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Heal Yes! More than just truly natural makeup...
Your personal health journey led to creating Heal Yes! Can you walk us through that transformation?
"During my first pregnancy, my skin became incredibly sensitive – I was reacting to almost everything, including natural makeup brands, and could only eat a handful of foods without reactions. But the bigger challenge came post-pregnancy, when we discovered I had toxic black mold exposure that led to immune suppression and a host of concerning symptoms.
I heard some scary, scary things from doctors and went down various recommended paths, some of which made me feel even worse. People who know me know I'm not dramatic and I have an incredibly high pain tolerance, but there was a point where I was planning my own funeral, mad at God* that I wouldn't be around to see my babies grow--it was that bad.
It took time, but through healing from the inside out over the past 13 years, I've overcome those severe conditions. Don't get me wrong--I still have issues--who doesn't?--but I'm definitely operating at my healthiest now, more akin to how I felt in my early 20s.
This journey taught me that true healing isn't about finding a single solution. It's about patiently layering multiple approaches that work together. There's no magic bullet, and complaining won't get you anywhere. But asking for help in the right places? That will.
I discovered healing happens in stages:
You have to remove what's harming you - that's where nixing toxins comes in (and why I created these non-toxic formulas).
Another priority is the need to rebuild with optimal nutrients. Many people think they eat 'enough,' but between our compromised food quality and individual absorption issues, most of us are running on nutritional deficits without realizing it.
Here's what took me a long time to realize, and I wish I'd been more receptive to the notion: recognizing that recalibrating thoughts and processing past trauma is just as vital as clean products and good nutrition....
I used to pride myself on being 'tough,' just pushing aside difficult memories and 'focusing on what matters.' But when I worked with someone who helped me process childhood traumas, the difference was staggering; my husband even said, "Wow, honey, you look so different!" when I came out of a single session. Ha. I still find that comment equally funny and confusing, but I think it carried weight for some reason or another. It turns out our bodies literally store emotions as if they're physical substances.
In a nutshell, I've learned that there's this trinity of healing:
1. cleansing/detoxifying (including choosing the purest ingredients and products),
2. addressing nutritional deficiencies, not 'just' listening to "experts" who may or may not really care bout me,
3. and processing stored emotions (while ensuring future emotional regulation).
Each piece matters, and they all work together. Skip one, and you're missing a major part of the puzzle in healing and optimizing your health in general.
This understanding became the cornerstone of Heal Yes! It's why we approach both testing and treatment as interconnected paths. We know each person's journey to wellness is unique, requiring its own carefully crafted combination of solutions. And, importantly, it requires something we often resist in our quick-fix culture:
the grace of time to let healing unfold...
If you're suffering physically (or mentally), it probably took time to get there; give yourself time to heal, too.
*I mentioned being "mad at God" when I felt as if it was my end; I'm not mad at God now, and I don't believe we're destined to suffer. I believe God is good and wants us to thrive. That dark moment was just part of my journey to understanding this deeper truth. Sometimes our greatest challenges lead us to our greatest purpose."
Read more about Lauren's 'Heal Yes!' journey here and in Prevention Magazine, online and the select print editions.
Q: The green beauty sector has exploded. What sets Heal Yes! apart from other clean beauty brands?
"While many brands claim to be natural, that's not a regulated term. Non-toxic, natural, non-comedogenic, etc.--so many terms can and do get thrown around for mere marketing purposes these days. At Heal Yes! in our cosmetics and skincare sector, we specifically formulate for ultra-sensitive skin with products that are free from ingredients that many people react to but might not realize – like titanium dioxide, mica, carmine, and talc. The EU has banned or restricted over 1,300 ingredients in cosmetics, while the US only restricts 11. We align more with these stricter European standards."
Q: Your business combines cosmetics with comprehensive wellness testing. What led you to include at-home lab testing as part of Heal Yes!?
A: "My personal health journey taught me that skin issues are often just the visible tip of the iceberg. When I was dealing with toxic mold exposure and post-pregnancy health issues, comprehensive testing was a major step to understanding what was really happening in my body, and, as said earlier, I wish I'd have known to undertake this step earlier in my recovery.
It's all about knowing true root causes. Continually "putting a bandaid on a bullet hole" isn't going to lead to true recovery. You need to know what symptoms are forming for what reason; symptoms aren't arbitrary. They're telling you something. I want to help people get to the root of their health issues so they can truly heal.
That's why Heal Yes! isn't just about what you put on your skin – it's about understanding what's happening beneath it...big-time. The lab testing component came from my firsthand experience that true healing requires this deeper level of insight."
Q: The lab tests you offer range from hormone panels to SIBO testing to genetic insights. How do you help customers determine which tests might be most relevant for them?
A: "We take a systematic approach based on symptoms and concerns. For example, if someone is experiencing chronic fatigue, we might start with our 14-Panel Chronic Fatigue Profile. For those with skin reactions similar to what I experienced, we often recommend starting with the Biotoxin Mold Illness Panel. We've organized our testing menu to align with common wellness journeys – from digestive health to hormone balance to genetic insights. While we provide detailed information about each test, we always encourage customers to work with their healthcare providers to determine the most appropriate testing sequence for their situation."
Q: Can you walk us through how your skincare and cosmetics line connects with the testing side of your business? For instance, if someone gets results from the Biotoxin Mold Illness Panel, how might that inform their product choices?
A: "Having been through mold illness myself, I understand how it can make your skin hypersensitive to ingredients that others tolerate well. When someone gets their Biotoxin Mold Illness Panel results, we can help them understand why certain ingredients might be problematic during their healing journey. For example, we developed our titanium dioxide-free and mica-free products specifically because these ingredients can sometimes be reactive for people dealing with biotoxin illness. The lab results help create a personalized approach to both internal healing and external skincare."
Q: You offer specialized products free of ingredients like titanium dioxide, mica, and carmine. How do your lab testing options help customers identify if they might be sensitive to these ingredients?
A: "Our comprehensive testing panels, particularly the Inflammatory Markers and Nutrient Panels, can reveal underlying sensitivities and immune system responses. While these tests don't directly measure reactions to specific cosmetic ingredients, they help build a complete picture of someone's sensitivity profile. We've found that customers with certain inflammatory markers often do better with our specialized free-from formulations. It's about connecting the dots between internal health markers and external skin reactions."
Q: Looking at your menu categories - TOXIN-FREE COSMETICS, SKINCARE, LAB TESTS, AIR PURITY, WELLNESS - this seems like a very holistic approach to health. Was this always the vision, or did it evolve?
A: "This approach evolved directly from my healing journey. When I was dealing with my health issues, I learned that you can't separate skin health from air quality, or cosmetic sensitivities from internal wellness. Each category in our menu represents a crucial piece of the healing puzzle I had to solve for myself, and, while no one-size-fits-all promises can be made, I do believe many products can help many people. Everything we offer – from our air purifiers to our genetic testing – is something I personally found necessary and sometimes truly privatol in my recovery journey."
Q: With lab tests ranging from $149 to $575, some might say these are significant health investments. What advice do you give customers about prioritizing which aspects of their health to investigate first?
A: "I always advise starting with the tests that align most closely with your current symptoms. If you're experiencing skin reactions, unexplained fatigue, vision changes, and other symptoms that often get confused for something else or ignored (e.g., "It's just stress," my family doctor kept telling me), the Biotoxin Mold Illness Panel might be your priority. For those dealing with unexplained fatigue, our Comprehensive 14-Panel Chronic Fatigue Profile could be the best starting point. We also recommend our Nutrient Panel as a foundational test – understanding your vitamin, mineral, CoQ10, and other important levels can inform so many other health decisions.
These tests are investments in understanding your body's needs. Many of our customers find they save money in the long run by targeting their wellness efforts more effectively. I went through so, so, so much money in my recovery journey before finding what tools really helped me. Personally, I wish more of these panels had been available to me back then; I believe I would have found answers and recovered sooner, but that's my experience."
Q: Could you explain why you choose to make products free of specific ingredients, such as offering collections that are titanium dioxide-free, mica-free, and so forth?
A: "Each of our free-from collections was developed in response to real needs I encountered during my healing journey and those of our customers. Let me break down why we exclude certain ingredients:
Titanium dioxide became a focus when I discovered that people with compromised immune systems or mold exposure often react to it – even though it's considered 'natural' and is commonly used in mineral makeup. Some research suggests it may cause inflammatory responses in sensitive individuals.
With mica, while it gives that lovely shimmer to makeup, it can be problematic for several reasons. Some people experience micro-irritation from the particles, and others react to trace mineral contaminants that can be present in mica. For those with hypersensitive skin, especially during healing from mold exposure or autoimmune flares, even these minimal irritants can trigger reactions.
Carmine-free products are important not just for vegans but also for those with specific allergies – it's derived from beetles, and some people have severe reactions to it.
We also formulate products free of talc, which can be contaminated with asbestos, and free of synthetic fragrances, which often hide hundreds of undisclosed chemicals through the 'fragrance loophole' in regulations.
Each exclusion is intentional and based on either direct experience or evidence from our lab testing work with customers. It's not about jumping on the 'free-from' bandwagon – it's about creating truly safe options for people who need them while they're healing or who have ongoing sensitivities."
Q: Your approach seems very holistic. How does that translate into your product development?
A: We prioritize USA-made, cruelty-free formulas using truly natural and organic-based ingredients. We never use noxious chemicals, GMOs, known toxins, cheap fillers, or synthetic fragrances – including those that slip through the "fragrance loophole" in regulations. Each formula is designed to support not just beauty, but overall wellness.
Q: Do you manufacture all Heal Yes! products in-house?
A: "Actually, we've moved to larger-scale manufacturing, and there's an important reason for that. While I deeply respect artisanal beauty brands, professional cosmetic manufacturing is incredibly complex and requires substantial investment to do right.
Let me pull back the curtain a bit:
When you're creating makeup professionally, you're looking at minimum runs of 10,000 units per shade (5,000 if you're lucky and the manufacturer is still utmost-reputable) - and that's on the low end. Most manufacturers require 20,000 to 50,000 units per shade. Think about that - if you're launching a foundation with 12 shades, you're committing to hundreds of thousands of units. It's a massive undertaking.
While home-made brands can create beautiful products, there are serious considerations around manufacturing practices, sanitization protocols, potential cross-contamination, batch consistency, and accuracy in labeling...
I do not want to come down too hard on small homemade brands, but when it's hobby-level and good manufacturing practices aren't understood and upheld, issues can easily unfold. I've personally purchased a lip product from a small brand, and the formula had mold in it! I've also seen myriad improper labeling, which can be done out of ignorance, if not duplicity.
Given that our products are specifically for sensitive skin, we can't take chances with these factors. Professional manufacturing gives us the rigorous quality control and consistency our customers need, especially those dealing with reactive skin or recovering from health issues.
We've had the same top-of-the-top manufacturers making our special formulas since my first son was born in 2013.
This shift to larger-scale manufacturing is about growth, yes, but it's also about ensuring every product meets the highest standards of safety and consistency for our sensitive-skin community."
Q: What advice would you give to someone dealing with sensitive skin issues?
A: "Everyone's journey is unique – what works for one person might not work for another. I recommend starting small with samples and being patient with the process. It's about finding what works for your specific needs, which is why we offer a friendly return/exchange policy. Also, be aware of environmental factors like mold exposure, which can significantly impact skin health."
Q: What are the advantages of running Heal Yes! from the Texas Hill Country?
A: "The Hill Country business community is unlike anywhere else I've experienced. There's this mix of established business leaders and innovative entrepreneurs, but without the pretense you might find elsewhere. One of my late friends used to joke that you never know if you're shaking hands with a plumber or a millionaire – and often enough, they're the same person! There are so many accomplished service-based businesses here that have built incredible success stories. Plumbers, electricians, contractors – these aren't just jobs here, they're pathways to serious success. You don't get that kind of opportunity everywhere.
What's really special is how this area combines natural beauty with practical advantages, too. We're surrounded by the stunning Hill Country landscape (my property sits atop a plateau with an incredible view!), but we're not isolated. We have easy access to major metro areas, which means we can tap into those markets while maintaining our quality of life and love for homesteading. You can have a meeting in the city in the morning and be back for an evening hike in the hills.
Beyond the logistics, there's a unique business culture here. Most people here are genuine. They value relationships over flashy presentations; those who do the latter are pretty easy to identify. The established business community is incredibly supportive; they understand what it takes to build something meaningful, and they're willing to share their wisdom. There's an unspoken understanding that success here isn't about quick wins; it's about building something sustainable that contributes to the community. I love learning from others. There are many, many goal-oriented, action-taking business-people in our area."
What business advice would you give to other entrepreneurs, especially regarding branding and design?
"Let me share something really candid - I actually over-invested in branding early on. Looking back, we spent way too much on high-end design and branding services before we had fully proven our market. That's a mistake I see other entrepreneurs make too. While professional branding is important, especially in the health and wellness space, you don't need to go all-in right at the start.
Here's what I wish I'd known: Start with good-enough branding that looks clean and trustworthy, then scale up your investment as you prove your market. We could have used tools like Canva for our initial materials and saved that big branding investment for when we really understood our customer base.
That said, I still believe in strategic professional investment, especially when your target market includes people with health challenges. We now use a hybrid approach - professional design for core brand elements, but DIY tools like Canva for our social media and educational content. It's about finding that sweet spot.
My key advice: First, don't over-invest in branding before you've validated your market. Start lean and professional, but not luxury.
Second, be patient with major business decisions. That year and a half waiting for trademark clearance? It taught me that some things can't be rushed.
Third, protect your intellectual property. When someone copied our website text word for word, it showed us the importance of legal protection.
And finally, especially here in the Hill Country - build real relationships in your business community. Those connections have saved us time and money repeatedly, especially in finding the right balance between DIY and professional services.
The trick is knowing when to invest big and when to stay lean. I wish someone had told me that earlier - it would have saved us quite a bit in those early days!
And here's something really raw and real - don't count on initial feedback from friends and family to validate your business idea. When I first started, I had lots of people around me saying 'Great idea!' and 'This is amazing!' But I quickly learned that polite enthusiasm doesn't translate to sales. The truth is in whether people actually pull out their credit cards.
Even more eye-opening was my own family's reaction. You'd think parents and siblings would be your biggest cheerleaders, right? Well, my parents and sister were surprisingly unsupportive - there was almost this undercurrent of wanting to see me fail. It was tough, but it taught me two valuable lessons: First, the only validation that matters is paying customers. Second, sometimes the people closest to you might be the least supportive of your dreams. Maybe it's fear, maybe it's their own stuff - but don't let it stop you.
I've seen so many entrepreneurs get discouraged when their friends and family don't instantly become customers. But here's the thing - build your business for your actual target market, not for your inner circle. Some of my most loyal customers are people I'd never met before they found Heal Yes!, and they're the ones whose opinions really matter for the business. As much as I love the people my DNA is connected to, those people never really had my back; they might have wished me some success, but not more than theirs. That's a sad reality but true in my case, and I know it's not just me.
I do want to note that I have the best husband in the world, and he's always proud and supportive: I couldn't have married a better person and wouldn't be as confident as I am in the business sphere if not for him believing in me. If you're someone who also thrives on having a life partner, pick right! That's literally the most important decision in your life that affects virtually all other decisions, in my opinion."
What have been three significant business challenges you've faced with Heal Yes!?
"Let me share three major hurdles that really tested us. First, there was an intense period waiting for our trademark to process across all our filed categories. We had to significantly scale back our production plans - imagine having everything lined up for major manufacturing runs with the final logo but having to basically sit on your hands! It took almost a year and a half to get full trademark clearance. That's a long time to keep paying bills while holding back on revenue-generating activities. Don't get me wrong--we still made sales to people needing the product and were at liberty to do so--but we held back on some huge production runs as to ensure we had the trademark first.
But I'm glad we waited - having proper trademark protection is crucial.
Second was discovering someone had literally copied not just our product formulations but our exact website text, word for word. It was surreal seeing our descriptions, glossaries, pages, and blog posts on someone else's site. We had to get legal, which is never fun and definitely not cheap, but protecting our intellectual property was non-negotiable. It's one thing to be inspired by someone's business; it's another to straight-up copy everything.
Third has been managing growth. When you're dealing with sensitive skin products and lab testing, scaling up isn't just about making more... it's about ensuring every single batch meets our stringent standards. Sometimes this keeps production at only certain level when we want to shoot for the sky. We've had to turn down potentially lucrative partnerships and opportunities. It's tough watching those opportunities walk away, but maintaining trust with our sensitive-skin community matters more than rapid growth.
Each of these challenges taught us something valuable about patience, protection, and staying true to our mission."
Given your extensive product line and testing options, what are your top three recommendations that everyone should consider as a starting point?
"I almost always recommend our Magnesium Oil Spray ($19.99). It's a foundational product because magnesium deficiency is incredibly common and affects everything from sleep to muscle tension to stress levels. Plus, topical application can be more effective than oral supplements for many people. One caveat is this: I can tingle when applied! Until you get 'used' to it! I put it on the bottoms of my feet at night and my kiddos' feet, too, when they need some assistance getting to sleep. (We can't make the claim that it bolsters sleep, so that's a mere anecdote!)
Second, I suggest our Nutrient Panel Blood Test ($349). People are often surprised to learn they're deficient in key vitamins and minerals despite eating well. This test measures five essential vitamins, three minerals, and coenzyme Q10. Without this baseline knowledge, you might be using products or taking supplements you don't need, which is a waste of money and can be taxing on your body, or missing ones you do.
Third, for skincare, our Tetrahexyldecyl Ascorbate Serum Cream ($49.99). This is the most stable, effective form of vitamin C, coupled with moisture-rich organic ingredients. It's particularly good for sensitive skin because it's less irritating than other forms of vitamin C but still provides powerful antioxidant benefits.
And I just have to add these two as well, because they're game-changers: First, our Love My Gut Kids' Formula ($45.99) - don't let the 'kids' part fool you, it's gentle enough for children but effective for adults too. It's become a staple for families dealing with digestive issues. Also, our Essential Perfecting Primer ($39.99) - it's titanium dioxide-free, mica-free, and iron oxide-free, which makes it unique in the market and perfect for those with sensitive skin who still want that flawless makeup base.
I should mention that before starting any new product regimen, particularly if you have sensitive skin or health concerns, it's worth considering our Biotoxin Mold Illness Panel or our Inflammatory Markers test. These can help identify underlying issues that might affect how your body responds to different ingredients. Remember, what works wonderfully for one person might not work for another - that's why we put so much emphasis on testing and personalization."
What Hill Country Insider opportunities will you be participating in?
"I'm already on the site year-round and in the newsletter, which is great visibility, and, aside from this interview, the mastermind group!"
What deals do you offer?
"If you're reading this, you can use this code for a discount: FOUNDER-INTERVIEW ... the code goes upon checkout. If ever any issues or questions, we suggest just reaching out to us via the email icon at the bottom of the site. Sometimes it's live chat, but most often it's email."
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