For some founders, selling their company to an internationally recognized corporation like SC Johnson is a cause for unbridled celebration. For Monica Nassif, it was more complicated.
“It’s really bittersweet,” Nassif, founder of Mrs. Meyer’s Clean Day, told Business Insider. “I had to sell my mother.”
Nassif’s 93-year-old mother is the inspiration behind the household cleaning products. Thelma Meyers, an avid gardener, raised Nassif and her eight siblings as a homemaker in Iowa. The items she grew in the family’s backyard — basil, lavender, lemon — were the basis for the Mrs. Meyer’s Clean Day product scents.
“At one time, we had this trailer that was designed like her kitchen,” Nassif said, referring to Thelma. “We used to take it to music events or places like the Embarcadero in San Francisco. People stood in line for that. They’d get samples, and she’d sign their bottles.”
Nassif launched Mrs. Meyer’s Clean Day and an upscale version, Caldrea, in 1999. By the mid-2000s, Nassif’s brands were becoming part of people’s daily lives. Caldrea, a premium essential oil-infused household cleaning brand, was sold at upscale grocery and specialty gift stores. Mrs. Meyer’s Clean Day gained a foothold in mass-market retailers like Whole Foods, pushing the company to new heights.
So, when SC Johnson acquired the brands for an undisclosed amount in 2008, Nassif said the decision didn’t come lightly. However, a phone call she had avoided for weeks changed everything.
Going international
In the early days, Nassif would often market her products at trade shows, where investors could be found searching for their next moneymaker. Among the curious crowd was SC Johnson, which owns popular brands like Windex, Drano, Ziploc, Scrubbing Bubbles, and Fantastik.
“A whole team from SC Johnson shows up during one of our first trade shows with Caldrea. We’re probably maybe a year old, and our booth is so tiny,” Nassif said. “I was trying to sell my product and needed to open wholesale accounts, so I asked them politely to leave, but I knew why they were interested. I’m sure we were very fascinating to them.”
Nassif said she ignored “countless private equity and venture capital guys” for years as her brands grew.
“I always asked all these potential investors one question: “What can you do for us that we can’t do for ourselves?” Nassif said. “We were great at marketing, and pretty good at sales.”
Other areas, though, were less successful.
“Distribution and scaling rapidly, not so great,” Nassif said. Still, Nassif kept her head down and pushed forward until she got a call from SC Johnson.
“I refused that call for weeks. I didn’t even know who it was,” Nassif said. “But it gets to a point where you go, ‘I want this to be bigger. This is a great brand. It deserves to be in the hands of people who can scale this much better than we can.'”
She added: “We neither had that skillset nor the capital to figure it out.”
Mrs. Meyer’s Clean Day is now sold in major retailers across the United States, Canada, and Singapore. Both brands have products available through online retailers like Amazon.
Failed retirement
Monica Nassif
Nassif retired from the company in 2010. She was 53. Her days out of the office didn’t stick, though.
“I failed retirement,” Nassif said. “I liked working. I liked creative projects. I liked being involved in startups. They have incredible energy, and it really keeps you alert and aware of what’s happening.”
Most recently, Nassif wrote a part-memoir, part-business guide titled “I Bottled My Mother,” which hits shelves on March 24.
“I speak to entrepreneurs and the questions are always the same,” Nassif said. “‘How do you do it? Where do you get your ideas? What should I do first?’ I thought it’d be fun to do a startup manual. Hey, if you’re thinking about starting a business, here’s how to go about it.”
She also wanted to honor her mother.
“It’s really a childhood memoir about how the Mrs. Meyer’s brand came into being,” she said.
