From DTC to Target: how heywell is making wellness more accessible

Hi Britt! Can you start by telling us a bit about what your building at heywell?

Of course! Heywell is all about creating sparkling, functional waters designed to help people meet the demands of modern life. We infuse our drinks with adaptogens, antioxidants, organic caffeine, and more to support energy, immunity, focus, hydration, and stress relief. It's all about making wellness easy, accessible, and delicious for everyday moments.

You and Ashley come from the alcohol industry. How did your experiences there influence the creation of heywell?

We spent about 25 years in the alcohol industry, which was a fun and exciting place to be, but we started noticing a shift, especially with younger consumers drinking less. People were looking for products that offered more functionality, things that worked harder for them. We were constantly experimenting with adaptogens and other ingredients at our desks, but we found many wellness products either lacked taste, were intimidating, or didn’t have high-quality ingredients. We thought, why not create something that is not only effective but also delicious and approachable? So, after years of creating brands for others, we decided to build something for ourselves.

That’s an inspiring leap from corporate to entrepreneurship. Was there a defining moment that led you to make the shift?

Honestly, it was a long time coming. Ashley and I had worked together as senior vice presidents in the alcohol industry, and we spent a lot of time supporting each other as women in a male-dominated field. After years of working on big brands for other people, we just got to a point where we wanted to create something of our own. There was a lot of passion and a real desire to make wellness more simple and accessible, so we took the leap. It wasn’t easy, and there were definitely challenges, but we wouldn’t trade it for anything.

What inspired the mission behind heywell? Was there any personal experience that shaped the ethos of your brand?

When we started heywell, we really wanted to make wellness feel more inclusive and accessible. We love the wellness space and all the ingredients it offers, but we felt like the industry was a bit exclusive, showing only one type of person or one way to be healthy. We wanted to create a space where everyone felt welcomed, no matter their background or wellness journey. We believe that wellness doesn’t have to be complicated or unattainable. It’s about taking small steps every day, and we wanted heywell to reflect that ethos, offering support for everyone, with a lot of high fives and less judgment.

You’ve really tapped into a unique blend of wellness and self-care. How did you identify that gap in the market and what did your research tell you?

Both Ashley and I spent a lot of time imagining the future of consumer goods in our past roles, and we saw a big gap in the wellness drink space. Many of the products out there weren’t really good for you, too much sugar, too much caffeine, or lacked modern ingredients. We also noticed that consumers were looking for something more functional, like supporting mood, immunity, and stress. There was a clear demand for better-for-you products that weren’t just energy drinks or sugary sodas, but something that addressed everyday challenges. That’s when we knew we had to create something that could fit seamlessly into people’s lives and provide real benefits without compromise.

Can you walk us through your ingredient sourcing and how you ensure the quality of your products?

We’re really intentional about the ingredients we use. All of our ingredients are non-GMO, organic, and grass-certified. Quality is key for us, and we source from the best suppliers to ensure that our drinks are not only effective but also clean. But beyond that, we also focus on the “feel” of the ingredients. Some of them, like ashwagandha or schisandra, take time to build up in the body, but others, like caffeine, ginseng, or L-theanine, offer immediate effects. Our goal is to create drinks that provide both instant relief and long-term benefits, so we think very carefully about how each ingredient works together.

How do you personally integrate wellness into your daily routine, and how has that influenced heywell?

Both Ashley and I are big believers in the idea that wellness is personal and varies from person to person. For me, sleep is a big priority, while Ashley loves her morning workouts. We’re both moms, so it can be tough to balance it all, but running our own business gives us the flexibility to prioritize what matters. We also believe that it’s okay to not always be perfect, some days we get everything right, and other days we don’t. The important thing is to keep moving forward and not be too hard on ourselves. That’s something we want to reflect in the heywell brand too, wellness doesn’t have to be rigid; it’s about taking small, manageable steps and being kind to yourself along the way.

What other brands do you admire, especially in the context of a holistic morning wellness routine?

As women entrepreneurs, we always try to support other women-owned and diverse-founded businesses. We know how challenging it can be to build a brand and raise money, so we try to collaborate with companies that share our values.

What has surprised you most about the journey of building heywell, and what has been the most rewarding part?

The most surprising part has been how often you get knocked down as an entrepreneur. There are constant roadblocks and challenges, and it can feel like you’re getting punched in the stomach every day. But the key is learning to pivot quickly and keep going. In the beginning, it would derail us for weeks when something went wrong, but now, it’s almost like we’re trained to immediately ask, “What’s next?” The reward, though, is seeing people enjoy our product. When someone tells us they love it and that it’s not just good for them but actually enjoyable, it’s an amazing feeling. That’s what keeps us going.

What advice would you have for someone thinking about starting their own wellness brand?

Don’t wait for it to be perfect. Just start, and allow yourself to evolve. The hardest part is often just taking the first step, and then it’s about sticking with it, even when it gets tough. There’s never a perfect time, and the market will always change, but if you’re passionate about what you’re doing, just dive in. You’ll learn along the way and grow as you go.

Finally, for any founders out there facing tough moments, how do you push through those low points?

It’s definitely about persistence and learning to bounce back quickly. There will always be challenges, but each one is a lesson. The key is not to dwell on the tough moments. It’s about picking yourself back up, learning, and finding a solution. Life and business are full of ups and downs, but as long as you’re heading in the right direction, you’ve got to celebrate the progress. It’s all part of the journey.

Learn more about heywell