Emily Blain on Creating Sustainable & Ethical Personal Care Products

Child: Welcome to my Mommy’s podcast.

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Katie: Hello, and welcome to “The Wellness Mama Podcast.” I’m Katie from wellnessmama.com. And at the moment, we’ll particularly be speaking about wellnesse.com, that’s wellness with an E on the top, which is my line of pure private care merchandise, together with oral care and hair care, and, on this podcast, a few of the future merchandise which are simply now being introduced.

I’m right here with Emily Blain, who’s our COO at Wellnesse, and who has experience in creating merchandise and getting them to manufacturing. And she 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 plenty of kids concerned within the Wellnesse staff. And apart from having a grasp’s diploma in schooling, she has this nice experience in product growth. She’s additionally an extremely runner, which is unfathomable to me. And she grew up on a farm in Kentucky working tobacco, hay, and in an orchard.

And she actually delves at the moment into our sourcing, how we get merchandise and substances from…or our substances for our merchandise from all around the world, why a few of our substances usually are not licensed natural, however why we 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 shopper merchandise that you simply’re bringing into your private home. And then we go deep on subjects 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 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 properly. And we additionally go deep on packaging since you guys have heard me speak about plastic and the issues with plastic earlier than. And so we go deep on why we spend actually 20 occasions extra to get environmentally pleasant sugarcane bioplastic as an alternative of standard 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 take pleasure in this episode. So let’s bounce in. Emily, welcome.

Emily: Thank you, Katie.

Katie: Thanks for being right here. I believe that is gonna be a very enjoyable dialog to get to delve into the world of pure private care merchandise, and particularly with Wellnesse, as a result of I speak about 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 whenever you’re speaking about pure merchandise and really, very particular sourcing. So for these individuals who aren’t conversant in you, you’re the COO of Wellnesse, which is our private care model. You preserve us all on observe and with out you I’d be solely misplaced. So I’m excited to have your experience right here at the moment. Before we bounce into that world although, like, I all the time love to simply speak about random details about individuals, 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 did this in, like, a span of time with out sleeping in between?

Emily: Yes, 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 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 quick, I can’t attain that time. So, yeah, that’s my longest distance thus 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 you do that. Now you will have a one-year-old child and also you’re nonetheless conducting that which is simply unimaginable to me. So main kudos to you.

Emily: Thank you.

Katie: Well, there’s so many instructions I wanna go when speaking about Wellnesse, and I believe a variety of the individuals listening are conversant in Wellnesse or have purchased our merchandise earlier than. But like I mentioned, I’ve by no means actually defined all the things that goes into truly 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 cellphone with all these substances 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 are taking place proper now on the planet and also you’ve managed all of that. So I believe to start out broad, let’s discuss a little bit bit about product growth and sort of all of the steps that go into that, as a result of these are merchandise that I’ve had DIY variations on my website for years, and now, these can be found publicly, and that has not been a straightforward course of to get one thing from a glass mason jar in my kitchen to a squeezable tube of toothpaste, as an example. So for individuals who aren’t acquainted, discuss a little bit bit concerning the product growth world and all of the steps that go into that.

Emily: Sure, sure. So product growth is my favourite a part of e-commerce as a result of it’s that bodily product, so you’ll be able to 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 together with your recipes that you simply made within the kitchen and we have now to take these to scale. We supply our substances globally from all around the world. So that being mentioned, if we all know we would like inexperienced tea in our toothpaste, we don’t simply, you understand, discover the primary inexperienced tea and go along with it. Each of our substances are very fastidiously sourced and vetted to be sure that they meet the entire requirements that you’ve got set for your self, your loved ones, and your viewers. So sourcing particular person substances, after which we have now to discover a producer who will help us to take that giant scale. So you’ve made it in a small batch in your kitchen and we have now to make very, very massive batches. We should undergo stability testing, after all. All of those merchandise should have a shelf-life. So we have now to know that it’s not gonna, you understand, find yourself rancid or separate or do something like that. Stability testing will be wherever from 6 to eight to 12 weeks. If it doesn’t go properly, we go all the way in which again to the start, again to the drafting board and attempt to determine that out.

Outside of that, we have now to seek out packaging. It needs to be packaging that’s sustainable, that agrees with our message, after which we have now to supply that. And after all, 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 most important bottleneck, and that hurts our timeframe for certain. And yeah, after that, it’s simply placing all of these items collectively, getting the entire parts to the producer, and at last having that completed product in hand.

Katie: Yeah, and also you make it appear straightforward, nevertheless it does take months often if no more to go from… And I do know I had like lots of of iterations in my kitchen after which handed it off to you after which all of it needed to occur in a lab. And to stay with these standards, such as you talked about, I do know I didn’t make that a straightforward process with, like, sort of obscure substances and having to vet issues from totally different international locations, such as you mentioned, and all this sourcing.

When it involves the sourcing, one factor I wanna make certain we speak about is…as a result of I discuss lots on the weblog about consuming natural and avoiding pesticides at any time when potential. And not each single ingredient in our system is licensed natural and our formulation proper now usually are not licensed natural. And I believe it’s vital to elucidate to individuals why and sort of what goes into this course of, as a result of I’ve realized we’ve sort of in a variety of methods gone past natural. The undeniable fact that it’s not licensed natural doesn’t imply that we’re not being very cautious about vetting and sourcing these merchandise, however… I do know you’ll be able to converse to this on the product world. But there are some substances that by their nature can’t be licensed natural, as an example, or ones that we are able to, as an example, confirm that they have been grown in a sure approach, or make certain they don’t have chemical substances in them however they may not carry an natural certification. So are you able to simply speak about that perhaps in relation to a few of our substances and what that course of appears like?

Emily: Sure, yeah. So a variety of the substances that we supply are wild-harvested. And what which means is in lots of elements of the world, they’ll exit and harvest sure issues corresponding to elderberries, and they’re simply wild-harvested in nature. And a variety of occasions, if the substances are licensed natural they usually’re grown on a farm specifically international locations, you don’t know the labor situations for individuals there. And so wild-harvested is definitely a safer guess as a result of should you’re working instantly with the producer or that supply, you understand the situations of the labor. So not all the things is licensed natural for that cause. And we do supply globally. So some issues will be grown organically within the U.S. however not somewhere else, however we like that supply higher. It’s gonna be a purer supply and that plant grows extra naturally there.

Katie: Yeah, that is sensible. I believe that was actually vital. I wished 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 additionally that the labor is sustainable. And I do know we’ve been very cautious about sourcing that and verifying with each ingredient. And the truth is, that sort of segues into one other factor, which is we have now a number of certifications to be sure that each stage of that course of has been vetted and that we’re being each environmentally pleasant, non-toxic to our customers, and utilizing protected labor and be sure that everybody in every single place alongside the road is handled ethically, which does make issues dearer. But are you able to sort of discuss a little bit bit about our certifications from B Corp to EWG and Leaping Bunny and why we went by means of that course of with every of them?

Emily: Absolutely. 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 have a look at each ingredient on the again of the bundle to be sure that it’s protected for us and for our households to make use of or devour. And so, we prefer 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 so that they set requirements for actually wholesome agricultural practices. That’s most likely their primary aim, ensuring that the way in which that totally different substances are produced is protected for the surroundings and likewise acceptable for customers as properly.

So we’re EWG-certified, and, as you talked about, we even have our Leaping Bunny certification, which is cruelty-free. We don’t take a look at on animals, so which means our particular person substances usually are not examined on animals and our completed merchandise usually are not examined on animals. And then 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 total enterprise, the way in which that it impacts employees and customers and group and the surroundings, is all simply aligned and really clear. And so simply very environmentally aware. That’s our focus from begin to end. And to have all three of these certifications for our merchandise is large. That’s a variety of work and it simply speaks volumes about our merchandise.

And another factor I wanna point out. We are taking a look at making a bar of cleaning soap, a physique bar, and we’re utilizing a palm oil. And lots of people hear that they usually simply cringe, as a result of we’ve heard that utilizing palm oil results in deforestation of the rainforest. We’re truly working with a sustainable palm oil farm, and the rationale that we selected that route we love palm oil and the way in which that it may be used. And now, as a result of coconut oil is so wildly common, we’re discovering that the way in which that it’s sourced is definitely unethical. In many elements 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 sort of element. That sort of granular element on our substances is actually superior.

Katie: I’m so glad you introduced that up, too, as a result of it’s fantastic that we have now consciousness, such as you talked about, about deforestation that occurs with sure sorts of the way in which that palm oil is sourced. But now, such as you mentioned, particularly with third-party verification of all of this, we’re in a position to be sure that none of our substances 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 wished to verify we introduced up is, as a shopper, any product you purchase, you’ll be able to search for these certifications.

And I do know from having gone by means of actually lots of of hours of the verification for the B Corp, that was most likely essentially the most intense certification I’ve ever seen. They wished to see documentation on each ingredient, on our sourcing, on our closing merchandise, on our workers and the way our workers 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 means of so many layers, which is superior. And so now, having gone by means of that, I’m much more respectful once I see different corporations which have these certifications as a result of I do know simply how a lot… And like, really you need to get verification or documentation of all the things. So that I really feel like these certifications carry a variety of weight.

And with EWG as properly…a variety of listeners is likely to be conversant in them for his or her Skin Deep database, which I’ll put within the present notes for you guys. You can put merchandise in there. You may also put substances in there. And so once we’re formulating, we’re taking a look at all the person substances to verify they’ve principally a inexperienced score in EWG, which implies there’s not any documented causes of human hurt from these substances. Because I didn’t notice for a few years till I began researching this, there are such a lot of substances in private care merchandise that aren’t examined or confirmed to be protected in people, even merchandise which are used on infants, upwards of 100,000 chemical substances now, lots of which aren’t examined for security.

And we all know that even new child infants, once we take a look at twine blood, they’ve lots of of chemical substances now of their twine 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 method to look by means of and see if it has any potential hurt for your self, in your children, for your loved ones.

But let’s speak about that in a extra particular sense now, as a result of I do know we’ve gone by means of this course of with each ingredient. And each time we convey 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 undoubtedly picked some hard-to-find-and-source and a little bit bit obscure substances that aren’t in a variety of merchandise. So perhaps you’re beginning with the toothpaste as a result of that’s sort of our cornerstone product. I’ve, like, been delving into that world for over a decade now. We supply issues… Like as an example, let’s speak about hydroxyapatite, which is I believe perhaps one thing lots of people aren’t essentially conversant in. I wasn’t till I sort of did a deep analysis into remineralization and, like, the pH and oral microbiome within the mouth, which I can discuss a little bit bit about in a minute. But are you able to discuss concerning the sourcing of sort of the person substances within the toothpaste, and particularly perhaps hydroxyapatite?

Emily: Absolutely. 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, corresponding to calcium and phosphates, that you simply’re going to lose naturally simply by means of consuming and acidic meals and micro organism that reside in your mouth. And you will have little teeny cracks and crevices in your enamel simply naturally from consuming and dwelling. And so hydroxyapatite truly…the calcium…ours is known as nano-hydroxyapatite which implies teeny tiny particles, and people get into the cracks of the enamel and mimic pure enamel and fill in all of these cracks. And lots of people, a variety 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 can occur inside 10 minutes, it begins to fill in these little cracks and crevices. So it’s an extremely superb ingredient. We are 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 speak about 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 fabricated from and our enamel is fabricated from. Unlike common toothpaste, you don’t should be so cautious about spitting it out. In reality, you’ll be able to truly go away these minerals on the enamel. So once I use our toothpaste, I spit however I don’t, like, rinse my mouth out as a result of I truly need these minerals to remain on my enamel, particularly whereas I’m sleeping.

And the rationale you see these labels on common toothpaste about, you 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 little bit dose will be actually, actually, actually harmful. I believe again to when my oldest children have been toddlers, I used to be at a pal’s home and he or she freaked out as a result of she thought her toddler had eaten an entire tube of toothpaste and he or she referred to as poison management, and this was standard toothpaste, they usually mentioned, “Well, basically if… I mean, we can take her in, but if a toddler’s ingested that much fluoride, like, there’s not much we can do because it’s super toxic.” And that is one thing that’s on most individuals’s lavatory counters.

And in order that was a cause 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 a variety 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 preserve 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. A number of us, if we’re not consuming a nutrient-rich weight-reduction plan, could not have already got that many minerals in our saliva to start with. So the hydroxyapatite helps sort of add these minerals proper instantly within the mouth the place you want them. But glycerin would sort of undo the entire level of that by retaining your enamel from having the ability to take up them within the first place.

But let’s speak about a few of the different issues with common toothpaste, as a result of I do know you’ve seen the sourcing of all of this as we’ve been concerned with these producers. And individuals have most likely seen a few of the information about common toothpaste containing fluoride, as an example. Also, microplastics, that was a giant factor that got here out a few years in the past was discovering microbeads of plastic in toothpaste, all types of sweeteners that you simply undoubtedly wouldn’t wanna eat and I don’t need in my children’ mouths. But let’s sort of examine and distinction pure toothpaste, like ours to standard toothpaste, and a few of these issues to concentrate on.

Emily: Definitely. And pure toothpaste is, you understand, the buzzword. What all of them wanna placed on their labels is fluoride-free. And you mentioned it and I’m simply gonna say it once more. So many pure toothpastes have glycerin in them, and we see it time and time once more with a variety of the massive names. So glycerin, for these of you who could not know, it sort of creates a coating in your enamel. It’s constituted of GMO vegetable oils. And it makes you are feeling good, as a result of whenever you rub your tongue throughout your enamel it feels very clean. And then you definately assume, “Oh, it feels so smooth. Now my teeth are clean.” But as a result of you will have that movie in your enamel, as you mentioned, Katie, the minerals out of your saliva can’t get to your enamel to remineralize them. And additionally, that movie attracts plaque. So it’s truly doing the other of what you need it to do. So sure, a variety of pure toothpastes are fluoride-free, however they’ve glycerin they usually have added sugars, which after all, should 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 substances that lots of them have that we completely don’t, and glycerin is certainly one of many massive ones.

Katie: Yeah, and to the touch on fluoride a little bit bit extra, as a result of that’s utilized in most standard toothpaste. Like you talked about, most pure toothpaste avoids it, and the rationale for that’s undoubtedly a controversial subject. But the way in which I sort of clarify it’s that they discovered some proof that fluoride may make enamel more durable. When you actually delve into the science although, it additionally may make them extra brittle. So, like, hardness doesn’t essentially instantly 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 received 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 if it labored on the enamel that might be akin to consuming bandaids to repair a reduce. It’s not gonna do this from the within out, however now it’s turn into so broadly used.

And should you have a look at the precise information in PubMed, we all know that fluoride, particularly in sure doses, can truly trigger tooth discoloration. It could make enamel extra brittle, but additionally, once we’re speaking about sure doses, it may trigger neurological issues, individuals expertise pimples, or perioral dermatitis on their mouth from it, pores and skin issues. Like, individuals are likely to react to this. And the rationale I first began researching it once I had thyroid issues was that fluoride mimics sure issues, together with iodine, so it must bind and be utilized by the thyroid, and fluoride can sort of disrupt that course of. So whenever you’re placing fluoride in your mouth a number of occasions per day, and then you definately’re attempting to assist your thyroid, it may be counterproductive. So that’s why we see a variety of pure toothpaste avoiding fluoride. But such as you mentioned, to get the consistency proper and to attempt to preserve enamel clean and all these issues we would like, lots of people substituted in glycerin. And to my information, we’re the primary toothpaste that makes use of hydroxyapatite and avoids glycerin solely, and I do know we went to excessive lengths to have the ability to do this.

Emily: You’re completely proper. We are the one one which we have now discovered thus far that has hydroxyapatite and doesn’t have glycerin. And as you mentioned, fluoride, you understand, they thought it was good in your enamel and, you understand, it may truly trigger tooth discoloration. You might 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 enamel, and that’s truly from fluoride. And, you understand, as you talked about, pimples, different neurological issues. And even when fluoride was actually nice in your enamel, it may solely probably be good in your enamel. So at any time when it’s in your gums and your tongue and your mouth and it’s operating down your throat, that’s all unhealthy. We all know the way porous our mouth is and the way shortly issues are absorbed into the bloodstream from the mouth. So even should you mentioned fluoride is nice in your enamel, good luck getting it in your enamel and nowhere else in your mouth. And as you mentioned, including it to water makes zero sense. There’s nothing that tells us that fluoride is nice to be ingested. That’s not a good suggestion.

Katie: And one other attention-grabbing factor to consider there’s, such as you mentioned, it’s not…if we have been speaking about simply the enamel, that might be one factor. But 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 entire books, all the things from vitamin and bodily degeneration on, speaking about how oral well being impacts the well being of the whole physique. And this is the reason we see sure elevated threat of even issues like coronary heart points and individuals who have gingivitis as an example. This is why individuals with sure medical situations take antibiotics once 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 whole physique, together with within the intestine, together with within the coronary heart tissue. And this is the reason teething is definitely an immune occasion.

For any mothers who’re listening, you understand that when infants’ enamel first break, you’re having a meld of the oral microbiome and the interior surroundings of the physique, usually for the primary time, and that’s why they’ll expertise an immune response and have the drooling, that, like, gentle fever, even a few 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 vital to concentrate on that in what we put in our mouth. And so we’ve been actually aware in creating these merchandise to not put any oral microbiome disrupting substances and to take into consideration that basically delicate and superb 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 truly need to like over-sanitize the mouth through the use of one thing like alcohol-based mouthwash on a regular basis and attempting to kill all the great micro organism.

We’ve had dentists on this podcast earlier than who talked about there’s nearly sort of a stability between the gingivitis and the Strep Mutans micro organism that causes cavities. And the great stability is when you will have the correct 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 definately see cavities otherwise you see gingivitis. So a part of EWG verification and our personal sourcing in these substances 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 properly that speak about 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 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 in opposition to it. So we’re cautious to design the merchandise which are going to work with the physique’s pure pathways to get the impact we would like reasonably than attempt to, like, blunt them, like a variety of standard merchandise do. And I’d guess lots of people listening are conversant in the idea that what goes in your physique goes in your physique. And EWG talks about this with their Skin Deep database. We know that almost all truly of chemical substances 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 cause to keep away from dangerous chemical substances in private care merchandise, actually.

But 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 reasonably than simply avoiding the unhealthy stuff, how can we put in the great things in order that we’re benefiting the physique by means 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 relations and associates who, regardless of consuming natural and dwelling very wholesome lives, have been nonetheless utilizing sure standard shampoo and toothpaste as a result of it received the impact that they wished they usually weren’t keen to sacrifice how they seemed or how their enamel felt or how their enamel seemed only for the sake of being pure.

So we knew when beginning Wellnessee we needed to create merchandise that didn’t simply work in addition to pure merchandise, they needed to work in addition to standard merchandise and nonetheless keep 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 enamel that you simply’re placing on…you’re placing this in your mouth in order that your physique could make your enamel stronger whilst you sleep. With haircare, it was how will we, as an alternative of stripping away all of the pure issues in our hair and in our scalp, how can we naturally clear the hair and likewise put optimistic issues in that profit the hair and the scalp? I do know we get 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. Instead of what most shampoo is, which is detergent… Like I usually say, you understand, your hair isn’t soiled laundry. Don’t use detergent on it. Instead of that, we have now constructed principally a hair meals.

So let’s discuss concerning the haircare a little bit bit. We have shampoo and conditioner, a number of formulation of every. And similar to the toothpaste, we’ve gone by means of this actually excessive diploma of sourcing and verification. But I really feel prefer it’s vital to speak concerning the variations not simply within the formulation, but additionally within the impact and the texture on the hair. Because 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 discuss concerning the sourcing of our haircare a little bit bit.

Emily: Absolutely. So as you mentioned, 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 properly. And at any time when it does that, when it takes all these pure oils away, it’s going to trigger breakage, brittle hair, and many frizz, particularly when you’ve got pure physique in your hair. And so our shampoo incorporates a number of substances which are going to maintain your hair actually tender, actually clear. and nurture it as you mentioned. We use avocado butter and that truly protects in opposition to UV rays within the solar, as a result of everyone knows the injury that solar can do to your hair. We additionally use argan oil, which is sort of a conditioning therapy, and also you’ll see that in a variety 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. And then we use lavender as properly and it’s an amazing 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 useful issues in. And such as you talked about, I believe you’re proper. Most individuals consider their hair and we have now so many merchandise that go in our hair, however shampoo particularly goes instantly on the scalp. So anytime we are able to put one thing useful in that that’s gonna nourish the scalp, that’s the place you truly enhance your hair. I believe individuals notice, however, like, as soon as hair is out of your scalp, it’s truly lifeless. The development course of is going on inside your scalp. So we truly wanna consider the scalp as properly 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. Because sure, we would like our hair that’s out of our scalp to look nice, and that’s one factor we undoubtedly have a look at. But additionally, how can we over time make certain the scalp stays wholesome? Because similar to the mouth, the pores and skin has a microbiome and the pores and skin can take up vitamins. So anytime we are able to put useful issues in there, we’re in a position to create a optimistic impact over time.

And like I mentioned, we began with haircare and toothpaste as a result of I really feel like these are a few of the most used private care merchandise. And we knew we have been taking over a tall order tackling the robust ones first. And this has sort of been our tenet in what comes subsequent as properly. So I do know one other one which we’re engaged on, that I believe we are able to lastly announce and this would be the first place we’ve actually introduced it, is we’ve received deodorant within the works. And can you speak about this one but? Can we speak about it publically?

Emily: We certain can. Yes, completely. And only a fast be aware about our substances. On our web site, we have now listed each single one in all our substances that’s in each single one in all our merchandise as a result of we have now all the things in there for a really particular cause and nothing additional. So in case you are on our web site, you’ll be able to see that and we clarify to you why we have now chosen every ingredient and the place it’s sourced from and its goal. So deodorant. This is a kind of… This goes again to product growth and simply the enjoyable of all of it. This was truly alleged to launch in July and we are actually in October and we’re nonetheless working very arduous. Because I’m a really explicit particular person, and, Katie, you’re too, and we don’t launch something subpar. So we’re actually attempting to nail on this system. We need it simply completely proper. Because pure deodorant is a troublesome change for lots of people. You do should undergo the detox course of. And so our deodorant is superb. We’re simply additionally engaged on the parts. We wanna use a recyclable tube. And getting that to work with our system has been a little bit bit difficult, however we’re releasing a deodorant hopefully very early 2022.

Katie: And that is one other one which we thought was so vital as a result of it’s one thing most individuals use each single day. And such as you talked about, there’s an adjustment course of, particularly whenever you’re used to antiperspirants and formulation which have aluminum in them as a result of these are literally biologically altering your armpits and stopping you from sweating. And I do know… Like, I used to make use of antiperspirant on a regular basis and my physique had gotten used to that, and it did take me a few months of adjustment to make use of simply regular deodorant with out antiperspirant, however the good factor is the physique does regulate. And it’s a very vital course of, as a result of we have now lymph nodes in our armpit, truly 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 truly can have dangerous immune results over time, as a result of sweating is…

Actually, 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 substances like BPA, which we all know we’re uncovered to in enormous quantities in at the moment’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 similar to that, we wanna not simply keep away from the dangerous stuff, however the pores and skin has a microbiome as properly and the armpits are a part of the immune system, so we wished to verify we have been supporting that. So I do know we have now a variety of nourishing substances in there as properly that nourish the pores and skin and that assist keep away from odor with out blocking the pure detox pathways within the human physique.

And if anyone’s new to pure deodorant, I’ll hyperlink to the armpit detox submit I’ve as properly as a result of that helps velocity up the method. If you’ll be able to 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 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 a variety 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 substances 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: Well, we are able to. A fast be aware on the deodorant. This is my favourite analogy as a result of everytime you say pure deodorant, a variety of occasions individuals cringe as a result of they’re afraid of the detox course of they usually’re afraid of switching after which being embarrassed in public. And I all the time say, “Well, whenever you have to go to the restroom, you don’t try to hold that in, do you?” And I really feel like that about aluminum in your deodorant, as a result of everytime you’re utilizing an antiperspirant, your physique is attempting so 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 attempting to do away with one thing. Let it do this. And everytime you change to pure, sure, there’s that point interval the place you need to, you understand, sort of transition, however at any time when it’s performed, you’re gonna discover an entire lot much less armpit irritation, particularly should you shave your armpits, and with out them being clogged the entire time. Lots of people have itching armpits, and that’s from the antiperspirant. So it is a change that, though it takes time, is so properly value it. I simply wished to say that about deodorant.

Other upcoming merchandise. Oh sure. I’m very enthusiastic about this, and I do know your listeners will as properly as a result of so lots of them are dad and mom. We are launching a kids’s toothpaste early subsequent 12 months, we hope January. It appears like January or February. We’re going to have a kids’s toothpaste. It’s based mostly on the entire identical substances as our whitening toothpaste and it’s strawberry flavored with pure strawberries. So we’ve had lots of people inform us, “I love your toothpaste, but my little ones think it’s hot because it’s peppermint.” And so we’re excited to be launching that early subsequent 12 months.

Katie: Yeah, I do know. And undoubtedly, you guys will hear about it an increasing number of as a result of I’m so excited to share these. And I’m glad you introduced up that time concerning the deodorant as properly, as a result of I believe itching is one thing individuals are terrified of with pure deodorant and it’s a part of that eliminating the antiperspirant substances in your pores and skin and likewise ensuring you don’t have an excessive amount of of overly-alkaline substances. Like, baking soda will be nice. Too a lot baking soda could cause itching. So I do know we examined lots to verify we have been proper in that excellent ratio. And then additionally simply to concentrate on as you make the change, your physique will regulate and sweat much less over time because it will get used to not being blocked from sweating. Because 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 truly make you sweat extra, similar 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 attempting to compensate and to maintain your hair wholesome. And so in each of these circumstances, these merchandise, they could take a really quick adjustment interval, however then long-term you’re equalizing so you will have much less of that that you simply’re combating and also you’re working together with your physique’s pure course of.

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I believe one other factor that we do this I do know is a giant value to us as an organization and I’ve not likely talked about as a lot as I ought to’ve is the packaging aspect. And I believe the rationale that is vital… I’ve talked about single-use plastics and the way dangerous they’re for the surroundings. And I do know we have now gone to excessive lengths, particularly these final two years with all of the sourcing delays, to supply sustainable, moral options right here as properly which are safer for the surroundings, safer for individuals. And so we use a sugarcane bioplastic which lots of people may not be conversant in. But are you able to clarify what that’s and why we selected this over different choices?

Emily: Absolutely. So after all, we use the sugarcane bioplastic as an alternative of standard plastic. Regular plastic has petroleum in it which is a non-renewable useful resource. We will run out. And so our packaging is made… They will be constituted of a number of various things. Ours is sugarcane. They may also 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 will be composted commercially. And so as to be licensed to be commercially compostable, it has to interrupt down. It has to disintegrate by 90% inside 90 days. And so to assume that our tubes can break down 90% inside 90 days is large at any time when you consider the life of standard plastic. And after all, this does come at a value. So our bioplastic prices nearly 20 occasions greater than plastic. But once more, that is one thing that we really feel very strongly about. And outdoors of our tubes, we have now our dry shampoo and our upcoming deodorant, and people are in post-consumer cardboard. So they’re in paper and will be recycled as properly.

Katie: Yeah. And we haven’t even talked concerning the dry shampoo very a lot. Let’s simply contact on that one a little bit bit, as a result of, similar to the opposite haircare, the identical rules apply. We’re attempting to not put something dangerous on the scalp. We’re additionally attempting to nourish the scalp. And so we use, similar to the opposite merchandise, ethically sourced, sustainable, pure substances. And we selected a powdered model of this due to all of the issues that come together with spraying aerosol onto the scalp and the way most dry shampoos use an aerosol propellant, which may truly injury the hair follicle over time and sort of additionally improve that oil creation course of within the scalp. But speak about a few of the substances we selected for the dry shampoo.

Emily: Yes, so we undoubtedly wished 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 an increasing number of and extra of it. And so ours is in that… It’s in a cardboard sort of a shaker. And so there’s a little bit little bit of a studying curve there we’ve seen and you need to… The easiest method 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 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. If 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 properly 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 outdated make-up brush and brush it into my roots. And that was a humorous one as a result of a few guys that we have now on the staff at Wellnessee, once we first have been formulating the dry shampoo. They had by no means used it earlier than they usually have been like, “Wait, so it’s like white dirt that you put in your hair?” And I used to be like, “Yes, all women understand this. It is exactly what it is and we love it.”

Emily: Yes, if I can skip a day, I adore it. Absolutely.

Katie: Well, particularly as a mother. Yeah, any day I don’t have to scrub my hair and dry it and spend half an hour doing that saves a lot time.

Emily: Absolutely. You requested about upcoming merchandise, and we have now 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 all the time a number of months forward of us. But truly, we’re gonna be launching simply this week… We are launching our charcoal toothpaste. And clearly, we’re leaning closely within the oral care line and that’s as a result of we have now seen such a necessity for it. As you mentioned, our substances are in contrast to 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 simply sort of use it in rotation together with your whitening toothpaste. You don’t wanna use charcoal toothpaste two to a few occasions a day day by day. We suggest it sort of like a two to at least one. But we’re excited to be launching that later this week.

Katie: Yeah, that’s an amazing tip is… Because charcoal, if used such as you mentioned a number of occasions a day, can over clear the enamel nearly and pull an excessive amount of out. And so should you stability it with the whitening toothpaste, then you definately get to maintain placing the minerals in. And I really feel like that offers you… We received to check these early, a perk of being within the formulation aspect of it. But I believe that offers you the widest enamel too, which if anyone’s watching the video, they’ll see your enamel, that are superb as properly. And let’s see. Anything else on the upcoming product entrance or any of those who you wanna speak about earlier than we transfer on?

Emily: I’ve a few extra within the pipeline however nothing I wanna speak about but as a result of I don’t wanna get excited. As I mentioned, the deodorant was alleged 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 know the way lengthy it’s going to take, so I’ll cease there.

Katie: And we’ll preserve you guys posted as we get nearer to having the ability to share a few of these new merchandise. And earlier than we sort of get to the wrap-up questions I like to ask, I wanna additionally simply briefly speak about pricing and margins as a result of I really feel like that’s an space the place most corporations don’t actually speak about 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. But we’ve sort of actually delved into all of the totally different substances and sourcing and the way prime quality they’re, however I do know for people who find themselves used to purchasing a $2 tube of toothpaste, as an example, ours can appear costly. And I simply wished to perhaps like contact on the pricing aspect and speak about how…

I’ve talked about so many occasions on right here, everytime you purchase a product wherever, you’re voting together with your {dollars}. And mothers are the most important voters in that realm and have the most important buying energy, which is why I’ve mentioned for years and years that mothers have the facility to shift society and when mothers make modifications, society modifications. And so we are attempting to assist make these modifications on the societal aspect as properly now as an organization and actually drive ahead these pure merchandise. But additionally as particular person customers, we actually get to make shifts once we vote with our greenbacks. I do know you’ve sort of touched on a variety of the totally different areas of the packaging being dearer and the way stringent we’re with our sourcing. But simply discuss a little bit bit extra about pricing and why we’re selecting these higher-cost choices even realizing that we’re not gonna have the ability to make a $2 toothpaste through the use of pure substances.

Emily: Absolutely. And I’ve mentioned this earlier than, you need to spend money on your well being. And if someone mentioned gasoline is pricey, however if you need you’ll be able to put, you understand, corn syrup in your engine in your automotive as an alternative, you’ll say, “Well, no. That’s not good for my car. I’m not gonna do that.” But individuals are typically okay with placing unhealthy issues of their physique. You know, you understand which you can hit the drive-through and you will get a cheeseburger for $1. But at any time when you consider processing that meat and all the workers in there and, you understand, housing them and the lights, that cheeseburger most likely value about $0.12 to $0.15 cents to really make and that’s scary. That’s too low-cost.

And so it’s sort of that very same thought. You’re proper. We can’t make a $2 toothpaste, however spend money on your well being, particularly together with your kids. And that’s straightforward. I’m similar to you, Katie. Once I had my first baby, I used to be actually frightened about all the things I used to be going to be placing into her physique. And we already know the hazards of standard toothpaste. Although it prices greater than standard toothpaste, it’s not gonna break the financial institution and also you’re investing in your well being, and I believe that’s actually vital. And that’s why we’re so excited to get this kids’s toothpaste launched as a result of we’re hitting a variety of actually involved dad and mom, however their kiddos don’t wanna strive it. So we’re excited concerning the strawberry toothpaste for that cause.

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. This 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 might truly simply… She could be above her each day really useful allowance of calcium, however that’s about it. I wouldn’t should name poison management, no large unwell results would occur. So I’m actually excited to have the ability to get this one out for teenagers. Like you, I just like the mint one, however I believe a variety of children are gonna actually love the fruity flavored one. And it is going to be the primary to face that’s fluoride-free and glycerin-free in a child taste. So we’re tremendous excited to launch that one.

For anyone listening who has heard all of this stuff that you simply talked about and the way a lot you’re managing, and I see it firsthand day by day. Another query that I get requested typically, and now I get to ask you, is any ideas and the way do you do it as a busy working mother with younger children at residence? I’ve mentioned earlier than, you understand mothers have… We have so many superb alternatives in at the moment’s society. We even have lots on our plates and I do know a variety of us really feel overwhelmed a variety of the time. So any ideas for balancing work in life and mother life particularly?

Emily: Oh, boy, that’s a troublesome one. Well, I’ve an excellent and understanding boss, in order that helps. Thank you, Katie. But I believe a variety of occasions at any time when we speak about pure merchandise and making these modifications in our residence, it may be actually overwhelming. And a variety of occasions, 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 alleged to make for my well being and my kids and my residence. And I all the time inform individuals simply take one step at a time. Don’t take into consideration eliminating all the things in your home that could be poisonous. You will begin taking a look at 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 preserve referring to the toothpaste, however I wanna inform you this.

I do know individuals who aren’t even very well being aware which have made the change to this toothpaste seamlessly. And so a variety of occasions everytime you change to a more healthy or a pure product, it’s troublesome. Like the deodorant, there’s gonna be a detox course of. The toothpaste is a straightforward, tiny step which you can make at the moment 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 strive actually arduous to be current at work once I’m at work, and when I’m residence, I’m residence with my kids, and I flip off all the things else, I don’t get distracted with units and issues like that. And then at any time when I would like my alone time, then I’m within the woods.

Katie: Running 50 miles. I adore it. I agree. And I believe that’s… You’re proper. Take the child steps and do the easy switches first. And I do know that’s additionally why we targeted on these explicit merchandise first as a result of we wished them to be comparatively seamless switches. Like you mentioned, oral care already is, and should you simply change 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 day by day and so then you definately don’t should stress as a lot concerning 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 have now and the upcoming ones. And one other query I’d like to ask towards the top of interviews is that if there’s a e-book or various books which have had a profound affect in your life, and if that’s the case what they’re and why?

Emily: All proper. Well, 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, nevertheless it simply has all the time spoken to me about how, over time, our world is getting smaller and smaller. And after all, as a result of I work with individuals all around the world day by day, I take very late, late cellphone calls as a result of that’s when all people else is waking up. Our world is getting smaller and smaller. And he meant it in an financial perspective. You know, in case you are a baker, you’re competing with the baker subsequent door. And you understand that at the moment we’re competing with markets all world wide on a regular basis. So you understand, that’s sort of knowledgeable e-book for that cause. But 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 all around the world. So I simply assume he was undoubtedly considering forward of his time at any time when he wrote that e-book and it’s simply all the time spoke to me, particularly as a result of I do product growth, so my world it appears very small, you understand, since I work in all places.

Katie: That is a brand new suggestion. I’ll be sure that’s linked within the present notes as properly, in addition to after all 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 entire world much more and all of the analysis you place 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’re so I’m grateful in your time and being right here at the moment. Thank you a lot. And thanks in your time and your knowledge in all this.

Emily: All proper, nice. Thank you, Katie.

Katie: And thanks as all the time to you guys for listening, for sharing your most respected belongings, your time, your power, and a spotlight with us at the moment. 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.

If 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 individuals to seek out the podcast, which implies much more mothers and households may gain advantage from the knowledge. I actually recognize your time, and thanks as all the time for listening.