The Kara Goldin Show - Andy Hnilo

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Perfect. Okay. All right, so. And I have an editor that handles this right after. So it's all good. Okay, so here we go. Hi everyone and welcome back to the Kara Golden Show. So excited to welcome Andy Nilo, who is the founder and CEO of Alatura Naturals. And if you have not heard of Alatura Naturals, you must, must, must tune in and hear a lot more about this company. And Andy's journey is nothing short of extraordinary. After a life changing accident left him with some significant injuries, he set out on a mission to heal himself using natural nutrient rich ingredients and just a few of his products. I've tried, but the gold serum, which I guess is his number one product out there, is just out of this world. You must, must, must try it. So I cannot wait to hear more about this company and learn more about Andy's story of resilience and innovation and passion for natural healing. So can't wait to dive in. Welcome Andy. How are you?

I'm great, thank you so much for having me on. It's nice to meet you.

Very, very excited. So what was your initial vision when you decided to create Alatura after I guess your life changing accident. Can you back us up and tell us the moment that really shaped this journey of this company?

Yes. So I was secretly into skincare because of an issue I had in my teens that was corrected. Long story made short, I went to UC Berkeley and I on an off day I went to Shattuck Avenue and went to a little herbalist in, in Berkeley, California. That explained the importance, long story short explained the importance of ingredients in my products that I was using. I was using Neutrogena Clearasal, eating dorm food, trying to put on weight, taking creatine for the first time. So I had very bad cystic acne on my back in little spots around my face that looked like mosquito bites. And from that point I switched to Dove soap. Five ingredients. Two of them were coconut derived surfactants. At 18 years old, even knowing or just having a signal in your brain that natural is better. I took that and started, went from pizza soft serve to like tuna and spinach in the same dorm. Little and obviously teammates kind of making fun of me. But some of them, you know, months later asking me, hey, would you mind writing me up something? 18 years old, ding. That little. You look back to certain moments and then I was know I was an athlete, but I had a secret passion. I mean you can't describe the feeling of like just a warmth in the morning rather than, oh, that's the only thing you see, you know what I mean? Just a little out breakout or pimple or something like that. So to have that clarity and stay consistent with that, especially as the hormones are racing, they're going into your body. I just, I, I got into skincare and taking care of myself and purity of ingredients internally and externally and that grew year over year. At 20 years old, I was using Aztec healing clay. One ingredient, calcium bentonite clay. And so just yeah, that was like my secret weapon. I would do it once a week. I was in the entertainment industry in Los Angeles. After baseball didn't work out. I was reading lines with my roommate who was an actor and I was fresh out of baseball. So I was, you know, it was a baseball related film. So I was just kind of coaching him and he's like, man, you're good at this. You ever thought about getting into it? He got me a read for the role, got a call back, ended up booking that, got representation and became, you know, Started my career as an actor. And so every Sunday night before a week of auditions, I would do this clay mask. And I had roommates and things like that. I hid it underneath the little bathroom sink and they had to see it. But I would just scurry back into my room, let it dry and then shower it off. But I it just the micro circulation of the surface of the skin and just the clarity. I looked forward to doing it. So that's how I had that in my back pocket. I stopped ordering from Aztec healing clay. So and I sourced myself. I mean I just. And I connected with Jason Eton from greenclays.net and I had a phone call with him and learned about pyrophyllite, zeolite, kaolin, rasool, eyelight, the different mineral components and density internally and externally for healing. Right. And so because I was after I was in a big accident March 20, 2011, I was hit and run over by two cars. And so my jaw was wired shut. I had, I was unrecognizable, very swollen, my front teeth were gone. And so I was in a very, you know, you know, delicate point of recovery where I just, I had this mask and I just began to apply it. Started meeting with different herbalists in the Los Angeles area. Went to Air1Dragon Herbs, George from Jing Herbs. Just my jaw wired shut, picking their brain, trying to figure out how to cleanse my system. And so I would experiment with some of the ingredients that I was making this tonic in. And in the same clay mass it had like I think at that point I had kale powder, bentonite was so. And vitamin C. But I started experimenting with things like colostrum, pearl powder, American ginseng and then also a lot of ingredients that didn't work. Turmeric, green tea powder. Just particle size wise it didn't work. Match with the formula. But the ones that did colostrum as well. First four hour milking grass fed colostrum. I just created this like mineral, mineralizing superfood meal for the skin that dried, pulled out impurities. So it made me feel good. From the antibiotics and CT scan X rays that I was going through to see how the bone was growing back. And in the process, like you know, close friends who had seen me in the icu. Like I remember picking up Christina Rodriguez from the airport a few weeks after the accident and she just did that genuine double take that like I just, you can't, you know, I didn't script that. That was, I needed that though. And she just. What, oh, what did you do to your skin. And I'm just. Well, I have, like, this mask and she lived a couple blocks away, so this little bamboo bowl, Apple cider vinegar, lavender oil. I don't recommend lavender anymore, but it just made it smell better at the time. And then just. Just explained the. I was excited to do it because it was like, one of the first times I had shared it with. With definitely a female. But, like, some of my buddies would try it out and they loved it. It was a little earthy. So I dialed down the kelp powder. Technically, that was my little first beta test. And then they would tell their friends I had to. Like, I was going around LA with the little backpack before work, and all I would ask for is just some feedback and then like, a picture that I could post on social media. Way back then, like, it just. I was recovering. People were wondering how I was doing, what I was doing. It was my new little thing. And, hey, I'm back. You know, I went from really banged up to, like, getting my zest back through just this, like, militant routine that I had throughout the day. Going on walks to get circulation going from head to toe once the sun went down. So the scarring wasn't baked in and. Yeah, just through trial. Well, trial. It was never meant to be a business. I just loved my. You know, what it did for me. But people started like, it was. It had, like, this little following, and I just loved that people wanted something I created, and just the feedback was enough. So I troubleshooted Dave Asprey's email because I wanted to. His attention to detail with ingredients resonated deeply within me. I mean, he. Here's someone that's talking about the single heirloom cacao pod that he uses beyond organic in his chocolate powder and in his cacao butter. And I just. It deeply resonated with me because I. The purity. But the lengths you can go to when sourcing, you could tell a story with that. I mean, now I know that, but at the time, it. I was just curious about it. It made it interesting. It made regular salt to pink Himalayan salt. Like, that's. Which one to me is better. I want it. That's a story right there. Himalayan. Okay. It just signaled something to me, which to. This makes a lot of sense. And I just think it's. The sourcing component is sacred, and it's something that you can really, you know, tell the truth. And it's. It's just. It's so fun for me creating and sourcing something just different than that's Been sitting on a shelf. How about you meet someone that, you know, takes pride in that one ingredient. You meet curators. I mean, it's just, I never expected this. So why not just create something, pour your heart into it. It. I'm so glad. So I was back acting. This was never meant to be a thing. Back to Dave. I want. I troubleshooted his email address. I found the in like info at Bulletproof Exec. His name's Dave Asprey. D Dot Asprey. Dave Asprey. Like ten different combinations. Copy pasted the same email with a picture of me in the ICU and a picture in like Men's Health magazine going, dude, you got me back. Because I never drank coffee before, but I started drinking bulletproof coffee through a recommendation, through a friend. One of those email went through is EA got back to me and I was a bulletproof ambassador. So I got the products for free. So I'd like take pictures with the mask and Bulletproof and like I'm recovering back in the industry acting and modeling again. And just thanks to Bulletproof and this clay mask, right? And I guess they started paying attention a little bit to my story and they have me on bulletproof radio and basically just the first 45 minutes we're going through how I recovered with his products and the story and all that. And then he asked what I did for my skin, which we didn't talk about beforehand. And I was a little. I mean, I didn't expect it and it was kind of hidden. I wasn't ready to bring it out to the world. But I'm so glad I did. You know what I mean? So I just. And started flowing on the ingredients. Why I use what I use what it did, the, you know, the components of the ingredients and like this, this meal.

Sorry, let me stop you right there. So what was it that you were using on your skin at that point? Because it sounds like you were. You were ingesting a lot of these, you know, different things. But then all of a sudden you were getting asked this question, what are you using on your skin after this accident and you know, just repairing yourself. So what was that early, I guess the early stages of Alatura. What was the first product that you created then?

The Alatura clay mask? It was. So once I did the podcast with Dave, he got such a response on that clay mask and people wanted to know where they could buy it. So I went down to my neighbors who, I mean, we were friends, but I explained the situation. We had like a little assembly line filling Station in their garage just going down for the bottling, labeling and then that, that's fast forward like big. I mean I had to come up with cost of goods, packaging, a name for the company, all of that. But the first product was Alotur clay MA mask. And then really what I did was I melted down beeswax, cacao butter, added sea buckthorn oil. I learned about plant derived stem cells on the water side, mix that and it was just a creative pro like paste that I would put together that's got professionally formulated through a chemist and is now our night cream. But that started out of a cast iron pan though. And so that was just through, I mean dense, you know, antibacterial antifungal. The enzyme components in beeswax propolis manuk honey sea buckthorn with the Omega 7 just really rich quality ingredients. It was all an experimentation but I, I had a feeling, I just an intuition of what worked and what didn't. And it accelerated the healing of my scarring and abrasions like very quickly. I was in good shape before so that probably and I was 29, 30 so that, that helped. I had youth on my side but I really just fell in love with the activity and just the performance of this clay mask that was just, it was, I just felt so much better afterwards from the polling action. But also the exfoliation of it was incredible. So I, you know, would get, I would have friends who would introduce me to makeup artists and estheticians and that, you know, but that was part of the beta testing process. It was a little too much on the kelp powder, a little too much ascorbic acid. So all of this was dialing it down. It helped me formulate it perfectly to get it to where it is now. But I just, up until November 2013, you know, I was back in the entertainment industry working with Bulletproof. I was good. But I would still post about this mask. And then one of my friends on Facebook, Mary Halls owned Alvarado Skin Institute in La Mesa in San Diego area. And I went down there, same thing. I mean so nervous. She loved it, thank God. And then she tried it out on a few of her clients, just hey, what do you think about this? They loved it too. So got brought on a professional roster. No name, just the mineralizing superfood clay based facial treatment mask. And that, that was like a victory for me to have that, you know, from a 660 square foot apartment to now professionally it was just like an internal victory. But I knew I had something from that point. And so after doing Dave's podcast, that helped me put it together professionally and make it available for sale. But I wouldn't. It would have been very difficult to get a customer without Dave Asprey's help. So to this day I'm beyond that opportunity.

Yeah, I, I love it. So what year was that?

2014.

Wow, that's. That's wild. So, so the. So you have the clay mask and today, how many skus do you have?

15. 15. About to be 17. Working on curandera, an adaptogenic healing tonic. Wait till you see that. It's lifosomal tamaquan and blue lotus frankincense. A little 14, 000 elevation shilajit, but it's gonna taste good too. So it's nice to like be able to give something to my friends, loved ones and then put something available that. It's our second internal ingestible. But we have a sunscreen coming out called Al that I just was hesitant to release the sunscreen because I love the sun and I just believe that getting good sunlight is great, but also healing post sun, you know, but you can. I just don't think it's our number one inquiry and I haven't found one that really does the job with respecting the sun as well and using other elements like conductors. 24 Karat Gold Manuka Honey red raspberry seed, kakadu plum. Anyway, so that's coming out this year as well and I just, you know, we're going to continue to just create products as clean as we can make them, but powerfully effective as well. You can do both. You can do both.

Yeah. No, I love it. So you knew nothing about the skincare industry from the perspective of actually creating something, yet you just rolled up your sleeves and decided, I'm going to get this done. So how did you. I think that I feel like there's definitely a formula for many, many founders. No matter what industry you're in, you're interested in something. Obviously you had shown interest in the asked for good skin ingredients, but now you're in it, right. How hard was that to figure out how to actually create your products? Obviously you've changed them slightly, you've added skus to the line, but how difficult was that to actually jump in and learn about this industry?

Oh, liquid products, from powder to liquid, much different. I remember meeting with my first contract manufacturer in the LA area. He was recommended from a friend and I remember walking in and first liquid product. Right. People wanted a follow up moisturizer to the clay mask. And he's just walking in. It's like baking a cake, right? Water glycerin. And what, what are you trying to go? And I'm like well no, not, not water glycerin. I was, I kind of wanted like a, a bee product base. I'm thinking beeswax, propolis, cacao butter. He goes oh, we got beeswax. But the, it just, the passion wasn't. I didn't want regular anything. I mean my, my sourcing for the clay mask has seven different sources for nine ingredients. I mean it just. And it. There wasn't a whole lot of deep passion like an artistry in his response. So like luckily I found a family in North Shore Oahu, Haleiwa, Hawaii that holistically raises bee products. So I call cold called them. I heard my video playing in the background. So they got, I mean at that point we had volume. I don't, I'm so a little embarrassed about that. But you could. When you pop to the site you hear the video playing. So they, they got familiar with the story. Who's this guy calling? But they, they like they, they. You know, that's how it all started. Just a cool. Hi, I just found out about your facility. I'm looking to make a moisturizer to my follow up. To follow up my alter clay mask. Here's my website. And it took 22 tweaks. That's 21 phone calls to Anthony back and forth which normally revision formulation you, you know, five to maybe 10 because everyone you pay for. And I just. But he was very patient with me. It was a very dynamic formula that I wanted that I had to have German chamomile. See buckthorn, aloe, carrot seed, calendula. They're just the quality oil. And I've just been very. I'm very grateful that I have chemists that are patient and allow me to kind of push the boundaries on proprietary blends and create our own on the, on the other side. You know, just. I know it takes more work but they realize it's, it's a big part of like just my, my art. I don't care how long it takes, I don't care how much it costs. I just. Once we get it though that feeling internally is hard to describe of formulation. Putting a bow on a product is. It's exhilarating to me. So I just. And there's a way to stand. A very obvious way to stand out and just don't put in the sodium benzoate, potassium sorbate. The glycerin, the ingredients that don't serve the skin. We all get that red to green rating on cleanliness of ingredients. Why would you ever put anything that isn't through the roof green onto your large detoxifying organ? Why would you put anything toxic, even a decimal point? Never. So we, that's just, it's a beautiful way to stand out. Alator is Latin for feeding and nourishing your skin being your largest organ to treat it like another mouth. And so just staying firm and committed to that mantra and mission of ingredient integrity has been fun because you get to just share your truth and, and also a passion for, for this and purity of ingredients. And just I believe because you're not irritating that process, your body isn't, you know what's this, you know that of a synthetic or toxic ingredient. It just, I believe our because I have very sensitive reactive skin. I just have experienced that my body responds better to clean natural ingredients from mother nature.

How did you come up with the name Alatura? You talked about the meaning of it but how did that come to you?

It was Golden Glow for a while. Both G's capitalized no W. I just love the golden glow that the clay mask gave you and I very grateful for honest friends that kind of took me aside and went Andy, that sounds like a bronzer. And I'm like because I love the name and when we shot it around for a little bit and Alatura naturals, Alatura being Latin Latin sacred language and just universal, universally respected and then just Latin for feeding and nourishing. I just think it's synonymous with everything that I'm about and I, I love that name. I can't imagine any, anything else. And I'm so glad we didn't go with Golden Glow. But yeah, that's a story of the name.

So you were, you and I were chatting before we hit record. So 99 of your business today is direct to consumer but you are in different outlets and you're getting into more and more opportunities. How do you educate your consumers about the benefits of these products? I mean it's, it's tough right? You, your post, you're in a very competitive industry but how do you get them to really understand what you're about?

Our customers, it's a social media friendly product, the clay mask but they are so excited to share, you know doing my self care Sunday. So like just sharing that and then them getting back because we always ask oh, how'd it go? The reviews. So just our customers are the reason why we're here. It's just they tell their friends I we didn't start marketing on Meta. It's like five, six, seven years into it. So it was just podcasts. I was on Dave's three times initially in that first year. So Dave go over to Ben Greenfield and then Ben, you know, just sharing my story. I can take a no, but it would be an honor to be on your show just like yours and then just like little engine that could to sharing. Hey can I would love. You know I was on Dave's and Ben's. My name's Andy Nilo. You know, just sharing the story of this product that I created. And they would, you know, normally everyone would say yes. Marc Sisson, Josh. Dr. Josh Axe Wellness Wellness. So that really was how it all got started because I was able to get on these podcasts and drive traffic to that our website. And keep in mind it was very small. But I. The thrill was unbelievable to just be able to do that, to share something that was an idea and got told no for a couple years. And I just treated and still do treat it as a sacred opportunity to just share the true story about how I got into this. But yeah, it was just perfectly slow and steady, if that makes sense. It wasn't too much. We only had one product we took the profit from. I didn't have a business plan. I learned about profit, cost of goods. All this on the go. It's just the truth. But I luckily was still working at the time modeling for Oakley. So I had some money on the side that was able to invest into my new moisturizer and then just two products and then took the people wanted a little nighttime treatment. So I went back and my, my pace that I was talking about went to Anthony again. Same deal, didn't take 22 tweaks, but perfectly formulated that now it's our number two bestseller that. That night cream. So. But just slow and steady. We didn't roll out this. This line. And so I think our customers got to see and feel because I would tell the story throughout of the formulation. I mean our Fragrance presence. Over 100 tweets. At the end they started just. They would give us notes like 6. But they started hiding the notes and just 1, 2, 3, 4, 5, 6. Because I would get wrapped up in my head. You know, you clear the palate with the coffee beans. But I would, I couldn't, I couldn't decide. It was so tough. I signed off on that three times, which means two times in quarantine I go, Susan, I'M so sorry, I just. It's a little too sweet. There's a bit. So you normally don't go through revisions in quarantine, but twice. But we got that though it's 75% organic. It's a fragrance that you can feel confident wearing. Fragrance is one of the biggest culprits and you know, affecting our endocrine system, hormones. Fragrance is a big culprit, is one of the most damaging components, you know, commonly located in hairspray, makeup, perfume, skincare products as well.

So what, what has been one of your biggest challenges in creating the products and the company and was there a moment when you thought I don't know how to do this? I. I'm not sure. It seems like you're very resourceful. You're willing to pick up the phone, you're willing to talk to lots of people to ultimately get to the answer. But there had to have been a time when you felt like this is so challenging. I'm not sure if I'm going to be able to get through this situation.

Why Dave Asprey as a partner? I mean he had to this day the most impressive man on stage that I've seen. I've never heard him say, I don't know to me he has a solution. So luckily I have to say that having him on the other end to help out in situations. But I didn't bother him. Keep in mind he was riding bulletproof diet and I, I took it as a challenge when they, I mean you, like you mentioned it, you know, there's a lot of information, a lot of resources out there. So I didn't. If I needed Dave I would reach out and he was extremely helpful helping me find a packaging expert or labeling. They think, you know, packaging is huge. So when I ran into a. Yeah, it. I just, I don't know and I don't want to say like I always find a way but I just, you know, we, there have obviously been challenges. I would say just the thing is my number one is finding and it's going to happen hopefully like a right hand person that is close to my energy, that, that loves this as much as I do. We're 11 years into it, you know, small team but there's a level of experience and hunger that I crave and dream for to. Because if I had someone alongside, it's just, just me right now doing the, the higher level positions. But it's an opportunity. I mean what more do you want in life? I. Especially something that you made. So I. This is My dream. And I. I just. But, yeah, I could use some help, but it's. It's all right.

More than anything. So did you. What was the hardest and most difficult product, maybe one you're most proud of producing of all of your skus that I. You know, it's fun. I created a company called Hint Water, and I always tell people that the lemon was the one that was actually the most difficult because there's so many products out there that people think of when they think of lemon, and we're using real lemons. And you have to be very careful because it can actually turn into turpentine. I mean, it's just. It's a very complicated when you're using the rinds and, you know, you're using real stuff. It's a very different story than flavors. Right. So that is. So that was probably. And that. It surprised me that it was so difficult, but it was very, very hard. So when we finally figured it out and it came out, I was like, I am so excited about this. Have you had one product that you've just been like, wow, finally we've got it.

Meteorite Scrub. Six years, you know, approaching seven. And I had it done three years before. And then I went in on the sugar cane tube from the single source out in Brazil. I mean, for two years designing it, going through all the artwork, and then I found out there were trace elements of plastics in there that. I mean, can you imagine for two years just going so excited because all I wanted was the visual variants of a tube of a scrub. And then being able to explain sugar cane. We didn't go plastic. And so. And then just kind of going. The formula was done for two years. And just. Anyway, that. That was. You know, it's part of the. It's what. It's my tuition as a business owner, whatever, to, you know, those situations happen. But that, I would say was the most frustrating because coming up with the formula, testing that for four years and then sitting on two with the packaging, knowing the formula and people asking throughout, that was just, yeah, the most challenging thing to deal with because. Yeah, I wanted that, too. But that. But the jar is. It's ironic. Things tend to work out how they're supposed to. The jar is even better.

So when you have challenging moments, you've got people like Dave, you know, to reach out to. To kind of give you a bump. But it's hard being an entrepreneur. It's hard being a founder, especially if you're, you know, doing. You're wearing multiple hats, right? What, what kind of advice would you give to other entrepreneurs who are passionate about creating impactful brands but just like what are they getting into?

It's in my opinion, I just, I have endless energy because I truly do love this. I. So that's an advantage if you're. But I mean there are millions of business owners that aren't in love with their product. I, I'm just saying it really does help to have a genuine. I just wake up first thought, first and last thought of the day is well, you know, what can I do rather than that feeling of dread.

Oh ouch. Is there a slack or something going off?

Sorry.

That's okay.

Let me see if I can go to. Yeah, I want to. Oh man, I force quit that. I don't know why that came. I'm sorry about that.

That's okay.

I apologize.

No, no, no, that's, that's fine.

Just quit it. Sorry about that.

No, no, no, that's fine.

What was the question again?

So we were just. What advice would you give to people, entrepreneurs. This is the last question by the way. What advice would you give to entrepreneurs Knowing what you know today about starting a business and you know it's a lot of work, it could be really challenging. What would you tell others based on what you know today?

Use your network and ask a lot of questions to anybody who's done it before, even if you don't know them. Reach out. We all see the emails. It's very that you know with social media these days. Hey, I have a couple, couple questions. Please do not spend so much money. Use your cash wisely for the 5, 10, 20 thousand dollar meetings with these experts to give them an opportunity. It's really rampant these days. I would say be very reach out to me if you want and I say that almost on every podcast because I just want to protect the small, hungry, passionate business owners from going oh here's my opportunity. And then 20 of the 25,000 goes to this guru that does nothing. They and it's. I, I just, I really, really mean that. You can do so much, you can learn, that's what and then if you have an interest, that's a big bonus into your product. And if it's not my not just meant to make money if that's the focus, I don't even know what that would feel like. So it's just how good can I make this? And when it is, you can't wait to just share it. So that's, that's me though. I understand that's not Everybody's situation, but it really helps to have your heart involved with it. And then number two, just please be mindful of the experts that you meet with that you don't want to. Just maybe if you get into a situation like Dave, I, I had a. I made him a partner of Alatura because of the opportunity, you know, and it cost a little bit, but it was a loan situation. So there are different ways to work deals. I just please use your cat precious cash, hard earned cash and just do your research before meeting with some of these people that are going to help you out. I mean, if that makes sense. It's just, I would hate to see, you know, big because I get a lot of people reaching out mentioning, well, I have this opportunity now that people are, you know, charging for podcasts. I maybe make, say just pour your heart out into an email and then maybe make them a commission or an affiliate and say, I can't afford this podcast appearance. But I would love to. There are so many people out there that'll get you on and do it just because out of the kindness of their own heart. Like, like you. And definitely. Does that make sense? That's what I, that's. That's my best advice, I would say.

I love it. Oh, ouch.

Yeah.

Is that a. That's okay. If you could just silence it just for a second.

Do not disturb.

Maybe just close that window. The slack.

Yeah, it's not, it's not up.

That's okay. Let's. Let's just close it up real quick and then we'll edit that part out. It's all good.

Let me see. Just.

You know what, we're good. Let me just do this one quick thing. So, Andy, your story is incredibly inspiring, from overcoming a life changing accident to building a globally recognized skincare brand. And you've definitely showed the power of resilience, innovation and passion and really appreciate you sharing your journey and insights with us today. Super. Appreciate it.

Well, thank you for having me on. Thank you for the opportunity.

Absolutely. And we'll have all the info in the show notes for Alatura Naturals and how to reach out to Andy as well. And I know he also has a promo code that we'll be able to share that in the show notes too.

Yes. Well, thank you so much for having me on. If anybody wants to visit alatura.com and just use Kara 20 for 20 off the store. And I just really appreciate you having me on.

Awesome. Thanks again.

Thank you.