Marketing

After making child meals more healthy, the entrepreneur is focusing on toxins in diapers

after-making-child-meals-more-healthy-the-entrepreneur-is-focusing-on-toxins-in-diapers

In a year in which many companies are struggling to survive due to the pandemic, entrepreneur Shazi Visram planned her next step.

After founding Happy Family, the largest and fastest growing organic baby food brand in the United States, in 2003 and selling it to Danone for more than $ 250 million 10 years later, Visram saw an opportunity to share their philosophy of creating healthier products Products apply the home beyond food.

The result is Healthynest, officially launched in September, calling itself a “brain-forward” personal care brand, offering diapers and products for cleansing and skin care.

“In this world today, we have to consider so many potential environmental threats to our health. This vigilance has affected everything we think and do, ”said Visram.

The brand aims to preserve children's health by eliminating neurotoxins from the home environment in general and childcare products in particular.

This means that the product is free from parabens and carcinogenic substances and is instead made from plant materials in a climate-neutral production facility.

"I realized that we are only focusing on diet, but there are so many other factors that affect a child's health," she explained.

After conquering the world of organic baby food, Shazi Visram wants to disrupt the diaper category.

Just when Visram disrupted the world of baby food, she is well on the way to improving another consumer segment with the first diaper verified by the environmental working group. (The EWG is a non-profit, impartial research organization that evaluates the chemical safety of consumer products.)

Visram noted that diapers are not regulated by the Food and Drug Administration, which means that manufacturers are not required to disclose the materials that go into their products or test their safety. This can be problematic for babies because their skin is thinner and more permeable than that of adults.

"Our early research showed that babies are born contaminated, so we know they are exposed to chemicals while they are still in the womb," said EEC President Ken Cook. "We were shocked to find that many diapers contain chemicals such as pesticides and other substances linked to cancer, reproductive development and other serious health problems."

Because babies use diapers for the first three years of their lives, Visram says they should be high on the list of non-toxic personal care products. "We thought about every way to make them biologically and neurologically safe," she said.

Not only do the diapers offer parents a tested alternative, but Healthynest also attaches importance to the comfort of a baby, explained Visram: “Imagine the diaper as part of the development. When you are comfortable, you are more centered and able to learn much better.

"I see them as the Tesla of diapers," she said.

After the sale of Happy Family, Visram could have relaxed somewhere on the beach. But as she was building her baby food empire, her eldest son, Zane, was diagnosed with autism at the age of 2.

This inspired her to better understand how the brain develops in the womb and in infancy. In fact, every sixth child has a developmental disorder or delay, according to the Centers for Disease Control and Prevention.

Visram said she is now using the knowledge she gained after experiencing the pain of watching her son fight to help other parents.

This personal experience is not only expressed in Healthynest's products, but also in marketing.

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Jeffrey Rabinowitz