When I started Raw Generation I was 29. Single, no kids, way more energy, and I could push through pretty much anything. A heavy week just meant making up for it with a complex wellness routine… and I thought that was balanced.
For a long time I thought this brand was about fixing.
But somewhere in the last few years I crossed a quiet, invisible line. I got older (obviously)... not in a scary, 'oh shit, what have I done to myself' way. Older in a way that started to open my eyes to what actually matters.
I had my son in January of 2021 and my daughter in August of 2022, and somewhere in the blur of sleepless nights and never having enough time, I realized I needed to do less. Say ‘no’ more often. Let go of the things that really weren't working for me.
We need less to-dos. Fewer steps in our routine, less beauty hacks, less of the never ending wellness tips, less pressure to perform, less of everyone telling us what we should be doing with our almost non-existent free time.
Don't you just want to slow the F down?
I realized I was chasing an ideal that wasn't even coming from me. It came from impossible standards the wellness world has been perpetuating for the last decade, and I got sucked right into it.
I started wanting something else entirely. Rested. Clear. Comfortable in my body, regardless of the number on the scale. Relaxed. Beautiful.
As I was remaking my personal life, I realized Raw Generation needed a makeover too. So that's what we're leaning into. Softer, more intentional. Less noise. More feeling.
Feel Beautiful. Everything we do here, from this day forward, lives under these two words.
Not to look a certain way. Not to fix anything. Just to feel good. Less pressure, more of what you've been missing. Nourishment. Rest. Sleep. Quiet. The way you feel after a real deep sleep, or a slow morning, or walking outside on the first warm day of the year.
Being forced to slow down taught me that more is rarely the answer.
And I feel better now, at almost 44, than I ever have.
There's nothing to buy in this letter. I just wanted you to hear this from me first. We’re changing and we think it’s for the better.
Thank you for being here while we grow into the version of us that has always been here, underneath, waiting to be discovered. Coming up on our 15th year, and I'm so damn glad you're here with us.
With love,
Jess
Co-founder, mom of 2, recovering wellness addict
