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Founder Feature: Kim Grustas

Health and fitness have been central to Kim Grustas’s life, both personally and professionally. Before she founded Good for You Girls, she owned a marketing firm specializing in nutrition, organic foods, and natural beauty care products. Raising daughters ratcheted up Kim’s interest in this area to concern. She shares her motivation for launching Good for You Girls with The F Project.

The F Project: What was the lightbulb moment that made you start your company?

Kim Grustas: There were two lightbulb moments for me. The first when my youngest daughter spotted a Hannah Montana bath set at Target and asked me if I would buy it for her. I flipped it over and read the ingredients. Hell NO! The second was, when shopping at Whole Foods, a friend asked me to help her find skincare for her 11-year-old daughter. I went up and down the aisles and there was nothing I felt was age-appropriate that met the special needs of young skin. There was no question what I had to do. 

TFP: What makes you want to jump out of bed every day?

KG: Every day is an adventure. Ten years in, I am still in love with my mission and fueled by the possibilities.

TFP: What about your past career or life experience prepared you for entrepreneurship? What was a total shock?

KG: I owned my own advertising agency and helped the launch of many brands so I had a good understanding of what it took to run a business, but running my own brand was a completely different animal. 24/7 baby! Eat, sleep, breathe this brand. Favorite thing: customers. Least favorite thing: bookkeeping. Too much bookkeeping.

TFP: What makes your product special/different?

KG: We truly care about helping girls. We help moms navigate some of life's most challenging years for their daughters safely and gracefully. We respect girls and their changing needs because it really does matter. When it comes to skincare, girls want to be taken seriously. We provide beautiful, beneficial skincare that they need with ingredients moms trust.

TFP: What is the best advice you’ve ever received?

KG: Never be afraid to ask the tough questions.

TFP: What advice do you have for other female founders?

KG: Listen to your heart. Women absolutely have a sixth sense and it's there for a reason. It really is a super power.

TFP: Why did you join The F Project?

KG: As a female founder I know how difficult it is to run your own company. If you built it, I totally respect your journey and the sacrifices you have made to get where you are. The F Project has a raw reality to it, no pretense. Cheerleaders are easy to find but someone who understands what it's like to handle a logistical nightmare at 3 am and still bake three dozen cupcakes at 6 am for a school fundraiser is completely different. Supporting other women doing great things has now become a priority for me. I was drawn to The F Project as another way to fulfill that goal.


Katelyn Murphy-McCarthy

Katelyn is a writer and editor specializing in creative nonfiction. She comes from a long line of entrepreneurs, and loves hearing and sharing the stories of women who are making a difference.
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