443: From Hobby to Skincare Empire: Bethany McDaniel of Primally Pure on Ancestral Living, Clean Beauty, and Growing a Thriving E-Commerce Business

In this episode, Natalie is joined by Angie Lee, co-founder of Soul, to unpack her journey of building a direct-to-consumer (DTC) wellness brand. From humble beginnings as a CBD tincture company to an expansive product line that now includes gummies, microdose THC products, drops, and so much more, Angie shares the lessons learned along the way. Get ready for a masterclass in e-commerce as Angie dives into all the levers they pulled to really get the business off the ground — from leveraging community-driven strategies to pivoting based on customer feedback. She also offers actionable insights into partnerships, marketing, and scaling a DTC brand while staying profitable and purpose-driven. Whether you’re an entrepreneur in the wellness space or simply looking for inspiration on building a business from scratch, this episode is packed with gems. TIMESTAMPS 00:00 Introduction: Natalie welcomes Angie Lee, co-founder of Soul, to discuss building a thriving DTC wellness brand. 00:26 From CBD tinctures to a diverse product line, how Soul evolved by listening to customer needs. 03:03 The importance of staying flexible in product development and pivoting for growth. 04:57 Community-driven strategies and how Angie leverages customer feedback to build raving fans. 07:50 Early challenges in funding, product development, and building a foundation for long-term success. 11:33 Marketing that works, the power of partnerships, co-collaborations, and customer-centric campaigns. 13:57 The Founder's role in scaling while balancing creative input and operational strategy. 19:16 Finding your niche and building a brand identity that resonates with your audience. 24:42 Lessons learned and why simplicity and focus are key to success in e-commerce. 30:07 Staying profitable in a competitive DTC space with tips for sustainable growth. 34:43 Final reflections and Angie’s advice for building a purpose-driven, profitable brand. RESOURCES + LINKS Use this link for a discount on Soul products. Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997)  FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie Soul: @get.soul Angie Lee: @angieleeshow

In this soul-inspiring episode, Natalie welcomes Sarah Jenks, a priestess, entrepreneur, and advocate for women stepping into their fullest selves. Together, they explore the journey from conditioned expectations to authentic living, the erasure + resurgence of the sacred feminine, and how ceremony can unlock untapped potential. Sarah shares her personal story of evolution — from an advertising executive to an emotional eating coach to a fully expressed priestess — and how embracing her path led to profound transformation in her marriage, motherhood, and business. This episode’s candid reflections include navigating the fear of judgment, balancing motherhood with ambition, and building a niche business in a non-traditional field. If you are looking to align your business with your passion + create lasting impact while staying true to yourself, this episode is for you. What You’ll Learn in This Episode: How to build a niche business rooted in authenticity and passion. Blending spiritual practices with entrepreneurship to create alignment and sustainability. Sarah’s journey from advertising to emotional eating coach to priestess, and how each step shaped her entrepreneurial path. Why embracing your unique calling can help you stand out in a crowded market. The power of ceremony to unlock creativity, clarity, and courage in business and life. Overcoming fear of judgment and redefining success on your terms. Balancing the changes that come with motherhood, marriage, and entrepreneurship while honoring your truth. TIMESTAMPS 00:31 - From advertising to emotional eating: Sarah's early career story. 02:26 - Building a successful business while feeling unfulfilled inside. 05:00 - The transformative power of ceremony and meeting your soul. 11:12 - Motherhood as a spiritual awakening and breaking free from conditioning. 19:59 - The erasure of the sacred feminine in history and its impact today. 27:23 - What ceremony is, and how it creates space for divine connection. 37:27 - Turning an unlikely path into a career: From priestess training to entrepreneurship. 43:40 - How to weave sacred practices into your business. 51:13 - Navigating marriage, motherhood, and authenticity in tandem. 55:02 - Advice for anyone feeling stuck in a life that doesn’t resonate. RESOURCES + LINKS Join Sarah’s retreat, Emerge here.   Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997)  FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie Sarah Jenks: @sarahjenks

Welcome to the first episode of 2025! Join Natalie + Lindsay as they reflect on their biggest lessons from 2024 + dive into how to redefine freedom in business while staying aligned with your values. This episode unpacks how freedom evolves over time, how Maslow's Hierarchy applies to entrepreneurship, and why your work is not your worth. The conversation is filled with practical insights on goal-setting, anti-goals, managing a lean team, and creating a sustainable and joyful business. Plus, hear about the exciting launch of the Bossbabe Planner (in Walmart stores now… what a freaking pinch me moment!) and how it can help you map out a fulfilling + intentional year. What You’ll Learn in This Episode: What freedom in business actually means and how it evolves over time. Why less complexity and alignment can lead to more profit + joy. How Maslow's Hierarchy of Needs ties into business and mindset growth. Lessons on navigating team dynamics and maintaining high standards. How to set anti-goals to avoid burnout and create a business you love. A behind-the-scenes look at Bossbabe’s most profitable year yet + the creation of the Bossbabe Planner in Walmart stores now. TIMESTAMPS 00:00 – Intro 00:13 – Kicking off 2025 with reflections on 2024 and setting intentions for the new year. 01:04 – The surprising results of 2024: How Bossbabe achieved its highest revenue and profit year without making it the primary goal. 01:57 – The power of saying no: Cutting non-essentials and focusing on what moves the needle. 03:19 – Lessons learned in hiring, firing, and aligning your team with your values. 04:57 – Why you don’t need a big team to run a successful business — simplicity is key. 07:47 – Navigating cancel culture and embracing confidence in setting high standards. 09:43 – Why authenticity and alignment are more important than ever in online business. 12:37 – The importance of building a freedom-based business that prioritizes alignment and integrity. 16:12 – Personal reflections from Natalie: Balancing motherhood, business, and personal growth. 18:33 – How Maslow’s Hierarchy applies to entrepreneurship: From survival to true freedom. 22:31 – The magic of white space: Why clarity often comes from slowing down and creating space. 27:09 – Freedom redefined: Choosing how you work today to create a life you love tomorrow. 28:34 – Why freedom is more about mindset than money — and how to break free from “moreness.” 31:28 – Your work is not your worth: The mindset shift every entrepreneur needs. 37:43 – Behind the scenes of the Bossbabe Planner: Why it’s the ultimate tool for intentional goal-setting. 45:12 – The importance of planning: How laying out your year helps you avoid reactivity and overwhelm. 49:39 – Wrapping up: Creating a proactive, intentional year and prioritizing what truly matters. RESOURCES + LINKS Get Your Bossbabe x Bly Sky Planner Here. Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997)  FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie Lindsay Roselle: @lindsayroselle 

In this deeply moving episode, Natalie sits down with her friend + Founder of National Angels, Susan Ramirez. National Angels is a non-profit organization dedicated to transforming the foster care experience for children, youth, and families across the United States. Bossbabe has been a supporter of National Angels for years, deeply moved by the organization’s mission and Susan’s dedication to creating change in the lives of our most vulnerable population - children. Ahead of the holidays, Natalie and Susan share stories of hope, resilience, and transformation that will leave you inspired + maybe a bit emotional. Susan shares her journey of leaving corporate America to pursue this calling, how National Angels is rewriting the future for foster children, and the life-changing power of mentorship and community. Whether you're looking for inspiration, ways to give back this season, or a reminder of the impact we can create when we come together, this is an episode you can’t miss. TIMESTAMPS 00:00 – Welcome + Introduction of Susan Ramirez. 00:29 – Why Natalie has been supporting National Angels for years and why this cause is so close to her heart. 01:55 – Susan’s story: From climbing the corporate ladder to discovering her life’s purpose. 03:36 – The devastating realities of foster care and the ripple effects across society. 07:06 – How Susan piloted her first program and transformed one family’s life. 10:05 – Jonathan’s story: From failing grades to football stardom through mentorship. 13:05 – How National Angels grew from a local initiative to a national movement. 15:34 – The business of non-profits: Running National Angels with strategy, leadership, and purpose. 17:34 – Susan’s faith-driven decision to leave corporate America and lead National Angels. 19:34 – Burnout, leadership struggles, and Susan’s transformative soul adventure in Sedona. 24:46 – Reclaiming her purpose and creating healthier boundaries as a leader. 27:19 – Teaching self-efficacy: Susan’s powerful lessons on intentional parenting and mentorship. 29:15 – Balancing the emotional weight of foster care work with hope and resilience.  32:03 – Abel’s story: A marathon, mentorship, and a life-changing surprise. 35:40 – The power of words: How encouragement changed one foster youth’s life forever. 37:10 – How you can get involved: Donate, volunteer, or mentor a child through National Angels. 39:22 – The tangible impact of donations and the ripple effects of supporting this mission. 41:22 – How the Bossbabe community can step up and support National Angels. 42:29 – Volunteer and mentorship opportunities: How you can make a lasting difference. 45:13 – Susan’s advice to her younger self: “Keep going—every hard moment is worth it.” RESOURCES + LINKS Use this link to donate to National Angels + participate in Bossbabe’s Matching Campaign. Learn more about the National Angels Non-Profit + learn how to volunteer in your area. Learn more about Austin Angels, the Founding Chapter of National Angels Documentaries mentioned in the episode: Transforming Foster Care + Abel’s Surprise at the Finish Line Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997)  FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie National Angels: @nationalangels Austin Angels: @austinangelsnonprofit Susan Ramirez: @mrs.susanramirez 

In this long-overdue and first-ever public conversation, Natalie sits down with Alex Wolf, the original creator of Bossbabe, to unpack the untold story of the brand that changed everything. For the first time, they share the raw truth behind the creation of Bossbabe, its explosive rise, and how a simple idea became a global movement that inspired millions of women. Together, they reveal what it took to build this iconic brand, the challenges they faced along the way, and why Alex decided to step away from the spotlight while Natalie scaled the business. This episode is packed with candid confessions, deep reflections, and insights into what really happened behind the scenes. If you think you know the story of Bossbabe, think again. This is the episode you didn’t know you were waiting for. TIMESTAMPS 00:00 Introduction: The first conversation in seven years—why it took so long 00:43 The Bossbabe Origin Story: From dropout to visionary—how Alex turned an idea into a movement 03:13 The Birth of Bossbabe: The moment Alex realized “Bossbabe” was the next big thing 07:06 Making Money at 22: Babysitting, coding, and building digital subscriptions before it was trendy 11:32 Passing the Baton: How Natalie stepped in as CEO and took the brand global 18:23 The Acquisition Drama: Clearing the air on rumors and the truth behind Natalie taking ownership 25:19 Identity Crisis: The emotional toll of early success and stepping away from the spotlight 29:33 Cultural Impact: How Bossbabe sparked a global movement for ambitious women 41:34 Predictions for the Future: What’s next for branding, tech, and social media 54:35 Avoiding Burnout: Why selling views is a trap and building a brand is the ultimate strategy 01:01:46 Healing and Transformation: Turning pain into power—how Bossbabe became a lifeline for so many RESOURCES + LINKS Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business. Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More.  Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training. Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997)  FOLLOW bossbabe: @bossbabe.inc Natalie Ellis: @iamnatalie Alex Wolf: @alexwolf