THE MASCOT

In the late 70s, Paul Woelbing asked his dad if there'd ever be a job for him at the family company. His dad said, "No, I don't think so. What would you do?" So Paul went to the East Coast and taught school. Then he came home. Today he co-owns Carma Laboratories, the company behind Carmex, with his brother Eric. Their grandfather invented it during the Depression after losing his job. He picked a name that means nothing and a color that stood out on the shelf. Then he drove the Midwest, giving pharmacies a free dozen with a stamped reorder card. If it doesn't sell, throw it out. If it does, here's the card. That's how it was built. This is how it's been carried: 100% family-owned, no outside investors, by design. One of America's top places to work seven years running. And a co-owner who calls himself the mascot.