He Went From Ziploc Bags in His Kitchen to 350,000 Customers. Meet the Founder of Flewd

Some brands start in labs. Others start in boardrooms. Flewd started in a New York City kitchen, with Ziploc bags, late nights, and a founder who was completely burnt out and couldn’t find anything that actually worked.

Before Flewd reached more than 350,000 customers, Michael Lupo was behind the scenes at some of the biggest beauty brands, learning how to build and market products. What he couldn’t find was something that actually helped him feel better. So he went deep, spending months studying the science of stress, absorption, and how the body really responds under pressure.

The first version of Flewd wasn’t polished. It was a homemade formula sent out in Ziploc bags to friends and family, all focused on one thing: whether they could actually feel a shift.

What started as a personal experiment has since grown into a category of its own, blending real formulation science with a more approachable take on stress. Ahead, Michael shares how it all came together and what’s next.

In Conversation with Michael Lupo

He Went From Ziploc Bags in His Kitchen to 350,000 Customers. Inside Flewd You spent years inside major beauty brands before launching Flewd. What did you see behind the scenes that shaped how you approached building your own product? I started my career at L’Oréal as a brand marketing consultant. At that time, what was unique about L’Oreal at that time was that the brand and product development teams were one singular team. It wasn’t a company where the people who created the formulas were entirely separate from the people marketing the formulas, so I learned both sides. It was an incredible training ground for learning how to translate real product science into clear messaging and visual storytelling. I also learned a lot about product marketing claims, and the rules around highlighting different ingredients on labels and what is marketable.  

And after L’Oreal, I continued to work at proof-driven brands helping to meet unmet needs in the market. For example, Carol’s Daughter is an incredible example of a brand that paved the way for an entire category. We had to actually educate manufacturers on the formulas we wanted created that had never been done before. 

So I learned a ton, an absolutely insane amount, about everything from manufacturing to marketing to formulating. But I also kept receiving common feedback that my ideas were just a bit too out there, too “unproven”. So when I had the opportunity to create something on my own, I finally had the chance to put everything I had learned about to work, in a way that was as extra as my real personality and unusual ideas. That’s where Flewd comes in, and why I think it’s so special. Our formulas really do help people dealing with real issues, many of the same issues that I experienced on my own while feeling incredibly burnt out from everyday life like insomnia, fatigue, aches and anxiety, but nothing about the brand is super clinical or boring - it's fun and approachable and surprising.

Take us back to the Ziploc bag phase. What were those early formulas like and what were you trying to solve that you couldn’t find on the market? Well for years I had experienced burnout. I was pretty much always working, always running on empty, and feeling like that was the definition of success. If everyone around me who was also successful was super stressed out, I figured that was just what it took. I spent a ton of my own money on things like gummies, meditation apps, and drink mixes that really never helped me feel any better. Then once I finally left my last job, I had an actual panic attack situation. And that was what it took for me to have the idea for Flewd. 

In the very early days, I spent months and months at the library reading science journals. I taught myself all about the science of stress, and the actual chemical reaction that happens in our bodies when we are attacked by stress signals on an everyday basis (which most of us are). I researched topics like absorption and even ancient hot springs, which is what first led me to the idea for a stress solution rooted in the bath.  Ultimately, this led me to learnings about magnesium, a star ingredient most of us do not have enough of us, and the idea for a bath soak that could deliver on three key principles to allow the formula to actually absorb into the body: the molecule must be small enough to pass through the skin barrier, it must be water-soluble, and there needs to be enough soak time for absorption to happen.

I developed  Flewd’s first formula - ache erasing - and put it into a Ziploc bag. I asked friends and family members to be testers. I sent them the ziploc bags without telling them what they were supposed to feel or what is was really intended for. In the least weird way, I would sit on the phone with them during their bath until I would hear over and over again what I wanted to hear, which was that often within 8-10 minutes they felt a total wave of calm. We actually do all of our initial testing this way still!

You spent years decoding scientific research on stress. What were the biggest misconceptions you uncovered about how we treat stress today? I think the idea that any brand can have just one magic “stress” product, and have that product work for the majority of people is flawed. That would mean we all experience stress in the same way, and we don’t. It’s like saying that one skin serum, or one shampoo, would work for all of us, and we know that’s not true. Stress is a massive umbrella that shows up differently for each of us, and so there should be personalization within the category. 

You went from making soaks in your kitchen to reaching over 350,000 customers. What was the hardest phase of that transition that people don’t see? I’m happy to say that Flewd is successful. We increase our sales and customer base every year, with real reviews from people who feel genuinely supported by what we’re doing. We are a super small team of 4 people and a couple of freelancers and agency partners, and we were a bootstrapped baby from the beginning. But one of the realities of being a small, independent brand in a sea of massive beauty companies is that we can be deprioritized by operational partners. We’ve had to fight tooth and nail for every good deal. But over the last five years, even as others have raised prices given inflation, we’ve stayed totally committed to maintaining our best-in-class formulas and our affordable pricing. We just work really hard everyday to stay focused, listen closely to our Flewdiverse, and grow in the right way. I’m still in the weed every day, and  I’m not sure I ever want to get out of them because I love them. I’m focused on longevity and sustainability over fast, accelerated growth. 

Flewd is positioned as a transdermal stress solution. For someone who’s never heard that term before, what’s actually happening in the body during a soak? There are so many ways that an ingredient can be absorbed by the body. And during the many years that I worked in haircare and skincare, I learned about all of them. Transdermal absorption is one of those ways. It simply means that the body can absorb nutrients through the skin, aka transdermally. Transdermal absorption is more effective than oral absorption by a lot, therefore a better way for the body to actually absorb missing minerals and vitamins faster and in greater quantities. But, the skin is a super great barrier, not just any molecules can get by. So in order to get past that barrier, molecules have to meet certain criteria. They need to be teeny teeny tiny, water soluble, and the correct molecular weight. Before Flewd, no other brand on the market met all of these scientific criteria to actually make a bath soak that can absorb transdermally. After soaking in a warm bath for 15 minutes, the skin is basically ready to soak up all of the nutrients in a Flewd formula like a super sponge. And after the body has been flooded by stress hormones like Cortisol and Adrenaline, nutrients like magnesium help the body rebalance and produce more of the good positive hormones like Serotonin and Norepinephrine rather than being stuck in a fight or flight. 

Magnesium is everywhere right now, but not all forms are created equal. Can you break down the difference between bioavailable magnesium chloride and what most people are used to seeing? The most common magnesium variants that are used in self-care wellness products are pretty big in molecular size so our bodies identify them as “false” versions of the mineral, making them a top priority to be flushed out of our systems once we take them. So we can ingest as much as we want, but if the magnesium  doesn’t stay in our bodies to be drawn on as needed, we won’t feel better. Magnesium Chloride, the type we use in Flewd, is especially unique since it has one of the smallest molecular sizes AND it is one of the most bioavailable meaning our body holds onto it for up to 5 days instead of flushing it out of our system in the first 24 hours or less.

Beyond magnesium, how did you decide which nootropics, vitamins, and amino acids to include and what role do they play in targeting stress symptoms? As part of our foundational and ongoing research we’ve combined over 200 studies that identify the most common symptoms that stress causes for us - anxiety, insomnia, overwhelm, fatigue, migraines, etc - and created a master list of each stress issue we want to help people put on notice. From there we dive into more of our foundational process of consulting hundreds of studies on that specific stress symptom, the specific hormones the body releases, and the unique physiological processes our bodies go through. Those then guide us the best ingredients to formulate with - the ones best suited for that unique stress symptom. For example, we first worked with Nootropics in our Sads Smashing soaks since it’s about helping with our moods when stress makes us feel down and overwhelmed. Nootropics are naturally occurring ingredients that help boost our mood.

Out of all the formulas, which one do you personally reach for the most? I have 2 go-to soaks - Sads Smashing for when I’m feeling down and Fatigue Defeating for when I’m feeling totally burned and exhausted.  I sometimes combine the two using an unscented version of one soak and the scented version of the other. I’m super fortunate to have a jumbo tub where it makes sense to drop two whole pouches in at once instead of just a single soak. But I didn’t invent this, it actually came from one of our earliest Flewdies back in 2020 who was mixing 2 formulas into her bath by only using half each at a time.

If someone is completely new to Flewd, where should they start and why that formula? The thing about Flewd is that there really is no one-size-fits-all soak. That’s actually the beauty of our brand in comparison to every else available. So my first recommendation is to simply identify how you have been feeling lately. 

But the #1 stress symptom is feeling fatigued, feeling tired all the time no matter how much sleep or how much rest. It’s actually in the top 3 things people complain about when they go to see their doctor.  So, I’d recommend the Fatigue Defeating soak as the best starting point for somebody who is shopping with us for their first time!  The star ingredients here are magnesium + tryptophan powerhouse ingredients that help our bodies naturally create two essential hormones that fight burnout -  Melatonin and Serotonin. 

You’ve hinted at expanding beyond bath soaks. Are there particular formats or categories within stress care you’re especially excited to explore next? I keep a huge list of ideas in my phone. What I will tell you is that Flewd is not a bath brand, Flewd is the pioneer of stresscare. So yes, we’re definitely exploring. And I’m super excited for what may come next in the tub and out of it! But whatever we do, we will test it and make sure that it meets our standards aka it has to actually help people catch their calm.

The post He Went From Ziploc Bags in His Kitchen to 350,000 Customers. Meet the Founder of Flewd appeared first on The Chalkboard Mag.

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We Asked a Scientist Why Supplement Studies Feel So Confusing And Her Answer Was Eye-Opening

If you’ve ever tried to “do the right thing” when it comes to supplements, you’ve probably had that moment where nothing seems to add up. One article says vitamin D is essential for everything from immunity to longevity, while another claims it makes little difference. Omega-3s are praised one day and questioned the next. Multivitamins are either positioned as foundational or completely unnecessary.

At a certain point, it stops feeling like clarity and starts feeling like noise.

So we went straight to the source. We asked Dr. Shilpa Raut, Vice President of Research and Development at Cymbiotika, to break down why supplement science feels so inconsistent and what most people are actually getting wrong when they read these studies. What she shared reframes the conversation entirely and, more importantly, explains why so many well-intentioned routines fall short.

Supplements Aren’t Studied Like Drugs

One of the biggest misconceptions starts with how supplements are studied in the first place. Most people assume clinical research works the same way across the board, but that’s not the case.

“In drugs, you’re studying patients with a clear condition and a measurable endpoint,” Dr. Raut explains. “With supplements, you are often studying healthy people or people who are not sick enough to qualify as patients.”

That difference alone changes how results show up. When you’re working with a generally healthy population, the impact of any one intervention tends to be more subtle, takes longer to detect, and is heavily influenced by individual variables like diet, stress, sleep, and baseline nutrient levels. As Dr. Raut puts it, “The expected effect size is often smaller, takes longer to detect, and is more influenced by baseline nutrition, lifestyle, sleep, stress, genetics, microbiome, and diet.”

In other words, the human body isn’t a controlled environment, and that variability inevitably shows up in the data.

Why Results Feel So Contradictory

That variability becomes even more pronounced when you look at who is actually being studied. If someone already has optimal levels of a nutrient, adding more may not create a noticeable difference. At the same time, that exact same nutrient could have a meaningful impact on someone who is deficient.

This is one of the reasons large studies sometimes conclude there is little to no benefit across a population. It’s not that the ingredient is ineffective, it’s that the average result doesn’t reflect individual need.

“Nutrients are not like drugs,” Dr. Raut says. “They work in networks, affect many tissues, and the body’s baseline nutrient status can strongly influence response.”

Once you understand that, the seemingly conflicting headlines start to feel less contradictory and more like an oversimplification of a much more nuanced reality.

The Quiet Problem: Dose

Dosing is another major factor that rarely gets enough attention, yet it quietly explains why so many people don’t see results even when they’re taking “the right” supplement.

“In clinical research, doses are carefully selected to reach a threshold where a biological effect is measurable,” Dr. Raut explains. “Many consumer products provide a fraction of that dose.”

That gap matters. You could be taking a supplement with a well-researched ingredient, but if the dose is too low, it may not produce any meaningful change. From a scientific standpoint, this comes down to dose-response relationships, how much of the nutrient actually reaches circulation, and the individual’s baseline status.

It’s not just about what you take. It’s whether you’re taking enough for it to matter.

It Only Works If Your Body Can Absorb It

Even if the dose is correct, there’s another layer that determines whether a supplement actually works: absorption.

“A supplement only works if it gets into the bloodstream in a usable form. That’s the essence of bioavailability,” Dr. Raut says.

This is where things often fall apart. Many nutrients don’t absorb efficiently on their own. Some require fat to be properly utilized, others degrade before they reach circulation, and some simply aren’t compatible with the body’s water-based environment in their standard form.

Dr. Raut explains it in a way that cuts through the noise: “You can take the best bioactive ingredients on the planet and still get almost none of their benefits. Not because the ingredients are wrong, but because the delivery form is broken.”

Once you understand this, it becomes clear why so many studies produce inconsistent results. It’s often not that the ingredient doesn’t work, it’s that the body never had a chance to use it.

Why Studies Don’t Reflect Real Life

There’s also a fundamental gap between how supplements are studied and how they’re actually used.

To establish causality, researchers isolate variables, which typically means studying a single ingredient at a time. But in real life, people don’t take single ingredients. They take blends, stacks, and combinations that interact with each other in complex ways.

“People are not buying a single ingredient, they are buying a finished product,” Dr. Raut points out.

Those combinations matter more than most people realize. Some nutrients compete for absorption, while others enhance each other’s effects. Some require completely different conditions to be effective. A poorly designed formula can cancel itself out, while a well-designed one can create meaningful synergy.

The Missing Piece: The Final Formula

This is where the conversation shifts from ingredients to formulation, which is arguably the most overlooked piece of the puzzle.

“Many brands cite studies on ingredients, not their actual formulation,” Dr. Raut says.

By the time an ingredient becomes part of a finished product, it has gone through processing, storage, and exposure to environmental factors that can impact its effectiveness. Then it still has to survive digestion, stomach acid, and enzymatic breakdown before it can even be absorbed.

“Before a nutrient can do anything for your body, it has to survive a gauntlet,” she explains.

That’s why she emphasizes the importance of testing the final product at the actual dose and format people use, not just relying on ingredient-level research. Because ultimately, that’s what determines real-world outcomes.

How to Cut Through the Noise

For anyone trying to make smarter decisions without getting overwhelmed, her advice is surprisingly simple and practical.

“If I had to simplify it down to three filters,” she says, “is the dose clinically relevant, is the delivery system designed for absorption, and is the claim based on the ingredient or the finished product?”

Those three questions alone can dramatically change how you evaluate what’s worth taking.

The post We Asked a Scientist Why Supplement Studies Feel So Confusing And Her Answer Was Eye-Opening appeared first on The Chalkboard Mag.

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Your Brain Wasn’t Designed for 237 Notifications a Day

Most people don’t think of notifications as stress.

They think of them as normal. The text buzzing during dinner. The Slack notification popping up mid conversation. The instinct to check Instagram while waiting for coffee. Tiny interruptions have become so embedded into daily life that most of us barely register them anymore. But our brains absolutely do.

According to a recent review published in Nature Human Behaviour, young people now receive a median of 237 notifications per day, with those interruptions linked to worsened attention and disrupted task performance.

And while that statistic sounds dramatic, it also feels strangely believable. Modern life has trained us to exist in a constant state of partial attention, where focus is repeatedly interrupted before the brain ever has the chance to fully settle into it. We answer emails while eating breakfast, scroll social media while watching television, and check texts during workouts, meetings, and even moments that are supposed to feel restorative.

The problem is, the human nervous system never evolved for this level of continuous stimulation.

Why Notifications Feel So Draining

One notification may not seem like a big deal. But neurologically, every alert forces the brain to shift attention, process new information, assess urgency, and then attempt to return to the original task.

That constant switching comes at a cost.

Researchers often refer to this as “attention fragmentation” or “cognitive fragmentation,” a state where focus becomes repeatedly disrupted throughout the day. Over time, the brain starts adapting to interruption as its default mode.

In practical terms, this can look like struggling to concentrate, feeling mentally exhausted by mid afternoon, rereading the same sentence multiple times, or constantly feeling busy without actually feeling productive.

And increasingly, researchers believe the issue isn’t just screen time itself. It’s interruption frequency.

One recent study found that notification volume and phone checking behavior were more strongly associated with cognitive disruption than total daily screen time. In other words, a day filled with nonstop interruptions may be more mentally exhausting than spending several focused hours watching a film or editing photos.

Your Nervous System Interprets Constant Alerts as Stimulation

Part of what makes notifications so difficult to ignore comes down to dopamine and anticipation.

The brain is wired to seek out novelty, social validation, and unpredictable rewards. Every notification carries the possibility that something important, exciting, validating, or urgent might be waiting for us. That uncertainty creates a loop that keeps people checking their phones even when they don’t consciously want to.

And unlike older forms of media, smartphones never really offer closure. There is always another refresh, another email, another update, another video.

As a result, many people stay in a low grade state of mental vigilance throughout the day without realizing it.

Research continues to link excessive smartphone use with increased anxiety, emotional exhaustion, disrupted sleep, and elevated stress levels. While phones themselves are not inherently harmful, experts increasingly believe the nervous system needs more uninterrupted moments of recovery than modern life currently allows.

Why Silence Now Feels Uncomfortable

One of the stranger side effects of constant stimulation is that quiet moments can start feeling unnatural.

Waiting in line without checking your phone. Going for a walk without headphones. Sitting in an Uber without opening an app. Drinking coffee without simultaneously consuming information.

For many people, those moments now create discomfort instead of calm because the brain has adapted to continuous input.

That doesn’t mean technology is bad. It means the brain was designed for rhythm, recovery, and sustained attention, not hundreds of micro interruptions spread across every waking hour.

Attention May Be the Next Big Wellness Conversation

For years, wellness culture focused heavily on optimization. Better supplements. Better sleep tracking. Better routines.

Now, there’s a growing conversation around protecting attention itself. People are turning off nonessential notifications, creating screen free mornings, leaving phones outside the bedroom, and becoming more intentional about when and how they consume information. Not because they want to disconnect from modern life entirely, but because many are realizing how much calmer and clearer they feel when their brains are not constantly being interrupted.

The reality is, most people aren’t craving more information anymore. They’re craving the feeling of being able to focus, think clearly, and fully land in the present moment again.

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Living Well with Jeanette Thottrup, Founder of Seed to Skin: On Bridging Nature and Science in Skincare

Jeanette Thottrup isn’t trying to convince you to add another product to your routine. If anything, she’d probably tell you to slow down and pay closer attention to what your skin is already telling you.

Her approach is less about chasing results and more about understanding where they come from. That shift came from a personal experience that led her out of fashion and into natural medicine, where she began connecting the dots between internal health and what we see on the surface. Skin, in her world, isn’t something to fix, it’s something to read.

That philosophy became Seed to Skin, her Tuscany-based line, where botanicals are grown, transformed, and formulated within the same ecosystem. It’s a setup that keeps her close to every step, from soil to formula, and it shows in how she thinks about efficacy, something that starts with the quality of the plant itself.

Here, Jeanette shares how it all came together, what she’s learned along the way, and how she approaches living well today.

Discover more from our Living Well series, spotlighting the routines, rituals, and perspectives shaping how today’s founders take care of themselves here. 

Living Well with Jeanette Thottrup

For those meeting you for the first time, how do you usually describe what you do today? I am the founder of Seed to Skin, a clean, high-performance skincare brand born out of our organic farm and dedicated laboratory in Tuscany. We bridge nature, the potency of organic, raw ingredients with green molecular science to create highly efficacious, sustainable products. I see myself as a farmer, researcher, herbalist, and formulator, and I aspire to be a biotech scientist. 

All working to translate the unique energy of our land into transformative skincare.

You’ve had such a multifaceted path, from fashion to wellness to skincare. How do all those chapters connect for you now? For me, it all connects very naturally now, even though it didn’t at the time.

I started in fashion and loved the fast-paced, creative world, but when I went through the experience of not being able to get pregnant, everything shifted. It made me reassess what truly matters and led me into wellness.

Studying natural medicine deepened my understanding of the body and the connection between inner and outer health. That’s when skincare really clicked for me. Skin isn’t separate, it reflects everything happening within us.

I still draw from my background in fashion, especially my sensitivity to texture and how something feels, not just how it performs.

Looking back, all of those chapters have come together. Everything we learn becomes part of our language, it just takes time to see how it connects.

When you first started building Seed to Skin, what did you feel was missing in the skincare industry that you couldn’t ignore? When I first started building Seed to Skin, I saw a clear divide in the skincare world that I couldn’t ignore. On one side, there were science-led formulas that delivered results but often lacked purity and connection to nature. On the other, natural skincare felt clean and beautiful, but didn’t always truly perform.

I never believed you should have to choose between the two.

For me, the real shift was rethinking where efficacy begins. It starts with the raw material, fresh, potent botanicals grown in clean, living soil. Before biotech or complex processing, there is the plant itself. That’s why creating our herb house, where we can grow, harvest, and transform ingredients at their peak, became essential.

By working this way, and pairing it with rigorous formulation and clinical testing, we’ve been able to show that you can have both: true natural integrity and real, visible results. That was the foundation, and it still is.

“Green molecular science” is such a distinct positioning. How did you arrive at that philosophy, and what does it mean in practice? Green Molecular Science emerged from a simple yet important realization: nature is incredibly powerful, but only if the skin can truly receive and use what the plant offers.

Early on, I saw that many natural ingredients were beautiful in theory but not always effective in practice because their molecules were too large, too unstable, or not sufficiently bioavailable to penetrate where they are needed. At the same time, conventional science was solving this—but often at the expense of natural integrity.

So the question became: how do we elevate nature without compromising it?

That’s where Green Molecular Science was born. It’s about understanding how to transform botanicals at a molecular level—through processes like fermentation, double extraction, and gentle bio-conversion—to make them more active, more stable, and more easily recognized by the skin.

In practice, this means:

+ Shrinking molecular size to enhance penetration
+ Increasing bioavailability so the skin can actually use the actives
+ Preserving the full intelligence of the plant, rather than isolating or stripping it down
+ Working with living processes, not against them

It’s not about replacing nature with technology, it’s about guiding nature to perform at its highest potential.

Ultimately, Green Molecular Science allows us to bridge what was once divided: the purity of natural skincare with the proven efficacy of advanced science.

You chose to build your own lab instead of outsourcing. That’s a big decision. Why was that non-negotiable for you? Building our own lab was never really a question, it was essential.

From the beginning, I wanted to control the entire journey from seed to skin. Not just the formulation, but the quality of the soil, the way the plants are grown, when they are harvested, and how they are transformed. You simply can’t achieve that level of integrity if you outsource every step.

But for us, it goes even further than having our own lab. We have the farm, a herb processing house, the lab, and a spa, all working together. We call it our skincare village. This ecosystem allows us to observe, test, and refine in real time. We can follow an ingredient from the field, through extraction and formulation, all the way to how it performs on the skin.

That immediacy is incredibly powerful. It means we are not relying on static data, we are constantly learning, adjusting, and improving.

In the end, it’s about proximity. The closer you are to every step of the process, the more truth, quality, and performance you can build into the product.

Sustainability is often overused in beauty. What does it actually mean to you in practice at Seed to Skin? Sustainability is a word that’s used a lot, but for us, it’s really about consciousness in everything we do.

At Seed to Skin, it’s not a separate initiative, it’s embedded in how we think, build, and operate every day. From creating our lab within the village to support the local community, to offering meaningful work and sharing knowledge, it’s about being part of a living ecosystem rather than extracting from it.

We work closely with small growers and local producers, both in Tuscany and around the world, supporting traditional practices and helping sustain smaller communities. It’s important to us that what we create has a positive impact not just on the skin, but on the people and places behind each ingredient.

And at the same time, we are constantly asking ourselves how to reduce our carbon footprint, how to grow better, produce more responsibly, and waste less.

For us, sustainability is not a claim, it’s a continuous responsibility

Can you walk us through what happens inside your lab that makes your formulations different from traditional “natural” skincare? Yes, what makes our formulations different actually begins long before anything enters the lab.

In traditional natural skincare, formulation often starts with pre-made ingredients. For us, it starts at the level of the plant, how it is grown, when it is harvested, and most importantly, how it is transformed before formulation even begins.

A large part of our work happens in what we call our herb house. This is where we carry out extractions, fermentations, and other bio-transformative processes on fresh botanicals. By the time an ingredient reaches the lab, it is already highly active, its molecules refined, its potency enhanced, and its bioavailability significantly improved.

So when we begin formulating, we are not working with raw or passive materials, we are working with living, intelligent extracts that have already gone through multiple stages of activation.

This completely changes the role of the lab. It becomes less about assembling ingredients and more about fine-tuning, balancing, and delivering these actives in the most effective way.

In essence, our formulations don’t start in the lab, they start in the field and the herb house, where the real transformation happens.

For someone new to Seed to Skin, where should they start? For someone new to Seed to Skin, I would always suggest starting with a few key products that allow you to really feel the philosophy on your skin.

At its core, our approach is about restoring balance, strengthening the skin, and working with its natural intelligence—so beginning with the essentials is the best way to experience that.

I would start with:

+ A gentle cleanser to respect and prepare the skin, like The Divine Cleanse
+ A serum to deliver active botanicals where they are needed most - The Biom’Sphere
+ And a face oil or cream to support and protect the barrier - The Midnight Miracle or The Cure, one of our best selling 24 hour creams.

From there, you can build depending on your skin’s needs, whether that’s more hydration, repair, or targeted treatments. But more importantly, it’s not about using many products, it’s about using the right ones consistently and allowing the skin to rebalance over time.

Seed to Skin is not an instant approach, it’s a long-term relationship with your skin.

What does your skincare routine look like right now, morning to night? In the morning, I wash with The Divine Cleanse, or if I really want glass skin, The Clarity Cleanse .

Then my all-time go-to The Dew Mist. It is like a morning coffee for the skin, and you see the instant difference in plumper, more refined skin.

Then the Light Source, or in the summer, often just the Biom’Sphere and the Light Time Recovery Eye Cream. 

At night here’s what I use in order. 

+ The Divine Cleanse
+ The Fermen’Tonic
+ The Alche’Mist™
+ The Night Source
+ Eye Time Recovery Eye Cream

What does “living well” mean to you now, compared to a few years ago? Living well means something quite different to me now than it did a few years ago.

Today, it’s much more about slowing down—really stopping and being present enough to understand the moment I’m in, rather than constantly moving towards the next thing. It’s about creating space to go deeper, to reflect, and to make more conscious choices in how I live.

I think much more about what I eat, how I nourish my body, how I spend my time, and the energy I surround myself with. It’s less about doing more and more about doing things with intention.

For me, living well now is about awareness, simplicity, and depth. Choosing quality over speed, and being fully present in the life I’m actually living.

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Sleep Experts Say Your Alarm Clock Might Be Ruining Your Sleep. Here’s What to Do Instead

For something that shapes how we start every day, the alarm clock is surprisingly unquestioned. Most of us fall asleep with our phones nearby and wake up to a jarring sound that pulls us straight into stress and stimulation. It feels normal, but it might be working against us.

The team behind the Loftie Clock, led by founder Matthew Hassett, set out to rethink that moment. Designed as a phone-free alternative for your nightstand, it replaces abrupt wake-ups and late-night scrolling with something more intentional, from gentler alarms to built-in sound experiences that support better sleep.

We spoke with Loftie’s sleep advisor, Dr. Amit Shetty, and Hassett to break down what’s actually happening in the body when we wake up and why a softer, more natural approach might make all the difference.

What actually happens in the body when we wake up to a loud, abrupt alarm?

Dr. Amit Shetty, Sleep Advisor:
When you wake up to a loud, abrupt alarm your body transitions to a fight or flight state which is normally activated during times of stress or danger. Activation of this state by the sympathetic nervous system leads to an increase in your blood pressure and heart rate and causes the release of cortisol and catecholamines which are stress hormones. Subsequently, this can result in sleep inertia which is a period of impaired cognition and grogginess that can last for minutes to hours depending on what stage of sleep was disrupted.

How does a harsh wake-up affect cortisol levels and stress throughout the day?

Dr. Amit Shetty:
A harsh wakeup triggered by a loud alarm can stimulate an immediate stress response resulting in a surge of cortisol release.

What is a more natural way to wake the body up, biologically speaking?

Dr. Amit Shetty:
The most natural way to wake the body up is through gradual light exposure mimicking sunrise. This allows the body to prepare for awakening before consciousness occurs.

Why is the concept of a “two-phase alarm” more aligned with how we’re meant to wake?

Dr. Amit Shetty:
Waking up from a two-phase alarm allows for a more natural and less abrupt awakening. A gentle, initial stimulus can help shift a sleeper from a deeper to a lighter stage of sleep prior to a second stronger stimulus. This helps prevent sleep inertia which is a period characterized by sleepiness and poor cognitive performance.

What did you feel was broken about the way most people wake up today that made you want to create Loftie?

Matthew Hassett, Founder of Loftie:
The alarm clock hasn't been meaningfully rethought in decades and in the meantime, the phone replaced it entirely. So now the last thing most people see before they close their eyes and the first thing they reach for when they open them is a device designed to capture their attention indefinitely. Nine out of ten Americans use a screen in the hour before bed. And we've all just accepted that as normal. Loftie started with a simple question: what if the thing on your nightstand actually helped you sleep instead of working against you? The Loftie Clock replaces every reason you think you need your phone at night , alarm, white noise, sounds to fall asleep to without the infinite scroll, the notifications, or the blue light.

Most people don’t question how they wake up. What made you realize that the traditional alarm clock might actually be working against us?

Matthew Hassett:
Thoreau wrote that he went to the woods to live deliberately and that idea is literally where Loftie comes from. Our company started as 'Deliberate Digital' and our app is called Deliberate. I became obsessed with the moments in our day that we've stopped being intentional about, and the wake-up is the biggest one. A University of Virginia study found that waking up to an alarm causes a morning blood pressure surge 74% higher than waking up naturally. Other research from RMIT University shows that harsh, beeping alarms actually increase grogginess compared to gentler, melodic sounds — the opposite of what most people assume. Your body doesn't want to be jolted out of sleep. It wants to be eased out. That's why we designed the Loftie Clock with a two-phase alarm: a soft first tone that brings you to light sleep, followed by a slightly louder second tone that completes the wake-up. It works with your biology instead of against it.

If you’re rethinking how you wake up, this is a simple place to start. Shop the Loftie Clock.

The post Sleep Experts Say Your Alarm Clock Might Be Ruining Your Sleep. Here’s What to Do Instead appeared first on The Chalkboard Mag.

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A Doula’s 5 Must Know Tips for Pregnancy and Postpartum

Lori Bregman, a celebrity go-to doula, shares what actually matters when it comes to supporting yourself through pregnancy, birth, and postpartum.

I’ve been working in the birth world for 26 years and have supported around 1,600 births in person, as well as coached thousands of mothers and parents to be around the world through my virtual doula and coaching programs. My philosophy is simple: there is no right or wrong way to do birth, pregnancy, or motherhood. No two people are the same, and what works beautifully for one may not work for another.

I work very closely with my clients throughout their pregnancies, taking the time to truly get to know them because the way you do life is the way you will give birth and, ultimately, the way you will show up as a mother. I ask my clients to let me educate them so they can make informed choices. I will always be their sounding board, but I will never make decisions for them. My role is to support them in the choices that feel right for their body, their baby, and their family.

One shift I’ve noticed recently is that more and more women are wanting to take back their power and have autonomy over their bodies and their choices when it comes to birth. With social media, podcasts, and more access to information, women are realizing there are other ways to do things. At the same time, the medical model of care has, in many ways, moved in the opposite direction.

This isn’t always the fault of doctors. Our healthcare system is broken, leaving many providers overworked, underpaid, and with little time for true support. I know incredible doctors who have chosen to go out of network, saying, “I can’t practice this way. It’s eating away at my soul, and this isn’t why I went into this work.”

Out of network care often offers longer appointments and deeper continuity, but it’s financially inaccessible for many families. Midwifery care, on the other hand, is inherently patient led, with more time spent keeping you healthy so you aren’t risked out of care. Many doctors see birth as something to be managed, while midwives allow it to unfold, stepping in only when necessary.

Some midwives attend hospital births, others work in birth centers or at home. While home birth isn’t right for everyone, it’s often misunderstood. I’ve witnessed extraordinary midwives welcome babies into the world with deep respect for both the baby and the parents. If more OB GYNs experienced home births during training, the way they practice would likely shift.

If you’re home birth curious, I always recommend scheduling a consultation with a midwife. Most are free, and you’ll walk away with valuable information, whether or not it ends up being your path.

Whatever your choices are, here are five things that will truly support you before, during, and after birth:

Know Your Intentions

Birth preparation isn’t something to leave until the final weeks of pregnancy. Start learning early and get curious about what matters most to you-how you would like to give birth, Where you feel safest giving birth, how you want to feel, who you want supporting you, and what kind of experience you’re hoping to create through pregnancy, birth, and beyond. From this place find your reason for wanting to do it this way or have this experience. It gives your intentions a foundation. Set intentions rather than rigid expectations, remembering that birth is fluid and not set in stone. Adaptability and flow is part of the process.

Choose Your Team Wisely

Explore all of your options—home birth, hospital birth, birth center, epidural, induction, unmedicated birth, cesarean and more. Notice whether you’re more holistically or medically minded, and let your birth intentions guide you as you build the right team around you. Ask lots of questions, and pay attention not only to the answers, but to how you feel in their presence. Do you leave feeling inspired, supported, and respected? Or do you walk away feeling fearful, unheard, or bulldozed like your choices don’t matter? Teamwork truly makes the dream work. These are the people who will be supporting you through one of the most transformational moments of your life, and they have the power to either empower you or disempower you. Meet with more than one provider if possible. Clarity comes when you understand your “why,” and when your team aligns with it.

Educate Yourself

I see people all the time investing enormous amounts of time, energy, and money into their wedding day—the photos, flowers, cake, venue, dress… Everything was carefully planned. And at the end of it, they’re left with beautiful memories. Yet when it comes to birth, many people simply go along with what others suggest, without doing much research or education of their own. Birth stays with you for the rest of your life, and it imprints your baby as well as it’s their very first impression of the world. The time you spend learning and educating yourself so you can make informed choices is truly your first step into parenthood. Your baby is completely dependent on you to advocate and decide on their behalf. Knowledge is power and if you don’t know your options you might not be given any. Go into your prenatal appointments with a list of questions so you can make the most of the limited time you have with your care provider. Consider taking a non-hospital , as hospital classes are often limited and focused on one particular approach. Read uplifting, inspiring books on birth and listen to podcasts that expand your understanding. Birth matters far more than most people realize.

Hire A Doula

Hiring a doula can be one of the most supportive choices you make during pregnancy and early parenthood. All doulas practice differently, and I truly believe there is a doula out there for everyone. Some support birth, others specialize in postpartum, and many do both. Doulas are non-medical care providers who support your mind, body, and spirit throughout pregnancy, birth, and the postpartum period, working in tandem with doctors and midwives to create a more supported and informed experience. Research also shows that having a doula can make a real difference in outcomes, including lower rates of cesarean birth, shorter labors, reduced need for pain medication, and higher rates of breastfeeding initiation. The best way to find the right doula is to ask around -friends, care providers, and health practitioners often have great recommendations, and you may notice the same names coming up. Meet with a few, ask questions, and most importantly, check in with yourself about how you feel in their presence. Comfort, trust, and connection matter deeply when choosing who will walk beside you during such a transformative and important time.

Focus on yourself

No one else is birthing or raising your child. What worked for your sister, mother, best friend, or a random influencer might not be what is best for you or your family. The most important thing you can do is stay true to yourself.

Be mindful of who you spend time with, too. People often share their opinions without thinking, and their fears or doubts can plant seeds in your mind that don’t belong to you. These stories are often projections, not truths.

Don’t compare your journey to anyone else’s; pregnancy, birth, and motherhood are profoundly individual experiences. There is so much pressure to get it “right,” and I’m here to remind you there is no perfect way to birth, mother, or parent your child. You are perfectly imperfect and exactly what your baby needs.

Perfection is an unattainable goal. All you can do is your best, and your best is more than enough. Trust your instincts. For nine months, your baby was a part of you, as you were two souls under one skin. Even though the cord is cut at birth, there will always be an invisible, energetic cord that binds and connects you to your child forever.

Motherhood is not about performing; it’s about listening, feeling, responding, and trusting that everything you need is already within you.

About the author:

Lori Bregman is a doula, coach, advocate, and author of The Doula Deck, Mamaste, and The Mindful Mom-to-Be, with over 26 years of experience supporting women through pregnancy, birth, and the profound transition into motherhood. Having attended more than 1,600 births, Lori’s work bridges ancient wisdom with modern day realities, helping women trust their bodies, reclaim their intuition, and feel deeply supported during one of life’s most transformative passages.

Through her comprehensive in person doula services and virtual offerings including The Transformational Journey Into Motherhood, a coaching experience that guides women through the emotional, physical, and spiritual metamorphosis of becoming a mother, as well as the Mindful Mom-to-Be Group Coaching Program and Doula Your Way, her signature 12 week virtual coaching and mentorship program for doulas, Lori uplifts, empowers, and deeply supports both mothers and birth professionals to show up authentically, confidently, and in alignment with who they truly are.

As an advocate for maternal choice and women’s wisdom, Lori’s mission is to change the way birth and motherhood are experienced, one woman and family at a time.

The post A Doula’s 5 Must Know Tips for Pregnancy and Postpartum appeared first on The Chalkboard Mag.

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A Better For You Vanilla Doughnut with Blue Magic Glaze

There’s something undeniably nostalgic about a doughnut. The color, the glaze, the feeling of getting away with dessert before noon. But Sabrina Rudin doesn’t believe you need artificial dyes or a fryer full of oil to get that magic.

In her new cookbook Healthy with a Side of Happy, Sabrina reimagines the classic vanilla doughnut with a vibrant Blue Magic glaze made entirely from plant-based color. No petroleum-based dyes, no neon mystery ingredients. Just naturally sweetened, oven baked doughnuts with a soft, cake like crumb and a glaze tinted with spirulina and butterfly pea flower powder. The result is playful, eye catching, and completely Chalkboard approved.

Inspired by her long-standing stance against artificial food dyes and a colorful bakery moment that sparked the idea, these doughnuts became an instant hit with her boys. They’re proof that you can give kids the fun, bright treats they love while keeping the ingredients clean and intentional. A little nostalgic, a little modern, and entirely delicious.

Read our recent In The Kitchen With interview with Sabrina here. 

Recipe

Recipe reprinted with permission from Healthy with a Side of Happy by Sabrina Rudin © 2026. Published by Union Square & Co., an imprint of Grand Central Publishing, a division of Hachette Book Group. Photography by Linda Pugliese.

Makes 12 donuts

1 cup gluten-free all-purpose flour without xanthan gum, such as Bob’s Red Mill
1 cup almond flour
2/3 cup coconut sugar
2½ teaspoons baking powder
¼ teaspoon baking soda
½ teaspoon fine sea salt
1 teaspoon ground cinnamon
1 cup unsweetened oat milk
½ cup coconut oil, melted
2 large eggs
¾ cup powdered maple sugar
¼ teaspoon blue butterfly pea flower powder
Edible flowers, for garnish (optional)

Preheat the oven to 350°F.

In a large bowl, whisk together the all-purpose flour, almond flour, coconut sugar, baking powder, baking soda, salt, cinnamon, oat milk, coconut oil, and eggs until smooth and free of lumps.

Meanwhile, line a large serving platter with the butter lettuce.

Using a nonstick doughnut baking tray, spoon ¼ cup of the batter into each doughnut mold. Bake for 15 minutes, or until the doughnuts are dry, golden brown, and pull away from the sides of the pan. Allow them to cool slightly, then remove them from the pan and let cool completely, about 10 minutes.

Meanwhile, in a small bowl, whisk together the powdered maple sugar and 2 tablespoons water. In another small bowl, whisk together the blue butterfly pea flower powder and ½ teaspoon water. Add a few drops of the blue to the maple sugar and, using a spoon, gently swirl the two together to create the look of tie-dye. Do not overstir the icing unless you’d prefer a solid blue color.

To ice the doughnuts, dip the top into the icing, then let any excess icing drip off before flipping the doughnut over and placing it on a plate to set. Repeat for each doughnut.

Serve immediately or store in an airtight container at room temperature for up to 3 days.

Recipe reprinted with permission from Healthy with a Side of Happy by Sabrina Rudin © 2026. Published by Union Square & Co., an imprint of Grand Central Publishing, a division of Hachette Book Group. Photography by Linda Pugliese.

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