And it might make you wonder — why did something like this take so long?
The truth is: it was both an intentional delay and a necessary one.
When you’re building something new without outside capital, there’s no rushing. There’s only moving as fast as your resources — and your standards — allow.
If we could have launched this six months ago, we would have. That would have been ideal.
But when you’re bootstrapped, you’re constantly choosing between speed and sustainability — and we chose to move carefully.
When we launched Sommer Beauty, we weren’t in a rush to build a full product line.
We were in a rush to build trust.
I was at a Venture Vault session hosted by Ladies Who Lead a couple of months ago when Meghna of Slurrp Farm said something that stayed with me:
“When we created the brand, we didn’t know if it would work. But we asked ourselves — if we disappeared tomorrow, would anyone care?”
It struck a chord — not because it was new, but because it put words to something we’ve been quietly asking ourselves for a long time.
And over the last two years, we’ve been testing that in real time.
Not by pushing out products fast. But by observing how people responded.
Did they come back? Did they ask when we’d be back in stock? Did we earn a place in their daily routines?
The answer was yes — and that gave us the confidence to move forward.
So no, this wasn’t a delay because of uncertainty in vision.
In fact, we’ve known for a while what we want the next 3–5 years to look like at Sommer.
But every new product is a calculated risk — especially when you’re building from limited resources.
The name. The color. The texture. The tone. The story.
It’s about the feeling someone gets when they see it for the first time — and the one they’re left with when they reach for it again.
We didn’t just want to create a product.
We wanted to create something worth coming back to.
We’re almost there.
This post was originally shared by on Linkedin.