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What if the “clean beauty” aisle is one of the most misleading places in the entire wellness world? In this episode, Corey and Christine sit down with Emilie Toups, founder of Toups & Co., to talk about what is actually hiding in makeup and skincare, why the word “fragrance” is a massive loophole, and how to simplify your routine without sacrificing healthy, glowing skin.

Emilie shares her origin story of making tallow skincare at home to help her daughter’s severe eczema, what she learned about healing from the inside out, and the 3 ingredients she believes every family should avoid. They also get into teen skincare trends, pregnancy-safe products, and why stress and perfectionism can be more toxic than the occasional less-than-perfect ingredient.

📚 Books Mentioned!

📍 Gut and Psychology Syndrome (GAPS) by Dr. Natasha Campbell-McBride (referenced as part of Emilie's healing journey)

✨ Topics Covered in This Episode:

✔️ The “fragrance” loophole and why it can hide thousands of chemicals

✔️ The top ingredients to avoid: fragrance, parabens, and phthalates

\✔️ Why “clean” and “natural” are not regulated terms

✔️ How to read an ingredient label without getting overwhelmed

✔️ EWG ratings: what’s helpful, what isn’t, and how to use it wisely

✔️ Organic ingredients in skincare: when it matters and why

✔️ Seed oils in skincare: the nuance between conventional and organic, cold-pressed

✔️ Pregnancy-safe skincare and essential oils, plus why dilution matters

✔️ A simple skincare routine that actually works for busy moms

✔️ Teen acne, hygiene habits, and how to approach makeup without fear

✔️ Why skin issues can be your body’s “last resort” signal that something needs attention

🧠 More About This Episode:

Emilie Toups is the founder of Toups & Co., one of the early non-toxic beauty brands in the US. She started by making tallow skincare in 2013 after her young daughter developed severe eczema, and that journey led her deep into food, gut healing, and ingredient education. In this conversation, Emilie breaks down the greenwashing in modern skincare, explains why ingredient lists are the only thing you can trust, and shares practical ways to clean up your family’s personal care products without spiraling into analysis paralysis. Corey and Christine also talk with Emilie about teens and TikTok skincare culture, what “pregnancy safe” really means, and why a calm, simple approach often wins long-term.

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💬 Comment below: What product category feels hardest to “clean up” in your home?

#CleanBeauty #NonToxicLiving #HormoneHealth #SkincareTruth #FragranceFree #ModernAncestralMamas #AncestralMotherhood #CrunchyMoms #naturalskincare

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🛍️ Find Emilie and Toups & Co.: Website | https://toupsandco.com/ Instagram | https://www.instagram.com/toupsandcoorganics/?hl=en

Non-Toxic Beauty 101: What to Avoid in Makeup and Skincare | Ep 102