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Katie: Whats up, 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 tip, 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 can be 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 he or she 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 kids. So numerous kids concerned within the Wellnesse workforce. And in addition to 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 he or she grew up on a farm in Kentucky working tobacco, hay, and in an orchard.
And he or she 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 aren’t licensed natural, however why we truly 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 simply’re bringing into your private home. After which we go deep on subjects like oral care, hair care, and the way to decide on merchandise that work along with your physique, not towards it, with the concept that what goes on our pores and skin goes into our physique, and how you can not simply keep away from the unhealthy stuff, however select good things that nourishes your scalp or your mouth from the skin in as nicely. And we additionally go deep on packaging since you guys have heard me discuss plastic and the issues with plastic earlier than. And so we go deep on why we spend actually 20 instances extra to get environmentally pleasant sugarcane bioplastic as 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 leap in. Emily, welcome.
Emily: Thanks, Katie.
Katie: Thanks for being right here. I believe that is gonna be a extremely 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 loads, 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 whenever 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 monitor and with out you I’d be solely misplaced. So I’m excited to have your experience right here right now. Earlier than we leap into that world although, like, I all the time love to only discuss random information about folks, and I do know from realizing you that you’re an extremely runner, which appears incomprehensible to me, however I’ve in my notes that you simply ran 50 miles like at one time. You probably did this in, like, a span of time with out sleeping in between?
Emily: Sure, I did all of it in sooner or later in about 11 hours. And it’s path operating, so it’s out within the woods. And I discover that the additional you run, you simply type of get into this zone and I discover whole peace after so many hours on the market on my own. And in order that’s the draw for me. If the run is simply too brief, I can’t attain that time. So, yeah, that’s my longest distance so far 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 simply went thus far. 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 undertaking 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 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 truly 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 totally different locations. And I do know we’ve had an uphill battle with all of the delays and simply issues which can be taking place proper now on the earth and also you’ve managed all of that. So I believe to start out broad, let’s speak a little bit bit about product improvement and type 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, speak a little bit bit concerning the product improvement world and all of the steps that go into that.
Emily: Certain, 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 truly 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 along with your recipes that you simply made within the kitchen and we’ve got to take these to scale. We supply our elements globally from everywhere in the world. In order that being stated, if we all know we wish inexperienced tea in our toothpaste, we don’t simply, you already know, discover the primary inexperienced tea and go along with it. Every of our elements are very fastidiously 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’ve got to discover a producer who can assist us to take that giant scale. So that you’ve made it in a small batch in your kitchen and we’ve got to make very, very massive batches. We now have to undergo stability testing, in fact. All of those merchandise need to have a shelf-life. So we’ve got 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 nicely, we go all the way in which again to the start, again to the drafting board and attempt to determine that out.
Outdoors of that, we’ve got to seek out packaging. It needs to be packaging that’s sustainable, that agrees with our message, after which we’ve got to supply that. And naturally, as you talked about, sourcing has been an actual drawback for lots of producers, simply the character of our world proper now. And sourcing might be our greatest problem and the most important bottleneck, and that hurts our time-frame for certain. And yeah, after that, it’s simply placing all of these items collectively, getting the entire elements to the producer, and at last having that completed product in hand.
Katie: Yeah, and also you make it appear simple, however it does take months normally 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, type of obscure elements and having to vet issues from totally different international locations, such as you stated, and all this sourcing.
With regards to the sourcing, one factor I wanna ensure that we discuss is…as a result of I speak loads on the weblog about consuming natural and avoiding pesticides every time attainable. And never each single ingredient in our formulation is licensed natural and our formulation proper now aren’t licensed natural. And I believe it’s essential to elucidate to folks why and type of what goes into this course of, as a result of I’ve realized we’ve type 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 communicate 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 manner, or ensure that they don’t have chemical compounds 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 seems like?
Emily: Certain, 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 instances, if the elements are licensed natural they usually’re grown on a farm particularly international locations, you don’t know the labor situations for folks there. And so wild-harvested is definitely a safer wager as a result of in case you’re working instantly with the producer or that supply, you already know the situations 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 elsewhere, 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 essential. I needed to verify we actually clarify that, simply because… Like ensuring issues… Like, you talked about the essential situations that they’re raised in a sustainable manner, that they’re not gonna be sprayed with chemical compounds, but additionally 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 type of segues into one other factor, which is we’ve got a number of certifications to ensure that each degree of that course of has been vetted and that we’re being each environmentally pleasant, non-toxic to our customers, and utilizing secure labor and ensure that everybody all over the place alongside the road is handled ethically, which does make issues dearer. However are you able to type of speak a little bit bit about our certifications from B Corp to EWG and Leaping Bunny and why we went by way of that course of with every of them?
Emily: Completely. So that may be a labor of affection for certain. Lots of people…we exit and we store and we don’t have time to take a look at each ingredient on the again of the bundle 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 totally 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 way in which that totally different elements are produced is secure for the atmosphere and likewise acceptable for customers as nicely.
So we’re EWG-certified, and, as you talked about, we even have our Leaping Bunny certification, which is cruelty-free. We don’t take a look at on animals, so which means our particular person elements aren’t examined on animals and our completed merchandise aren’t examined on animals. After which lastly, we’re B-Corp-certified, which might be one in every of my favourite. It has loads to do with public transparency and ensuring that all the things, our total enterprise, the way in which that it impacts employees and customers and group and the atmosphere, 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 another factor I wanna point out. We’re making a bar of cleaning soap, a physique bar, and we’re utilizing a palm oil. And lots of people hear that they usually simply cringe, as a result of we’ve heard that utilizing palm oil results in deforestation of the rainforest. We’re truly 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 fashionable, 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 totally different monkeys to supply coconut oil. And so now through the use of this sustainable palm oil farm, we all know the situations 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 type of element. That type of granular element on our elements is basically superior.
Katie: I’m so glad you introduced that up, too, as a result of it’s fantastic that we’ve got consciousness, such as you talked about, about deforestation that occurs with sure kinds of the way in which that palm oil is sourced. However now, such as you stated, particularly with third-party verification of all of this, we’re 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 have 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 believe 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 client, any product you purchase, you’ll be able to search for these certifications.
And I do know from having gone by way of actually tons of of hours of the verification for the B Corp, that was most likely essentially the most intense certification I’ve ever seen. They needed to see documentation on each ingredient, on our sourcing, on our closing merchandise, on our staff and the way our staff are handled, and will we all do group service in our free time and will we care about our native communities. I imply, they went with a fine-tooth comb by way of so many layers, which is superior. And so now, having gone by way of 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 things. In order that I really feel like these certifications carry loads of weight.
And with EWG as nicely…loads of listeners is perhaps accustomed to them for his or her Pores and skin Deep database, which I’ll put within the present notes for you guys. You may put merchandise in there. It’s also possible to put elements in there. And so once we’re formulating, we’re all the person elements to verify they’ve principally a inexperienced score 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 secure in people, even merchandise which can be used on infants, upwards of 100,000 chemical compounds now, lots of which aren’t examined for security.
And we all know that even new child infants, once we take a look at twine blood, they’ve tons of 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 build up 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 way of and see if it has any potential hurt for your self, to 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 way 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 positively picked some hard-to-find-and-source and a little bit bit obscure elements that aren’t in loads of merchandise. So perhaps you’re beginning with the toothpaste as a result of that’s type 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 accustomed to. I wasn’t till I type of did a deep analysis into remineralization and, like, the pH and oral microbiome within the mouth, which I can speak a little bit bit about in a minute. However are you able to speak concerning the sourcing of type 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 typically holds up manufacturing is getting that over right here and getting it over right here safely. It remineralizes enamel and it replaces all of these misplaced minerals, comparable to calcium and phosphates, that you simply’re going to lose naturally simply by way 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 dwelling. And so hydroxyapatite truly…the calcium…ours known as nano-hydroxyapatite which suggests teeny tiny particles, and people get into the cracks of the enamel and mimic pure enamel and fill in all of these cracks. And lots of people, 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 will probably 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 a little bit totally 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 truly our enamel 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 actual fact, you’ll be able to truly go away these minerals on the enamel. So after I use our toothpaste, I spit however I don’t, like, rinse my mouth out as a result of I truly need these minerals to remain on my enamel, 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 a little bit dose could be actually, actually, actually harmful. I believe again to when my oldest youngsters have been toddlers, I used to be at a good friend’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 referred to as poison management, and this was standard toothpaste, they usually stated, “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 purpose I knew…truly one of many causes I began formulating and making my very own toothpaste years and years in the past is again then there have been no choices that have been fluoride-free, and in the event that they have been, they really made your enamel really feel yellow due to issues like glycerin which is utilized in 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 enamel. Glycerin truly can coat the enamel and hold that course of from taking place for wherever from half-hour to hours. We don’t truly 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. Plenty of us, if we’re not consuming a nutrient-rich weight loss plan, could not have already got that many minerals in our saliva to start with. So the hydroxyapatite helps type of add these minerals proper instantly within the mouth the place you want them. However glycerin would type of undo the entire level of that by conserving your enamel from having 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 most likely seen a number of the data 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, every kind of sweeteners that you simply positively wouldn’t wanna eat and I don’t need in my youngsters’ mouths. However let’s type of examine and distinction pure toothpaste, like ours to standard toothpaste, and a few of these issues to pay attention to.
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 loads of the large names. So glycerin, for these of you who could not know, it type of creates a coating in your enamel. It’s constituted of GMO vegetable oils. And it makes you’re feeling good, as a result of whenever 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 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 in addition, that movie attracts plaque. So it’s truly doing the other of what you need it to do. So sure, loads of pure toothpastes are fluoride-free, however they’ve glycerin they usually have added sugars, which in fact, in case you’re brushing your enamel, that doesn’t make any sense in any respect. So not even simply standard toothpaste however even pure toothpaste, you wanna learn the label. There are a number of 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 a little bit 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 explanation for that’s positively a controversial subject. However the way in which I type of clarify it’s that they discovered some proof that fluoride would possibly make enamel more durable. Once you actually delve into the science although, it additionally would possibly make them extra brittle. So, like, hardness doesn’t essentially instantly correlate with not having cavities, and there’s a type of like actually attention-grabbing and convoluted historical past of fluoride and the way it’s a byproduct of different industrial processes after which obtained added to toothpaste and now to our ingesting water, which is an entire separate subject, as a result of to me, that’s like… Even when it labored on the enamel that may be akin to consuming bandaids to repair a reduce. It’s not gonna do this from the within out, however now it’s develop into so broadly used.
And in case you have a look at the precise knowledge in PubMed, we all know that fluoride, particularly in sure doses, can truly trigger tooth discoloration. It will probably make enamel extra brittle, but additionally, once we’re speaking about sure doses, it might probably trigger neurological issues, folks expertise zits, or perioral dermatitis on their mouth from it, pores and skin issues. Like, folks are likely 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 type of disrupt that course of. So whenever you’re placing fluoride in your mouth a number of instances 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 loads of pure toothpaste avoiding fluoride. However such as you stated, to get the consistency proper and to attempt to hold enamel clean and all these issues we wish, lots of people substituted in glycerin. And to my data, we’re the primary toothpaste that makes use of hydroxyapatite and avoids glycerin solely, 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’ve got discovered thus far that has hydroxyapatite and doesn’t have glycerin. And as you stated, fluoride, you already know, they thought it was good to your enamel and, you already know, it might probably truly trigger tooth discoloration. You might need seen this. I bear in mind seeing…particularly kids as a result of they use an excessive amount of toothpaste and also you’ll see spots on their enamel, and that’s truly from fluoride. And, you already know, as you talked about, zits, different neurological issues. And even when fluoride was actually nice to your enamel, it may solely probably be good to your enamel. So every time it’s in your gums and your tongue and your mouth and it’s operating 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 in case you stated fluoride is nice to your enamel, good luck getting it in your enamel and nowhere else in your mouth. And as you stated, including it to water makes zero sense. There’s nothing that tells us that fluoride is nice to be ingested. That’s not a good suggestion.
Katie: And one other attention-grabbing factor to consider there’s, such as you stated, it’s not…if we have been speaking about simply the enamel, that may 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 once we’re speaking concerning 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 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 situations take antibiotics after they get dental work, as a result of anytime you’re disrupting that oral microbiome and crossing that barrier within the mouth, you’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’ enamel first break, you’re having a meld of the oral microbiome and the inner atmosphere 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, realizing that, it’s essential to pay attention to 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 take note of that basically delicate and superb course of, as a result of the mouth is actually not a bacteria-free atmosphere, and, identical to our intestine, it wants constructive micro organism. And so that you don’t truly need to like over-sanitize the mouth through the use of one thing like alcohol-based mouthwash on a regular basis and making an attempt to kill all the nice micro organism.
We’ve had dentists on this podcast earlier than who talked about there’s nearly type of a stability between the gingivitis and the Strep Mutans micro organism that causes cavities. And the nice stability is when you’ve the suitable 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 type of pathogenic unhealthy 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 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 nicely that discuss how one can even compound the advantages of our toothpaste by the way you eat.
And in case you’re consuming sufficient fats soluble nutritional vitamins and a nutrient-dense weight loss plan 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 can be going to work with the physique’s pure pathways to get the impact we wish fairly than attempt to, like, blunt them, like loads 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 truly 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 it is a nice purpose to keep away from dangerous chemical compounds in private care merchandise, actually.
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 fairly than simply avoiding the unhealthy stuff, how can we put in the good things in order that we’re benefiting the physique by way of these each 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 members of the family and buddies who, regardless of consuming natural and dwelling very wholesome lives, have been nonetheless utilizing sure standard shampoo and toothpaste as a result of it obtained the impact that they needed they usually weren’t prepared to sacrifice how they regarded or how their enamel felt or how their enamel regarded only for the sake of being pure.
So we knew when beginning Wellnessee we needed to create merchandise that didn’t simply work in addition to pure merchandise, they needed to work in addition to standard merchandise and nonetheless preserve that basically strict diploma of sourcing and environmentally pleasant and unhazardous for the physique. And so we type of constructed on this premise of meals for the enamel that you simply’re placing on…you’re placing this in your mouth in order that your physique could make your enamel stronger when you sleep. With haircare, it was how will 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 constructive issues in that profit the hair and the scalp? I do know we get opinions about individuals who see their hair getting stronger and thicker, and it’s as a result of we’ve switched that, type of turned it on its head. As an alternative 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 an alternative of that, we’ve got constructed principally a hair meals.
So let’s speak concerning the haircare a little bit bit. We now have shampoo and conditioner, a number of formulation of every. And identical to the toothpaste, we’ve gone by way of this actually excessive diploma of sourcing and verification. However I really feel prefer it’s essential to speak concerning the variations not simply within the formulation, but additionally within the impact and the texture on the hair. As a result of whereas it does get hair truly cleaner than most standard merchandise, it feels barely totally different, particularly whenever you’re adjusting since you’re truly feeding your hair versus stripping all the things out of it. So speak concerning the sourcing of our haircare a little bit bit.
Emily: Completely. In order you stated, most standard shampoos and conditioners include sodium lauryl sulfate, SLS, and what that’s doing is it’s stripping the pure oils from the hair follicles and out of your scalp as nicely. And every time it does that, when it takes all these pure oils away, it’s going to trigger breakage, brittle hair, and many frizz, particularly when you’ve got pure physique in your hair. And so our shampoo accommodates a number of elements which can be going to maintain your hair actually gentle, actually clear. and nurture it as you stated. We use avocado butter and that really 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 remedy, and also you’ll see that in loads of customary 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 nicely and it’s an excellent detox for the scalp, and it type 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 believe you’re proper. Most individuals consider their hair and we’ve got so many merchandise that go in our hair, however shampoo particularly goes instantly 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 truly enhance your hair. I believe folks notice, however, like, as soon as hair is out of your scalp, it’s truly useless. The expansion course of is going on inside your scalp. So we truly wanna consider the scalp as nicely once 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 positively have a look at. But in addition, how can we over time ensure 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 helpful issues in there, we’re capable of create a constructive impact over time.
And like I stated, 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 over a tall order tackling the powerful ones first. And this has type of been our tenet in what comes subsequent as nicely. So I do know one other one which we’re engaged on, that I believe we are able to lastly announce and this would be the first place we’ve actually introduced it, is we’ve obtained deodorant within the works. And can you discuss this one but? Can we discuss it publically?
Emily: We certain can. Sure, completely. And only a fast be aware about our elements. On our web site, we’ve got listed each single one in every of our elements that’s in each single one in every of our merchandise as a result of we’ve got all the things in there for a really particular purpose and nothing additional. So if you’re on our web site, you’ll be able to see that and we clarify to you why we’ve got chosen every ingredient and the place it’s sourced from and its function. So deodorant. That is a type of… This goes again to product improvement and simply the enjoyable of all of it. This was truly purported to launch in July and we are actually 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 formulation. We would like it simply completely proper. As a result of pure deodorant is a tricky change 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 formulation has been a little bit 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’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 extremely essential course of, as a result of we’ve got lymph nodes in our armpit, truly 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 truly 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 simplest detox pathway for chemical compounds 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 essentially the most, we truly are blocking our physique’s cleansing course of. And so identical to that, we wanna not simply keep away from the dangerous stuff, however the pores and skin has a microbiome as nicely and the armpits are a part of the immune system, so we needed to verify we have been supporting that. So I do know we’ve got loads of nourishing elements in there as nicely that nourish the pores and skin and that assist keep away from odor with out blocking the pure detox pathways within the human physique.
And if anyone’s new to pure deodorant, I’ll hyperlink to the armpit detox publish I’ve as nicely 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 truly 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 loads of that type 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 be aware on the deodorant. That is my favourite analogy as a result of everytime you say pure deodorant, loads of instances folks cringe as a result of they’re afraid of the detox course of they usually’re afraid of switching after which being embarrassed in public. And I all the time say, “Nicely, every time it’s a must to go to the restroom, you don’t attempt to maintain that in, do you?” And I really feel like that about aluminum in your deodorant, as a result of everytime you’re utilizing an antiperspirant, your physique is 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 do this. And everytime you change to pure, sure, there’s that point interval the place it’s a must to, you already know, type of transition, however every time it’s accomplished, you’re gonna discover an entire lot much less armpit irritation, particularly in case 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 change that, though it takes time, is so nicely 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 nicely as a result of so lots of them are mother and father. We’re launching a kids’s toothpaste early subsequent 12 months, we hope January. It seems like January or February. We’re going to have a kids’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 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 positively, you guys will hear about it increasingly more as a result of I’m so excited to share these. And I’m glad you introduced up that time concerning the deodorant as nicely, as a result of I believe itching is one thing individuals are terrified of with pure deodorant and it’s a part of that eliminating the antiperspirant elements in your pores and skin and likewise ensuring you don’t have an excessive amount of of overly-alkaline elements. Like, baking soda could be nice. An excessive amount of baking soda could cause itching. So I do know we examined loads to verify we have been proper in that good ratio. After which additionally simply to pay attention to as you make the change, your physique will regulate and sweat much less over time because it will get used to not being blocked from sweating. As a result of simply in case you block that course of, your physique tries to compensate and really tries to sweat extra. So long-term overuse of antiperspirants can truly make you sweat extra, identical to long-term use of harsh detergents in your hair can truly 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 instances, these merchandise, they may take a really brief adjustment interval, however then long-term you’re equalizing so you’ve much less of that that you simply’re preventing and also you’re working along with your physique’s pure course of.
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I believe one other factor that we do this I do know is an enormous price to us as an organization and I’ve not likely talked about as a lot as I ought to’ve is the packaging aspect. And I believe the explanation that is essential… I’ve talked about single-use plastics and the way dangerous they’re for the atmosphere. And I do know we’ve got gone to excessive lengths, particularly these final two years with all of the sourcing delays, to supply sustainable, moral options right here as nicely which can be safer for the atmosphere, safer for folks. 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 normal plastic. Common plastic has petroleum in it which is a non-renewable useful resource. We are going to run out. And so our packaging is made… They are often constituted of 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 kinds 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 consider the life of normal plastic. And naturally, this does come at a value. So our bioplastic prices nearly 20 instances greater than plastic. However once more, that is one thing that we really feel very strongly about. And outdoors of our tubes, we’ve got our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and could be recycled as nicely.
Katie: Yeah. And we haven’t even talked concerning the dry shampoo very a lot. Let’s simply contact on that one a little bit 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 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 truly injury the hair follicle over time and type of additionally enhance 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 positively needed to keep away from the aerosol cans as you talked about. And lots of people who use the aerosol cans do discover that over time they’re utilizing increasingly more and extra of it. And so ours is in that… It’s in a cardboard type of a shaker. And so there’s a little bit little bit of a studying curve there we’ve seen and it’s a must to… The best manner that I say to use it’s to both put it into your hand or instantly onto the scalp after which both work it in along with your fingers or with a make-up brush is one of the best ways. And it has a sodium bicarbonate which type of helps absorb these oils naturally, and likewise tapioca starch, which acts the identical manner because the aerosol. It soaks up the oils. In case your roots get a little bit bit darkish as a result of they’re a little bit soiled, perhaps a little bit oily, it soaks that up as nicely and it simply provides a little bit 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 believe the make-up brush tip is tremendous useful, even to love apply… I typically will simply sprinkle it on my countertop and use an previous make-up brush and brush it into my roots. And that was a humorous one as a result of a few guys that we’ve got on the workforce at Wellnessee, once we first have been formulating the dry shampoo. That they had by no means used it earlier than they usually have been like, “Wait, so it’s like white grime that you simply put in your hair?” And I used to be like, “Sure, all girls perceive this. It’s precisely what it’s and we like it.”
Emily: Sure, if I can skip a day, I like it. 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’ve got one other one. I’m already eager about 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 truly, we’re gonna be launching simply this week… We’re launching our charcoal toothpaste. And clearly, we’re leaning closely within the oral care line and that’s as a result of we’ve got seen such a necessity for it. As you stated, our elements are in contrast to 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 simply type of use it in rotation along with your whitening toothpaste. You don’t wanna use charcoal toothpaste two to a few instances a day every single day. We suggest it type of like a two to 1. However we’re excited to be launching that later this week.
Katie: Yeah, that’s an excellent tip is… As a result of charcoal, if used such as you stated a number of instances a day, can over clear the enamel nearly and pull an excessive amount of out. And so in case you 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 obtained to check these early, a perk of being within the formulation aspect of it. However I believe that provides you the widest enamel too, which if anyone’s watching the video, they will see your enamel, that are superb as nicely. And let’s see. Anything on the upcoming product entrance or any of people who you wanna discuss earlier than we transfer on?
Emily: I’ve a few extra within the pipeline however nothing I wanna discuss but as a result of I don’t wanna get excited. As I stated, the deodorant was purported to launch a number of months in the past and it’s nonetheless not out. So I’ve numerous 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 hold you guys posted as we get nearer to having the ability to share a few of these new merchandise. And earlier than we type of get to the wrap-up questions I like to ask, I wanna additionally simply briefly discuss pricing and margins as a result of I really feel like that’s an space the place most firms don’t actually discuss it. And that is an space the place there’s an enormous distinction whenever you’re speaking about pure merchandise versus standard merchandise, each in the associated fee that goes into them and typically even the margins. However we’ve type of actually delved into all of the totally different elements and sourcing and the way top 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 instances on right here, everytime you purchase a product wherever, you’re voting along 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 facility to shift society and when mothers make adjustments, society adjustments. And so we are attempting to assist make these adjustments on the societal aspect as nicely now as an organization and actually drive ahead these pure merchandise. But in addition as particular person customers, we actually get to make shifts once we vote with our greenbacks. I do know you’ve type of touched on loads of the totally different areas of the packaging being dearer and the way stringent we’re with our sourcing. However simply speak a little bit bit extra about pricing and why we’re selecting these higher-cost choices even realizing that we’re not gonna be capable to make a $2 toothpaste through the use of pure elements.
Emily: Completely. And I’ve stated this earlier than, it’s a must to spend money on your well being. And if anyone stated gasoline is pricey, however in order for you you’ll be able to put, you already know, corn syrup in your engine in your automotive as a substitute, you’ll say, “Nicely, no. That’s not good for my automotive. I’m not gonna do this.” However folks are usually okay with placing unhealthy issues of their physique. You already know, you already know that you could hit the drive-through and you may get a cheeseburger for $1. However every time you consider processing that meat and all the staff in there and, you already know, housing them and the lights, that cheeseburger most likely price about $0.12 to $0.15 cents to truly make and that’s scary. That’s too low cost.
And so it’s type of that very same concept. You’re proper. We can not make a $2 toothpaste, however spend money on your well being, particularly along with your kids. And that’s simple. I’m identical to you, Katie. As soon as I had my first youngster, I used to be actually fearful about all the things I used to be going to be placing into her physique. And we already know the risks of standard toothpaste. Though it prices greater than standard toothpaste, it’s not gonna break the financial institution and also you’re investing in your well being, and I believe that’s actually essential. And that’s why we’re so excited to get this kids’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 purpose.
Katie: Yeah, my youngsters have gotten to check it. I do know yours have too. They’re tremendous excited for it.
Emily: They like it.
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 truly simply… She could be above her each day really helpful 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 will probably 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 simply talked about and the way a lot you’re managing, and I see it firsthand every single day. One other query that I get requested typically, and now I get to ask you, is any suggestions and the way do you do it as a busy working mother with younger youngsters at dwelling? I’ve stated earlier than, you already know mothers have… We now have so many superb alternatives in right now’s society. We even have loads on our plates and I do know loads of us really feel overwhelmed loads of the time. So any suggestions for balancing work in life and mother life particularly?
Emily: Oh, boy, that’s a tricky one. Nicely, I’ve an excellent and understanding boss, in order that helps. Thanks, Katie. However I believe loads of instances every time we discuss pure merchandise and making these adjustments in our dwelling, it may be actually overwhelming. And loads of instances, 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 purported to make for my well being and my kids and my dwelling. And I all the time inform folks simply take one step at a time. Don’t take into consideration eliminating all the things in your own home that could be poisonous. You’ll begin 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 hold 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 change to this toothpaste seamlessly. And so loads of instances everytime you change to a more healthy or a pure product, it’s troublesome. Just like the deodorant, there’s gonna be a detox course of. The toothpaste is a straightforward, tiny step that you could 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 exhausting to be current at work after I’m at work, and when I’m dwelling, I’m dwelling with my kids, and I flip off all the things else, I don’t get distracted with gadgets and issues like that. After which every time I want my alone time, then I’m within the woods.
Katie: Working 50 miles. I like it. I agree. And I believe that’s… You’re proper. Take the newborn steps and do the straightforward switches first. And I do know that’s additionally why we targeted 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 in case you simply change these fundamental merchandise, it’s type of the rule of 80/20. You’re eliminating 80% of the dangerous stuff that you’d be encountering in your private care merchandise every single day and so then you definately don’t need to stress as a lot concerning 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 we’ve got and the upcoming ones. And one other query I’d like to ask towards the tip of interviews is that if there’s a e book or quite a lot of books which have had a profound impression in your life, and if that’s the case what they’re and why?
Emily: All proper. Nicely, one which’s timeless to me and all the time related I’d say is “The World is Flat” by Thomas Friedman. And I do know it’s an older e book, however 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 every single day, I take very late, late telephone 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 already know, if you’re 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 type of knowledgeable e book for that purpose. However personally, you consider social media and the way a lot issues have modified and the way tiny our world is and how one can sustain with family and friends everywhere in the world. So I simply assume he was positively pondering forward of his time every time he wrote that e book and it’s simply all the time 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 could be a new suggestion. I’ll ensure that’s linked within the present notes as nicely, in addition to in fact too all of our merchandise and the way you guys can seize these for your loved ones. Emily, I’m so personally appreciative of all of the hours you set in and the way you retain all the things on monitor 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 certain 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 to your time and being right here right now. Thanks a lot. And thanks to your time and your knowledge in all this.
Emily: All proper, nice. Thanks, Katie.
Katie: And thanks as all the time to you guys for listening, for sharing your most respected belongings, your time, your vitality, and a spotlight with us right now. We’re each so grateful that you simply did and I hope that you’ll be a 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 evaluate on iTunes for me? Doing this helps extra folks to seek out the podcast, which suggests much more mothers and households may gain advantage from the knowledge. I actually respect your time, and thanks as all the time for listening.
