We recently connected with Belinda Lau and have shared our conversation below.

Alright, Belinda thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

The idea for ELIMS—or at least the broader vision of sustainable biotechnology—started forming years ago while I was working as a product manager at Medtronic, the world’s largest medical device manufacturer. Every day, I saw sterile plastic packaging being discarded, and I kept wondering: why couldn’t medical devices be packaged in a more eco-friendly way while still maintaining sterility? That question stayed with me, sparking my interest in the intersection of sustainability and healthcare.

Fast forward to a conversation with my husband, Dr. Casey Lau, who’s a dentist. One day, he casually mentioned, “We should do something in oral care.” That idea stuck with me. Oral care is a daily routine—something everyone does, often without thinking twice. I started paying closer attention to my own habits and, more importantly, to my kids’. I noticed how many oral care products we were throwing away every day—floss picks, toothpaste tubes, plastic toothbrushes. That was my lightbulb moment. I realized we could do better.

But having an idea is just the beginning. I took our concept to my entrepreneurship professor at UCLA Anderson, and he encouraged me to test the waters—invest a little money to see if I could create something viable and, more importantly, if people actually wanted it. So, I put a few hundred dollars into making some prototypes. I then dove deep into research—studying the industry, identifying key players, analyzing market size, and pinpointing gaps and unmet needs. I also conducted surveys and interviewed both consumers and dental professionals. This process took about a year, but it gave me the confidence that we were heading in the right direction.

Next, we were accepted into the CleanTech Open, a startup accelerator focused on sustainable innovations. This was a game-changer. The program gave us access to experienced mentors, structured guidance, and a framework to shape our business model. It was six months of intense learning, but it was invaluable in helping us refine our approach. After that, we joined a second accelerator to further develop our prototypes and sharpen our go-to-market strategy. One of the most valuable aspects of these programs was the access to resources and data that helped us make informed decisions.

From idea to launch took a little over two years. At times, it felt much longer because we were so eager to see our products in the market. But looking back, I realize that building something truly innovative takes time—testing, refining, and ensuring that we weren’t just launching a product, but launching it the right way. Good things take patience, and ELIMS was no exception.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m a biomedical engineer with over 15 years of experience developing life-saving medical devices, from spinal implants to insulin pumps that help people with diabetes manage their condition. One of my proudest accomplishments is being part of the team that developed the world’s first artificial pancreas, a breakthrough innovation that was named TIME Magazine’s Invention of the Year in 2015. I also hold five U.S. patents in biotechnology, reflecting my passion for pushing the boundaries of science to improve people’s lives.

Despite my deep roots in the medical device industry, I’ve always been drawn to sustainability and finding ways to make healthcare more eco-friendly. That passion led me to co-found ELIMS, a dentist-crafted, science-backed oral care brand that prioritizes both human health and the health of the planet. Our products, including our Reflection Toothpaste and Magic Melt-Away Teeth Whitening Masks, are designed with cleaner, safer ingredients and packaged with sustainability in mind.

What sets ELIMS apart is our fusion of biomedical science, dental expertise, and sustainability. We’re not just another oral care brand—we’re redefining what’s possible in this space by using cutting-edge materials and eliminating unnecessary waste. I want people to know that oral care doesn’t have to be a choice between effectiveness and sustainability—you can have both.

At the core of my work, whether in medical devices or consumer health, is a desire to create innovations that improve lives. I believe that science and sustainability should go hand in hand, and I’m incredibly proud that ELIMS is pioneering that shift in oral care.

How did you put together the initial capital you needed to start your business?

Funding a startup the right way can make all the difference between success and failure. When we first started ELIMS, we each contributed a small portion of our savings—between $5,000 to $10,000—to bring our vision to life. This initial investment helped us develop the brand identity and lay the groundwork for our business.

At the same time, we were proactive in seeking external funding. We applied for business accelerators, pitch competitions, and grants, knowing that non-dilutive capital would be crucial in the early stages. Through a combination of these efforts, we secured approximately $45,000 in grant funding, which allowed us to move forward with prototyping and market research. This phase was critical—it gave us the insights we needed to refine our products and truly understand the gaps in the market.

Once we validated our concept, we needed additional capital to build the brand and bring our products to market. To bridge that gap, we reinvested some of our personal savings and conducted a small friends and family fundraising round. This not only provided the necessary funds but also allowed those closest to us to be part of ELIMS from the ground up.

Funding a business is never a one-size-fits-all process, but for us, this approach—combining personal investment, grants, and early-stage fundraising—gave us the solid foundation we needed to launch ELIMS the way we wanted to.

How’d you build such a strong reputation within your market?

In today’s information-driven world, credibility is everything. Consumers aren’t just looking for brands with great ideas—they want products backed by expertise, experience, and authority. That’s what has helped us build our reputation in the oral care market.

My co-founder and husband, Dr. Casey Lau, has been a practicing dentist in Los Angeles for over 20 years and is the official dentist for California State University, Northridge (CSUN). His deep knowledge of oral health and his reputation in the field bring immediate credibility to ELIMS.

As for me, my background as a biomedical engineer and materials science engineer has played a significant role in shaping ELIMS. Having spent my entire career developing medical devices, I’ve always worked on scientific solutions, innovation, and product integrity—all of which directly translate into creating effective, science-backed oral care solutions.

From a public relations standpoint, a brand’s story has to make sense. Consumers want to know that the people behind a product have the expertise to develop it with integrity. You wouldn’t trust an oral care brand created by someone without a deep understanding of dentistry, science, and materials. That’s why ELIMS stands apart—our backgrounds are directly aligned with our mission to create safe, effective, and sustainable oral care solutions.

By leveraging both Casey’s dental expertise and my engineering and product development experience, we’ve built a brand that people trust—not just because of marketing, but because of the science, experience, and credibility behind it.

Contact Info:

• Website: https://elims.co/
• Instagram: https://instagram.com/elims.oralcare
• Facebook: https://www.facebook.com/ELIMS.oralcare/
• Linkedin: https://www.linkedin.com/in/belindaleelau/