Our Founder's Story
The Founder’s Story
I couldn’t unsee what I learned.
Verefina began with three young children, a mother asking harder questions, and one conviction: we should not have to choose between products that work and ingredients we can feel good about bringing into our homes.
In 2008, while pregnant with my youngest, I began looking closely at the products I was using on my children every day. What I found scared me. Their skin was delicate, the ingredient lists were difficult to understand, and the alternatives I wanted simply did not exist yet.
I did not want fear to make my decisions for me. So I educated myself. I researched ingredients, learned how formulas worked, and began creating what I could not find: effective everyday products made without the ingredients I was no longer willing to use on my family.
That work became Verefina.
Fear started the search. Knowledge changed everything.
My questions were personal. I had experienced significant health problems when I was younger, and I understood how deeply our everyday choices can matter. I wanted practical ways to reduce the unnecessary toxic load in our homes—without sacrificing performance, beauty, or the pleasure of using a product that feels wonderful.
Back then, “natural” products were hardly a category. Today, the shelves are full of them—but beautiful packaging and clever marketing can still hide ingredients I would never put into a Verefina formula. That is why I remain deeply involved in what we make and why we make it.
Every ingredient has to earn its place. Every product has to work. And every formula is created with the same care that began at my kitchen table: the care of a mother who wanted better for her children and decided to build it herself.
When we know more, we can do better.
Verefina is here to make that “better” feel possible—not overwhelming. I want you to understand what you use, feel confident in the products you bring into your home, and know that effective care does not have to come with compromise.
This is personal to me. It always has been.
— Jen Lugo, Founder
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