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Katie: Good day, and welcome to “The Wellness Mama Podcast.” I’m Katie from wellnessmama.com. And at present, we’ll particularly be speaking about wellnesse.com, that’s wellness with an E on the top, which is my line of pure private care merchandise, together with oral care and hair care, and, on this podcast, a few of the future merchandise which can be simply now being introduced.
I’m right here with Emily Blain, who’s our COO at Wellnesse, and who has experience in creating merchandise and getting them to manufacturing. And she or he has been instrumental in scaling these handmade recipes that I’ve been making for over a decade into large-scale manufacturing that we will get into your own home. She has 4 youngsters. So a lot of youngsters concerned within the Wellnesse group. And moreover having a grasp’s diploma in training, she has this nice experience in product growth. She’s additionally an extremely runner, which is unfathomable to me. And she or he grew up on a farm in Kentucky working tobacco, hay, and in an orchard.
And she or he actually delves at present into our sourcing, how we get merchandise and components from…or our components for our merchandise from everywhere in the world, why a few of our components are usually not licensed natural, however why we really selected higher choices than what was accessible as licensed natural, all of our third-party certifications, and what to search for, not simply in our merchandise, however in any client merchandise that you simply’re bringing into your own home. After which we go deep on subjects like oral care, hair care, and the way to decide on merchandise that work along with your physique, not towards it, with the concept what goes on our pores and skin goes into our physique, and how one can not simply keep away from the dangerous stuff, however select great things that nourishes your scalp or your mouth from the surface in as nicely. And we additionally go deep on packaging since you guys have heard me discuss plastic and the issues with plastic earlier than. And so we go deep on why we spend actually 20 instances extra to get environmentally pleasant sugarcane bioplastic as an alternative of standard plastic, and a lot extra. Fascinating episode that could be a deep dive and a glimpse inside Wellnesse, and actually of all pure merchandise and what to search for whenever you’re contemplating bringing merchandise into your own home. I’m personally very grateful for Emily. And I believe you’re actually gonna take pleasure in this episode. So let’s leap in. Emily, welcome.
Emily: Thanks, Katie.
Katie: Thanks for being right here. I believe that is gonna be a very enjoyable dialog to get to delve into the world of pure private care merchandise, and particularly with Wellnesse, as a result of I discuss them on the podcast so much, however I’ve by no means actually deep-dived into every part that goes into that. And I do know till I jumped into this world, I’d purchase issues on the retailer and don’t know the method it took to get these issues there, and that course of is much more so whenever you’re speaking about pure merchandise and really, very particular sourcing. So for these individuals who aren’t conversant in you, you’re the COO of Wellnesse, which is our private care model. You retain us all on observe and with out you I’d be totally misplaced. So I’m excited to have your experience right here at present. Earlier than we leap into that world although, like, I all the time love to only discuss random info about individuals, and I do know from figuring out you that you’re an extremely runner, which appears incomprehensible to me, however I’ve in my notes that you simply ran 50 miles like at one time. You probably did this in, like, a span of time with out sleeping in between?
Emily: Sure, I did all of it in at some point in about 11 hours. And it’s path working, so it’s out within the woods. And I discover that the additional you run, you simply form of get into this zone and I discover whole peace after so many hours on the market on my own. And in order that’s the draw for me. If the run is simply too quick, I can’t attain that time. So, yeah, that’s my longest distance so far is 50 miles.
Katie: That’s wonderful. I’m impressed, as a result of for me, like, my favourite distance to run is like 100 meters, so I’m impressed that you simply went up to now. And for lots of the mothers listening, you’re additionally a mother of 4. So that you do that. Now you could have a one-year-old child and also you’re nonetheless engaging in that which is simply unimaginable to me. So main kudos to you.
Emily: Thanks.
Katie: Nicely, there’s so many instructions I wanna go when speaking about Wellnesse, and I believe a whole lot of the individuals listening are conversant in Wellnesse or have purchased our merchandise earlier than. However like I stated, I’ve by no means actually defined every part that goes into really making these merchandise. And in some methods, this world even higher than I do at this level since you’re on the bottom, on the cellphone with all these components that we’re sourcing from all these totally different locations. And I do know we’ve had an uphill battle with all of the delays and simply issues which can be occurring proper now on this planet and also you’ve managed all of that. So I believe to start out broad, let’s speak slightly bit about product growth and form of all of the steps that go into that, as a result of these are merchandise that I’ve had DIY variations on my website for years, and now, these can be found publicly, and that has not been a straightforward course of to get one thing from a glass mason jar in my kitchen to a squeezable tube of toothpaste, as an example. So for individuals who aren’t acquainted, speak slightly bit in regards to the product growth world and all of the steps that go into that.
Emily: Certain, sure. So product growth is my favourite a part of e-commerce as a result of it’s that bodily product, so you possibly can really see and maintain your work, all of that work that takes months and months. And so mainly, it’s a number of steps. We did begin out along with your recipes that you simply made within the kitchen and we’ve got to take these to scale. We supply our components globally from everywhere in the world. In order that being stated, if we all know we wish inexperienced tea in our toothpaste, we don’t simply, , discover the primary inexperienced tea and go together with it. Every of our components are very fastidiously sourced and vetted to make it possible for they meet the entire requirements that you’ve set for your self, your loved ones, and your viewers. So sourcing particular person components, after which we’ve got to discover a producer who may also help us to take that enormous scale. So that you’ve made it in a small batch in your kitchen and we’ve got to make very, very massive batches. We’ve got to undergo stability testing, in fact. All of those merchandise must have a shelf-life. So we’ve got to know that it’s not gonna, , find yourself rancid or separate or do something like that. Stability testing might be wherever from 6 to eight to 12 weeks. If it doesn’t go nicely, we go all the way in which again to the start, again to the drafting board and attempt to determine that out.
Outdoors of that, we’ve got to search out packaging. It needs to be packaging that’s sustainable, that agrees with our message, after which we’ve got to supply that. And naturally, as you talked about, sourcing has been an actual drawback for lots of producers, simply the character of our world proper now. And sourcing might be our largest problem and the largest bottleneck, and that hurts our timeframe for certain. And yeah, after that, it’s simply placing all of these items collectively, getting the entire elements to the producer, and at last having that completed product in hand.
Katie: Yeah, and also you make it appear straightforward, but it surely does take months often if no more to go from… And I do know I had like a whole lot of iterations in my kitchen after which handed it off to you after which all of it needed to occur in a lab. And to stay with these standards, such as you talked about, I do know I didn’t make that a straightforward job with, like, form of obscure components and having to vet issues from totally different international locations, such as you stated, and all this sourcing.
In terms of the sourcing, one factor I wanna be certain that we discuss is…as a result of I speak so much on the weblog about consuming natural and avoiding pesticides every time doable. And never each single ingredient in our formulation is licensed natural and our formulation proper now are usually not licensed natural. And I believe it’s vital to clarify to individuals why and form of what goes into this course of, as a result of I’ve realized we’ve form of in a whole lot of methods gone past natural. The truth that it’s not licensed natural doesn’t imply that we’re not being very cautious about vetting and sourcing these merchandise, however… I do know you possibly can converse to this on the product world. However there are some components that by their nature can’t be licensed natural, as an example, or ones that we will, as an example, confirm that they have been grown in a sure method, or be certain that they don’t have chemical compounds in them however they won’t carry an natural certification. So are you able to simply discuss that perhaps in relation to a few of our components and what that course of appears to be like like?
Emily: Certain, yeah. So a whole lot of the components that we supply are wild-harvested. And what which means is in lots of elements of the world, they’ll exit and harvest sure issues similar to elderberries, and they’re simply wild-harvested in nature. And a whole lot of instances, if the components are licensed natural they usually’re grown on a farm specifically international locations, you don’t know the labor situations for individuals there. And so wild-harvested is definitely a safer wager as a result of when you’re working straight with the producer or that supply, the situations of the labor. So not every part is licensed natural for that purpose. And we do supply globally. So some issues might be grown organically within the U.S. however not in different places, however we like that supply higher. It’s gonna be a purer supply and that plant grows extra naturally there.
Katie: Yeah, that is smart. I believe that was actually vital. I wished to ensure we actually clarify that, simply because… Like ensuring issues… Like, you talked about the vital situations that they’re raised in a sustainable method, that they’re not gonna be sprayed with chemical compounds, but in addition that the labor is sustainable. And I do know we’ve been very cautious about sourcing that and verifying with each ingredient. And in reality, that form of segues into one other factor, which is we’ve got a number of certifications to make it possible for each stage of that course of has been vetted and that we’re being each environmentally pleasant, non-toxic to our customers, and utilizing protected labor and make it possible for everybody all over the place alongside the road is handled ethically, which does make issues costlier. However are you able to form of speak slightly bit about our certifications from B Corp to EWG and Leaping Bunny and why we went by that course of with every of them?
Emily: Completely. So that could be a labor of affection for certain. Lots of people…we exit and we store and we don’t have time to take a look at each ingredient on the again of the package deal to make it possible for it’s protected for us and for our households to make use of or eat. And so, we wish to lean on these totally different certifications that agree with our rules and values. So EWG, which is the Environmental Working Group, their huge factor is they’re actually good at preventing outdated laws. And they also set requirements for actually wholesome agricultural practices. That’s in all probability their primary objective, ensuring that the way in which that totally different components are produced is protected for the surroundings and likewise acceptable for customers as nicely.
So we’re EWG-certified, and, as you talked about, we even have our Leaping Bunny certification, which is cruelty-free. We don’t take a look at on animals, so which means our particular person components are usually not examined on animals and our completed merchandise are usually not examined on animals. After which lastly, we’re B-Corp-certified, which might be one among my favourite. It has so much to do with public transparency and ensuring that every part, our whole enterprise, the way in which that it impacts staff and customers and group and the surroundings, is all simply aligned and really clear. And so simply very environmentally aware. That’s our focus from begin to end. And to have all three of these certifications for our merchandise is large. That’s a whole lot of work and it simply speaks volumes about our merchandise.
And another factor I wanna point out. We’re making a bar of cleaning soap, a physique bar, and we’re utilizing a palm oil. And lots of people hear that they usually simply cringe, as a result of we’ve heard that utilizing palm oil results in deforestation of the rainforest. We’re really working with a sustainable palm oil farm, and the rationale that we selected that route we love palm oil and the way in which that it may be used. And now, as a result of coconut oil is so wildly fashionable, we’re discovering that the way in which that it’s sourced is definitely unethical. In lots of elements of the world they’re utilizing totally different monkeys to supply coconut oil. And so now by utilizing this sustainable palm oil farm, we all know the situations that the employees have and it makes us really feel higher, so we will safely use palm oil in our merchandise now, which is fairly wonderful to have that form of element. That form of granular element on our components is admittedly superior.
Katie: I’m so glad you introduced that up, too, as a result of it’s great that we’ve got consciousness, such as you talked about, about deforestation that occurs with sure sorts of the way in which that palm oil is sourced. However now, such as you stated, particularly with third-party verification of all of this, we’re in a position to make it possible for none of our components are violating any of these issues and to sustainably and ethically supply them, which I do know we take a look at these standards for each single ingredient. And the wonderful thing about these certifications…I imply, we’re tremendous grateful to have them and I believe they’re superior, however these don’t simply apply to Wellnessee. That was one other factor I wished to ensure we introduced up is, as a client, any product you purchase, you possibly can search for these certifications.
And I do know from having gone by actually a whole lot of hours of the verification for the B Corp, that was in all probability probably the most intense certification I’ve ever seen. They wished to see documentation on each ingredient, on our sourcing, on our remaining merchandise, on our staff and the way our staff are handled, and can we all do group service in our free time and can we care about our native communities. I imply, they went with a fine-tooth comb by so many layers, which is superior. And so now, having gone by that, I’m much more respectful once I see different firms which have these certifications as a result of I do know simply how a lot… And like, really it’s a must to get verification or documentation of every part. In order that I really feel like these certifications carry a whole lot of weight.
And with EWG as nicely…a whole lot of listeners may be conversant in them for his or her Pores and skin Deep database, which I’ll put within the present notes for you guys. You possibly can put merchandise in there. You can too put components in there. And so after we’re formulating, we’re all the person components to ensure they’ve mainly a inexperienced score in EWG, which suggests there’s not any documented causes of human hurt from these components. As a result of I didn’t notice for a few years till I began researching this, there are such a lot of components in private care merchandise that aren’t examined or confirmed to be protected in people, even merchandise which can be used on infants, upwards of 100,000 chemical compounds now, lots of which aren’t examined for security.
And we all know that even new child infants, after we take a look at wire blood, they’ve a whole lot of chemical compounds now of their wire blood the day they’re born. And the placenta blocks so many chemical compounds that in all probability are within the mother’s physique. And so we all know that there’s this widespread use of all these chemical compounds, that they’re increase within the physique. And so EWG for us and for any firm, or for any product you’re shopping for, is a strategy to look by and see if it has any potential hurt for your self, to your children, for your loved ones.
However let’s discuss that in a extra particular sense now, as a result of I do know we’ve gone by this course of with each ingredient. And each time we convey a brand new product up, it’s the entire course of once more to ensure each ingredient is unhazardous and sustainable and moral. And we’ve undoubtedly picked some hard-to-find-and-source and slightly bit obscure components that aren’t in a whole lot of merchandise. So perhaps you’re beginning with the toothpaste as a result of that’s form of our cornerstone product. I’ve, like, been delving into that world for over a decade now. We supply issues… Like as an example, let’s discuss hydroxyapatite, which is I believe perhaps one thing lots of people aren’t essentially conversant in. I wasn’t till I form of did a deep analysis into remineralization and, like, the pH and oral microbiome within the mouth, which I can speak slightly bit about in a minute. However are you able to speak in regards to the sourcing of form of the person components within the toothpaste, and particularly perhaps hydroxyapatite?
Emily: Completely. So our hydroxyapatite is mined. It’s ethically mined in France. That’s the place all of it comes from proper now so long as we will. And once more, that’s one other factor that typically holds up manufacturing is getting that over right here and getting it over right here safely. It remineralizes enamel and it replaces all of these misplaced minerals, similar to calcium and phosphates, that you simply’re going to lose naturally simply by consuming and acidic meals and micro organism that dwell in your mouth. And you’ve got little teeny cracks and crevices in your enamel simply naturally from consuming and dwelling. And so hydroxyapatite really…the calcium…ours is named nano-hydroxyapatite which suggests teeny tiny particles, and people get into the cracks of the enamel and mimic pure enamel and fill in all of these cracks. And lots of people, a whole lot of our prospects, will ask how lengthy does it take for that to happen? Is it after so many weeks of utilizing your tooth toothpaste or so many months? And the reply isn’t any. It could possibly occur inside 10 minutes, it begins to fill in these little cracks and crevices. So it’s an extremely wonderful ingredient. We’re very excited to have it in our toothpaste.
Katie: Yeah, precisely. And I believe that’s the factor lots of people don’t notice. One factor that does set us aside is slightly totally different is as a result of we use hydroxyapatite and never fluoride, which we will discuss in a minute, and since it’s a pure mineral that mimics the physique’s personal…what substances that we’re utilizing it’s what really our enamel are product of and our enamel is product of. In contrast to common toothpaste, you don’t must be so cautious about spitting it out. Actually, you possibly can really go away these minerals on the enamel. So once I use our toothpaste, I spit however I don’t, like, rinse my mouth out as a result of I really need these minerals to remain on my enamel, particularly whereas I’m sleeping.
And the rationale you see these labels on common toothpaste about, , don’t ingest greater than a pea-sized quantity, like, rinse your mouth out is as a result of there are compounds in that that in bigger than slightly dose might be actually, actually, actually harmful. I believe again to when my oldest children have been toddlers, I used to be at a pal’s home and he or she freaked out as a result of she thought her toddler had eaten a complete tube of toothpaste and he or she known as poison management, and this was standard toothpaste, they usually stated, “Nicely, mainly if… I imply, we will take her in, but when a toddler’s ingested that a lot fluoride, like, there’s not a lot we will do as a result of it’s tremendous poisonous.” And that is one thing that’s on most individuals’s toilet counters.
And in order that was a purpose I knew…really one of many causes I began formulating and making my very own toothpaste years and years in the past is again then there have been no choices that have been fluoride-free, and in the event that they have been, they really made your enamel really feel yellow due to issues like glycerin which is utilized in a whole lot of pure toothpaste, which we’ve gone to excessive lengths to keep away from utilizing in ours as a result of it blocks that mineral course of. So simply the way you talked about hydroxyapatite provides these minerals again to the enamel. Glycerin really can coat the enamel and preserve that course of from occurring for wherever from half-hour to hours. We don’t really know the way lengthy it blocks the minerals and it disrupts that pure course of, as a result of our saliva naturally ought to have minerals in it. Loads of us, if we’re not consuming a nutrient-rich eating regimen, might not have already got that many minerals in our saliva to start with. So the hydroxyapatite helps form of add these minerals proper straight within the mouth the place you want them. However glycerin would form of undo the entire level of that by retaining your enamel from having the ability to take in them within the first place.
However let’s discuss a few of the different issues with common toothpaste, as a result of I do know you’ve seen the sourcing of all of this as we’ve been concerned with these producers. And folks have in all probability seen a few of the data about common toothpaste containing fluoride, as an example. Additionally, microplastics, that was a giant factor that got here out a few years in the past was discovering microbeads of plastic in toothpaste, every kind of sweeteners that you simply undoubtedly wouldn’t wanna eat and I don’t need in my children’ mouths. However let’s form of evaluate and distinction pure toothpaste, like ours to traditional toothpaste, and a few of these issues to concentrate on.
Emily: Undoubtedly. And pure toothpaste is, , the buzzword. What all of them wanna placed on their labels is fluoride-free. And also you stated it and I’m simply gonna say it once more. So many pure toothpastes have glycerin in them, and we see it time and time once more with a whole lot of the large names. So glycerin, for these of you who might not know, it form of creates a coating in your enamel. It’s comprised of GMO vegetable oils. And it makes you are feeling good, as a result of whenever you rub your tongue throughout your enamel it feels very easy. And you then assume, “Oh, it feels so easy. Now my enamel are clear.” However as a result of you could have that movie in your enamel, as you stated, Katie, the minerals out of your saliva can’t get to your enamel to remineralize them. And likewise, that movie attracts plaque. So it’s really doing the other of what you need it to do. So sure, a whole lot of pure toothpastes are fluoride-free, however they’ve glycerin they usually have added sugars, which in fact, when you’re brushing your enamel, that doesn’t make any sense in any respect. So not even simply standard toothpaste however even pure toothpaste, you wanna learn the label. There are a number of components that lots of them have that we completely don’t, and glycerin is unquestionably one of many huge ones.
Katie: Yeah, and to the touch on fluoride slightly bit extra, as a result of that’s utilized in most standard toothpaste. Such as you talked about, most pure toothpaste avoids it, and the rationale for that’s undoubtedly a controversial matter. However the way in which I form of clarify it’s that they discovered some proof that fluoride may make enamel more durable. Whenever you actually delve into the science although, it additionally may make them extra brittle. So, like, hardness doesn’t essentially straight correlate with not having cavities, and there’s a form of like actually fascinating and convoluted historical past of fluoride and the way it’s a byproduct of different industrial processes after which received added to toothpaste and now to our consuming water, which is a complete separate matter, as a result of to me, that’s like… Even when it labored on the enamel that might be akin to consuming bandaids to repair a reduce. It’s not gonna try this from the within out, however now it’s develop into so extensively used.
And when you take a look at the precise knowledge in PubMed, we all know that fluoride, particularly in sure doses, can really trigger tooth discoloration. It could possibly make enamel extra brittle, but in addition, after we’re speaking about sure doses, it may well trigger neurological issues, individuals expertise pimples, or perioral dermatitis on their mouth from it, pores and skin issues. Like, individuals are likely to react to this. And the rationale I first began researching it once I had thyroid issues was that fluoride mimics sure issues, together with iodine, so it must bind and be utilized by the thyroid, and fluoride can form of disrupt that course of. So whenever you’re placing fluoride in your mouth a number of instances per day, and you then’re attempting to assist your thyroid, it may be counterproductive. In order that’s why we see a whole lot of pure toothpaste avoiding fluoride. However such as you stated, to get the consistency proper and to attempt to preserve enamel easy and all these issues we wish, lots of people substituted in glycerin. And to my data, we’re the primary toothpaste that makes use of hydroxyapatite and avoids glycerin totally, and I do know we went to excessive lengths to have the ability to try this.
Emily: You’re completely proper. We’re the one one which we’ve got discovered up to now that has hydroxyapatite and doesn’t have glycerin. And as you stated, fluoride, , they thought it was good to your enamel and, , it may well really trigger tooth discoloration. You may need seen this. I keep in mind seeing…particularly youngsters as a result of they use an excessive amount of toothpaste and also you’ll see spots on their enamel, and that’s really from fluoride. And, , as you talked about, pimples, different neurological issues. And even when fluoride was actually nice to your enamel, it may solely probably be good to your enamel. So every time it’s in your gums and your tongue and your mouth and it’s working down your throat, that’s all dangerous. Everyone knows how porous our mouth is and the way rapidly issues are absorbed into the bloodstream from the mouth. So even when you stated fluoride is nice to your enamel, good luck getting it in your enamel and nowhere else in your mouth. And as you stated, including it to water makes zero sense. There’s nothing that tells us that fluoride is nice to be ingested. That’s not a good suggestion.
Katie: And one other fascinating factor to consider there’s, such as you stated, it’s not…if we have been speaking about simply the enamel, that might be one factor. However as we all know anyone who’s in into the well being world, no a part of the physique exists in isolation, and that is very true after we’re speaking in regards to the mouth. And we all know that there’s complete books, every part from diet and bodily degeneration on, speaking about how oral well being impacts the well being of the complete physique. And that is why we see sure elevated danger of even issues like coronary heart points and individuals who have gingivitis as an example. Because of this individuals with sure medical situations take antibiotics after they get dental work, as a result of anytime you’re disrupting that oral microbiome and crossing that barrier within the mouth, you could have potential downstream results all through the complete physique, together with within the intestine, together with within the coronary heart tissue. And that is why teething is definitely an immune occasion.
For any mothers who’re listening, that when infants’ enamel first break, you’re having a meld of the oral microbiome and the interior surroundings of the physique, usually for the primary time, and that’s why they’ll expertise an immune response and have the drooling, that, like, delicate fever, even a few of the, like, sinus signs. It’s as a result of there’s an immune course of occurring. And so, figuring out that, it’s vital to concentrate on that in what we put in our mouth. And so we’ve been actually aware in creating these merchandise to not put any oral microbiome disrupting components and to bear in mind that basically delicate and wonderful course of, as a result of the mouth is definitely not a bacteria-free surroundings, and, identical to our intestine, it wants optimistic micro organism. And so that you don’t really wish to like over-sanitize the mouth by utilizing one thing like alcohol-based mouthwash on a regular basis and attempting to kill all the nice micro organism.
We’ve had dentists on this podcast earlier than who talked about there’s virtually form of a steadiness between the gingivitis and the Strep Mutans micro organism that causes cavities. And the nice steadiness is when you could have the best good micro organism within the mouth and also you’re supporting it, but when both finish of that spectrum will get out of steadiness and also you lose any of these good micro organism, that’s when the form of pathogenic dangerous micro organism can get out of steadiness and you then see cavities otherwise you see gingivitis. So a part of EWG verification and our personal sourcing in these components is ensuring that we have been utilizing issues like inexperienced tea you talked about that naturally assist the oral microbiome that assist goal the dangerous micro organism with out disrupting the entire oral microbiome. And I’ll put some hyperlinks within the present notes to blogposts on Wellness Mama as nicely that discuss how one can even compound the advantages of our toothpaste by the way you eat.
And when you’re consuming sufficient fats soluble nutritional vitamins and a nutrient-dense eating regimen and avoiding massive sources of issues like lectins and phytic acid, you possibly can assist your physique in that remineralization course of as a result of that’s the entire premise of something pure, particularly our merchandise, is you wanna work with the physique and never towards it. So we’re cautious to design the merchandise which can be going to work with the physique’s pure pathways to get the impact we wish fairly than attempt to, like, blunt them, like a whole lot of standard merchandise do. And I’d guess lots of people listening are conversant in the idea that what goes in your physique goes in your physique. And EWG talks about this with their Pores and skin Deep database. We all know that almost all really of chemical compounds that go on the pores and skin, within the mouth, within the hair cross into the bloodstream in some type or one other. And this can be a nice purpose to keep away from dangerous chemical compounds in private care merchandise, definitely.
However with Wellnessee, we took this within the different path and realized if what goes on the physique goes within the physique, we will use this to our benefit. And so fairly than simply avoiding the dangerous stuff, how can we put in the great things in order that we’re benefiting the physique by these each day interactions? And that’s why we centered first on toothpaste and haircare as a result of these are issues most individuals use each single day. I spotted I had members of the family and associates who, regardless of consuming natural and dwelling very wholesome lives, have been nonetheless utilizing sure standard shampoo and toothpaste as a result of it received the impact that they wished they usually weren’t prepared to sacrifice how they regarded or how their enamel felt or how their enamel regarded only for the sake of being pure.
So we knew when beginning Wellnessee we needed to create merchandise that didn’t simply work in addition to pure merchandise, they needed to work in addition to standard merchandise and nonetheless preserve that basically strict diploma of sourcing and environmentally pleasant and unhazardous for the physique. And so we form of constructed on this premise of meals for the enamel that you simply’re placing on…you’re placing this in your mouth in order that your physique could make your enamel stronger when you sleep. With haircare, it was how can we, as an alternative of stripping away all of the pure issues in our hair and in our scalp, how can we naturally clear the hair and likewise put optimistic issues in that profit the hair and the scalp? I do know we get opinions about individuals who see their hair getting stronger and thicker, and it’s as a result of we’ve switched that, form of turned it on its head. As an alternative of what most shampoo is, which is detergent… Like I usually say, , your hair isn’t soiled laundry. Don’t use detergent on it. As an alternative of that, we’ve got constructed mainly a hair meals.
So let’s speak in regards to the haircare slightly bit. We’ve got shampoo and conditioner, a number of formulation of every. And identical to the toothpaste, we’ve gone by this actually excessive diploma of sourcing and verification. However I really feel prefer it’s vital to speak in regards to the variations not simply within the formulation, but in addition within the impact and the texture on the hair. As a result of whereas it does get hair really cleaner than most standard merchandise, it feels barely totally different, particularly whenever you’re adjusting since you’re really feeding your hair versus stripping every part out of it. So speak in regards to the sourcing of our haircare slightly bit.
Emily: Completely. In order you stated, most standard shampoos and conditioners comprise sodium lauryl sulfate, SLS, and what that’s doing is it’s stripping the pure oils from the hair follicles and out of your scalp as nicely. And every time it does that, when it takes all these pure oils away, it’s going to trigger breakage, brittle hair, and many frizz, particularly you probably have pure physique in your hair. And so our shampoo incorporates a number of components which can be going to maintain your hair actually delicate, actually clear. and nurture it as you stated. We use avocado butter and that truly protects towards UV rays within the solar, as a result of everyone knows the harm that solar can do to your hair. We additionally use argan oil, which is sort of a conditioning remedy, and also you’ll see that in a whole lot of normal shampoos. We use that in our conditioner to melt the hair in addition to aloe. And aloe helps with itching and dandruff and it’s actually nice for the scalp and the pores and skin, , past the hair. Lots of people are so involved with their hair they don’t take into consideration their scalp beneath. After which we use lavender as nicely and it’s a fantastic detox for the scalp, and it form of naturally balances out the pH of the hair.
Katie: Yeah, precisely. So identical to the toothpaste, we’re placing all these useful issues in. And such as you talked about, I believe you’re proper. Most individuals consider their hair and we’ve got so many merchandise that go in our hair, however shampoo particularly goes straight on the scalp. So anytime we will put one thing useful in that that’s gonna nourish the scalp, that’s the place you really enhance your hair. I believe individuals notice, however, like, as soon as hair is out of your scalp, it’s really useless. The expansion course of is going on inside your scalp. So we really wanna consider the scalp as nicely after we’re formulating these merchandise and actually nourish and perceive what’s occurring within the follicle and within the head and never simply on the hair. As a result of sure, we wish our hair that’s out of our scalp to look nice, and that’s one factor we undoubtedly take a look at. But in addition, how can we over time be certain that the scalp stays wholesome? As a result of identical to the mouth, the pores and skin has a microbiome and the pores and skin can take in vitamins. So anytime we will put useful issues in there, we’re in a position to create a optimistic impact over time.
And like I stated, we began with haircare and toothpaste as a result of I really feel like these are a few of the most used private care merchandise. And we knew we have been taking up a tall order tackling the robust ones first. And this has form of been our tenet in what comes subsequent as nicely. So I do know one other one which we’re engaged on, that I believe we will lastly announce and this would be the first place we’ve actually introduced it, is we’ve received deodorant within the works. And can you discuss this one but? Can we discuss it publically?
Emily: We certain can. Sure, completely. And only a fast be aware about our components. On our web site, we’ve got listed each single one among our components that’s in each single one among our merchandise as a result of we’ve got every part in there for a really particular purpose and nothing further. So in case you are on our web site, you possibly can see that and we clarify to you why we’ve got chosen every ingredient and the place it’s sourced from and its objective. So deodorant. That is a kind of… This goes again to product growth and simply the enjoyable of all of it. This was really purported to launch in July and we are actually in October and we’re nonetheless working very laborious. As a result of I’m a really explicit individual, and, Katie, you might be too, and we don’t launch something subpar. So we’re actually attempting to nail on this formulation. We would like it simply completely proper. As a result of pure deodorant is a tricky change for lots of people. You do must undergo the detox course of. And so our deodorant is wonderful. We’re simply additionally engaged on the elements. We wanna use a recyclable tube. And getting that to work with our formulation has been slightly bit difficult, however we’re releasing a deodorant hopefully very early 2022.
Katie: And that is one other one which we thought was so vital as a result of it’s one thing most individuals use each single day. And such as you talked about, there’s an adjustment course of, particularly whenever you’re used to antiperspirants and formulation which have aluminum in them as a result of these are literally biologically altering your armpits and stopping you from sweating. And I do know… Like, I used to make use of antiperspirant on a regular basis and my physique had gotten used to that, and it did take me a few months of adjustment to make use of simply regular deodorant with out antiperspirant, however the good factor is the physique does regulate. And it’s a very vital course of, as a result of we’ve got lymph nodes in our armpit, really a few of our larger lymph nodes and that’s an vital a part of our immune system. And placing these chemical compounds and blocking sweating really can have dangerous immune results over time, as a result of sweating is…
Truly, a brand new examine simply got here out on this. Even in comparison with urination, and different types of cleansing, sweating is the best detox pathway for chemical compounds like BPA, which we all know we’re uncovered to in large quantities in at present’s world. And so if we’re blocking one of many locations we sweat probably the most, we really are blocking our physique’s cleansing course of. And so identical to that, we wanna not simply keep away from the dangerous stuff, however the pores and skin has a microbiome as nicely and the armpits are a part of the immune system, so we wished to ensure we have been supporting that. So I do know we’ve got a whole lot of nourishing components in there as nicely that nourish the pores and skin and that assist keep away from odor with out blocking the pure detox pathways within the human physique.
And if anyone’s new to pure deodorant, I’ll hyperlink to the armpit detox submit I’ve as nicely as a result of that helps velocity up the method. When you can pull out a few of these issues that retailer in tissue, as a result of we all know issues like aluminum and BPA plastic chemical compounds can really retailer within the physique we don’t even know the way lengthy, however probably for years and years, particularly in lymph nodes and fatty tissue, and you’ve got a whole lot of that form of tissue across the armpits. And so, we have been actually cautious to keep away from any of these dangerous issues, after which, identical to within the haircare, to make use of skin-supporting components that may feed the pores and skin and never block these pure processes. Are there some other upcoming merchandise we’re allowed to speak about but?
Emily: Nicely, we will. A fast be aware on the deodorant. That is my favourite analogy as a result of everytime you say pure deodorant, a whole lot of instances individuals cringe as a result of they’re afraid of the detox course of they usually’re afraid of switching after which being embarrassed in public. And I all the time say, “Nicely, every time it’s a must to go to the restroom, you don’t attempt to maintain that in, do you?” And I really feel like that about aluminum in your deodorant, as a result of everytime you’re utilizing an antiperspirant, your physique is attempting so laborious to do away with one thing and also you’re stopping that. And simply the identical, we sweat throughout our physique, however you wouldn’t rub a deodorant stick throughout your physique. Clearly, your physique’s attempting to do away with one thing. Let it try this. And everytime you change to pure, sure, there’s that point interval the place it’s a must to, , form of transition, however every time it’s finished, you’re gonna discover a complete lot much less armpit irritation, particularly when you shave your armpits, and with out them being clogged the entire time. Lots of people have itching armpits, and that’s from the antiperspirant. So this can be a change that, though it takes time, is so nicely price it. I simply wished to say that about deodorant.
Different upcoming merchandise. Oh sure. I’m very enthusiastic about this, and I do know your listeners will as nicely as a result of so lots of them are mother and father. We’re launching a youngsters’s toothpaste early subsequent 12 months, we hope January. It appears to be like like January or February. We’re going to have a youngsters’s toothpaste. It’s primarily based on the entire identical components as our whitening toothpaste and it’s strawberry flavored with pure strawberries. So we’ve had lots of people inform us, “I really like your toothpaste, however my little ones assume it’s scorching as a result of it’s peppermint.” And so we’re excited to be launching that early subsequent 12 months.
Katie: Yeah, I do know. And undoubtedly, you guys will hear about it increasingly more as a result of I’m so excited to share these. And I’m glad you introduced up that time in regards to the deodorant as nicely, as a result of I believe itching is one thing individuals are fearful of with pure deodorant and it’s a part of that eliminating the antiperspirant components in your pores and skin and likewise ensuring you don’t have an excessive amount of of overly-alkaline components. Like, baking soda might be nice. An excessive amount of baking soda could cause itching. So I do know we examined so much to ensure we have been proper in that excellent ratio. After which additionally simply to concentrate on as you make the change, your physique will regulate and sweat much less over time because it will get used to not being blocked from sweating. As a result of simply when you block that course of, your physique tries to compensate and truly tries to sweat extra. So long-term overuse of antiperspirants can really make you sweat extra, identical to long-term use of harsh detergents in your hair can really trigger your hair to create extra oils as a result of your physique’s attempting to compensate and to maintain your hair wholesome. And so in each of these instances, these merchandise, they may take a really quick adjustment interval, however then long-term you’re equalizing so you could have much less of that that you simply’re preventing and also you’re working along with your physique’s pure course of.
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I believe one other factor that we try this I do know is a giant value to us as an organization and I’ve not likely talked about as a lot as I ought to’ve is the packaging facet. And I believe the rationale that is vital… I’ve talked about single-use plastics and the way dangerous they’re for the surroundings. And I do know we’ve got gone to excessive lengths, particularly these final two years with all of the sourcing delays, to supply sustainable, moral options right here as nicely which can be safer for the surroundings, safer for individuals. And so we use a sugarcane bioplastic which lots of people may not be conversant in. However are you able to clarify what that’s and why we selected this over different choices?
Emily: Completely. So in fact, we use the sugarcane bioplastic as an alternative of standard plastic. Common plastic has petroleum in it which is a non-renewable useful resource. We are going to run out. And so our packaging is made… They are often comprised of a number of various things. Ours is sugarcane. They will additionally make bioplastics out of issues like corn starch, and straw and wooden chips. There’s all differing kinds and these are renewable assets. And ours might be composted commercially. And so as to be licensed to be commercially compostable, it has to interrupt down. It has to disintegrate by 90% inside 90 days. And so to assume that our tubes can break down 90% inside 90 days is large every time you consider the life of standard plastic. And naturally, this does come at a price. So our bioplastic prices virtually 20 instances greater than plastic. However once more, that is one thing that we really feel very strongly about. And outdoors of our tubes, we’ve got our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and might be recycled as nicely.
Katie: Yeah. And we haven’t even talked in regards to the dry shampoo very a lot. Let’s simply contact on that one slightly bit, as a result of, identical to the opposite haircare, the identical rules apply. We’re attempting to not put something dangerous on the scalp. We’re additionally attempting to nourish the scalp. And so we use, identical to the opposite merchandise, ethically sourced, sustainable, pure components. And we selected a powdered model of this due to all of the issues that come together with spraying aerosol onto the scalp and the way most dry shampoos use an aerosol propellant, which may really harm the hair follicle over time and form of additionally improve that oil creation course of within the scalp. However discuss a few of the components we selected for the dry shampoo.
Emily: Sure, so we undoubtedly wished to avoid the aerosol cans as you talked about. And lots of people who use the aerosol cans do discover that over time they’re utilizing increasingly more and extra of it. And so ours is in that… It’s in a cardboard form of a shaker. And so there’s slightly little bit of a studying curve there we’ve seen and it’s a must to… The simplest method that I say to use it’s to both put it into your hand or straight onto the scalp after which both work it in along with your fingers or with a make-up brush is one of the simplest ways. And it has a sodium bicarbonate which form of helps take in these oils naturally, and likewise tapioca starch, which acts the identical method because the aerosol. It soaks up the oils. In case your roots get slightly bit darkish as a result of they’re slightly soiled, perhaps slightly oily, it soaks that up as nicely and it simply provides slightly little bit of physique. That’s in all probability my favourite use for it’s… I’ve very, very straight hair and it creates physique and quantity.
Katie: Yeah, I believe the make-up brush tip is tremendous useful, even to love apply… I typically will simply sprinkle it on my countertop and use an previous make-up brush and brush it into my roots. And that was a humorous one as a result of a few guys that we’ve got on the group at Wellnessee, after we first have been formulating the dry shampoo. That they had by no means used it earlier than they usually have been like, “Wait, so it’s like white grime that you simply put in your hair?” And I used to be like, “Sure, all ladies perceive this. It’s precisely what it’s and we find it irresistible.”
Emily: Sure, if I can skip a day, I find it irresistible. Completely.
Katie: Nicely, particularly as a mother. Yeah, any day I don’t have to scrub my hair and dry it and spend half an hour doing that saves a lot time.
Emily: Completely. You requested about upcoming merchandise, and we’ve got one other one. I’m already interested by January and February as you possibly can see as a result of my thoughts is all the time a number of months forward of us. However really, we’re gonna be launching simply this week… We’re launching our charcoal toothpaste. And clearly, we’re leaning closely within the oral care line and that’s as a result of we’ve got seen such a necessity for it. As you stated, our components are not like some other. And so the charcoal toothpaste that we’re launching this week, it’s very darkish. It’s that black charcoal that you really want. It detoxes. It’s additionally whitening toothpaste. And we do recommend with this one that you simply form of use it in rotation along with your whitening toothpaste. You don’t wanna use charcoal toothpaste two to 3 instances a day day by day. We advocate it form of like a two to at least one. However we’re excited to be launching that later this week.
Katie: Yeah, that’s a fantastic tip is… As a result of charcoal, if used such as you stated a number of instances a day, can over clear the enamel virtually and pull an excessive amount of out. And so when you steadiness it with the whitening toothpaste, you then get to maintain placing the minerals in. And I really feel like that provides you… We received to check these early, a perk of being within the formulation facet of it. However I believe that provides you the widest enamel too, which if anyone’s watching the video, they’ll see your enamel, that are wonderful as nicely. And let’s see. The rest on the upcoming product entrance or any of people who you wanna discuss earlier than we transfer on?
Emily: I’ve a few extra within the pipeline however nothing I wanna discuss but as a result of I don’t wanna get excited. As I stated, the deodorant was purported to launch a number of months in the past and it’s nonetheless not out. So I’ve a lot of issues that I wish to do however I don’t know the way lengthy it’s going to take, so I’ll cease there.
Katie: And we’ll preserve you guys posted as we get nearer to having the ability to share a few of these new merchandise. And earlier than we form of get to the wrap-up questions I like to ask, I wanna additionally simply briefly discuss pricing and margins as a result of I really feel like that’s an space the place most firms don’t actually discuss it. And that is an space the place there’s an enormous distinction whenever you’re speaking about pure merchandise versus standard merchandise, each in the fee that goes into them and typically even the margins. However we’ve form of actually delved into all of the totally different components and sourcing and the way prime quality they’re, however I do know for people who find themselves used to purchasing a $2 tube of toothpaste, as an example, ours can appear costly. And I simply wished to perhaps like contact on the pricing facet and discuss how…
I’ve talked about so many instances on right here, everytime you purchase a product wherever, you’re voting along with your {dollars}. And mothers are the largest voters in that realm and have the most important buying energy, which is why I’ve stated for years and years that mothers have the ability to shift society and when mothers make modifications, society modifications. And so we try to assist make these modifications on the societal facet as nicely now as an organization and actually drive ahead these pure merchandise. But in addition as particular person customers, we actually get to make shifts after we vote with our bucks. I do know you’ve form of touched on a whole lot of the totally different areas of the packaging being costlier and the way stringent we’re with our sourcing. However simply speak slightly bit extra about pricing and why we’re selecting these higher-cost choices even figuring out that we’re not gonna be capable of make a $2 toothpaste by utilizing pure components.
Emily: Completely. And I’ve stated this earlier than, it’s a must to spend money on your well being. And if any individual stated gasoline is dear, however if you need you possibly can put, , corn syrup in your engine in your automobile as an alternative, you’ll say, “Nicely, no. That’s not good for my automobile. I’m not gonna try this.” However individuals are typically okay with placing dangerous issues of their physique. You understand, that you could hit the drive-through and you will get a cheeseburger for $1. However every time you consider processing that meat and all the staff in there and, , housing them and the lights, that cheeseburger in all probability value about $0.12 to $0.15 cents to really make and that’s scary. That’s too low cost.
And so it’s form of that very same concept. You’re proper. We can’t make a $2 toothpaste, however spend money on your well being, particularly along with your youngsters. And that’s straightforward. I’m identical to you, Katie. As soon as I had my first baby, I used to be actually anxious about every part I used to be going to be placing into her physique. And we already know the risks of standard toothpaste. Though it prices greater than standard toothpaste, it’s not gonna break the financial institution and also you’re investing in your well being, and I believe that’s actually vital. And that’s why we’re so excited to get this youngsters’s toothpaste launched as a result of we’re hitting a whole lot of actually involved mother and father, however their kiddos don’t wanna attempt it. So we’re excited in regards to the strawberry toothpaste for that purpose.
Katie: Yeah, my children have gotten to check it. I do know yours have too. They’re tremendous excited for it.
Emily: They find it irresistible.
Katie: Yeah. Like we talked about all of the toxins in toothpaste. That is one which if… My youngest I don’t assume she would at her age, but when she determined to only eat the entire tube of it, it might really simply… She could be above her each day really helpful allowance of calcium, however that’s about it. I wouldn’t must name poison management, no huge ailing results would occur. So I’m actually excited to have the ability to get this one out for teenagers. Such as you, I just like the mint one, however I believe a whole lot of children are gonna actually love the fruity flavored one. And it is going to be the primary to face that’s fluoride-free and glycerin-free in a child taste. So we’re tremendous excited to launch that one.
For anyone listening who has heard all of this stuff that you simply talked about and the way a lot you’re managing, and I see it firsthand day by day. One other query that I get requested typically, and now I get to ask you, is any ideas and the way do you do it as a busy working mother with younger children at residence? I’ve stated earlier than, mothers have… We’ve got so many wonderful alternatives in at present’s society. We even have so much on our plates and I do know a whole lot of us really feel overwhelmed a whole lot of the time. So any ideas for balancing work in life and mother life particularly?
Emily: Oh, boy, that’s a tricky one. Nicely, I’ve an excellent and understanding boss, in order that helps. Thanks, Katie. However I believe a whole lot of instances every time we discuss pure merchandise and making these modifications in our residence, it may be actually overwhelming. And a whole lot of instances, , I’ll be listening to you or I’ll be studying an article and I’d simply really feel overwhelmed with all of those modifications that I’m purported to make for my well being and my youngsters and my residence. And I all the time inform individuals simply take one step at a time. Don’t take into consideration eliminating every part in your own home which may be poisonous. You’ll begin every part otherwise and that’s good, however simply little child steps. So, , the toothpaste is a superb instance of that. I’m sorry I preserve referring to the toothpaste, however I wanna let you know this.
I do know individuals who aren’t even very well being aware which have made the change to this toothpaste seamlessly. And so a whole lot of instances everytime you change to a more healthy or a pure product, it’s tough. Just like the deodorant, there’s gonna be a detox course of. The toothpaste is a straightforward, tiny step that you could make at present for you and for your loved ones. And so I believe that’s one of many ways in which I don’t get overwhelmed. I attempt to steadiness the entire issues, as all of us do. I attempt actually laborious to be current at work once I’m at work, and when I’m residence, I’m residence with my youngsters, and I flip off every part else, I don’t get distracted with units and issues like that. After which every time I would like my alone time, then I’m within the woods.
Katie: Operating 50 miles. I find it irresistible. I agree. And I believe that’s… You’re proper. Take the infant steps and do the straightforward switches first. And I do know that’s additionally why we centered on these explicit merchandise first as a result of we wished them to be comparatively seamless switches. Such as you stated, oral care already is, and when you simply change these fundamental merchandise, it’s form of the rule of 80/20. You’re eliminating 80% of the dangerous stuff that you’d be encountering in your private care merchandise day by day and so you then don’t must stress as a lot in regards to the different ones. I do know that’s why we tackled the laborious ones first and it’s been fairly the endeavor to try this, however I’m so excited and happy with the merchandise we’ve got and the upcoming ones. And one other query I’d like to ask towards the top of interviews is that if there’s a ebook or plenty of books which have had a profound affect in your life, and in that case what they’re and why?
Emily: All proper. Nicely, one which’s timeless to me and all the time related I’d say is “The World is Flat” by Thomas Friedman. And I do know it’s an older ebook, but it surely simply has all the time spoken to me about how, over time, our world is getting smaller and smaller. And naturally, as a result of I work with individuals everywhere in the world day by day, I take very late, late cellphone calls as a result of that’s when all people else is waking up. Our world is getting smaller and smaller. And he meant it in an financial perspective. You understand, in case you are a baker, you might be competing with the baker subsequent door. And that at present we’re competing with markets all all over the world on a regular basis. So , that’s form of knowledgeable ebook for that purpose. However personally, you consider social media and the way a lot issues have modified and the way tiny our world is and how one can sustain with family and friends everywhere in the world. So I simply assume he was undoubtedly pondering forward of his time every time he wrote that ebook and it’s simply all the time spoke to me, particularly as a result of I do product growth, so my world it appears very small, , since I work in every single place.
Katie: That may be a new advice. I’ll make it possible for’s linked within the present notes as nicely, in addition to in fact too all of our merchandise and the way you guys can seize these for your loved ones. Emily, I’m so personally appreciative of all of the hours you place in and the way you retain every part on observe for all of us and likewise for all… I do know you’ve realized to this complete world much more and all of the analysis you place in to creating certain every part that we put on the market is absolutely the highest high quality accessible. I additionally know the way busy you might be so I’m grateful to your time and being right here at present. Thanks a lot. And thanks to your time and your knowledge in all this.
Emily: All proper, nice. Thanks, Katie.
Katie: And thanks as all the time to you guys for listening, for sharing your most useful property, your time, your power, and a spotlight with us at present. We’re each so grateful that you simply did and I hope that you’ll be part of me once more on the subsequent episode of the “Wellness Mama” podcast.
When you’re having fun with these interviews, would you please take two minutes to depart a score or assessment on iTunes for me? Doing this helps extra individuals to search out the podcast, which suggests much more mothers and households may benefit from the data. I actually admire your time, and thanks as all the time for listening.
