What does it take to create an entirely new product category—and convince customers to change habits they've had for decades?

In this episode of Mission Critical, Lance sits down with Jayme Jenkins, co-founder of Everist, the Canadian beauty brand behind the world's first shampoo, conditioner, and body wash concentrates. What started as a mission to reduce waste in the beauty industry evolved into a masterclass in innovation, customer education, brand storytelling, and sustainable growth.

In their discussion, Jayme shares the realities of building a category-defining company, from developing a product that manufacturers said couldn't be made to learning how to simplify messaging, earn customer trust, and scale without sacrificing the brand's purpose. She also offers practical insights on customer feedback, retail expansion, founder we ...