In this first part of this Feature, we interview Alastair Dorward, CEO of OLIKA. At Olika, Alastair and his team are reinventing the use of hand sanitizer.    As the pandemic has evolved throughout the year, hand sanitizers have grown more critical in our day to day lives. At OLIKA, they’re reimagining and redesigning "hand-sanitizers" from a commodity to a product that sits at the intersection of beauty and hygiene.   Aside from its effective use of sanitizing your hands, OLIKA’s hand sanitizer formula is made with other ingredients that benefit the skin, such as aloe vera, which helps to moisturize your hands. Built with a clip-on top, anyone could clip the cute bottle onto your jeans for on the go ease.   With OLIKA, you are purchasing a tool that will help protect you from germs and microbes, as well as a product that has a beautifully designed minimalist look.   In Part 1, Alastair discusses Reinventing hand sanitizer; Having a hand sanitizer company during the pandemic; Alastair’s personal entrepreneurial journey; Creating an opportunity in a category that needs renovation; First thoughts of 2020; Relying on your network and team; Working on your capital; And much more.   Join us while Ramon Vela interviews Alastair for The Story of a Brand, and listen to him share the inside story.   For more on OLIKA, visit: https://olikalife.com/ *   This episode and our entire podcast are brought to you by ATTN Agency. ATTN Agency is a full-funnel growth and performance digital marketing agency with proven strategies to scale and optimize direct to consumer brands through tactical media buying, data-driven analysis, and unrivaled creative services.   If you are looking back on this year wondering what went wrong or what could have gone better, or if you're starting to put together your game plan for 2021, I have one piece of advice: you need to talk to ATTN Agency. I’ve interviewed several of their clients, and I can say that they are the best in the business. ATTN represents some of the fastest-growing direct to consumer brands, delivering month over month results.   Go to https://www.attnagency.com/storyofabrand/ for a comprehensive, no-obligation, 14 point audit of your social, search, shopping, email, and SMS channels.