June 26, 2023

Supernaturals: Empowering Digestive Freedom - Discover the Magic of Gut Health

Lindsay, the co-founder of a gut health focused supplement brand, Super Naturals Health, shares their journey of starting a business in 2015 with just $300. They overcame challenges, focused on their best-selling IBSolution, and found joy in customer success stories. Lindsay advises aspiring entrepreneurs to fill a genuine need for higher chances of success. Their mission remains unchanged: improving the lives of those with gut health issues.

Lindsay, The Co-Founder of Super Naturals

Chris: Hello, Lindsay. It's a pleasure to meet you. 

Lindsay: Hi, Chris. Nice to meet you too.

Chris: Great. Let's get started. The first question is about your brand company. Can you share its history, mission, and values? How did it all begin?

Lindsay: Well, it all started with my husband's personal struggle. He had been dealing with severe stomach issues, specifically irritable bowel syndrome (IBS), for his entire life. As a touring rock musician, it was quite challenging for him to manage these issues while constantly on the road. Despite seeking help from renowned gastroenterologists in Beverly Hills, he was told there was nothing they could do except recommend fiber and Metamucil. However, he didn't give up. With his engineering background and determination to find a solution, he delved into extensive research on natural products.

Fortuitously, a friend introduced him to a multilevel marketing product. Although he had no intention of selling such a product, he decided to give it a try. To his surprise, after a week of using it, his stomach started to improve. This was a turning point for him, as he had already been experimenting with various supplements and natural ingredients. The combination of his existing regimen and this new product brought him relief for his symptoms. He realized he had found something valuable.

Years later, we met, and he had always believed that his discovery could benefit others. Then, one day, while watching a TV show, he heard someone calling in, describing their severe stomach issues and the negative impact it had on their life. At that moment, he felt compelled to manufacture his own blend and share it with others. At the time, I was working as an executive in the fashion industry, feeling burnt out from a demanding career. I had expertise in e-commerce and, one day, after a particularly tough day at work, I came home and told him we should start our own company.

With just $300, we embarked on this venture. He had already found potential manufacturers, and I spent evenings building the website from my living room couch. Within 30 days, we became profitable. Soon, customers began purchasing additional bottles and writing to us, expressing how our product had improved their lives. We realized we were onto something significant. We started advertising and the company grew from there.

Our mission has always been to help as many people as possible who suffer from debilitating gut health issues regain control over their lives. We wanted them to be able to eat normally, enjoy daily activities, and pursue their passions without the limitations imposed by their conditions. It's disheartening that an estimated one in five people experience some form of gut health issue, often undiagnosed and with limited medical options for help. Our mission remains unchanged. Over time, we have expanded our product line to include other gut health products, a natural sleeping remedy and an anti-inflammation joint solution. These additions align with our goal of addressing chronic health issues through natural ingredients, providing relief and support to those in need.

Chris: Understood. By the way, did you and your husband found the company together? And in which year did you establish it?

Lindsay: Yes, we founded the company in 2015. We got married in the next year and I left my full-time fashion career around early 2016 to fully focus on the business. So, since then, running the company has been both of our full-time jobs. Well, as full-time as you can be with a four-and-a-half-year-old at home, but we manage it together.

Chris: I see. My next question is about the challenges you encountered during the launch of your brand. How did you overcome them?

Lindsay: Absolutely. As we grew and became more established, we faced two major challenges. Firstly, being in the natural wellness industry, where we help people with their health issues, we had to be cautious about the claims we made regarding our products. We wanted to inform people about how our products work and how they can benefit, but we had to navigate the restrictions imposed by regulations and avoid making any prohibited claims. It's a constant balancing act to communicate effectively while complying with FDA guidelines.

Chris: That sounds incredibly challenging.

Lindsay: Yes, it certainly is. It's a delicate line to walk between Facebook's strict advertising policies and the FDA's regulations. We have to be mindful of what we say and how we say it.

Chris: Absolutely.

Lindsay: Another ongoing challenge since our company's inception has been reaching the vast number of people who suffer from gut health issues. The market is highly competitive and saturated with numerous gut health and supplement companies. Every day, new brands emerge, most of which do not actually work. So, finding ways to connect with more individuals and get them to take a chance on our brand is always a challenge. Because we know that 85% of our customers report great results, we offer a money back guarantee so it’s not much of a risk. Initially, when we started with our first product, IBSolution, we also faced the challenge of addressing a topic that people often found embarrassing to discuss openly. Digestive health issues, such as frequent diarrhea or irregular bowel movements, were not commonly talked about at the time.

Chris: I understand the obstacles you've faced.

Lindsay: Today, discussing digestive health openly is a common occurrence. However, when we founded our company, there wasn't a prevalent online community where people openly talked about their bathroom issues. It was a different landscape back then. Now, there is a massive online gut health community discussing these issues, and we strive to be a part of that conversation. In this space, so many individuals are promoting their own products or protocols. So, it's important for us to stay relevant and engaged.

Chris: That makes sense. Alright, moving on to the next question. What is your best-selling product? Is it still the first product you introduced?

Lindsay: Yes, we are primarily a hero product company, and our best-selling product is still the IBSolution.

Chris: Ah, the one featured on the main landing page.

Lindsay: Exactly. We have strategically marketed our brand around that product. We don't aim to offer a vast range of random vitamins in the market. Instead, we create purposeful blends that address specific issues, including inflammation and sleep, but our main focus is gut health. While we do have other products like a great multivitamin and fish oil, they are designed to complement our core focus. They serve as a way to enhance overall wellness and increase the average order value on our website. Customers who love our IBSolution often choose to add our Probiotic, which synergizes well and delivers better results. Once they trust our brand, they realize that if they're already taking a multivitamin, they might as well choose ours. We offer bundle discounts, and these upsell opportunities have been highly successful for us. Many of our customers, primarily within a certain age group, experience other complementary issues alongside their existing gut health problems, such as inflammation or trouble sleeping. We can assist them with these additional concerns, and they willingly add those products to their IBSolution.

But indeed, our primary focus is to help individuals overcome their digestive issues. It's not the most glamorous topic—I mean, my husband used to be a rock star, and I came from the fashion industry, and now we sell products related to digestive health. It has been quite an interesting journey. Nonetheless, our focus remains on the IBSolution. Additionally, our Gut Health Starter Kit, which includes the IBSolution and the Premium Probiotic, is highly popular among our customers.

Chris: It's great to see how you're making a positive impact, even with a different background.

The next question is about what you love most about your job. What aspects of running your business do you enjoy the most, and what keeps you motivated? It has been around eight years since you started in 2015. What continues to drive your motivation?

Lindsay: Absolutely. The thing I love the most about our job is witnessing the success stories of our customers. Whenever I see new orders coming in, I sometimes take a moment to go through them and discover customers who have made numerous purchases with us—49 orders, 72 orders, and even those who have been with us since our very first month and continue to buy every month on auto-ship, eight years later. Hearing these stories from our customers is the highlight of my business. I genuinely enjoy it when people reach out and share how we have positively transformed their lives. It's incredibly motivating to receive messages from individuals who express that they can't imagine being without our product. These customer stories fuel our motivation and guide us on our path to grow and reach more people who genuinely need our products. Additionally, being able to work for ourselves and having the freedom to spend time with our preschool-aged child, setting our own schedule, and having the flexibility to work from anywhere in the world are the true beauty of having our own e-commerce brand.

Chris: That's the beauty of e-commerce, having the freedom to manage your own time while simultaneously providing value to your customers.

Lindsay: Absolutely. It grants us wonderful flexibility and allows us to spend quality time with our son.

Chris: Nice. Lastly, we have an important question for you. What advice would you give to someone starting their own business?

Lindsay: My advice would be to focus on filling a genuine need. If you have a product, service, or even an opinion that fulfills a need people have, it will work. Our business thrives because we provide a product that people genuinely need, and it effectively solves their problems. So, if you can identify and offer something that fulfills a need, chances are you'll find success.

Chris: That's absolutely true. It's fantastic advice. I appreciate that. That's all I have for today. Thank you so much. 

Lindsay: Thank you. Have a great day. Goodbye.


In conclusion, Lindsay's inspiring journey of co-founding the supplement brand Super Naturals Health, showcases the power of determination and a genuine desire to make a positive impact. Starting with a personal struggle and a $300 investment, they overcame challenges and built a successful business centered around their best-selling IBSolution. True fulfillment comes from witnessing the transformative stories of their customers and knowing that their products are improving lives. Lindsay's advice to aspiring entrepreneurs to fill a genuine need serves as a reminder of the importance of providing valuable solutions to make a lasting impact. With an unwavering mission to help individuals with gut health issues regain control over their lives, Lindsay and their team continue to drive forward, bringing relief and support to those in need.

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