Ep 486: Turning Your Passion Into Your Business with Sara and Ben Jensen



When Sara and Ben got married in their early twenties, the last thing they expected to struggle with was infertility.

For 14 years, their inability to conceive remained unexplained.

Then, during their quest to find answers, they discovered the pivotal role of hormonal health.

Join us today as we sit down with Sara and Ben to discuss what inspired them to create clean, safe, and trusted products supporting hormone health and the phenomenal story behind their brand, Hugh & Grace, named after their two miracle children — both of whom were borne by Sara and Ben’s wonderful sisters who volunteered to be surrogates!

In our conversation, we get into the disruptive impact that ingredients in everyday products can have on our hormones, the many conditions beyond infertility associated with exposure to these chemicals, and why they felt compelled to start this company and help others, despite the challenges.

Sara and Ben also share their insights on navigating entrepreneurship, identifying customer pain points, how they developed their products and much more.

If you’ve been trying to figure out how to turn your passion into a business, while also making logical, business-minded decisions, then this informative and inspirational conversation is a must-listen!


  • Meet today’s guests, Sara and Ben Jensen, founders of Hugh & Grace.
  • How they founded their company after struggling with infertility for over a decade.
  • Why hormonal health plays such a pivotal role in our health and fertility.
  • The disruptive effect that ingredients in everyday products can have on hormone health.
  • Why they felt compelled to start a company and give back to the community.
  • Advice to people who want to turn their passion into a business, but don’t know where to start.
  • Why you need to be willing to pivot your business based on the market and customer needs.
  • An overview of their product range and how they developed them.
  • The story of how they launched their business three years ago.
  • How the COVID-19 pandemic dramatically altered their approach to get to market.
  • The key role of getting live feedback, product research, and building community.
  • What they’ve learned from navigating entrepreneurship as a married couple.
  • Balancing entrepreneurship and family; why you need to be intentional in your approach.


“Whatever you do is not going to be perfect. But if you do nothing, you’ll get nothing. The first step is to take action.” — Ben Jensen [0:11:28]

“You’re going to make mistakes. The whole [idea] is to make them quick, make them inexpensive, and make sure you have enough resources to get through the mistake-making process.” — Ben Jensen [0:11:58]

“Hormones are the chemical messengers that tell our bodies what to do, and when to do it.” — Ben Jensen [0:19:22]

“We want to be with our kids. We want to travel. We want to have experiences. We want to make a meaningful impact.” — Sara Jensen [0:40:45]

“I think it’s saying ‘What if?’ And then, ‘What can I do to get there?’” — Sara Jensen [0:42:19]

About Sara and Ben Jensen

During their 14-year struggle with unexplained infertility, Ben and Sara Jensen began their journey of hormone health discovery. They learned that hormones are positively or negatively impacted by ingredients found in everyday products and when hormones are negatively impacted, it can lead to significant health issues. Incredibly, two of their sisters volunteered to be their surrogates. Ben and Sara named the brand after their miracle children. Determined to help others, they partnered with industry experts to create powerfully pure solutions for your skin, health, and home that support hormone health.


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AJV (00:02): Hey everybody, welcome to the influential Personal Brand podcast, AJ Vaden here, and y’all, I’m so excited to introduce you to two. Yep, you heard me Two new friends. It’s very rare that I get to do another podcast episode with a husband and wife couple, and it’s super sweet and special to me since I’m in business with my husband, Rory, as most of you listening, know that. So to get to introduce you guys to Sarah and Ben today, is this going to be a sweet, sweet story? But before I do a formal introduction to Ben and Sarah, I want you to know why you need to stick around for this episode. So before you decide if this is for you or for not, here’s what I would tell you is number one, if you have been delving into the idea of going full-time into that thing that is tugging at your heart, this is the episode for you. AJV (00:50): If you’ve been trying to figure out how do you turn your passion into your business or how do you figure out how to weave your message and this calling that you have on your life into the thing that makes you money, then this is an episode that you want to listen to. ’cause You’re today gonna get to hear from two people who have done and who are doing that right now, taking their life experiences, things that they feel called to do and said, you know what? We’re gonna go all in and we’re not just gonna take this information for ourselves. We’re gonna turn it into a business and we’re gonna make it useful and helpful for other people. So that is why you wanna stick around. Today is one of those unique episodes that doesn’t matter who you are or where you’re at in your journey, you want to stick around and listen. AJV (01:31): So without further ado, now, let me give you a quick introduction Ben and Sarah Jensen, and then we will get into having this awesome episode. So Sarah and Ben have founded Human Grace, which is a lifestyle wellness brand that promotes hormone health with life-changing skincare, health and home products. Y’all, I’m already interested in this and I don’t even know what you do. So , I’m so excited you know that it’s gonna be a good episode when you’re like yes. Or maybe I’m just your avatar. So y’all, welcome to the show. I’m so excited to have you. BJ (02:04): Thank you. So excited to be here. SJ (02:05): I know this is, this is great. Love your audience. AJV (02:08): Well, and I love too that we got introduced by mutual friends ’cause that already carries so much weight and you know, we talk a lot about the power of reputation and personal brand and trust. And when other people are reaching out to me on your behalf, already says a lot about the good work that you do. So help our audience get to know you a little bit. What I’d love to do is just start, is just to hear a little bit about your story. Why don’t you kick us off, Sarah SJ (02:36): So, so Ben and I, we’ve, we found our company almost three years ago, but we, it was really, the genesis was a very long personal struggle. So we got married young, we married for almost 22 years. And we, but we spent 14 of those years struggling with unexplained infertility. Got married young. I was 23 and Ben was 26, you know, started trying to get pregnant. I was around 25 and we were very healthy. I think outside looking in, you know, I was an ultra marathoner. Ben was doing CrossFit, you know, didn’t drink smoke, you know, had, you know, all the green drinks and all the, all the protein all did everything quote unquote right. But, but we could not get pregnant and being diagnosed with unexplained, it was like, find something and just wrong and fix it. So we just did a ton of research. SJ (03:20): It was after I think my sixth round of IVF where our doctor said like, what chemicals do you spraying around your house? What skincare are you using? What wellness stuff? And that’s what really kind of triggered us going deeper into research. And even, even the thought, like from I, my rounds of IVFI read a hormone cream on my leg, get my blood levels tested the next day and my hormones had spiked. And just not dunno why we didn’t earlier put two and two together that what you put on your body actually can impact your hormones. The amazing part of our story is Ben’s sister volunteered to be our surrogate and gave birth to our little hue. And then when he was almost one, my sister called and said, I wanna try to give Hugh a sibling. And so she volunteered to be our second surrogate. So gave birth for our little grace. The name Hugh means heart, mind, and spirit and grace means goodness, goodness, generosity and love and which the things that brought us our kids. But it was after having our kids and realizing that, so when we were learning about these hormone disrupting chemicals and hormone health topic of hormone health and hormone disruption, we were just thinking of infertility. ’cause That was just our sole focus, BJ (04:23): That that was our pain. Yeah. SJ (04:24): Yeah. But then looking at the data and looking at the research, these chemicals, they are linked to infertility, but they’re also linked to autoimmunity, diseases and anxiety, depression, cancers, obesity, strokes, BJ (04:35): The, and the list goes on. Yeah. SJ (04:36): And then the, the then thinking the flip side, what is hormone health? And that’s better sleep, less stress, their skin better like no joint pain. So just thinking like, these are things benefits that everyone needs and wants. And so that’s when we decided that we should create human grace. BJ (04:54): So yeah, I, I’ll tell you and, and give it right back to you. But Sarah came to me, we have our two children and I’m finally at peace and I’m holding our, you know, our daughter at this point. She says, Ben, you know, we have to do something about this. I said, what are you talking about? We have our kids. We, we don’t have to do anything. I would hold my kids. You know, we had very comfortable careers. You know, we, we knew the path that we were on and it was, it was, I dunno, easy is the right word, but it was clear like we, we kind of knew what we were doing. And she just felt this passion kept coming back to me. And after she kind of explained to me the, the vision that she had had and, and, and that we could help other people while helping build something meaningful while earning an income on it, it became interesting as, as we dived into the research she talked about, we started looking at the market opportunity instead of focusing specifically on infertility, which is our, you know, you always hear the best businesses are solving pain or solving a problem. BJ (05:48): That’s what led us to do this. It wasn’t wasn’t ’cause I necessarily wanted to start a business ’cause we kind of had to, felt, felt compelled. I SJ (05:57): Just felt this huge responsibility because what Ben and I went through nearly broke us, us individuals, us our marriage many, many times. And like, we’re, we’re, we’re strong. Like we, you know, Ben was, Ben’s being modest about his career. He started, he’s very successful. He was operating a multi-billion dollar family office out of Beverly Hills. I had my MBA from USC and I was working with our top alumni, my parents in philanthropy. So raising transformative gifts from the university. And I said, Ben, what we went through nearly broke us. And we’re strong individuals. And I said, and this really impacts everyone and no one really knows about it. And I said, between, like, between our professional networks, we can get to anyone. You know, I’m a professional fundraiser. I can ask for help if I feel like it’s meaningful. And we said, what can, what can we do where we can actually also spend time with our kids? ’cause We were working long hours traveling a ton, and we said, we wanna be with our kids now. So what, what can we do to help? That’s, that’s really meaningful. AJV (06:50): Yeah. So this is what I was gonna ask earlier because lots of people discover things, make life changes and then move on. So I need to know like, what was this vision? What was this passion like? What was so convicting about what you went through and what you learned that said, no, we have to do this. We can’t not do it. BJ (07:15): Yeah. It’s, it, it, it’s interesting. I think there, there were a few things when we had our family, we, we started looking, put it this way, until we had our children, we were thinking about having children, right? That was the only thing we could do is, is think of that, that thing in the future, right? We weren’t thinking about our lives. We were living our lives. We didn’t sit on our hands. We got graduate degrees, we traveled the world. ’cause We, you know, but we, we always wanted to have a family, even though the two of us rarely talked about that. Like, it was too painful. But when we got to the other side of it, now we have our kids. Now what kinda life do we wanna live, right? How do we want to spend time with our family? And as she was saying, we were working a lot and we were working for other people, which was great. BJ (07:57): But, you know, cynically, my, my the definition of my job was to make very wealthy people wealthier. And Sarah’s job was to make a wealthy university wealthier. And we thought we’ve got talent and ability. We, we, you know, I’ve, I’ve operated businesses, had a hundred employees and, but I’ve never done it for, for us. And if we had pain that deep, there’s gotta be other people that are going through it. And maybe we can prevent something. Maybe we can help something. Maybe we can provide community, provide support. And so our whole business is, is built around that concept. It’s actually, when we started talking about how we would go to market is when I got interested in it. ’cause If we could help people, products are one thing, right? Yes. We have great products that work really well, but then there’s education, then there’s community building and then support. BJ (08:45): We could put all those things together. We’re creating almost a movement. And that, that was interesting. And then if we could do it in a, in a profitable format where it’s, you know, she talked about fundraising, charity’s amazing. But charities are often not self-sustaining. Almost never are they. And so if we’re creating community and there’s profit built in, that’s a sustainable business model. That means the people that are, that are, are selling our products, the people that are you know, affected by, in a positive way by our products, we could build something that would be built to last. So that, that got interesting. SJ (09:15): I think also, you look at your life, we look back at this 14 years of hell. But you look back and like, you know, we were put in this position, we went through, we learned what we did, and it was almost like, this is what we’re supposed to do. I, I couldn’t sleep at night. Not ’cause I daughter was a newborn, but like, I just, just kept me up saying like, we need to do something and we can do something. And just that, I think that drive of, you know, you talked earlier just about like, you feel like there’s a calling in life and what, what we could do and what we could bring together and who we could have help us. Like we, we need to do this. We cannot, we can’t not do it. AJV (09:50): I love that. Hasn’t been either BJ (09:52): . We can talk about that too. AJV (09:55): . What I love BJ (09:57): Starting business during a pandemic is awesome. AJV (09:58): . Oh yeah. I mean that, I think everyone’s got an interesting story from that. But what I love about what you guys are saying so much is it, it is one of those things like, when you really find your calling, when do you really find it? It’s something that you can’t not do. And if you know anyone is out there listening going, well, I mean maybe I should do this. And it’s like, if it’s a, maybe it’s not. It, it’s gotta be that thing that keeps you up at night. It’s gotta be that thing that’s like, oh, like I have to do this. I can’t not do it. And just to even hear you guys say that is so re it’s such a great reminder and convicting to me, like even in our own business, it’s like that’s how we felt. It was like, God literally showed up and gave us this business and all we had to do is follow him. AJV (10:43): And it was like, we couldn’t not do it. We would’ve been stupid to not do it with such clarity of what, you know, like what our giftings were and what we were able to do. And to find other people who have found that is one, it’s really special. So congratulations to you. But it’s also really hard, right? Like starting anything is not easy. So I would love to hear from you, from both of you, because I’d love to hear both perspectives of, for the person who’s listening, who’s going, that’s great. I know this thing that I’m called to do, but what do I do? Like, yes, I, I know that there’s something in my heart, there is something that is calling me, but I’m also like pretty successful. I’m comfortable and doing this over thing, this other thing over here. And to leave that and just like cold Turkey do something else, feels kind of like irresponsible. What would you say to that person of going like, here’s the, the the first step that you should do. Or here’s what you should be asking. Here’s what you should be doing. Here’s what you should be thinking. And I would just love to hear it through what you guys did. BJ (11:47): You wanna start or you want me to start? You guys? BJ (11:53): I’m gonna speak on her behalf. ’cause She, she, she’s, I think the thing that is probably the most important is whatever you do is not gonna be perfect, but if you do nothing, you’ll get nothing. Right? So the the first step is to take action, right? You, you don’t have a plan, you don’t have a clear path. I think what held me personally back at the beginning was, you know, this idea of, well, I don’t wanna do this unless it’s really, really good. Unless it’s perfect. And what I’ve learned about a startup, the definition of a startup is can you make and learn, make enough mistakes and learn from those mistakes to, to get to profitability before you run outta capital , right? It’s, it’s literally that simple. You’re gonna make mistakes. The whole, the whole process is to make ’em quick, make them inexpensive, and make sure you have enough resources to get through the mistake making process. BJ (12:45): And so if you, if you look at that, the definition of success is making those mistakes. And so it’s okay. And that was hard for me to accept. And you know, I remember working on this financial model for weeks and weeks and not being one to, to to, to put it in front of everybody in case it wasn’t right. Well, of course it’s not right. You’re guessing about the future, it’s not gonna be right. But it took many, many months for me to kind of work through that. It took us a few months to figure out how to work together. Unfortunately we have very complimentary strengths. We don’t compete. You know, I I I’m on the operations and the finance and the strategy side, and she’s very much people and passion and community and pr I mean, she’s great at all of those things. And so it works for us. But I, if I had distill it down, it is just move right? Take a step, take another step, take another step, make a mistake, turn a little bit. The word pivot is probably overused, but it’s exactly right. You know, w when we were started looking at doing this business, it was gonna be an infertility support business, but we couldn’t figure out how to make that work. SJ (13:47): Not this business business concept. BJ (13:49): Correct. But when we started down this path, that’s what we were looking at. And then we started looking into different research and our eyes open. And so I think it’s also good to remember what you think you’re gonna start with is not where you’re gonna end. And that’s okay. Right? Don’t fall in love with something so much that the, the, the numbers and the data and your customers, they tell you what you are if you listen. AJV (14:09): Mm-Hmm. That’s wise. SJ (14:11): No. And so I was working at a university. I would go and hear amazing speakers. So billionaires come to speak and they, they talk about like your, think of the end of your life, your eulogy, what you want your eulogy to be. And so while we said like we, I made a wealth university of wealthier. Yes. It was fil Phi philanthropic. And I, I got a lot of grad, a lot of meaning from that. Like, we knew we could do better. And I think also the, the more you learn, the better you do. And so we couldn’t unlearn, we couldn’t say like, just keep it to ourselves. We said we, this truly impacts everyone. And so, and we have, we have resources. We, we can do this. And so, but it is taking that first step and then like, write it down, write down what you want and look at it, power of manifestation, say it, and, and then just go for it. And you, people always doubt themselves. We doubt ourselves plenty of times. But it’s that belief daily, BJ (15:04): Daily SJ (15:04): , AJV (15:05): I relate. SJ (15:06): But no, it’s the belief and then, and then doing the work. ’cause It is, that is work. AJV (15:12): You know, I love what you, I I love that you said that because you said it’s you know, we all doubt ourselves. But you just gotta go. And I, I think a lot of people are stuck. They can’t get beyond their doubting, they can’t get beyond the what ifs. But you did, so how did you do it? Like how did you go like, this is good enough? Like we are good enough, we can figure this out. Like, because I, I don’t think that’s common. An everyday mindset to go, I got this. I can figure it out. SJ (15:42): I, I joke. I said, Ben, we were able to figure out how to have two genetic children without us giving birth. Without me giving birth. , . We can figure anything out. . BJ (15:54): Yeah. I, you know, in my prior role working in a family office, I did lots of different things. And I always looked at that as a liability. Everybody says, you know, to to, to really be successful, you gotta be specialized deep in one skillset. And that’s true. If you, if you’re a doctor, if you’re, you know, even an attorney, you wanna be, you know, specialized. But if you’re an entrepreneur, being able to do a lot of different things comes in helpful. ’cause You’re not, you don’t quite know. Like, I’m still, I excel models and fortunately I have that skillset and sometimes we have to put together presentations and I can do that myself if I have to. And so I think often what we think are liabilities, if we reframe it can be the asset that you need. And that can give you the confidence. BJ (16:37): I, I have all kinds of, you know, doubts. We all have our personal struggles, but I know I’m extremely resourceful. And if I’m put in a situation, I can fix just about anything. I can figure just about anything out. So while I may doubt other things, I know I can figure stuff out if I just give it a little bit of time and then I’d, I’d add a second piece to it. Nobody achieves success on their own. So find yourself either a partner or somebody that’s an accountability person, a partner or or friend, somebody that that’s got your back that that can support you. And that was one of the things too. When we made the decision, it was who are we gonna surround ourselves with to make us better people and to make the world a better place? And it’s gotta be positive people, right? BJ (17:25): We need to create a work environment that’s positive and and uplifting. And if, if we don’t have that in our lives, let’s go. Let’s go build it. Let’s build, let’s build the environment that we want. Let’s build the life. And, and that was another thing. We, we decided let’s be intentional about how we live. And now that we have this family, I wanna spend time with them. And if I have to go and I have a desk job and I have certain things that take me away from that family, I, I don’t get to control that. And we worked so hard to have a family. We decided let’s, let’s figure out how to write our own, our own future. And that meant for us, we needed to, to create a business so we could mix our lifestyle with our livelihood. AJV (18:02): Mm. All right. So there’s like so many thoughts in my head, right? I have right now. So I’m gonna try to organize them. All right, so my next question, and then I have like three other topics and I’m like, oh my gosh, I wanna know this so much. But my first question is, you guys kind of mentioned like, we kind of started down this whole first concept of, you know, kind of like fertility support, infertility support, education. But eventually you have ended and a very different lane with, you know, hormone products. And so how did you end up there? And then tell us about, tell us about your products. Like how did you come up with this? BJ (18:38): I’ll take part one and I she’ll take part two. I think that would be a great setup. So you know, again, in my prior role I did a lot of different things from operating businesses to investing in, in venture capital opportunities to private equity investing to real estate. And so you start seeing patterns and you start seeing things and you start understanding that a key to a successful business is making sure that you have a large enough market. ’cause You’re never gonna own a market. So if you’re gonna get a small slice of something, it better be a big slice. You know, a small piece. Let’s make it a big pie, right? And we had these challenges. We, we knew that the infertility journey and process was, was painful and was confusing and felt helpless. And we thought if we could create a system, if we could create an app, if we could create this, we create that. BJ (19:25): All of that sounded good. And it felt good. The problem I was having as I was looking at the market size and saying, wait, if you think about it, you know, only 20 or 30% of the population at any given time is trying to have a family right? Of childbearing age. And then only 20% of that has infertility problems. And then nobody wants to talk about infertility, which means you’re not gonna get a word of mouth recommendation. And as soon as they get pregnant, they’re gonna churn out. So it was that process, and this is a little bit maybe more analytical, but this, this is literally, I went through it and chopped it all the way down. I’m like, man, in order for us to make this a profitable endeavor, we’re gonna have to charge a lot of money, which is the opposite of what we wanna do. BJ (20:03): So then it was, well, if we can’t do that, what attached to our problem, our pain, what else could we do? So we flipped it around and started asking a different question. And it was that process. And reading the same studies and the same research with a different lens, instead of just infertility, what other things could we attach to, well, the studies that talked about hormones and hormone disruption and even hormone health next to infertility would be cancers would be weight would be developmental disorders, would be correlations with depression. And, you know, even autoimmune things. And then I was like, wait a second. Those are all of the things that all of us are dealing with one way or another. Either on a first order ourselves or second order our families. So that means this is everyone. When we’re talking about hormones, everybody has an endocrine dis endocrine system. BJ (20:54): A hormone system. Hormones are the chemical messengers that tell our bodies what to do and when to do. It tells us when we’re tired, tells us when we’re hungry, tells our muscles to build or for not build, right? The testosterone there bone density, it regulates our temperature, right? All of these things happen through our hormones. And when they are in what’s called homeostasis, when they’re in balance, good things happen. And when they’re out of balance, bad things happen and we don’t feel well, and we don’t look well. Right? And over time, if they happen repeatedly, that’s when you have things like cancer that creeps in. ’cause You’re turning these switches on and off. It’s like, like you flip a light switch enough times, the light will fail. It’s the same kind of thing. You’re turning these, these switches off and on. And then hormone disruptors, this will lead into the products piece. BJ (21:39): But hormone disruptors, they’re, they’re chemicals in our environment that can mimic the, the hormones. So think of like a lock and key system. Well, there’s some chemicals that can go and turn open up a door that it shouldn’t, right? Or close it when it shouldn’t. And that, that has un unintended consequences. And so when that happens enough during key developmental times, like in utero, right? If you, if the mother’s exposed to chemicals that can be passed on to the baby mm-Hmm. And if it’s a male baby, there’s too much estrogen. Now you see sperm counts that are declining around the globe. And it can sound scary or it can be hopeful. Like, okay, well I know some of these things, nobody knows about this. If I share that with them, knowledge is power. And if we provide some products that help people make better choices, that’s positive too. BJ (22:23): We should have smiles on our faces, not scare people, right? So that, that was once we started looking at that and said, okay, if we can make this a positive thing, not point people and tell ’em, you’re, you’re, you’re making bad choices. No, let’s give you, let’s give you some information so you can make better choices. And then let’s provide some products that help on these, these, these health principles of, of better hydration and better sleep and less stress you know, better nutrients you know, reduction of inflammation. Those are the pillars that we, we build all our products around. Well, SJ (22:52): So we read a study that said the average American woman puts on 12 products a day, which is over 160 chemicals a day. Average man puts on over 80 chemicals a day. And then we’re surrounded up to hundreds of chemicals every day in BJ (23:03): Our environment. In our SJ (23:03): Environment. Yeah. And so we said, if we can really simplify this, and let’s just talk about what was, what goes on, in and around your body. So are three product pillars we can make these are make better choices. We have world renowned doctors on our medical advisory board, and one of our doctors, Kareem, is Dr. . And she founded the very first personalized chemical exposure test is a urine test. And so she can actually, you can actually do urine tests and text your your chemical exposure. And we were saying, how do we go to market? What do we do first? And she said, well, the fastest way is to help reduce your chemical exposure. Promote hormone health is through skincare. Mm-Hmm. . Because your largest organ, you don’t think about what you put on on a daily basis. Well, BJ (23:42): Yeah. And this, this was, we don’t think about that. What you put on your skin gets in your bloodstream. She talked about hormone cream, but think about a pain patch, right? Literally put a patch on your, on your lower back and you, it it’s absorbing through your skin a nicotine patch. All of those things, medicine absorb. So the the, the corollary or the alternative to that is also bad things get absorbed into your skin. Right? SJ (24:05): And so we, we launched with skincare and Ben’s prior career, he, he ran a, a very big wine company. Large. BJ (24:12): And I knew, I knew nothing about wine, but I, yes. And SJ (24:14): So, but he was looking, we we didn’t drink alcohol growing up. We didn’t know that wine. It was like the number one wine store on the west coast. And he said, why is there a $5 bottle of grape juice and a $5,000 bottle of grape juice? Like what, what what actually goes in it? It’s, so we, BJ (24:27): That’s what happens when you don’t know anything about something . You look at it SJ (24:30): Analytically, but then we start learning. It’s, it’s the quality of the products. Yeah. Yeah. Where, where everything’s grown. It’s the soil. It’s, it’s how, how it’s crafted. And so we actually had that mentality when we were saying skincare. So it’s crafted, it’s making sure you have the right quality ingredients, but also the right amount of each ingredient when, when you’re formulating. And so really looked at that process. And so we have incredible skincare. We try to, everything we have is gender neutral, it’s safe for kids, safe for pregnancy. And we looked at that chemical number of people, products, people are putting in their bodies and said, let’s make everything really versatile. So people say they, you know, we have a two step regimen. So our, our more, our J serum people say it replaces their moisturizer, their serum, their eye cream, their vitamin C serum, and their toner all with one product, which is amazing because rate performance, but then also you’re now reducing the number of chemicals you’re putting on your body every day BJ (25:24): With us, without us having to preach about it. We just create a product that solves, solves multiple pro problems. ’cause You know, too often products are the result of just marketing efforts, another way to sell things. And if you strip it back, well, can I get the same results with fewer things? Yeah. That does two things. It gives you back time. Oftentimes it gives you back money, right? And it reduces the number of chemicals so that then you, you’re, you’re doing something better for your health. So that was kind of our initial premise. AJV (25:52): You know, what I love about what you guys have just said is it’s both a passion focused endeavor, but also with some logical business minded decisions. Which is why, you know, you know, one of the things that we talk a lot about at Brand Builders Group is like, you know, just because you can doesn’t mean you should Mm-Hmm. and not everything that you’re passionate about means people will buy it from you. And so it’s this, this subtle art of figuring out what is my passion and what would people buy from me? What could I sell and what would people buy? And so I think that’s a really important discussion for all of the people listening today of going, there’s gotta be a, you know, kind of a checks and balances with what you feel called to do and what the market is also showing by demand that is needed if you really wanna make it right. AJV (26:46): And it’s like, not all passion projects make it. And I think a lot of that is because the business piece of it, which is a part of it doesn’t come into consideration sometimes. It’s like you gotta, you gotta go through the thought process that you guys thought process that you did of how big is this market? And you know, if we zone in here, what’s the tertiary, and, you know, the secondary. And, but I think there’s a really important part of that, of going, it’s one thing to be feel called to do it, which should be like, you know, the act, the activator. But then there’s also gotta be the analysis part to go, is it viable? Right? Will it last? Can I make it? And you guys have done both of those things really successfully because you did both of those things. BJ (27:30): I what, what I’m hearing you say is it’s gotta make sense in your heart, but also in your mind. Yeah. If it’s, if it’s one without the other, it’s not gonna work. AJV (27:38): Yeah. And I think that’s, it’s, it’s rare, but when it comes together, like magic happens. And so here’s my next question for you guys. You just, you said earlier, you guys started this three years ago. Can you tell us a little bit about the journey from three years ago to today? BJ (27:54): Yeah. Our, our three year anniversaries, well our, our 22 year wedding anniversary is May 2nd, but our, our three year business anniversary is May 22nd. So it’s coming up in 23 days. The journey, well, I’ll, I’ll kick us off. It starts with a concept, starts with an idea, and, and then you have an idea of how you’re gonna take it to market. And you fall in love with that idea. And we’re gonna have plenty of resources. We’re gonna have all the money we need, we’re gonna find investors, we’re gonna go to market and it’s gonna work. And we had that all lined up and it was we actually were concepting this a year before we launched, right? So we were trying to get, we were hoping to launch four years ago. So we concepted this thing. We had a partner that was a, a large family office that was gonna back us. BJ (28:43): And they said, look, we’ll look programmatic approach, which means I’ll give you a check now at a certain valuation and when you hit these milestones, we’ll give you another check. And then it was ideal. Like we could not have to go out and worry about cash. And we’re getting deeper and deeper into conversations. It’s looking very promising. We’re not looking at any other potential investors. We hire our first two employees and Covid hits, this is March, right? All this stuff in March of 2020 Covid hits. And we are, we have our products that we have figured out, but now the lead time goes from like, you know, six weeks to six months. And what it did it forced us to do a whole bunch of testing. ’cause We didn’t really have product. So we, we, we took us a different approach to get to market. BJ (29:28): We had to go hands on. We didn’t have the capital that we thought we would have, so we had to be extremely scrappy. So we, you know, we developed a business model that was really powered by word of mouth, mouth. And then we went out and started building community to support the overall message. And we did a lot of in-person events, you know, even, even even during covid, like we would do it in a safe way. And things got better as, as our products came in. The, the wave had had slowed down. There was a lot more education and, you know, you could start traveling. You just wear a mask and things like that. But it took, it took months to get there. So maybe Sarah could talk about this, like the, the community building element of it. ’cause I think it’s, it’s interesting when you’re doing live events, when we’re talking to people and we’re sharing our brand and our story, we would learn by the response on people’s faces. If we’re saying words, like, we started talking about endocrine disrupting chemicals and toxic load and all these things, and people’s eyes would nod, but their eyes were off. , AJV (30:29): You just got way too fancy from me. . Yeah. And print it down. BJ (30:32): Yeah. And then we have a, this kind of affiliate, affiliate plus program where people can sign up and sell our products and they, you know, they get their own links and all this stuff. Well, they’d say, I, I love your story. They love hearing our infertility story. But, and I’m, I’m gonna sign up and sell these products, but I need about two weeks to study all this stuff before I open my mouth. You know? And so that’s the exact opposite. You want it to be so easy that it comes out naturally. So we learned that by testing and our form of testing was in person. Other people you can learn it from doing, you know, you, you, you talk about building a business. How do you do it? Test, test without, you know, make your mistakes, learn what works and what doesn’t. Try not to spend a lot of resources and do it efficiently. We were forced to do that because of you know, what, what would’ve been the worst thing is we thought we had it all figured out. We had all the money that we needed, and we went out and spent a bunch of money going down a path that ultimately wouldn’t have worked. Yeah, you can, you can convince yourself. But when you’re standing in front of people having a conversation, the feedback is live. Like, so we tell ’em, tell her how, how we started. Well, I AJV (31:30): Wanna clarify one thing really quickly. These, all these events you were doing with community building, I’m gonna make a big assumption that those events were free, but tell me if they were paid. BJ (31:40): No, we, they were free and we would, so SJ (31:43): Go ahead. So I’ll tell you what, we chose our business model. So we were learning about these chemicals and just like, I had no hormone, hormone health, but also like the fact, like I had no clue that my products were causing me not to get pregnant. Like, or, or could, could, yes. But like, oh my gosh, I had no clue the importance. And so we said, you know, we are gonna create products, but if we’re just gonna sell them at a store, that doesn’t solve the solution because people don’t know. So we, we need to create awareness, we need education, content, community with products. That’s really the holistic solution. And when I was at graduate school, my favorite Harvard business case study was on a lady named Brownie Weiss. She invented the Tupperware party back in the fifties. And so she created a platform for women back in the fifties when they, no one was working outside the home. SJ (32:26): She’d be able to, to have, bring in resources. And at the end of her video, we watched this black and white the case study watched a black and white film of her recognizing woman on stage and seeing these men just cry. They were so imp impacted. And so I actually flew and went to her museum in Orlando after I graduated 15 years ago-ish. But then we were saying, you know, Ben, like our go-to-market strategy, it’s more than just selling products. We need, we need this. And how do we elevate this? How do we modernize it? Where we make it? Where, you know, you’re already asking your friends for product recommendations. I mean, if I’m gonna buy something I, you know, see my friend’s leg. And so like, people are already spending that way. They’re, and they, they’re recommending products already. How do we make this modern? SJ (33:10): How do we make it elevated? How do we do it where you can go? And so when we first launched, we had 200 advocates. They have 21. And we, we said, Hey, if you guys get 50 people in a room, we will fly in and support you and we’re gonna show up. And so we gave ’em some budget. She was to help pay, you know, for, you know, some products or charcuterie, whatever it was. But then they were in 60 cities the next few months. And then we, we came back and we said, well, we wanna actually be in this business so we can see our kids . AJV (33:39): So, SJ (33:40): So how do we do this where we can have our kids go with us? And BJ (33:43): We grew really rapidly but we were out hustling. And I think that’s another lesson. Like it doesn’t just happen. It doesn’t just happen. Some people get lucky and those are the stories that everybody wants to hear, but it doesn’t happen, especially if you’re gonna build a brand and you’re gonna build about a topic that’s not, not widely known. You gotta, you gotta really, you know, move the needle yourself. AJV (34:02): I wanna, I wanna highlight two things ’cause I think this is so important and it’s what nobody talks about. Because everyone wants to figure out how do you make mailbox money? How do you build it one time and then make money while you sleep? I still don’t know how people do that. . Like, once somebody actually figures it out, let me know. But at the same token, what everything is being promoted is digital. This, digital this, digital this. And at the end of the day, what I know to be true and what you just said is that lives are changed in person. Community is built in rooms, hand to hand, side by side with real lives interacting with real other human lives. And for everyone who is listening, if you think just posting something on social media or just building a website or just building a course is gonna get you to where you wanna be. AJV (34:52): I just like to be sharing some honest truth that likely won’t happen. But if you’re willing to get on a plane and go 60 places for free to go, I care about this so much, I’ll be there. And you get other people to come along with you, guess what? It’s gonna work. Maybe not on your timeline, but eventually it’s gonna work. And so I just wanna like one, say kudos to the both of you. ’cause I know what it’s like to be that person along with my husband. And that is not a message you hear from a lot of people today. And so I just, one, thanks for sharing that and calling some spotlight to what you actually did and are doing, because that is actually how business is still built today. And I think it’s really important to highlight in rooms with people building community, sharing it and making it where it’s this human relationship again. SJ (35:40): It’s so interesting you’re saying that. So we have our story, our story really enables other people to share their stories. And whether it’s simple swaps, these are, you know, great products or whether, you know, we’ve had an event last summer, this lady had her child had cancer and just saying like, this, these are products I’m already using, but being in there and showing up and then also what you’re talking about, bus building a business that’s makes money while you sleep. So like, all of our products are consumable. So these are products people, like we have over 50% of our, our revenue comes in from subscriptions because people try our products, they love it, and then they just have it every month since them. BJ (36:16): Yeah, yeah. But we also build systems to encourage that and to encourage the conversation. And I think one of the rewarding parts though of building a business, we just, so our, our, we call ’em advocates, our human grace product advocates. Our advocates can earn money, but they can also earn, like we set up a point system and they can earn into a, an incentive trip, right? Mm-Hmm. . So we just from Hawaii where we hosted a hundred of our top people. AJV (36:38): Awesome. Love that. BJ (36:40): It was incredible. Yeah. And they had a, we had an amazing time and came together. And what is is cool is we knew that we wanted to build something. We wanted to be surrounded by people that were good people. And so we needed to build a foundation of community that way. And we have an incredible community of advocates who support each other, cheer each other on, you know, they’re, they’re in theory, they’re in competition trying to outperform, but they’re also, they’re all doing it in a, in, in a positive way. Like, we have such a great culture. And, you know, I think some of that, they, they, our advocates have told us it’s because we have showed up and we didn’t really realize what we were doing. But I think when you lead by example, the, it comes through in your brand and it, it, it bring, brings a brand of, of both authenticity and integrity. Hmm. And that’s that’s something that’s super important. AJV (37:28): Yeah. I think one of the other things that you guys mentioned that I, I wanna circle back to is this whole idea of getting to start a business with one, something you’re passionate about and you’re helping people, but also being able to design how you want your family to run is a really important part of that. And then you just mentioned that again, of like, well, after doing 60 events in just a few months, we realized maybe we’d like to see these kids of ours. And so I’d like to hear about what are you guys doing to create a family, right? As a business. And I think that’s why so many people are attracted to entrepreneurship is because there is this idea, this dream of creating your own schedule, designing your life the way you want it. And then unfortunately, if you’re not super intentional about it, all of a sudden that ain’t happening. AJV (38:15): Right? And you’re like, why am I doing this again? This is, I’m working longer hours and seeing my family less than I was before I did this. And it does take some intentionality of working together as a married couple, right? So I’d love to hear about how that’s been the last three years, but also making the decision of like, no, how do we, how do we grow this? How do we commit to this and design a family and a marriage and a life that fits within what we said we wanted? So I’d love to hear both of those things BJ (38:46): Start. Mm-Hmm. Talk about rrb. Oh, so it was his idea, Richard. Yeah. We, we did that first summer. And summer summertimes are typically when we, we would go out because in our business we have a, it’s mostly women who sell our products. So o often I’m the only guy in the room actually, . But it’s, it’s, it’s, it, it’s fantastic. They incredible community. But in the summertime, a lot of these are women that have children. They’re home from school, so the summertimes get a little bit busy. So we go out in the summers and that’s helps kind of keep people engaged and excited and activated. Plus, you know, our kids didn’t have school in summer, so so we did it that first summer, mainly because that’s right when we launched the business and it was just taking off and, and we flying, flying around. BJ (39:27): But then I, I started thinking, well, what we’re doing is we’re reacting to demand instead of scheduling it, right? So it was too much, I mean, you talk about this, we, we weren’t intentional. We were reacting to what was working right? And trying to do more of that. And then we didn’t think, well, if it’s working, we, we could still do that. But what if we said, we’re going to be here in this city on this date. If you wanna host something, let’s coordinate it there and then just put it out in advance. And if we did that, we still could. And we wanted to bring our kids, well, it doesn’t make sense to have four plane tickets. And then since we work together, we have to have somebody come with us, a help, a babysitter, a nanny. So now you’re talking about five, which means now you got two hotel rooms and, and I just got this idea, maybe we should just buy an RV and just kind of flip it around. BJ (40:15): So it was Black Friday of 2021. We looked at RVs one day we came back and we’d figured out a floor plan. Like if we, if we have to travel with some help, we need to set it up. We need two bathrooms, we need this, we need that two hours walk or dryer, . Yeah. We wanna, we wanna be able to do this. So we came back two days later to go look for a second time. We’d only done looked once. As we’re driving in, we get a call from the, this guy, he says Hey, sales agent. Yeah, the sales agent. And he says, you described to me what you’re looking for. And this was, if you remember, during Covid, everybody bought RVs. There was no inventory left in the whole country. Prices went up like crazy if you could get one. BJ (40:57): So we we’re, we’re driving in, we’re 15 minutes out from the dealership and he says the RV that you described to me just pulled in from the factory and it, it still got its stickers all over it. You guys want to come take a look? And we said, we’ll be there in 15 minutes. don’t show anybody. Don’t show anybody else. And so we took a look, we had no idea what we’re getting ourselves into, but we bought it right then. And it turned out to be a good investment from a tax perspective. It was a good investment. And we had had some income come in, I could, it actually operates as a second home. You can depreciate it because it’s heavy duty, heavy duty vehicles. So you go back to that, you know, put some logic behind it. So it helped us out in that regard. But then it also put us on, in the driver’s seat, so to speak, of setting it up so that, that summer we went to 32 states I don’t know how many SJ (41:41): From LA to Seattle, Boston, DC and back. Oh my gosh. BJ (41:45): Yeah. It was too much it nearly killed me. I didn’t, I had no idea what I was doing. They drove this whole time. I, yeah, it was too much. And you learn we learned that you need, you need to have more downtime between your setup and take down is the same whether you’re there for one day or one month. And so we, we decided we need to amortize that setup and take down for longer periods. So now we, we we’re, we’re doing it again right now and we’ve got our kids with us, and we’ve decided, oh, go ahead. SJ (42:15): Well, so the topic of hormone health is trending, which is super exciting. And, but, and especially our business grows. But, so in November, Ben and I didn’t get to see our kids for 20 nights. We are housed, the kids are in private school with nanny. But like, we wait, so I came back back, it’s like after Thanksgiving and Ben’s like, okay, you could find a new nanny who will homeschool travel. Oh, be fine. Living an rv, going anywhere we go. And I, BJ (42:39): It’s because we work together, we, it’s, you can’t, you can’t, you can’t shift it. Like we we’re cover the mornings SJ (42:44): Co CEOs 24 7. And so I started calling universities, universities didn’t wanna have, you know, graduates go to private family. And so put an add out on care.com and found, I found her, but I think it’s, it’s okay. We have, BJ (42:58): She had spent, she had spent the prayer year backpacking around the world. So she was fine with it, that she had grown up in a small community. She had been homeschooled, so she knew how to, to homeschool. So, but it’s, we thought let’s test it. Let’s try it. Yeah. SJ (43:09): But it’s also love that I think say like, what kind of life do I wanna live? Mm-Hmm. . And then I usually over New Year’s Eve, my, my parents treat the kids and we go flipping a two or three night retreat and we read books. And remember a few years ago we were up in Napa, BJ (43:23): This was before we started the business. SJ (43:24): Yeah. Went pro walk. And we said, what would our lives look like if we had zero restrictions, no jobs, no house, no. Like what, what BJ (43:32): Life do we money is not an issue. What does it, what does it look like? What does it feel like? How, where are we? How, how, you know. SJ (43:38): And so it was really that exercise of saying, okay, we want, I wanted to work with him. He didn’t really want work with me originally , but I wanted to spend more time with him. I want, like, we wanna be with our kids, we wanna travel, we wanna have experiences, we wanna make meaningful impact. And what, and you know, ’cause we have a lot of friends who are billionaires and have these lifestyles, but that, that that lifestyle, BJ (43:59): We, we are not let’s just No, no, SJ (44:00): We we’re not true. Not, but it’s not private jets that make us feel whole, you BJ (44:06): Know, it’s, it’s clearly, it’s, it’s an RV , it’s our land SJ (44:11): Drugs for different folks. BJ (44:12): It’s our, it’s Orlando. There we go. But, but SJ (44:14): Truly like, like we’re so much more present and intentional our rv because we’ll go somewhere. We’ll be there for a week. So we wanna go explore all the, the local farmer’s markets and, and show our kids. And so that has been like, and so we’ve had this dream. We wrote it out. We said, this is okay, now how do we backfill this? So we got rid of our house. We, we did different things that, you know, but this, like, we, I’m so much more fulfilled in my life now and like being able to be in Hawaii, we’re Grand Wale, which is incredible hotel. BJ (44:46): This is a little plug for my wife. So Grand Wale is a Waldorf Astoria property, and she built a relationship with the executive team and eventually got introduced to the spa. So Grand Wale in their new $55 million spa that just finished a renovation is selling Hu and Grace products, our wellness products. That’s amazing. SJ (45:06): Yeah. It was so incredible to go be there with a hundred of our top advocates with our cue and our grace to walk into saw, see the kids. But the very last night we did a white party and we had one of our advocates speak and she said, you know, I, I said, what if she goes, I never thought I could do anything like this. But she goes, I saw Hawaii, I love the products. She goes, what if I could do it? And so I think it’s saying, what if, and then what can I do to get there? AJV (45:33): I love that. And I think just the whole concept of actually spending time to go, what kind of life do I want? Right? I, you know, you hear statistics all the time about people spend more time planning their annual vacation than they do their life. Like what would it be like if you actually said, this is the life that we want. So how, how do we get there? How do we build it? And I love, I love hearing stories like that. Now how old are your kids now? BJ (46:00): Grace just turned five. Hugh is six, about to turn seven. And my, you AJV (46:04): Guys are traveling the country with a 5-year-old and a 6-year-old. Yeah. SJ (46:08): And it was started when they were two and four. So Yes. . Yeah. But BJ (46:12): We just, we just had some friends over, we’re currently in California, in Malibu, and we, we were from, we lived in LA for 15 years. So this is, this is, you know, home if, if we pick a home that’s not on wheels. But, so we came into town, we’re, we’re, we’ve got a, a ocean view lot in right off the PCH and our kids are out riding their bikes. We invite some friends over, they bring their kids over our kids instantly make friends because they, they’re, I think kids like a schedule, but they also like to be free. Hmm. And so while they’re this age, you only get this shot once. And we’ve, that, that’s what we decide is we’re not gonna wait to be parents and we’re not gonna wait. We’re gonna, we’re gonna just do it now. We’re gonna be here and be present. BJ (46:50): So every single morning they have, we have our, our, our master bedroom in the back, you know, a quarter of the, of the rv. It’s got a door and the kids have bunk beds on the other side of that door. And every single morning we wake up before the kids and we just lay in bed and we hear the, the, the door open. ’cause They’re kinda like closet doors. And we hear footsteps. And then our son rushes in through the door, jumps on us laughing, and we hold him every single morning. Mm-Hmm. And it’s the absolute best thing. And when we, we, you know, we have a house in Utah and it’s a good sized place. When we’re there, they kind of get distracted and they go do other things. They don’t come up to the, to the room. But in the rv it’s just, it’s, it’s so small and intimate. So every morning we have that family time. We don’t, you know, and it’s not, it’s not late. We start our days on time, you know, but we, we start with that, that does mean I’m not up exercising. I’m just laying there taking hugs. But that’s, that’s not gonna last. And so we’re just trying to take, take it while we can, how we can. AJV (47:47): That’s a great reminder of the, the power of proximity. BJ (47:50): Yeah. AJV (47:51): Right. For family, for friends, for whatever. But there’s a lot of power in proximity. That’s a great reminder. Sarah, what were you gonna say? SJ (47:59): No, you said, you asked how we do marriage and parenting and, and business owners. So mornings are our kids and like we, we go, we’ll do that. We’ll try to go for a walk, you know, be with them in the morning, then we go to work and it’s work time. And then at night we really try to shut it off. I’ll leave my phone in the other room. If I have an idea or need to tell Ben, I’ll actually go send him an email and he can check it the next day. She, BJ (48:24): She ping, she pings me all night long. I’m like, why are you doing this? AJV (48:28): Spilling up your inbox. SJ (48:29): But you need, but you need a mean, we need to have our marriage too. BJ (48:33): You know? And, and I think you, you just have to be open. Like this morning we were, we were actually driving in here, we’re at a, a an office building. We were driving from Malibu to, to la and Sarah was on her phone plugging away. And I just said, Hey, can, can I have my wife for a minute? You know, can , you know, and you just say it like, I, I need you. I need my wife. Can you put your phone down? Just be here because we’re all, you know, we’re all doing the best we can. But I think it’s important to vocalize that. Like AJV (48:59): Absolutely. BJ (49:00): Otherwise you build resentment. If you don’t, if you don’t say it, she can’t, she can’t know it. Mm-Hmm. . She doesn’t know it. And I think she should be able to read my mind. Well, that, that doesn’t work. You know? AJV (49:10): Well, I, you guys have learned a lot in only three years of working together because my husband, BJ (49:15): Well, it was also, there’s AJV (49:16): Together for 17 years and it took us way longer than three years to learn those lessons. BJ (49:21): Yeah. Way longer. We’re still, we’re still learning them. AJV (49:25): Y’all, this is, I I, I have loved all the different assets or facets of this conversation. And one of the things that I wanna make sure we get to before we run outta time is I want people to know about, you know, just the humane and grace products, right? So you mentioned the skincare line. What else do we need to know when it comes to finding high quality products that are, that are healthy and good for you, that don’t do more damage than they do good. And then where should people go to learn more about human grace? So tell us a little bit about what are the products, right? And then where do we go? SJ (49:58): So we also have, we have skincare, which is amazing. We just got, actually, we just got picked up in Forbes for Best Bo one Top five Body Butters. We had no clue that you don’t have pr. So kind of cool. And we have an incredible wellness line. And so we have a morning supplement, we have a which helps detoxify your liver, it helps with energy, it helps mental clarity. We have a drink. Our number one selling product is called Hydrate Detox. And Ben actually worked with Formulators who did two really huge brands that everyone knows. That, but you know, one brand’s just all sugar one’s all salts. And we said, we actually wanna create a drink that’s a lot of functional benefits. And so we have the most bioavailable l glutathione on the market. It’s patent prebiotic, BJ (50:39): Which, which, which is the Master de detoxifier reduces inflammation. SJ (50:42): Patent prebiotic probiotic. There’s magnesium’s fiber, electrolytes. But we said, going back to the premise, excuse me, it’s like all in one mm-Hmm. , we said people need to do simple swaps. They, we don’t wanna say you have to take these five products today. You know? So we actually partnered that. So we have our bestselling products called the Routine. And it’s the morning supplement. You can take an empty stomach, you take our hydrate detox drink, and then we have our collagen that mixes completely clear in water, which is odorless, tasteless, which is great ’cause you can put it in your coffee. You can also put your hydrate detox drink. But you take those three things in the morning and like you feel good for the day. Like, okay, I, I did something good. I, I feel good. There’s mental clarity, there’s reduced stress. BJ (51:27): You have more energy. I mean, it’s, it’s natural. None of this is caffeine based. This is natural energy production. So coq 10, which helps your mitochondrial activity. And, and I think part of the premise too was people, we all need to drink water, but we like to drink stuff that tastes good. So if we drink water that tastes good, why wouldn’t we put something in it that’s functional? So we need an electrolyte complex. And if we’re gonna do that, why don’t we put a couple other things in there that we all need. We need a reduction of inflammation. Mm-Hmm. The, the body needs to be detoxified, not on monthly basis, on a daily basis. You, you need to be flushing things outta your system. And to do that, you need hydration. And then you need things that help reduce inflammation. And then our guts need to perform well. BJ (52:07): And when our guts perform well, we look better, we feel better, we think clearer. So we put all of that into one product. And that hydrate detox product is become our number one seller. And interestingly, we talked about this. We had a vision of, of what our company would look like and what, you know, initially it was a skincare company. Well, if you look at our numbers, we’re a wellness company. Mm-Hmm. . So we, we have the skincare vertical or, or, or call it our on vertical. The in vertical is, is leading the way right now. And then the around vertical, we have a, a beautiful home care product that makes a ton of sense. ’cause It’s a single concentrate that you can either dilute more with water or dilute less with water to have co higher concentration. So think less water, more concentrate for bathrooms have a deep, clean and multipurpose. Yeah. Deep clean, multipurpose. And SJ (52:51): So some of the most toxic chemicals are under your kitchen sink. And so our one house, house clean product replaces every chemical in house. Yeah. Amazing. We been really intentional. We’ve been fortunate through our networks to be able to get introductions to some of the best formulators in the world. Like our home cleaner. They do all of like the top of the line home, clean home cleaners, non toxic cleaners, BJ (53:12): Formulation group. SJ (53:13): And they now exclusively use our human grace products to clean their lab. So it’s also fun to hear, like, because people, they want, they want to help others. I think even formulators, they, they fall in love with what we’re building. Because it isn’t just Sarah and Ben’s business. These are thousands of people that they’re impacting. And we were able to tell those really cool ingredient stories, product stories, how it’s impactful. It’s, it’s fun. It’s exciting. AJV (53:38): Well, and I love the simplification of what you guys have created. It’s like, you don’t need all these products. We need better products that consolidate into one. And so cool. I lo and, and the fact that you guys are not even three years old yet is simply phenomenal. So just a major congratulations on rapid success. And part of that is like, you know that you’re onto the right thing when it can’t help but spread. And so I can’t wait to see what the next three years look like for you guys. I’ll, I’ll probably likely become a customer this afternoon, so I’ll be, I’ll be doing that in my off hours today, . AJV (54:21): And then also I just wanna share this with all of our listeners, and this will be in the show notes as well, that Sarah and Ben have been so gracious and so kind. To also give us a very special link just for all the influential personal brand listeners. So if you would like to learn more about these products, if you go to Hugh and grace.com/brand builder, that is where you can learn about these. And if you go to that place, you’re gonna get an opportunity to also get 10% off, which is so generous and so kind. So if you’re looking for cleaner and better products to help you with your skincare in, on and around, you know, that’s good. If I can remember it go to Hugh and grace.com/brand builder, check it out, get some products. And then Sarah, Ben, if they just wanna connect with you as individuals, what’s the best platform for people to go to you SJ (55:17): Probably Instagram or LinkedIn, but BJ (55:19): We, yeah. Go to our Instagram page and you, what you’ll see if, if you follow the stories, we have our advocate community. We now have 6,000 people who are selling our products or have signed up over time. And you’ll get to see their stories and what they’re doing and things demonstration. RV , you’ll see, you’ll see some of that too. SJ (55:39): And, and yeah, HelioScope, HUGH people do ask that question. BJ (55:42): Yeah. Hugh and Grace, H-U-G-H-A-N-D-G-R-A-C e.com. Or you can find the same thing on Instagram and AJV (55:50): I’ll be sure to put all those in the show notes as well. Yeah. Awesome. Y’all, thank you so much. Such an awesome conversation. And for y’all listening, I’ll put all the links, all the handles on the show notes. So go there, grab ’em, connect with them, check out these products, and then stick around for the recap episode. That will be coming up next. We’ll see you next time on the influential personal brand.

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25 of the World's Most Recognizable Influencers Share Their Tips on How to Build and Monetize a Personal Brand

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