Episode 57: Category Reinvention in Action with Steve Thorp, CEO & Co-Founder of Before

What happens when a seasoned brand builder turns his focus to oral care and decides the category deserves a total reset?In this episode, we sit down with Steve Thorp, CEO & Co-Founder of Before, for a behind-the-scenes conversation on rethinking one of the most overlooked daily rituals: brushing your teeth.We caught Steve at CHFA Launchpad Toronto just before he walked on stage to pitch: high stakes, high energy, and zero fluff. In this episode, he shares the journey behind building Before, how his background shaped the company’s direction, and why oral care is finally getting the functional treatment and spotlight it deserves.We get into:• Why oral care is overdue for real innovation (spoiler alert- we are obsessed with oral care!)• The angle (and pronunciation) of nHA , aka nano-hydroxyapatite• What makes a toothpaste functional, not just “natural”• Building a brand where performance, deep values, and aesthetic meetIt’s part founder story, part intentional product design, part branding deep dive, and fully practical, because what you’ll hear here is anything but ordinary.BEFORE