In this episode, Susan Griffin-Black, co-founder of EO Products, shares her story. Susan tells us about her path from her early days in Pittsburgh, Pennsylvania, to becoming a pioneer in the natural products industry. Raised by a father who was an early feminist and advocate for women’s economic empowerment, Susan’s entrepreneurial spirit was nurtured from a young age. She recounts her experiences in the fashion industry, opening her first retail store in San Francisco, and eventually co-founding EO Products.
In 1995, Susan founded EO Essential Oils, starting with a few essential oil blends. Her vision was to create a company that she would want to work for, one that prioritized sustainability, community, and holistic well-being. Over the years, EO has grown significantly, becoming a trusted name in the natural products industry.
Susan’s story is one of intentional living. Susan’s dedication to holistic, sustainable practices has been unwavering. “Our premise was we wanted to create a company that we would want to work for. And so what does that look like?” Susan’s Buddhist spiritual practice has also been a guiding force, helping her navigate the ups and downs of entrepreneurship. Susan has always believed in meeting people not for what they can do for you, but to understand their journey and learn from their experiences.
As EO Essential Oils approaches its 30th anniversary, Susan is optimistic about the future. She plans to continue growing the business while staying true to its core values. New products are in the pipeline, and there are exciting plans to celebrate this milestone with the community.
Susan Griffin’s journey is a reminder and model that success is not just about financial achievements but about values based living. We hope Susan’s story inspires you to stay committed to your dreams. We also discuss the months when it was a struggle for Susan to make payroll and a living wage. It was not easy, but the alignment of values, purpose, great products and smart business decisions led to EO’s success. Susan says, “You just have to collectively aim for the highest good for the most amount of people. Always, always, always.”
Memorable Quotes
“I’ve had a Buddhist spiritual practice for 30 years. This is, I don’t care what all of the external voices are saying, but if I go down this path, it’s just not aligned with my values.”
“Our premise was we wanted to create a company that we would want to work for. And so what does that look like?
“Essential oils are like very, very distilled flowers and plants and bark and, you know, all sorts of plant material, but they have so much vitality.”
“You just have to collectively aim for the highest good for the most amount of people. Always, always, always.”
