Klee Irwin founded the company in 1994 with a simple mission in mind — heal the world with plant medicine. He didn’t have much money. So, big advertising was out of the question. That led to a thought: What if that ad money were redirected into more expensive ingredients to make the products curiously effective? He watched that answer unfold over the following decades by finding that consumers appreciated getting a more profoundly potent result for their money. A cult-following evolved to where today, the company has millions of raving fans and Klee has enjoyed the warm and fuzzy feeling of doing good in the world as he witnessed countless customers’ lives changed by the healing properties of plant medicine