Meet the formulator Morgan, owner of The Earthly Alternative
At Bulk Apothecary, we are proud to support and highlight the talented formulator’s and business owners who rely on our high-quality ingredients. Every month, we feature a standout business from the maker community, showcasing their unique journey and passion for crafting.
This month, we’re excited to introduce you to Morgan, the owner and head formulator behind The Earthly Alternative, a skincare brand known for natural alternatives to everyday essentials.
Thank you for taking the time to share more about your business with us and the maker community. Could you introduce yourself and tell us about your journey with The Earthly Alternative? We’d love to hear what inspired you to start creating.
Thank you, my name is Morgan, I am the owner and head formulator at The Earthly Alternative. About 9 years ago, I became completely fed up with commercial deodorant. At that time, there was a lot of talk about how harmful mainstream deodorants were, and it just so happened that they didn’t work well for me, so that gave me more ammunition to find an alternative. I started making my own natural deodorant using bentonite clay, baking soda, coconut oil, and arrowroot powder. It worked so well, I began sharing it with family and friends. They liked it so much, that I was convinced to start an Etsy and really the rest is history.
What was your inspiration behind the name of your company?
Such a great question! We originally started as Terra Essentials, but back in 2022, we started having some issues with the name and it being confused with other brands. So, one day, I decided we needed a new name and within a few hours, my mom and I came up with The Earthly Alternative. I feel like it is the perfect description of our brand as we provide everyday alternatives that come from the earth. It’s pretty catchy too!
What do you love most from being a formulator to selling your products?
What I love most about creating my products is the result. Seeing how well something I made with my own hands and brain can work for so many people just baffles me. I also tend to create products based on what I or someone I know is experiencing. For example, our Bentonite Toothpaste was born from a friend that had spinal surgery and communicated to me how commercial toothpaste would make his back tingle and just leave him feeling lethargic and uncomfortable. He asked me to make a toothpaste and after trialing and research, the Bentonite Toothpaste was born and is one of our best selling products.
That is amazing, I hope you feel proud of yourself and that accomplishment. Out of all the amazing products you’ve created, what’s your personal favorite?
That’s so hard! I get this question all the time and it’s always a hard choice because all of our products are great, but if I had to choose just one, it would be our deodorants (and Balanced Bits is my second fave!)
What’s one piece of advice that has been instrumental in helping you grow as a formulator and skincare brand? We’re sure other makers in the community would love to hear your insights.
One piece of advice that has helped me in my business is staying true. For awhile, I thought I needed to be doing the same exact things that my favorite brands were doing in order to achieve growth, but it wasn’t until I found my niche and started following what I felt was right for me that growth happened. It’s unbelievable.
That’s excellent advice! What has been your biggest challenge?
Some of the biggest challenges I’ve faced in business is trying to please everyone. When I started my business, I had the intention of supplying everyone with non-toxic alternatives to their everyday essentials. This caused me to burn out fast as I was making custom products, making everyday products, substituting ingredients, so many things and it quickly became tiresome. So now, I put my very best into the current products we offer and hope that as many people as possible can benefit from them.
What is your favorite Bulk Apothecary product and how do you use it in your business?
Another hard question! I source so many of my ingredients from Bulk Apothecary, but if I had to choose just one, I would go with the Golden Jojoba Oil. We use it in our deodorant, facial oil, hair oil, and conditioners, and it is so reliable, consistent, and effective.
What is your favorite part of the creative process? Least favorite?
My favorite part of the creative process is definitely the research. Once I decide I want to make a certain product, I get to researching, and once I’m satisfied with the ingredients I’ve found, I put it all together. My least favorite part is trialing, especially when I’m so close to a final product and something is missing that I can’t put my finger on, that’s the worse!
I am sure that is frustrating! Speaking of new products and formulating, where do you draw your inspiration to create your products?
My product inspiration definitely comes from my own pain points and the pain points of my customer base. I like to poll my customers and see what they need at this moment and I do my very best to provide.
What values does your business embody?
The Earthly Alternative values eco-consciousness, healthy choices, inclusivity, and everyday affordability.
Do you have any words of wisdom to offer any aspiring makers?
My words of wisdom are, if you feel called or drawn to do something, listen to that call. I was on my way to medical school when I started my business and I never thought I would be where I am today. I’m so happy I followed that call and to all the other makers that get that call, take it!
Morgan, it’s been wonderful getting to know more about you and your business! Before we wrap up, can you let everyone know the best way to explore more of your work and connect with you?
If you want to learn more about starting a business check out this blog, Easy Ways to Start Your Candle Making Business
