04/07/2025
Sometimes I wonder what it's been like for my kids to grow up inside of LüSa--a childhood steeped in the small business that grew up alongside them.
Their lives have been herb-infused and EO-spiked since birth, with childhoods marked by foraging jaunts and farm detours; milking goats and weekend markets.
Unlike most big businesses, LüSa wasn’t born out of a desire for maximum profit growth or income stream diversification. It was born out of a small and simple dream: the desire to be together as a family. Mix in some hopeless optimism, a passion for herbs, and a love for simple, natural baby care, soap, + skincare, and here we are.
No, we’re not owned by a multinational corporation (or, ahem, a bleach company-- I'm looking at you, Burt!). Instead, we’re owned by an imperfect (but trying her damndest to do her best) mama of two. Not a wealthy CEO with a second house in the Maldives sort of person, but a manual transmission 2007 Kia Soul + vintage camper kind of person.
Yep, LüSa is run by not a board of directors but an imperfect human who has anxiety, loves the earth, plants trees, respects chosen pronouns, worries about climate change, and doesn’t think there’s only one right way to be a parent. That’s me: I’m that person. 👋🏼
We built this small family business simply so we might spend more time together as our kids grew up. And indeed, it provided us with just that: a weird but delightful homegrown childhood for them both.
And now, as we round the last bend on our homeschooling/parenting school-aged kids, I can see what a gift the past 2+decades have been. Because, damn! It's been a ride. Not the fancy house and a yacht sort of 'ride', but the heart filled to overflowing variety. The life well-lived type. The grateful for the privilege to have gotten to walk this path with my kids sort of thing.
And how grateful I am for you helping make that dream come true.
And as my second and last kid fledges, I'm looking forward to seeing what unfolds for us at LüSa as we lean into the next 20 years. It'll be grand! And I can hardly wait.
