Meet Dara Erck, the Founder and CEO of SAM+LEO, a teen mental health brand specializing in vegan gummy vitamins. Dara’s journey toward founding SAM+LEO began when she struggled to find clean, supportive vitamins for her son while shopping for sleepaway camp essentials. As a result, she leveraged her experiences in global health to create a solution that would benefit her children and teens everywhere. Dara’s passion for challenging the status quo in teen health and wellness ensures that each product is crafted with care and consideration for mental well-being. As a result, her approach has positively impacted families, offering them the support they need while promoting a message of inclusivity, kindness, and sustainability.
Below, Dara shares the story behind SAM+LEO’s founding, the achievements she’s most proud of, and the advice that has had the biggest impact on her entrepreneurial journey.
Tell us the story behind your company’s founding. How and why did you start working on SAM+LEO?
SAM+LEO was founded out of a passion for improving teen mental health through innovative solutions. As a single mom navigating access to mental health support in rural Colorado, I saw the challenges teens and their families face. I noticed that when you walk down any vitamin aisle, there are kid vitamins and adult vitamins, but no functional vitamins specifically for teens. Our brand offers a line of gummy vitamins designed to support mental wellness, providing an accessible and enjoyable way for teens to incorporate essential nutrients into their daily routine. What sets SAM+LEO apart is our focus on combining high-quality ingredients with a commitment to mental health advocacy. Our mission has evolved to not only provide effective supplements but also to educate and empower teens and their families about mental health.
Dara Erck
What’s one thing you wish you had known before starting SAM+LEO?
The profound impact of building a strong support network early on. Establishing a community before launching a product is crucial, especially in the mental health conversation involving kids and teens. Creating a foundation of trust and loyalty in this space is essential, as it encourages parents to share their vulnerabilities and experiences openly. Engaging with potential customers, mental health professionals, and like-minded advocates allows for invaluable feedback and insights that shape your product development and approach. This network becomes your advocates and ambassadors, helping to spread the word and generate buzz even before your product hits the market. Ultimately, building a community early is not just about marketing. It’s about creating a safe and supportive ecosystem that drives sustained growth and meaningful impact.
Can you provide an example where resilience played a crucial role in overcoming a major obstacle?
When I had to pivot from body care to vitamins for SAM+LEO, it was not due to failure but rather a response to changing life circumstances. I had already invested considerable time and resources into developing the brand, but a mixture of market research, intuition, and bravery led me to make a critical change. Balancing self-reflection and accountability during this time was essential. By viewing the pivot as a strategic evolution rather than a setback, I maintained a growth mindset, which was crucial in navigating this transition.
Shifting from body care to vitamins meant starting over in many ways, but it also opened up new opportunities for growth and impact in the teen mental health space. Despite the initial uncertainty and fear of the unknown, I persevered, leveraging my support network and continuously adapting based on feedback. This resilience not only helped navigate the immediate changes but also laid the foundation for SAM+LEO’s success and our commitment to supporting teen mental health.
We dare you to brag. What achievements are you most proud of?
Winning the Startup Colorado Pitch Competition, being selected as a finalist for the Whole Foods LEAP program, and being recognized as one of Denver’s top 20 startups to watch in 2024. These accomplishments are testament to our innovative approach and commitment to supporting teen mental health. Beyond traditional metrics, I define and measure long-term success by the positive impact we have on our community and the meaningful connections we build with our customers. This definition has evolved over time—prompted by the realization that true success is not just about financial growth but also about making a tangible difference in people’s lives.
What is the advice that has had the biggest impact on your entrepreneurial journey?
Prioritize ruthlessly. Every day, I create a to-do list and focus on high-impact tasks that drive my business forward, while learning to delegate or delay the rest. In the early days, trying to tackle everything myself quickly led to overwhelm.
Dara is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.