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People love cosmetics; it is a multi-billion dollar industry. They make us look, feel, and smell better but these chemicals are easy to access and make. You can make cosmetics very cheaply and in the USA, there is very, very little regulation on skincare and people don't realize that. So many people will say to me, 'Well, if it's sold at XYZ box store, then it must be safe. It couldn't go on the shelf if it wasn't safe.' That is completely untrue. - Emilie Toups Are You Stressed Out Lately? Take a deep breath with the M21™ wellness guide: a simple yet powerful 21 minute morning system that melts stress and gives you more energy through 6 science-backed practices and breathwork. Click HERE to download for free. Is Your Energy Low? Get more superfoods to improve your energy, digestion, gut health plus also reduce inflammation and blood sugar. Click HERE to try Paleovalley's Apple Cider Vinegar Complex + Save 15% with the code 'JOSH' *Review The WF Podcast & WIN $150 in wellness prizes! *Join The Facebook Group Wellness + Wisdom Episode 444 Co-Founder of Toups & Co. Organics, Emilie Toups, unpacks the secrets of skincare companies plus why we can't even trust most that influencers like the Kardashians are promoting, shares the powerful benefits of tallow and how she first came upon it to help heal her daughter's skin, the beauty of feeling your best, and how to raise a healthy family starting with the epidermis. Is your favorite skincare product actually harming you, not helping you? By the end of this episode, you will learn which common toxic chemicals you should look out for, avoid at all costs, and what to replace them with as soon as possible. Toups & Co. Organics Save 15% with code 'JOSH' At Toups & Co Organics, they believe that skincare products that nourish and restore can come from simple, wholesome ingredients. Emilie Toups began crafting skincare and makeup from her farmhouse kitchen after discovering how organic tallow, high-quality cold- pressed olive oil, and other quality, natural ingredients made a huge difference in her skin and her family's wellness. None of their products use synthetic chemicals, GMOs, toxins, fillers, artificial colors, or artificial fragrances. They support small, family-owned farms that are sustainable, fair trade, transparent and ethical. Some of their many products include: Baby Skincare, Tallow Balm, Frankincense Face Balm, Deodorant, Glow Serum, Makeup, and Body Oil (NEW!) Save 15% with code 'JOSH' Listen To Episode 444 As Emilie Toups Uncovers: [1:30] The Benefits of Tallow Toups & Co. Organics - Save 15% with code 'JOSH' Emilie Toups 437 Josh Trent | Death & Rebirth: Why I'm Saying Goodbye to Wellness Force… How Toups & Co. got its start because of their first daughter's skincare needs for her severe eczema and topical allergies. The moment she realized that what they were feeding her daughter, the standard American diet, might be part of her skin problems. Her family's background and her mother's own interest in herbalism. Why she wasn't interested in the idea of a home birth at first and what changed her mind. The fact that tallow, which is rendered beef fat, is surprisingly beneficial for our skin. How they use tallow in their product line and the fact that they only use it from grass-fed cows that live on regenerative farms. Why tallow is the only skin moisturizer that her mother will use on a regular basis. Unpacking what sebum is: the oil that our skin creates on its own. Why we don't want to use products from soaps to laundry detergents that strip away our natural sebum. [15:45] What's Really In Your Skincare? The Top 3 Skin Offenders The importance of helping regulate your skin's natural microbiome to keep it healthy. Why it's important to avoid fragrances, parabens, Phenoxyethanol, and other bad chemicals in your skincare products even "natural" ones. The fact that the average woman uses 12 products a day with up to 168 different chemicals that cross into our bloodstream. How the chemicals a pregnant woman puts on her skin can be crossed into a developing fetus. What "fragrance" really means on a label and how it can be used to hide up to 4,000 chemicals sometimes in a product. Breaking down why all of these chemicals have been allowed to be even put into our products. The fact that there is very, very little regulation on skincare products. Why some products are put on a store's shelves without even ever being tested. The revolving door of CEOs trading places in organizations like the FDA, Big Food, USDA, Big Pharma, and AIG. [24:00] Secrets of Big Name Skincare Companies The importance of keeping your eyes and ears open so that you are not duped by marketing that promises something is good for you when it really is not. Dangers of traditional cologne and perfumes that you are breathing in and why it's good to switch to an organic, non-toxic product. Why it's no secret that many skincare companies are owned by big business conglomerates that also own other brands in different industries. How companies hide the research and make it appear that their products are safe. Why one research study done in the USA will say something is safe but than somewhere else like Europe will come out saying it's not. The Truth About Olaplex's No. 3 Formula and Its Link to Infertility Why women still continue to use products like Olaplex even though it has harmful side effects including infertility. The fact that many big name products from companies like Neutrogena and Murad that are oil-free have so many harmful ingredients in them. Oil-Free Skincare Lawsuits Pile Up Why it's hard for women to look for more natural ingredients because of marketing or maybe they want to emulate someone else. [31:00] Don't Trust What (Most) Influencers Are Promoting Her hope for women to become more educated about what harmful ingredients can do to your skin and the rest of the body. Different red flags out there that you should rethink about a product before buying it. The fact that the Kardashians own a skincare brand that is full of toxic ingredients and then they're lobbying to get toxic ingredients out of the beauty industry. Kourtney Kardashian Lobbies to Get Toxic Ingredients Out of the Beauty Industry The many hoops that skincare lines (including smaller brands who are doing the right thing) have to go through to be labeled "organic" including paperwork and money. Why it's easier for big brands with money like Target and Wal-Mart to jump through the hoops or find another way to be labeled "organic" while it's much harder for other, smaller brands. What it is about humanity that we're so easily duped into buying products that harm our biology. The fact that our poor diets are causing our skin and hair to be unhealthy and so we turn to what will give us a quick fix. [38:30] The Beauty of Feeling Our Best Why we're seeing more and more lawsuits against skincare brands recently in 2020 and 2021. How to shift our mindset from wanting to "look perfecting" to "looking and feeling our best." Why sometimes it takes us until we're really sick until we finally start making lifestyle changes. The first products you should focus on switching out for both men and women. Why deodorant with aluminum and fragrance should be immediately replaced. What products her husband uses for his face's skincare regime including tallow. The products they have available for you to try yourself. How a shaving soap bar with a brush is a great swap out for shaving cream for men. Why mascara is their top-selling makeup product. The toxins that are found in other mascaras; especially waterproof products. What order she recommends using their skincare products in for your new regime. Why you really only need 3-4 skin products instead of the average 12 you might've been using before each day. [49:30] Raising a Healthy Family What shifted for Emilie for her to go from giving birth to 1 child at a hospital to a home birth for her other 3 children. The mission she has to protect her family not only from toxic chemicals but their minds as well and so they've decided to home school their children. What her children are able to do and experience that maybe they wouldn't have in a traditional school setting. Their family's spirituality and why that is a key part of life for them. How Josh stays curious as he continues to father Novah and look after his family. What helps Emilie and her family move forward and make decisions by also being curious and asking questions. Why wellness is a pentagon with financial intelligence being a key part of it. How to take long-term costs of something into priority like nutrition vs. fast food and getting caught up in the moment of what costs less but not necessarily better for you down the road. Why wellness is a state of mind for her and we have so many chances to make good choices. Power Quotes From The Show What Real Beauty Looks & Feels Like "We want something that makes us look good and feel good. We want to essentially be better and that's why the cosmetic industry is so large. We have a greater desire to look prettier than we do to feel better. Especially with haircare, our diet is so poor that on the exterior, we're seeing the results of years and years of a poor diet which is unhealthy hair, nails, and skin. People want to look like what they see on TV with hair extensions and basically just fake everything. We see this version of a human that isn't even real. A real human has imperfections and that's just the way that we were made but deeper than that we have a society that is more unhealthy than we've ever seen." - Emilie Toups How to Find True Health "Real beauty is health. People who have incredible, vibrant skin and clear eyes that can also think clearly and feel good from real health. So, real health comes from within and it's a food, mind, spiritual, and body connection. When I meet people who have true health, they radiate beauty. Opposite of that when I meet people who are struggling with their health it's never just one thing. It's never just the skincare they're using or the food they're eating or their state of mind, it's all of these things because they're all connected. We are incredible human beings and every single part of the body is connected." - Emilie Toups The Impact of Toxic Chemicals on Skin "Sebum is the natural oil that our skin makes that nourishes and protects it. It is self-regulating and we are constantly washing that important layer on the skin away with soaps and detergents that strip it away which is not good for us. This protective layer is actually an active microbiome of good bacteria and even yeast that needs to stay in balance for healthy, vibrant skin. When that balance is thrown off we have irritated skin, rashes, or dry skin. People have so many skin issues and just having a healthy microbiome on our skin and nourishing it with something that is protective like tallow will solve a lot of these problems." - Emilie Toups Links From Today's Show Emilie Toups 437 Josh Trent | Death & Rebirth: Why I'm Saying Goodbye to Wellness Force… The Truth About Olaplex's No. 3 Formula and Its Link to Infertility Oil-Free Skincare Lawsuits Pile Up Kourtney Kardashian Lobbies to Get Toxic Ingredients Out of the Beauty Industry Environmental Working Group is a 501(c)(3 "Skin Deep" Revenue of the cosmetic and beauty industry in the United States from 2002 to 2020 Kourtney Kardashian Lobbies to Get Toxic Ingredients Out of the Beauty Industry According to Class Action Lawsuits, These Are the Worst Makeup Brands in America Oil-Free Skincare Lawsuits Pile Up More Trouble For Embattled Skincare Firm Rodan + Fields: Its Insurer Is Suing SkincareSettlement.com ACE Family and Catherine McBroom allegedly sued for $30 million following the fall of the latter's skincare brand Fair Packaging and Labeling Act: Regulations Under Section 4 of the Fair Packaging and Labeling Act Lawsuit Filed Against Mario Badescu Skin Care Product Line Shop the Wellness Force Store breathwork.io Paleovalley – Save 15% on your ACV Complex with the code 'JOSH' Seeking Health - Save 10% with the code 'JOSH' Organifi – Special 20% off to our listeners with the code 'WELLNESSFORCE' Drink LMNT – Zero Sugar Hydration: Get your free LMNT Sample Pack, you only cover the cost of shipping Botanic Tonics – Save 40% when you use the code 'WELLNESS40' Essential Oil Wizardry: Save 10% with the code 'WELLNESSFORCE' Cured Nutrition – Get 15% off of your order when you visit wellnessforce.com/cured + use the code 'WELLNESSFORCE' M21 Wellness Guide Wellness Force Community Leave Wellness Force a review on iTunes Toups & Co. Organics - Save 15% with code 'JOSH' Instagram Facebook About Emilie Toups Emilie Toups began crafting skincare and makeup from her farmhouse kitchen after discovering how organic tallow, high-quality cold-pressed olive oil, and other quality, natural ingredients made a huge difference in her skin and her family's wellness. Toups & Co Organics' Mission & Promise At Toups & Co Organics, they believe that skincare products that nourish and restore can come from simple, wholesome ingredients. They use tallow from grass-fed cows, organic cold-pressed olive oil, and certified organic essentials oils from small, family-owned farms that are sustainable, fair trade, transparent and ethical. In their products you will never find synthetic chemicals, GMOs, toxins, fillers, artificial colors or artificial fragrances.