Minori is a San Francisco based clean makeup brand known as “makeup for people who don't wear makeup”. They launched 3 years ago and focus on creating the most essential, universally flattering products for a minimal, natural makeup look. Minori’s collection of lip glosses, cream blushes, highlighters, and newly launched sunscreen are sold in close to 350 stores in the United States and Canada.
In the episode, Abbey chats with their founder, Anastasia Bezrukova about:
You can follow Minori on Instagram and TikTok or go shop their clean makeup products at minoribeauty.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Jaclyn King is the founder of Old Flame Candle Co, a sustainable candle company redefining luxury home fragrance. In the crowded candle industry, Old Flame stands out by repurposing unique antique vessels into chic, statement piece candles that bring a touch of history and character to your home. But the best part is that these are candles you don’t have to throw away! Old Flame is working to reduce waste in the candle industry by offering a refill service so you can keep your candle burning as long as you want and swap it out with new fragrances when one runs out.
In the episode, Abbey chats with Jaclyn about:
You can follow Old Flame Candle Co. on Instagram or go shop their latest drop of vintage refillable candles at oldflamecandleco.com!
We were also so lucky to work on Old Flame’s branding glow up and website! Click here to see the bts of that project and how we transformed their brand experience.
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Ivana Tay is the Founder and CEO of Playfield, a company that’s defining the "doggy and me" category by creating innovative human centric accessories for people who love their dogs and are constantly on the go. Their hero product is The Bailey Kit - a viral, patent pending dog walking system. And although Playfield has only been live for under a year, they’ve already been featured in British Vogue and is a brand with Victoria Secret Supermodel Taylor Hill's company, Tate & Taylor.
Before starting Playfield, Ivana spent 8 years at Google in the Bay Area and NYC growing major US and Canadian SMBs. She's also an angel investor and certified Pilates instructor. She's passionate about fighting the climate crisis, empowering more diverse builders and creators, and enabling accessible mentorship and education.
In the episode, Abbey chats with Ivana about:
You can follow Playfield on Instagram and TikTok or go shop their modular dog walking kit at ourplayfield.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Serena Advani was working in the beauty industry when she discovered something surprising about the skincare products she was using – most of them were made up of 70-95% water. It seemed strange to be paying for a product that was mostly made from something she could get from the tap at home. And she remembered making her own homemade face masks as a kid with her mom, using recipes that had been passed down by her grandmother that created these powders that you could mix with water to make your own skincare concoctions.
That was the lightbulb moment that led her to start Seadrop – a zero-waste, clean skincare company that makes waterless cleansing tablets that are good for your skin and the environment.
In the episode, Abbey chats with Serena about:
You can follow Seadrop Skincare on Instagram @seadropskincare or go shop their Waterless Hydrating Seafoam Cleanser on seadropskincare.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Patti Oliva started her journey of creating Tony's Denim after struggling to find jeans that fit correctly. It seemed like everything was either too tight in the thighs or too loose in the waist, giving you this awkward gap in the back. She questioned why the waistband couldn’t be adjustable?? Allowing women to tailor their jeans themselves and always get the perfect fit. Since she couldn’t find anything on the market that matched what she wanted, she took the leap and decided to create them herself!
In the episode, Abbey chats with Patti about:
You can follow Tony's Denim on IG or Tiktok or go shop their jeans on tonysdenim.com! (Make sure to use the code "tony10" to get 10% off your order)
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Dr. Thara Vayali, ND is a licensed naturopathic physician in Vancouver and has over 10 years of clinical experience in women’s health. In 2022, she joined her two co-founders to launch hey freya – a women’s wellness brand that provides women with a path from burnout to renewal, through state-of-the-art biomarker testing with proprietary evidence-based supplement recommendations, and culturally competent health coaching.
In the episode, Abbey chats with Dr. Vayali about:
You can follow hey freya on IG (@heyfreya.co) or go shop their products on heyfreya.co!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
During the pandemic, Jess Ruhfus found herself sharing an apartment with two boys and let’s just say that the bathroom didn’t smell… great. She tried everything from sprays to candles to diffusers to drops to eliminate the unwanted smells, but was disappointed with all of the chemical synthetic fragrances and ugly packaging. So she saw an opportunity to create something better, cleaner and much more chic. Enter No.2, an Australian made post-flush perfume drop that's vegan, free of those nasty synthetic fragrances and uses essential oils to nullify unwanted smells. Plus, it comes in a chic, recyclable glass bottle that you'd be proud to display in your delightful bathroom.
In the episode, Abbey chats with Jess about:
You can follow No.2 on IG @no.2_co or go shop their post-flush drops at no-2.co!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Rif (which stands for Regenerative International Female) is a wellness company that makes non toxic, organic period care products using hemp fiber. It was founded by childhood best friends Val Emanuel and Rebecca Caputo in 2022 and they’ve quickly taken off as a trusted new voice in the period care industry. They are all about providing safe and non hormone disrupting cycle care solutions for women and lowering their carbon footprint one period at a time. In the episode, Abbey chats with Val about:
You can follow Rif on IG @rifcare or go shop their products on rifcare.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Resist is a low sugar, vegan protein bar company. Their story started when Drew Lederman was diagnosed with polycystic ovarian syndrome and insulin resistance at 18. Although there are many “healthy” protein bars out there, she couldn’t find one with clean ingredients that didn't trigger her hormonal symptoms or give her a fast blood sugar spike. So she teamed up with her co-founder, Emily, and a board of medical advisors to create Resist and start offering delicious, doctor-recommended vegan bars with a clinically-backed stable blood sugar response.
In the episode, Abbey talks with Drew about:
You can follow Resist on IG and Tiktok or go shop their products at eatresist.com! And use the code "HEARTLED15" to get 15% off your order 🎉
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Sabah always knew that she wanted to start her own business one day, but never expected it to be in beauty. She started her career journey in the fashion world, working at Alexander McQueen, Tom Ford Beauty and Harrods. But as you’ll hear in this interview, life took a turn and led her to launch Calling – a clean beauty brand that puts community first. They officially launched in 2023 with their hero product, Face Fog, and have already been featured in British Vogue and named Best New Beauty Brand by Pure Beauty Magazine.
In the episode, Abbey talks with Sabah about:
You can follow Calling on Instagram, TikTok or go shop their products on callingbeauty.com
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Shreya Aggarwal is a former Dermstore Fragrance Buyer turned wellness founder. She has always been a lover of fragrance and the important role it plays in our lives. Many of her earliest childhood memories are linked back to specific fragrance notes. But it wasn't until she found herself dealing with mental health issues and insomnia that she really began to view fragrance as not just an indulgence, but a powerful tool to improve her wellbeing. That’s what led her to start Caftari – a fragrance brand that uses neuroscents to activate different areas of the brain and support your wellness journey.
Since launching in November of 2023, Caftari has already been featured in places like Oprah Daily, Beauty Independent, W Magazine and mindbodygreen.
(P.S. Shreya is also a Wayfarer client! We designed Caftari’s brand identity, product packaging and Shopify website. You can view the full case study here.)
In the episode, Abbey talks with Shreya about:
You can follow them on Instagram, TikTok or go shop their products on caftari.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Stephanie is a former PR executive, a wife, mother of two kids, a game show winner and now the founder of Finer Liner. After years working in the PR and product development world with brands like Crate & Barrel and Ralph Lauren, Stephanie discovered a common household problem that nobody seemed to be addressing. Using those tacky grocery store bags to line your small trash bins, which never work well and always leave you with icky items stuck to the bottom of the bin.
So Stephanie decide to create a solution and launched the Finer Liner dispenser kit, which is a sleek refillable source of trash bin liners that attaches to the bottom of your trash bin. Think of it like a beautiful tissue box, but for trash bags. You just pull up the first liner, wait til it’s full of trash, then rip it off a the bottom and pull up a fresh one right from the dispenser. It’s genius and beautifully designed.
In this episode, Abbey chats with Stephanie about:
Follow Finer Liner on Instagram and TikTok
Shop their trash bin liners at www.shopfinerliner.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Hella Awkward is a card game for the awkward conversations you’ve been meaning to have. Each card serves as a deep conversation starter to spark unforgettable experiences of connection, laughter and fun, one awkward conversation at a time. Since launching, Hella Awkward has been featured in Essence, Buzzfeed and Health Magazine. And their card games are now available through Target, Walmart, Amazon & Urban Outfitters!
In this episode, Abbey chats with co-founder Brittane Rowe about:
Follow Hella Awkward on Instagram and TikTok
Shop their card games at hellawkward.com!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
It all started when Lila Joy Baumgardner was working as COO at Bank of America and searching for a natural energy solution to fight burnout and heal from years of stress. After discovering the power of naturally-derived energy, she created JoyShot, a functional beverage company bringing powerful energy complexes and convenience to those at their busiest. JoyShot's ready-to-drink, all-natural energy shots feature vitamins and adaptogenic extracts and provide sustained, all-day energy for those on the go.
In the episode, Abbey chats with founder Lila Joy about:
Follow JoyShot on Instagram
Shop their energy shots at drinkjoyshot.com and use the code "WAYFARER20" to get 20% off your purchase!
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You can find the full episode show notes and more heart-led brand building advice at wayfarerdesignstudio.com/blog.
🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources
Rebekah Jaramillo is the jeweler & metalsmith behind Rebekah J Designs, as well as a mother & wife based out of Seattle, Wa. where she produces jewelry & objects with the intention to hold space for all that you are, all the places you are going, and all the important pieces of who you are. Our design studio, Wayfarer, also had the ultimate pleasure of working with Rebekah in 2023 on her big rebrand! We’ve been fans of her work for years and are so thrilled to have her on the podcast to share her founder story.
In the episode, Abbey chats with founder Rebekah about:
Follow Rebekah J on Instagram
Shop her jewelry at rebekahjdesigns.com
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.
Before starting onewith, Hayley Segar, like many women, didn’t really enjoy shopping for swimwear. Nothing seemed to fit well and squeezed her skin, even the suits that were advertised to be “figure flattering”. One day while hopelessly trying to find a swimsuit to take on a beach trip, she thought to herself “Why can’t bathing suits be more like my favorite seamless underwear that actually fits my body and makes me feel good?” That lightbulb moment led her to design her own patent-pending swimwear that’s dig-free, elastic-free and edgeless.
In the episode, Abbey chats with founder Hayley about:
Follow onewith on Instagram or Tiktok
Shop their products on onewithswim.com
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.
Let's be honest, there are A LOT of opinions in the world right now when in comes to skincare. And it can be difficult to find resources that you can trust (and aren't getting some kind of incentive to push certain products). That's where Protea hopes to change the industry through their revolutionary esthetician-match service, connecting you with vetted skincare professionals based on your unique skin’s needs and their specialities.
In this episode, Abbey chats with founder Mackenzie Jorns about:
Follow Protea on Instagram and Tiktok
Website: https://bookprotea.com/
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.
For many women, it can feel impossible to find a bra that really fits. Wherewithal is on a mission to change that and revolutionize bra sizing for women in the 21st century. Their patented bra design allows women to personalize their bra size at any moment, making Wherewithal the most size inclusive bra company to-date, with less than 2 years in-market.
In this episode, Abbey chats with founder Danielle Rushton about:
Follow Wherewithal on Instagram and Tiktok
Shop their bras: shopwherewithal.com/
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.
You might have heard that cranberry juice can help with UTIs (and have probably felt a little shame trying to sneak out of the store with your giant bottle of Ocean Spray). Cranel is on a mission to help women not just prevent UTIs, but really understand how their body works and improve their vaginal health. Their One Stop Shots are packed with 3,000 cranberries and no added sugar, making it super effective at preventing UTIs and balancing vaginal pH.
In this episode, Abbey chats with founders Christine Jurzenski and Erica Schultz about:
Follow Cranel on Instagram and Tiktok
Shop their cranberry shots: cranel.co
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.
5to9 Wine is an innovative alcohol/wellness company that makes wine out of herbs and botanicals – a technique that dates back as far as ancient Rome, Greece, China and Egypt.
In this episode, Abbey chats with founder Nana Meriwether about:
Follow 5to9 Wine on Instagram and Tiktok
Shop their herbal wines: 5to9wine.com
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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.