Crunchi Skin Care: How Two Mompreneurs Are Working Toward Toxin-Free Makeup by Belinda Lichty Clarke

Mompreneurs Melanie Petschke and Kelly Weston are on a mission to raise awareness about potentially harmful ingredients in your everyday skin-care products. A board certified family nurse practitioner and a healthy lifestyle advocate, respectively, they’re the co-founders of a successful toxin-free cosmetics company, Crunchi, and they’ve leading a nationwide movement toward a healthier approach to makeup. 

Q. How did you come together as mompreneur partners? 

"We met seven years ago when we were at a very similar stage in life trying to navigate through this challenging phase and make the right choices for our health as well as for our growing families. Through this process, there were many things we both found to come as a pretty easy transition. However, the one category we both found ourselves struggling to find a safer alternative was cosmetics. The safer options available simply did not perform. We quickly realized we were not alone in this dilemma and discovered a huge void in the marketplace for cosmetics that met both our safety and performance standards. We decided to take on the challenge of creating safer cosmetics that could compete with the conventional; products on the market. We were confident it could be done."

Q. What were your primary environmental concerns that prompted you to create a safe cosmetics line? 

"Due to a lack of regulation, the United States FDA permits cosmetic companies to use chemicals known to be harmful in their products. As a result, chemicals linked to cancer, endocrine disruption, reproductive toxicity, developmental toxicity, immunotoxicity, organ toxicity, neurotoxicity and many other health concerns remain in the conventional cosmetics women are using on their bodies every day. Utilizing years of compiled evidence-based research and safety data, and research from non-profit health organizations, we have thoughtfully selected ingredients that will not put your health at risk."

Q. What would you like to share with moms looking for safe cosmetics?

"As a mother, you realize how important safe beauty and living a toxin free lifestyle is, however, making the switch can certainly feel overwhelming. The good news is, it doesn’t have to be! Find companies you can trust, and if you are new to the movement, start small. At Crunchi, we believe that small changes can make a huge impact. Whether you completely swap out your makeup bag for all green beauty or do it slowly pieces by piece, know that you are on the right track. A toxin free lifestyle is a journey and we are here to help you.

"It is also very important to be aware of greenwashing. Don’t be greenwashed! There are so many companies out there that market their products as safe using words like 'organic,' 'natural' and 'paraben free,' yet are loaded with other concerning ingredients. Use trusted resources like the Environmental Working Group (EWG) and the Campaign for Safe Cosmetics to find truly safe cosmetics."

Q. What is the philosophy behind the company and how do the products live up to that? 

"Safety and performance are the two biggest priorities for Crunchi. From day one, these have always been the focus of each product we develop. We did not set out to be another brand with clean ingredients but disappointing product performance. These extremely high standards are daunting and require tremendous dedication and patience. As challenging as it can be, and as much patience it requires, we never compromise."

Q. How has "safe" beauty changed the industry and can you talk a little about Crunchi's role in that? 

"Consumer education is very important to our company. Many people are not aware of the potential health implications surrounding what they put on their body. One advantage we have is our community of advocates that are educating women across the nation about our mission for safe beauty while offering Crunchi as a solution. One of our most significant accomplishments as a brand is the positive ripple effect this education is making on the health of our clients now, and for generations to come, as we see woman after woman detoxing their makeup bags."

Q. What are the best eyeshadow and lip gloss colors for summer?

"To make the eyes pop and play up the 'glow factor,' we love rocking a gorgeous shimmer eyeshadow! Crunchi's Eyeshadow shades in Curiosity and Champagne Pop look great on all skin tones and are must-have shades! To add a golden glow we also love using our Brilliant Bronzer as an eyeshadow for an effortless look that also looks great on everyone! Lip gloss is a summer makeup bag staple that adds shine and helps to hydrate the lips. For a subtle gorgeous golden shimmer go for Lush Lip Gloss Summer Nights, or for a hint of rose gold shimmer, choose Juxtaposition. Summer is all about having a golden glow and a natural sun-kissed look, these eyeshadows and lip glosses are an easy way to achieve a flawless look!"

Photo: Mompreneurs Melanie Petschke (left) and Kelly Weston (right)

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