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As any entrepreneur will tell you, the success of a new brand has a lot to do with timing. And Brian Bushell’s timing could hardly have been better.
For well over a year, Bushell had been planning to add a grapefruit-scented hand sanitizer to By Humankind, his boutique line of personal-care products that launched in 2019. As the founding CEO of hipster cupcake phenom Baked by Melissa, Bushell had plenty of business experience, but he didn’t really need it to realize that, with hand sanitizer sales surging by 313% in early March alone, this was a fortuitous time to be selling the stuff.