At the intersection of innovation and wellness, Jasmine Mooney is reshaping the landscape of health-conscious products. As a female founder behind a trailblazing company, Jasmine has introduced a new generation of wellness beverages designed to foster holistic well-being through functional mushrooms, adaptogens, nootropics, and ketones. Her brand is already making waves across Los Angeles, with rapid expansion into major retailers like Bristol Farms, Erewhon, and Sprouts.
Jasmine’s journey is a testament to the power of natural medicine. After facing burnout in the hospitality industry, her life took a transformative turn thanks to the influence of her business partner, a PhD Biochemist. Together, they co-created Holy! Water, a beverage that not only became a personal health revelation but also a pioneering non-alcoholic alternative for those seeking vitality and longevity.
With a mission that goes beyond mere wellness alternatives, Jasmine and her team are educating the public on the scientifically backed benefits of their products, empowering individuals to make informed choices that elevate their quality of life. We sat down with Jasmine to learn more about her journey, the vision behind her brand, and how she balances personal wellness while driving a fast-growing company.
Can you tell us about your personal journey and what inspired you to launch this health and wellness CPG product?
My journey towards launching this health and wellness CPG product was inspired by my business partner, a PhD Biochemist, who completely transformed my perspective on health and wellness. After owning multiple bars and experiencing burnout in the hospitality industry, I was introduced to the power of natural medicine and holistic health by him. His teachings guided me in transitioning off prescription medications and embracing the benefits of ingredients like ketones, functional mushrooms, adaptogens, and nootropics. Together with our CEO, he created Holy! Water, a product that has profoundly impacted my life. I partnered with them because of the benefits it has given me and I want to be a part of sharing that with the world. My personal journey has led me to the intersection of health and wellness, allowing me to incorporate my love for hospitality in a positive and impactful way.
How do you balance the demands of running a growing business with personal wellness and self-care?
I am very fortunate to have a supportive team where transparency, openness, and honesty are valued. I am never afraid to ask for help, knowing that I always have the full support of my business partners. Planning my days meticulously, scheduling workouts in advance, and starting with team meetings in the morning provide structure and discipline, ensuring that I remain accountable.
I prioritize self-care by incorporating meditation, Pilates, yoga, and spending time in nature as much as possible. It is of course a bonus that our company creates products designed to enhance well-being, which are a part of my daily routine. This holistic approach to self-care not only benefits me personally but also reinforces my commitment to promoting wellness through our products.
What role does passion play in your daily life and in the mission of your company?
Passion has always been a strong driver in my life and in our company’s mission. In my previous business, seeing people happy at my venues and getting positive feedback from my staff fueled my drive to better people’s lives. Now, I’m part of a project that not only brings happiness but also focuses on health and well-being. Seeing how natural medicine changed my life has sparked a deep passion in me to share its benefits with others, especially in today’s world where they are needed more than ever.
This passion motivates me to spread the word about the advantages of natural medicine and encourage people to prioritize their health. It pushes me to make a positive impact through our work, because everyone deserves to be happy and healthy.
Who are your personal role models or mentors, and how have they influenced your career and business philosophy?
My business partners are not only my role models and mentors but also my teachers in the health and CPG world. As a newcomer to this industry, I have relied on their guidance and support to navigate this wild industry. Their expertise and constant encouragement have been instrumental in getting me to where I am today.
How do you stay motivated and inspired amidst the ups and downs of entrepreneurship?
Staying motivated and inspired with ongoing challenges comes naturally to me due to my endless passion for making a positive impact and helping others. I believe in our product so much, it makes it difficult to be discouraged. Rejection serves as a catalyst for me to work even harder, turning setbacks into opportunities for growth and improvement.
Building a supportive network of like-minded individuals and staying connected to our mission of promoting holistic health and wellness are vital sources of motivation for me. My biggest driving force is the feedback and validation from our customers who share their experiences of feeling the benefits of our products. Their testimonials serve as a constant reminder of the positive impact we are making, inspiring me to continue pushing forward.
What advice would you give to other women looking to enter the health and wellness industry?
For women looking to enter the health and wellness industry, my advice would be to stay true to your passion and purpose. Believe in yourself and your vision, and surround yourself with a supportive network of mentors and advisors who can provide guidance and support. Educate yourself on the latest trends and developments in the industry, and be open to learning and evolving. Take risks, embrace challenges, and don’t be afraid to step outside of your comfort zone. Do not be scared of rejection. Do not be scared to ask for help. Trust your intuition and stay committed to your mission of promoting health and wellness for the betterment of others.
What was the core idea behind your health and wellness product, and how did you identify the need for such a product in the market?
The fundamental concept behind Holy! Water was to develop a holistic health tonic that leverages the benefits of functional mushrooms, adaptogens, nootropics, and ketones to enhance overall well-being and longevity. With our team’s expertise in these ingredients, the growing trend towards health and wellness, a shift in consumer preferences away from alcohol, and the increasing demand for healthy alternatives, we identified a significant need for a product like ours in the market.
How do functional mushrooms, adaptogens, nootropics, and ketones work together to benefit the consumer, and what makes your products stand out from others in the market?
Our product is truly unique as it integrates a blend of functional mushrooms, adaptogens, nootropics, and ketones in a beverage, marking a pioneering approach in the market. However, this uniqueness also presents a challenge as many consumers may not be familiar with these ingredients and their remarkable benefits.
Functional mushrooms offer immune-boosting and cognitive-enhancing properties, while adaptogens aid in stress adaptation and promote balance within the body. Nootropics support cognitive function and mental clarity, while ketones provide a novel pathway to induce ketosis without the need for fasting, serving as a source of energy for the brain and body. This synergistic combination of ingredients works incredibly to optimize health and well-being, enhancing energy levels, mental focus, immune function, stress resilience, and overall vitality. Our product’s formulation and comprehensive approach to holistic wellness set it apart from others in the market, offering consumers a unique and effective solution to support their health and vitality.
Can you discuss the process of developing your product from concept to launch? What were the key steps and milestones?
The collaborative effort to develop our product from concept to launch involved leveraging the expertise and dedication of my business partners. The PhD Biochemist, with a deep understanding of ingredients like functional mushrooms, adaptogens, nootropics, and ketones laid the foundation for our product. Our CEO, with over 20 years in the beverage industry, brought valuable experience in product development and branding. Together, they conducted extensive research and development, sourced high-quality ingredients, and conducted rigorous testing to ensure our product’s effectiveness and integrity.
How do you envision the evolution of the health and wellness industry, and where do you see your company fitting into that future?
I envision the health and wellness industry continuing to grow and evolve, with a greater emphasis on holistic approaches to health, personalized wellness solutions, and natural alternatives to traditional medicine. As people become more health-conscious and seek ways to optimize their well-being, there will be a shift towards preventative care, mental health support, and holistic practices that address the root causes of health issues.
I see our company playing a vital role in providing innovative, science-backed products that promote holistic health and well-being. We will continue to stay at the forefront of industry trends, leveraging cutting-edge research and technology to develop new formulations and solutions that meet the evolving needs of consumers.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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