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From Basement Startup to B Corp®: The withinUs® Commitment to Doing Things Right
When I started withinUs® in my basement in 2014, it wasn’t about chasing trends or growth for growth’s sake. I wanted to create something real, rooted in integrity, care, and trust.
The wellness industry has long been crowded with bold claims, often unregulated and unproven, especially in the supplement space. At the time, I couldn’t find a collagen product I trusted. So I sourced and introduced North America’s first premium-select grade marine collagen: clean, bovine-free, sustainably sourced, clinically researched, and proven effective.
From hand-packing orders on a folding table to building a resilient, dedicated team, one question has guided us from the start: What do we stand for?
Our purpose hasn’t changed. To do better. To lead with intention. And to create something people can genuinely trust.
That’s why I’m proud to share this news:
withinUs® is now officially a Certified B Corporation®.
What B Corp® Certification Means
B Corp Certification is a global standard that recognizes companies meeting the highest levels of social and environmental performance, transparency, and accountability. It’s not just about what you sell. It’s about how you operate and who you choose to be.
To become certified, we were assessed by B Lab® across five categories: Governance, Workers, Community, Customers, and Environment. The process is intentionally rigorous. Every part of our business was reviewed, from supply chain and sourcing to team culture and community support. More than 60 percent of companies don’t pass on their first attempt.
This certification isn’t a badge for us. It reflects the standards we’ve upheld from the beginning, even when no one was watching.
Why This Matters
In a largely unregulated industry where terms like "clean," "natural," and "ethical" are often used without meaning, B Corp Certification represents real accountability.
withinUs® is the only female-founded North American collagen and natural health supplement brand to achieve B Corp Certification.
We are proud of what that represents:
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Transparency over shortcuts
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Premium, traceable ingredients without compromise
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Ongoing support through our withinUs To Give® program
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A culture of care, inclusion, and accountability
This is not a shift. It’s recognition of the path we’ve always chosen.
What It Means for U
When you choose withinUs®, you’re supporting more than a product. You’re investing in a company that believes business should be a force for good.
We’re committed to:
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Fair pay and a respectful, inclusive workplace
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Thoughtful product development rooted in sustainability
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Supporting causes that matter to our team and customers
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Staying accountable to our purpose, not just performance
A Journey Years in the Making
I first explored B Corp Certification in 2019. Like many small businesses, we faced unexpected challenges in the years that followed. In early 2023, with the leadership of Kerri, Zach, and Carter, we recommitted to the process. Their dedication, along with the support of our team, made this milestone possible.
This isn’t a finish line; it’s a framework, a promise to keep doing the work.
We’ll continue to ask hard questions. We’ll keep learning. And we’ll keep showing up for our customers, our team, and our communities.
Thank you for believing in withinUs. Whether you’ve been with us since the beginning or just discovered us, this milestone belongs to you just as much as it does to us.
We didn’t set out to sell wellness. We set out to do it differently. And we’re just getting started.
