When I started my reef-safe skincare company, Goddess Garden, I had no idea that 13 years later, I’d be invited by the Governor of Hawaii to attend the historic signing of the first sunscreen bill banning harmful chemicals which damage the coral reefs. As the founder and CEO of a natural mineral sunscreen brand that is a Certified B Corporation® and a certified woman-owned business (WBENC), our mission is built into every decision we make. We’ve always taken a stand to do what’s best for people and the planet.
I can’t thank the people of Hawaii and Governor Ige enough for doing the same thing! Having just returned from the ceremony in Hawaii where the governor signed the chemical sunscreen ban (SB2571) into law, banning chemical sunscreens oxybenzone and octinoxate from use or sale, starting in January of 2021, I want to wrap my arms around the entire state and give it a hug! I guess it makes sense that I was affectionately referred to as a reef-hugger in the media. I’ll happily embrace my new title, right along with the reefs.
As I told SWAAY in 2017, I was inspired to create my skincare company after my baby daughter, Paige, had allergic reactions to the synthetic chemicals in sunscreens and other bodycare products. I made my own products for her, replacing the synthetic ingredients with all-natural ones. While looking for better ingredients that were safe for her, I learned a lot about how these same synthetic chemicals affect the environment—specifically the coral reefs. That’s when saving the coral reefs really became my rallying cry.
Our company worked hard to support this bill. I provided testimony, wrote to legislative leaders and participated in awareness campaigns. Goddess Garden provided monetary donations and free reef-safe sunscreen. We supplied studies when the opposition said there wasn’t enough research. Goddess Garden sunscreens are being sold in 25,000 stores, so when the argument switched to a lack of available options, we provided product distribution reports to counter it. This ban took a lot of people, banding together, to come to fruition.
Apparently industry lobbyists spent more than 16 million dollars to fight the ban. That’s a lot of money from the opposition, so we had to work together and invest with our time and our voices. I started a petition with Care2 to give everyone a chance to be heard. We gathered and sent nearly 55,000 signatures to Governor Ige, urging him to sign the bill into law. I’ll never forget meeting him at the signing ceremony. When I told him I was the one who created the petition, he laughed a little and thanked me. He was grateful that I had brought awareness to the issue and had helped make so many voices heard. That moment will always stand out as a milestone in my career. It felt so exhilarating to be part of the process, to stand up and fight for what I believed in, and help other people do the same thing.
In his speech at the ceremony, Governor Ige said, “By signing this measure today, we will become the first in the world to enact this type of strong legislation to actively protect our marine ecosystem from toxic chemicals.” When he said that, I knew this was the beginning of a movement. To be there to see it happen—and have a role in the process—was incredible! Hawaii is leading the way, and there is already lots of talk about other states following suit.
What’s exciting is that it’s not just states that are getting on board. Some of the big sunscreen brands are taking this very seriously. My company was featured in a recent piece in Fast Company that also mentioned CVS’s plan to reformulate their private-label sunscreens of SPF 50 and below to be oxybenzone- and octinoxate-free. Some companies are just brushing it off, but if even a few of these big brands reformulate, it’s a major win!
Of course, I want Goddess Garden to be the brand of choice. We’ve never used chemicals that are harmful to reefs in our formulas, and we’re always going to go above and beyond to ensure our products are safe for people and the planet. But, our ultimate goal is to keep these chemicals off the skin and out of the water. If these ingredients aren’t as prevalent on the shelves—mission accomplished!
To me, it feels like our efforts have made a real difference in the world. For 13 years we’ve been educating the public about how these chemicals effect people and reefs. It’s been a real rally by every definition of the word. We’ve been offering a solution to people who often don’t know there’s a problem. We have done a lot of education and we feel people have a right to know what they’re putting on their skin and in the environment. It’s been a labor of love, driven by a need to protect the things I care about most.
When Hawaii took a stand and banned these chemicals, they simplified the chemical conversation to five simple words: They’re so bad they’re banned. I see this as similar to what happened with BPA. There are people who don’t know how BPA works and why it’s harmful. They just know it is and that they should avoid it. We don’t think people should have to have a degree in chemistry to shop for sunscreen. They should just be able to trust their products are safe for people and the planet. Hawaii is taking a necessary step and making that a lot easier for everyone.
The signing ceremony was the culmination of both a dream and a vision. I fell in love with the ocean years ago when my husband Paul and I traveled to Baja California, Mexico for our first anniversary in our old VW van.
And Mexico is where we first learned some marine sanctuaries were not allowing chemical sunscreens because of what they were doing to the reefs. My husband, Paul, who is a biochemist, really dug into the research on those ingredients. At the time, he said that stuff was so bad it could—and should—be banned. And now, it is!
So again, thank you, Hawaii, from the bottom of my reef-hugging heart. I can’t wait to see where this movement will take us, and I’m excited to ride the wave, especially now that that wave will be free from oxybenzone and octinoxate!
For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.
As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.
Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.
What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.
Photo Courtesy of Dr. Valerie Rein
This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.
Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.
While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.
"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.
Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.
In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.
"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."