What do Billie Eilish’s team, The Lumineers, and leaders in aviation, hospitality, and motorsports have in common? They’re all rallying behind GOB’s revolutionary mycelium earplugs—the world’s first compostable ear protection that combines sustainability with exceptional performance.

As part of the Xooglers in Climate Founder Series, we got the opportunity to interview Lauryn Menard, Founder and CEO of GOB.

Lauryn’s impressive career as an industrial designer spans furniture, footwear, and material innovation, working with iconic brands like Adobe, Apple, Google, Nike, and more.

Read on to discover how Lauryn and GOB are addressing a global waste issue, with biobased materials, and building a brand that resonates with everyone from sustainability advocates to rockstars.

The light bulb moment

Lauryn’s journey began in an unexpected place: a spin class in New York City. Without her usual earplugs, she endured an hour of painfully loud music and left wondering why there wasn’t a more sustainable option.

Earplugs might seem like a small product, but their environmental impact is massive. Every year, 40 billion single-use earplugs are manufactured—mostly from petroleum-based PVC. To put this into perspective, if all the PVC earplugs produced annually were laid end-to-end, they would stretch over 2.4 million miles—enough to circle the Earth nearly 100 times. On top of it, PVC earplugs can take over 500 years to decompose, leaving a trail of environmental harm for generations.

Her background in industrial design, combined with a deep appreciation for nature as an avid mountain runner, set the stage for a breakthrough. Lauryn didn’t just want to create an alternative; she wanted to create a product that could restore the planet.

Beginning with the end: A design ethos for regenerative products

At GOB, design isn’t just about aesthetics or functionality; it’s about responsibility. From the very start, the team embraced a radical approach: beginning with the end. This ethos—thinking about a product's end of life during its creation—sets GOB apart in an industry often preoccupied with launching the next big thing, without considering its long-term impact.

As Lauryn explains, “At the beginning of a design process, you start by thinking about the product's end of life. And for any of you who are a designer, or creative, or just attached to the things you create, you don’t want to think about that when you start imagining this beautiful object or idea. But we decided to take that on as our ethos. And that’s actually how GOB came about—by thinking about what happens after the product’s life cycle is complete.”

Building relationships with new material partners

Creating plant-based earplugs required more than just a great idea—it demanded a revolutionary material. Lauryn turned to Ecovative, a leader in mycelium innovation.

Their mycelium foam, capable of growing to full thickness in just seven days, was the perfect foundation for GOB’s vision. As Lauryn explains: “Mycelium is the root structure of fungi. If you see a mushroom, that's the fruiting body and mycelium is everything that is underground. Fun fact: mycelium is the largest living organism on the planet.”

But using mycelium wasn’t without challenges. Lauryn and her team had to develop proprietary manufacturing techniques to process the material without compromising its natural properties. After extensive trial and error, Gob arrived at a minimalist design—a simple cylinder. Surprisingly, this straightforward shape not only met performance requirements but also resonated with early users for its comfort and effectiveness.

Mycelium is a bio superstar:

**Rapid growth**: It grows to full thickness in just seven days.
**Zero waste**: Its production leaves no harmful byproducts, and unused material can enrich soil health.
**Compostable**: Unlike PVC, mycelium earplugs fully decompose within two months, returning nutrients to the earth.
**Sound-dampening properties:** This makes it ideal for earplugs.

Crafting a rockstar team

Launching a new product requires more than technical expertise—it demands a team of visionaries. Lauryn found her perfect complement in Michael Brand, her co-founder and the company’s "efficiency guru." Michael builds out the backend, from spreadsheets to machines, while she works on the front end—building the brand, the marketing, and the team.

Lauryn also focused on hiring seasoned professionals across design, branding, and business development to bring GOB’s vision to life “I didn’t want an army of interns,” she explains. “I wanted people who have been there, done that, and could move us forward quickly.”

Fundraising with integrity: Staying true to the mission

For many startups, fundraising is a critical but challenging part of the journey. For GOB, securing funding meant not only navigating a tough investment climate but also staying true to its mission.

Lauryn entered the fundraising world fully aware of the odds. "I knew it was going to be a man’s world, and I was prepared for it," she shares. Yet, the reality of the process introduced hurdles she hadn’t anticipated, particularly the sheer volume of conflicting advice from investors.

“If you were to take all of the advice you get and all the feedback you get while fundraising, you would have no more vision.”

— Lauryn Menard, Founder and CEO, GOB

This realization prompted Lauryn to take a step back and reevaluate her approach. She learned to filter feedback, stay grounded in her mission, and move forward with confidence.

“Fundraising is a game,” she says. “You have to get really good at being denied and just know that your vision is worthwhile.”

Learning from customers: The evolution of the MVP

As a designer, Lauryn initially resisted the idea of launching a simple cylindrical earplug. “There’s no way I’m shipping a cylinder,” she recalls thinking. “It’s way too simple. It’s not cute or anything.” But testing with early adopters told a different story. GOB sent out thousands of samples to gather feedback, encouraging people to try the earplugs and share their experiences.

What they discovered? Users loved the simplicity of the cylinder design. “People started saying, ‘This works. This is enough,’” Lauryn explains. The feedback led the team to embrace what they initially viewed as an underwhelming MVP. “Your first product should make you borderline embarrassed,” Lauryn adds. “That was the case for me, but I came to fully believe in it.”

GOB also uncovered massive demand for earplugs as sleep aids. “I cannot tell you how many people have said, ‘My partner snores, and I can’t sleep without earplugs,’” Lauryn shares. Recognizing this demand, the team plans to launch a campaign for National Sleep Month, further tailoring its product to meet customer needs.

A Go-to-Market strategy backed by celebrities

Lauryn’s approach to launching GOB has been as innovative as the product itself. Recognizing the influence of celebrities in driving awareness, she forged partnerships with artists like Billie Eilish’s team and The Lumineers.

Her strategy? Build genuine relationships by aligning Gob’s sustainability mission with the values of her partners.

“We started with music industry because one, it's this Trojan horse for marketing. It's where people discover a lot of new brands. Right? It's where Liquid Death took off, for example. So we decided that we would start by talking to artists, artist managers, venue owners, and just started talking to every single person we could. And we discovered that the people who have the ability to make purchasing decisions are the artist and the venue. They control everything. And so by getting artists, artists excited and getting their endorsement, we are able for them to say every show they play, they want GOB at the arena.”

She collaborated with venue managers and tour teams to make her earplugs accessible at concerts through sleek vending machines, dubbed “green machines.”

“Artists like Billie Eilish care deeply about sustainability,” Lauryn notes. “When we connect with their teams, it’s not just about selling a product—it’s about amplifying a shared mission.”

The road ahead

GOB’s tagline: “We can’t protect you from yourself, but we can protect your ____” captures their broader vision.

"Right now, we’re protecting hearing," Lauryn says. "But in the future, it could be skin or other areas of personal wellness." Their roadmap includes expanding into single-use regenerative products, like SPF solutions with water-dissolving packaging, ensuring every product they create replaces a harmful conventional alternative.

Lauryn emphasizes the importance of creating what she calls a "purple brand"—one that transcends niches and appeals to the masses.

“We’re not just a climate warrior company. If GOB is to reach its full potential, we need to connect with everyone, from NASCAR fans to environmental activists.”

— Lauryn Menard

Word of wisdom

Her advice for aspiring founders? Combine your passions with your skills to tackle meaningful problems. As Lauryn says, “The climate space needs people who can bring their unique expertise to the table. You don’t need to reinvent yourself—just apply what you know to something that matters.

Learn more and pre-order GOB’s mycelium-based earplugs at gob.earth.

Designing with the end in mind.