We caught up with the brilliant and insightful Dara Erck a few weeks ago and have shared our conversation below.

Dara, appreciate you joining us today. What sort of legacy are you hoping to build. What do you think people will say about you after you are gone, what do you hope to be remembered for?

I’m passionate about creating a legacy that empowers and supports teen mental health in meaningful ways. With SAM+LEO, I set out to launch the first brand addressing teen mental health in the supplement space—an area that was largely underserved. My hope is that people will remember me for making a significant impact in destigmatizing mental health struggles, providing resources to help teens manage stress, anxiety, and overall well-being, and empowering parents with tools to support their kids. I want to be remembered for challenging the status quo, driving innovation, and creating a brand that prioritizes wellness and authenticity—values that truly matter to me.

Dara, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Dara Erck, the founder of SAM+LEO, a teen mental health brand offering a line of clean gummy vitamins designed to support teen wellness. I got into this industry after navigating my own children’s mental health challenges, especially during the pandemic, and seeing firsthand how the pressures teens face were not being properly addressed in the supplement space. While I had a career focused on global health strategy, advocacy, and nonprofit work, launching SAM+LEO was a personal mission to help other families.

SAM+LEO’s products include gummies that focus on RELAX, EYES+, ENERGY, SLEEP, and IMMUNITY to help teens manage stress, boost immunity, increase energy, and reduce eye fatigue from screen time. We’re the first brand to truly focus on this market, addressing teen mental health in a meaningful and accessible way.

What sets SAM+LEO apart is our deep commitment to authenticity and empowerment. We’re not just a product; we’re a movement to normalize mental health conversations, reduce stigma, and provide real solutions. We’re proudly female-led, and as a single mom, I’ve personally been through the journey of supporting my kids’ mental health, which informs everything we do at SAM+LEO. We make sure that everything we create is not only effective but also safe, natural, and something parents can feel good about.

I’m most proud of creating a product line that speaks to a much-needed gap in the market for teen mental health support. We’ve been recognized for our impact in the industry, and I’m grateful to be leading a company that’s changing the narrative around teen wellness. More than anything, I want my brand to be remembered for making a real difference in the lives of teens and their families by supporting mental health and well-being in a way that’s both effective and compassionate. I want my work to help empower the next generation to feel confident and supported as they navigate the complexities of growing up.

Have you ever had to pivot?

One of the most significant pivots in my life and career happened when I launched SAM+LEO. Initially, I started my entrepreneurial journey with a focus on body care, creating products that I believed could make a real difference in teen’s wellness routines. However, my path shifted dramatically after my divorce. At that time, I was dealing with personal challenges, as well as issues related to product quality, which made it clear that I needed to reevaluate my approach.

I took a step back and realized that while I had a passion for health and wellness, my own experience as a mom navigating my kids’ mental health challenges—and my desire to create something that could support teens in that area—was a stronger calling. The stress, anxiety, and other mental health struggles teens face were under-addressed in the market, and I felt compelled to do something about it.

This shift led me to pivot from body care to supplements, creating a line of vegan gummy vitamins designed specifically for teen wellness. This change was both a professional and personal pivot for me, as I had to rethink not only my product line but also the direction of the brand. The process wasn’t easy, and there were moments of doubt, but I trusted my instincts and focused on the need I saw in the world.

I’m incredibly proud of this pivot. It’s not just a business decision—it’s a deeply personal one that was born out of my own experiences, and I’m so glad I trusted the process. I learned that perseverance and being willing to change direction when needed are essential to growth, both in business and in life.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

At SAM+LEO, we sell on both Amazon and our own eCommerce site, shopsamandleo.com. Amazon has been a great platform for us, primarily because our products are lightweight and durable—they don’t melt, freeze, or break, which makes them a good fit for online retail. It’s also an excellent channel for reaching a large, diverse audience, and the convenience of Amazon’s shipping and fulfillment services is a huge advantage for our customers.

However, there is a tradeoff with Amazon: while it provides us with access to a wide customer base, we don’t get as much direct customer data as we would with a DTC model. This is a disadvantage because understanding our customer’s behaviors and preferences is key to refining our products and marketing efforts. It also means we don’t have the same direct relationship with our customers as we do on our own site.

On the flip side, selling on our own eCommerce site gives us full control over the customer experience. We’re able to collect valuable customer data, customize the shopping experience, and build stronger relationships with our audience. Plus, we have more flexibility in terms of promotions and branding. The downside is that traffic to our site requires more effort in marketing and SEO, and it doesn’t have the same built-in audience that Amazon does.

Ultimately, having both platforms allows us to tap into the strengths of each. While Amazon provides broad reach and convenience, our own site gives us the chance to build a more direct, personalized connection with our customers. It’s a balancing act that we continue to refine as we grow.

Contact Info:

• Website: https://shopsamandleo.com/
• Instagram: https://www.instagram.com/shopsamandleo/
• Facebook: https://www.facebook.com/shopsamandleo
• Linkedin: https://www.linkedin.com/in/daraerck/
• Other: TikTok: https://www.tiktok.com/@shopsamandleo