S3 EP43: Listening to Customers and Defending Your Margins with Kate Assaraf from dip

"Hair care in general is a very froofy category, but most people I know are kind of silly and fun to be around. So I wanted the brand to take the hair care part very seriously, but not the customer." 

— Kate Assaraf

In this episode of Customer Growth Sessions, host Pat Ahern speaks with Kate Assaraf, Founder and "Chief Detangler" at dip, about building a fast-growing, plastic-free hair care brand without relying on paid advertisement channels like Meta, TikTok, or Instagram ads. Kate details how dip was born out of frustration with poor-performing sustainable products and how intense customer research—specifically analyzing competitor negative reviews—informed formulas that solve real problems, such as daily washing for active lifestyles and instant detangling.

The conversation explores strategic distribution and margin defense for direct-to-consumer (DTC) brands during difficult economic conditions. Kate explains why dip avoids mass retail and Amazon in favor of independent refill shops, protecting local microeconomies and store partnerships. She also shares her non-discounting strategy, revealing how replacing traditional Black Friday price cuts with high-value, high-ticket gifts (such as premium hammocks or razors) safeguards brand equity and maintains store trust.

Want to explore dip's plastic-free salon-grade products or locate a stockist near you? Visit dipalready.com or connect with Kate and the brand across social channels:

• Instagram: @dipalready
• TikTok: @dipalready
• LinkedIn: Kate Assaraf

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Interested in seeing how Intergrowth could help you grow your business? Head over to intergrowth.com/cgs to book a complimentary strategy session with our team.