Seth Spears is a Colorado-based entrepreneur who as soon as taught shoppers tips on how to make their very own non-toxic private care merchandise. He says prospects valued the outcomes however not the precise manufacturing course of. “They saved asking us for ready-made variations,” he informed me.
So he launched Wellnesse, a direct-to-consumer model producing all-natural self-care items, in 2020. Toothpaste shortly grew to become the dominant merchandise.
In our latest dialog, Seth shared the origins of Wellnesse, the demand for holistic oral care, advertising challenges, and extra.
Our whole audio is embedded beneath. The transcript is edited for size and readability.
Eric Bandholz: Who’re you, and what do you do?
Seth Spears: I’m the founder and chief visionary officer of Wellnesse, a B Company that produces all-natural private care merchandise. Our flagship merchandise is a mint-flavored whitening toothpaste, made with out poisonous elements resembling fluoride, glycerin, or sodium lauryl sulfate. We consider what goes in or in your mouth impacts your whole physique, so our focus is on protected, efficient alternate options that outperform standard choices.
Our toothpaste’s key ingredient is micro hydroxyapatite, a naturally occurring mineral that makes up your enamel and bones. In contrast to fluoride, it helps remineralize and restore enamel, filling comfortable spots and even reversing minor cavities. We’ve acquired a whole bunch of testimonials from prospects who’ve seen main enhancements in oral well being.
We additionally use extracts from neem, a tree native to India, for whitening, and inexperienced tea extract for general gum and tooth well being — elements that work synergistically for stronger, cleaner enamel. Many purchasers with delicate enamel, usually longtime Sensodyne customers, report decreased sensitivity and higher outcomes after switching to our toothpaste.
Earlier than Wellnesse, I co-founded Wellness Media, a well being schooling firm that taught folks tips on how to make their very own private care merchandise. Our viewers beloved the outcomes however didn’t need the effort of creating them, in order that they saved asking us to promote ready-made variations. As an entrepreneur, I acknowledged repeated demand as a enterprise alternative.
We launched Wellnesse in 2020 as a pure private care model, beginning with toothpaste, shampoo, conditioner, and deodorant. Whereas we nonetheless provide all these, oral care shortly grew to become our most profitable class and is now our main focus.
Bandholz: Many shoppers are rethinking fluoride and turning to holistic dentistry.
Spears: We work intently with holistic and organic dentists by an advisory board that opinions the most recent science on protected, efficient oral care. These practitioners reject outdated strategies resembling routine drilling and fluoride use, as an alternative emphasizing the function of food regimen, dietary supplements, and the pure oral microorganisms.
We companion with influencers and communities that worth non-toxic residing. Our prospects aren’t in search of the most cost effective possibility; they need merchandise that align with a clear, health-conscious life-style. They’ve usually handled dental or well being points and at the moment are in search of a extra superior, fluoride-free possibility.
As consciousness grows across the connection between life-style and oral well being, holistic dentistry continues to achieve momentum. Customers are questioning elements and demanding transparency.
Bandholz: So that you’re rising by these practitioners. How do you discover them?
Spears: There’s a robust community of holistic and organic dentists with their very own organizations and conferences. We’ve sponsored a number of of these occasions in recent times to construct relationships and lift consciousness of our merchandise.
Many connections additionally occur organically. When prospects point out their holistic dentist, we frequently ask for introductions. Typically these dentists attain out after sufferers suggest us.
We keep each affiliate and wholesale applications. Some dentists inventory our merchandise, whereas others favor to advertise them. We offer samples for dentists to share with sufferers, to expertise the advantages firsthand. This multichannel method ensures our partnerships stay genuine and real.
Bandholz: What advertising tactic is working greatest in 2025?
Spears: Development has slowed in 2025. It’s been a difficult 12 months. Meta stays our main customer-acquisition channel, however efficiency has declined in comparison with earlier years. We’re nonetheless bringing in new prospects there, nevertheless it’s taking extra testing and creativity to seek out what resonates.
Our best Meta method has been a “us versus them” comparability, showcasing our clear, pure elements aspect by aspect with these in main manufacturers. It highlights how our formulation are safer and more practical with out being confrontational. We keep away from focusing on particular firms instantly. Procter & Gamble and comparable enterprise manufacturers have deep pockets and authorized groups, and we’re not in search of that form of combat.
We’re experimenting with Reddit adverts, particularly in well being and oral care subreddits, in addition to some campaigns on X. Nevertheless, the outcomes have been weaker on these channels. We’re now in full testing mode, attempting completely different angles and messaging. We frequently deal with ingredient high quality, however we additionally use influencer-style movies that includes actual prospects.
We had a robust e mail checklist (from my Wellness Media firm) constructed by instructional content material — podcasts, blogs, and tutorials targeted on well being, vitality, and pure residing. We repeatedly despatched newsletters that includes recipes and DIY private care guides, which helped us domesticate a loyal, knowledgeable viewers.
After we launched Wellnesse, that checklist gave us a ready-made buyer base. A lot of these subscribers prioritized holistic well being, and a number of other grew to become associates.
The panorama has undergone important modifications since then. Conventional internet online affiliate marketing, primarily based on content material websites and e mail lists, has largely shifted towards influencer advertising on social media. Immediately’s promotions depend on selfie-style movies and private testimonials, which really feel extra genuine to audiences. To me, this development is simply too self-focused — nevertheless it’s undeniably the place consideration and conversions are occurring.
An company manages our advert technique, so my focus is on broader course and messaging fairly than each day marketing campaign tweaks. Total, there’s no single breakthrough channel in the meanwhile. It’s about fixed experimentation and adapting to the altering advert panorama.
Bandholz: I heard that when enamel is gone, you may’t rebuild it. Is that true?
Spears: Not fully. Tooth encompass hydroxyapatite, so when toothpaste comprises that mineral, its tiny particles can penetrate crevices and assist remineralize enamel. However oral well being isn’t nearly brushing; it’s additionally closely influenced by food regimen and mouth acidity.
If you happen to’re consuming loads of processed or sugary meals or consuming soda, your mouth turns into extra acidic, which might result in cavities. Brushing helps, however it may well’t totally offset a poor food regimen. A nutrient-dense, low-sugar food regimen wealthy in protein and greens helps stronger enamel and general well being.
I favor a paleo-style food regimen — lean meats, fruits, greens, nuts— however there’s no one-size-fits-all method. Everybody’s physique chemistry is completely different. Getting blood work and allergy testing may also help you perceive your particular person wants and optimize each oral and full-body well being.
Bandholz: The place can folks comply with you, attain out to you, purchase your merchandise?
Spears: Our web site is Wellnesse.com. My private web site is Sethspears.com. We’re on Instagram and Fb. Discover me on LinkedIn.
