Baby: Welcome to my Mommy’s podcast.

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Katie: Whats up, and welcome to “The Wellness Mama Podcast.” I’m Katie from wellnessmama.com. And right this moment, 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 she or he has been instrumental in scaling these handmade recipes that I’ve been making for over a decade into large-scale manufacturing that we will get into your private home. She has 4 kids. So plenty of kids concerned within the Wellnesse crew. And apart from having a grasp’s diploma in training, she has this nice experience in product improvement. She’s additionally an extremely runner, which is unfathomable to me. And she or he grew up on a farm in Kentucky working tobacco, hay, and in an orchard.

And she or he actually delves right this moment 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 are usually not licensed natural, however why we really selected higher choices than what was out there as licensed natural, all of our third-party certifications, and what to search for, not simply in our merchandise, however in any shopper merchandise that you just’re bringing into your 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 in opposition to it, with the concept what goes on our pores and skin goes into our physique, and the right 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 effectively. 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 if you’re contemplating bringing merchandise into your private home. I’m personally very grateful for Emily. And I feel you’re actually gonna take pleasure in this episode. So let’s bounce in. Emily, welcome.

Emily: Thanks, Katie.

Katie: Thanks for being right here. I feel that is gonna be a very enjoyable dialog to get to delve into the world of pure private care merchandise, and particularly with Wellnesse, as a result of I discuss them on the podcast lots, 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 do not know the method it took to get these issues there, and that course of is much more so if you’re speaking about pure merchandise and really, very particular sourcing. So for these individuals who aren’t aware of you, you’re the COO of Wellnesse, which is our private care model. You retain us all on observe and with out you I’d be completely misplaced. So I’m excited to have your experience right here right this moment. Earlier than we bounce into that world although, like, I at all times 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 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 up to now is 50 miles.

Katie: That’s wonderful. I’m impressed, as a result of for me, like, my favourite distance to run is like 100 meters, so I’m impressed that you just went up to now. And for lots of the mothers listening, you’re additionally a mother of 4. So that you do that. Now you will have a one-year-old child and also you’re nonetheless carrying out that which is simply unbelievable to me. So main kudos to you.

Emily: Thanks.

Katie: Properly, there’s so many instructions I wanna go when speaking about Wellnesse, and I feel a number of the folks listening are aware of Wellnesse or have purchased our merchandise earlier than. However like I stated, I’ve by no means actually defined all the things that goes into really making these merchandise. And in some methods, you understand 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 planet and also you’ve managed all of that. So I feel to begin broad, let’s speak a bit of bit about product improvement and sort of all of the steps that go into that, as a result of these are merchandise that I’ve had DIY variations on my website for years, and now, these can be found publicly, and that has not been a simple course of to get one thing from a glass mason jar in my kitchen to a squeezable tube of toothpaste, as an illustration. So for individuals who aren’t acquainted, speak a bit of bit in regards to 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 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’ve 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 understand, discover the primary inexperienced tea and go together with it. Every of our elements are very fastidiously sourced and vetted to make it possible for they meet all the requirements that you’ve got set for your self, your loved ones, and your viewers. So sourcing particular person elements, after which we’ve to discover a producer who might help us to take that giant scale. So that you’ve made it in a small batch in your kitchen and we’ve to make very, very giant batches. We now have to undergo stability testing, in fact. All of those merchandise need to have a shelf-life. So we’ve to know that it’s not gonna, you understand, find yourself rancid or separate or do something like that. Stability testing might be anyplace from 6 to eight to 12 weeks. If it doesn’t go effectively, we go all the best way again to the start, again to the drafting board and attempt to determine that out.

Exterior of that, we’ve to seek out packaging. It needs to be packaging that’s sustainable, that agrees with our message, after which we’ve to supply that. And naturally, as you talked about, sourcing has been an actual drawback for lots of producers, simply the character of our world proper now. And sourcing might be our largest problem and the largest bottleneck, and that hurts our timeframe for positive. And yeah, after that, it’s simply placing all of these items collectively, getting all the parts to the producer, and eventually having that completed product in hand.

Katie: Yeah, and also you make it appear straightforward, however it does take months normally if no more to go from… And I do know I had like a whole bunch of iterations in my kitchen after which handed it off to you after which all of it needed to occur in a lab. And to stay with these standards, such as you talked about, I do know I didn’t make that a simple activity with, like, sort of obscure elements and having to vet issues from totally different nations, such as you stated, and all this sourcing.

In relation to the sourcing, one factor I wanna ensure we discuss is…as a result of I speak lots on the weblog about consuming natural and avoiding pesticides at any time when doable. And never each single ingredient in our method is licensed natural and our formulation proper now are usually not licensed natural. And I feel it’s vital to clarify to folks why and sort of what goes into this course of, as a result of I’ve realized we’ve sort of in a number 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, as an illustration, or ones that we will, as an illustration, confirm that they have been grown in a sure approach, or ensure they don’t have chemical substances in them however they won’t carry an natural certification. So are you able to simply discuss that possibly in relation to a few of our elements and what that course of seems to be like?

Emily: Certain, yeah. So a number of the elements that we supply are wild-harvested. And what meaning is in lots of components of the world, they’ll exit and harvest sure issues akin to elderberries, and they’re simply wild-harvested in nature. And a number of instances, if the elements are licensed natural they usually’re grown on a farm particularly nations, you don’t know the labor situations for folks there. And so wild-harvested is definitely a safer guess as a result of should you’re working immediately with the producer or that supply, you understand the situations of the labor. So not all the things is licensed natural for that purpose. And we do supply globally. So some issues might 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 sensible. I feel that was actually vital. I needed to verify we actually clarify that, simply because… Like ensuring issues… Like, you talked about the vital situations 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 in reality, that sort of segues into one other factor, which is we’ve a number of certifications to make it possible for each degree 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 make it possible for everybody in every single place alongside the road is handled ethically, which does make issues dearer. However are you able to sort of speak a bit of 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 take a look at each ingredient on the again of the bundle to make it possible for it’s protected for us and for our households to make use of or devour. And so, we wish to lean on these totally different certifications that agree with our rules and values. So EWG, which is the Environmental Working Group, their massive factor is they’re actually good at combating outdated laws. And they also set requirements for actually wholesome agricultural practices. That’s most likely their primary purpose, ensuring that the best way that totally different elements are produced is protected for the surroundings and likewise acceptable for shoppers as effectively.

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 meaning our particular person elements are usually not examined on animals and our completed merchandise are usually not examined on animals. After which lastly, we’re B-Corp-certified, which might be one in all my favourite. It has lots to do with public transparency and ensuring that all the things, our whole enterprise, the best way that it impacts employees and shoppers and neighborhood and the surroundings, is all simply aligned and really clear. And so simply very environmentally aware. That’s our focus from begin to end. And to have all three of these certifications for our merchandise is large. That’s a number of work and it simply speaks volumes about our merchandise.

And yet another factor I wanna point out. We’re making a bar of cleaning soap, a physique bar, and we’re utilizing a palm oil. And lots of people hear that they usually simply cringe, as a result of we’ve heard that utilizing palm oil results in deforestation of the rainforest. We’re really working with a sustainable palm oil farm, and the rationale that we selected that route we love palm oil and the best way that it may be used. And now, as a result of coconut oil is so wildly common, we’re discovering that the best way 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 will safely use palm oil in our merchandise now, which is fairly wonderful to have that sort of element. That sort of granular element on our elements is absolutely superior.

Katie: I’m so glad you introduced that up, too, as a result of it’s great that we’ve consciousness, such as you talked about, about deforestation that occurs with sure sorts of the best way that palm oil is sourced. However now, such as you stated, particularly with third-party verification of all of this, we’re in a position to make it possible for 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 feel they’re superior, however these don’t simply apply to Wellnessee. That was one other factor I needed to verify we introduced up is, as a shopper, any product you purchase, you’ll be able to search for these certifications.

And I do know from having gone by actually a whole bunch 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 last merchandise, on our workers and the way our workers are handled, and will we all do neighborhood service in our free time and will we care about our native communities. I imply, they went with a fine-tooth comb by so many layers, which is superior. And so now, having gone by that, I’m much more respectful once I see different firms which have these certifications as a result of I do know simply how a lot… And like, actually it’s important to get verification or documentation of all the things. In order that I really feel like these certifications carry a number of weight.

And with EWG as effectively…a number of listeners is likely to be aware of 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. You can even 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 understand 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 can be used on infants, upwards of 100,000 chemical substances now, a lot of which aren’t examined for security.

And we all know that even new child infants, once we take a look at wire blood, they’ve a whole bunch of chemical substances now of their wire blood the day they’re born. And the placenta blocks so many chemical substances that most likely 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 approach to look by and see if it has any potential hurt for your self, to your children, for your loved ones.

However let’s discuss that in a extra particular sense now, as a result of I do know we’ve gone by this course of with each ingredient. And each time we carry a brand new product up, it’s the entire course of yet again to verify each ingredient is unhazardous and sustainable and moral. And we’ve positively picked some hard-to-find-and-source and a bit of bit obscure elements that aren’t in a number of merchandise. So possibly you’re beginning with the toothpaste as a result of that’s sort of our cornerstone product. I’ve, like, been delving into that world for over a decade now. We supply issues… Like as an illustration, let’s discuss hydroxyapatite, which is I feel possibly one thing lots of people aren’t essentially aware of. 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 speak a bit of bit about in a minute. However are you able to speak in regards to the sourcing of sort of the person elements within the toothpaste, and particularly possibly hydroxyapatite?

Emily: Completely. So our hydroxyapatite is mined. It’s ethically mined in France. That’s the place all of it comes from proper now so long as we will. 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, akin to calcium and phosphates, that you just’re going to lose naturally simply by consuming and acidic meals and micro organism that dwell in your mouth. And you’ve got little teeny cracks and crevices in your tooth simply naturally from consuming and dwelling. And so hydroxyapatite really…the calcium…ours is known as 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, a number of our clients, will ask how lengthy does it take for that to happen? Is it after so many weeks of utilizing your tooth toothpaste or so many months? And the reply isn’t any. It might occur inside 10 minutes, it begins to fill in these little cracks and crevices. So it’s an extremely wonderful ingredient. We’re very excited to have it in our toothpaste.

Katie: Yeah, precisely. And I feel that’s the factor lots of people don’t understand. One factor that does set us aside is a bit of totally different is as a result of we use hydroxyapatite and never fluoride, which we will discuss in a minute, and since it’s a pure mineral that mimics the physique’s personal…what substances that we’re utilizing it’s what really our tooth are fabricated from and our enamel is fabricated from. Not like common toothpaste, you don’t need to be so cautious about spitting it out. In actual fact, you’ll be able to really go away these minerals on the tooth. So once I use our toothpaste, I spit however I don’t, like, rinse my mouth out as a result of I really need these minerals to remain on my tooth, particularly whereas I’m sleeping.

And the rationale you see these labels on common toothpaste about, you understand, don’t ingest greater than a pea-sized quantity, like, rinse your mouth out is as a result of there are compounds in that that in bigger than a bit of dose might be actually, actually, actually harmful. I feel again to when my oldest children have been toddlers, I used to be at a pal’s home and he or she freaked out as a result of she thought her toddler had eaten a complete tube of toothpaste and he or she referred to as poison management, and this was standard toothpaste, they usually stated, “Properly, principally if… I imply, we will take her in, but when a toddler’s ingested that a lot fluoride, like, there’s not a lot we will do as a result of it’s tremendous poisonous.” And that is one thing that’s on most individuals’s toilet counters.

And in order that was a purpose I knew…really one of many causes I began formulating and making my very own toothpaste years and years in the past is again then there have been no choices that have been fluoride-free, and in the event that they have been, they really made your tooth really feel yellow due to issues like glycerin which is utilized in a number 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 anyplace from 30 minutes 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 weight-reduction plan, might not have already got that many minerals in our saliva to start with. So the hydroxyapatite helps sort of add these minerals proper immediately within the mouth the place you want them. However glycerin would sort of undo the entire level of that by conserving your tooth from having the ability to take in 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 other people have most likely seen a number of the information about common toothpaste containing fluoride, as an illustration. 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 positively wouldn’t wanna eat and I don’t need in my children’ mouths. However let’s sort of examine and distinction pure toothpaste, like ours to traditional toothpaste, and a few of these issues to pay attention to.

Emily: Undoubtedly. And pure toothpaste is, you understand, the buzzword. What all of them wanna placed on their labels is fluoride-free. And also you stated it and I’m simply gonna say it once more. So many pure toothpastes have glycerin in them, and we see it time and time once more with a number 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 made out of GMO vegetable oils. And it makes you are feeling good, as a result of if 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 will have that movie in your tooth, as you stated, 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 other of what you need it to do. So sure, a number of pure toothpastes are fluoride-free, however they’ve glycerin they usually 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 standard toothpaste however even pure toothpaste, you wanna learn the label. There are a number of elements that a lot 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 bit of bit extra, as a result of that’s utilized in most standard toothpaste. Such as you talked about, most pure toothpaste avoids it, and the rationale for that’s positively a controversial subject. However the best way I sort of clarify it’s that they discovered some proof that fluoride would possibly make tooth more durable. While you actually delve into the science although, it additionally would possibly make them extra brittle. So, like, hardness doesn’t essentially immediately 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 consuming water, which is a complete separate subject, as a result of to me, that’s like… Even when it labored on the tooth that might be akin to consuming bandaids to repair a lower. It’s not gonna do this from the within out, however now it’s develop into so extensively used.

And should you have a look at the precise knowledge in PubMed, we all know that fluoride, particularly in sure doses, can really trigger tooth discoloration. It might make tooth extra brittle, but in addition, once we’re speaking about sure doses, it may possibly trigger neurological issues, folks expertise pimples, or perioral dermatitis on their mouth from it, pores and skin issues. Like, folks are likely to react to this. And the rationale I first began researching it once I had thyroid issues was that fluoride mimics sure issues, together with iodine, so it must bind and be utilized by the thyroid, and fluoride can sort of disrupt that course of. So if you’re placing fluoride in your mouth a number of instances per day, and then you definitely’re making an attempt to assist your thyroid, it may be counterproductive. In order that’s why we see a number of pure toothpaste avoiding fluoride. However such as you stated, 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’ve discovered up to now that has hydroxyapatite and doesn’t have glycerin. And as you stated, fluoride, you understand, they thought it was good to your tooth and, you understand, it may possibly really trigger tooth discoloration. You may need seen this. I keep in mind seeing…particularly kids 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 understand, as you talked about, pimples, different neurological issues. And even when fluoride was actually nice to your tooth, it may solely doubtlessly be good to 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 rapidly issues are absorbed into the bloodstream from the mouth. So even should you stated fluoride is nice to your tooth, good luck getting it in your tooth 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 may be, such as you stated, it’s not…if we have been speaking about simply the tooth, that might be one factor. However as we all know anyone who’s in into the well being world, no a part of the physique exists in isolation, and that is very true once we’re speaking in regards to the mouth. And we all know that there’s complete books, all the things from diet and bodily degeneration on, speaking about how oral well being impacts the well being of the complete physique. And for this reason we see sure elevated threat of even issues like coronary heart points and individuals who have gingivitis as an illustration. This is the reason 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 will have potential downstream results all through the complete physique, together with within the intestine, together with within the coronary heart tissue. And for this reason teething is definitely an immune occasion.

For any mothers who’re listening, you understand that when infants’ tooth first break, you’re having a meld of the oral microbiome and the inner surroundings of the physique, usually for the primary time, and that’s why they’ll expertise an immune response and have the drooling, that, like, 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 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 keep in mind that basically delicate and wonderful course of, as a result of the mouth is actually not a bacteria-free surroundings, and, similar to our intestine, it wants optimistic micro organism. And so that you don’t really 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 great 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 great stability is when you will have 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 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 assist 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 effectively 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 weight-reduction plan and avoiding giant sources of issues like lectins and phytic acid, you’ll be able to assist your physique in that remineralization course of as a result of that’s the entire premise of something pure, particularly our merchandise, is you wanna work with the physique and never in opposition to 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 somewhat than attempt to, like, blunt them, like a number of standard merchandise do. And I’d guess lots of people listening are aware of 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 purpose to keep away from dangerous chemical substances in private care merchandise, actually.

However with Wellnessee, we took this within the different route and realized if what goes on the physique goes within the physique, we will use this to our benefit. And so somewhat than simply avoiding the unhealthy stuff, how can we put in the great things in order that we’re benefiting the physique by these each day interactions? And that’s why we centered first on toothpaste and haircare as a result of these are issues most individuals use each single day. I noticed I had relations and mates who, regardless of consuming natural and dwelling very wholesome lives, have been nonetheless utilizing sure standard shampoo and toothpaste as a result of it bought the impact that they needed they usually weren’t prepared to sacrifice how they 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 standard merchandise and nonetheless preserve that basically 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 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 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 an alternative of what most shampoo is, which is detergent… Like I usually say, you understand, your hair is just not soiled laundry. Don’t use detergent on it. As an alternative of that, we’ve constructed principally a hair meals.

So let’s speak in regards to the haircare a bit of bit. We now have shampoo and conditioner, a number of formulation of every. And similar to the toothpaste, we’ve gone by this actually excessive diploma of sourcing and verification. However I really feel prefer it’s vital to speak in regards to the variations not simply within the formulation, but in addition within the impact and the texture on the hair. As a result of whereas it does get hair really cleaner than most standard merchandise, it feels barely totally different, particularly if you’re adjusting since you’re really feeding your hair versus stripping all the things out of it. So speak in regards to the sourcing of our haircare a bit of bit.

Emily: Completely. In order you stated, most standard shampoos and conditioners comprise sodium lauryl sulfate, SLS, and what that’s doing is it’s stripping the pure oils from the hair follicles and out of your scalp as effectively. 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 many frizz, particularly when you have pure physique in your hair. And so our shampoo incorporates a number of elements which can be going to maintain your hair actually tender, actually clear. and nurture it as you stated. We use avocado butter and that truly protects in opposition to UV rays within the solar, as a result of everyone knows the harm that solar can do to your hair. We additionally use argan oil, which is sort of a conditioning therapy, and also you’ll see that in a number of commonplace 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 understand, 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 effectively and it’s an awesome detox for the scalp, and it sort of naturally balances out the pH of the hair.

Katie: Yeah, precisely. So similar to the toothpaste, we’re placing all these helpful issues in. And such as you talked about, I feel you’re proper. Most individuals consider their hair and we’ve so many merchandise that go in our hair, however shampoo particularly goes immediately on the scalp. So anytime we will put one thing helpful in that that’s gonna nourish the scalp, that’s the place you really enhance your hair. I feel folks understand, however, like, as soon as hair is out of your scalp, it’s really lifeless. The expansion course of is occurring inside your scalp. So we really wanna consider the scalp as effectively 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 the scalp stays wholesome? As a result of similar to the mouth, the pores and skin has a microbiome and the pores and skin can take in vitamins. So anytime we will put helpful issues in there, we’re in a position to create a optimistic impact over time.

And like I stated, we began with haircare and toothpaste as a result of I really feel like these are a 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 sort of been our tenet in what comes subsequent as effectively. So I do know one other one which we’re engaged on, that I feel we will 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 observe about our elements. On our web site, we’ve listed each single one in all our elements that’s in each single one in all our merchandise as a result of we’ve 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 chosen every ingredient and the place it’s sourced from and its goal. So deodorant. That is a kind of… This goes again to product improvement and simply the enjoyable of all of it. This was really presupposed to launch in July and we at the moment are in October and we’re nonetheless working very arduous. As a result of I’m a really specific 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 method. We wish 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 wonderful. We’re simply additionally engaged on the parts. We wanna use a recyclable tube. And getting that to work with our method has been a bit of 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 may be an adjustment course of, particularly if you’re used to antiperspirants and formulation which have aluminum in them as a result of these are literally biologically altering your armpits and stopping you from sweating. And I do know… Like, I used to make use of antiperspirant on a regular basis and my physique had gotten used to that, and it did take me a few months of adjustment to make use of simply regular deodorant with out antiperspirant, however the good factor is the physique does regulate. And it’s a very vital course of, as a result of we’ve 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…

Really, a brand new research simply got here out on this. Even in comparison with urination, and different types of cleansing, sweating is the best detox pathway for chemical substances like BPA, which we all know we’re uncovered to in big quantities in right this moment’s world. And so if we’re blocking one of many locations we sweat essentially the most, we really are blocking our physique’s cleansing course of. And so similar to that, we wanna not simply keep away from the dangerous stuff, however the pores and skin has a microbiome as effectively 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 a number of nourishing elements in there as effectively 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 effectively as a result of that helps velocity 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 substances can really retailer within the physique we don’t even understand how lengthy, however doubtlessly for years and years, particularly in lymph nodes and fatty tissue, and you’ve got a number 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, similar 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 another upcoming merchandise we’re allowed to speak about but?

Emily: Properly, we will. A fast observe on the deodorant. That is my favourite analogy as a result of everytime you say pure deodorant, a number 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 at all times say, “Properly, at any time when it’s important 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 arduous to do away with one thing and also you’re stopping that. And simply the identical, we sweat throughout our physique, however you wouldn’t rub a deodorant stick throughout your physique. Clearly, your physique’s making an attempt to do away with one thing. Let it do this. And everytime you swap to pure, sure, there may be that point interval the place it’s important to, you understand, sort of transition, however at any time when it’s carried out, you’re gonna discover a complete lot much less armpit irritation, particularly should you shave your armpits, and with out them being clogged all the time. Lots of people have itching armpits, and that’s from the antiperspirant. So it is a swap that, though it takes time, is so effectively value it. I simply needed to say that about deodorant.

Different upcoming merchandise. Oh sure. I’m very enthusiastic about this, and I do know your listeners will as effectively as a result of so a lot of them are dad and mom. We’re launching a kids’s toothpaste early subsequent 12 months, we hope January. It seems to be like January or February. We’re going to have a kids’s toothpaste. It’s based mostly on all the similar 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 scorching as a result of it’s peppermint.” And so we’re excited to be launching that early subsequent 12 months.

Katie: Yeah, I do know. And positively, you guys will hear about it increasingly as a result of I’m so excited to share these. And I’m glad you introduced up that time in regards to the deodorant as effectively, as a result of I feel itching is one thing individuals are petrified 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 might be nice. An excessive amount of baking soda could cause itching. So I do know we examined lots to verify we have been proper in that good ratio. After which additionally simply to pay attention to 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, similar to long-term use of harsh detergents in your hair can really trigger your hair to create extra oils as a result of your physique’s making an attempt to compensate and to maintain your hair wholesome. And so in each of these circumstances, these merchandise, they could take a really brief adjustment interval, however then long-term you’re equalizing so you will have 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 feel 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 facet. And I feel the rationale that is vital… I’ve talked about single-use plastics and the way dangerous they’re for the surroundings. And I do know we’ve gone to excessive lengths, particularly these final two years with all of the sourcing delays, to supply sustainable, moral options right here as effectively which can be safer for the surroundings, safer for folks. And so we use a sugarcane bioplastic which lots of people won’t be aware of. 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 made out of a number of various things. Ours is sugarcane. They will additionally make bioplastics out of issues like corn starch, and straw and wooden chips. There’s all differing kinds and these are renewable sources. And ours might be composted commercially. And as a way 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 price. So our bioplastic prices virtually 20 instances greater than plastic. However once more, that is one thing that we really feel very strongly about. And outdoors of our tubes, we’ve our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and might be recycled as effectively.

Katie: Yeah. And we haven’t even talked in regards to the dry shampoo very a lot. Let’s simply contact on that one a bit of bit, as a result of, similar to the opposite haircare, the identical rules 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, similar 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 may really harm 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 positively needed to avoid the aerosol cans as you talked about. And lots of people who use the aerosol cans do discover that over time they’re utilizing increasingly and extra of it. And so ours is in that… It’s in a cardboard sort of a shaker. And so there’s a bit of little bit of a studying curve there we’ve seen and it’s important to… The simplest approach that I say to use it’s to both put it into your hand or immediately 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 absorb these oils naturally, and likewise tapioca starch, which acts the identical approach because the aerosol. It soaks up the oils. In case your roots get a bit of bit darkish as a result of they’re a bit of soiled, possibly a bit of oily, it soaks that up as effectively and it simply provides a bit of little bit of physique. That’s most likely my favourite use for it’s… I’ve very, very straight hair and it creates physique and quantity.

Katie: Yeah, I feel the make-up brush tip is tremendous useful, even to love apply… I generally will simply sprinkle it on my countertop and use an 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 on the crew 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 dust that you just put in your hair?” And I used to be like, “Sure, all ladies perceive this. It’s precisely what it’s and we adore it.”

Emily: Sure, if I can skip a day, I adore it. Completely.

Katie: Properly, 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 one other one. I’m already fascinated by January and February as you’ll be able to see as a result of my thoughts is at all times a number of months forward of us. However really, we’re gonna be launching simply this week… We’re launching our charcoal toothpaste. And clearly, we’re leaning closely within the oral care line and that’s as a result of we’ve seen such a necessity for it. As you stated, our elements are not like another. 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 instances 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 an awesome tip is… As a result of charcoal, if used such as you stated a number of instances 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 facet of it. However I feel that offers you the widest tooth too, which if anyone’s watching the video, they’ll see your tooth, that are wonderful as effectively. 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 presupposed to launch a number of months in the past and it’s nonetheless not out. So I’ve plenty 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 having the ability to share a few of these new merchandise. And earlier than we sort of get to the wrap-up questions I like to ask, I wanna additionally simply briefly discuss pricing and margins as a result of I really feel like that’s an space the place most firms don’t actually discuss it. And that is an space the place there’s an enormous distinction if you’re speaking about pure merchandise versus standard merchandise, each in the associated fee that goes into them and generally even the margins. However we’ve sort of actually delved into all of the totally 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, as an illustration, ours can appear costly. And I simply needed to possibly like contact on the pricing facet and discuss how…

I’ve talked about so many instances on right here, everytime you purchase a product anyplace, you’re voting together with your {dollars}. And mothers are the largest voters in that realm and have the most important buying energy, which is why I’ve stated for years and years that mothers have the facility to shift society and when mothers make modifications, society modifications. And so we try to assist make these modifications on the societal facet as effectively now as an organization and actually drive ahead these pure merchandise. But in addition as particular person shoppers, we actually get to make shifts once we vote with our greenbacks. I do know you’ve sort of touched on a number of the totally different areas of the packaging being dearer and the way stringent we’re with our sourcing. However simply speak a bit of bit extra about pricing and why we’re selecting these higher-cost choices even understanding that we’re not gonna be capable of make a $2 toothpaste through the use of pure elements.

Emily: Completely. And I’ve stated this earlier than, it’s important to spend money on your well being. And if any person stated gasoline is dear, however if you need you’ll be able to put, you understand, corn syrup in your engine in your automobile as a substitute, you’d say, “Properly, no. That’s not good for my automobile. I’m not gonna do this.” However folks are typically okay with placing unhealthy issues of their physique. You recognize, you understand 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 understand, 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 sort of that very same thought. You’re proper. We can not make a $2 toothpaste, however spend money on your well being, particularly together with your kids. And that’s straightforward. I’m similar to you, Katie. As soon as I had my first little one, I used to be actually anxious about all the things I used to be going to be placing into her physique. And we already know the hazards of standard toothpaste. Though it prices greater than standard toothpaste, it’s not gonna break the financial institution and also you’re investing in your well being, and I feel that’s actually vital. And that’s why we’re so excited to get this kids’s toothpaste launched as a result of we’re hitting a number of actually involved dad and mom, however their kiddos don’t wanna strive it. So we’re excited in regards to the strawberry toothpaste for that purpose.

Katie: Yeah, my children have gotten to check it. I do know yours have too. They’re tremendous excited for it.

Emily: They adore 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 simply eat the entire tube of it, it will really simply… She can be above her each day advisable allowance of calcium, however that’s about it. I wouldn’t need to name poison management, no huge unwell results would occur. So I’m actually excited to have the ability to get this one out for teenagers. Such as you, I just like the mint one, however I feel a number of children are gonna actually love the fruity flavored one. And it is going to be the primary to face that’s fluoride-free and glycerin-free in a child taste. So we’re tremendous excited to launch that one.

For anyone listening who has heard all of these items 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 suggestions and the way do you do it as a busy working mother with younger children at house? I’ve stated earlier than, you understand mothers have… We now have so many wonderful alternatives in right this moment’s society. We even have lots on our plates and I do know a number of us really feel overwhelmed a number of the time. So any suggestions for balancing work in life and mother life particularly?

Emily: Oh, boy, that’s a troublesome one. Properly, I’ve an excellent and understanding boss, in order that helps. Thanks, Katie. However I feel a number of instances at any time when we discuss pure merchandise and making these modifications in our house, it may be actually overwhelming. And a number of instances, you understand, 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 presupposed to make for my well being and my kids and my house. And I at all times inform folks simply take one step at a time. Don’t take into consideration eliminating all the things in your own home which may be poisonous. You’ll begin all the things in another way and that’s good, however simply little child steps. So, you understand, the toothpaste is a good 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 a number of instances everytime you swap to a more healthy or a pure product, it’s tough. Just like the deodorant, there’s gonna be a detox course of. The toothpaste is a simple, tiny step that you may make right this moment for you and for your loved ones. And so I feel that’s one of many ways in which I don’t get overwhelmed. I attempt to stability all the issues, as all of us do. I strive actually arduous to be current at work once I’m at work, and when I’m house, I’m house with my kids, and I flip off all the things 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 adore it. I agree. And I feel that’s… You’re proper. Take the newborn steps and do the easy switches first. And I do know that’s additionally why we centered on these specific merchandise first as a result of we needed them to be comparatively seamless switches. Such as you stated, oral care already is, and should you simply swap these fundamental 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 in regards to the different ones. I do know that’s why we tackled the arduous ones first and it’s been fairly the endeavor to do this, however I’m so excited and pleased with the merchandise we’ve 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 numerous books which have had a profound influence in your life, and in that case what they’re and why?

Emily: All proper. Properly, one which’s timeless to me and at all times related I’d say is “The World is Flat” by Thomas Friedman. And I do know it’s an older e-book, however it simply has at all times spoken to me about how, over time, our world is getting smaller and smaller. And naturally, as a result of I work with 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. You recognize, if you’re a baker, you might be competing with the baker subsequent door. And you understand that right this moment we’re competing with markets all around the globe on a regular basis. So you understand, that’s sort of knowledgeable e-book for that purpose. However personally, you concentrate on social media and the way a lot issues have modified and the way tiny our world is and how one can sustain with family and friends everywhere in the world. So I simply assume he was positively considering forward of his time at any time when he wrote that e-book and it’s simply at all times spoke to me, particularly as a result of I do product improvement, so my world it appears very small, you understand, since I work in all places.

Katie: That may be a new suggestion. I’ll make it possible for’s linked within the present notes as effectively, in addition to in fact too all of our merchandise and the way you guys can seize these for your loved ones. Emily, I’m so personally appreciative of all of the hours you place in and the way you retain all the things on observe for all of us and likewise for all… I do know you’ve realized to this complete world much more and all of the analysis you place in to creating positive all the things 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 to your time and being right here right this moment. Thanks a lot. And thanks to your time and your knowledge in all this.

Emily: All proper, nice. Thanks, Katie.

Katie: And thanks as at all times to you guys for listening, for sharing your most respected belongings, your time, your vitality, and a focus with us right this moment. We’re each so grateful that you just did and I hope that you’ll be a part of me once more on the subsequent episode of the “Wellness Mama” podcast.

In case you’re having fun with these interviews, would you please take two minutes to go away a score or assessment 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 data. I actually respect your time, and thanks as at all times for listening.





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