“We need competitive intelligence,” her COO, Leo, said, sliding a brochure across the table. The price tag for the software: .

Six weeks later, Glow Biome launched their intimate care line. But instead of crushing Luna & Loam, they were too busy putting out fires. The “wet dog” smell complaints had gone viral. A Reddit user posted Maya’s comparison chart, and it got 5,000 upvotes.

Maya choked on her tea. “We don’t have that. We are the startup they laugh about in boardrooms.”

They couldn’t outspend Glow Biome, but they could outthink them. Maya used to create comparison charts titled “Why does your serum smell weird?”—a direct, legal jab at the Reddit complaints. She posted them to her Instagram Stories.