Our Story

At The Tribalist, we’re passionate about helping people create Healthy Homes by identifying healthier, more sustainable alternatives that benefit our health, wallets, and the environment.

"a deeply personal health scare..."

Our co-founder Jill’s journey began with a deeply personal health scare—an allergic reaction on her face that wouldn’t go away. After dozens of tests, she discovered she was highly sensitive to propylene glycol, a chemical found in many conventional and even so-called "clean" beauty products.

The realization was a wake-up call: even products marketed as safe or "organic" often weren’t. As Jill dove into ingredient lists, online databases, and research studies, she found just how widespread these chemicals were—and how little transparency existed.

Determined to find safer solutions, Jill began building her own database of truly non-toxic alternatives, starting with Amazon and Etsy. She tested and reviewed countless products and began to recognize patterns: brands that cut corners, ingredients that were repeat offenders, and products that genuinely delivered healthier results. What started with skincare soon expanded to haircare, household items, and beyond. Jill’s experience became a guiding force in

The Tribalist’s mission to make sustainable living both accessible and practical.