Why We’re Saying Goodbye to “Crunchy Mamas” and Hello to Cascadia Roots

When this business was first launched, “Crunchy Mamas” felt like the right name. It was playful, earthy, and rooted in the DIY spirit we loved. It made people smile. It reflected the homemade, chemical-free skincare we were making out of love, beeswax, and botanicals in the Pacific Northwest.

But over the years, we’ve evolved, and so has the world.

Let’s get honest for a second: the term “crunchy” has been through it. What once stood for sustainable, earth-conscious living has become a shorthand for some truly unhinged beliefs. It’s been co-opted by anti-vax conspiracy theorists and wellness grifters who preach pseudoscience in a pretty bottle. And we are not here for that.

We believe in science. We believe in herbal wisdom and in clinical research. We believe that your skincare can be rooted in nature without rejecting the data. If a study tells us something isn’t safe or effective, we pay attention. If your doctor tells you to keep using your medication, we’re not going to try and sell you a balm instead.

Also? Let’s talk about the “mamas.”

We love moms. We are moms. But the name “Crunchy Mamas” has limited us from day one. We’ve heard it again and again: “I love your products, but I’m not a mom.” “Can I still use this if I’m not a mama?” YES. You always could. But if our name made you feel excluded, even a little, that was a problem. One we’re ready to fix.

We want to be a brand that welcomes all identities. That doesn’t assume your gender, your parental status, or what kind of person you are based on what you look like. Our products are for every body. Full stop.

So, we filed our LLC renewal and are submitting our name amendment with the State of Oregon. We’re proud to announce our new name:

Cascadia Roots.

Still handmade. Still chemical-free. Still powered by plants and radical love.

We’re not ditching our roots, we’re just letting them grow deeper.

Thank you for sticking with us as we bloom into this next phase. It’s not just a name change. It’s a reclamation.