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Emily Blain on Creating Sustainable & Ethical Personal Care Products

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Youngster: Welcome to my Mommy’s podcast.

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Katie: Howdy, and welcome to “The Wellness Mama Podcast.” I’m Katie from wellnessmama.com. And right now, 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 number 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 growing 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 private home. She has 4 youngsters. So a number of youngsters concerned within the Wellnesse crew. And moreover having a grasp’s diploma in schooling, 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 right now into our sourcing, how we get merchandise and elements from…or our elements for our merchandise from everywhere in the world, why a few of our elements will not be 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 client merchandise that you just’re bringing into your private home. 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 that what goes on our pores and skin goes into our physique, and the best way to not simply keep away from the unhealthy stuff, however select good things that nourishes your scalp or your mouth from the skin 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 normal plastic, and a lot extra. Fascinating episode that may 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 private home. I’m personally very grateful for Emily. And I believe you’re actually gonna get pleasure from this episode. So let’s bounce 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 lots, however I’ve by no means actually deep-dived into all the pieces that goes into that. And I do know till I jumped into this world, I might purchase issues on the retailer and do not 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 might be completely misplaced. So I’m excited to have your experience right here right now. Earlier than we bounce into that world although, like, I all the time love to simply discuss random information about folks, 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 someday 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 just too quick, I can’t attain that time. So, yeah, that’s my longest distance to this point 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 to this point. And for lots of the mothers listening, you’re additionally a mother of 4. So that you do that. Now you’ve a one-year-old child and also you’re nonetheless conducting that which is simply unbelievable 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 loads of the folks listening are conversant in Wellnesse or have purchased our merchandise earlier than. However like I mentioned, I’ve by no means actually defined all the pieces 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 telephone with all these elements 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 taking place proper now on the earth and also you’ve managed all of that. So I believe to begin broad, let’s discuss just a little bit about product growth 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 web site 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, for example. So for individuals who aren’t acquainted, discuss just a little bit concerning the product growth world and all of the steps that go into that.

Emily: Positive, sure. So product growth 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 we have now to take these to scale. We supply our elements globally from everywhere in the world. In order that being mentioned, if we all know we wish 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 elements are very rigorously sourced and vetted to ensure that they meet the entire requirements that you’ve got set for your self, your loved ones, and your viewers. So sourcing particular person elements, after which we have now to discover a producer who may help us to take that enormous scale. So that you’ve made it in a small batch in your kitchen and we have now to make very, very massive batches. We’ve got to undergo stability testing, in fact. All of those merchandise need to have a shelf-life. So we have now to know that it’s not gonna, you already know, find yourself rancid or separate or do something like that. Stability testing may be wherever from 6 to eight to 12 weeks. If it doesn’t go properly, 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 have now to search out packaging. It needs to be packaging that’s sustainable, that agrees with our message, after which we have now 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 time-frame for positive. And yeah, after that, it’s simply placing all of these items collectively, getting the entire elements to the producer, and eventually 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 tons of 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 process with, like, sort of obscure elements and having to vet issues from completely different international locations, such as you mentioned, and all this sourcing.

Relating to the sourcing, one factor I wanna be certain that we discuss is…as a result of I discuss lots on the weblog about consuming natural and avoiding pesticides at any time when attainable. And never each single ingredient in our system is licensed natural and our formulation proper now will not be licensed natural. And I believe it’s vital to elucidate to folks why and sort of what goes into this course of, as a result of I’ve realized we’ve sort of in loads 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 converse to this on the product world. However there are some elements that by their nature can’t be licensed natural, for example, or ones that we are able to, for example, confirm that they have been grown in a sure approach, or be certain that they don’t have chemical substances in them however they may not carry an natural certification. So are you able to simply discuss that perhaps in relation to a few of our elements and what that course of appears to be like like?

Emily: Positive, yeah. So loads of the elements that we supply are wild-harvested. And what which means is in lots of components of the world, they will exit and harvest sure issues comparable to elderberries, and they’re simply wild-harvested in nature. And loads of occasions, if the elements are licensed natural and so they’re grown on a farm particularly international locations, you don’t know the labor circumstances for folks there. And so wild-harvested is definitely a safer guess as a result of should you’re working straight with the producer or that supply, you already know the circumstances of the labor. So not all the pieces is licensed natural for that cause. And we do supply globally. So some issues may be grown organically within the U.S. however not somewhere else, 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 needed to ensure we actually clarify that, simply because… Like ensuring issues… Like, you talked about the vital circumstances that they’re raised in a sustainable approach, that they’re not gonna be sprayed with chemical substances, 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 we have now 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 protected labor and ensure that everybody in every single place alongside the road is handled ethically, which does make issues dearer. However are you able to sort of discuss just a little 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 may be a labor of affection for positive. Lots of people…we exit and we store and we don’t have time to have a look at each ingredient on the again of the bundle to ensure that it’s protected for us and for our households to make use of or devour. And so, we wish 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 combating outdated laws. And they also set requirements for actually wholesome agricultural practices. That’s in all probability their primary aim, ensuring that the way in which that completely different elements are produced is protected for the setting and in addition 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 take a look at on animals, so which means our particular person elements will not be examined on animals and our completed merchandise will not be examined on animals. After which lastly, we’re B-Corp-certified, which might be one among my favourite. It has lots to do with public transparency and ensuring that all the pieces, our complete enterprise, the way in which that it impacts staff 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 loads of work and it simply speaks volumes about our merchandise.

And yet one more 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 and so they 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 explanation 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 common, we’re discovering that the way in which 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 elements is admittedly superior.

Katie: I’m so glad you introduced that up, too, as a result of it’s great that we have now consciousness, such as you talked about, about deforestation that occurs with sure varieties of the way in which that palm oil is sourced. However now, such as you mentioned, particularly with third-party verification of all of this, we’re capable of ensure that none of our elements 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 needed to ensure we introduced up is, as a client, any product you purchase, you’ll be able to search for these certifications.

And I do know from having gone by actually tons of of hours of the verification for the B Corp, that was in all probability 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 staff and the way our staff 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 so many layers, which is superior. And so now, having gone by that, I’m much more respectful after 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 all the pieces. In order that I really feel like these certifications carry loads of weight.

And with EWG as properly…loads of listeners is likely to 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 may also put elements in there. And so after we’re formulating, we’re taking a look at all the person elements to ensure they’ve principally a inexperienced ranking in EWG, which suggests there’s not any documented causes of human hurt from these elements. As a result of I didn’t notice for a few years till I began researching this, there are such a lot of elements in private care merchandise that aren’t examined or confirmed to be protected in people, even merchandise which are used on infants, upwards of 100,000 chemical substances 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 tons of of chemical substances now of their wire blood the day they’re born. And the placenta blocks so many chemical substances 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 substances, 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 technique to look by and see if it has any potential hurt for your self, in your youngsters, 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 deliver a brand new product up, it’s the entire course of over again to ensure each ingredient is unhazardous and sustainable and moral. And we’ve undoubtedly picked some hard-to-find-and-source and just a little bit obscure elements that aren’t in loads of merchandise. So perhaps 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 for 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 sort of did a deep analysis into remineralization and, like, the pH and oral microbiome within the mouth, which I can discuss just a little bit about in a minute. However are you able to discuss concerning the sourcing of sort of the person elements 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 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 tooth and it replaces all of these misplaced minerals, comparable to calcium and phosphates, that you just’re going to lose naturally simply by consuming and acidic meals and micro organism that stay in your mouth. And you’ve got little teeny cracks and crevices in your tooth 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 tooth and mimic pure enamel and fill in all of these cracks. And lots of people, loads 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 superb 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 just a little 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 tooth are manufactured from and our enamel is manufactured from. In contrast to common toothpaste, you don’t need to be so cautious about spitting it out. In reality, you’ll be able to really depart these minerals on the tooth. So after 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 tooth, particularly whereas I’m sleeping.

And the explanation 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 just a little dose may be actually, actually, actually harmful. I believe again to when my oldest youngsters have been toddlers, I used to be at a pal’s home and she or he freaked out as a result of she thought her toddler had eaten an entire tube of toothpaste and she or he known as poison management, and this was typical toothpaste, and so they mentioned, “Nicely, 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 rest room counters.

And in order that was a cause 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 tooth really feel yellow due to issues like glycerin which is utilized in loads 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 tooth. Glycerin really can coat the tooth and hold that course of from taking place for wherever from half-hour to hours. We don’t really understand how 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. Plenty 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 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 retaining your tooth from with the ability to take up them within the first place.

However let’s discuss a number 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 number of the information about common toothpaste containing fluoride, for example. Additionally, microplastics, that was an enormous 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 youngsters’ mouths. However let’s sort of examine and distinction pure toothpaste, like ours to traditional 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 mentioned 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 loads of the large names. So glycerin, for these of you who might not know, it sort of creates a coating in your tooth. It’s created from GMO vegetable oils. And it makes you are feeling good, as a result of whenever you rub your tongue throughout your tooth it feels very clean. And then you definitely assume, “Oh, it feels so clean. Now my tooth are clear.” However as a result of you’ve that movie in your tooth, as you mentioned, Katie, the minerals out of your saliva can’t get to your tooth to remineralize them. And likewise, that movie attracts plaque. So it’s really doing the alternative of what you need it to do. So sure, loads of pure toothpastes are fluoride-free, however they’ve glycerin and so they have added sugars, which in fact, should you’re brushing your tooth, that doesn’t make any sense in any respect. So not even simply typical toothpaste however even pure toothpaste, you wanna learn the label. There are a number of elements that lots of them have that we completely don’t, and glycerin is unquestionably one of many massive ones.

Katie: Yeah, and to the touch on fluoride just a little bit extra, as a result of that’s utilized in most typical toothpaste. Such as you talked about, most pure toothpaste avoids it, and the explanation for that’s undoubtedly a controversial matter. However the way in which I sort of clarify it’s that they discovered some proof that fluoride would possibly make tooth more durable. Once 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 attention-grabbing 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 tooth that will be akin to consuming bandaids to repair a lower. It’s not gonna do this from the within out, however now it’s change into so extensively used.

And should you take a look at the precise information in PubMed, we all know that fluoride, particularly in sure doses, can really trigger tooth discoloration. It could possibly make tooth extra brittle, but in addition, after we’re speaking about sure doses, it may well trigger neurological issues, folks expertise pimples, or perioral dermatitis on their mouth from it, pores and skin issues. Like, folks are inclined to react to this. And the explanation I first began researching it after 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 whenever you’re placing fluoride in your mouth a number of occasions per day, and then you definitely’re attempting to help your thyroid, it may be counterproductive. In order that’s why we see loads of pure toothpaste avoiding fluoride. However such as you mentioned, to get the consistency proper and to attempt to hold tooth clean and all these issues we wish, lots of people substituted in glycerin. And to my information, we’re the primary toothpaste that makes use of hydroxyapatite and avoids glycerin completely, and I do know we went to excessive lengths to have the ability to do this.

Emily: You’re completely proper. We’re the one one which we have now discovered to this point that has hydroxyapatite and doesn’t have glycerin. And as you mentioned, fluoride, you already know, they thought it was good in your tooth and, you already know, it may well 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 tooth, and that’s really from fluoride. And, you already know, as you talked about, pimples, different neurological issues. And even when fluoride was actually nice in your tooth, it might solely probably be good in your tooth. So at any time when it’s in your gums and your tongue and your mouth and it’s working down your throat, that’s all unhealthy. Everyone knows how porous our mouth is and the way shortly issues are absorbed into the bloodstream from the mouth. So even should you mentioned fluoride is nice in your tooth, good luck getting it in your tooth and nowhere else in your mouth. And as you mentioned, 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 attention-grabbing factor to consider there’s, such as you mentioned, it’s not…if we have been speaking about simply the tooth, that will 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 concerning the mouth. And we all know that there’s complete books, all the pieces from vitamin and bodily degeneration on, speaking about how oral well being impacts the well being of all the physique. And because of this we see sure elevated danger of even issues like coronary heart points and individuals who have gingivitis for example. That is why folks 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 potential downstream results all through all the physique, together with within the intestine, together with within the coronary heart tissue. And because of this teething is definitely an immune occasion.

For any mothers who’re listening, you already know that when infants’ tooth 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 will expertise an immune response and have the drooling, that, like, gentle fever, even a number of the, like, sinus signs. It’s as a result of there’s an immune course of taking place. And so, understanding that, it’s vital to concentrate on that in what we put in our mouth. And so we’ve been actually aware in growing these merchandise to not put any oral microbiome disrupting elements and to consider 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 attempting to kill all the nice micro organism.

We’ve had dentists on this podcast earlier than who talked about there’s virtually sort of a stability between the gingivitis and the Strep Mutans micro organism that causes cavities. And the nice stability is when you’ve the fitting 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 unhealthy micro organism can get out of stability and then you definitely see cavities otherwise you see gingivitis. So a part of EWG verification and our personal sourcing in these elements is ensuring that we have been utilizing issues like inexperienced tea you talked about that naturally help the oral microbiome that assist goal the unhealthy 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 should 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’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 wish quite than attempt to, like, blunt them, like loads of typical merchandise do. And I might 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 substances that go on the pores and skin, within the mouth, within the hair cross into the bloodstream in some type or one other. And it is a nice cause to keep away from dangerous chemical substances in private care merchandise, definitely.

However with Wellnessee, we took this within the different route and realized if what goes on the physique goes within the physique, we are able to use this to our benefit. And so quite than simply avoiding the unhealthy stuff, how can we put in the good things in order that we’re benefiting the physique by these every day interactions? And that’s why we targeted first on toothpaste and haircare as a result of these are issues most individuals use each single day. I noticed I had relations and pals who, regardless of consuming natural and dwelling very wholesome lives, have been nonetheless utilizing sure typical shampoo and toothpaste as a result of it bought the impact that they needed and so they weren’t prepared to sacrifice how they regarded or how their tooth felt or how their tooth 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 typical merchandise and nonetheless keep 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 tooth that you just’re placing on…you’re placing this in your mouth in order that your physique could make your tooth 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 in addition 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 just isn’t soiled laundry. Don’t use detergent on it. As a substitute of that, we have now constructed principally a hair meals.

So let’s discuss concerning the haircare just a little 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 concerning 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 typical merchandise, it feels barely completely different, particularly whenever you’re adjusting since you’re really feeding your hair versus stripping all the pieces out of it. So discuss concerning the sourcing of our haircare just a little bit.

Emily: Completely. In order you mentioned, most typical 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 at any time when 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 have pure physique in your hair. And so our shampoo comprises a number of elements which are going to maintain your hair actually gentle, actually clear. and nurture it as you mentioned. 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 loads 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 terrific 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 useful issues in. And such as you talked about, I believe you’re proper. Most individuals consider their hair and we have now 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 useful in that that’s gonna nourish the scalp, that’s the place you really enhance your hair. I believe folks notice, however, like, as soon as hair is out of your scalp, it’s really useless. The expansion course of is occurring 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 taking place 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 up vitamins. So anytime we are able to put useful issues in there, we’re capable of create a optimistic impact over time.

And like I mentioned, we began with haircare and toothpaste as a result of I really feel like these are a number 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 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 believe 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 word about our elements. On our web site, we have now listed each single one among our elements that’s in each single one among our merchandise as a result of we have now all the pieces in there for a really particular cause 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 we have now chosen every ingredient and the place it’s sourced from and its objective. So deodorant. That is a type 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 at the moment are in October and we’re nonetheless working very laborious. As a result of I’m a really specific individual, and, Katie, you might be too, and we don’t launch something subpar. So we’re actually attempting to nail on this system. We would like it simply completely proper. As a result of pure deodorant is a troublesome swap for lots of people. You do need to 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 system has been just a little 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 have now lymph nodes in our armpit, really a few of our greater lymph nodes and that’s an vital a part of our immune system. And placing these chemical substances 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 detoxing, sweating is the simplest detox pathway for chemical substances like BPA, which we all know we’re uncovered to in large quantities in right now’s world. And so if we’re blocking one of many locations we sweat probably the most, we really are blocking our physique’s detoxing 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 ensure we have been supporting that. So I do know we have now loads of nourishing elements 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 put up I’ve as properly as a result of that helps pace up the method. For those who 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 substances can really retailer within the physique we don’t even understand how lengthy, however probably for years and years, particularly in lymph nodes and fatty tissue, and you’ve got loads of that sort 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 elements that may feed the pores and skin and never block these pure processes. Are there every other upcoming merchandise we’re allowed to speak about but?

Emily: Nicely, we are able to. A fast word on the deodorant. That is my favourite analogy as a result of everytime you say pure deodorant, loads of occasions folks cringe as a result of they’re afraid of the detox course of and so they’re afraid of switching after which being embarrassed in public. And I all the time say, “Nicely, at any time when 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 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 attempting to eliminate one thing. Let it do this. And everytime you swap to pure, sure, there’s that point interval the place it’s a must to, you already know, sort of transition, however at any time when it’s completed, you’re gonna discover an entire lot much less armpit irritation, particularly should 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 it is a swap that, though it takes time, is so properly price 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 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 elements 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 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 concerning the deodorant as properly, 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 elements in your pores and skin and in addition ensuring you don’t have an excessive amount of of overly-alkaline elements. Like, baking soda may be nice. An excessive amount of baking soda could cause itching. So I do know we examined lots to ensure we have been proper in that good 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 should 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 circumstances, these merchandise, they may take a really quick adjustment interval, however then long-term you’re equalizing so you’ve much less of that that you just’re combating and also you’re working together with your physique’s pure course of.

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I believe one other factor that we do this I do know is an enormous value to us as an organization and I’ve probably not talked about as a lot as I ought to’ve is the packaging aspect. And I believe the explanation that is vital… I’ve talked about single-use plastics and the way dangerous they’re for the setting. And I do know we have now 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 folks. And so we use a sugarcane bioplastic which lots of people won’t 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 a substitute of normal 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 created 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 may be composted commercially. And with a purpose 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 at any time when you concentrate on the life of normal plastic. And naturally, this does come at a value. So our bioplastic prices virtually 20 occasions greater than plastic. However once more, that is one thing that we really feel very strongly about. And out of doors of our tubes, we have now our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and may be recycled as properly.

Katie: Yeah. And we haven’t even talked concerning the dry shampoo very a lot. Let’s simply contact on that one just a little bit, as a result of, identical to the opposite haircare, the identical ideas 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 elements. 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 might really injury the hair follicle over time and sort of additionally improve that oil creation course of within the scalp. However discuss a number of the elements we selected for the dry shampoo.

Emily: Sure, so we undoubtedly needed to steer clear of 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 just a little little bit of a studying curve there we’ve observed and it’s a must to… The best 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 simplest ways. And it has a sodium bicarbonate which sort of helps take in these oils naturally, and in addition tapioca starch, which acts the identical approach because the aerosol. It soaks up the oils. In case your roots get just a little bit darkish as a result of they’re just a little soiled, perhaps just a little oily, it soaks that up as properly and it simply provides just a little 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 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 we have now on the crew at Wellnessee, after we first have been formulating the dry shampoo. They’d by no means used it earlier than and so they have been like, “Wait, so it’s like white dust that you just put in your hair?” And I used to be like, “Sure, all girls 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 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 we have now one other one. I’m already occupied with January and February as you’ll be able to 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 have now seen such a necessity for it. As you mentioned, our elements are not like every 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 a few occasions a day each day. We suggest it sort of like a two to at least one. However we’re excited to be launching that later this week.

Katie: Yeah, that’s a terrific tip is… As a result of charcoal, if used such as you mentioned a number of occasions a day, can over clear the tooth virtually and pull an excessive amount of out. And so should you stability it with the whitening toothpaste, then you definitely get to maintain placing the minerals in. And I really feel like that offers you… We bought to check these early, a perk of being within the formulation aspect of it. However I believe that offers you the widest tooth too, which if anyone’s watching the video, they will see your tooth, that are superb as properly. And let’s see. Anything 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 mentioned, the deodorant was purported to launch a number of months in the past and it’s nonetheless not out. So I’ve a number of issues that I need to do however I don’t understand how lengthy it’s going to take, so I’ll cease there.

Katie: And we’ll hold you guys posted as we get nearer to with 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 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 typical 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 elements 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, for example, ours can appear costly. And I simply needed to perhaps like contact on the pricing aspect 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 largest voters in that realm and have the biggest buying energy, which is why I’ve mentioned for years and years that mothers have the facility to shift society and when mothers make modifications, society modifications. And so we are attempting to assist make these modifications on the societal aspect as properly now as an organization and actually drive ahead these pure merchandise. But in addition 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 loads of the completely different areas of the packaging being dearer and the way stringent we’re with our sourcing. However simply discuss just a little bit extra about pricing and why we’re selecting these higher-cost choices even understanding that we’re not gonna be capable to make a $2 toothpaste by utilizing pure elements.

Emily: Completely. And I’ve mentioned this earlier than, it’s a must to put money into your well being. And if any individual mentioned gasoline is dear, however if you would like you’ll be able to put, you already know, corn syrup in your engine in your automobile as a substitute, you’ll say, “Nicely, no. That’s not good for my automobile. I’m not gonna do this.” However folks are usually okay with placing unhealthy issues of their physique. , you already know that you may hit the drive-through and you may get a cheeseburger for $1. However at any time when you concentrate on processing that meat and all the staff in there and, you already know, 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 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 youngster, I used to be actually anxious about all the pieces I used to be going to be placing into her physique. And we already know the hazards of typical toothpaste. Though it prices greater than typical 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 loads of actually involved mother and father, however their kiddos don’t wanna attempt it. So we’re excited concerning the strawberry toothpaste for that cause.

Katie: Yeah, my youngsters 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 simply eat the entire tube of it, it could really simply… She can be above her every day really useful allowance of calcium, however that’s about it. I wouldn’t need to name poison management, no large in poor health 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 believe loads of youngsters 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 just talked about and the way a lot you’re managing, and I see it firsthand each day. 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 youngsters at house? I’ve mentioned earlier than, you already know mothers have… We’ve got so many superb alternatives in right now’s society. We even have lots on our plates and I do know loads of us really feel overwhelmed loads of the time. So any ideas for balancing work in life and mother life particularly?

Emily: Oh, boy, that’s a troublesome one. Nicely, I’ve an excellent and understanding boss, in order that helps. Thanks, Katie. However I believe loads of occasions at any time when we discuss pure merchandise and making these modifications in our house, it may be actually overwhelming. And loads 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 modifications that I’m purported to make for my well being and my youngsters and my house. And I all the time inform folks simply take one step at a time. Don’t take into consideration eliminating all the pieces in your home which may be poisonous. You’ll begin taking a look at all the pieces otherwise and that’s good, however simply little child steps. So, you already know, the toothpaste is a superb instance of that. I’m sorry I hold 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 swap to this toothpaste seamlessly. And so loads 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 straightforward, tiny step that you may make right now 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 stability the entire issues, as all of us do. I attempt actually laborious to be current at work after I’m at work, and when I’m house, I’m house with my youngsters, and I flip off all the pieces else, I don’t get distracted with gadgets and issues like that. After which at any time when I want my alone time, then I’m within the woods.

Katie: Working 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 targeted on these specific merchandise first as a result of we needed them to be comparatively seamless switches. Such as you mentioned, oral care already is, and should you 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 each day and so then you definitely don’t need to stress as a lot concerning the different ones. I do know that’s why we tackled the laborious ones first and it’s been fairly the endeavor to do this, however I’m so excited and happy with the merchandise we have now 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 a lot of books which have had a profound impression 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 might say is “The World is Flat” by Thomas Friedman. And I do know it’s an older ebook, nevertheless it 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 folks everywhere in the world each day, I take very late, late telephone 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. , in case you are a baker, you might be competing with the baker subsequent door. And you already know that right now we’re competing with markets all world wide on a regular basis. So you already know, that’s sort of knowledgeable ebook for that cause. 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 everywhere in the world. So I simply assume he was undoubtedly considering forward of his time at any time when 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, you already know, since I work everywhere.

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 pieces on observe for all of us and in addition for all… I do know you’ve realized to this complete world much more and all of the analysis you set in to creating positive all the pieces that we put on the market is absolutely the highest high quality out there. I additionally understand how busy you might be so I’m grateful in your time and being right here right now. Thanks a lot. And thanks in 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 dear property, your time, your power, and a spotlight with us right now. 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.

For those who’re having fun with these interviews, would you please take two minutes to go away a ranking or evaluate on iTunes for me? Doing this helps extra folks 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.