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- [00:00]
A
I think that's why people love Symbiotica is they feel like you made their health and wellness journey feel more achievable.
- [00:07]
B
It turns it into a little fat spear that mimics a cell membrane. So your body has. It absorbs it and it remembers it. And so that's the reason why when you take a vitamin C, your body absorbs it like it's taking in an orange. And so for us, we were like, there's nothing out there like this today.
- [00:26]
A
And like, you knew where to spend good money in like making sure. Like, the website is phenomenal, the subscription is phenomen. Phenomenal. The way that you guys educated and advertised and the way that you've gifted is phenomenal. And it's because you knew where to that you had to spend in health and wellness.
- [00:42]
B
It became very real. We went from a team of three to a team of over 150.
- [00:47]
A
How fast?
- [00:48]
B
Five years. Wow. Yeah.
- [00:50]
A
That's crazy scaling.
- [00:52]
B
So then the other thing for us was about six months ago, we sold our 100 millionth packet. That's crazy, right?
- [00:58]
A
That's crazy.
- [00:59]
B
It gives me goosebumps.
- [01:00]
A
I bet. I love that, that it balances this feeling of I'm giving myself something special. But it's also not a dessert like it is a. It is still good for you.
- [01:10]
B
We looked at it as what an opportunity to help, you know, Americans get healthy.
- [01:16]
A
Like, how big has Symbiotica gotten? We're launching an all alta stores. That makes perfect sense. Congratulations.
- [01:23]
B
Thank you so much. I mean, how smart. Cheers to this.
- [01:26]
A
Cheers. And our big glass. I also try to order champagne glasses, but we're going with it.
- [01:31]
B
What a brand, what a brand, what
- [01:33]
A
a brand, what a mighty brand.
- [01:36]
B
What a brand, what a brand, what
- [01:38]
A
a brand, what a mighty good brand.
- [01:41]
B
Hi, Camille.
- [01:42]
A
So excited for today.
- [01:43]
B
I'm excited to be here.
- [01:45]
A
So who are you and what do you do?
- [01:47]
B
Okay, so, well, we got the champagne in front of me, but what I do is I am the chief operating officer of Symbiotica. I also run Experiential. I am one of the founders alongside my husband and best friend of 26 years. And who am I? I am Afghan American who came to America with dreams in my pocket to one day become an entrepreneur, to become a powerful businesswoman. And I'm a mother of two beautiful daughters that are my mini mes, Yasmeen and Ariana. And I've been married, as I said, to my best friend. This is our fifth company together, so not our first rodeo. And I am a daughter I am a sister, and at the end of the day, I would hope to be considered as a leader, as a thought leader who really cares about people and cares about the things that I put my time and my passion into.
- [02:44]
A
What a great intro. And you are all of those things. You've literally completely. When I think of Symbiotica, I think of absolutely transforming the digital experience of brands with health and wellness. You guys blew it the fuck up.
- [02:59]
B
Thank you. I humbly speaking, there's days where I feel that and I'm like, we fucking did this. Yes. And there's days where I'm like, oh, man, you know, I gotta get out of the office. It's been a tough week, but it's been an incredible journey. You know, we started the company not to make money. We started the company, it was our fifth company. And we said, at this point in this stage in our life, how can we make an impact? Because my daughters were starting to turn a corner where it was like, what do mom and dad do? We spent many years in corporate America, had big titles, made tons of money, took that money, put it in great investment. So capital for us, like, wasn't about the money. We had already made our money. It was about when the girls turn the corner. What are we teaching them? And for us as parents, our greatest legacy is how we mold and make these two little humans into great human beings where they can think outside themselves and they can lead this world better than which they came into. And so for us, we started to see a lot of our family members losing the battle to life through health concerns, reasons, cancer. And we felt helpless. And as we, you know, kind of dissected and took a deep dive in the supplement space, there was such a white space in transparency. And, you know, everyone is taking supplements, but there's no outcome. Well, there's no outcome because your body's not absorbing. So what good is great ingredients if your body can't absorb it? So what we identified was that there is. There was a huge gap in the technology of how people were making supplements. And that was the technology of liposomal, which liposomal has the highest bioavailability. So it encapsulates the nutrients in supplements. Most of the time, a lot of these pill forms, what happens is your body is absorbing less than 10% because of the acidity in your stomach, doesn't get through the liver. Lots of reasons that your body's rejecting it. But with liposomal, what's really unique, unique about it is that as it encapsulates, turns it into a little fat spear that mimics a cell membrane. So your body has it absorbs it and it remembers it. And so that's the reason why when you take a vitamin C, your body absorbs it like it's taking in an orange. And so for us, we were like, there is nothing out there like this today. And when you look at the modern diet, it lacks nutrients. And then you have the fast paced lifestyle of America. As Americans, we rarely do like Europeans, we sit down and enjoy a meal. Everything is on the go, on the go. So we were like, let's figure out how we can create a supplement that has high absorption rates, that works where we control the variables like sourcing all of our own raws and putting technology into how we make our products. So the technology of what the user experiences. And we did it to really make supplements for our friends and family. You know, we started the company during COVID when people weren't starting companies. Everyone was kind of, you know, regressing and shutting down their companies and going remote, not knowing where the future was, what was going to hold. And my husband Shahab and I, we've always just believed in betting on ourselves. And we're like, we got this. We know how to build and scale companies. We've done this and now let's do it with something we're so incredibly passionate about. And today it's like the most incredible part of the journey is one, hearing the impacts that we're making with our community. Secondly, we'll be somewhere with a somatica hat on and someone will walk up to us and say, oh my God, are you guys somatica? And then they'll tell us a transformative story. And to have my daughters witness that, like it gives me goosebumps because I tell my kids like, that's, that's success. When you can impact lives. And if you do it and you're passionate about it, the money will follow.
- [06:58]
A
Yeah.
- [06:58]
B
And the success will follow. But do it because you believe in what you're doing. You know the why behind your story. And you know, when you do what you love every day as you know, like you're not really working at all,
- [07:11]
A
man, that is like. So this is just going to be such a great episode today, the way that you just set that up because it makes so much sense. I talk so much about what makes brands great is this variable of time. And you guys have going through the motions of like running and operating these other businesses. Like it makes sense why you showed up and you like blew up this Category because you had gone through those hours on different businesses, man, that is just, I feel like I just have an unlimited number of questions. Even this, like when you talk about the delivery system and then before we started recording, you were talking about the form factor. What would this package has to do with form factors?
- [07:51]
B
So it's interesting. We first started out, we had, you know, Myron bottles and I looked at my husband, I'm like, okay, this is kind of crazy. Like, I personally would never throw that in my bag. And then how do you want me to travel with it? Do you want me to like carry a spoon everywhere I go? And he's like, well, let's like, let's figure this out.
- [08:10]
A
But you knew was to eat, but you didn't know how to deliver. Like not eating, but like more this format.
- [08:17]
B
Yes. So in the initial phases it was like we knew it was a liquid and then we also knew like, okay, you're going to have to absorb this, like taking it via spoon. We didn't really have this pouch, pouch pack that you'd like to call it. You know, we had it in the bottles and the way, you know, we would, our consumers and our community and the way we would take it is through a spoon. And then we're like, this isn't, this isn't a long term solution. And you know, we would get feedback and we love hearing what our customers would say. So when you travel with the bottle, it would combust. It just wasn't like leak. It would leak. Yeah, perfect. It wasn't perfect. And so we thought about, okay, when you take, you know, what are the customers saying? Well, the customers are saying, listen, my lives are busy. I need something that's on the go. You know, we need it to be so simple where I can just hand it over to a friend. You're not going to, you know, pull out a second spoon and say, hey, try this. And so this, you know, we've kind of revolutionized this, this packet. We were first at it, we thought, wow, this is great because, you know, you can travel with it, you can share it. And then for me, like, I love, I have it in my purses, I have it in my gym bag, I have it in my office. So it goes everywhere that I'm at. And there's this convenient factor. And so I'm very intentional about taking my supplements. I'm intentional about being healthy because this goes with me and it removes all the excuses out of it.
- [09:39]
A
Totally. And it also is the viral factor. Yeah, right. Like, it was instantly wanted to try it because of how cute the delivery looked on online. And I remember it breaking through probably closer to maybe the end of COVID Like, how fast did you guys roll out?
- [09:56]
B
So we rolled out. We started in 2019. We built our office in San Diego, which is where our headquarters is. And I would probably say, like, right around third quarter was when we had, like, a solid team, because we really started out with three of us. And then after that, as the company, like, then what happened is with COVID people slow down to almost speed up because now you are so afraid of what you touch, what you put in your body. And during this time, we started the company first initially with just educating consumers with, listen, like, the pill forms aren't working, the delivery system isn't there. Your body's not absorbing it. And so education for us was, like, pivotal. That was our foundation, and then it worked to our advantage that people slow down to really want to then know what. What were they taking? What was going in their body? People were starting to read labels, and we were the company where we put our labels on blast. We were like, look into our labels, look into our, you know, ingredients. And we're very proud of that. And so, again, work to our advantage. And we started to build community. And we. And we. We also are in San Diego, which is a very, very, like, wellness, totally, you know, centric community. And so for us, like, you know, we talked a little bit offline about, you know, UGC and how we did it. But for us, like, we put our hands, our products in the hands of people that, you know, were part of the alternative health community, that were leaders and founders and, you know, trainers, but that were health enthusiasts that were already educated, and we allowed them to tell the story.
- [11:38]
A
Yeah, you guys crushed it.
- [11:40]
B
Thank you. Like, through their lived experience, like, how is. How is our products changing your lives? How does it make you feel every day? And just over time, we just continue to perfect our craft. Perfect our craft. And I think that's the thing as founders, you just have to remind yourself that no matter where you are in the, you know, the mountain of success, there's always a reflection point where you can perfect your craft.
- [12:04]
A
Yeah, totally.
- [12:05]
B
You know, drive more efficiency within your products, within how you're doing it, within infrastructure with. Than the overall organization.
- [12:12]
A
No, you're so right. I also really would like our mimosa.
- [12:14]
B
So let's. Let's do it.
- [12:15]
A
Yeah. Do you want to, like, act like Martha on the TV show and show us?
- [12:19]
B
Oh, yes.
- [12:21]
A
Can we get someone cute on set? To open this for us.
- [12:24]
B
So I'm not condoning drinking by any means.
- [12:27]
A
However,
- [12:29]
B
I just met Camille and she is such a girls girl. So we got a toast to this.
- [12:33]
A
We're having a girls moment. This part first.
- [12:35]
B
Yes. And then we're going to go ahead and pour our vitamin C into our glass here.
- [12:40]
A
Like this to me, is the elevated mimosa that I am looking for.
- [12:45]
B
So this is wonderful because you are getting your thousand milligrams of vitamin C. Collagen, skin health immunity, gut health. You know, we just actually. Am I allowed to announce this? But we just did a thing with Komodo, so we worked with Dave Grotman and his team on creating mocktails for Komodo.
- [13:05]
A
Cool.
- [13:05]
B
So it's also open in the fountain
- [13:07]
A
blue, which was so smart.
- [13:09]
B
Yeah. Talk about experiential, right?
- [13:10]
A
Right. We're totally going to talk about that. The only problem is we don't have a knife. So, like, how do we have anything
- [13:15]
B
to stir this way?
- [13:16]
A
Well, we might be able to. Can we get something from the kitchen?
- [13:18]
B
Just like a spoon or a knife?
- [13:20]
A
Oh, yeah. Maybe spoon would be cuter. Good call. What products do you have every day?
- [13:24]
B
Vitamin C I love because I'm all about my skin.
- [13:27]
A
Cool.
- [13:28]
B
And I'm a lot older than you, most likely, so I do go to
- [13:32]
A
Korea every year, though. So who knows? Maybe I'm going to go with you.
- [13:35]
B
So vitamin C, glutathione is a non negotiable because it detoxifies your liver and
- [13:41]
A
it's when you look skinny.
- [13:42]
B
Right.
- [13:42]
A
Like it helps you process food.
- [13:43]
B
Yes. Just helps.
- [13:45]
A
Oops. Yeah. Okay.
- [13:46]
B
Helps with that. And then colostrum, which is my favorite.
- [13:49]
A
I had the colostrum that you guys sent me, and I loved it too.
- [13:52]
B
That tastes like a healthy cake batter.
- [13:53]
A
Totally.
- [13:54]
B
It's yummy.
- [13:55]
A
Very super yummy.
- [13:56]
B
Thank you so much for bringing this to me. We said we're getting away from spoons and here we are stirring.
- [14:03]
A
All right.
- [14:06]
B
Very good. Cheers to this.
- [14:08]
A
Cheers. In our big glass, I also try to order champagne glasses, but we're going with it.
- [14:13]
B
So refreshing. It's really good.
- [14:17]
A
Just the way that I like to start my day. Yes. It's actually really good.
- [14:20]
B
It's really good, right?
- [14:21]
A
Way better than the orange juice.
- [14:22]
B
Yeah.
- [14:23]
A
I feel like sororities should catch on to this.
- [14:25]
B
I think so. I mean, I'm not saying it, but you did. I like it. It's good.
- [14:31]
A
I think the thing I like about alcohol is it feels no longer like the standard. It's more like A treat.
- [14:36]
B
Yeah.
- [14:37]
A
Which to me is a happy place for it to be.
- [14:39]
B
Yeah. I think there's mod. Like if you could do it in moderation, then it's okay.
- [14:44]
A
Totally. So you guys started this, so. Okay. So what's interesting is by the time that I saw you guys, you had already had a lot of skus. Did you guys launch with a lot of skus? What was the launch strategy?
- [14:54]
B
We launched with Omega, which was our first sku. And then over.
- [14:59]
A
It's like omega in the. In the. What do you call these?
- [15:02]
B
So we call these pouches.
- [15:03]
A
Pouches.
- [15:04]
B
But they weren't in the pouches. No, they were in the little glass Myron bottles. And you pump 12 pumps into a stool.
- [15:10]
A
Started with that.
- [15:11]
B
We started with that.
- [15:12]
A
Interesting.
- [15:12]
B
And then the things that for us were the, you know, kind of non negotiables in our skew development was it had to be liposomal and then at that time it was in the Myron glass bottles. But we were looking somehow to find a solution because that wasn't the best solution.
- [15:30]
A
You know what I think I ordered them with? You had them in like the Rad
- [15:33]
B
B12 vitamin D. Yeah, yeah, yeah.
- [15:36]
A
I know exactly what you're talking about.
- [15:37]
B
So first products were really around immunity.
- [15:40]
A
Yeah.
- [15:41]
B
So it was our omega, it was the B12, B6, our vitamin D. And
- [15:46]
A
it was like do 12 pumps.
- [15:47]
B
Exactly. Yeah, yeah, yeah. And so it really was immunity products. And then we did, you know, get creative and launch like a children's line. You know, we got into pet care, which was great, but our infrastructure is small. We're like a small, nimble team and we just spread ourselves a little too thin. So we had to wheel it back and re. Remind ourselves what are we great at? And that's creating, you know, the healthy products for, you know, for the average person. And so we wanted to just. We sunsetted most of those different lines and articles and just focused and honed in on this.
- [16:27]
A
What was the lesson in that?
- [16:29]
B
The lesson in that is that there takes a time period where you have to really educate your consumers on, like, why this product over this product for their pets, why this over that for their children? And you don't have unlimited time and resources.
- [16:45]
A
Yeah, it's a huge problem.
- [16:46]
B
Yeah. So you need to be mindful of where you want to put your time. And we kind of just spread ourselves too thin. We created some of the best products, but again, the education part is everything is everything.
- [16:57]
A
What delivery did you find when you kind of got your stride in the products allowed you to educate your consumer the best. I think that's why people love Symbiotica is they feel like you made their health and wellness journey feel more achievable.
- [17:12]
B
Yeah, so we created. So there's a lot of things we did. So one is we say we're a tech company beyond everything else tech and how we make our supplements, which is the liposomal delivery and then tech from the experience that you have when you come onto our site.
- [17:27]
A
Yeah, totally. And we scaled it.
- [17:28]
B
Yeah, yeah. So we've got, you know, we've, we've built infrastructure. As the company became profitable, we poured that money right back into the business. We, that's one of the ways the success behind how we've been able to scale so quickly in the past five years. But we built, you know, we have 11 UI UX designers in house who are writing code daily. We've deployed an entire AI department. So when you come onto our site, we've got a very sophisticated AI tool that's asking you and right. Fitting you into the right questions to figure out, you know, what is the right supplements or what's the supplementation kind of regimen based on your lifestyle and based on your needs. And then the other thing was we have this program called the Arise program.
- [18:12]
A
Yes.
- [18:13]
B
So the Arise program. Again we're really, really proud of this because we wrote the proprietary code behind this. But it's a tech platform where we reward our loyal subscribers who have been with us, who are continually with us. Every single month. We have deployed a platform for them to communicate with other wellness enthusiasts. It's a community where they get discounts their first, when we launch products, they get it first. They get to share their experience with other, you know, community customers, subscribers, whatever you like to call it. So it's this really cool like platform where you feel safe, you feel like you can exchange best practices. Community, community. And on top of it, it's all, it's like rewarding you to remind us, reminds you every day to, you know, have good habits, take your supplements. And as you do this, you're part of this greater community that's also like minded. And at the end of the day I always say it comes down to a mindset. So you're in a community and it's a platform where it's like minded people who are, you know, changing their life or in a direction. You guys are all like kind of rowing in that same direction where you want to be intentional about the choices and the things you're putting into your body.
- [19:30]
A
My favorite part of my job is seeing where the success leaves clues, you know, like, where, like what I can see from successful founder stories that overlap. And it's. It's so interesting to hear that you guys were successful before you launched this because you knew where to invest and, like, you knew where to spend good money in, like, making sure, like, the website is phenomenal. The subscription is phenomenal. The way that you guys educated and advertised and the way that you've gifted is phenomenal. And it's because you knew where to that you had to spend in health and wellness. And I think that's like, an interesting thing for us to talk about for founders is this idea of. Of kind of knowing where to invest in infrastructure to make the experience in the community strong is so integral to kind of making it and being in the game. Yeah.
- [20:19]
B
And it's interesting. We were also first at doing a lot of influencer activations.
- [20:23]
A
Yeah.
- [20:24]
B
I think, you know, we didn't have a PR firm early on that really touted our story and, like, hey, these guys are first at all these things. We were very engaged and involved with the community. We would do so many community events. I mean, I laugh because I'm like, oh, the cold plunge, the sound baths, like, we did that five years ago.
- [20:45]
A
You did.
- [20:46]
B
We really did. I mean, we would bring groups together. And so for us, like, we've always believed in our story. We believe in what we're doing. And then to be able to, you know, create a community where you are inspiring and changing the lives of the community and then saying, hey, share your story, because it is really powerful. It empowers people to know that they can make an impact in their lives.
- [21:11]
A
Totally. But you also just focus on all areas of brand. Like, where did you and your husband study how to build a great brand?
- [21:21]
B
So it's my husband and I and then one of his childhood friends named Shervin. So it's the three of us. For Shahab and I, like, again, being that this is our fifth company, we were in tech before we were in the cell phone business, accessory business. So we knew, like, we know that there's an interception between, like, product, customer, and community. And, you know, we just, I would say, over the years, became more experienced with how many times we failed. And I think for us, you know, we had failed so much through our journey that at this point, we were, like, not afraid to fail. We wanted to embrace it. And what we knew was, for us, because we didn't build a company to make money, we were okay if this didn't work out, we just knew that these were the best products. And we were incredibly passionate to give this to our family and friends and one day to our daughter that was old enough to be able to take it and. And say, like, we feel really good that we're living a life with purpose. And when I put my head down on my pillow, I know I'm doing the right thing.
- [22:28]
A
You feel good?
- [22:28]
B
Yeah.
- [22:29]
A
When did you guys realize you were onto something?
- [22:31]
B
The one thing, if I was to criticize, is we don't do a good job unpacking the success. We, like, move on onto the next. Onto the next. I think there were a few pivotal moments where we knew we were onto something. First, for me, it was building out our office space, which became, you know, 3x, the first size. And when we started to see, like, real infrastructure, customer experience in house, all of marketing in house, tech in house, wholesale procurement, fulfillment, all in house. All in house, it became very real. We went from a team of three to a team of over 150.
- [23:11]
A
How fast?
- [23:12]
B
Five years.
- [23:12]
A
Wow.
- [23:13]
B
Yeah.
- [23:14]
A
That's crazy scaling.
- [23:15]
B
It's crazy scaling. And our culture, we've won best places to work the past four years. No way. Yeah.
- [23:21]
A
Cheers to that.
- [23:22]
B
Thank you so much. Letting it get the champagne.
- [23:24]
A
That's amazing.
- [23:25]
B
Thank you.
- [23:25]
A
To as you're scaling fast to also build somewhere that's great to work.
- [23:31]
B
That one I'm really incredibly passionate about.
- [23:33]
A
I'm really enjoying this. I actually really think that this should be, like, a. This is a thing.
- [23:36]
B
I think so, too. I think we should sponsor the mimosas on the show. Yeah.
- [23:41]
A
Okay. So. Yes, yes. But also, I mean, we got enough for a year, but White Lotus. That's very smart. Sorry for cutting you off. Keep going.
- [23:48]
B
Yeah. Okay, so then the other thing for us was about six months ago, we sold our 100 millionth packet. Shit. That's crazy, right?
- [23:57]
A
Crazy.
- [23:57]
B
Disney goosebumps.
- [23:58]
A
I bet.
- [23:59]
B
It's incredible. The. And I think the other thing that made it very real is it's everywhere now.
- [24:06]
A
It's everywhere.
- [24:07]
B
We launched in all Target stores nationwide.
- [24:10]
A
I loved your campaign. You were so cute.
- [24:11]
B
Thank you. Thank you. My mom made that dress out of packets, and it was so heavy.
- [24:15]
A
What?
- [24:16]
B
Yes. Yeah. No way. My teammate Weigal, he's brilliant. And he said. Yeah, He. Everybody loves him, including myself. He said, hey, let's make a dress out of packets. And I was like, what do.
- [24:27]
A
You guys should have filmed your mom making it?
- [24:29]
B
I know. I actually think we have some BTs on that.
- [24:32]
A
Like, that is, like, the Part of the. The story that needs to be there is like, sorry, but keep going.
- [24:37]
B
No, no, no. I love that you said that, because I actually yesterday Weigal came over and we had dinner, and I said to him, if I was to reflect on how we can perfect our craft for this year, we haven't shared the BTs. Like, I come out to LA quite often, and sometimes on the ride back, it's been a 10, 12 hour day. I'm in the back row, like, you know, in a fetal position, trying to get some sleep. The seat belt's like, up my butt. Like, it's uncomfortable. And I was telling him, no one sees that side, but I wish they would because you always see this, like, glammed up version of me. But I'm, you know, tired a lot. And I am juggling life. My husband, which is my first child, my two daughters, like the office. Right. And then I was telling him it's, like, hard because you always have to be on. Yeah. And I would love for him to showcase more when we're not on.
- [25:26]
A
Yeah.
- [25:27]
B
Because I think that tells the real
- [25:28]
A
story when in doing the research, I really loved the two of you, but I must say, in meeting you in person, reading your energy, talking before we're recording, there is so much more to love about you. Oh, that's so sweet. And to me, it's such a story. It's such an additional strength to stuff. You're already doing so well that I really think you should. Thank you. Because there's no harm in it.
- [25:49]
B
Yeah.
- [25:50]
A
You know, especially when you have it.
- [25:51]
B
Yeah. I feel like so often, like, we're kind of, you know, you go into social and you see the success story and you see, like, highlight reel. It's a highlight reel. And so you kind of follow that path. And. Yeah. This year, one of our goals is to get away from the highlight reel. And I want to, like, I want them to film the days where I'm having a rough day because I was in public. I have that often. And no one talks about that. And also, like, working with my husband, it never turns off.
- [26:19]
A
Yeah.
- [26:20]
B
And there's. We have great days, and then we also have some not so good days, and those go home with us.
- [26:25]
A
Me, the same. I mean, I also work with my husband, too, and the office hears it all, you know, But I also think that there's something to that, though, in that when your life is your work and you love what you're doing, it doesn't always have to be perfect.
- [26:38]
B
Yeah.
- [26:38]
A
And that's actually what I think people want more. When you talk about community is. We want less of that. The. The celebrity highlight reel. We want more of the connection.
- [26:49]
B
Yeah. And being a real person and I think your imperfections is almost what makes you perfect.
- [26:53]
A
I totally agree. Well, how did you guys come to the name Symbiotica?
- [26:57]
B
So Symbiotica comes from the word symbiosis.
- [27:00]
A
Yeah.
- [27:00]
B
And when you think about, like, your. The way we look at it is your body. When you provide your body with the right, you know, tools, your body knows what to do with it. And so for us, it was like, okay, we know the non negotiables is our form factor.
- [27:17]
A
Yeah.
- [27:17]
B
Liposomal technology. We know we're gonna source the best raws and if we can put that into your body, then your body is gonna like, symbiosisly partner know what to do with it. And so we didn't want a word that was too clinical. We didn't wanna. And for us, there was like a greater meaning behind Somatica.
- [27:36]
A
The thing I love about it is that it touches on that, like, tech aspect.
- [27:39]
B
Yeah.
- [27:40]
A
Like, it feels like this, like modern human. Yeah. But it still has this idea of health, nature, natural.
- [27:48]
B
Yeah. And it's also like, I feel like the name, you know, it's like cool. It's like Somatica.
- [27:53]
A
It's so cool.
- [27:54]
B
Yeah.
- [27:54]
A
That's the thing that's cool about this brand is like, there's this aspirational element to it. But it also. I thought you getting into Target was also brilliant. Like, it didn't. It didn't take away from that. Like, it didn't feel like it went mass market. It feels to me like a kind of brand that feels approachable, but feels like a treat. And that's what I really like about. I mean, I've, I've. I've purchased these for years. I love that it balances this feeling of I'm giving myself something special, but it's also not a dessert. Like, it is a. It is still good for you.
- [28:28]
B
It is so good for you. And you know, the Target. We were working on Target for so long, and Target has really pioneered the retail experience and discoverability. Yeah. And for us, it's like when you look at the foot traffic that walks into Target every day, we looked at it as what an opportunity to help, you know, Americans get healthy.
- [28:50]
A
Yeah.
- [28:50]
B
Where let's show up in an easy way and let's show up where they're shopping. Let's be there. And we are a premium product, but Target also is, you Know, changing totally the experience of wellness. And I'm really, really proud to partner with them and proud of, of their kind of the direction that they're taking. They really pioneered, if you think about it, you know, the makeup industry with their minis. Yeah. And so I remember in our first meeting with them, you know, one of the things that I brought up, which my husband was kicking me under the table and I was like, stop kicking me. But I said, you know, you guys are onto something. We're working, partnering with us because these are individual packets. So imagine like during the holidays you can do pick and pack.
- [29:29]
A
Right.
- [29:30]
B
You know, three for five. Like you do with the ornaments. Yeah. Like you do with the minis.
- [29:34]
A
What a great way to try it.
- [29:35]
B
Yeah.
- [29:36]
A
To not commit to a whole box.
- [29:37]
B
Yes. And so we actually are in the bullseye area now with a $5 two pack. And so it's great because we're providing solutions for customers, for our community, for the average American. And we want to be able to take the excuses out of why you can't be healthy.
- [29:54]
A
Yeah. I mean, it's also so intelligent, you know, in case you weren't doing enough, you taking on a second title because you dovetailing into getting into experience with being in more mass market retailers is a perfect marriage.
- [30:07]
B
Yeah.
- [30:07]
A
Talk about that move.
- [30:09]
B
So experiential. So I'm really personally passionate about experience. Like, you come to my home and my husband says, no one, no one could tell that that candle's not on. I'm like, but I can tell. So I'm really passionate about. I think that our family motto is life is about relationships and experiences. And I think that that really defines success. And so for me, experience is so important because it's how you are remembered. And anytime we've done anything at Symbiotica from the experience of when you come into our office, that's important to me because we have teammates who are. They choose to be here. Like, we don't, you know, they don't have to come into work, but they want to come into work. So if they give me the want, I'm going to take care of the rest. I want to create an environment where they feel supported, they feel good. There's unlimited healthy snacks. There's like, we do a lot of employee surveys because it's important for me. I want their environment to be conducive to their success, to them feeling good. And so where we kind of launch this experiential role for me is I'm a very passionate about it. I'VE been doing it since day one. In my personal life but also in the office, I've led all the influencer events that we've had. I'm very passionate about leaving people inspired. I always say your brand isn't the blue check mark. Your brand isn't what you're wearing or what you own, but it's how people feel in your company, it's how you make them feel when you leave the room. That's your brand. And so it starts with our products, but then also anytime we're involved. We've done a lot of community engagement with different artists from Ghana to J. Balvin. Not J. Balvin just yet, but sorry, I was just texting him a few days ago. So he's like top of mind but peso pluma to different athletes. It's about like how can we deliver a different experience. Where like I guess a great example of this would be the Synodica Cafe in Las Vegas at the Fontainebleau. So that delivers an experience and you remember to take your supplements through the smoothie, you order through the wrap or your salad. And I just think that when you look at CPG brands today that are really differentiating and setting themselves apart, it's the experience that's creating that emotional connection to your product.
- [32:25]
A
What pushback did you receive for wanting to go all in on experience?
- [32:30]
B
You know, I have to say I none, to be honest with you. I mean my team is bought in because we do so much internally. So as we've scaled the company, one of the things I've said to our CFO who's so incredible, I always call her the back office baddie. She I say, listen, when it comes to like the experiential part of our internal office, we can't cut budget there.
- [32:52]
A
Cool.
- [32:52]
B
Because we've got to create an environment where people want to show up. We do this thing like on Wednesdays during the summertime where we have a different pop up, whether it's acai or you know, breakfast burritos, whatever it may be. But we have different experiences. We have a mentalist that'll come into the office. We do fun things so it's like it breaks the week up. We do different things like happy hour. We, you know, have a padre suite so you can go with your friends and family. We just try to create an environment. And so she and the greater leadership team have realized the impacts that that's made and they realize like for retention, like all of it. And so we realize like everyone's bought into like we've firsthand experienced it here. And then when we have influencer events, the amount of feedback that we get from influencers and you're there a lot. Yeah, I sh. I try to show up to all of my events because it's personal for me that those events go well. It's personal for me that.
- [33:48]
A
And they're meeting you. They're meeting the brand.
- [33:51]
B
Yeah. And again, like, want them to be able to put a face to the name and know that I'm accessible and that I'm just like them. I'm girls girl. And I have my days and I. I just. I want there to be this, like, emotional connection to the brand in a greater way than just, you know, our products.
- [34:07]
A
What's cool too, is I've been like. With seeing you on social, like, you're activating all over the world. We are like, how big has Symbiotica gotten?
- [34:17]
B
So we are. I can't. Okay, can I say it? I don't think I can say it. We're launching in a really big retailer which I'm so excited about come March. Cool. Yes.
- [34:27]
A
Do you want us to launch this in March so you can say who you're retelling with the clip?
- [34:31]
B
I'm open to that.
- [34:33]
A
We're launching an all Ulta stores. That makes perfect sense. Congratulations.
- [34:38]
B
Thank you so much. I mean, I know that Smart. Well, I have to tell you, two daughters, 12 and 11.
- [34:44]
A
Oh, my God. They're probably thinking you're like the biggest hero on planet Earth. Oh, my God.
- [34:47]
B
Gosh, no. They thought I was a hero. Like knowing Gunna. I believe they don't think I'm that much of a hero with the Ulta. I think. I think, though, when they go into the store and see it, they'll have that connection and they're gonna be the
- [34:58]
A
coolest kids at school.
- [34:59]
B
What I'll tell you is I had a holiday party for them. I had a Santa supplement shop, and all of their friends started trying the supplements. And that's actually. I earned some cool points there. But I am really proud of this one because I love makeup and I love that my girls are girls girl. But real beauty also starts from within. Totally your guts.
- [35:22]
A
Totally.
- [35:23]
B
And so that's why it's so smart. Yes. And it's just such a. It's such an incredible time to partner in the beauty industry.
- [35:30]
A
That intersection. Totally.
- [35:31]
B
Yeah. So I'm proud of that. We. We are in Australia, we're also in uae, we're in Canada, and we are looking to launch in EU as well.
- [35:41]
A
Cool.
- [35:42]
B
But right now, this year, our main focus is going to be our retail expansion and making sure that we have the infrastructure to support that, like going
- [35:51]
A
through other channels like a Target or opening your own footprint.
- [35:56]
B
Other channels like a Target.
- [35:58]
A
Cool. Yeah, cool, cool, cool. And when you say what you did with Fountain Blue, is that something that you also want to continue to roll out?
- [36:06]
B
Yes, I would love that. I think, you know, Dave Grutman is a good. Dear, dear friend of ours. That's my brother right there. Shout out to him. But he. He's been just such a great partner of ours and has. Has really kind of pushed us to think differently.
- [36:19]
A
He totally gets experience.
- [36:20]
B
He. He gets experience, and he's a visionary. He is. And so, like, he's really kind of broadened our own perspective on how we can show up to different places. And, you know, when you think about all the different, I would say, cultural moments, from F1 to Art Basel Fashion Week, like, everyone. Recovery is such an important part of it.
- [36:42]
A
Huge.
- [36:43]
B
And so now we're showing up in all these cultural moments, and the Fontainebleau Symbiotica Cafe was the start of it. It really was like a test pilot. Is this gonna work? And it's worked. People are hungry for it. People are asking for it. And so now, not just it was showing up, you know, at specific. Your favorite hospitality hotel, but we're also going to show up at the cultural moments, and we're looking to partner with some other very large experiential, you know, hospitality or, you know, we're looking to be at your favorite gym. We're already at. We already work with Equinox, but we're looking at other partners like that, because for us, again, it's like, we want to integrate into your daily routine.
- [37:27]
A
Well, it totally changes your. Like, to use the word relationship, like, with the brand. Like, I would if I was in Vegas, I would seek that out because it changes the relationship of it being, like, on the pantry in my kitchen to, like, this. That's world building. Yeah, Right. Like, I can experience the brand in a way that you weren't able to. And it's so cool when brands do that because. Creates more of, like, evangelists. Like, I feel more committed to the brand than I would if I. It was just a product to buy at the store.
- [37:59]
B
Yeah. It creates that stickiness. I'm working right now with a very dear friend of mine, Sylvie, and we're working on a cookbook.
- [38:06]
A
Cool.
- [38:07]
B
Yeah. And so it's like, to put the product into cooking, so it's from like recipes for morning, lunch, dinner, desserts and.
- [38:15]
A
Wow.
- [38:16]
B
So she's a phenomenal cook. I can't even take credit for that. And so we, um, she. I gave her my products. She's such a savant at what she does. For my birthday last year, she created an array of macaroons.
- [38:30]
A
And I'm like, and they're so sticky. Macaroons. Like, they're so hard to.
- [38:33]
B
Yeah. And I was like, this is incredible. Like, it was a shulajit and it was a vitamin C and it was a magnesium. And I was like, wow, this is pretty profound because now again, like, you're, you're. There's this experience, right? You're activating, you're activating the product and into your daily day, into like, you have to have breakfast, you have to have lunch, you have to. So, you know, she and I just sat together and said, how about if we create a cookbook where we can teach people how to make simple recipes with their supplements. So now they are having their acai bowl, you know, with their vitamin C or you know, what, whatever it is, their B12. But super excited. So that, that's, that's going to launch this year.
- [39:14]
A
People don't think about how to create like more reasons to interact with your brand and you coming up with ways to increase the youth type. Like, I would have never thought to put it in a mimosa. It's like to cook with a cholesterol. But like, just even ideating on like, there's a way you're. You really get world building, which is so important for brands to think about is how can you make your brand more relevant in more times throughout the day. Because if you can make the people think about your brand, naturally, you're winning.
- [39:46]
B
Yeah. Yeah. And I think that's where you have the, like, where you build the organic trust.
- [39:51]
A
Totally.
- [39:51]
B
Where you build the organic virality of your products. It's, it's these moments. It's like, how do you integrate? It's not just like a one time, right. It's like we don't want you to take our products one time. There's. There's no result you'd ever get out of that. We want it to be consistent in your life. And for us, it's like, what. How do you, you know, work and play and, you know, your personal life and then how do we integrate into that?
- [40:15]
A
Totally. Let's talk about your day to day because it, I can't imagine what it looks like.
- [40:21]
B
So my day to day is very different.
- [40:23]
A
Every day.
- [40:24]
B
And I activating in Doha. Yeah, yeah, yeah. No, it's R D on Tuesday. Yeah. No, it's fun though, I have to say. So my day to day starts with if I'm here in HQ in San Diego. Then starts. We kick off the morning with taking the kids to school.
- [40:43]
A
Oh, you drive them to school every day?
- [40:44]
B
Every day. Both my husband and I together. Together.
- [40:47]
A
Wow.
- [40:48]
B
We commute into the office every day. So I'm like, you know what, we better get along because I'm gonna see. I'm gonna be with you all day. We have a really beautiful relationship.
- [40:55]
A
That be a dream.
- [40:56]
B
Yeah, it's really special. We drive into work together, drop. Drop off the kids, drive into work together. And I kick off my morning with really my ea prints out my calendar. So I understand like what's ahead of me, what's in front of me, what do I say? Yeah. And then I have to meet with my team. I love meeting with my team. They are some of the most brilliant people I've ever worked with. They're smart, they come with energy. And we kind of go around the room and talk about what everyone's working on, what I can help support them with, what are time sensitive. And then after my team meetings, I go into internal meetings or external meetings. Lots of conference calls with R and D. A lot around operations, a lot about, you know, office management. Right now we're actually building a campus in San Diego where we're gonna bring fulfillment and HQ in one property.
- [41:49]
A
The construction you're posting about.
- [41:50]
B
Yes.
- [41:51]
A
Cool.
- [41:51]
B
So I'm very excited about that and the experience that I wanna deliver within. Cause again, we're in office and it's tough. Right? Cause there's a lot of companies that are remote, there's a lot of companies that are hybrid. So for me, I'm constantly thinking through how do I create a best place to work, how do I create the best place to show up? So our campus is gonna have a gym. We're gonna continue on with our meditation room.
- [42:14]
A
Cool.
- [42:15]
B
Yeah. We're gonna have a very, very. We're gonna expand our content space. Two lounges. So try to think through the experiential part of our office. Building that out. Now we're gonna have a lab in there. So I'm very, very proud of that. So building out this new office is a big part of my everyday. And then after my long day at work, getting the kids from school, I go home and I try to make a fresh cooked meal Monday through Thursday.
- [42:41]
A
Cool. You cook it. I do Cook good for you.
- [42:43]
B
Yeah, yeah. It's like healthy, simple meals. Steak, fish, pasta, things like that.
- [42:48]
A
It's beautiful that you make time for your family.
- [42:51]
B
You know what? I realized the magic to my relationship at home with my husband is that what's important to him has to be important to me. And he loves eating. I'm not like a big foodie, but he loves eating. Like it just makes his. Brightens his entire day. So cooking is important for him. And then we sit around the table as a family, have dinner, kids go upstairs, finish their homework, get ready for bed, and then he and I will cold plunge, do the sauna. Hot, cold, hot, cold. Take the shower, get to bed every day. Yeah. And I failed to mention that I work out the mornings before I. What time is your Alarm set at 5:30.
- [43:28]
A
Let's go.
- [43:29]
B
But I also sleep very early. It's like a running joke and amongst my friends and family because I'm tucked away in bed by like 7:30, 7:45.
- [43:38]
A
Oh yeah. So when you're saying the kids are like going to do homework, it's like right after dinner.
- [43:41]
B
Yeah.
- [43:42]
A
Wow. I turn into a pumpkin too. But I think you have to. If you're waking up early, there's no
- [43:46]
B
other way I can do it. And part of for me is like, I really like to be present for my team. Cool. And just present in general. And like one of my other goals this year is we always wait in life. Like I'm gonna wait to do this this weekend. I'm gonna wait for an occasion. And I told my husband, this year we're gonna create the moments every day. We're not gonna wait any longer. The moments are now. The moments are every day. If we wanna, you know, go out with a friend, we don't have to wait for the weekend. We could do it during the week. We're just like, we'll have work, life, balance.
- [44:14]
A
We'll figure out what's eating at 4:45. That's it.
- [44:16]
B
Yeah, exactly. Everyone's eating at 2. No. But you know, I just think like, life is really, really beautiful. Despite, you know, the ups, the downs and part of the challenges within work. I have to remind myself that I prayed to have the days that I have. Yeah. And so I'm incredibly grateful. Like the hardships are part of the story. They're part of the chapter. And the times where we're growing hasn't been because we're successful. It's because we overcame success, a hardship. We overcame something. We failed. And so I want to fall and Fail more than I succeed, because that's when we're really growing.
- [44:52]
A
I totally, in building an agency, I felt the same. Like, you learn from the tough clients.
- [44:57]
B
Yeah.
- [44:57]
A
You don't learn from the good clients.
- [44:59]
B
Yeah.
- [44:59]
A
You don't make changes by, like, the easy people that don't ask for edits and questions. Like, you learn from the problems you do. And what's so cool, too, about what you said is you see experience as both internal and external. I wasn't expecting that.
- [45:13]
B
Yeah.
- [45:14]
A
I wasn't expecting you being in charge of experience to be. Predominantly throughout this episode, you've talked about how to make your. Your company better for your employees than thinking about experience as a way to sell more product.
- [45:26]
B
Yeah. I think people underestimate the importance of culture and culture. You know, it starts and ends with your team. Your team is the most important asset that you can have in your organization. And then, of course, culture and community. And that the foundation of both of those is people. And then when you think about people, it's the experience that they have that delivers and drives that emotional connection, whether it's to your brand or whether it's to your company or whether it's dedicated to your leadership. Like, I hope the why behind why my team shows up every day at work is who I am to them.
- [46:01]
A
When are you writing your book?
- [46:02]
B
I'm working on that, too. I'm working on that. I don't think it's going to be this year because we have the cookbook ahead of us, but I really love to share my story because I think women and people, everyone has got such an inspiring story to tell. If you can just figure out your why, if you can figure out how you can keep yourself inspired every day despite life's hardships, and just learn to embrace whatever it is you're going through because it's meant for you.
- [46:28]
A
Yeah. You're really special.
- [46:30]
B
Oh, thank you. That's so sweet of you.
- [46:31]
A
Oh, you really are. You really need to have a book.
- [46:33]
B
Thank you. I can't thank you enough for, you know, your platform and giving founders like myself an opportunity to come and share our story in such an authentic way. And that stems from who you are. I'm excited that you're moving out here. I hope we get to hang out more.
- [46:47]
A
Let's be real friends.
- [46:48]
B
Yes. I would love to be real friends. I would love to host you in San Diego.
- [46:52]
A
I'd love to come. Yeah, I would really like that. I actually also can't wait to tell people how incredible the founder like that. I Think that's the best part of my job is there's one thing to, like, fangirl over the execution of branding in real life, but the success leaves clues, is that the good brands have truly good people behind that. You can't fake that. You can't fake that before we get to that. Because you were so deep and so reflective. I know this is. This is kind of a bit left field, but what are some of those, like, lessons you learned for, like, founders listening to this? Like, big things that you learned from moments, like, you're so reflective.
- [47:31]
B
I am. I actually don't watch tv. I spend a lot of time myself.
- [47:34]
A
Yes.
- [47:35]
B
But we're besties.
- [47:36]
A
We're besties.
- [47:37]
B
I. I love to listen to music. And I think reflection is really important because so some of the things that we've learned. I think what we've learned is that success is not linear and failure is a big part of the story. And any brands that are looking for, like, the quick success, the brand's not gonna stick. It's not. Because you gotta be prepared to fail. I think the other big lesson is knowing your why. And the most important thing, irrespective of what your brand is, what your byproduct is, it's who are you as a human being and how do you show up and how do people feel around you? And like you said, you can't fake that. No, you cannot fake that. And I think being authentic to who you are and why you're doing what you're doing is really mission critical. And listen to your intuition and energy is real. When you don't feel good about something either leave the room. Not the right people. Don't make that decision. But believe in yourself, and it's okay if you fail. And then the other thing, just, you know, hire people that you. You want to. You want to work with, that you believe in. Yeah. And provide them with the skills and resources they need and then get out of their way and let them do what you've hired them for. Like, I. I want my team to be better than I've ever been when they're at 45 or when they're in my seat. And I believe that they 100% will be and can be.
- [49:14]
A
I. I believe in abundance, too. Yeah. I think that's a big thing that holds people back, is they want people to do what they want to do. But with a scarcity mindset, unless you're prepared to really invest in people, you can't get what you want out of them. If you're looking like. Do you hear what I'm saying?
- [49:31]
B
You know, I do all the last round interviews.
- [49:34]
A
Are you a gut person?
- [49:35]
B
Oh, total gut person, yeah. That's why I keep my gut so cleansed. But I do the last round colostrum. Yes. And let's get some glutathione and some CMOs. But like, for me, I do all the last round interviews because I'm so passionate about who's coming into our company, who's coming into our culture, and I want to protect it because we have some great people. So, yes, I think that that's super critical. And then I think gratitude. I know we use that word so loosely, but it is really important to just be thankful in the world that we're in, where there's so much going on around the world. We're so grateful for a being here in America, being an American and then just being able to like, get up every day and work. It's like such a privilege.
- [50:23]
A
Totally.
- [50:23]
B
You know, Billie Jean King, who's a dear friend of mine, you know, she says pressure is privilege and it's the truth. Like, pressure is privilege. And it's up to you in those moments of reflection, it's up to you in those moments when you're down, when you've fallen to really reflect and say, like, but I'm blessed. Like, like, this is an incredible problem to have. Like, one of our problems as we were scaling was, you know, how do you scale while you're self funded? Well, it was a good problem to have, though. Yeah.
- [50:52]
A
So, I mean, you spent your money wiser.
- [50:54]
B
Yeah.
- [50:55]
A
Like more intelligently.
- [50:56]
B
Yeah.
- [50:56]
A
And you could see it. Like everything that went out was so intentional. The message was so dialed in. Like the, the visual, the branding, it. To me, it was a no brainer. It was a no brainer. And the first time that I ordered, I ordered like, like this, like a stupid amount from, like a, from a perspective, like trying something that's like novel and new because it made so much sense. You broke through that trust barrier and that's why not only was it so exciting to be able to speak with you, but it was so exciting that, you know, when you spend your own money and you feel so good about it, like you don't feel invested. Yes.
- [51:32]
B
And.
- [51:33]
A
But you also feel like it was money well spent.
- [51:35]
B
Yeah.
- [51:36]
A
Like, I feel like I got value out of what I've. The personal equity that I put into the brand, not legitimate equity, but the, the investment I put into the brand. And how many people I've told about It. Because it's, It's. It was always clear that it was authentic, but now it's reinforced.
- [51:52]
B
Yeah.
- [51:52]
A
That it's authentic.
- [51:53]
B
And I think the neat thing about what you just said is it's an investment that you're making in yourself a hundred percent, which is the greatest investment you can make.
- [52:00]
A
Totally.
- [52:01]
B
And it's like, I think we talk about gratitude, self love. Self love is the most expensive thing you can give yourself.
- [52:09]
A
That's what the Symbiotica brand is to me. Because when I give myself the packet, it's. It's. It's a moment of self love.
- [52:15]
B
Yeah.
- [52:16]
A
It's a treat that doesn't feel. It's not a cookie, you know, like, it's. It's something that. That checks several boxes of, like, intelligent choice, but it's a moment of. Of self love.
- [52:26]
B
Yeah. We always say when you rip and sip, that's your moment. Like your self love, your moment of gratitude, your moment of reflection.
- [52:33]
A
The question I always ask to founders that come on the podcast is, and it's a doozy. What is a brand to you?
- [52:40]
B
What is a brand to me? Well, first I would say it's how it makes me feel.
- [52:44]
A
Yeah. Yeah.
- [52:46]
B
What is a brand to me? It's, it's, it's whatever the. The end product is. How does it make me feel? Because how I feel, that's my superpower. And so I think it's about authenticity. It's about transparency, it's about education, and it's. It's about, at the end of the day, like, how are you pouring into me? Because I have to show up for everyone around me, and I need to know that whatever brands, whether it's what I'm putting on my body or whether it's something I'm consuming, it's like, how do you make me feel? The feel part's very important for me.
- [53:22]
A
And you've built a tribal brand. I have a heritage brand out of Paris that saw the story I posted. They're like ant Symbiotica. They're like, we're loving this wellness travel. And it's when you evoke emotion across the world, that's when you know you've tapped into a feeling.
- [53:37]
B
Yeah, we. And thanks for saying that. I do feel that way. I do feel like. And then there's also this, like, emotional connection that you have when you give this to someone and they tell you, wow, I love the way that tastes, or I love the way that made
- [53:51]
A
me feel, but also the idea that you're actually giving them Something good that you're giving them something of value. And like how do you create something of value that is, that is, you know, effectively a pouch with a vitamins. Like that's when you know you've tapped into brand. Like it's bigger than a vitamin. It's a. The way that you make people feel.
- [54:10]
B
Yeah. Yeah. And we always say like the brand today is. It's, it's bigger than us.
- [54:14]
A
It totally is.
- [54:15]
B
It's, it's.
- [54:17]
A
But you're a big part of it.
- [54:18]
B
Thank you. I mean, I, I'm. I'm proud to be alongside my team to be doing this, what we do every single day. But really it's, it's a mindset. And the mindset of the world is changing today. When you think of health, wellness, how it's being accessed, your own intentional decisions that you make daily. Intentionality and then self love.
- [54:42]
A
Cool. Do you read it all?
- [54:44]
B
I do.
- [54:44]
A
What's that book that's changed your life?
- [54:46]
B
Oh, so many. I love. It's tough to ask questions when you read question right now. The power of your subconscious mind.
- [54:53]
A
Okay, that's one I haven't read.
- [54:55]
B
Okay. So amazing. The power of your subconscious mind has been one of my favorite books because it teaches you how powerful your mind is. Manifestation is real, and how you speak to yourself is the outcome of what you get. And so be very. I always tell my children, so I drop my two girls off at school and I say, baby girl, baby girl before you get out of the car. And then they roll their eyes and they go, mom, you're so cringe. You've been saying this to us all year long. And I'm like, what's the most expensive thing you own? And then they look at me and they go, I know, mom. My thoughts. Your thoughts are the most expensive thing you own.
- [55:31]
A
Yeah.
- [55:32]
B
And if you can learn how to water that you could learn how to pour into that. I really do think where you see yourself grow is within. And it starts with your thoughts.
- [55:42]
A
A hundred percent. My mindset is literally everything.
- [55:45]
B
Yeah. Yeah.
- [55:46]
A
You were a gift.
- [55:47]
B
Oh, you're sweet. You're the gift.
- [55:49]
A
I am so. I'm so excited to be able to read your book and follow your story.
- [55:53]
B
Thank you. Thank you so much again, thank you for the gift of your time. Thanks for having a glass of champagne with me.
- [55:57]
A
I finished mine.
- [55:58]
B
Oh, don't worry. I will definitely be finishing mine.
- [56:02]
A
All right, well, where can people find
- [56:04]
B
you so they could find me? At duranalmi and@somatica.com.
- [56:09]
A
yay.
- [56:10]
B
Right, there we go. I love it. Thank you. Okay, so what do we have here? So my favorite, favorite product, Vitamin C. I love vitamin C. Skin health immunity, gut health colostrum, another one of my favorite. Reminds me of like a healthy cake batter.
- [56:27]
A
It's so good.
- [56:28]
B
Takes me back to my childhood. Our flavor profiles are also pretty incredible. You know, you a little sweet tooth, you need a little snack midday. This is where you can lean into our glutathione. Again, like, talk about my three dailies. My glutathione I love because it detoxifies your liver. And the more detoxified your liver is, the more you know. My doctor Shilpa described your gut as one of the most beautiful things I'd ever heard. She said your gut is like the soil to your garden and in order for anything to grow, the soil has to be healthy. Yeah. So glutathione is great product for that. Yeah. So is the Irish sea moss magnesium, another great product. Also helps you just function, brain health. I also love it. Helps me sleep, just keeps me calm, cool and collected. We don't have our vitamin D, but we got to get you some vitamin D and our B12. Again, both really great for energy.
- [57:22]
A
Did you change it into this format
- [57:24]
B
or is it still the. Okay, cool. So for us now, like all of our form factor has to be liposomal delivery in a packet.
- [57:30]
A
Cool.
- [57:31]
B
And the flavor profile has to be delicious.
- [57:33]
A
Cool.
- [57:34]
B
Because I have a, I would say I have a palate of a five year old.
- [57:36]
A
Really?
- [57:37]
B
Yeah.
- [57:37]
A
Chicken nugget girl.
- [57:38]
B
Total chicken nugget girl. I mean, I consumed a lot of chicken nuggets too, if you can't tell. But I, Yeah, I mean, as a child I ate a bunch. I just like, you know, is it. Yeah. I didn't grow up like fancy schmancy and I, you know, I had a lot of, you know, in and out, not in and out, but McDonald's growing up. I mean, I was a normal kid.
- [57:56]
A
In. And that's pretty good though.
- [57:57]
B
In and out's good too. I still love in n out, but. Yeah, so I forgot where we were talking about.
- [58:03]
A
Do you eat ketchup with fries?
- [58:05]
B
Oh, I do eat ketchup with fries. I actually like mustard sometimes with it too.
- [58:08]
A
Wow, that's wild.
- [58:09]
B
That is wild. Yeah, I like cheese on top of my fries too.
- [58:13]
A
Oh, wow, really? Cheese? That's exotic.
- [58:14]
B
Yeah. But anyhow, so a lot of great products that you have on the table here that are daily usage products that you can take again, immunity, gut health, skin health so if I would say, if you were to start with anything, this is like a good starter.
- [58:31]
A
Starter pack. And you can do your vitamin C with champagne. The options are endless.
- [58:35]
B
You can. You can mix it with your champagne, you can mix it with the foods you're putting in. You can create a dressing with it. You can also make a mocktail if you don't.
- [58:42]
A
Dressings. Oh, my goodness. It's unbelievable.
- [58:44]
B
Yeah. There's so much you can do because it's in the liquid form.
- [58:47]
A
Next time we do this, we should do a live so we can, like, be making a salad.
- [58:50]
B
Yes. Well, when we launch the cookbook, we should do another episode.
- [58:53]
A
Perfect.
- [58:54]
B
Where we make one of the recipes here.
- [58:56]
A
Cook in the kitchen. I would love that. Love it.
- [58:58]
B
Thank you again. Thanks to the entire team for being here today.
- [59:00]
A
That's a.