Emily Blain on Creating Sustainable & Moral Private Care Merchandise


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Katie: Whats up, and welcome to “The Wellness Mama Podcast.” I’m Katie from wellnessmama.com. And as we speak, 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 are 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 are able to get into your house. She has 4 youngsters. So a lot of youngsters concerned within the Wellnesse staff. And moreover having a grasp’s diploma in training, she has this nice experience in product improvement. 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 as we speak into our sourcing, how we get merchandise and substances from…or our substances for our merchandise from all around the world, why a few of our substances usually are not licensed natural, however why we really selected higher choices than what was out there as licensed natural, all of our third-party certifications, and what to search for, not simply in our merchandise, however in any shopper merchandise that you just’re bringing into your house. After which we go deep on matters like oral care, hair care, and the way to decide on merchandise that work together with your physique, not towards it, with the concept what goes on our pores and skin goes into our physique, and easy methods to not simply keep away from the dangerous stuff, however select good things that nourishes your scalp or your mouth from the surface in as properly. 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 occasions extra to get environmentally pleasant sugarcane bioplastic as a substitute 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 once you’re contemplating bringing merchandise into your house. I’m personally very grateful for Emily. And I feel you’re actually gonna take pleasure in this episode. So let’s soar in. Emily, welcome.

Emily: Thanks, Katie.

Katie: Thanks for being right here. I feel 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 rather a lot, however I’ve by no means actually deep-dived into all the things 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 once you’re speaking about pure merchandise and really, very particular sourcing. So for these individuals who aren’t accustomed to 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 as we speak. Earlier than we soar into that world although, like, I at all times love to only discuss random details about individuals, and I do know from understanding you that you’re an extremely runner, which appears incomprehensible to me, however I’ve in my notes that you just 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 in the future 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 sort of get into this zone and I discover complete 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 up to now is 50 miles.

Katie: That’s superb. 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 just 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’ve gotten a one-year-old child and also you’re nonetheless carrying out that which is simply unbelievable to me. So main kudos to you.

Emily: Thanks.

Katie: Effectively, there’s so many instructions I wanna go when speaking about Wellnesse, and I feel lots of the individuals listening are accustomed to Wellnesse or have purchased our merchandise earlier than. However like I stated, I’ve by no means actually defined all the things that goes into really making these merchandise. And in some methods, you already know this world even higher than I do at this level since you’re on the bottom, on the cellphone with all these substances that we’re sourcing from all these completely different locations. And I do know we’ve had an uphill battle with all of the delays and simply issues which are occurring proper now on the planet and also you’ve managed all of that. So I feel to begin broad, let’s discuss a bit of bit about product improvement and sort 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 simple 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, discuss a bit of bit in regards to the product improvement world and all of the steps that go into that.

Emily: Positive, sure. So product improvement is my favourite a part of e-commerce as a result of it’s that bodily product, so you’ll be able to really see and maintain your work, all of that work that takes months and months. And so principally, it’s a number of steps. We did begin out together with your recipes that you just made within the kitchen and now we have to take these to scale. We supply our substances globally from all around the world. In order that being stated, if we all know we would like inexperienced tea in our toothpaste, we don’t simply, you already know, discover the primary inexperienced tea and go along with it. Every of our substances are very rigorously sourced and vetted to ensure that they meet all the requirements that you’ve set for your self, your loved ones, and your viewers. So sourcing particular person substances, after which now we have to discover a producer who may help us to take that giant scale. So that you’ve made it in a small batch in your kitchen and now we have to make very, very giant batches. We now have to undergo stability testing, in fact. All of those merchandise should have a shelf-life. So now we have to know that it’s not gonna, you already know, find yourself rancid or separate or do something like that. Stability testing could be wherever from 6 to eight to 12 weeks. If it doesn’t go properly, we go all the best way again to the start, again to the drafting board and attempt to determine that out.

Outdoors of that, now we have to search out packaging. It must be packaging that’s sustainable, that agrees with our message, after which now we have to supply that. And naturally, as you talked about, sourcing has been an actual downside for lots of producers, simply the character of our world proper now. And sourcing might be our largest problem and the most important bottleneck, and that hurts our time-frame for positive. And yeah, after that, it’s simply placing all of these items collectively, getting all the elements to the producer, and at last having that completed product in hand.

Katie: Yeah, and also you make it appear simple, nevertheless it 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 simple process with, like, sort of obscure substances and having to vet issues from completely different international locations, such as you stated, and all this sourcing.

Relating to the sourcing, one factor I wanna be sure we discuss is…as a result of I discuss rather a lot on the weblog about consuming natural and avoiding pesticides every time doable. And never each single ingredient in our components is licensed natural and our formulation proper now usually are not licensed natural. And I feel it’s essential to elucidate to individuals why and sort of what goes into this course of, as a result of I’ve realized we’ve sort of in lots 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’ll be able to communicate to this on the product world. However there are some substances that by their nature can’t be licensed natural, as an example, or ones that we are able to, as an example, confirm that they had been grown in a sure approach, or be sure they don’t have chemical compounds in them however they may not carry an natural certification. So are you able to simply discuss that possibly in relation to a few of our substances and what that course of appears like?

Emily: Positive, yeah. So lots of the substances that we supply are wild-harvested. And what which means is in lots of components of the world, they’ll exit and harvest sure issues reminiscent of elderberries, and they’re simply wild-harvested in nature. And lots of occasions, if the substances are licensed natural they usually’re grown on a farm particularly international locations, you don’t know the labor circumstances for individuals there. And so wild-harvested is definitely a safer wager as a result of for those who’re working straight with the producer or that supply, you already know the circumstances of the labor. So not all the things is licensed natural for that purpose. And we do supply globally. So some issues could 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 feel that was actually essential. I needed to verify we actually clarify that, simply because… Like ensuring issues… Like, you talked about the essential circumstances that they’re raised in a sustainable approach, 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 actually, that sort of segues into one other factor, which is now we have a number of certifications to ensure that each stage of that course of has been vetted and that we’re being each environmentally pleasant, non-toxic to our shoppers, and utilizing secure labor and ensure that everybody all over the place alongside the road is handled ethically, which does make issues costlier. However are you able to sort of discuss a bit of bit about our certifications from B Corp to EWG and Leaping Bunny and why we went by means of that course of with every of them?

Emily: Completely. So that could be a labor of affection for positive. 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 ensure that it’s secure for us and for our households to make use of or eat. And so, we prefer to lean on these completely different certifications that agree with our ideas and values. So EWG, which is the Environmental Working Group, their massive factor is they’re actually good at preventing outdated laws. And they also set requirements for actually wholesome agricultural practices. That’s most likely their primary objective, ensuring that the best way that completely different substances are produced is secure for the setting and likewise acceptable for shoppers as properly.

So we’re EWG-certified, and, as you talked about, we even have our Leaping Bunny certification, which is cruelty-free. We don’t check on animals, so which means our particular person substances usually are not examined on animals and our completed merchandise usually are not examined on animals. After which lastly, we’re B-Corp-certified, which might be certainly one of my favourite. It has rather a lot to do with public transparency and ensuring that all the things, our total enterprise, the best way that it impacts employees and shoppers and neighborhood and the setting, 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 lots of work and it simply speaks volumes about our merchandise.

And another factor I wanna point out. We’re taking a look at 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 best way that it may be used. And now, as a result of coconut oil is so wildly in style, we’re discovering that the best way that it’s sourced is definitely unethical. In lots of components of the world they’re utilizing completely different monkeys to supply coconut oil. And so now by utilizing this sustainable palm oil farm, we all know the circumstances that the employees have and it makes us really feel higher, so we are able to safely use palm oil in our merchandise now, which is fairly superb to have that sort of element. That sort of granular element on our substances is de facto superior.

Katie: I’m so glad you introduced that up, too, as a result of it’s fantastic that now we have consciousness, such as you talked about, about deforestation that occurs with sure kinds of the best way that palm oil is sourced. However now, such as you stated, particularly with third-party verification of all of this, we’re capable of ensure that none of our substances 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 beauty of these certifications…I imply, we’re tremendous grateful to have them and I feel they’re superior, however these don’t simply apply to Wellnessee. That was one other factor I needed to verify we introduced up is, as a shopper, any product you purchase, you’ll be able to search for these certifications.

And I do know from having gone by means of actually a whole lot of hours of the verification for the B Corp, that was most likely probably the most intense certification I’ve ever seen. They needed to see documentation on each ingredient, on our sourcing, on our last merchandise, on our workers and the way our workers are handled, and can we all do neighborhood service in our free time and can we care about our native communities. I imply, they went with a fine-tooth comb by means of so many layers, which is superior. And so now, having gone by means of that, I’m much more respectful once I see different corporations which have these certifications as a result of I do know simply how a lot… And like, actually you must get verification or documentation of all the things. In order that I really feel like these certifications carry lots of weight.

And with EWG as properly…lots of listeners may be accustomed to 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 even put substances in there. And so after we’re formulating, we’re taking a look at all the person substances to verify they’ve principally a inexperienced score in EWG, which implies there’s not any documented causes of human hurt from these substances. As a result of I didn’t notice for a few years till I began researching this, there are such a lot of substances in private care merchandise that aren’t examined or confirmed to be secure in people, even merchandise which are used on infants, upwards of 100,000 chemical compounds now, a lot of which aren’t examined for security.

And we all know that even new child infants, after we check twine blood, they’ve a whole lot of chemical compounds now of their twine blood the day they’re born. And the placenta blocks so many chemical compounds that most likely 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 approach to look by means of and see if it has any potential hurt for your self, on 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 means of this course of with each ingredient. And each time we carry a brand new product up, it’s the entire course of once more to verify each ingredient is unhazardous and sustainable and moral. And we’ve undoubtedly picked some hard-to-find-and-source and a bit of bit obscure substances that aren’t in lots of merchandise. So possibly you’re beginning with the toothpaste as a result of that’s sort 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 feel possibly one thing lots of people aren’t essentially accustomed to. I wasn’t till I sort of did a deep analysis into remineralization and, like, the pH and oral microbiome within the mouth, which I can discuss a bit of bit about in a minute. However are you able to discuss in regards to the sourcing of sort of the person substances within the toothpaste, and particularly possibly 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 are able to. And once more, that’s one other factor that generally 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, reminiscent of calcium and phosphates, that you just’re going to lose naturally simply by means of consuming and acidic meals and micro organism that stay in your mouth. And you’ve got little teeny cracks and crevices in your enamel simply naturally from consuming and residing. And so hydroxyapatite really…the calcium…ours is known as nano-hydroxyapatite which implies 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, lots of our clients, 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 is not any. It might occur inside 10 minutes, it begins to fill in these little cracks and crevices. So it’s an extremely superb ingredient. We’re very excited to have it in our toothpaste.

Katie: Yeah, precisely. And I feel that’s the factor lots of people don’t notice. One factor that does set us aside is a bit of completely different is as a result of we use hydroxyapatite and never fluoride, which we are able to 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 made from and our enamel is made from. In contrast to common toothpaste, you don’t should be so cautious about spitting it out. In reality, you’ll be able to really depart 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, you already know, 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 a bit of dose could be actually, actually, actually harmful. I feel again to when my oldest children had 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 an entire tube of toothpaste and he or she known as poison management, and this was standard toothpaste, they usually stated, “Effectively, principally if… I imply, we are able to take her in, but when a toddler’s ingested that a lot fluoride, like, there’s not a lot we are able to do as a result of it’s tremendous poisonous.” And that is one thing that’s on most individuals’s lavatory 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 had been fluoride-free, and in the event that they had been, they really made your enamel really feel yellow due to issues like glycerin which is utilized in lots 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. Quite a lot of us, if we’re not consuming a nutrient-rich eating regimen, could not have already got that many minerals in our saliva to start with. So the hydroxyapatite helps sort of add these minerals proper straight within the mouth the place you want them. However glycerin would sort of undo the entire level of that by holding your enamel from having the ability to take up 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 most likely seen a few of the information 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, all types of sweeteners that you just undoubtedly wouldn’t wanna eat and I don’t need in my children’ mouths. However let’s sort of evaluate and distinction pure toothpaste, like ours to standard toothpaste, and a few of these issues to concentrate on.

Emily: Positively. And pure toothpaste is, you already know, 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 lots of the large names. So glycerin, for these of you who could not know, it sort of creates a coating in your enamel. It’s constructed from GMO vegetable oils. And it makes you are feeling good, as a result of once you rub your tongue throughout your enamel it feels very clean. And then you definately assume, “Oh, it feels so clean. Now my enamel are clear.” However as a result of you’ve gotten 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, lots of pure toothpastes are fluoride-free, however they’ve glycerin they usually have added sugars, which in fact, for those who’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 substances that a lot of them have that we completely don’t, and glycerin is certainly one of many massive ones.

Katie: Yeah, and to the touch on fluoride a bit of 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 best way I sort of clarify it’s that they discovered some proof that fluoride would possibly make enamel tougher. Whenever you actually delve into the science although, it additionally would possibly make them extra brittle. So, like, hardness doesn’t essentially straight correlate with not having cavities, and there’s a sort of like actually fascinating and convoluted historical past of fluoride and the way it’s a byproduct of different industrial processes after which bought added to toothpaste and now to our ingesting water, which is an entire 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 minimize. It’s not gonna try this from the within out, however now it’s change into so extensively used.

And for those who take a look at the precise knowledge in PubMed, we all know that fluoride, particularly in sure doses, can really trigger tooth discoloration. It might make enamel extra brittle, but in addition, after we’re speaking about sure doses, it will possibly trigger neurological issues, individuals expertise zits, 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 sort of disrupt that course of. So once you’re placing fluoride in your mouth a number of occasions per day, and then you definately’re making an attempt to help your thyroid, it may be counterproductive. In order that’s why we see lots of pure toothpaste avoiding fluoride. However such as you stated, to get the consistency proper and to attempt to preserve enamel clean and all these issues we would like, lots of people substituted in glycerin. And to my information, 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 now we have discovered up to now that has hydroxyapatite and doesn’t have glycerin. And as you stated, fluoride, you already know, they thought it was good on your enamel and, you already know, it will possibly really trigger tooth discoloration. You might 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, you already know, as you talked about, zits, different neurological issues. And even when fluoride was actually nice on your enamel, it may solely probably be good on 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 shortly issues are absorbed into the bloodstream from the mouth. So even for those who stated fluoride is nice on 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 sweet to be ingested. That’s not a good suggestion.

Katie: And one other fascinating factor to consider there may be, such as you stated, it’s not…if we had 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, all the things from diet and bodily degeneration on, speaking about how oral well being impacts the well being of the complete physique. And this is the reason we see sure elevated danger of even issues like coronary heart points and individuals who have gingivitis as an example. For this reason individuals with sure medical circumstances 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’ve gotten potential downstream results all through the complete physique, together with within the intestine, together with within the coronary heart tissue. And this is the reason teething is definitely an immune occasion.

For any mothers who’re listening, you already know that when infants’ enamel first break, you’re having a meld of the oral microbiome and the inner setting of the physique, usually for the primary time, and that’s why they’ll expertise an immune response and have the drooling, that, like, gentle fever, even a few of the, like, sinus signs. It’s as a result of there’s an immune course of occurring. And so, understanding that, it’s essential 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 substances and to take into consideration that actually delicate and superb course of, as a result of the mouth is definitely not a bacteria-free setting, and, identical to our intestine, it wants optimistic micro organism. And so that you don’t really need to like over-sanitize the mouth by utilizing one thing like alcohol-based mouthwash on a regular basis and making an attempt to kill all the great micro organism.

We’ve had dentists on this podcast earlier than who talked about there’s nearly sort of a stability between the gingivitis and the Strep Mutans micro organism that causes cavities. And the great stability is when you’ve gotten the proper good micro organism within the mouth and also you’re supporting it, but when both finish of that spectrum will get out of stability and also you lose any of these good micro organism, that’s when the sort of pathogenic dangerous micro organism can get out of stability and then you definately see cavities otherwise you see gingivitis. So a part of EWG verification and our personal sourcing in these substances is ensuring that we had been utilizing issues like inexperienced tea you talked about that naturally help 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 properly that discuss how one can even compound the advantages of our toothpaste by the way you eat.

And for those who’re consuming sufficient fats soluble nutritional vitamins and a nutrient-dense eating regimen and avoiding giant sources of issues like lectins and phytic acid, you’ll be able to 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 are going to work with the physique’s pure pathways to get the impact we would like slightly than attempt to, like, blunt them, like lots of standard merchandise do. And I’d guess lots of people listening are accustomed to 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 kind 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 course and realized if what goes on the physique goes within the physique, we are able to use this to our benefit. And so slightly than simply avoiding the dangerous stuff, how can we put in the good things in order that we’re benefiting the physique by means of 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 noticed I had relations and buddies who, regardless of consuming natural and residing very wholesome lives, had been nonetheless utilizing sure standard shampoo and toothpaste as a result of it bought the impact that they needed they usually weren’t prepared to sacrifice how they seemed or how their enamel felt or how their enamel seemed 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 actually strict diploma of sourcing and environmentally pleasant and unhazardous for the physique. And so we sort of constructed on this premise of meals for the enamel that you just’re placing on…you’re placing this in your mouth in order that your physique could make your enamel stronger whilst you sleep. With haircare, it was how can we, as a substitute 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 critiques about individuals who see their hair getting stronger and thicker, and it’s as a result of we’ve switched that, sort of turned it on its head. As a substitute of what most shampoo is, which is detergent… Like I usually say, you already know, your hair will not be soiled laundry. Don’t use detergent on it. As a substitute of that, now we have constructed principally a hair meals.

So let’s discuss in regards to the haircare a bit of bit. We now have shampoo and conditioner, a number of formulation of every. And identical to the toothpaste, we’ve gone by means of this actually excessive diploma of sourcing and verification. However I really feel prefer it’s essential 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 completely different, particularly once you’re adjusting since you’re really feeding your hair versus stripping all the things out of it. So discuss in regards to the sourcing of our haircare a bit of 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 properly. And every time it does that, when it takes all these pure oils away, it’s going to trigger breakage, brittle hair, and plenty of frizz, particularly when you’ve got pure physique in your hair. And so our shampoo incorporates a number of substances which are going to maintain your hair actually gentle, 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 injury that solar can do to your hair. We additionally use argan oil, which is sort of a conditioning therapy, and also you’ll see that in lots 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, you already know, 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 properly and it’s a fantastic detox for the scalp, and it sort of naturally balances out the pH of the hair.

Katie: Yeah, precisely. So identical to the toothpaste, we’re placing all these helpful issues in. And such as you talked about, I feel you’re proper. Most individuals consider their hair and now we have so many merchandise that go in our hair, however shampoo particularly goes straight on the scalp. So anytime we are able to put one thing helpful in that that’s gonna nourish the scalp, that’s the place you really enhance your hair. I feel individuals notice, however, like, as soon as hair is out of your scalp, it’s really lifeless. The expansion course of is going on inside your scalp. So we really wanna consider the scalp as properly 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 would like our hair that’s out of our scalp to look nice, and that’s one factor we undoubtedly take a look at. But additionally, how can we over time be sure 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 up vitamins. So anytime we are able to put helpful issues in there, we’re capable of 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 had been taking over a tall order tackling the robust ones first. And this has sort of been our guideline in what comes subsequent as properly. So I do know one other one which we’re engaged on, that I feel we are able to lastly announce and this would be the first place we’ve actually introduced it, is we’ve bought deodorant within the works. And can you discuss this one but? Can we discuss it publically?

Emily: We positive can. Sure, completely. And only a fast be aware about our substances. On our web site, now we have listed each single certainly one of our substances that’s in each single certainly one of our merchandise as a result of now we have all the things in there for a really particular purpose and nothing additional. So in case you are on our web site, you’ll be able to see that and we clarify to you why now we have 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 improvement and simply the enjoyable of all of it. This was really imagined to launch in July and we at the moment are in October and we’re nonetheless working very exhausting. As a result of I’m a really explicit particular person, and, Katie, you might be too, and we don’t launch something subpar. So we’re actually making an attempt to nail on this components. We wish it simply completely proper. As a result of pure deodorant is a tricky swap for lots of people. You do should undergo the detox course of. And so our deodorant is superb. We’re simply additionally engaged on the elements. We wanna use a recyclable tube. And getting that to work with our components has been a bit of bit tough, however we’re releasing a deodorant hopefully very early 2022.

Katie: And that is one other one which we thought was so essential as a result of it’s one thing most individuals use each single day. And such as you talked about, there may be an adjustment course of, particularly once 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 essential course of, as a result of now we have lymph nodes in our armpit, really a few of our larger lymph nodes and that’s an essential 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 research 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 as we speak’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 properly and the armpits are a part of the immune system, so we needed to verify we had been supporting that. So I do know now we have lots of nourishing substances in there as properly 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 properly as a result of that helps pace up the method. In case 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 lots of that sort of tissue across the armpits. And so, we had 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 substances 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: Effectively, we are able to. A fast be aware on the deodorant. That is my favourite analogy as a result of everytime you say pure deodorant, lots of occasions 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 at all times say, “Effectively, every time you must 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 making an attempt so exhausting to eliminate 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 making an attempt to eliminate one thing. Let it try this. And everytime you swap to pure, sure, there may be that point interval the place you must, you already know, sort of transition, however every time it’s executed, you’re gonna discover an entire lot much less armpit irritation, particularly for those who shave your armpits, and with out them being clogged all the time. Lots of people have itching armpits, and that’s from the antiperspirant. So this can be a swap that, though it takes time, is so properly value it. I simply needed to say that about deodorant.

Different upcoming merchandise. Oh sure. I’m very enthusiastic about this, and I do know your listeners will as properly as a result of so a lot of them are mother and father. We’re launching a youngsters’s toothpaste early subsequent 12 months, we hope January. It appears like January or February. We’re going to have a youngsters’s toothpaste. It’s based mostly on all the similar substances as our whitening toothpaste and it’s strawberry flavored with pure strawberries. So we’ve had lots of people inform us, “I like your toothpaste, however my little ones assume it’s sizzling 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 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 properly, as a result of I feel itching is one thing individuals are fearful of with pure deodorant and it’s a part of that eliminating the antiperspirant substances in your pores and skin and likewise ensuring you don’t have an excessive amount of of overly-alkaline substances. Like, baking soda could be nice. An excessive amount of baking soda could cause itching. So I do know we examined rather a lot to verify we had been proper in that excellent ratio. After which additionally simply to concentrate on as you make the swap, 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 for those who block that course of, your physique tries to compensate and really 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 making an attempt to compensate and to maintain your hair wholesome. And so in each of these circumstances, these merchandise, they may take a really quick adjustment interval, however then long-term you’re equalizing so you’ve gotten much less of that that you just’re preventing and also you’re working together with your physique’s pure course of.

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I feel one other factor that we try this I do know is a giant value to us as an organization and I’ve probably not talked about as a lot as I ought to’ve is the packaging facet. And I feel the rationale that is essential… I’ve talked about single-use plastics and the way dangerous they’re for the setting. And I do know now we have gone to excessive lengths, particularly these final two years with all of the sourcing delays, to supply sustainable, moral options right here as properly which are safer for the setting, safer for individuals. And so we use a sugarcane bioplastic which lots of people may not be accustomed to. 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 a substitute of standard plastic. Common plastic has petroleum in it which is a non-renewable useful resource. We’ll run out. And so our packaging is made… They are often constructed from a number of various things. Ours is sugarcane. They’ll additionally make bioplastics out of issues like corn starch, and straw and wooden chips. There’s all differing types and these are renewable sources. And ours could be composted commercially. And with the intention 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 concentrate on the life of standard plastic. And naturally, this does come at a value. So our bioplastic prices nearly 20 occasions greater than plastic. However once more, that is one thing that we really feel very strongly about. And outdoors of our tubes, now we have our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and could be recycled as properly.

Katie: Yeah. And we haven’t even talked in regards to the dry shampoo very a lot. Let’s simply contact on that one a bit of bit, as a result of, identical to the opposite haircare, the identical ideas apply. We’re making an attempt to not put something dangerous on the scalp. We’re additionally making an attempt to nourish the scalp. And so we use, identical to the opposite merchandise, ethically sourced, sustainable, pure substances. 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 injury the hair follicle over time and sort of additionally improve that oil creation course of within the scalp. However discuss a few of the substances we selected for the dry shampoo.

Emily: Sure, so we undoubtedly needed 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 and extra of it. And so ours is in that… It’s in a cardboard sort of a shaker. And so there’s a bit of little bit of a studying curve there we’ve observed and you must… The simplest approach 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 together with your fingers or with a make-up brush is one of the best ways. And it has a sodium bicarbonate which sort of helps take in these oils naturally, and likewise tapioca starch, which acts the identical approach because the aerosol. It soaks up the oils. In case your roots get a bit of bit darkish as a result of they’re a bit of soiled, possibly a bit of oily, it soaks that up as properly and it simply provides a bit of little bit of physique. That’s most likely my favourite use for it’s… I’ve very, very straight hair and it creates physique and quantity.

Katie: Yeah, I feel the make-up brush tip is tremendous useful, even to love apply… I generally will simply sprinkle it on my countertop and use an outdated make-up brush and brush it into my roots. And that was a humorous one as a result of a few guys that now we have on the staff at Wellnessee, after we first had been formulating the dry shampoo. They’d by no means used it earlier than they usually had been like, “Wait, so it’s like white grime that you just 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: Effectively, particularly as a mother. Yeah, any day I don’t have to clean my hair and dry it and spend half an hour doing that saves a lot time.

Emily: Completely. You requested about upcoming merchandise, and now we have one other one. I’m already serious about January and February as you’ll be able to see as a result of my thoughts is at all times 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 now we have seen such a necessity for it. As you stated, our substances 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 counsel with this one that you just sort of use it in rotation together with your whitening toothpaste. You don’t wanna use charcoal toothpaste two to 3 occasions a day on daily basis. We suggest it sort of like a two to 1. 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 occasions a day, can over clear the enamel nearly and pull an excessive amount of out. And so for those who stability it with the whitening toothpaste, then you definately get to maintain placing the minerals in. And I really feel like that provides you… We bought to check these early, a perk of being within the formulation facet of it. However I feel that provides you the widest enamel too, which if anyone’s watching the video, they’ll see your enamel, that are superb as properly. And let’s see. The rest on the upcoming product entrance or any of those 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 imagined to launch a number of months in the past and it’s nonetheless not out. So I’ve a lot of issues that I need 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 sort 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 corporations don’t actually discuss it. And that is an space the place there’s an enormous distinction once you’re speaking about pure merchandise versus standard merchandise, each in the price that goes into them and generally even the margins. However we’ve sort of actually delved into all of the completely different substances 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 needed to possibly like contact on the pricing facet and discuss how…

I’ve talked about so many occasions on right here, everytime you purchase a product wherever, you’re voting together with your {dollars}. And mothers are the most important voters in that realm and have the biggest buying energy, which is why I’ve stated for years and years that mothers have the ability to shift society and when mothers make adjustments, society adjustments. And so we try to assist make these adjustments on the societal facet as properly now as an organization and actually drive ahead these pure merchandise. But additionally as particular person shoppers, we actually get to make shifts after we vote with our greenbacks. I do know you’ve sort of touched on lots of the completely different areas of the packaging being costlier and the way stringent we’re with our sourcing. However simply discuss a bit of bit extra about pricing and why we’re selecting these higher-cost choices even understanding that we’re not gonna have the ability to make a $2 toothpaste by utilizing pure substances.

Emily: Completely. And I’ve stated this earlier than, you must put money into your well being. And if anyone stated gasoline is dear, however in order for you you’ll be able to put, you already know, corn syrup in your engine in your automobile as a substitute, you’d say, “Effectively, 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 realize, you already know which you can hit the drive-through and you will get a cheeseburger for $1. However every time you concentrate on processing that meat and all the workers in there and, you already know, housing them and the lights, that cheeseburger most likely value about $0.12 to $0.15 cents to truly make and that’s scary. That’s too low cost.

And so it’s sort of that very same thought. You’re proper. We can’t make a $2 toothpaste, however put money into your well being, particularly together with your youngsters. And that’s simple. I’m identical to you, Katie. As soon as I had my first little one, I used to be actually frightened about all the things I used to be going to be placing into her physique. And we already know the hazards 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 feel that’s actually essential. And that’s why we’re so excited to get this youngsters’s toothpaste launched as a result of we’re hitting lots 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 advisable allowance of calcium, however that’s about it. I wouldn’t should name poison management, no huge sick results would occur. So I’m actually excited to have the ability to get this one out for youths. Such as you, I just like the mint one, however I feel lots of children are gonna actually love the fruity flavored one. And it will likely 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 these items that you just talked about and the way a lot you’re managing, and I see it firsthand on daily basis. One other query that I get requested generally, 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 house? I’ve stated earlier than, you already know mothers have… We now have so many superb alternatives in as we speak’s society. We even have rather a lot on our plates and I do know lots of us really feel overwhelmed lots of the time. So any ideas for balancing work in life and mother life particularly?

Emily: Oh, boy, that’s a tricky one. Effectively, I’ve an excellent and understanding boss, in order that helps. Thanks, Katie. However I feel lots of occasions every time we discuss pure merchandise and making these adjustments in our house, it may be actually overwhelming. And lots of occasions, you already know, I’ll be listening to you or I’ll be studying an article and I’d simply really feel overwhelmed with all of those adjustments that I’m imagined to make for my well being and my youngsters and my house. And I at all times inform individuals simply take one step at a time. Don’t take into consideration eliminating all the things in your own home which may be poisonous. You’ll begin taking a look at all the things otherwise and that’s good, however simply little child steps. So, you already know, the toothpaste is a good instance of that. I’m sorry I preserve referring to the toothpaste, however I wanna inform you this.

I do know individuals who aren’t even very well being aware which have made the swap to this toothpaste seamlessly. And so lots of occasions everytime you swap 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 simple, tiny step which you can make as we speak for you and for your loved ones. And so I feel that’s one of many ways in which I don’t get overwhelmed. I attempt to stability all the issues, as all of us do. I attempt actually exhausting to be current at work once I’m at work, and when I’m house, I’m house with my youngsters, and I flip off all the things else, I don’t get distracted with gadgets and issues like that. After which every time I would like my alone time, then I’m within the woods.

Katie: Working 50 miles. I find it irresistible. I agree. And I feel that’s… You’re proper. Take the infant steps and do the easy switches first. And I do know that’s additionally why we centered on these explicit merchandise first as a result of we needed them to be comparatively seamless switches. Such as you stated, oral care already is, and for those who simply swap these primary merchandise, it’s sort of the rule of 80/20. You’re eliminating 80% of the dangerous stuff that you’d be encountering in your private care merchandise on daily basis and so then you definately don’t should stress as a lot in regards to the different ones. I do know that’s why we tackled the exhausting ones first and it’s been fairly the endeavor to do this, however I’m so excited and happy with the merchandise now we have and the upcoming ones. And one other query I’d like to ask towards the top of interviews is that if there’s a e-book or various books which have had a profound affect in your life, and in that case what they’re and why?

Emily: All proper. Effectively, one which’s timeless to me and at all times related I’d say is “The World is Flat” by Thomas Friedman. And I do know it’s an older e-book, nevertheless it simply has at all times spoken to me about how, over time, our world is getting smaller and smaller. And naturally, as a result of I work with individuals all around the world on daily basis, I take very late, late cellphone calls as a result of that’s when everyone else is waking up. Our world is getting smaller and smaller. And he meant it in an financial perspective. You realize, in case you are a baker, you might be competing with the baker subsequent door. And you already know that as we speak we’re competing with markets all all over the world on a regular basis. So you already know, that’s sort of an expert e-book for that purpose. However personally, you concentrate on 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 all around the world. So I simply assume he was undoubtedly considering forward of his time every time he wrote that e-book and it’s simply at all times spoke to me, particularly as a result of I do product improvement, so my world it appears very small, you already know, since I work in all places.

Katie: That may be a new advice. I’ll ensure that’s linked within the present notes as properly, 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 set in and the way you retain all the things on observe for all of us and likewise for all… I do know you’ve discovered to this complete world much more and all of the analysis you set in to creating positive all the things that we put on the market is absolutely the highest high quality out there. I additionally know the way busy you might be so I’m grateful on your time and being right here as we speak. Thanks a lot. And thanks on your time and your knowledge in all this.

Emily: All proper, nice. Thanks, Katie.

Katie: And thanks as at all times to you guys for listening, for sharing your most beneficial property, your time, your power, and a spotlight with us as we speak. We’re each so grateful that you just did and I hope that you’ll be part of me once more on the following episode of the “Wellness Mama” podcast.

In case 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 implies much more mothers and households may gain advantage from the data. I actually recognize your time, and thanks as at all times for listening.



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