Editorial

It’s 2026, and hopefully global warming is no longer a debate. We’ve seen the impact and understand the need for sustainability. But why isn’t it more prevalent? It still hasn’t really made an impact on American culture. Or has it? In the early 2000s, sustainability began as a movement with ‘save the planet’ graphics and education around ‘reduce, reuse, and recycle’. In the early 2010s, it transitioned to personal health as ‘organic’ and ‘non-toxic’ products began to gain recognition. Both involve better care for the planet, but as we exist in the 2020s, a new lifestyle has taken sustainability center stage. Sustainable Lifestyle: You’ve seen the aesthetic and rise in popularity: be it slow-living content, gardening, or mastering perfect nervous system regulation. It’s another evolution in messaging that could just be the abundance sustainability needs to push forward. Sustainability brings up a range of emotions, most often fear, but the next generation is capturing joy. This is changing the narrative from scarcity to an opportunity for wellness and intention. As Gntl founder Sydney Dake explains in her Q&A, through overconsumption she learned there can be so much luxury in less. Positive Feedback Loops: In the Atmos article, “A Scientific Case for Climate Optimism with Tom Crowther,” the ecologist discusses positive feedback loops, the concept of his new book. He shows that small positive changes compound over time and work alongside nature to help restore the planet and economy. For example, take the potential evolution of the food industry: often overprocessed or grown with pesticides. This has impacted our health, and modern farmers struggle with plant yields and chemical exposure. Now, regenerative agriculture is working to expand, with the capacity to heal our planet, health, and support farmers’ livelihoods. This shared joy is spreading climate optimism, and at a critical tipping point. Crowther says in the article, “I was thinking about the next generation who are panicking about climate change, because I truly believe they have the potential to transform everything just by the way they look at the world.” Climate Optimism: The abundance you gain from sustainable practices isn’t a coincidence. It isn’t a consumer trend; it’s an emotion captured by climate optimism. Julia Collins, for example, is bringing sustainable homes to life with immersive events at PlanetHAUS. She’s connecting the dots between us and a sustainable future. Spreading climate optimism is an important way to support a more circular economy, especially as sustainability continues to impact culture. We’re slowly learning that overconsumption doesn’t compare to a sustainable kind of joy and intention. Thank you so much for reading, and comment below with your thoughts! I’d love to connect and also join the community on IG.

It’s the Nordstrom Anniversary Sale, and I honestly haven’t shopped one in a while. I got my order in this year, and can vouch that it wasn’t too overwhelming an online experience. They have a lot of inventory, so it definitely helps to go in with an idea of what you want or the quality brands you’d like to shop. Also, I’d recommend you make an account so it’s easier to save and favorite items! I browsed all the clean & sustainable brands in skincare, haircare, and home, and thought it could be helpful to highlight them: Value Deals! Nordstrom has incredible offers on product bundles, which are perfect for stocking up on favorites. I wouldn’t necessarily try new products with value deals, but for tried-and-true products, it’s worth the splurge to save long-term. Kate McLeod, for example, is incredible. The body stone formula is perfection, and it’s a zero-waste solution! True Botanicals is MADE SAFE, and the antioxidant serum and overnight lip treatment are bestsellers. OSEA is already becoming a heritage brand, and the body butter is offered in a bundle. I also love the hyaluronic body serum for the summer. Nécessaire does incredible work in clean beauty, and the mint lip balm is always in rotation. The scent in this body wash is also so good. More Bodycare & Haircare! This shampoo & conditioner can be expensive, but ROZ offers refills that help make it more affordable. If you’ve been wanting to try them, it’s a great time to buy the aluminum bottles. This is an incredible fragrance-free lotion by Nécessaire. The bodycare trio by OSEA! Would be a great gift as well. Bedding Options! Coyuchi makes investment-worthy bedding made with organic natural fibers. They have a handful of sateen options discounted, which is ideal for hot sleepers. I still gravitate toward white (or off-white) bedding, but they have a few color options as well. A classic duvet & sham set option. A great option for organic white sheets. Since it’s not possible to change your pillowcase enough! Boll & Branch is another great option that’s usually more expensive. They were the first Fair Trade Certified bedding brand and have a fully traceable supply chain. This is not at Nordstrom, but it’s the insert I own and love. If you love a white duvet & sham set too (despite the extra care). A pink duvet & sham set or a purple paisley option. Another option for white sheets or a pink paisley set. Kitchen Deals! I love Our Place for non-toxic kitchenware, and Nordstrom still has a few of their items available in the Anniversary Sale. This is such a great price for a beautiful non-toxic cookware set. I use this non-toxic toaster oven & air fryer hybrid almost daily! Thanks so much for reading, and I wish you the best shopping deals at Nordstrom! The Anniversary Sale continues through August 9th, so plenty of time to peruse without feeling rushed. Don't forget to subscribe to the newsletter below!

Gntl has built a loyal following with two multifunctional products designed to replace an overwhelming routine. Sydney Dake founded the brand wanting to support a foundational skincare routine after finding success with fewer products. I reached out to ask a few questions about how they formulate across skin needs and the philosophy that inspired the brand. I learned a lot from her insights, and am excited to share her thoughtfulness with you! The way she presents simplicity as a luxury is an inspiration: understanding that abundance can be found in less and how that impacts her commitment to sustainability. Early Experience You’ve talked about beginning your career at Elf Cosmetics and later becoming Chief Brand Officer at the brand incubator Gloss Ventures. What did this experience teach you, and how has it shaped your perspective as a founder? I will forever be grateful to e.l.f. for giving me my start in the beauty industry. I met lifelong friends and mentors there, and I can't say enough about the leadership. It’s always been a unique company where great ideas can come from anywhere. Despite its large scale, the culture still expects everyone, at all levels, to understand higher-level strategy, company goals, and do ‘real work’.Working at a publicly traded beauty company that launches at an incredible pace gave me a strong foundation. I learned how to move quickly without sacrificing quality, how to make decisions with imperfect information, and how much can be accomplished by a small, highly capable team.I left e.l.f. to start Gntl, but continued consulting to get the business off the ground. I had the opportunity to work with several consumer incubators, including serving as Chief Brand Officer at Gloss Ventures. This meant building brands from zero, which was an entirely different discipline than launching products within an established company. You're not just creating products; you're defining positioning, building systems, establishing trust, and making hundreds of decisions that eventually become a brand's identity.Looking back, those experiences complemented each other perfectly. e.l.f. taught me how exceptional brands operate at scale, and the incubator world taught me how they're built in the first place. Multifunctional Products Gntl has a considered range of two multifunctional products that cover both facial and bodycare needs, or ‘skin needs’. How is the process of creating a multifunctional product different from that of a traditional product with specific use in mind? Multifunctional products have earned a certain reputation, and in most cases, it's deserved. People hear "multi-use" and think of a 6-in-1 body wash or a conditioning shampoo. As someone who was once a skincare maximalist, I completely understood that skepticism.The distinction is that Gntl isn't bodycare you can use on your face; it’s facial skincare you can use everywhere else. Most people aren't following elaborate skincare routines, despite what the industry might tell us, and even fewer extend that level of care to the rest of the body. They’re treated as entirely separate categories, with different products for every surface. From my perspective, that division has always been more commercial than biological.When we develop a formula, we begin with the face, which immediately raises the technical standard. A cleanser has to be effective at removing body sunscreen while gentle enough to remove eye makeup without irritation. A moisturizer has to feel elegant on the face while being satisfying to apply from the neck down. Those are surprisingly difficult formulation challenges, because bodycare has historically relied on fragrance and harsh sensory cues to communicate efficacy. My personal experience helped shape this philosophy. I struggled with eczema and acne since I was a tween, and tried everything from drugstore products to prescriptions and luxury skincare. Ironically, my skin was at its worst when my routine was overcomplicated. I had so many products in my skincare routine as a product developer, and the constant trial & error wasn’t supportive of healthy skin. Everything changed when I simplified. I started using my facial cleanser and moisturizer all over my body, which reduced the number of competing actives, and built a routine around consistency. My skin became calmer, more resilient, and far easier to understand. When I added something new, I could evaluate it in isolation, rather than guessing what was or wasn’t working.That was the beginning of Gntl. I realized the opportunity wasn't another product; it had to be a different philosophy. If we can associate satisfaction with finishing a product instead of opening a new one, that's better for our skin, our countertops, and the environment. Sustainability Sustainability is also important to the brand, with better packaging, refillable options, and plastic recovery through rePurpose Global. How do you recommend a beauty founder find value alignment within the supply chain? Sustainability has always been one of the more challenging parts of building a new brand. In the early days, every decision competes with cash flow and profitability, so it's easy for sustainability to become something you plan to address later. For me, it couldn't be an afterthought — if Gntl was going to reflect my values, those decisions had to be built into the business from the beginning.One lesson I've learned is to design systems that encourage the behavior you hope to see. Our Skin Wash refill pouch is intentionally priced to make refilling the obvious choice, even though it's actually our lowest-margin product. The formula itself is expensive to produce: we use exceptionally gentle, baby-safe surfactants, aloe, glycerin, and a custom fragrance developed for sensitive skin. Refill pouches are also expensive to ship, but I knew that if we wanted customers to adopt a refill habit, we had to make that decision easy. Material selection is another great opportunity for sustainability, with both Skin Wash and Skin Emulsion being packaged in aluminum. I love that it's highly protective, infinitely recyclable, and develops a beautiful patina over time. It's almost like a small sculpture — with every use, your hands leave their mark, and the packaging takes on personality. That said, our sustainability philosophy extends beyond packaging. We recently signed The Climate Pledge, committing to net-zero carbon emissions by 2040, though we aim to reach that milestone much sooner. We also fund plastic recovery through our partnership with rePurpose Global, and I recently brought on Danielle Azoulay, an incredible leader in the ESG space, as our Chief Sustainability Officer. I firmly believe that sustainability deserves the same level of expertise as formulation or finance, particularly as new regulations like Extended Producer Responsibility (EPR) reshape the beauty industry. If you're building a consumer brand today, I highly recommend getting ahead of those requirements rather than reacting to them later. My advice to other founders is to stay close to innovation by attending trade shows and building relationships with suppliers. Small brands are in the best position to experiment, as suppliers operate on a smaller scale, making new materials feasible. As is so often the case, what starts as a limitation can become an advantage. Intentional Living ‘All You Need is Less’ is more than a marketing slogan; it’s an invitation into a more minimalist way of being. I really love the description of wanting less and living more. When did you begin to understand this, and how do you incorporate it into your daily life? The philosophy behind Gntl grew out of my own experience with overconsumption. For most of my life, I bought clothes, shoes, and beauty products because I was searching for a feeling. My bathroom was filled with half-used bottles, and my closet was full of clothes with tags still attached. Eventually I realized I wasn’t looking for more products; I was looking for the person I was trying to become. I had wanted clarity. To me, that’s true luxury: less noise, less mental load, and fewer microdecisions competing for your attention every day. It’s why Steve Jobs had a uniform: you can reduce decision fatigue to conserve mental energy for the things that really matter. I don’t want to take the joy out of skincare; I want people to create a steady foundation so that everything else becomes more intentional. I always cleanse with Skin Wash and moisturize with Skin Emulsion. Beyond that, my routine changes depending on what my skin needs. If I’m feeling dry, I’ll add a milky toner. If I’m breaking out, I’ll use a spot treatment. Recently I transitioned from adapalene to prescription retinol, which my skin hadn’t tolerated before because my routine had finally become steady enough to support it.For me, “All you need is less” extends beyond skincare. My closet is smaller, my kitchen is more organized, my countertops are clear. When you’re more intentional about what you allow into your life, it becomes much easier to recognize what’s actually serving you. Community How have you best attracted the right audience in a crowded industry, and how can our community continue to support you? I'm proud that almost all of our growth has been organic. I’ve been saying this a lot lately: your expertise becomes your operating system. My background is product development and brand building, so that's where we've invested the majority of our resources. We focused on creating exceptional formulas and a brand with a clear point of view, rather than relying on paid acquisition.That approach has led to strong partnerships, particularly with Credo Beauty, where most of our discovery happens today. Retail can be a hard nut to crack, but both Skin Wash and Skin Emulsion are bestsellers, without any paid promotion. DTC, our repurchase rate is extremely high, which gives me a lot of confidence and makes me happy. Once people experience the products, they stay with us.The most meaningful way this community can support us is simply by trying Gntl and telling a friend about us. Word of mouth is always the most valuable way to grow. We don't take that trust lightly, and we're incredibly grateful to the people who have believed in us from the beginning. Shop Gntl Thanks so much for reading, and comment below with any thoughts about this conversation! I’d love to discuss, and of course, follow Gntl on IG. I’d recommend the Skin Wash, which I use as a face and body wash, but also as shaving cream, which is a game changer for soft legs. It’s refillable and formulated with a unisex fragrance that’s safe for sensitive skin. Don’t forget to subscribe and share with a friend for our ongoing ShopMy challenge!

It’s finally feeling like summer, and with the Summer Solstice on Sunday, the heat wave is here to stay! It always throws me off that community pools open in May, but on the East Coast, late June through August are the hottest months of the year. It’s also time to unpack the best of seasonal products, with our recommendations always clean and sustainable. In higher temperatures, SPF and reapplication remain important, but outdoor activities also imply additional skin protection and hydration. Whether you’re hosting friends, harvesting in the garden, or finding the nearest body of water, there is always a need for planning ahead, and these are the products we plan to have nearby: 1.) Cooling Mist | These not only help fight hyperpigmentation but also provide additional skincare benefits throughout the day. I love the antioxidants in this face mist, or the cocokind face mist is a great replacement for hypochlorous acid. 2.) Mineral Sunscreen | SPF is always important, but it can be difficult to find a clinical sunscreen that doesn’t leave a white cast. SONNI has been my favorite with this face sunscreen and body sunscreen melting into the skin. 3.) Insect Repellent | Nobody likes the chemical smell of bug spray or the sticky residue left on skin. This all-natural bug repellent uses a plant-powered blend with citronella to both hydrate and repel bugs simultaneously. 4.) caliray | This entire brand is built for the beach, but the waterproof mascara remains a clear bestseller. The SPF lip gloss is also a great addition to any beach bag. 5.) Active Sunscreen | It’s important to use an active sunscreen for water-resistant performance as needed. I’ll switch to this mineral serum sunscreen on outdoor days for better hold in between reapplications. 6.) Tinted Moisturizer | It’s difficult to use enough of a tinted sunscreen for adequate protection, but I love to layer this tinted moisturizer with SPF on afterward for a flawless finish. The pigment also helps protect against damage from visible light. 7.) Volcanic Roller | This innovative volcanic roller is a new discovery that is more elevated and effective than oil-absorbing sheets. It’s all natural and reusable. 8.) Body Serums | These are great on hot days, being lightweight with fast absorption. I love this body serum for an instant boost of hydration or this body treatment (use SHOPSTEIBEL15 for 15% off) to support collagen production. 9.) Aloe Relief Balm | I adore this balm alternative to after-sun gels for easy travel and a mess-free application. It feels cooling on the skin without any sticky residue. 10.) Gel Moisturizer | These are typically best for oily skin types, but I’ll switch in the summer with combination skin. I love this for a satin finish, or this electrolyte formula helps balance natural hydration levels. 11.) Recovery Sheet Masks | Electrolytes are also included in these sheet masks for a hydration boost after time in the sun or travel. I love to use them as a quick 20-minute facial treatment to restore dry, tight skin. Thanks so much for reading, and I hope you enjoy upcoming days in the sun! Comment below if you’ve tried any of these brands & let us know your summer essentials. You can always shop product, people, and planet-led brands on ShopMy and also join the community on IG!

CMPRESSD Beauty is changing consumer behavior with elevated shampoo and conditioner bars that are performance-driven from design to formulation. Ramya Viswanathan launched the brand after leading product development as a cosmetic chemist at popular brands, including JVN Hair and Biossance. She initially formulated the concentrated shampoo and conditioner bars for international travel, giving extra samples to friends and the local community. She began to see how these waterless bars were changing the way people thought about sustainable products as a whole, prompting her move from chemist to brand founder to bring the formula to market. On Performance Design She knew, first and foremost, that she didn’t want customers choosing sustainably to have to compromise. She had developed a shampoo and conditioner bar with a formula competitive to bottled products and was intentional about creating a luxury experience to match the product's quality. “I had to go through a whole bunch of designers before I found the one designer who completely understood. We liked the same kinds of brands, premium fashion brands and those little fashion houses, and everything,” she explains. The small product development details took the most time, she shares, such as giving the bars an edge to stand and drain properly. “I felt that sustainability is cool, but you want the product to be enjoyable rather than something you get used to — I didn’t want that responsibility to be left on the customer.” On Performance Ingredients Ramya led with clinical data to show the hero ingredient, cationic hyaluronic acid (called hyaluronic acid+), conditions and softens hair to reduce breakage. “It’s ionic bonding, which pairs really well with a concentrated product. You can actually feel the difference since it has better adhesion to hair,” she shares. She has a less-is-more ingredient approach to clean beauty, noting, “There are only a few ingredients that do heavy lifting, called functional ingredients.” They keep education interesting and approachable, expanding on the science behind haircare and the anatomy of product ingredients on their blog. “We have new photography coming in, which I’m super excited about because it’s capturing science and ingredients on film in a prettier way,” she says. “I feel like that can make a really unique experience and make the ingredients a little more tangible.” As featured in Kara McGrath’s Allure Magazine article questioning why shampoo bars haven’t become popular, Ramya clarifies that “it’s still an education issue.” The concentrated products can deliver competitive performance, are more cost-effective, and are a plastic-free solution. On Sustainability Ramya shares that she didn’t want to “make any disclaimers,” having worked in manufacturing and seen firsthand the impact of waste in the beauty industry. “I feel like nobody properly tackled the root cause of sustainability. I don’t need to bottle shampoo bars, which eliminates waste at the source,” she explains. They keep all their manufacturing and ingredient suppliers in the US, reducing their carbon footprint and allowing for a traceable supply chain. “It’s about looking at sustainability holistically, so I examine every phase of the supply chain to ensure that there is responsibility there,” she says. "I’d say being a sustainable company isn’t hard because I’m starting it from scratch. The biggest challenge has actually been building awareness around the brand." Brand awareness has grown slowly, but intentionally, through word of mouth and grassroots marketing. As a bootstrapped company, Ramya calls it a “slow build,” with a focus on content for better product understanding. They’re currently growing their community to gain more website reviews, offering the Stéibel community a free sample bar at checkout with code SAMPLE5 through June 25. I also love their quality detangling brush that minimizes static in dry hair. Shop! Thanks so much for reading, and I hope you all enjoyed! Don’t forget to share the newsletter below and comment to let me know what you want to see next. You can always shop product, people, and planet-led brands on ShopMy and also join the community on IG!

Pamela Anderson has taught us a lot — from gardening, cooking, and beauty to slowing down and living authentically. She’s known as a gentle activist, became an honorary director at PETA in the 90s, and has equated kindness with beauty since the beginning. She has since launched the Pamela Anderson Foundation and has continued to support human rights and sustainability behind the scenes. She was introduced to Sonsie by her son’s girlfriend, after going viral for attending Paris Fashion Week barefaced, and acquired a majority share. Marie von Behrens-Felipe initially launched the business as a model and influencer with four essential products for stressed skin. She was inspired by the Scottish word, sonsy, meaning to have a healthy inner & outer appearance, and created a brand that celebrates going back to the basics. Intrigued by this philosophy, Pamela fell in love with the products and already embodied the ethos so well. She believed in their vegan, cruelty-free formulas and wanted simple, calming ingredients herself to support healthy skin. The question became whether Pamela Anderson could scale this business in alignment with its brand ethos, which she responded to by hiring Kailey Bradt. Kailey becoming CEO was a clear indication that the brand’s values remained the guiding force. She has experience as a brand founder, leading sustainable innovation, and has dedicated her entire career to cleaning up the beauty industry. They’ve begun incorporating Shellworks viviomer, a home-compostable, into the primary packaging of products. It’s a plant-based material that can hold water, similar to plastic. The early adoption will reduce costs at scale for the entire beauty industry, as they focus on implementing sustainability across the supply chain. Kailey’s experience in product development also promises effective actives, as the brand has always led with simple, clean formulas. The Adapt Cream supports the skin’s natural collagen production, improving firmness over time, though the entire product collection is perfect for supporting the moisture barrier in dry skin types. They ensure all products are dermatologist-tested for sensitive skin and prioritize hydration, including in the foaming cleanser with aloe vera and available in a 3x refill. The softening lip balm is another favorite, reformulated from Behrens-Felipe’s original collection. It supports hyaluronic acid to increase moisture retention, working as skincare for your lips. Use code SHOPSTEIBEL15 for 15% off Sonsie also collaborated with Margot Lee’s NoPO to create a limited-edition Garden Within journal inspired by Pamela Anderson’s 7 Rules of the Garden. I love the alignment of these two brands alongside Pamela Anderson’s Open Journal interactive community. I adore the world of Sonsie and the garden girl for its gentle formulas, clean ingredients, and sustainable initiatives. I’m curious: What do you guys think of the brand? Which products have you tried, and how did you like them? I hope you all enjoy, and thank you so much for being here! Please share the newsletter below if you liked it, and comment to let me know what you want to see next. You can always shop product, people, and planet-led brands on ShopMy and also join the community on IG!

First, a quick disclaimer … this is not exactly a flex or a side-hustle success story. Most of the money I’ve made on resale has been the result of my own overconsumption, and in reality, this little venture has mostly run at a loss. That being said, I have learned a lot over the years about how resale platforms work, what actually sells, and how to best sell an item. I thought it could be useful to put all my best practices in one place to help speed up the process for anyone interested. I began selling on Poshmark in 2016 and joined Curtsy in 2020. I’ve probably sold on most resale platforms, but those two have driven the vast majority of my sales and have thus become my most consistently used. As a high school and college student with limited income, I used resale to keep money circulating within my wardrobe. I could sell items I already had and use those earnings to buy something new, so the habit largely sustained itself. Since graduating, I’ve slowed my consumption down a lot. I buy fewer things, understand my style better, and use rental platforms more often. I still use resale apps (at a much slower pace) when I’m ready to rotate an item. I like knowing the item is getting a second life, and of course, the extra income never hurts. One thing I’ve learned is that resale value begins well before an item ever gets listed. With that in mind, I thought it’d be helpful to walk through the process in the order it naturally happens: 1.) Quality Remains Queen We’ve all heard this before, but I’m going to keep saying it because it is so important: quality is everything! If an item is going to retain resale value, it needs to have a combination of craftsmanship and desirability. That is why I generally stay away from fast-fashion brands that are priced so low that most would rather buy new. I’ve had better luck with recognized brands like Aritzia and Free People, especially when the items still feel current and are in great condition. Prioritize natural fibers like cotton, linen, and wool, which typically wear better over time and make the garment easier to care for. 2.) Laundry Care Laundry is truly a lost art form, and learning how to better care for the items you own has done more for my wardrobe than buying ever could. I use this clean laundry detergent and swear by this stain remover, which is the only product I’ve tried that can tackle oil stains. Don’t forget to check the care tag, especially when shopping, if you want to avoid buying delicate items. UNWWORN is one of my favorite accounts to follow if you also want to romanticize laundry care. I’m eager to try their product once it launches in the US, but I’ll use this fabric spray when needed in the meantime. 3.) Batch Photos This is the most time-consuming part of resale, but batch-taking photos can definitely speed up the process. I usually do flat-lays on a white bedsheet or take photos from a hanger on the back of my door. Take photos of the front, back, size tag, and any flaws on the garment. 4.) Upload Since I usually shop online, I like to search my inbox for the order confirmation with the original model photo. Once you have the item name, you can also do a quick Google search if the image isn’t included. I upload the model image first, followed by the item images. I haven’t found that lengthy item descriptions are helpful, so I’ll use one of these variations to keep it simple: NWT, NWOT, worn once, no flaws, or gently used with a description of any flaws (see photos included). I recommend listing at about 30% below the original price, depending on the item. I’ll go in and drop the price by $5-$10 if the item still hasn’t sold. Curtsy and Poshmark have different algorithms, in which you don’t have as much control on Curtsy, but when they do begin to push your item, it’ll typically sell pretty quickly. Just take clear, well-lit photos and gradually lower the item's price until it sells. Poshmark uses a chronological algorithm, so you can continue to push your items to the top of the feed by updating your item. Click ‘Edit - Next - List’ about once a week to prevent your items from being buried by inventory. I will also lower the price over time, as explained above. 5.) Ship! Once your item sells, you’ll be emailed a prepaid shipping label to print at home or a QR Code to use at USPS. I’ll reuse an old box or envelope (usually from Amazon) and stick it in my mailbox if it’s an individual item, or head to USPS if I have multiple packages. If you listed an item on both Curtsy and Poshmark, don’t forget to delete repeats once an item sells to prevent duplicate orders! If you make over $400 in a year from a resale platform, you’ll likely receive a tax form in the mail, since it may appear as profit. Since I had most of my order confirmations from online shopping, I would actually make an Excel document showing that I spent more than I made (I told you this wasn’t a successful side business!) Just something to keep in mind if you begin accumulating sales. ThredUp and The RealReal are also great options if you don’t have time to take and upload photos yourself. I don’t usually shop designer, but authentication is important in resale, so it can be easier to let a third-party manage the sale. Finally, I’ve heard of individuals who thrift for great items and resell them more as a business to make profit. This isn’t my story, and it seems difficult given that resale can be time-consuming, and most platforms take a small percentage of the sale price. I’m not saying it’s impossible … after all, this was Sophia Amoruso’s incredible journey beginning Nasty Gal, but honestly, it wouldn’t be my side-hustle of choice (more power to you if you disagree!) I hope you all enjoy, and thank you so much for being here! Don’t forget to subscribe for more content on responsible business and intentional consumption.

Atmo Home has built a mission-led brand around a refined hero product: clean, refillable candles that feel as elevated as they are safe and sustainable. I had the opportunity to speak with founder Margaret Trainor, and the intentionality behind the brand and product development came as no surprise. Margaret lived in Germany for 10 years and was inspired by the culture of preservation. “There was an emphasis on caring for things that last over time, and that really inspired me in creating Atmo Home, with quality being a core pillar for us,” she explains. She studied abroad in college and moved back to Europe upon graduating to work in social change communications, later progressing to venture capital. “In general, Europe has really good social infrastructure and has just created sustainable systems that everybody adheres to as a community,” Margaret says. She collaborated with TU Berlin’s Chemical Invention Factory on product development to launch Atmo Home aligned with green chemistry frameworks. “We talk to our Chief Science Adviser about how we can actually make an idea happen. We get into the weeds on the chemistry to really understand how a product works, and then we look for opportunities to innovate and create a better product.” Bringing the business to the US in 2024, Margaret has had to debunk many myths around clean candles. “A clean candle really comes down to perfect combustion. Similar to a car engine, if the combustion isn’t perfect, you’re going to get exhaust in a car or smoke and soot in a candle,” she explains, “We optimize for the interaction between the fragrance, wax blend, and wick to be as perfect as it can possibly be.” They’re mindful of every ingredient, working with a certified toxicologist to develop safe, science-backed formulations that go beyond beeswax and essential oils. The stronger-fragranced candles include FDA-approved paraffin. “Paraffin has a bad reputation in the industry, but it’s a recycled byproduct,” Margaret notes. “It’s important that we remember that a lot of the things that we experience today, people had good intentions when they were making them,” Margaret says, explaining that plastic was developed as an alternative to ivory, which had impacted the elephant population. “We just know more now, and we can do better now.” “That’s why I’m so excited about the green chemistry frameworks. It brings together synthetic chemistry, which creates materials, and analytical chemistry, which measures impact. You bring these two together to start developing products that are environmentally benign by design.” “I do think that as a brand, I can build better so that people can enjoy without needing to worry about the impact on the broader world,” she shares. She sees the beauty in consumerism and has enjoyed building the business in America, where there is a “joyfulness and excitement” in experiencing novelty and sharing it with one another. Margaret continues to take “small, consistent steps over time” to improve sustainability within the business, conducting internal research on new materials and trials on new types of feedstocks. “I’m an impatient person, so this is hard for me, but we focus on incremental progress over time,” she says. Atmo Home will soon launch an updated website that allows customers to dive deeper into product science and sustainability, and aims to host more in-person events this year. “I really believe in pouring into the people who see something in you as a community,” she says, “and for us, our influencers are our community, so we’re going to treat them like they’re an influencer.” “I think when you lead with the impact that you want to have in the world, everything else will fall into place. You will find your people, and they’ll really respond to that authenticity.” Not overly rigid about routine, Margaret balances time at the gym and sauna with therapy and journaling, cooking at home, and going out with friends. “Most of my life is the preparation that I put into it,” she says, “I just try to give myself what I feel like I need.” Behind the scenes, the Atmo Home team continues to work hard, launching two new products this year: an introduction into air care and another to expand on their candle collection. They’re also working on a fragrance collaboration that is “pushing the boundaries” in product ideation. “It’s a marathon, not a sprint. You have to get really comfortable with the mentality that you will never be done,” Margaret shares. Shop Atmo Home when you’re ready for your next candle, and use Stéibel20 for 20% off your purchase! I love the lightness of the Atmosphäre fragrance for spring, and also highlighted the bestselling Santal fragrance in Worth the Shelf Space. You’ll be blown away by the quality! Shop

There is a certain kind of woman I admire who has let go of constant consumption, has found peace in their taste, and now spends more of their time living largely within it. They see through new and next marketing cycles and curate from a place of thoughtful restraint, bringing only items of genuine quality into their orbit. It feels like a type of acquired wisdom, gained through lived experience, that more does not equal better and that consumerism doesn’t feel good, driven by insecurity. Instead, trusted essentials can add a personal touch to day-to-day routines, quietly supporting the rhythm of a meaningful life. I’ve narrowed my own consumption scope in support of brand transparency, though product quality remains equally important, as falling short of promised value only results in more waste. It’s a level of discernment that can only be acquired in a way that certain things cannot be unknown. In all honesty, though, it’s time-consuming to find brands with strong values and reliable products that meet a high standard of performance. It’s likely why loyalty to tried-and-true products usually comes with age (read: time and experience). It’s thus been small habits that have furthered my skills as a conscious consumer, and coming from someone who’s experienced a fair share of buyer’s remorse, it has felt good to buy quality products from brands you’re excited to support. As I’ve become more intentional in developing discernment, I thought to share small, easy-to-implement habits to inspire your own journey as a conscious consumer: 1. Non-Toxic Coffee (and/or Tea). I had a Keurig for longer than I’d like to admit, but it was there that I began to understand the risk of microplastics on our health and planet. I’ve since switched to a pour-over coffee vessel, using a plastic-free electric kettle to pour hot water through the coffee grounds. I appreciate this morning habit to begin the day, and am excited to use Forgrave’s beautiful tea infuser to eliminate tea bags in the evening. 2. Refillable Products I love RŌZ’s shampoo & conditioner, and the refills greatly reduce my plastic waste. I also keep DedCool's laundry detergent and hand soap refill on a 60-day subscription, which easily automates the need. The refillable Atmo Home candles are ingenious (as mentioned in Worth the Shelf Space?), and I’ll top up in this or this fragrance as needed. 3. Clothing Rentals I’ve reduced my clothing purchases as I've gotten older, typically investing only in quality basics made of natural fibers. If you need a push in that direction, I loved this article from The Curated by Jessica Harris. I’ve also written about how to use Indyx (co-founded by Yidi & Devon Rule) to understand your taste and build a closet with better cost-per-wear. I use rental platforms (Rent the Runway, Nuuly, & Pickle) to help me pack for vacations, pausing membership in between if my wardrobe doesn’t need a boost. It’s been especially helpful for wedding outfits, and lets me mix up my style on special occasions without feeling wasteful. 4. Read Non-Fiction (NOT Self-Help) There is a time and place for a self-help book, but you’re more than likely doing great and being a little too hard on yourself. I’ve instead enjoyed learning about niche interests, which can provide greater context on history and different POVs. I’ve unsurprisingly gone down a rabbit hole on responsible business, but have pulled a few future reads from caitlyn’s recommendations as well. Not a knock on fiction. I’d argue you can learn just as much from a well-done fiction novel, but non-fiction requires a different kind of discipline … at least from me! 5. Question Marketing As a marketing major, I actually became aware of this in the classroom, learning about various strategies that appeal to human psychology. It can be a fun and creative challenge, but it’s also a job meant to drive demand despite good intentions. This article by Totally Recommend does a great job highlighting how quickly lines can get blurred trying to increase sales. I still enjoy a good marketing campaign, but challenge myself to see tactics more objectively and understand my why if I want to purchase. I used to jump for a limited-edition drop (with scarcity driving up value), but not-so-quickly learned that usually meant out of style soon. There will always be the next hot thing! Thanks so much for reading, and don’t forget to subscribe for more content on responsible business and intentional consumption. I’d love to know your tips & tricks, so drop them in the comment below.