Meet Irena Todd | CO-CEO and CO-FOUNDER

We had the good fortune of connecting with Irena Todd and we’ve shared our conversation below.

Hi Irena, can you walk us through the thought-process of starting your business?
As a former Unilever brand executive, I had a behind-the-scenes view of how products are developed at large companies. While many were effective and well-loved, I noticed that kids’ personal care often wasn’t a top priority—especially when it came to ingredient safety. Many products on the market contained ingredients I wouldn’t feel comfortable using on my own children, and I knew I couldn’t be the only parent who felt that way.

That disconnect was impossible to ignore. Kids have more sensitive skin than adults and absorb more toxins, yet the industry wasn’t protecting them. I realized there was a huge gap—and a huge opportunity—to do better.

A fellow Unilever alumna and I—both moms—shared the same realization: kids deserved better when it came to personal care. We co-founded Fresh Monster with one clear goal in mind—to create clean, effective, and affordable products that parents can feel good about and kids actually want to use. Drawing on everything we learned from our time in big CPG (consumer packaged goods), we set out to build a brand from the ground up that puts safety, performance, and transparency first.

It started with something personal—wanting better for our own kids—but quickly grew into something bigger: a brand that gives all families peace of mind.

What should our readers know about your business?
Fresh Monster is on a mission to clean up kids’ personal care. We make safe, effective, and affordable products that are free from harsh chemicals—because kids deserve better. What sets us apart is that we’re not just “less bad.” We’re truly clean. Our formulas are toxin-free, naturally derived, and designed to perform just as well as traditional brands. Parents shouldn’t have to choose between what’s safe and what works.

I’m most proud that we’ve built a brand that parents trust and kids actually love. That’s not easy to do in this space—especially when you’re trying to disrupt a category long dominated by legacy brands with big budgets.

Getting to where we are today has taken grit. We bootstrapped the business with a small angel round and built it piece by piece—figuring out manufacturing, navigating retail, managing cash flow, and scaling operations all while staying true to our mission. It definitely wasn’t easy. There were so many points where the easier option would have been to quit or play it safe.

One of the biggest lessons I’ve learned is that building a business is really just solving one problem after another—and doing it with more optimism than logic sometimes justifies. That founder optimism, even when things feel impossible, is what keeps you moving. You have to believe the solution is out there, even when you don’t see it yet. That belief has carried me through more roadblocks than I can count.

What I want the world to know is that Fresh Monster was built with real heart. We didn’t start this to chase trends—we started it to protect our kids and give parents a better option. And that mission continues to guide everything we do.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
When my best friends come to visit me in Denver, I usually skip the standard tourist stops and dive straight into the cultural heart of the city. Denver has this creative, welcoming, and slightly under-the-radar energy that’s best experienced through its thriving arts scene, vibrant food culture, and community-driven events.

We’d start with coffee at Steam on Pearl—one of my favorite neighborhood spots. It’s low-key, warm, stylish, and the coffee is always top notch. If the timing is right, we’d head to the Denver Film Festival or catch an indie screening at the Sie FilmCenter. Denver’s film scene is surprisingly rich—intimate, worldly, and every bit as compelling as Tribeca or Sundance, just without the long lines or pretense.

Evenings would take us to the Denver Center for the Performing Arts—whether it’s a Broadway tour, a local play, the Colorado Symphony, or a jazz set at Dazzle. It’s one of the largest performing arts centers in the country and feels like a cultural candy shop—there’s always something fun and inspiring happening.

For food, we’d definitely hit Alma Fonda Fina—my current favorite for modern Mexican (and now Michelin-recognized). We’d also make time for classic dim sum on Federal Blvd, and wrap up the night with cocktails at Death & Co in the Ramble Hotel—arguably one of the best cocktail bars in the city.

If our timing lined up, we’d explore First Friday in RiNo for gallery hopping and street art, or catch a concert under the stars at Red Rocks Amphitheatre—a surreal and unforgettable experience that perfectly captures the spirit of Colorado.

To me, Denver’s magic isn’t just in the mountains—it’s in the stories being told here, the art being made, and the people who show up to support it. That’s the version of the city I love to share—knowing that the breathtaking hikes and alpine adventures are always just a short drive away.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Absolutely. Building a business is never a solo journey, and I’ve been lucky to have incredible people in my corner along the way. One person who deserves a special shoutout is Megan Bent, founder of Harbinger Ventures. She believed in our mission early on and has been a consistent source of support—not just financially, but emotionally and strategically. Megan has a rare combination of sharp business instincts and genuine heart. She’s the kind of person who asks the hard questions, lifts you up when you need it most, and reminds you why you started. I’m especially grateful to her for always believing in me—even during the moments I didn’t believe in myself.

Website: https://www.freshmonster.com

Instagram: https://www.instagram.com/freshmonster/

Linkedin: https://www.linkedin.com/in/irena-todd/

Image Credits
“Irena Todd next to Fresh Monster products” Photo by Esther Lee Leach