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Steph Claire Smith on Keep It Cleaner, Self-Confidence and Branding

By Jordan Michaelides

Steph Claire Smith , is the Co-Founder of powerful fitness and health brand Keep it Cleaner , as well as fashion brands Soda Shades and Midnight Co. Steph is also the Co-Host of the KIC Podcast, Co-Author of A Girl’s Guide to Kicking Goals, face of Bondi Sands and ambassador for both BABY-G and Bras n Things.

I said in Laura’s episode that both Steph and Laura are like The Rock and Kevin Hart of young female inspiration in Australia. Steph is undoubtedly a Kingmaker and one of the most overlooked marketing talents in business. To create not just Keep It Cleaner, but forge two other brands is a monumental feat, and can only be done if you understand both markets and people.

Steph is an entrepreneur to keep track of over the next few years.

In this episode we covered:

  • Growing up sporty
  • Modelling & confidence
  • Meeting Laura Henshaw
  • Learning from KIC
  • Midnight Co & Soda Shades
  • Work ethic & responsibility

Listen to the episode:

Watch the episode: 


00:46 – Introduction
04:48 – True or False
09:37 – Growing up sporty
12:20 – Modelling & confidence
15:02 – Meeting Laura Henshaw
18:52 – Bizarre casting experiences
24:10 – Learning from KIC as a business
30:46 – Her brands, how it all started
33:33 – Keep It Clean to Keep It Cleaner
35:08 – The beginnings of Midnight Co
37:40 – The story behind Soda Shades
44:08 – Work ethic & responsibility
46:22 – Learning from Gerry, PlaySide Studios
50:48 – Self-confidence & taking compliments
55:00 – What she wish she’s asked in interviews
58:21 – What annoys her on social media
01:01:17 – Starting a family
01:03:50 – What’s in the fridge
01:06:38 – Daily routine
01:09:17 – Best purchase under $200
01:10:17 – If she could have a billboard anywhere