I previously worked at a company called Nohbo. We were making sustainable cosmetics — essentially Tide Pods, but for soap.
We created a super concentrated liquid formula housed in a biodegradable casing.
A Shark Tank Company
What made it particularly exciting was that we were actually a Shark Tank company. Mark Cuban was one of our first investors, which gave us incredible momentum early on.
When I joined, the founder was just 23 — remarkably young to be running a company with someone like Cuban backing it.
We had a small office in Florida and an energetic young team. We were all genuinely pumped about building these sustainable products that could potentially transform the industry.
Matching Interest with Development
Initially, things looked promising. We gained solid traction with interest from several major companies.
These potential partnerships energized our team and reinforced our belief that we were onto something significant in the sustainable cosmetics space.
But we discovered quickly that creating an innovative physical product isn’t just about having a cool idea or securing that first investment round.
Our product development timelines dragged painfully slow. We made progress but moved at a snail’s pace compared to what our investors expected to see.
When you’re developing sustainable products with new materials and technologies, it takes an enormous amount of time to get everything right.
You face countless tests and iterations before you can actually reach the market, especially when dealing with biodegradable materials that still need to perform reliably.
Scheduled to Launch in 2027
The development and sales cycle for the major companies we targeted was extraordinarily long.
We were looking at a 2027 launch date. In startup terms, that’s practically an eternity.
We had raised our Series A, which provided some runway, but our funds would only last so long — definitely not until 2027.
As we sought additional funding, investors grew increasingly hesitant about such an extended timeline.
They wanted faster progress and to see us hitting the market sooner, which created mounting pressure on our small team.
We Just Ran Out of Money
Eventually, we couldn’t secure any more funding after our Series A, and we simply ran out of money.
The company shut down, and I believe one of our investors now owns our IP and some of the development work we completed.
It was tough to see it end after all the work we put in, but that’s startup life sometimes.
Having a good product idea and even having Mark Cuban as an investor doesn’t guarantee success when your timeline stretches too far and your cash runs dry.
Investors weren’t exactly thrilled with that situation, and ultimately, the financial reality caught up with our ambitious vision.
Conclusion
My time at Nohbo taught me invaluable lessons about the challenges of bringing new products to market, especially when attempting something sustainable and different.
The experience showed me that innovation timelines and investor expectations don’t always align, no matter how promising the concept.
You must align your development timelines with your runway, while accepting that big companies simply move at a completely different pace than startups do.
Creating sustainable products presents unique challenges. Though consumers claim they want them, developing truly innovative solutions in this space demands significantly more time and capital than conventional alternatives.
Despite the outcome, I’m grateful for the experience. Working alongside such a young founder and being part of something backed by Mark Cuban was an incredible opportunity that few get to experience.
I gained invaluable knowledge that continues to influence how I approach business decisions today.
I still believe in taking calculated risks and trying new things, even without guaranteed success.
Sometimes, the lessons you learn along the journey prove just as valuable as a successful exit—perhaps even more so.