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Tara Pelletier: “A leader needs to identify people’s strengths and approach them as unique individuals”

Identify people’s strengths and approach them as unique individuals. Make sure they are people that you want to be around, that believe in what you’re doing. We have a quirky, rag-tag team of bakers, herbalists and crafters and it makes coming to work everyday a pleasure. I had the pleasure to interview Tara Pelletier, founder […]


Identify people’s strengths and approach them as unique individuals. Make sure they are people that you want to be around, that believe in what you’re doing. We have a quirky, rag-tag team of bakers, herbalists and crafters and it makes coming to work everyday a pleasure.


I had the pleasure to interview Tara Pelletier, founder of Meow Meow Tweet. With a company name that’s as charming as it is impossible to forget, Meow Meow Tweet was founded in Brooklyn in 2009 by Tara Pelletier and Jeff Kurosaki. The pair, who met in art school in Michigan, possess an innate openness and curiosity that led them to wonder why a gift of handmade goat’s milk soap left their skin feeling so much better than a commercial bar. Together, they set out to learn everything they could about making soap at home. The result was a creamy, skin-nourishing formula that received accolades from family & friends. Bolstered by the positive feedback, they went on to found their all natural vegan apothecary Meow Meow Tweet, named for their two beloved cats and Jeff’s bird.


Thank you so much for doing this with us! Can you tell us a story about what brought you to this specific career path?

When Jeff and I were living in Brooklyn we really got into urban homesteading. Window gardens, indoor composting, we were trying it all. My grandmother gave us a bar of handmade soap and it inspired us to make our own.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I don’t consider this a mistake, but I think it’s funny every time someone thinks our products are for their animal companions. A savvy business person may think differently, but the double-take, sometimes confused reaction we get when people hear “Meow Meow Tweet” has taught us to stay true to ourselves in more ways than one.

What advice would you give to other female leaders to help their team to thrive?

Identify people’s strengths and approach them as unique individuals. Make sure they are people that you want to be around, that believe in what you’re doing. We have a quirky, rag-tag team of bakers, herbalists and crafters and it makes coming to work everyday a pleasure.

What advice would you give to other female leaders about the best way to manage a large team?

Don’t try to manage everything and everyone. Delegate and then meet with the leaders in your team regularly to talk about goals and expectations.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

My partner, Jeff! I wouldn’t want to be in business without him and I don’t think Meow Meow Tweet would be nearly as awesome without him!

How have you used your success to bring goodness to the world?

We like to think that every product we make is a small, intentional step for good. Whether it’s because the packaging has an eco-footprint, or the product works after a lot of trial and error with other brands, or because the drawing on the front makes you laugh, or because the scent is relaxing after a stressful day.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

I don’t think a singular movement can create significant change. There are already organizations out there doing amazing work advocating for positive change that we support and are a constant source of inspiration to me. I’m for a collective movement for all kinds of justice, for animals, humans and the Earth.

What do you think makes your company stand out? Can you share a story?

I think our packaging and our scent combinations set us apart from other brands. We approach all of our scents as if we were creating a sensory experience with culinary combinations. Our packaging features drawings by my co-founder, Jeff.

Are you working on any exciting new projects now? How do you think that will help people?

We’re working on plastic-free refill packaging to help our customers reduce packaging waste when using our products.

Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them 🙂

Alicia Silverstone of Kind Life. She’s really been amazing and inspiring voice for veganism.

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