Real Talk on CPG Entrepreneurship with Sam Nebel of Good Wipes
Listen on Apple Podcasts | Listen on Spotify | Watch on YouTube
Most founders don’t dream of building a flushable wipes brand — but for Goodwipes Co-Founder Sam Nebel, the idea started in the upstairs bathroom of a Florida State fraternity house and grew into a nationwide movement.
Today, Goodwipes is sold at Walmart, Target, Kroger, Albertsons, Safeway, Amazon, and more — with triple-digit year-over-year growth and a fiercely loyal following. But behind the humor, fun branding, and botanical scents is a story of resilience, creative marketing, and the reality of fundraising in a category that takes time, grit, and long-term thinking.
In this episode, Sam breaks down the real journey of building a beloved CPG brand — and the truths most founders only learn the hard way.
The Origin Story: A Frat House, Two Baby Wipe Guys, and a Big Idea
Sam has been a lifelong baby-wipe user — but he didn’t realize how unusual that was until college. When he met his now-co-founder, Charlie, in their fraternity bathroom, both reaching for wipes at the same time, they instantly bonded.
They told everyone they knew. People thought they were weird. But something interesting happened:
Women loved the idea first.
Men followed.
A clear consumer insight emerged.
From there, Sam and Charlie became obsessed with building a brand that removed the embarrassment of buying wipes, solved real hygiene needs, and made people feel good about every part of being human.
The result: Goodwipes, now one of the most recognizable wipe brands in CPG.
Why Building a Real CPG Brand Takes a Decade — Not Three Years
Sam is 12.5 years into Goodwipes — and he sees that as just the beginning.
Sam and I dig into the biggest misconception founders have: “If you haven’t scaled or exited in 4 years, something’s wrong.” The truth is: Almost every meaningful CPG brand takes 10–20 years to build.
CPG is a long game because meaningful brand awareness, household penetration, and trial don’t happen fast — not even for today’s buzzy brands.
As Sam puts it: “If you’re building something that should live forever, then the timeline shouldn’t matter — as long as you’re building it right.”
Moments of Magic: The Marketing Wins You Can’t Predict
One of the best parts of this episode is Sam’s story about a spontaneous marketing opportunity that changed everything.
Goodwipes had a chance to brand a porta-potty at a local Atlanta event — with only a week’s notice. They almost said no. But they went for it.
The result?
5,000 people through the Goodwipes-branded Porta Palace
Sample lines wrapped around the block
20,000 wipes handed out
A wildly successful activation that led to 15 major festival appearances, Goodwipes’ golden Porta Palace tour, events with Diplo, Coachella, and more.
That one split-second “yes” helped shape a signature part of the brand.
Fundraising Reality Check: What Most Founders Get Wrong
Fundraising is a huge part of Sam’s story — and his advice hits hard because it comes from someone still “in the trenches.”
Ignore the Headlines
Most fundraising stories you see online? Exaggerated, misunderstood, or missing critical deal details. Sam’s rule: “Forget the headlines. Focus on your business and your deal. It’s never apples to apples.”
Plan for Raising Capital Every 2–3 Years
Even profitable CPG brands often need outside capital to support:
Retail launches
Inventory
Marketing
Manufacturing
Team expansion
It’s not a failure — it’s part of the category.
Understand Institutional Investors Aren’t “Writing Checks” — They’re Managing Pension Funds
Institutional capital comes with diligence requirements for a reason. As Sam puts it: “You’re talking about the school teachers of Nebraska’s pension fund. This is serious capital.”
Momentum Matters — Don’t Die on the Wrong Hill
One of Sam’s biggest learnings? Don’t drag a deal over tiny terms.
500+ No’s Are Normal
Sam has gotten hundreds of no’s — but every one helped him get better, refine the brand, or avoid the wrong partner.
Sam’s Best Advice for First-Time Fundraisers
For founders who’ve never raised before:
Start earlier than you think.
Send a short deck.
Get feedback quickly.
Work extra hours — it’s part of the journey.
Parallel-path angels and institutional investors.
Raise a little more than you think you need.
And most importantly: “Fall in love with the extra work. It will get you where you want to go.”
About Sam Nebel
Sam Nebel is the Co-Founder of Goodwipes, a fast-growing personal care brand known for modern, eco-friendly wipes. Since launching the company with his co-founder Charlie Siciak, Goodwipes has achieved triple-digit year-over-year growth and expanded into major retailers including Walmart and Target. A lifelong entrepreneur, Sam is passionate about building products people genuinely love and creating a brand that helps everyone “do more, feel good, and live clean.”
Connect with Sam: LinkedIn | Good Wipes
Listen to the full episode for more from Sam on:
How Goodwipes achieved triple-digit growth and broke into major national retailers
The truth about founder–investor relationships and navigating tough boardroom moments
The branding, mindset, and leadership decisions that helped Goodwipes stand out in a crowded CPG category
Listen on Apple Podcasts | Listen on Spotify | Watch on YouTube
