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Years ago, I started making my own personal care products because I couldn’t find ones with clean ingredients that worked well. I made natural toothpaste, DIY natural shampoo and conditioner, and even soap.
As I shared these recipes, many people asked if it was possible to buy them instead of making them. These homemade versions were effective and natural but time-consuming to make. In addition, many of the ingredients were hard to find or expensive to buy when only a small quantity was needed for a recipe.
- 1 Natural Toothpaste and Haircare… That Works!
- 2 Introducing Wellnesse!
- 3 We Are the Gatekeepers for Our Families
- 4 Wellnesse: Radical Transparency
- 5 Wellnesse Whitening Toothpaste
- 6 Wellnesse Charcoal Toothpaste
- 7 Children’s Strawberry Toothpaste
- 8 Wellnesse Biodegradable Toothbrush
- 9 Children’s Biodegradable Toothbrushes
- 10 Wellnesse Silk Floss
- 11 Wellnesse Copper Tongue Scraper
- 12 Wellnesse Natural Shampoo and Conditioner
- 13 Wellnesse Revitalizing Dry Shampoo
- 14 Wellnesse Citrus Body Bar
- 15 Wellnesse Moisturizing Hand Sanitizer
- 16 Sustainable Packaging
- 17 Third-Party Verification
- 18 Try Wellnesse Products!
- 19 What’s Next?
Natural Toothpaste and Haircare… That Works!
A few years ago, I noticed a trend. Many of my friends had switched to clean products in most areas of their lives. They ate mostly organic food, used natural cleaners, and avoided harmful products… but they still used name-brand conventional haircare and toothpaste because the natural options just didn’t measure up.
I understood. I’d tried many natural products that just didn’t work as well. I’d also used many conventional products in the past that worked incredibly well but that contained toxic ingredients I didn’t want to put on my skin or my kids’ skin.
I couldn’t stop there, though. From my experience in creating DIY products, I knew it was possible to create natural products that worked just as well as conventional. I became determined to tackle this problem!
Thus, Wellnesse was born… the first line of clean personal care products that work as well as conventional alternatives! These products have been in the works for years, and our family is so happy to share them with yours!
What Goes ON Your Body Goes IN Your Body
You’ve likely heard that we absorb a lot of the personal care products we put in our mouth and on our skin and hair. This is often used as a reason to avoid products with harmful ingredients, and I absolutely agree with this.
With Wellnesse, I wanted to turn this idea on its head and take it one step further. I set out to create products that actually let good stuff in through the skin. Of course, these products would be safe and only contain clean ingredients, but they also would be packed with beneficial ingredients that nourish the body from the outside in.
I set out to create products that are both highly effective and completely safe. After many, many rounds of formulation, I’m so excited to share these products with you!
At Wellnesse, we do more than just avoid the bad stuff. We focus on creating products that aren’t just safe to put on your skin, on your hair, or in your mouth, but actually benefit and nourish your body, too.
With this in mind, I set out to formulate a line of human-safe, environmentally friendly products that work as well as any conventional alternative.
I was adamant that all products would meet these criteria:
- All EWG-Safe Ingredients: Wellnesse products contain only ingredients rated as safe (1 or 2) in the EWG Skin Deep Database. All ingredients are listed on the website here, so you always know exactly what you are putting on your family. All products are also EWG-VERIFIED™ as a third-party verification.
- Organic Ingredients: Whenever possible, all ingredients are organic. What’s even more important is that all of our ingredients are 100% natural and come straight from nature.
- Safe for Humans and the Planet: We never compromise on this. We believe it is not only possible but essential to create products that are safe and beneficial for both the environment and for people.
- Highly Effective: All products must work as well as conventional alternatives.
- Sustainable: Since our products are only sold online (for now), sustainability in packaging is a major priority, and we’re using the safest and most environmentally friendly options currently available.
We Are the Gatekeepers for Our Families
You may know that a lot of ingredients used in personal care products aren’t tested or approved for safety… but it’s probably worse than you think…
It’s a common misconception that skincare ingredients must be proven safe and effective before they’re allowed on the market. But they are not, by a long shot.
In fact, there are thousands of ingredients approved for use in personal care products that have not been tested for safety at all!
Even worse, the FDA doesn’t have the authority to ban skincare ingredients that show strong evidence of being dangerous or deadly. Talcum powder is the perfect example.
Products that contain talc (a.k.a. talcum powder) include makeup and baby powder. Talcum powder is frequently contaminated with cancer-causing asbestos, and recent court proceedings have found that one major company knew this for decades. Millions have already been paid in damages from lawsuits where people got cancer or died because of this. The lawsuits just keep rolling in (so far there are over 15,000 lawsuits!).
It’s obvious that the items with this ingredient in them should be pulled from shelves, right? Nope. Baby powder is still being sold in stores, still being sprinkled on baby’s genitals, and still causing harm for some. The FDA and government oversight agencies usually don’t pull the plug on toxins in skincare.
This is why it’s my personal mission and a Wellnesse core value to stay on top of what’s in our products.
Many companies have caught on to the fact that consumers want safe, natural products for their families. While this is driving positive change, not everything is as it seems. Since the beauty industry is largely self-regulated, skincare companies can dress up labels with natural-looking colors and terms like “vegan” and “all-natural” while still hiding a bunch of toxins in the ingredients list.
On the Flip Side… Just Because We Can’t Pronounce It …
I always read the ingredients list on skincare products, but I have learned that just because I can’t pronounce it doesn’t mean an ingredient is necessarily bad. For example, alpha-tocopherol may sound like a toxic chemical, but it’s actually the antioxidant vitamin E. Shea butter is listed as the tongue twister Butyrospermum parkii on skincare labels.
When in doubt, do some research!
Wellnesse: Radical Transparency
To that end, at Wellnesse, we’re dedicated to radical transparency and honesty. We firmly believe that it is possible and essential to create products that are safe for humans and for the planet.
We believe that a well-run business can have a tremendous positive impact on the world. That’s why we run Wellnesse with an unwavering commitment to our core values in every decision we make and in every step of our process, from supply chain to final product.
We never compromise on quality and choose the best options for people and the planet. We source the best ingredients and packaging available.
We love the families who use our products and make sure that all of the ingredients we use are rated as safe by the Environmental Working Group so you can rest easy knowing your family is safe! On top of that, we combine the latest in scientific research with the best nature has to offer to add beneficial ingredients that support the body in each product.
We wholeheartedly believe that products can be safe for people and the environment… and take the planet into account in every ingredient we choose and every decision we make. We want to contribute to leaving a world our children and grandchildren can be proud of, so we make decisions that last longer than we will.
Community- and Family-Focused
We strive to support families at every level of our business: the families of our team members, the families of our customers, and the families in our local community. Cultivating a strong community is one of the most important things we can do in this life, and we’re working toward this goal in our company culture and our local communities.
We give time and a percentage of our profits to our local communities and to organizations that support families and the environment.
Integrity and Transparency
You never have to wonder about the safety of our products or what we put in them… because we will tell you and show you the sourcing!
Think Outside the Box
We believe that it isn’t only possible but essential to create products and solutions where the customer wins, the community wins, the planet wins, and the company wins. To this end, we innovate and are uncompromising in our core values.
So what do we make at Wellnesse? Well, just for starters:
Wellnesse Whitening Toothpaste
Wellnesse Whitening Toothpaste is the first natural toothpaste that works like “regular toothpaste” without glycerin or fluoride. It was important to me to create a formula that naturally supports the oral microbiome and mineral balance on the teeth without those two ingredients.
Fluoride is controversial and an ingredient I am careful to avoid because of my thyroid issues. We also chose to leave out glycerin, which many natural toothpastes include as a thickener. Research shows glycerin can coat teeth and keep them from benefiting from minerals in saliva as well as the beneficial ingredients in the toothpaste.
Instead of fluoride, our formula contains green tea leaf extract, which is loaded with antioxidants. Plus, a phytochemical in green tea is shown to fight bacteria that leads to tooth decay.
We combined this phytochemical with hydroxyapatite (a naturally-occurring mineral and main component of tooth enamel) to strengthen teeth and prevent cavities.
Of course, fresh breath is paramount to a good tooth brushing, and for that, we included mint leaf extract and neem. Neem helps to prevent bacteria from sticking to teeth and turning into plaque. This protective measure means fewer bacteria, which leads to… fresher breath!
And of course, this toothpaste (as well as all of our products) is kid-safe and kid-approved!
Wellnesse Charcoal Toothpaste
Our Charcoal Toothpaste formula uses many of the same tried-and-true ingredients found in our beloved remineralizing toothpaste but with a twist: charcoal! Formulated to strengthen, whiten, and detoxify, your smile is in for an upgrade.
Charcoal powder is this formula’s (not so secret) weapon. Not only does it work to remove stains and whiten teeth, but it also detoxifies your mouth. Charcoal particles pull the toxins from your mouth and bind to them, so they’re eliminated from your body as soon as you spit.
Not to pat ourselves on the back, but our Charcoal Toothpaste is also completely glycerin-free and fluoride-free. We chose completely natural alternatives, like hydroxyapatite and calcium carbonate, to give our formula the strengthening boost it needs.
It is recommended that you only brush with Charcoal Toothpaste 2-3 times per week. For best results, alternate your charcoal sessions with our remineralizing Whitening Toothpaste!
Children’s Strawberry Toothpaste
Oral hygiene can be a battle with little ones, but our strawberry toothpaste is about to make brushing your child’s favorite part of the day! Children are delighted by the natural fruity flavor but are still protected from bacteria and cavities by our tried-and-true, family favorite formula.
Our Whitening Toothpaste and Charcoal Toothpaste are safe for all ages, but the fresh, minty flavor can be overpowering for some young ones. Children can have more sensitive palates, so it’s no surprise that many are not fans of mint. Our Children’s Toothpaste has a natural strawberry flavor to add a subtle, fruity taste little ones love!
Children become especially vulnerable to tooth decay and cavities when they resist brushing, so we designed this toothpaste to appeal to children everywhere without compromising our ingredient integrity. Our children’s formula contains all our favorite powerhouse ingredients (like remineralizing hydroxyapatite and bacteria-fighting Aloe powder) and achieves excellent flavor without artificial flavors or sweeteners.
We take integrity and transparency seriously. We only use the cleanest ingredients in our formulas. Hydroxyapatite restores enamel and remineralizes your kids’ teeth while calcium carbonate removes plaque, debris, and surface stains. Aloe vera eliminates disease-causing bacteria, whitens teeth, and reduces staining.
But you don’t just have to be a kid to use this toothpaste! This toothpaste is effective for all mouths, so check it out if you love fruit-flavored toothpaste.
Wellnesse Biodegradable Toothbrush
The Wellnesse Biodegradable Toothbrush is designed to be slightly smaller at the head to reach the places in the mouth that other brushes just won’t fit into. Pair it with our Whitening Toothpaste, and even those pesky back teeth will be remineralized and revitalized.
The bristles are firm enough to hold their shape, but they aren’t so stiff that they hurt your gums—comfortable, effective, and eco-friendly! When you are ready for a new toothbrush, simply remove the nylon bristles and toss those into the garbage. The toothbrush itself can be recycled.
Children’s Biodegradable Toothbrushes
Wellnesse Children’s Biodegradable Toothbrushes are the same sleek, sustainable design reimagined to fit little hands and teeth! Each pack contains three children’s toothbrushes in three fun colors: pink, blue, and mint. Who said brushing couldn’t be fun?
This smaller, more colorful model was developed with your little ones in mind. Our children’s toothbrush has a slightly smaller head to make cleaning those hard-to-reach spots a breeze and a variety of eye-catching colors to make brushing one of the best parts of the day!
Our toothbrushes are made from biodegradable bamboo and recyclable nylon bristles for a waste-free cleaning experience! The bristles are firm enough to provide a thorough clean but gentle enough to avoid gum irritation, leaving you with bright, happy smiles all day long.
Wellnesse Silk Floss
Our Wellnesse Silk Floss combines the gentle strength of pure silk, the smooth glide of candelilla wax, and the antimicrobial and antiviral properties of pure peppermint oil to provide the ultimate oral care experience using only three ingredients.
At Wellnesse, we only use ingredients that pass our very strict guidelines. We know that what you use on your body essentially goes IN your body, and we want every ingredient to be natural, pure, and non-toxic. That’s why our floss is made with only three ingredients: silk, natural peppermint oil, and candelilla wax.
Unlike conventional flosses that use wasteful plastic casing, our peppermint silk floss is packaged in a small cardboard box that is 100% biodegradable and recyclable. Simply toss your used floss in the compost and the box in the recycling for a completely waste-free experience!
Wellnesse Copper Tongue Scraper
Our toothpaste takes care of your teeth, and our floss protects your gums, which leaves only one thing: your tongue! Our 100% Copper Tongue Scraper is the perfect way to wrap up a complete oral health regimen.
Tongue scraping has been a popular practice in natural medicine for thousands of years. It naturally fights the bacteria that cause cavities, gum irritation, and bad breath, making it a simple but powerful addition to your oral care routine.
We use 100% copper since it naturally possesses antimicrobial properties makes it far more effective than other commonly used materials, such as stainless steel and rose gold. Copper also has a pretty impressive shelf life and can last for years.
New to tongue scraping? Simply stick out your tongue and place the rounded end of the scraper as far back on your tongue as you comfortably can (don’t gag yourself!). Apply gentle pressure, and drag the scraper down toward the tip of your tongue. Rinse the scraper as needed, and repeat until complete.
Wellnesse Natural Shampoo and Conditioner
We have two kinds of (wet) shampoo and conditioner.
- Summer Melon and Dandelion Shampoo and Conditioner for All Hair Types
- Coconut & Verbena Leaf Shampoo and Conditioner for Wavy, Thick or Curly Hair
All four hair care products meet all of our criteria for quality. They work as well as “regular” shampoos and conditioners but without the sulfates, parabens, dyes, artificial fragrances, and other ingredients you wouldn’t want to put on your family.
Instead, they have:
- Keratin, quinoa, argan oil, and chamomile to infuse moisture while natural suds cleanse hair and scalp so strands stay smooth.
- Vitamins like panthenol, a provitamin of B, which replenishes and moisturizes locks.
- Herbs like lavender make hair silky, soft, and easy to manage and also encourage hair growth and thick hair.
- One ingredient you may not have heard of yet but will grow to love (pun intended) is nettle leaf. Nettle leaves are rich in silica and sulfur, both of which are known to support regrowth and strengthen hair. Sulfur, a component of keratin (the key protein that makes up our hair), lengthens the “growing phase.” It’s also been suggested that nettle leaf can restore hair to its original color.
Wellnesse Revitalizing Dry Shampoo
Ask me my favorite beauty item, and I’d tell you instantly—my dry shampoo!
Moms, you know what I’m talking about… there are so many days when a shower just doesn’t happen!
I set out to create a dry shampoo as natural as my DIY recipe I’d been making for years. Instead of aerosols with ingredients like isobutane, propane, and chemically derived fragrances, we use oil-absorbing kaolin clay and volume-boosting tapioca in any easy-to-apply, sustainable bottle.
I also wanted Wellnesse products to not only clean but nourish with natural “superfood” for hair and skin. So we added hibiscus flower, known for its ability to promote healthy hair growth. Lavender oil and cactus flower help revitalize and balance hair and scalp pH.
We also developed a super transparent and user-friendly ingredient list that guides you through each ingredient, what it does, and the EWG safety rating.
Wellnesse Citrus Body Bar
With its fresh, citrus scent and silky smooth lather, our Wellnesse Citrus Body Bar is setting a new standard for clean skincare. Embrace the scent and feeling of a warm, tropical day from the privacy of your own bathroom. You will leave your bath or shower feeling as if you just left the spa without the guilt of the spa price.
Each of our ingredients was hand-selected to produce a formula that cleanses, moisturizes, and refreshes your skin for a once-in-a-lifetime experience every time you step into the shower. It features shea butter, which moisturizes and smoothes, green tea leaf, which adds antioxidant and anti-inflammatory properties, and orange oil, which gives it an uplifting scent.
In recent years, irresponsible palm oil harvesting has led to rapid deforestation and displacement of wildlife. Unfortunately, the harvesting methods for some palm oil alternatives have proven to be unethical as well. To solve this problem, Wellnesse joined RSPO, a not-for-profit organization that aids businesses in harvesting sustainable palm oil, allowing us to be mindful of the planet while continuing to provide you with the highest quality products possible!
Wellnesse Moisturizing Hand Sanitizer
Our Moisturizing Hand Sanitizer eliminates viruses, bacteria, and fungus without stripping your skin of its natural protection.
Eucalyptus, tea tree, peppermint, and ethyl alcohol all sanitize while keeping your microbiome intact. Safely clean and moisturize your hands while bolstering your microbiome with powerful ingredients that come in a recyclable glass bottle.
This formula fights big and little germs—99.9% of them, to be exact. Plus, our special spray makes application easier than ever to cover more surface area.
When making truly clean products, we know that what’s on the inside and outside counts. That’s why our hand sanitizer comes in a glass bottle that you can easily reuse or recycle.
Our packaging also had to meet our strict standards for quality and sustainability. We’re constantly working to innovate in this area, but for now, we use sustainably sourced and carbon-neutral sugarcane packaging that is compostable in commercial facilities and that can also be recycled. Since we can’t use glass in the shower or with a product as thick as toothpaste, this was the most eco-friendly option available.
And the cardboard packaging used in shipping is fully compostable, so you can use it in your own compost bin or garden!
As I said, transparency is an important core value for us. To this end, we are:
- EWG Verified for all products, which assures that they are all human-safe and environmentally friendly.
- Certified B-Corp designation, which verifies our commitment to our communities, the environment, and to creating the highest quality products while supporting family and women-owned businesses and manufacturers.
- Leaping Bunny certified for household and personal care, verifying that all products are cruelty-free and untested on animals.
Try Wellnesse Products!
Join me in using these revolutionary products with your own family! You can get all of them here. TIP: You lock in a discount if you shop a Wellnesse Essentials bundle or sign up for Subscribe and Save!
I’m so grateful that you’re part of this community and hope that you’ll join me in changing the personal care industry for the better!
Keep an eye out for other products coming soon, including Deodorant, Sunscreen, Bug Spray, Shampoo Bars, and much more!
What personal care products would you like to see next? Share below. I’d love to hear your feedback!
- FDA.gov. Cosmetics Laws & Regulations. Retrieved January 2020
- NYTimes.com. Johnson & Johnson Lawsuits Raise Fears Over Baby Powder. October 4, 2019.
- Pepla E, Besharat LK, Palaia G, Tenore G, Migliau G. Nano-hydroxyapatite and its applications in preventive, restorative and regenerative dentistry: a review of literature. Ann Stomatol (Roma). 2014;5(3):108–114. Published 2014 Nov 20.
- Alzohairy MA. Therapeutics Role of Azadirachta indica (Neem) and Their Active Constituents in Diseases Prevention and Treatment. Evid Based Complement Alternat Med. 2016;2016:7382506. doi:10.1155/2016/7382506