From Tech to CPG: Lessons from Leah Winberg and Chipped Social's Journey
Leah Winberg, Founder of Chipped Social
Q: Winny, tell us about yourself, your business and what you're passionate about?
A: Hi, I’m Winny, the founder of Chipped Social! Chipped is a full-stack brand that merges beauty and technology through NFC-enabled press-on nails. I’m passionate about creating products that make everyday interactions more fun, seamless, and iconic, especially for women who want to connect and stand out. My background in tech and fashion gave me a unique perspective to reimagine digital identity in a way that’s playful and approachable. I never planned to start a company, but Chipped was born from a need to make sharing socials easier and to celebrate self-expression in style while making tech hot and accessible.
Q: You have such a fun, innovative product. Why did you create Chipped and what type of audience/customer base are you serving?
A: I created Chipped because I was tired of awkwardly spelling out my socials at events. I saw girls using microchips in their acrylic nails on TikTok, but the DIY process was complicated and inaccessible. I thought: What if this could be easy, fun, and ready to wear? So I set out to build a product that makes NFC technology fun, intuitive, and fashionable.
Our audience is primarily Gen Z and millennial women, we’re big with sororities, students, content creators, and girls in tech. These are people who want to express themselves, stand out in a crowd, and make meaningful connections in a way that feels natural, not cringe. Chipped speaks to the modern internet it girl.
Q: You’re new to the CPG space. What are some things you’ve learned recently while embarking on your journey? Is there anything you wish you would have done differently?
A: Entering the CPG space has been a whirlwind—it's an entirely different world from tech, we’ve even been kicked out of a few CPG groups because what we’re building isnt considered CPG. I’ve learned that packaging, margins, and logistics are everything. When we launched, I underestimated how important presentation is in retail, both online and offline. Simple things like better packaging that shows off the product can make all the difference.
One thing I wish I had done differently? I’d invest earlier in clear messaging and content that resonates with our audience. I’ve also realized the power of working with trusted retail channels and communities to grow visibility, so much of this space relies on brand trust. Also always order less, stick to MOQs and go from there.
Q: How do you plan to scale Chipped? What does the future look like for the brand?
A: Scaling Chipped is all about building on what’s working: brand loyalty, community, and accessible technology. Over the next two years, we’re doubling down on university activations, influencer partnerships, and expanding our product lines.
We’re planning subscription services for seasonal nail drops and continuing collaborations with iconic brands, creators, and artists. The future of Chipped lies in blending beauty and tech seamlessly, making digital identity part of your everyday style. Think loyalty rewards for connections, in-app gamification, and even IRL activations like vending machines for free nails on campuses.
We’re on track to make Chipped the go-to accessory for a new generation of women who want fashion, function, and fun in one.
Q: What type of challenges have you faced so far as a young female founder? Are there any challenges that have been surprising or totally unexpected?
A: One of the biggest challenges has been proving that Chipped is more than just a “fun” idea—it’s a scalable, innovative business. As a young female founder, I’ve faced skepticism, particularly when pitching to investors who aren’t our target audience. They don’t always “get it” right away, but I’ve learned to lean into our community and data to show the demand and potential.
Another unexpected challenge is burnout, building a brand is exciting, but it’s also relentless. There’s so much pressure to do it all perfectly, and I’ve had to remind myself that it’s a journey, not a sprint. But the most rewarding part is seeing Chipped resonate with women everywhere girls who feel seen, celebrated, and excited to share their story in a way that’s so them.