443: From Hobby to Skincare Empire: Bethany McDaniel of Primally Pure on Ancestral Living, Clean Beauty, and Growing a Thriving E-Commerce Business

In this episode, Natalie is joined by Bethany McDaniel, founder of Primally Pure, a clean beauty brand rooted in ancestral wellness principles. From experimenting with homemade natural deodorant to leading a company with over 100 employees, Bethany shares her journey of building a thriving business while balancing motherhood. They dive deep into the science of tallow-based skincare, the challenges of scaling a direct-to-consumer brand, and practical insights on diet, self-care, and creating a sustainable lifestyle.

Natalie and Bethany also share details on how they integrate their own wellness practices into their daily routines. This episode is packed with actionable tips for business owners, moms, and anyone curious about clean beauty, holistic living + building a product brand from scratch.

TIMESTAMPS

00:00 – Natalie introduces Bethany McDaniel and shares the story behind Primally Pure’s creation.

01:11 – Bethany discusses the origins of her brand and how her passion for clean skincare evolved from her personal struggle with acne.

02:53 – The pivotal role her family’s regenerative livestock farm played in inspiring her clean beauty formulations.

05:14 – Bethany and Natalie reflect on the challenges of acne, societal norms, and uncovering the deeper root causes of skin issues.

06:30 – The virality of tallow as a skincare ingredient and its ancestral roots.

08:36 – The rise of clean beauty trends + addressing misconceptions about tallow’s impact on skin.

12:25 – Bethany’s assistant’s skincare journey + the connection between gut health, acne, and the role of functional medicine.

17:18 – Scaling an e-commerce brand: influencer marketing, affiliate programs, and the transition to paid ads.

20:10 – Behind-the-scenes of Primally Pure’s rebrand and the focus on sustainability.

24:34 – Bethany’s decision to go all-in on the business while balancing motherhood and family.

26:50 – The evolution of Bethany’s role within the company and how stepping back as CEO allowed her to focus on her strengths.

29:03 – Navigating the balance between business and motherhood and finding alignment through seasonal shifts.

34:00 – Diet, ancestral living, and the contrast between the American diet and European standards.

38:27 – Raw milk and the resurgence of traditional food practices.

39:34 – A day in Bethany’s life: homeschooling pods, wellness practices, and her flexible work schedule.

44:31 – Bethany’s skincare routine and the power of evening rituals.

47:09 – Primally Pure product recommendations for clean beauty beginners and an exclusive code for listeners.

RESOURCES + LINKS

Visit the Primally Pure Website - Use Code “BOSSBABE” For A Discount.

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FOLLOW

• bossbabe: @bossbabe.inc
• Natalie Ellis: @iamnatalie
• Primally Pure: @primallypure
• Bethany: @bethanyjmcdaniel