Behind the Brand: SAM+LEO

1. What is the name of your company?

SAM+LEO

2. What is your title at SAM+LEO?

Founder

3. Where is your company located?

Denver, Colorado

4. How did you hear about Naturally Colorado? What made you become a member? Has Naturally Colorado helped you in any way?

I heard about Naturally Colorado through Startup Colorado and winning their pitch competition.

5. What size is your company?

2 employees

6. What inspired you to start your company?

The inspiration for starting SAM+LEO came from my personal journey navigating my children’s mental health challenges during the pandemic, which opened my eyes to the broader struggles teens face today. As a mom and a global health professional, I wanted to create tangible, science-backed solutions that teens would actually use and trust. SAM+LEO reflects my resilience through life’s challenges, including a divorce and professional pivots, and my commitment to making a difference. I’m motivated by curiosity, a sense of purpose, and the belief that even small steps can lead to meaningful change. Moments of joy through adventure, connection, and building something impactful fuel my passion and drive to persevere.

7. Why did you choose to focus on the natural and organic industry?

I chose to focus on the natural and organic industry because I believe in the power of clean, science-backed solutions that work in harmony with the body. Watching the challenges in teen mental health post-COVID, I couldn’t sit by and do nothing. There is a clear gap in the teen wellness market for approachable, effective, and trusted products tailored to their needs. As a mom navigating my own children’s wellness, I’ve seen the growing demand for solutions that prioritize safety, transparency, and sustainability. Natural and organic options reflect these values and align with my personal ethos, ensuring both quality and integrity in every product. My mission is to fill this gap and provide meaningful support to teens and their families.

8. Can you describe the biggest challenge you faced during the early stages of your company, and how you overcame it?

One of the biggest challenges I faced in the early stages of SAM+LEO was balancing my commitment to sustainability with the need for product quality. We initially launched in compostable packaging, which aligned with my values and mission for eco-conscious practices. However, the material didn’t retain the freshness of our gummies as expected, and I had to pivot to ensure the quality and shelf life of the product met the standards our customers deserve. It was a tough decision, but I’m hopeful that advancements in compostable materials will eventually support a wider range of products. Overcoming this challenge taught me the importance of adaptability and prioritizing customer experience while staying committed to long-term sustainability goals.

9. What keeps you up at night regarding your business?

What keeps me up at night is the challenge of building brand awareness and ensuring people can find us where they shop. Our products taste great and fill a clear void on the shelf, offering natural solutions specifically designed for teen wellness. However, we need to make sure that consumers not only recognize our brand but actively look for us when they’re in stores. It’s about bridging the gap between creating an amazing product and making sure it reaches the people who need it most. The urgency of getting discovered and standing out in a crowded market is always on my mind.

10. What strategies can you share that have been effective?

11. How important is networking, and what strategies do you use to build and maintain professional relationships?

Networking is incredibly important, especially in the consumer packaged goods industry, where relationships often drive opportunities. I prioritize building authentic connections by being genuinely curious and showing up with a collaborative mindset. Whether it’s attending events like Naturally Network meetups or participating in women-owned company groups, I focus on staying engaged and providing value. Maintaining these relationships requires consistency—checking in, sharing updates, or connecting someone to a resource. For me, networking isn’t just about professional growth; it’s about fostering a supportive ecosystem that helps everyone succeed.

12. What is one piece of advice or knowledge that has changed your life and why?

One piece of advice that has profoundly changed my life is to trust your intuition and trust yourself. Early in my journey, I often second-guessed my decisions, worrying if I was on the right path or making the best choices. Over time, I’ve learned that my intuition is one of my greatest strengths—it’s rooted in my experiences, values, and deep understanding of my goals. Trusting myself has given me the confidence to take bold steps, navigate challenges, and stay true to my vision, even when the path forward isn’t entirely clear. It’s a reminder that the answers often lie within, and believing in yourself is key to moving forward with purpose.

Connect with Dara.

Learn more about SAM+LEO.

More about Behind the Brand:

Everyone has a unique founding journey and we want to hear yours and share it with the community! Whether it’s how you started, your mission or the challenges you’ve overcome, we want to spotlight you and celebrate your success and journey. 

We will feature one brand a month on our website, on social media, and in our newsletter. In addition to connecting with the Naturally Colorado community, this is an opportunity to provide support and guidance to others! 

We’re excited to hear your story, for a chance to be featured fill out this survey or submit a video!

The Naturally Colorado team will follow up with more information if your submission is chosen to be featured in the Behind the Brand series.