“For the Pro” is a video series where we speak to amazing business leaders in the health, wellness, and nutrition space about what really goes into running a company. We delve into what’s working (and what’s not ), how to be an effective and supportive leader, ways to stand out, and how to navigate competitive landscapes.
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You may have spotted some influencers on social media brushing their teeth with something that looks like tar. Those scary black-toothed smiles are actually from charcoal toothpaste which fans swear by for whitening teeth. Two sisters, Azra and Amra Hajdarevic were at the forefront of this trend. Pregnant with her first daughter, Amra quickly learned that more than 232 chemicals make their way from the mother’s environment into the baby (and that includes many in toothpaste!).
With more than two decades of combined experience in the beauty industry, these sisters knew the market in and out...its weaknesses included. They were dumbfounded to find there was a warning label on most tubes of toothpaste. Wanting to create something safe (yet actually effective) for everyone, Amra turned her kitchen into a toothpaste lab in search of natural ingredients that worked. From that, Terra & Co was born—one of the first USA-made, FDA-approved, 100% vegan, gluten-free, and cruelty-free oral care lines.
And, if that isn’t game changing enough, they also wanted their company to give back. As Bosnian refugees, the sisters knew firsthand about receiving aid—which is why every purchase goes back to organizations like the Los Angeles Downtown Women’s Center.
Many of the Nutritious Life Studio alumni and students have asked about philanthropy in business. So, we sat down with Azra to talk about their mission and the importance of transparency as it relates to charitable giving.
Watch the interview below to learn more about launching a business, what it means to be truly sustainable, and tools you can try to incorporate philanthropy into your own endeavors.