From Loss to Leadership: How Kate Assaraf Rebuilt Her Confidence and Created Dip

🎧 Listen to the full episode here: The Artwork of You with Lori Gouhin

Sometimes the hardest endings spark the most powerful beginnings. On The Artwork of You with Lori Gouhin, Kate Assaraf, founder of Dip, opened up about the painful collapse of her first similar business, the grief of losing something she built with her whole heart, and how she clawed her way back to build Dip into a thriving, sustainable haircare brand.

Her story isn’t just about shampoo bars.. it’s about resilience, identity, and redefining what success looks like as a woman in business.

When Your Business Feels Like Part of You 

Kate shared how dissolving her first haircare business left her feeling hollow, like her body was missing a piece. She was the face of that brand, and when it ended, the loss cut deeper than financial failure—it was personal.

She described it like losing “a piece of her body,” the confidence and purpose she carried with that brand. Everything felt ripped away. And unlike men, who often move into business ventures solo without hesitation, Kate reflected on how women tend to be more social—and sometimes more hesitant to step into entrepreneurship alone.

“Passion cannot be transferred in a partnership,” Kate said, explaining how divided ownership can dilute the heart of a business.

Consulting, Courage, and Building Dip From Scratch 

When Lori asked how she found the strength to start again, Kate’s answer was raw and real: she rebuilt from scratch. While consulting on the side, she and her husband Jonathan began laying the groundwork for Dip.

But this time, she ran things differently:

• Protecting her children: She was intentional about keeping their nervous systems regulated, shielding them from the turbulence of entrepreneurship.

• Knowing her customers: She dove deeper into understanding who her buyers were and what they needed.

• Running leaner: She stopped trying to do everything herself and learned the value of hiring people quickly for what they did best.

Choosing Integrity Over Scale 

One of the most powerful takeaways from the conversation? Kate isn’t chasing “biggest in the game” status.

• No Amazon: She refuses to sell on Amazon, calling out how it destroys small businesses that pour their souls into product research.

• No influencer gimmicks: She doesn’t lean on hype to validate her brand.

• Supporting small stores: Kate believes walking into local shops—more than once—is a “lost art.” It’s how shop owners get to know you, and it’s how money stays in the community.

“While everyone goes digital, I go analog,” Kate said, capturing her philosophy in one line.

Her approach reminds us that sustainability isn’t just about packaging—it’s about sustainable business practices that lift communities instead of undercutting them.

Looking Ahead: Innovation with Purpose 

Kate even teased ideas she’d love to pursue, like a plastic-free hairspray—though she noted she wouldn’t chase it if another small business was already doing it. That’s the kind of integrity she leads with.

Lessons From the Second Time Around 

When asked what helped the second time around, Kate was clear: stop trying to do it all.

“Hire someone to do the job and stop trying to be good at everything,” she said.

That shift—choosing to delegate, to focus on her strengths, and to protect her energy—helped her rebuild stronger and with more clarity than before.

Final Thoughts

Kate’s story on The Artwork of You is a masterclass in resilience. From grieving the loss of her first business, to rebuilding her confidence and creating Dip, she shows us that failure isn’t the end—it’s the beginning of something braver.

Her choice to stay small, stay local, and stay rooted in integrity is proof that success isn’t just measured in scale. Sometimes it’s measured in staying true to yourself, your family, and your values.