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

Joani, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

I was laid off from a corporate job in 2010 and needless to say I was devastated, as a middle age woman, was not sure where I would end up.

I live in a beach town so there is not a lot of corporate to choose from here and mostly boutiques, tourist shops, restaurants, etc. I was lucky to find a part time job in a boutique that I loved!

It was a hot summer night in 2011 and I was waiting on customers and noticed for the first time I was sweating under and between my breast and not to mention body odor coming from this area. I was mortified in the moment and turned to my co-worker and said there should be an all natural breast deodorant and I am going to create one and call it Boobalicious.

I talked about this idea for months and was hesitant to create my idea as I had some people laugh at my idea and I believed them when they said it would not work as who ever uses breast deodorant. My husband grabbed me by the shoulders and said ignore everyone as this is a great idea and JUST DO IT!!
So in that moment I went upstairs to my computer and started googling recipes for natural deodorant and read about every ingredient and how beneficial it was to the sensitive skin area. I picked and choose what I would want on my body that was safe and to others as well.

My step-mom sent me a check in the mail for $75 dollars that week as I could not stop taking to her about my idea and she wrote in the note: If you don’t try you will never know. So with that $75 dollars I order the ingredients and containers and put my formula together.

Boobalicious was created and I was over the moon that I did this with just an idea, $75.00 and Google. Now the hard part for me is where do I go to sell my product now that I have made it. Before hand had friends and family try Boobalicious and they all loved it. One friend said it took her rash away and how comfortable and fresh she felt all day with wearing Boobalicious.

The year is 2012 and I did not there was not breast deodorant on the market and I did not have anything to compare my product to as Boobalicious was the first Breast Deodorant Stick on the market and to convince the beauty industry that boob sweat is a thing was a challenge in itself.

I first started to go to farm markets with my product and my first one was called Hooked on Plants. I walked in with my pink basket full of Boobalicious and there was this gentleman there and asked what I had in my basket and I told him about how Boobalicious helps relieve boob sweat. He laughed and said my wife could use that as she sweats like a pig, his exact words, so he bought the and the owner of the store bought 25 products.

I knew I was on to something when Hooked on Plants sold out within the week and asked for more and Charlie the customer who bought the first Boobalicious, called me up and said he bout as a joke first because of the names I have for them. Which I forget to mention I have fun names for my scents, such as Lickable Lemons, Purr-fect Peaches, Perky Peppermints, etc. Getting back to Charlie’s conversation he said that his wife wen to the gym wearing Boobalicious and she was so delighted that she had no sweat after her workout and her bra was dry. In this moment I knew I was solving a problem and there was no breast deodorant stick on the market but there was a lotion you could get but I did not want to get my hands messy.

This is just the beginning on how Boobalicious got started and became a reality. After being on Etsy, Boobalicious was getting recognized by Cosmo, Allure Beauty and in the UK on the Daily News. Boobalicious not only was helping with boob sweat it was helping all over the body and my customers kept asking me if they could use anywhere on the body. I said yes and we did have the first chub rub rescue called Chub Rub Stix for big and beautiful women but I combined the two in 2019 and made in Breast and Body deodorant and became the first whole body stick in the industry.

Boobalicious keeps up with what the customers are asking for and I listened to them when they asked if they could use everywhere.

Boobalicious was so unique coming up in this market but we proved that there is a need for body sweat as so happy there are more products that have the same concept and showing the beauty industry that there is a need for body sweat products.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Joani DiCampli and I live in Rehoboth Beach, DE with my husband. I have two adult children and a teenager who is off to college now.

When I was laid off from my job in 2010 I would of never thought that I could even come up with an idea and create a formula and star selling on line. We as women can do anything we put our mind to. I learned over the years how to overcome challenges in the entrepreneur world, as it is not easy, and to pivot when needed.

I came into the entrepreneurial journey by total accident. I never had any interest to be one or to even think about owning my own product. As a middle age woman being laid off from my job I had no idea how much my life would change because of it. I was sweating due to menopause and knew I needed something to help with that. I created Boobalicious for me to help with the sweat under my breast and odor. I wanted everyone who was suffering like me to have Boobalicious so I started selling on Etsy and have helped thousands of women who suffer from hot flashes, body sweat, odor, etc. and this is what keeps me going to hear back from them telling me how much Boobalicious has helped them while they are in the office, gym, or gardening. This by far is a proud moment when I know I am helping women feel fresh and confident all day.

Boobalicious has helped not only women but it has helped two of my children in their recovery and Boobalicouis gives back to Miracles Do Happen in Delray FL.

Boobalicious was just an idea and my husband believed in me more then I did. The most important thing is to believe in yourself!!! Boobalicious would not be possible if it was not for my customers and so grateful that my idea in a boutique would some day help thousands of women and to take my fear of putting Boobalicious on the market when there was none like it at the time and to see breast and body deodorants on the market now is a sign that I was doing something right.

Can you tell us about a time you’ve had to pivot?

Boobalicious was ready for manufacturing and I picked a women manufacture as they were the underdog like myself and wanted to support a women business. I trusted this manufacture by talking with this women who seemed trustworthy.

I started seeing red flags when my product came in one package at a time with only 20 to 30 containers when I ordered thousands containers. They were not label properly, done poorly and only filled half way. I was beyond upset and called the woman and expressed my concern about the half filled containers and she said my customers would not know and I said I know. So I sold those half price and gave most away as giveaways.

Next surprise was when someone reached out to me and she also bought from this manufacture and she made deodorant but the labels she had on here was the same formula as mine? So grateful for this woman as she sent the boxes back and fought to get her refund which she did. Also, another boob deodorant came out on the market with the same formula as mine.

To fight this would take years and money so I pivot by recreating my formula to vegan and my sales have been better than every.

Always do your research in anything you do and make sure you visit the manufacture you are thinking about.

I learned a very valuable lesson and I moved on from it.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

When I was starting my. journey I had no idea what I was doing. I was on social media and saw this guy giving advise about starting a business, investing in yourself and I was so intrigued that I followed him and took his free advise and starting building my business off of that advise.

His name is Grant Cardone and his book is called The 10X Rule such a great book about success and failure, business and so much more.

Also, another book that is great is the Power of Broke by Daymond John.

Contact Info:

• Website: www.luvboobalicous.com
• Instagram: https://www.instagram.com/boobaliciousproducts/

Image Credits
Joani DiCampli – I took picture with her permission