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Meet Christina Ramirez of PLUS ULTRA in Venice

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Today we’d like to introduce you to Christina Ramirez.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I came up with the idea for starting a bamboo toothbrush company as part of an assignment for my Global Studies major at UCSB. It wasn’t until years later while looking over distribution data for toothbrushes from behind my desk at News Corp that I decided to take my idea and make it my mission and dream.

I started my research and product development by getting a job on the ground floor at Whole Foods Market. It was there I learned what consumers wanted, what sold and how a big retailer worked. I then began speaking with dentists from UCLA and USC about toothbrush design and started sourcing bamboo toothbrush factories in China, where bamboo is a natural resource.

I built a supply chain, quality control team in Hong Kong and launched PLUS ULTRA in December of 2012 in Los Angeles, CA. I wanted to create a brand that was committed to creating common-sense products that support positive change and the greater good. We’re doing this through sustainable materials, eco-conscious production, and philanthropy.

From launching in Whole Foods in 2012 to growing across 23 states and over 300 doors, I’ve realized this past year that we are just getting started. There is so much plastic waste, and there is such a need for plastic alternatives, that we’re excited to branch out to different products and provide consumers with the choice of products that are better for them and the planet.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t know a single person who would say the road to success is smooth.

There are challenges at each and every phase of growth. From fundraising to scaling production, to meeting the consumer demand… it’s all hard. Sure, some things become easier after practice and repetition, but it’s a non-stop learning curve. One minute, I’m improving our packaging display designs and the next I’m working on pitch decks for retailers and investors.

I used to loathe going to China because when I first started, I didn’t have the right support team in place to help manage our factories, sourcing, quality control and exporting. I now go to China between 2-4 times a year, and I love it. I love seeing and working together with my team. Each minor improvement feels like a victory, and I am thankful I get to share that responsibility and win with my team in Hong Kong.

Alright – so let’s talk business. Tell us about PLUS ULTRA – what should we know?
PLUS ULTRA makes bamboo toothbrushes and travel case accessories, and we plan to expand to other personal care utilities, such as eco-friendly razors and electric toothbrush heads.

We’re known for our quality, performance, packaging design and our positive affirmations on our handles which say “Hello Gorgeous,” “Hello Handsome,” “Brush Smile Repeat” etc… Chances are if you shop at a natural grocery store in LA, you’ve seen us. We’re also in 23 states and online with Thrive Market and Amazon.

I’d like to share two things I am proud of… one is that we have prevented millions of pounds of plastic from entering landfills, oceans, and beaches by customers choosing our toothbrushes over plastic toothbrushes. The fact, that we are focused on prevention and making an impact to help shift the consumer mindset to consider the environment is so awesome to me.

The other thing I am proud of is our philanthropy work. From donating bamboo toothbrushes to shelters in LA to organizations in Puerto Rico, we make it a point to give back to our local communities and to areas in need. Our impacts are quantifiable, and helping the environment and those in need is exactly what I wanted to do with my life.

Is there a characteristic or quality that you feel is essential to success?
Resilience. Or as my dad says, “patience, persistence, and enthusiasm.” There are days, weeks and even months that are tough. You get knocked down and rejected a lot. But the more you get knocked down, the faster you learn to stand back up and keep going.

I also think being insanely positive and having a hopeful mindset helps. Work harder and longer than the competition. You have to be willing to sacrifice money, time, relationships, occasionally your physical and/or mental health and just embrace the grind.

Pricing:

  • $24.00 for a 4-pack (one year supply) of toothbrushes

Contact Info:

Image Credit:
Brenton Giesey, Jolene Fisher

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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