Embracing The Embarrassing: Dallas-Based Poo-Pourri CEO Wasn’t Afraid To Test The Waters

By Tracy M. Cook
The Dallas Morning News

WWR Article Summary (tl;dr) Great Q&A with Suzy Batiz, co-founder of “Poo-Pourri”, a before-you-go toilet spray that has sold more than 22 million bottles since its inception.

The Dallas Morning News

For a self-proclaimed introvert, Suzy Batiz is very open when it comes to talking about poop.

And she talks about it a lot.

She’s the co-founder of Poo-Pourri, a before-you-go toilet spray that brought in $45.6 million in revenue last year. Her company has sold more than 22 million bottles since its inception 10 years ago.

The idea started when Batiz was at a dinner party with her brother-in-law, and he asked whether bathroom odor could be trapped.

“Suddenly, it just hit me,” Batiz said. “I had chills in my body. It was like, ‘I can do that.’ ”

Fast-forward to when her company was about 7 years old. Batiz had what she called a natural urge to get the then $8 million business really going. She hired a crew to create a YouTube video that unexpectedly went viral. In less than a week, she had sold out all of her inventory and had $4 million in back orders.

Her brand has since developed a cult-like following. Someone even invited Poo-Pourri to a wedding this summer.

Batiz spoke about how the company got here. Her answers have been edited for brevity and clarity.

Question: How did you go about starting to produce Poo-Pourri?

Answer: I had worked with oils as a hobby, so I already had a base knowledge. My thought was, oil floats on water. If I’m going to trap odor, it makes sense, right? So I just started mixing oils, and I started researching. It really was just trial and error, like hundreds of formulations. I kept getting a little closer, and each time it would work a little bit better.

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