What started as two college friends chasing side hustles and building an Instagram account called @Sauce has grown into one of the most recognizable premium food brands in America. Today, TRUFF can be found in more than 17,000 retail locations nationwide, with an innovation pipeline stretching far beyond hot sauce.

Co-Founders Nick Guillen and Nick Ajluni join Starting Small to share how they set out to create the "Cîroc of hot sauce," spent nearly two years perfecting their original recipe, and turned a digitally native brand into a retail powerhouse. They unpack the early days of packing orders themselves, landing on Oprah's Favorite Things in year one, pioneering viral food content, and recently refreshing the brand with new packaging, Mild Sauce, and a line of Aioli & Dipping Sauces.

Make sure to check them out at: https://www.truff.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO

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Thank you to this episodes mid-break sponsor, Kichler Landscape.

For more than 85 years, Kichler has been designing lighting that doesn't just illuminate a space—it transforms it. And for over three decades, they've been pioneers in landscape lighting, creating some of the most comprehensive and innovative outdoor lighting solutions available today.

What I love about Kichler Landscape is that they think beyond simply putting lights in the ground. Their philosophy is all about intentional illumination—using layers of light to highlight architecture, showcase landscaping, create ambiance around gathering spaces, and make outdoor living feel just as inviting after sunset as it does during the day.

Visit Kichler.com and discover how thoughtfully designed lighting can completely transform the way you experience your home after dark.

Before Yes Way Rosé became one of the best-selling rosé brands in America, it started as an Instagram account.

Long before they sold a single bottle, Erica Small and Nikki Huganir were building a community around a simple idea: wine didn’t have to be intimidating. It could be fun, approachable, design-forward, and still be high quality.

That audience eventually became Yes Way Rosé.

Since launching the brand in 2018, the duo has sold more than 13 million bottles, grown into the fourth best-selling French rosé brand in the U.S., and expanded into sparkling, canned, and most recently, non-alcoholic rosé.

The newest launch was personal. After both becoming pregnant at the same time, Erica and Nikki searched for a non-alcoholic rosé that delivered the same experience as the French wines they loved. They couldn’t find one. So they spent nine months testing more than 50 formulations to create their own.

Make sure to check them out at: https://yeswayrose.com/

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO

Visit Starting Small Media: https://startingsmallmedia.org/

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Follow Starting Small:

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LinkedIn: http://linkedin.com/in/cameronnagle

Thank you to this episodes sponsors, Sylvox and The Best Adirondack Chair Company. You can find them below!

https://thebestadirondackchair.com/

https://sylvoxtv.com/

Angela Caglia spent decades behind the scenes as one of Hollywood’s most trusted estheticians before launching her own skincare brand. Her career started treating celebrity clients in Los Angeles, including Barbra Streisand, who once asked Angela what her dream was after a facial appointment at her home. Angela told her she wanted to create her own skincare line someday. Streisand’s response? “Why aren’t you doing it?” That moment stayed with her. After years building her reputation through hands-on treatments and opening her Bel Air spa, Angela launched Angela Caglia Skincare in 2016 — combining luxury spa treatments with regenerative skincare science. Most recently, the brand introduced its patent-pending Human-Derived Stem Cell Technology designed around exosomes, growth factors, and peptides aimed at supporting skin renewal at the cellular level. Her Cell Forté Serum quickly became the #1 selling serum in its category after launch, with unusually high subscription retention for a luxury skincare product. In this episode, Angela breaks down the evolution from celebrity esthetician to founder, how skincare has shifted from surface-level beauty to longevity and regeneration, and why trust matters more than trends in luxury wellness.

Make sure to check them out at: https://angelacaglia.com

Check out my new book on Amazon: https://amzn.to/4kRKGTX

Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO

Visit Starting Small Media: https://startingsmallmedia.org/

Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup

Follow Starting Small:

Instagram: https://www.instagram.com/startingsmallpod/

Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour

LinkedIn: http://linkedin.com/in/cameronnagle

Thank you to this episodes sponsors, Backyard discovery,

Sylvox, and The Best Adirondack Chair Company. You can find them below!

https://thebestadirondackchair.com/

https://sylvoxtv.com/

https://www.backyarddiscovery.com/

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