’s journey is just as much about people as it is about products. She credits her success to surrounding herself with people who uplifted her, choosing her own “crew” intentionally rather than letting negativity take root.
She also knows entrepreneurship is not a straight path. The first two years felt like raising a newborn — sleepless nights, 20-hour workdays, and constant juggling. Her advice for new founders? Set manageable goalposts. Instead of aiming for $100K right away, celebrate hitting $5K, then $7K, then $10K. The small wins build momentum and remind you that the journey itself is progress.
Balancing Growth and Life
Unlike many founders chasing exponential growth, Kate is content building sustainably. For Dip, success isn’t about being the biggest brand in beauty — it’s about being a reliable one. That means avoiding Amazon, prioritizing refill partners, and focusing on salons and surf shops that align with Dip’s ethos.
On a personal level, Kate’s goal is balance. “I don’t have big global plans right now,” she admits.
“I want to spend time with my kids while they’re little. I want to live my life, and my business supports that.”
Her honesty is refreshing in a culture that glorifies hustle without pause.
The Bigger Picture
From curated communities to product swaps, from managing burnout to celebrating the small wins, Kate embodies what it looks like to build a business grounded in integrity. Dip is proof that you don’t need to follow the “rules” of marketing or scale at all costs to make a meaningful impact.
In Kate’s words, it’s about slowing down, doing the right thing, and remembering that integrity matters more than noise. For entrepreneurs, sustainability advocates, and consumers alike, Dip offers more than shampoo bars — it offers a reminder that how we build, shop, and live truly matters.
Learn more about Dip here
