Product details

This is part of a case series. This case centers on Madhu Shetti, CEO and founder of Balmere, a company developing skincare products for individuals undergoing cancer and autoimmune therapy. After hearing the struggles of cancer survivors during a support meeting, Shetti is driven to create products that alleviate the painful skin conditions often caused by treatments. However, Balmere faces a critical decision: should the company delay its launch to seek certification from the Environmental Working Group (EWG), which could help establish credibility, or proceed without it and risk market acceptance? With limited resources and time, Shetti and her team must evaluate the trade-offs and decide on the best course of action for their startup's future.