From Doris Dev to Canopy: Building Beauty’s Most Innovative Hardware Brand

In this episode, I sit down with Justin Seidenfeld, Co-founder and CEO of Canopy, the beauty-meets-wellness hardware brand redefining humidifiers, shower filters, and home rituals.Justin shares his unique journey from agency operator at Doris Dev, where he worked with breakout brands like Magic Spoon and Pattern, to going all in on Canopy. We cover:- Lessons from his early career at Quirky and Gravity, and why many high-growth consumer startups don’t make it to the big exit- Why Canopy was incubated inside Doris Dev and the aha moment that reframed humidifiers from “sick-day appliances” to skin-health beauty devices- The importance of capital efficiency, and how raising only angel/strategic funding (not big institutional rounds) shaped Canopy’s DNA- How the brand is navigating omnichannel growth with Sephora, Target, and DTC, plus the hidden complexity of driving sell-through at retail- The role of product innovation in expanding the platform into shower heads, tub filters, and aroma diffusion- What Justin believes founders often get wrong about product innovation and how to build holistically for long-term defensibility- His biggest wins of the past 12 months, and why the next phase of growth is all about retail expansion + new products