The Skinny Confidential Him & Her Podcast - The Hidden Health Risks & Habits You're Exposed To Every Day & What Everyone Should Know Ft. Clara Sieg Of Loonen

Episode Date: July 30, 2026

#993: Join us as we sit down with Clara Sieg – co-founder and CEO of Loonen, a company rethinking the most foundational thing we consume: water. The idea for Loonen took shape during her IVF journey and pregnancy, when she started paying closer attention to what was actually in her water and realized how hard it was to find water she truly trusted for her family. That personal search became a mission: to make clean, trustworthy water the most dependable thing we drink. In this episode, Clara exposes the biggest misconceptions surrounding bottled water, breaks down what's really happening behind water supply chains, reveals the hidden health risks of plastic bottles and endocrine disruptors, and shares practical advice on water filtration and healthier alternatives for daily consumption.   For Detailed Show Notes visit TheBossticks.com   To connect with Clara Sieg click HERE   To connect with Loonen click HERE   To connect with Lauryn Bosstick click HERE   To connect with Michael Bosstick click HERE   Read More on The Skinny Confidential HERE   Head to our ShopMy page HERE and LTK page HERE to find all of the products mentioned in each episode.   To learn more about Loonen visit https://loonen.com.    This episode is sponsored by The90 Head to http://The90.com and use code BOSSTICKS for $50 off.   This episode is sponsored by Just Thrive Go to https://get.justthrivehealth.com/pages/skinny and start your gut health journey today.   This episode is sponsored by Paleovalley Head to http://paleovalley.com/skinny, or use code skinny at checkout for 20% off your first purchase.   This episode is sponsored by Caldera + Lab Go to http://calderalab.com/SKINNY and use code SKINNY for 20% off your first order.   This episode is sponsored by Wayfair Ready to upgrade your home for way less? Head to http://Wayfair.com right now to shop all things home and get your space ready for less.    This episode is sponsored by The Absorption Company Go to http://absorbmore.com and enter BOSSTICKS at checkout for up to 35% off your first order.   This episode is sponsored by ThirdLove Use code BOSSTICKS15 for $15 off your first purchase at http://thirdlove.com.   This episode is sponsored by Neuro Gum For a limited time, you can get 20% off your first order at http://neurogum.com by using code: SKINNY. You can also find Neuro at CVS, Walmart and Amazon Produced by Dear Media

Clariceek is the co-founder and CEO of Lunan, a company rethinking the most foundational thing we consume, which is water. There is such a story here when it comes to overall health and wellness, what we're consuming. And this episode is a perfect blend of what this shows about. It's health, it's wellness, it's entrepreneurship, it's business building, it's branding. With that, Clara, welcome to the Bostics. How did you take interest in the subject of water to begin with? So water was part of a bigger shift in our household. I now have a two-year-old, but I have...

had a very long path to getting pregnant. I ended up going through IVF, and I liked to learn a lot. And so I started doing a lot of reading about what I could do to sort of support the IVF process because it was a period of life that felt like pretty out of control. And like I had very limited agency outside of taking shots and sort of meeting those protocols. And so I looked at lifestyle changes to pair with that. and I learned a lot about plastics and endocrine disruptors. And they're bad for fertility.

And so I went through our house and you know, you can't fully eliminate them from your life. It's just impossible. And there are a lot of good things that come from plastics, right? You think about medical innovation and all that sort of stuff. Great. But in terms of what you put in and on your body on a day-to-day basis and what you're breathing around your house,

you can make real impacts in the way that you're, you live your life that lets you kind of set it and forget it and do 80, 20 the rest of the time. And so I started doing that in our own house, right? Like the food that we eat, for the most part, we eat organic. We don't store it in plastic. We store it in glass and we don't use nonstick. And then moved over to beauty and personal care. And you know the brands that have sort of explained what phallates and bisphenols and these things are and synthetic fragrance and given you an easy button solution.

and the same goes for home cleaning. Like we use a lot of branch basics and vinegar at home. And then I got to the water set, and it was a lot of plastic and plastic-lined aluminum. And in the glass set, very little transparency on what's actually in the water. And we were living in a rental at the time and couldn't put an under-counter filtration system in. I was doing all this countertop filtration and like mineralizing it.

And at some point just felt like I was living in a water production facility. So for most people, is it like when they're thinking about water, if you can do that filtration system, is that a smart thing to do for most people? Yeah, I think we always talk about Lunan as part of the solution, not the full solution, right? Because water is something that's so foundational to life. We have reverse osmosis filtration system under the counter where we cook from. We mostly drink linen at home, obviously. But, I mean, even in the kitchen, a lot of people think like butter, oil or salt is the main ingredient, but water is the top ingredient, right?

What you're cooking your rice and what you're cooking in your pasta and, et cetera. And so, you know, that whole process, I ended up in water and was like, oh, my God. And you know this, when you're pregnant, you're supposed to drink an insane amount of water, when you're breastfeeding the same thing. And your fluid levels grow up by over 50% when you're pregnant. And I just became sort of obsessed with that. And then when I went back to work, I transitioned my daughter from breastfeeding and bottle feeding. And I was super conscientious about the formula that I chose. And then the main ingredient you mix into it is water.

And that for me was sort of the moment where I was like, I think I really want to do something about this. Well, I think like when it's funny, when it comes to water and I'm not going to talk about any other water companies now because I've given them enough love. They've been on this table for years. But you'd think green bottle. You would think that they, like, you hear that they're premium and they're in glass and spring and you think you're doing the right thing. And then you read all these reports that like maybe they're not what you thought they were. And to your point, I think that there's been like a little bit of a duping from the entire industry where consumers believe they're buying a premium clean product in this category. And then you realize it's kind of just like everything else but in prettier packaging.

And I think I don't, I think it's like it's tougher for the average consumer who's trying to do. the right thing. I think it's a really hard category, right? It's mostly owned by public companies and private equity roll-ups and margins are low and glass is heavy and it breaks and water's heavy, right? And so that component of it is just a challenging thing to innovate on. And then I think the reality is that we've learned a lot about plastics and endocrine disruptors recently, right? The research is finally catching up to it. We've known for a long time it's bad for the environment. We haven't had the same knowledge of it being increasingly known that it's bad for our health. And then you add to that the fact that the way that USDA regulation works in the U.S. as it relates to bottled water kind of sets up two camps of bottled water.

So on one side you have purified water where you don't really get credit for the source. and so in the U.S., most of that purified water is municipal tap sourced. That has stuff like disinfection byproducts, forever chemicals, et cetera, that's really, really hard to fully remove from water once it's introduced. So even if it's purified, you could still potentially get traces of those things because it's not fully possible to get it all out. Like there's... Yeah.

I want to be careful saying that because obviously I want people to have water, but you're saying that there's potential that not all of those... things are removed from municipal tap water even if it is purified. Correct. Okay. And then it's often packed in plastic and we talked about how long it can't sit on shelf and the things that can lead to plastic leaching. And then you have the other side of water which you just talked about spring mineral etc. That's not allowed to be filtered if you want to market it as spring water, mineral water, one of those FDA-defined terms. And so you have sources that are part of a globally connected

water system. And there are certainly much better sources than others, but every source changes season to season year to year with surrounding land use and different weather patterns. And also when you're single sourcing a water and then you become a very popular water, that changes the way that that source works, right? Because in many cases, you begin over-extracting, and that changes the quality of the water. And so we sort of step back from that after spending about six months going all over the U.S.,

testing different sources and looking through historical test results and said, how can we make a product that's consistently pure and reliable and not overtapping resources in that same way. And that's how we got to what we do at LUNA now, which is really borrowing from World Health Organization guidance in the way that we approach sourcing and filtration, right? So we're not just doing purification. We're not just doing high-quality source. We're combining the best of both. I have heard from other people who have come on the podcast that even the water that we're bathing with has all kinds of crazy things like birth control in it.

When you were looking at water, did you see crazy things like that that blew your mind? We were only really focused on really high-quality spring sources and testing those. And the footnotes that typically show up there are things like nitrates and arsenic and radium, things that kind of exist in the ground and then any spring source will pull from groundwater. and so that can show up there. I think our municipal system can have those things introduced. I think chlorine is probably the biggest problem from a sort of showering perspective.

I think it's great to have a shower filter, especially if you have young kids, because that can just be inflammatory for their skin. I want to go back to what you were saying about how there's now evidence catching up with what we've kind of always known, because in a weird way when you do a show like this, you say things, and you hear things and you're talking about what people are experiencing, whether it's with

infertility or skin issues or health issues. And then you kind of like shed light on it, but then you get labeled as these things because almost like the science hasn't caught up with, or the, what is it? What am I trying to say here? The explanations haven't caught up with what's actually being said, right? Like the studies, right? But now I think everybody's aware, like microplastics are bad, endocrine disruptors are real, artificial fragrances can cause problems like cleaning supplies have hormone destruction. These are now like if you say you're not. They're studied. It's studied. It takes a long time for the research to catch up with it. Right. And some of the things that might be woo-woo, maybe the research doesn't support them. But in this category,

there's a lot of research around it, particularly around in a current disrupting chemicals and how they impact your hormone system. And that's, your hormone system is definitely went to fertility. So what are the things that you got switched on to from the studies that you're like, oh, I got to like figure this out. That was really the swaps we made at home. I think I have always looked in my life to pair whatever I'm doing on the medical side with lifestyle interventions and changes on that regard. I was raised in the 80s and 90s in Pittsburgh, Pennsylvania, which is not really like

the bastion of health. And my mom had breast cancer most of the time I was growing up. And she had really serious chemo and radiation that saved her life. But she never missed a treatment even though it was really intensive. And she credits a lot of that to the lifestyle changes she made, which was basically eating organic before there was organic food movement. Right. We shopped at a local food co-op.

She called every dairy farmer in the Pittsburgh area and asked if they used bovine growth hormone or not. And then we only shop from the one that said they didn't. She went into our school lunch cafeteria and asked them to stop using industrial cleaners on the tables because, you know, kids open their lunch and eat there. It's like Lauren. And they swap to vinegar and water and they save money. Lauren does that in the classroom. She goes and switches everything in. I'm going to just, this, I'm going to do a woo-w-ramp.

When I am eating my food and I look over and someone is spraying wind decks next to me on the table. It's not good. It's, it's, I don't, it, why? And also, the kids, I know, but the kids, they're eating their lunchboxes and they're taking their little lunch boxes and they're opening it and they all are so little and they accidentally drop their sandwich on the table where the windex has been, it's, it's, it's just such an easy swap and it's actually more affordable. Exactly. To switch to a branch basic or vinegar. Yeah. So I think what I've realized is people get an emotional attachment. to the cleaning supplies that they grew up on. And there's a nostalgia that's affiliated with it where it's almost like it's become so ritualistic that they can't give it up.

And they associate like a lysol or a tide with being clean when it's just bombing us with chemicals. And listen, I'm happy to talk out on my platform and talk about how easy it is to make a swap because it is more affordable. And it's so seamless and easy if you just do it. And once you make the swap, you can't smell that stuff anymore.

You can't go back. I know. Michael's hairspray were working on that one. I don't have hair spray. I was thinking when you... What is in it then? There's a literal health thing. I think there's something in your hair.

Michael, I want to tell you. I use an all natural one. I keep telling you that. Which is this brand? I swear to God it's all natural and then what's it called? Organic Bunny gave me that Jack Henry stuff. What about the Obay hairspray?

Or a Bay. But I only use that for very special occasions. All right. But listen, here's the thing. It's not special occasion because I can smell it. But it's 80-20. I do not want to suck it when you were wearing that hairspray. So if you want me to be into it, you better take that hairspray and throw it away.

Here's where, here's where like I agree. This is like the 80-20, but I've also seen Lauren go into one of those like spray tan paint booths and spray her whole body. So I'm like, listen, a little hair spray compared to that. No. Also, you're in full hair and makeup right now. Yeah, I have to make. I make my concessions, but I really wish you would.

But mine is like a little like, hers is like, we got, we'll see you in an hour when the hair Have you ever seen the Cheeto guy that sprays and his face goes back? That's how he sprays her. No, I know. I know. I actually have no hair sparing right now. That's hard to believe. I think that's go back to the story of your mother because I think that's so ahead of her time to be noticing that they are spraying that on the tables where kids are going to school. Well, it also sounds like she was forced with like a real life decision she had to make so it became important. She's, I mean, I was raised by her, right? So I borrow a lot of the things that I do in my life now from her. But she's amazing. And she researched a lot. And this was before the inner. She went to the library. She read all these different books and learned a lot and then implemented those changes. And I like to remind people of that because it's not that hard. It doesn't have to be that expensive. And some of these things can feel really overwhelming when you start thinking about them and identifying every little piece in your life. And that's why I think it is important to

embrace this sort of 80-20 approach, set it and forget it. And that's the amazing thing about trying to sort of slowly minimize the plastics and endocrine disruptors that are in your home is when something runs out, replace it with something that's a little bit better. When a pan needs replacing, get cast iron or stainless steel and they're not that much more expensive. Sometimes they're less expensive and you can just chip away at it and then in your home where you spend most of your time, where you eat most of your food, where you drink most of your water, you're setting a pretty great foundation. And then when you go out, you live your life. It's really weird because, so I grew up, you know, we're all in the relatively same age. So you grew up in a time with all

of these products, these mass market products. Our parents didn't know better, I don't think. It's just like they're also a byproduct of marketing and shelf spaces before the internet, right? But when you remove all of these things from your life to your point, like, I remember like my college dorm room had like Glade plug-ins everywhere. If I walked into a room, like, I could be, well, we were the Fabriz generation. Of course, we just have. Pabreeze on the bed, all that. If I, I could smell that from a mile away now, right? And I think what's crazy is when you, because we've done all this too, when you remove all

these things from your life, you can taste the plastic in the water, you can smell the forbrize, you can smell the cleaning supply, you can, when someone walks in with perfume or too much cologne, I'm like, and once you realize that, like, you are so desensitized to it, I don't think you can realize that until you remove it. But once you realize how desensitize you were to it, it's really alarming, actually. Yeah. Like, most people have no idea. in and you're around a bunch of offensive cologne or fragrances or artificial smells or like,

you know, things you shouldn't be eating off of. And you don't even notice that that's in your system. I constantly like to edit my life in every area. I like to take inventory. And I think to your point, like you don't have to do it all at once. You can go slow. When you run out, you can replace with different things that are better options. The crazy thing is, though, what I'm saying is when you do get rid of them, like you can never go back. Because then you, now you realize like the toxic soup that you're in. Sometimes I dream about what it would be like is if we got a divorce and you dated someone that was sick that was like no I literally think about this like if the person was just someone who used windax and had glade plug-ins in every wall and wore perfume you'd have to

you'd have to like start over at scratch you couldn't do it I would I just wouldn't do it no no but you like what do you mean there'd be a bunch of girls that are in line for you the problem is all covered in perfume we wouldn't even get to that part because I don't even know how I would strike up a conversation at this point. I would, I do, meaning I, not that I don't know how to have a conversation, I mean, I don't have the time to put in to get to know you again. Like, I already did the whole, I've been doing it for too long. I can't start over. It's too late. Three kids, Mary, like, I'm not doing it. I don't want to know who you are. Taking to Anjan, what, what was that

like for you as a little girl growing up and seeing your mother struggle with breast cancer? I'm sure you didn't know anything different, but that's intense. Yeah, I didn't know anything different. We, I mentioned we grew up in Pittsburgh. We, grew up in a relatively small suburb and community was a really important part of it, right? There were like meal trains, there were different people in and out of the door. We had our family in and out all the time. And so I was young. I mean, she got diagnosed when I was six.

My sister was 10. So I think my sister has more sort of like foundational knew what was going on at the time. Yeah, it was a part of our life that was. not awesome. Could you tell your mom was stress or did she do a good job kind of shielding you guys? No, my parents were pretty, she had a pretty bad prognosis when she was diagnosed. And so they were pretty transparent with us as kids. I think I have this one vivid memory of going downstairs and my grandma was visiting and my parents had explained to us what it was and my mom was sick and everything and they'd put me to bed and my bear was downstairs and I went downstairs and

the three of them were sitting on the couch crying and they never showed that sort of emotion and that was I have that moment in my brain of like okay that was sort of when I knew it was serious but yeah it was just sort of like step by step getting through it it's interesting because if you look back on your life with what you've been through on your own journey and as a little girl it seems like this is all set you up for what you're doing now in many ways yeah I mean I think back to that time period and um people forget that USDA organic certification didn't happen until 2002. So when my mom was going through that and making all those changes, and I remember being at a lunch table,

and I had the lamest food in my lunchbox, right? Everybody else had gushers and ho-hoes, and they're like trading at lunch, and I'm like, does anybody want this dried fruit? Like, somebody take it. I'm like my fruit is good job. It's like our kid. Yeah.

It's good, though. It's good for you. Yeah. And so I think now we're at a point where that sort of community shift and people changing in their homes and making these little adjustments is very similar to food in the organic movement as it relates to plastics and endocrinous rubbers and stuff and trying to minimize them in your home. Like when we go out to eat, I don't know if I'm eating 100% organic or what it's cooked in. You know, you don't have to care that much because you have a good foundation at home. And I think if you can make those small changes at home and be thoughtful about it, it sets you up really well before regulation and that sort of stuff can kind of catch up with what we're learning about. Quick break to talk about Just Thrive.

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There's this book called I Can See Clearly Now by Wayne Dyer that you have to read because it's one of his last books. And he looks back on his whole life and he can see why he went through the things he went through. to be who he was today, which he's passed now. But it's really interesting because it reminds me of your journey. And now you're here and you're doing something that's so important and something we're doing every single day that does make a really big difference. You have to read that book. It reminds me of like your line.

Well, I want to say, and excuse my language, but it's like it's a mind fuck that's been basically put on all of society where these labels like organic or, you know, BPA-free or, you know, like things like raw milk. Like the mind fuck is that actually the labels are showing the ordinary products that are provided by nature. The unlabeled products are the things that have chemical, artificial alterations that we've accepted to be the norm.

Does that make sense? Yeah, it does make sense. So like whenever I, like, it sounds strange when people say, oh, you're cleaning with branch basics with a plant-based mineral or vinegar or you're drinking a raw milk, which is not pasteurize or you're having this kind of whatever organic food. But like that's how we evolved. It's not until modern times that we've used these processes and these new artificial ingredients that we really don't have a lot of time with that we haven't evolved with. It's not that there's a ton of innovation needed. It's there's a little bit of inconvenience needed. Yeah. Like I mean my dad's

older now. He's 82 and when he grew up on a farm in Illinois. And he's like when you talk about raw milk, he's like we talk. He's like yeah. He's like that like, you mean milk? He's like they don't. They, it's these terms now. And I think the, the problem is, is like, you have mass industrialization and you have private equity companies. You have interest groups. And they've tricked the public largely. Not in a, I'm not saying the public's dumb, but people are now accepting things that are not natural as natural and things that are natural as dangerous. Does that make sense? Yeah. And it and it creates this situation where like the people that are moving more into organic or raw foods or to, you know, natural cleaning supplies, like you get those people. kind of get labeled as strange, they're kind of like the non-normal people in society, right? So it's a weird way to think about it. I think about it a lot. What do you think that every water brand should be willing to publish? So we do really comprehensive testing on our water and we publish it on our site every time we do a production run. And that's an important note. There's a standard water quality test that you have to run as a water company annually. You don't have to

it, but you have to do it for FDA regulation from a bottled water perspective. Um, sources change. Right. What does that mean sources change? Well, what we talked about before, right? You have varying weather patterns, varying land use around the sources. So the water that you may be getting, yeah, but the water that you were getting from maybe a bottled water two years ago is it. It's different. Huh. Yeah, and Minerality will change a little bit. And it changes. And I think, you know, if we talk about, you know, how things used to be, if you look into nature, like, there's a reason we're named loon.

And it's after the water bird the loon. Because I've been obsessed with them my entire life. We grew up spending time in a small lake in northern Vermont and there were loons there. And they're just crazy birds and they have a really crazy call. Crazy as a loon is based on the loon. but the amazing thing about loons is that they are monogamous in their migratory patterns every year to the same lakes year after year unless the water quality declines and then they'll stop showing up and so they really are nature's symbol of water purity but if you look at the way that herds travel

and all that sort of stuff they test their water they're attuned to changes in the water all that all those little signals around water quality and we've sort of forgotten that right because water has moved into more of an industrial process. And that's where we, as a company, take a really serious commitment to making sure that we're testing at the source. We're testing on a finished goods basis after we do filtration and balancing with minerality. And we're transparent about that with rubber chemicals, microplastics, herbicides, pesticides, and a standard water quality report. What is a legitimate water test report looking like? Is there something that you can share with the audience you mentioned that they need to update it on their website, but is there things

that are like sketchy to you? There are certain things that you want to pay attention to. And we try to make this pretty straightforward to digest. I also think like chat GPT is a really great resource to try and break this down for yourself because I found it really confusing as a consumer when I was starting to learn more and more about this and just reading different test results and stuff. You want to know what the reporting limit of a test is. The lower it is, the better from the perspective of knowing if something is actually non-detect or not. So reporting limit means the level at which a test can reliably say there is or is not something in it and report on it. So if it's a really high reporting limit and you have a result that says it's non-detect,

it's kind of meaningless, right? Because you've ascribed a really high reporting limit to it. So you want to make sure that the reporting limit is reasonably low. You can figure out contaminant by contaminant basics, what that should be using the internet. I think EWG is a great resource in terms of better understanding water quality, understanding your zip code and the sort of of filtration system you might want to put into your house or countertop picture you might want to start using and then yeah more comprehensive testing like i think water companies bottled water companies if you're providing a product it should be a better product than what you can get out of your tap and the brand that you have is so beautiful yeah i want to i want to switch i mean it really is so

beautiful i do want to say one of the reasons i'm such a fan of this water this is so weird but i told you off air is that it has a huge i like a big old a big spout a big big spout so I can put my electrolytes and my aminos and my creatine and just shake it and go to the gym. I also obviously I'm a fan that it's glass, but I have these by my bed stocked and ready. I love the sparkling too for my moktail every night, but the still is the best because it has such a big spout to put all of your vitamins in if you want to throw something in. No, this is now the only water allowed in these offices. If I see anyone else, another way, it's not. No, but I wanted, I do want to switch gears with you for a little bit because obviously you're a founder you've built a brand that is

growing tremendously it's you see it everywhere you picked a really tough saturated category we literally were just talking about this on an episode ago talking about how if you're creative and you have your own perspective and you build a real conversation real brand that even in a saturated cat we were talking about podcasts but in media but you can stand out and I wonder how you think about it and how you thought about it when you were launching this business knowing you were going into such a competitive space when many would say, hey, why even try? Look, not everybody is going to be as obsessive around water as we are, and that's okay. I think products also need to appeal to people, right?

And I thought about what I found annoying with the glass set when Loonen didn't exist, and there were two things that I was really obsessed with. We made our own custom glass mold, which took a really long time and was expensive. and that's because I wanted a bottle that fit in my car cup holder and had a wider spout, so it felt like you were drinking from a glass when you were drinking from a bottle. So why is anyone designing something that doesn't fit in our car holder? Well, I had the experience of like I would always put the bottle on my car door because it didn't fit in the cup holder. And then, you know, like 10% of the time I forgot it was there and opened the door and then it crashed.

10%? 80% of the time fucking water is spilling all over my car before losing. and it is all over a mess, a nightmare. It's spelling. I forget it. I have ADHD. And what about, I imagine, you know, as you're sharing this idea, you probably got a lot of pushback because to your point, it's like a really tough category. And I wonder, like, how you stayed convicted on, you know, one going after the category

and how you thought about breaking out as a brand in a space where, to your point, a lot of private equity, a lot of big interest groups. Like, how did you? I think the flip side to that is that there's been almost no innovation in the global. asset in a very long time. And the innovation in water largely has been around moving it to plastic line aluminum and plastic bottles, right? A lighter, unbreakable container that we're now learning isn't great for you, but it makes sense that the category shifted that way. What kept me convicted was, well, one, I, at some point my husband was like, I can't talk to you about this

anymore, like find anybody else. So you're just going on and on and on about it. Like when I get obsessed with stuff, I get obsessed with it. And so I reached out to who's now my co-founder, who was a guy who I'd known for a long time and was on the founding team at Spindrift and had led all their operations for the first decade of the business. So he knew how to actually make water. And when it resonated with him because he had been dealing with the linings of cans for

so long, that gave me a lot of conviction. And then the other thing, look, I don't know what I'm doing, but I do feel that every day I make a little bit of progress. I think you know a little bit about what you're doing. I think in terms of building a business and stuff, half of it is just making progress every day and being encouraged to continue to make progress. And then as you're doing that, it's like a very positive feedback loop. And when I started telling people that I was going to leave my job and start a bottled water company, the first reaction was. I was always like, that is so stupid. Don't do it. You just had a baby. Like, this is truly idiotic. And then invariably a week or two later, after I went on my diatribe, I would start getting text

from people, is this a good under counter filtration system? What do you guys use at home? Is this bottled water good? Do you drink this glass bottled water? And the second you start thinking about something that we've all forgotten to think about, right? Like people are obsessed around. what's in their supplements, what's in their protein powders, how their habit stacking, all this sort of stuff, but water is foundational to all of it. And once you start thinking about that, at least my experience is like I couldn't let go of it. Why do people do that? Why do people, when they have an idea and they tell someone, they say, that's so stupid, don't do that. I hear this so many times from so many different founders. Well, I think like- Is that like fear projecting?

Well, I think maybe in some cases they genuinely think it's a stupid idea, right? And I think, Like in a lot of case. Genuinely, the water category is really hard. And I think had I been better informed on how hard the water category was, I probably wouldn't have started something in it. Really? I mean. It's hard.

Who has been drinking this water? I see it everywhere. But here's the beautiful thing about being an entrepreneur in general. There's not like, I don't think I've ever met a single entrepreneur in any category, myself included, that says if they knew all of the misery that comes with building the business, that they would do it. Like you kind of go in, you're ignorant to how hard things are. Like, everything I've learned doing Dear Media and running a media business, if I would have known just half of what I know now, I would have never done it. There's no way. And I think that's

every entrepreneur. Like if I would have told you all the pitfalls and all the headaches, any category, and I think that's the thing is you take the leap and you just kind of go. But it's kind of like these doctors that prepare you for like a bad surgery. Like, oh, I won't be that bad. Like if they told you, listen, it's going to be miserable and like you're going to be out. You're not doing it. It's the same. It's the same. It's the same. It's the same. same thing. But those wisdom teeth are staying in. No, exactly. And the other thing I think where people, the wisdom teeth should stay in. Sometimes people say that is, I think a lot of people, when you hear somebody is going to take a chance on themselves and they're going to take a leap,

it strikes a personal nerve where it's like they want to maybe do the same thing, but they don't yet have the courage or the conviction to do it. So it's like a, it's a guttural reaction to be like, no, like you can't do that. Because if you can do it and they can, it says something about them, right? If they've been thinking about doing it. So I think you also have to be careful who you who I typically try to go. It's good at testing conviction though. Like I actually think it is a healthy process because you're going to be told no so many times once you get started that building a little bit of a thick skin around it and doubling down your conviction and actually going down rabbit holes because of feedback that you get is a pretty healthy process. Let me put you on to third love bras.

I'm going to change your life. Okay. You know what I love? a bra that doesn't cut my circulation off, especially with these boobs, okay? I like something that's comfortable that can help hold them up. I also like an underwear that's comfortable. I do not want my undergarments digging into me like Rose from Titanic. I want something that's comfortable that fits. I want the bra to feel like something I could throw on underneath a white tea and feel confident and comfortable. So enter third love. I heard about this brand, like I want to say, gosh, eight years ago.

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Recently, I've been going wild on upgrading our outdoor space. The summer is so hot in Texas. We're spending a lot of time outdoors in the pool. And I recently found this deck box that holds all of our kids stuff. It's called 120 gallon water-resistant lockable deck box. The thing was only about $125. And Wafer got it to our house efficiently, easily, and set it all up. What I love about Wayfair is that they have pieces to elevate any space, indoor, outdoor.

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Head to Wayfair.com right now to shop all things home and get your space ready for less. That's W-A-Y-F-A-I-R.com. Wayfair, every style, every home. Wayfair, every style, every home. This episode is brought to you by The 90. All right, so we were recently in the sun. We were having a lot of fun.

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between my brand and this company. So if you want to own your light and take your UVA and UVB exposure into your own hands, you have to check out their site. So the brand is giving you guys code Bostics for $50 off the 299 MSRP. So you can head to the 90.com. That's the and then 90.com and use code Bostics for $50. off the regular $299 price. That's the 90.com code bostics. 90% of visible skin aging comes

from UV exposure. So for me, it's really important to be preventative as I age. Henry Ford had a really good quote, though. He said, if I would have asked people what they wanted, they would have said faster horses. Right. Right? And so it's like, you sometimes just have to

take that leap and trust your own gut. Yeah. You know? What's one thing that you believe about the health and wellness industry and it doesn't need to be just water that you think people get wrong. I personally don't have time to do all the things. I don't like I have a new baby. I have a business. I have a husband. He has a business. We're kind of in survival mode. And I think sometimes people get so caught up and speaking all these tiny little things that they don't make any real progress. and what I try to do is just focus on eating good food, drinking good water, sleeping, and moving my body.

You mentioned, though, that you do not give your baby pouches to your two-year-old, right? No. Tell us why. They're all packed in plastic. Right. And if you watch videos of how they're being filled, it's kind of disgusting. And it adds another thing to my to-do list and shopping list. and my daughter's just eaten the food that we eat at home.

When she was really a baby baby, she got blended up avocado, and then eggs got added into that blend, and then vegetables got added into that blend, and then meat got added into the blend, and then she had paté, and it's just easier and it costs less. And I also, this notion that you always have to be feeding your kid, and you always have to have snacks on you is exhausting.

And that's part of, like, I really take a embrace laziness, right? Like I don't get manicures, I don't really wear makeup. I, you know, kind of like streamline things. And just feeding your kid, the food that you feed yourself, it makes your life a lot easier. And not chasing them around with snacks constantly, that makes getting out of the door, easier because I don't have to pack a bunch of snacks.

I love it. And I told you, I said that we have a myo-functional expert for my kids that works their jaw. And she said, give your baby a bone. I told you all there. Yeah. Well, they just in a nod to chew on. Like a steak bone. It kills some time. It kills 40 minutes. And he's sitting there. I told you like a dog chewing his bone, working his jaw out, eating his steak, getting his protein. If you guys are looking for something for your one-year-old to do just throw a bone. That pouch is going to be sucked down in two seconds. Yeah, the pouch gets sucked way too quick. We need something that is a distraction. Get him a bone. No, but we've all, we've done a lot of like airway discussions on this show and talk about, and a lot of these people say like what's

happening with these pouches too is the kids just aren't working their jaw muscles or chewing or they're just slurping these things down. So it's not good for their jaw development, which then that actually makes sense. Because it's like a host of problem. Because think about you're not working the muscle. You're not forming your jaw. Yeah, it's kind of like a bottle for longer. You know, yeah, exactly. Screw ballet and karate. We're doing myo functional therapy over here. Go off the backyard with this meat steak. Your mild functional therapist is coming tomorrow. I've made it like a whole thing. Shout out, by the way, to Rosie, if anyone's looking for a myo functional therapist in Austin.

She's awesome. Bond also has someone. I got to get the name. No, and also with the snacks, I mean, when I was a kid, you get the food on the plate at dinner time. And if you don't eat it, you're having sleep for dinner. Yeah. My daughter eats her meals fully. Yeah, yeah. My mom was like, there's no like, oh, here's another option. I was like, if you don't eat that, like, good night.

We're shutting our door and like, good luck to you. Yeah. What should listeners do tonight today to audit their water? You can go on to the EWG. There are a lot of local resources. You can just Google your zip code, water quality reports, learn a little bit more about the water that's coming into your home. and then if you're renting, they're great countertop filtration systems.

They're a little more annoying because you have to fill them, but get one that fits with what's in your tap water. And think about that from the perspective of drinking water and cooking water. One note, there's a distinction between saying something is two NSF standards and something is NSF certified. I always orient people around if you're going to get a filtration system, or a countertop system, get something that's NSF certified because it's something that you can really trust. And undercounter brand doesn't really matter as much. What matters is that it

installs with your sync relatively easy, easily, that the filters that you have to swap out, call it once a year. Sometimes it's a six-month cadence. That's pretty easy to do and you know how to do it and you can get the replacements easily. And then it's reverse osmastment. Do we have that? We have a whole reverse osmosis system being put in, and then we have nothing but loon in the house. Yeah, but for the filter in the, like in the showers and stuff, do we have something? I also, I also like the bridge shower filters.

Like, I think reverse osmosis locally is not really an option. I'm talking about, like, the things to, the thing to do today is think about the water that you're drinking and cooking with in your kitchen, get a NARA system there. I like a Vitaclean or a Jolie showerhead. And then for the bathtub canopy has an amazing. Yeah, we have a canopy one. Yeah, so those are the ones that you like. Yeah, they work really well.

Okay. My hair's gotten less frizzy. One more question. So if someone is going to make the investment in Loonin, because it's a little bit more of a premium than typical water bottle, like what would you highlight as the main difference between Loonin and maybe like the average plastic water bottle on the shelf? Yeah. So our process is a little bit different than, you know, we talked earlier about what purified water is and what natural waters are and that we try to combine the best of both worlds following World Health Organization guidance.

And that means pairing the highest quality source with the highest quality filtration and how that comes to life for us is we spring source all of our water. We test at the source. We make sure it meets our quality standards. And then we stainless steel tanker it to our bottling facility where we've built out all stainless steel lines and physical. membrane filtration that's all stainless steel. So never any chemical intervention, never any plastics in that process. Then we rebalance it back to the original minerality. So you have the spring minerality that you want, but without any of those footnotes that exist in our globally connected water system. And then we only ever put it in glass. We don't blend up our margins by

introducing plastic or plastic lined aluminum. I don't think that's the right thing for this category. and we test for everything on a finished goods basis. So you know exactly what is and is not in that bottle. And you can cure our code from back of label and see all of that. But if you don't care about that, that's fine. It feels nice in hand because it's been enough to fit in your car cup folder. It tastes really good. It's just a clean, crisp water.

And our sparkling is highly carbonated, but we use this physical agitation process. That is really, like, carbonated. It's very carbonated. And the bubbles are little... But the bubbles are small. They're sophisticated. Exactly.

They're refined. Trust me. You think I don't measure those bubbles in my sparkling water. You don't know me. They are small bubbles now that I think about it. What do you mean? It's the perfect small bubble. Michael, keep up.

It cleanses your palate better. Because I'm more of a still water guy, but I do use your sparkling water with this peak tea adaptogen. No, we have this thing. You have to try this. There's this thing by peak tea. Yeah. Hopefully we have a code skinny.

I don't know if we do. It's called Vesper. Oh, yeah, the Vesper. We are addictive. We are addictive. We are addicted to this. We have it every night. What is it?

It's a little shot. It's an adaptogen. Okay. And you pour it in. We have this Baccarat crystal glass. We both get our glasses. We do it every night. You are fancy.

We put the Vesper in the glass. It's a little shot. And then we take our Loon and Sparkling Water. And we pour it up. And we pour it at the top. And then you put tons of ice and a paper straw. And it is the best. Wait, I love that.

No, I'm telling you. It's like a mocktail, but it helps you wind down at dead. You cannot. But not like a sleep supplement. I can't go about without it. It's like a wind down cocktail drink. It's good. That's really good.

And it's like a little moment of splendor. It's a, I look forward to it. When my kids see us making it, my daughter has a sip of it. And it's like it's time to go to bed. I feel like I'm having like a nagroney, but it's not a negroni. You gotta get this. And when I don't have it, like we ran out the other days like, where's the Vesper? Like freaking out.

But it's, you have to try it. You got to do with the Loon and water. With Loon and water because the bubbles are refined and sophisticated. Yeah. All right. You can also add an orange slice or a little lemon. Okay, so if people want to try it, where can they get it right now? I know you guys are starting to pop up in a lot more places.

We're available at all sprouts nationally. Sometimes there's promos in place, but right now, usually we're $3.99 on shelf. You can get case packs there too, 12 packs. That gives you a little bit of a better value. We're available nationally on Amazon. And I think we're available at Whole Foods National. It's coming at Whole Foods. It is coming nationally at Whole Foods.

We get you guys on Amazon. Now that I know you're at Whole Foods, I'll also be getting it there. You can also go to lunen.com. That's L-O-O-O-N-E-N dot com. Thank you for all of your knowledge on water. It was so great to be. We've never done an episode on water. Now we have.

Thank you for doing this. Thanks for making the trip.