Our Founder's Story

Meet the Founder

Jen Lugo – Formulator, Problem-Solver, and Wellness Advocate

Verefina was born from a simple but powerful truth: we deserve better.

Like so many moms, I assumed the products marketed for babies were safe—until I took a closer look. What I found shocked me. The leading baby soap I had been using on my children contained highly toxic ingredients. That moment changed everything.

I dove headfirst into research, determined to create a safer way. What started as a mission to protect my family quickly became something bigger. I realized that even the so-called “natural” products on store shelves weren’t always safe. That’s when I knew: if I wanted truly clean, effective products, I’d have to make them myself.

Verefina was built on that promise:
✔️ Only the safest, highest-quality ingredients
✔️ Effective, time-tested formulations
✔️ Zero compromises—ever.

Every Verefina product is handcrafted with care in Salt Lake City, Utah. I hope they bring you the same peace of mind they bring to my own family.

Wishing you health, happiness, and safe, effective skincare!

— Jen & the Verefina Team