Meet Emily Griminger of Semmi

Today we’d like to introduce you to Emily Griminger.

Hi Emily, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Semmi started with a product I wanted for myself but couldn’t find. At the time, I was working in banking and lending in New York. Between walking everywhere, subway commutes, and wearing fitted clothes, I always liked having wipes on hand, both in my bag and in my bathroom, to freshen up. But the options felt like they were made for babies, and none were something I wanted to leave out on my counter.

I wanted something gentle on my skin that I could feel good about using and wouldn’t feel the need to hide. The idea was there, but I was so caught up in the pace of life in New York that turning it into an actual business felt pretty far-fetched.

At the end of 2022, I left NYC (something I swore I’d never do) and I moved to Santa Monica. Making that change gave me the courage to take another risk, and in 2023, I started building Semmi.

I had no background in product development or personal care, so I spent about 16 months with a product development company asking questions, working through samples, revisiting formulas, and figuring out how to turn what was in my head into a real product. The dispenser mattered to me, but so did what was inside it. I wanted the same thought and care we put into skincare to extend to this part of our routines, too.

I left my finance career in 2025 and launched Semmi that August: gentle, fragrance-free, pH-balanced wipes paired with a reusable dispenser designed to sit on your counter.

Today, I’m building Semmi from my apartment, as a fully self-funded solo founder. I’m involved in everything from product development and marketing to packing orders myself. We recently passed our first year in business, and there’s still a lot I’m learning. But seeing something I spent years thinking about become part of someone else’s daily routine is pretty special. Everyone wipes, and I think there’s room for this part of taking care of ourselves to feel a little more thoughtful, and a lot less embarrassing.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not! I had no experience developing a personal care product or running a consumer brand, so there was a lot I had to learn by doing, including little things you wouldn’t think about. I’d spent my career using Microsoft Office, and suddenly I needed to figure out Canva, Adobe, and all these other tools I’d never touched. Things often took longer or cost more than I expected, and getting the product right meant multiple rounds of samples, formula revisions, and a lot of questions.

The expense has been one of the biggest challenges. Semmi is fully self-funded, so every inventory order, packaging decision, and marketing test comes out of my own pocket. While I was still working my full-time job, I worked East Coast hours from California, from 6 a.m. to 2 p.m., and then walked dogs afterward to make extra money. That ended up helping me fund about 15% of the business. I like to joke that dogs were my first investors.

Getting the product made was also only the beginning. Then I had to figure out how to get people to understand it and want to try it. Everyone wipes, but it’s not something most people are used to talking about. Finding the balance between getting someone’s attention, making them comfortable, and explaining the product has taken a lot of testing. A marketing angle I think is clever won’t always resonate with someone else, and I’ve had to get comfortable letting go of ideas I love and paying attention to what customers actually respond to.

As a solo founder, I’m involved in everything from packing orders and answering customer questions to creating content and managing inventory. It can be hard to decide where to put my time and money when everything feels important. So learning to focus on what I can truly control has been critical.

Alright, so let’s switch gears a bit and talk business. What should we know?
Semmi is a personal care brand built around something everyone does but almost nobody wants to talk about: wiping. We make gentle, pH-balanced, fragrance-free wipes and a reusable dispenser designed to sit on your bathroom counter. We also offer refills, subscriptions, and travel packs for when you’re on the go.

The dispenser is our hero product. We spend so much time choosing our skincare, cleaning products, and home decor, and I felt this everyday essential deserved the same attention. I wanted to create something that was both beautiful and functional, that keeps your wipes within reach and looks like it belongs in your bathroom.

But what’s inside matters just as much. Our wipes are made with plant-based fibers and ingredients like aloe and chamomile. They’re third-party tested plastic-free, biodegradable, hypoallergenic and alcohol free. I went through several formula iterations because I needed to feel comfortable with what people would be putting on such sensitive skin.

Brand wise, I’m most proud of creating something that makes this conversation feel normal. I want Semmi to feel like a friend who isn’t afraid to talk about the things everyone else avoids. There’s humor in what we do, but there’s also a lot of care behind it.

One of my favorite surprises has been hearing from customers who weren’t wipe users before and now consider Semmi a staple. I’ve also heard from moms who bought the dispenser for themselves and ended up using it while potty training their toddlers. It’s really rewarding to see how something I wanted for my own bathroom is finding a place in other people’s lives.

Semmi is about giving this part of your routine the same thought you give the rest of your body care. Everyone wipes. You should feel good about what you’re using and actually clean!

Alright, so to wrap up, is there anything else you’d like to share with us?
If there’s anything I’d want to share, it’s how much community support means to a small business. When someone places an order, tells a friend about Semmi, leaves a review, or sends me a message about their experience, I see all of it. I’m the one packing your order and answering your email, so that connection is very personal.

I also want people to feel comfortable reaching out with questions or feedback. Some of the most helpful conversations I’ve had have been with customers, and I want them to have a voice in what comes next for Semmi. I’m really grateful to everyone who has given us a try and helped me keep building.

Pricing:

• The Semmi Set (Starter Kit) $48
• Refills: Starting at 12:75 for 2 packs
• Travel Packs: Starting at $15 for 3 Packs

Contact Info:

• Website: https://getsemmi.com
• Instagram: https://www.instagram.com/getsemmi/
• Facebook: https://www.facebook.com/profile.php?id=61581191485976#
• LinkedIn: https://www.linkedin.com/in/emilygriminger