An Interview with Kate Assaraf and Refill Store owner turned Dip Account Executive Jackie Bassett
If you own a refill shop, eco-boutique, salon, or independent retail store, you’ve probably noticed a surge in plastic-free hair care brands promising sustainability. But not all shampoo bars and conditioner bars are created equal. At Dip, we work with hundreds of independent retailers across the United States who are proving that high-performance shampoo and conditioner bars can outperform traditional bottled products: while also reducing plastic waste.
Our founder asked Dip retailer turned Dip Team member Jackie Bassett some of the most common questions retailers have about bringing Dip into their stores.
KA: What misconception do retailers often have about Dip shampoo and conditioner bars?
JB: The most common one is: “The price point is too high.”
At first glance, some retailers assume Dip won’t work in their store because the sticker price looks higher than a typical bottle of shampoo or conditioner. But that’s missing the bigger picture. Dip isn’t just sustainable hair care. It’s salon-quality, high-performance hair care designed to replace multiple bottles of traditional products.
A single Dip conditioner bar can last many customers close to a year. When you compare that to repeatedly purchasing bottled conditioner, customers can save hundreds of dollars over time. Once retailers consider performance, longevity, and customer satisfaction, they usually realize Dip delivers crazy value — both for their customers and their shelves.
KA: What kind of retailer is the best fit for Dip plastic-free hair care?
JB: The retailers I feel most aligned with are the ones who truly care about offering better choices. They understand that sustainability shouldn’t mean sacrificing quality. They want to bring their communities products that actually work — products that help customers transition to plastic-free beauty routines without frustration.
Store owners also tend to be educators. They enjoy helping customers understand:
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how shampoo bars work
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how long conditioner bars last
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why plastic-free hair care matters
When a retailer believes in those conversations, Dip fits naturally into their store.
KA: What makes a store instantly feel like a “Dip shop”?
JB: I can spot a Dip retailer pretty quickly.
They usually:
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Take time to educate customers about shampoo and conditioner bars
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Encourage customers to touch, smell, and interact with the products
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Merchandise Dip intentionally with shelf talkers, testers, and clear displays
These retailers know that experiential retail still matters. When customers can smell the bars and ask questions, conversion rates skyrocket.
KA: What type of customer do Dip retailers naturally attract?
JB: The best Dip retailers tend to attract values-driven customers. These customers are willing to invest in products that actually work. They care about reducing plastic waste, but they also care deeply about hair performance.
They’re not looking for gimmicks. They want products that deliver real results. When they discover Dip, they often become repeat customers who tell their friends.
KA: What fear do retailers have about adding a new hair care brand?
JB: The biggest concern is usually:
“Will this work for different hair types?”
Hair care is personal. Retailers tend to worry about whether one product line can satisfy customers with:
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curly hair
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straight hair
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thick hair
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fine hair
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color-treated hair
Dip’s formulas were designed specifically to perform across a wide range of hair types, which is why retailers often see strong repeat purchases once customers try it.
KA: What promise will Dip never break with retailers?
JB: Dip will always prioritize independent retailers. Since we do not sell on Amazon, and we intentionally redirect customers from our website into their local refill stores and independent retailers--we set up stores to succeed.
Our belief is simple: small stores are the backbone of sustainable commerce, and they deserve brands that don’t compete with them online.
KA: What does success look like six months after a retailer brings in Dip?
JB: When done right, usually something magical happens. Customers start talking about it. Someone buys a Dip mini conditioner, falls in love with it, and comes back for the full-size bar. Then they bring a friend. Then the friend tells someone else.
Within a few months, retailers often see:
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consistent monthly sell-through
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clear scent preferences among customers
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predictable restocking cycles
Dip becomes a reliable repeat purchase.
KA: What part of the Dip story do retailers repeat most often?
JB: The longevity. Retailers love telling customers how long the bars last — and then hearing customers come back months later saying it’s true. Once customers experience that kind of performance, Dip becomes a loyalty product.
KA: If Dip disappeared tomorrow, what would retailers miss most?
JB: Many retailers say the same thing: Having a brand that truly supports independent stores instead of competing with them. Retail is hard enough. Stores appreciate working with brands that view them as partners rather than just another sales channel.
KA: What’s the perfect sentence a retailer should say when handing a Dip bar to a customer?
JB: Simple.
“This is one of our best sellers. It’s really serious hair care — the fact that it’s plastic-free is just a bonus.”
Because in the end, great hair comes first. Sustainability just makes it even better.
