As People reports, actress and mother of two Jessica Biel is starting a new wellness venture, and the inspiration behind the brand started with her experience buying teething products for her children. “You read the back of these labels and then when you start looking up what some of these things are, it doesn’t fit my values as a mom,” she tells People.
To create her line, a clean health and wellness brand for families, she tapped natural-products entrepreneur Jeremy Adams who bonded with Biel over the struggle of parenting. “We just said, ‘You know what, we can do better than this,'” Biel says. “It’s like once you have the information and then you start to research different ingredients, you start to think more about like, ‘Well, I wouldn’t put that in my body. Why would I put it in my kid’s body?'”
Together, the duo co-founded Kinderfarms, and their first launch is a line of supplements and electrolyte solutions known as Kinderlyte ($28), which are available in kid- and adult-friendly formulas and are made without artificial sweeteners or flavors. “It’s creating an option for families who have different value sets,” says the star, “and would like to have some kind of opportunity to make a different choice for their kids.”
The most important thing was to create products that I really felt I could stand behind as a mom and as a woman and a wife,” Biel tells People. “And say to my family and my friends, I really trust that the ingredients in these products are effective and non-toxic, just cleaner. That’s the priority.”
Stay tuned to NewBeauty for more information on Kinderfarms.
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