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Shop: doctorsremedy.com (nail polish, foot care, biotin gummies, treatments)

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Philosophy: “A strong foundation is how you rise.”—Whether it’s your nails, your family, or your business.

What do you do when your husband, a podiatrist, pitches you on a nail polish company while you’re juggling three kids and a demanding freelance career in New York media?

In this episode, Karen sits down with Rachel Bacheler, founder and CEO of Doctors Remedy, a doctor-formulated nail and foot care brand. Rachel spent over a decade as a writer and producer for networks like MSNBC, ABC, Lifetime, and BBC America, writing promotional copy, movie trailers, and “coming up next” segments. She was good at it, she was busy, and she was exhausted. Then her husband, Adam, a podiatrist, approached her with an idea in 2004. It would take three years to develop. By 2007, Doctors Remedy launched with five colors of nail polish. Today, nearly 20 years later, Rachel runs a thriving all-women team, serves thousands of doctors’ offices across the country, and has expanded globally to Europe, Australia, Canada, and Honduras.

The Pivot Nobody Plans For

Rachel didn’t dream of starting a business. She was content in media—until she wasn’t. Freelancing in Manhattan meant 5 a.m. calls for Good Morning America, mid-morning dash to ABC, afternoon pivots to Lifetime. She was a hamster on a wheel, at the whim of when networks needed her. No autonomy. No control. No time. When Doctors Remedy started gaining traction, Rachel faced a choice: keep juggling two jobs and three kids (ages 3, 7, and 10), or commit fully to one. She chose the company. Why? Because I knew I’d be a better version of myself—and a better mom—if I gave something up.

That decision proved pivotal. She brought something the podiatrists couldn’t: market intuition, branding strategy, and feminine perspective. She named colors, shaped the brand voice, and understood the audience. What started as “loose feedback” became a full partnership.

Doctor-Formulated Doesn’t Mean “Stripped”

Here’s what makes Doctors Remedy different from every other “clean” nail polish: In 2004-2005, removing toxins from nail polish was innovative. By the time DR launched, it was a crowded market. So Rachel and her team pivoted the narrative: We don’t just remove bad things. We add beneficial things. 24-free (free of 24 major toxins) is standard.

But Doctors Remedy nails include:

• Biotin (nail strengthening)
• Wheat protein (structural support)
• Vitamins (nourishment)

It’s not just “less harmful”—it’s actually building your nails. This is why podiatrists recommend it: it’s medicine disguised as polish.

The Dual-Market Strategy

Rachel learned early: her markets were different, but overlapping. • Doctor offices: They buy strategically (not all 55 colors), but they need products for nail health, fungal prevention, cuticle care • Consumers: They want nails to look good AND feel confident they’re not poisoning themselves So she markets both angles simultaneously. The result? People who love gel polish still come back to Doctors Remedy when their nails are “brittle and flaking and destroyed.” The recovery products exist for that exact moment.

Recent expansions (within last few years): • Limitless Lotion — foot lotion with CBD, arnica, magnesium for arthritis and neuropathy • Nourish Nail Serum — cuticle oil with FDA-approved medicinal ingredient • Foot Powder — preventative for dark, moist shoe environments • Biotin Gummies — purple carrot juice, tasty enough to take daily • Ridge Repair Primer — smooths ridges, works alone or under polish • Matte Top Coat — invisible for men, has bamboo extract for strengthening She even serves the male market (men with peeling nails before sandal season). Small details, big inclusivity.

Business Philosophy: Win or Learn

Rachel’s famous line, told to her kids: “It’s not win or lose. It’s win or learn something.”

They’ve had flopped products. They’ve made financial decisions that didn’t pan out. But each one is data, not failure. This mindset lets her take bigger swings (like opening Honduras distribution) without paralysis. The company only took initial investment once. From day one to now, they’ve never had to go back for more capital. They bootstrap, reinvest, and grow deliberately.

Stay in Your Lane

When competitors flooded the “natural nail polish” space, Rachel didn’t chase trends or engage in feature wars. Instead, she pulled her team back: Don’t forget our niche. We’re doctor-formulated, doctor-recommended, ingredient-focused. That’s what we do well. Small business matters too. Call Doctors Remedy’s 800 number? You get one of five people. Not a call center. Not automation. A real team, every day, who genuinely care.

Key Insight: The best product businesses aren’t about chasing what’s trendy. They’re about obsessing over what’s true—what actually works, whom it serves, and why they should trust you. Ready to build something that lasts? This conversation is your blueprint.