Primally Pure x Lipstick Angels

I dealt with acne in high school and college and used a variety of prescription and over-the-counter treatments to help with it, but was always left feeling frustrated with the lack of results. I knew there had to be a better solution. I tried jojoba oil and was amazed by how much it helped! A few years later, I cleaned up my diet, started making better lifestyle choices, further detoxed my skincare product lineup, and started making my own products as a hobby, and my skin continued to improve. I started Primally Pure because I wanted others to experience the same results that I had with using natural products and making better lifestyle choices.

Tell us about your career path prior to becoming an entrepreneur in the clean beauty industry, do you feel that your past experience has had an influence on your work today?

I don't have a background in business or beauty, but my background in copywriting instilled in me how important it is to educate your audience and build trust. Early on, I was super committed to writing regular blog posts and sending frequent newsletters. I didn't take a single subscriber for granted and worked my tail off to consistently provide them with the best content. My family also has an organic livestock farm, which they started just a few years before I began Primally Pure. It was such a blessing for me to be a part of the farm's early days and see what it took for that business to grow and gain momentum.

Can you tell us about some of the challenges you’ve faced or lessons you’ve learned from being a small business owner?

There have been so many challenges over the years (working with natural ingredients and learning how to be the CEO of a company with no management experience were not easy tasks!), and in the beginning, I spent a lot of time in serious states of emotional distress. We still face many challenges today on an ongoing basis, but my perspective towards them has shifted from "why is this happening to me?" to "what is this teaching me?". This shift in perspective alone has made all the difference and allows me to see challenges as opportunities to grow instead of setbacks.

It's clear that Primally Pure not only prioritizes safe and natural ingredients but also places importance on education, which is a fundamental component of the Lipstick Angels ethos as well. How do you believe that arming ourselves with knowledge can improve the way we live?

So many things are backwards in the world we live in, from the foods we are told to eat to the products we use and beyond...

It's essential to educate ourselves and become aware of how to live a clean lifestyle despite misinformation and false/confusing marketing messages. It may seem like a lot of work to make certain changes, so it's important to remember that all of this is a journey and it takes time. Gaining knowledge is the most important first step in figuring out a plan to move forward at a pace that feels good.

One of Primally Pure’s b products is your deodorant! Personally, I have tried more natural deodorants than I can count, and I always go back to my Geranium! As more people make the switch to natural products, can you tell us why swapping out conventional deodorant is so important? What advice would you give to someone who’s new to natural?

Deodorant is a product you apply every single day (and sometimes, multiple times a day) to your underarms – located right next to your lymph nodes and breast tissue. Upon learning about the harsh reality of harmful chemicals found in most deodorants (aluminum is linked to Alzheimer's and heavy metal toxicity, and parabens have been found in 99% of breast cancer tissue sampled in this study), it starts to make sense why this daily application is actually exposing your skin and body to an array of ingredients that have been proven to cause more harm than health.

As your body rids itself of toxins from traditional deodorant, you may find yourself a bit more smelly and sweaty than normal. After a week or two (the detox phase depends on your current chemical buildup), this will stabilize and disappear as your pits + sweat glands become more balanced! You may still sweat a bit more than before, but sweat is NOT a bad thing – it’s actually a very good, healthy + necessary function to detoxify and keep our body balanced!

Lipstick Angels is honored to have your partnership, and we love sharing your beautiful formulations with our patients! S is so important, and something we believe in wholeheartedly. What are some of the ways you practice self-care?

My morning routine is so important to me in setting the state for each day. If I don't get woken up early by one of my kids, I always spend time writing in my High-Performance Planner for about 20 minutes, followed by 20 minutes of reading something that's inspiring to me. Once my girls wake up, I almost always take them for a morning walk around the neighborhood before we do breakfast and start getting ready for the day. After putting the kids to sleep each night, I usually take a hot bath with epsom salts and read or hang out with my husband before going to bed. I also get regular facials at The Primally Pure Spa. :)

Congratulations on the incredible and continuous success of Primally Pure, Bethany! Do you have any future plans or projects in the works that you can share with us?

Thank you so much! It's been such a privilege to partner with you guys. My team and I are such fans of your mission! This year we're really excited about our plans to launch several new products, including a home line and a few more CBD products.