Making Scents with Topanga

Brooke Bonsall Lutz

Making Scents with Topanga is a podcast about the people, purpose, and stories behind Topanga Scents, a luxury laundry detergent brand built on community, creativity, and authenticity. Hosted by Brooke Bonsall Lutz, each episode features real conversations with the founders, team members, and community that make this brand what it is. Whether you're a longtime customer, a distributor building your business, or simply curious about what happens behind the scenes of a growing direct sales brand - this space was made for you.

Episodes

  1. 3 Sept

    S1E7: Core Value #4: Innovation with Seth Williams, Founder & Co-CEO

    Core Value #4: Innovation with Seth Williams, Founder & Co-CEO He never set out to be a product developer. But once he started, he couldn't stop. In Episode 7 of Making Scents with Topanga, host Brooke Bonsall Lutz welcomes back founder and Co-CEO Seth Williams to explore Core Value #4: Innovation — and what it really means to build a company that never stops creating. From the chemistry behind the fabric spray to the painful but honest story of Hollywood & Vine, Seth pulls back the curtain on the creative process, the failures that shaped the best products, and what happens when your distributors innovate right alongside you. In this episode, you'll hear: How Seth created something completely new — not a dupe — and why that distinction matters deeply to him The story behind the fabric spray and why Seth wanted a clean, safe alternative to dryer sheets and fabric softener How the multi-purpose cleaner was born — including the mud-on-a-table testing process that led to the final formula The inside story of Seth's dad coming into the warehouse every single day for more bottles before the product had even launched What Seth was going for when he created Paradise Cove — the #1 selling scent four years running The honest, transparent story of Hollywood & Vine — the scent Seth loves that just never found its footing — and why it still comes back Why distributors are some of the most creative innovators in the company — and what Seth has seen that makes him genuinely proud Why innovation doesn't have to mean something groundbreaking — and what that means for every person building this business "Innovation doesn't have to mean something completely groundbreaking. It can be small personal changes that improve the quality of something in some way." Up next: Taylor Gregory returns for the final episode of the core values series — Core Value #5: Positive Perseverance. In business there are highs and there are lows, and this one is going to hit home. You don't want to miss it. Connect with Topanga Scents: Website The values that built Topanga Scents are yours to keep — grab the free download today! Instagram @topangascents Facebook Topanga Scents

    S1E7: Core Value #4: Innovation with Seth Williams, Founder & Co-CEO

  2. 20 Aug

    S1E6: Core Value #3: Excellence with Taylor Gregory, Distributor Relations Manager

    Core Value #3: Excellence with Taylor Gregory, Distributor Relations Manager Excellence isn't about doing more. It's about doing the right things — the right way — every single time. In Episode 6 of Making Scents with Topanga, host Brooke Bonsall Lutz welcomes back Distributor Relations Manager Taylor Gregory to continue the five-part core values series with Core Value #3: Excellence. From the behind-the-scenes decision making process that most people never see, to a real story about a scent that almost didn't make it — this episode pulls back the curtain on what it actually looks like to pursue excellence at every level of a growing brand. In this episode, you'll hear: What really happens in product development meetings — and why the answer is "no" far more often than "yes" The four questions Topanga Scents asks before launching any new scent or product How the 2024 rebrand was one of the most powerful examples of excellence in action — and why it was about so much more than aesthetics The Big Bear story — how a scent with so-so initial sales almost got cut, why they listened to distributors instead of just the data, and what happened when they gave it a second chance How the Field Advisory Board — the FAB group — plays a direct role in shaping products, events, and the distributor experience Why sometimes a "no" is really just a "not right now" — and how Taylor communicates those tough decisions with transparency and respect Why excellence is not about perfection — it's about being intentional, caring more, and always being willing to evolve "Excellence is not about doing more. It's about doing the right things for long-term growth." — Taylor Gregory Up next: Founder and Co-CEO Seth Williams returns to talk about Core Value #4 — Innovation. How does Topanga Scents stay innovative in the products they produce? You won't want to miss it. Connect with Topanga Scents: Website The values that built Topanga Scents are yours to keep — grab the free download today! Instagram @topangascents Facebook Topanga Scents

    S1E6: Core Value #3: Excellence with Taylor Gregory, Distributor Relations Manager

  3. 6 Aug

    S1E5: Core Value #2: Integrity with Taylor Gregory, Distributor Relations Manager

    Core Value #2: Integrity with Taylor Gregory, Distributor Relations Manager They didn't just say they valued their distributors. They acted on it. They invested in it. And then they hired someone whose entire job was to protect it. In Episode 5 of Making Scents with Topanga, host Brooke Bonsall Lutz introduces someone who has been mentioned throughout the series — and who is finally here in her own words. Meet Taylor Gregory, Distributor Relations Manager at Topanga Scents, as we continue our five-part core values series with Core Value #2: Integrity. Taylor grew up watching her parents build, grow, and succeed in the direct selling industry. She saw the long nights, the sacrifices, the hard seasons — and she also saw what staying committed and building the right way could create for a family. That front row seat shaped everything about how she shows up in her role today. In this episode, you'll hear: The story behind how Taylor came to join the Topanga Scents team — and why Erin was incredibly intentional about finding exactly the right person for this role How Taylor grew up with a front row seat to the direct selling industry — and what that taught her about integrity, consistency, and building something that lasts What Taylor noticed from day one that proved Topanga Scents was committed to building the right way — even when faster, easier paths were available How Topanga Scents has handled outside opportunities and shortcuts — and why they've consistently chosen their distributors over quick growth What Taylor's role as Distributor Relations Manager really means — and why its very existence is a statement of integrity Why integrity isn't just about big decisions — it shows up in communication, follow-up, how you handle disappointment, and how you represent your company every single day "Doing business the right way consistently — even if it's inconvenient in the moment — is what separates people who build quick momentum from people who build lasting impact." — Taylor Gregory Up next: Taylor returns for Core Value #3 — Excellence. What does it really mean to pursue excellence in a direct sales business? Join us to find out. Connect with Topanga Scents: Website The values that built Topanga Scents are yours to keep — grab the free download today! Instagram @topangascents Facebook Topanga Scents

    S1E5: Core Value #2: Integrity with Taylor Gregory, Distributor Relations Manager

  4. 23 Jul

    S1E4: Core Value #1: Honoring People with Erin Williams, Co-Owner & Co-CEO

    Core Value #1: Honoring People with Erin Williams, Co-Owner & Co-CEO Before Topanga Scents ever wrote down a single core value — they were already living this one. In Episode 4 of Making Scents with Topanga, host Brooke Bonsall Lutz sits down with Co-Owner and Co-CEO Erin Williams to kick off a brand new five-episode series on the core values that guide everything Topanga Scents does. First up: Core Value #1 — Honoring People. From the very beginning, the decision to build a direct selling business wasn't just strategic, it was personal. It was a way to give anyone, regardless of their background or budget, the opportunity to benefit from products they loved. And as you'll hear in this episode, that value has shown up in ways both big and quiet ever since. In this episode, you'll hear: Why Seth and Erin chose the direct selling model and why honoring people was at the heart of that decision from day one How the business gave real opportunities to people during COVID who had nowhere else to turn, including employees of businesses that had to close their doors What it really means to run two businesses at once, the production side and the distributor side, and how both have to work together to serve people well The story of a distributor who sold products from a hospital room during one of the hardest seasons of her life, and why it wasn't just about the income How Erin quietly honors people every single day, from unexpected packages in the mail to comments on a distributor's live video Why sometimes the hardest decisions a company makes are also the ones that honor people the most "Whatever you're wanting out of this business is what you put into it. Any measure can be successful." — Erin Williams Up next: Taylor Gregory, our Distributor Relations Manager, joins Brooke to discuss Core Value #2 — Integrity. What does it look like from the corporate side, and how can every distributor bring it into their business? You won't want to miss it.   Connect with Topanga Scents: Website The values that built Topanga Scents are yours to keep — grab the free download today! Instagram @topangascents Facebook Topanga Scents

    S1E4: Core Value #1: Honoring People with Erin Williams, Co-Owner & Co-CEO

  5. 23 Jul

    S1E3: Topanga Wasn't Built in a Boardroom with Erin Williams, Co-Owner & Co-CEO

    Topanga Wasn't Built in a Boardroom with Erin Williams, Co-Owner & Co-CEO From the kitchen table to the warehouse — this is the Topanga Scents growth story. In Episode 3 of Making Scents with Topanga, host Brooke Bonsall Lutz sits down with Co-Owner and Co-CEO Erin Williams to pick up where Seth left off. This time, it's Erin's side of the story — how a sister-in-law who was admittedly addicted to the products went from avid customer to co-owner, and what it really looked like to build a brand from scratch with no marketing team, no business plan, and no investors except themselves. In this episode, you'll hear: Why Erin was probably one of the people Seth was avoiding, and why she doesn't blame him one bit The moment at a soccer field that made her realize this was something much bigger than a side project What it looked like to move production from Seth's kitchen into Erin's home, and then watch it take over every room How Erin balanced being a full-time Director of Therapy at a nursing home while making, labeling, boxing, and delivering products every single day The COVID surge that changed everything and what it was really like when orders started flooding in faster than they could fill them Why the early distributors were the unsung heroes of Topanga Scents and how they built the brand before anyone else had a chance to As Brooke puts it at the end of this episode: "Topanga Scents was not built in a boardroom. It was built in kitchens and dining rooms and late nights with family and friends." And while those early days look very different than today — the heart behind them is still the same. Up next: Erin Williams is back to kick off our series on Topanga's core values.  Grab your free download today!   Connect with Topanga Scents: Website The values that built Topanga Scents are yours to keep — grab the free download today! Instagram @topangascents Facebook Topanga Scents

    S1E3: Topanga Wasn't Built in a Boardroom with Erin Williams, Co-Owner & Co-CEO

  6. 23 Jul

    S1E2: How a High School Principal Built a Luxury Laundry Detergent Brand with Seth Williams, Founder and Co-CEO

    How a High School Principal Built a Luxury Laundry Detergent Brand with Seth Williams, Founder and Co-CEO Every great company has an origin story. Topanga Scents just happens to have one of the best ones we've ever heard. In Episode 2 of Making Scents with Topanga, host Brooke Bonsall Lutz sits down with founder and Co-CEO Seth Williams to uncover how a high school principal built a luxury laundry detergent brand — not with a business plan, but with a problem, a formula, and a whole lot of late nights. In this episode, you'll hear: How a student walking into Seth's office set everything in motion Why Seth spent nearly a year researching fragrance oils, surfactants, and clean formulations — just for himself The story behind the name Bel Air, and why gender-neutral branding mattered from the very start How Topanga got its name and what that place in California means to Seth personally What it looked like to be a principal by day and filling laundry detergent orders until 2am by night The Christmas conversation that changed everything and how Erin Williams entered the picture This isn't a story about a business plan. It's a story about solving a problem, sharing something you love, and watching it grow into something you never saw coming. Up next: Erin Williams shares her side of the story — what it was really like to step into Seth's kitchen operation and help build it into something bigger than either of them imagined. Connect with Topanga Scents: Website Instagram @topangascents Facebook Topanga Scents

    S1E2: How a High School Principal Built a Luxury Laundry Detergent Brand with Seth Williams, Founder and Co-CEO

  7. 23 Jul

    S1E1: The Conversation We've Been Waiting to Have with Erin Williams, Co-Owner & Co-CEO

    The Conversation We've Been Waiting to Have with Erin Williams, Co-Owner & Co-CEO Every great thing starts somewhere — and this is where Making Scents with Topanga begins. In our very first episode, host Brooke Bonsall Lutz sits down with Co-Owner and Co-CEO Erin Williams for the conversation that started it all. What unfolds is an honest, behind-the-scenes look at why this podcast exists, what it means for the Topanga community, and how a dinner in Dallas sparked something that had been on their hearts for years. In this episode, you'll hear: Why Erin believes listening is the most underrated leadership skill How podcasts have shaped her mindset, her leadership, and how she processes challenges The Dallas dinner that changed everything, and exactly what Erin said to Brooke that night Why now felt like the right moment after five-plus years of community growth What it feels like to put yourself out there, and why doing things scared is part of the Topanga DNA Why this podcast isn't about selling, it's about clarity, transparency, and genuine connection Whether you've been part of the Topanga family for years, you just discovered our products, or you're simply curious about what happens behind the scenes of a growing brand, this space was made for you. Up next: Seth Williams, founder and Co-CEO, shares the origin story of Topanga Scents — how a high school principal working out of his kitchen built a company on values, curiosity, and community. You won't want to miss it. Connect with Topanga Scents: Website Instagram @topangascents Facebook Topanga Scents

    S1E1: The Conversation We've Been Waiting to Have with Erin Williams, Co-Owner & Co-CEO

  8. Trailer

    Making Scents with Topanga

    Something is coming. And it's been a long time in the making. Making Scents with Topanga is a podcast hosted by Brooke Bonsall Lutz, and it's unlike anything we've done before. This isn't a sales call. It's not a highlight reel. It's real, informal conversations with the people behind Topanga Scents: the founders, the team, the ones who have poured everything into building this brand and into this community. Because here's what we've found: people don't just connect to products. They connect to people. To stories. To purpose. And our story isn't perfect or polished. It's real. Built step by step, learning as we go, growing into something we never fully planned but deeply believe in. Inside each episode, you'll hear the conversations that have been happening behind the scenes for years. About who we are, why we do what we do, and how we've built this business in a way that's rooted in creativity, authenticity, and community. Whether you've been part of the Topanga family for years, you've just discovered our products, or you're simply curious about what happens behind the scenes of a growing direct sales brand, this space was made for you. Making Scents with Topanga is available on Apple Podcasts, Spotify, and wherever you listen to podcasts. We are so glad you're here. Connect with Topanga Scents Website: topangascents.com Instagram: @topangascents Facebook: Topanga Scents

    Making Scents with Topanga

Trailer

About

Making Scents with Topanga is a podcast about the people, purpose, and stories behind Topanga Scents, a luxury laundry detergent brand built on community, creativity, and authenticity. Hosted by Brooke Bonsall Lutz, each episode features real conversations with the founders, team members, and community that make this brand what it is. Whether you're a longtime customer, a distributor building your business, or simply curious about what happens behind the scenes of a growing direct sales brand - this space was made for you.

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