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Cary Caster On Turning Aromatherapy Into A Profitable Venture

People

Cary Caster, an aromatherapist and ethnobotanist, has founded a company that is making aromatherapy and essential oils accessible and user friendly for the masses.


Caster's field is one rarely explored in the U.S, and is far from glamorized. Aromatherapy - relaxation, healing through oils and blends and the purest of ingredients has a tendency to be perceived as a whimsical field, especially given the lack of information, until now. Caster is bringing the information, the science, the reputability, and has transformed these into an incredibly cool brand.

“People often don’t realize the rigorous scientific research that has been done on aromatherapy. We now know what scents affect which part of the mind and body and how to harness that for greater health,” says Caster, who has spent years poring over research about the correlation between the immune system and the brain, and how these oils can help the two.

Further to this Caster has looked into how these essential oils can help with sleep patterns - getting your required REM cycles in during a short or long sleep time. Below, she talks with SWAAY about her findings and how very essential these oils are in today's world and the busy U.S market.

1. Can you tell us a little bit about your aromatherapy and ethnobotany - how long were you studying these disciplines?

I received my Bachelor of Science degree in Botany in 1981. Upon graduating, I worked for 3 years at Fairchild Tropical Botanical Garden in Miami. It was working at the garden that stimulated my desire to return to college for a master’s degree in Ethnobotany. While I began my graduate studies in conjunction with the New York Botanical Garden’s Ethnobotany program in 1984, I got married and moved back to FL, where I began raising my family. When I became pregnant with my first child 30 years ago, I began using essential oils more extensively. I quickly became addicted to learning more about these botanical wonders! In wanting to learn more about the effects of the essential oils on the body, I became a Licensed Massage Therapist in 2000, which I still maintain today. However, it was when I lived in London in 2002 that I obtained a formal yearlong Certification in Aromatherapy from the Institute of Traditional Herbal Medicine and Aromatherapy, which incorporated the additional influence of the principles of Traditional 5 Element Theory of Chinese Medicine. I later continued on with both an Advanced Aromatherapy Certification from Aromahead Institute in 2008 and further obtained a Clinical Certification in France in 2009 from Essential Oil Resource Consultants. This formal education in Aromatherapy from these institutions in Europe is considered a complementary modality and recognized as a form of alternative medicine, unlike here in the United States, where Aromatherapy is not yet regulated. I resided on the board of directors for the Alliance of International Aromatherapists from 2012-2016. I also attend an Aromatherapy conference, reviewing the current research on and application of essential oils, every year since 2002. I continue to learn more about this profound growing science every day!

2. When did you decide to launch the 21 drops line?

I decided to launch 21 drops 10 years ago when I began seeing and hearing the word aromatherapy used more frequently but was truly discouraged by the quality of the products I found claiming to be “aromatherapy”. I felt and continue to feel that the public deserves to have a more pure, higher quality essential oil experience to truly understand their powerful healing properties.

Cary Caster

3. What is the science behind the drops? How long does it take to formulate the ingredients?

Each essential oil has its own unique makeup of phytochemical components. These numerous components work on different systems of the mind, body and emotional state by fitting into receptor sites in our olfactory bulb, which then trigger electrical impulses to different body parts. While we know that lavender is “relaxing”, it can take years to fully understand the chemistry of lavender’s 100+ naturally occurring components and the diverse effects these. Have on different systems of the body, as Lavender isn’t good for just one thing due to its complex chemical makeup. Depending on the condition one is trying to address, you would focus on the chemical makeup of an essential oil, but with my additional training in The 5 Element Theory of Chinese Medicine, I also look at the energetics as well, such as hot/cold, wet/dry, yin/yang, etc. I also take into consideration numerous safety concerns and contraindications that should not be taken lightly when using essential oils. I had my private massage and aromatherapy consulting practice for many years before launching 21 Drops®, so I utilized these learnings of recurring issues and solutions to create our blends.

4. Is it difficult to navigate this industry - as it's in between beauty and holistic therapy?

Aromatherapy is a relatively new category of the larger consumer product industry here in the United States and is quickly growing. However, because it does hover between beauty and wellness as a holistic therapy, many retailers don’t know exactly where these products belong. We had an experience where 21 drops® was brought in by a large national retailer, only to find our products placed in the fragrance department, where we didn’t belong. That being said, essential oil use in this country is not formally recognized as a holistic therapy, and the schools for Aromatherapy certification vary from a few days to over 360 hours for a basic certification. There’s no nationally recognized regulating body, which makes the industry a bit of a “free for all”. Also, there are huge differences in the quality of the essential oils being marketed and one isn’t going to get any great benefit from EO’s that have been synthetically altered or created, which unfortunately is more than 90% of essential oils on the market. Thus, certain oils are used more for their beautiful scent, rather than their therapeutic value. This is why 21 drops has self-imposed quality standards of 3rd party GC/MS testing of all our essential oils, which we make available per batch on our website, so there’s full transparency of the quality of our oils.

5. How do you market the drops? Are they a difficult seller?

We have found that the spa market is the best market for our products for several reasons. First of all, massage therapists working in these locations are usually more familiar with essential oils with a better understanding of product quality and sourcing. Also, we sell more of our retail product where our back-bar products are also being used in treatments because the client has the opportunity to experience the blends and the wonderful effects they create. In addition, Aromatherapy requires a bit of education since most people have heard the term but aren’t familiar with what essential oils actually are or how they work. The spa customer usually has a bit more time for learning about products instead of a mass retail setting. It’s also interesting that many store owners who buy 21 drops are more familiar with the new upcoming trends, whereas the average consumers are still a bit behind in this area and thus the products that the buyer likes aren’t always appreciated by their customers without the input of more information and knowledge.

6. What claims are you allowed to make about the effectiveness of the drops?

According to the FDA, any claim about changing the structure or function of the body is considered a “drug”. Because of this, there are very little, if any, definitive claims one can make about the effectiveness of any essential oil product without having done specific testing. That is why we can only offer language as to their suggestive effectiveness, rather than being able to state their upfront health benefits. Unfortunately, there is a lot of misinformation about the use of essential oils for more extreme illnesses by people who have not been clinically certified by an approved school. By unqualified people making claims without proper training, it makes it more suspect for the essential oil therapy industry to progress as a validated modality. That being said, it exciting to learn about the amount of research confirming the effectiveness of essential oils on a clinical level. This science is quickly expanding by qualifies doctors and researchers and confirming what many who have been using essential oils have known for a very long time.

7. Did you need FDA approval before releasing the line?

As an essential oil consumer product, we hired an attorney who specializes in FDA review of packaging copy to make sure we were compliant with our verbiage so as not to mislead the public nor neglect any regulations. We did not need FDA approval because we do not make any strong claims to “cure or heal”, and purposely moderated our language so as to being suggestive about the benefits of our blends without making any definitive assertions.

8. Where do you source all your ingredients from?

We source our essential oils from Artisan distillers from all over the world. Our distillers use either sustainable or organic farming practices. The processes of distillation that these distillers use differ in that they use lower temperatures for a longer period of time to extract the most complete essential oils for their therapeutic components. As an example, our Ylang Ylang EO comes from Madagascar, our Rosemary EO comes from Tunisia, our Myrrh and Frankincense EO come from So Africa and our Lavender comes from France, our Sandalwood comes from Australia, while our Cedarwood comes from the USA.

9. Are you self-funded? Tell us a little about the investment process for a brand like 21-Drops.

21 drops® is a self-funded company and like most young brands, all of the profits go right back into the business for sales and marketing to develop brand awareness and growth. As a Clinical Aromatherapist, I had little business background in consumer goods and thus had to rely on other experts who I felt knew the industry better than I did, yet that didn’t always translate to successes and we have had an interesting but not unusual journey.

10. Why are essential oils becoming increasingly relevant in today's market?

Essential Oils are becoming relevant in today’s market because a good quality essential oil has the ability to work incredibly well at addressing a multitude of issues and concerns. A very important factor to consider is the science of olfaction and how this relatively young science is beginning to show promise in the holistic approach to the way we think and feel. I am particularly fascinated with psychoneuroimmunology and how our thoughts can affect the way we are feeling. I think essential oils fill a huge gap by offering a more holistic approach by helping us to feel better emotionally, which in turn, helps our entire physiology function more optimally.

11. Is there anything you would have done differently - looking back on the business journey so far?

Looking back, I have numerous things I would have done differently! First and foremost, I would have started with fewer blend options, because it’s now proven that people become overwhelmed with too many choices. Many times, I would have customers walk up and say, “I need all of these blends!” and then continue to walk away without purchasing any of them! I also would have hired a consulting CEO a lot sooner, had I realized the vastness of the business options and avenues of where one can easily spend too much money, trying to get a company off the ground. Otherwise, I must say it’s been and continues to be an amazing journey, with new learnings along the way every day! I’m most excited for the next chapter!

3 Min Read
Health

7 Must-have Tips to Keep You Healthy and Fit for the Unpredictable COVID Future

With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.

When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.

Tip 1: Communicate with your current wellness providers and set a plan

Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.

Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.

The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.

Tip 2: Stay active for both mental and physical health benefits

The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.

With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.

Tip 3: Start slow and strong

If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.

Be aware of your sitting time and balance it with activity.

Tip 4: If your gym is open, prepare to sanitize

In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.

When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.

Tip 5: Have a good routine that extends outside of just your fitness

From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.

Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.

Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.

A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.

Tip 6: Focus on food and nutrition

In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.

If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.

Tip 7: Don't forget about your mental health

While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.

For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.

While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.