Raised Mormon, Hannah Perry followed the path expected of her. After graduating college, she didn’t join the workforce alongside her classmates. Instead, she married and had children. “This is what you’re supposed to be as a woman,” Hannah says she was taught.
Her life appeared idyllic on the surface, but underneath, she felt like something was missing. “I knew I was gay. I was a late bloomer for sure,” Hannah says. After coming to terms with her feelings, she prepared to start over, faced with finding a way to support herself and her family. “It was the darkest, scariest time of my life,” she says. “But there was a light at the end of the tunnel, and I’m there now.”
In her words, Hannah shares how she overcame challenges to build her own thriving business. Hear her story of growing Floof Cotton Candy from an idea into a celeb-favorite confection brand.
Name: Hannah Perry
My business: Floof Cotton Candy
Products: Cotton candy cakes
Year founded: 2020
Based in: Auburn, California
Why I started my business:
I knew that I was getting separated, and I had a certain amount of time to make money, provide for my family, and hopefully stay in my home.I was really trying to find something I could do where I was with my kids full time and somehow still work.
I was so motivated to work so hard. I’ve always been like that. I put myself through college. I never took out a loan. Most of the time I had two jobs. I’ve always had side hustles.
Thirteen years ago, there was a seed that was planted of wanting to start a cotton candy company. And it was just like this crazy dream, but I thought at the time, “I can never do that.”
My thoughts with the cotton candy stuff was [to open] a cart. I could do the cart at events and be a weekend warrior because that’s when I have childcare.
The early days of my business:
I built the first cart out of a jogging stroller and with a wood box to sit on its frame.
I was making cotton candy tubs and experimenting with my own sugar bases because I wanted it to be really specialty and extra. I’d put my kids to bed, and 8 p.m. to midnight were my hours for mixing sugars and trying flavors. I was getting my name out there, and doing local pickups for friends. I would bring all these flavors to people at my running club to try and get their opinions.
During the early stages, I was also training for a 50 kilometer ultra run. I don’t know how I did it all while I was going through a separation.
It’s hard to remember the emotions I was feeling so early on in the stages. I remember it being exciting and a break from the chaos of my life. I felt like I was being productive. And even though I wasn’t making money [yet], I was doing my own thing. I wasn’t thinking this cotton candy was going to be a real job.
Developing my signature product:
I remember turning over a deli container tub [filled with cotton candy], taking it out, and it looking like this little cake because it was all compact. I put a candle on the top, but I hadn’t cut it or anything. I just thought it was so cute.
I then tried to find a bigger sort of deli style container. I had this Costco-sized cottage cheese container from my mom. I made what I usually make in this bigger container, and I remember flipping it over and thinking, “I just created the coolest thing ever.”
I knew then that my business was taking a turn and it was going to be focused on these cakes. I was so confident in that moment that this was it. It was a pivotal time.
Getting my big break:
I was sick of explaining how to care for your cake, so I put together this little instructional video.
The video wasn’t meant for everyone—it was meant for the people who ordered a cake. So it was a huge surprise when it went viral on TikTok. The amount of comments and emails from people wanting one was insane.
At this point, I was experimenting with shipping, but most of it was just local. I didn’t have a shipping setup on my store yet—it was all through email. It was madness. I felt so overwhelmed and so excited all at the same time.
It was crazy, but I couldn’t stop. I knew that this was my time and that trends can burn out. And it was hot right now and I didn’t want to lose that opportunity.
Biggest celeb encounter:
It was midnight and I got an email. It was from Charlize Theron’s house manager. She said, “Her son saw your cakes on TikTok and just loves them. He has a food allergy, so this is absolutely perfect for him. We know that you’re sold out, but I’m really wondering if we can make this work, if you could send us a cake.”
And it hit me so hard that I had built a business where people really wanted this and it was sold out. I remember sitting on a stoop and crying and finally, for maybe the first time, feeling like I was so proud of myself.
The most challenging part of becoming an entrepreneur:
With the business side of things, it was completely overwhelming. I had never taken any sort of business classes. It was not my thing and not my strength. And I think that is exactly what stops people from starting their business.
Now that I had this product and people wanted it, it came along with so much other boring stuff. I had done the fun part and now I had to deal with the numbers.
In the beginning, my list was so insanely long. There was just no way of getting through it every day. You’re raising babies and trying to just get through, make product, and somehow you’re supposed to call the state tax franchise board for your seller’s permit number.
My favorite part of running my business:
I love my cotton candy cart. It’s not my main source of income, but I love having it because events are where I started and I find so much joy being out in the community, being at weddings, and meeting people. Being around people gives me energy. It’s just magical.
When it all clicked for me:
Before I got the keys [to my commercial space], there was so much fear and intense energy. I was really nervous moving in. Once I got the keys and opened the door, I had this feeling like it was all going to work out. As I’ve grown and found myself through these last few years, and with Floof, I listen to those feelings now, because I can trust them. I really felt so excited and ready, even though there was a lot of turmoil before. I’m like, “This was the right decision. This is it. I’m going to grow here.”
My most-used marketing channel:
I did get on the TikTok train early on. I had this feeling like it’s the best way for your content to grow organically. When I started on TikTok, it was still about girls learning dances and stuff. But I was seeing other small business owners really thrive there. So I was like, I’m going to start posting videos. I wanted people to know about it, but I still wasn’t ready to go viral and be shipping yet.
I actually love making content now. I found a lot of joy in sharing my story and my experiences and what’s going on in the Floof kitchen.
Making the switch to Shopify:
I was using Wix before, and it was really easy to build the website, but I needed to have a website that could handle more. A lot of people were talking about Shopify.
It’s tricky to shift your whole business but it was crucial to do because I really needed more from my website. I remember having to transfer my URL, my DNS. There were some things like that that you had to switch over to then move your store. When I was ready to transfer from Wix, it was pretty smooth.
Shopify really just made my business feel more professional, and it saves me a lot of time in communicating with customers.
My top Shopify apps:
I was able to get a form builder on my website so people could write down all of the details of their event. There was so much less communication back and forth because they gave me all the information. Having a delivery date app where customers could pick a delivery date was also huge.
Best customer feedback:
It gets me every time when a mom writes and says, “My kid can’t have gluten and eggs. They haven’t had a birthday cake in years and they absolutely loved it.” Seeing the videos and the excitement on people’s faces, it still shocks me and hits my heart. I will never get sick of seeing that.
What’s next:
My business is thriving and growing. I started in a little kitchen nook and now I’m moving into a commercial kitchen with a storefront attached.
My dream for my business is for Floof to be a household name. I want this to be a common thing that you have at a party. I think with more and more people having food allergies, there needs to be a product like that out here. I want everyone to know about it.
I also want to get to a place where the business can run without giving so much of my time and myself. I would love to get to the place where I can spend more time relaxing. I don’t quite remember what that’s like.
The advice I’d give to other entrepreneurs:
If you have in your soul this art that you want to share and this idea that you know could be good, really go for it. Know that it’s going to be a lot of work, but there is so much strength and freedom in doing your own thing and being able to put your heart and soul into something. It will change your life, your personal life, your relationships. It is not an easy road, but it is so worth it.
Note: This interview has been condensed and edited for length and clarity.