FoundHer: Shanna Bynes on Building a Science-Backed Aromatherapy Brand Rooted in Wellness and Integrity

As part of our The FoundHer series, we’re talking to Shanna Bynes — an incredible Master Aromatherapist and founder of Grow Out Oils, a clinical aromatherapy brand bridging science, wellness, and emotional healing. With over two decades of experience in the aesthetics industry, Shanna has turned her deep expertise into a purpose-driven business that goes beyond surface beauty. In this interview, she shares how she developed a line of therapeutic-grade products backed by research, created space for other professionals through private label offerings, and stayed true to her values of sustainability, education, and holistic health every step of the way.

The FoundHer Files is our candid interview series spotlighting fearless female entrepreneurs who are rewriting the rules of business, leadership, and legacy. Through real stories of resilience, purpose, and bold reinvention, each installment dives into the journeys of women who dared to build their own lanes—and bring others along with them. These are the unfiltered blueprints behind the breakthroughs.

1. Can you tell us about your business and what inspired you to start it?

My vision for Grow Out Oils extends beyond merely creating effective products; it encompasses a holistic approach to wellness that integrates the brain and body at a cellular level. Each formulation is designed not only to address physical needs but also to promote emotional well-being and post care treatment. I understands that aromatherapy is a very powerful healing modality that significantly play a role in influencing mood and cognitive function, connecting the dots between essential oils and the powerful impacts on neuroscience.

Grow Out Oils Clinical Aromatherapy Company, was born from a passion for holistic health and a desire to harness the power of nature. Our journey began in 2016, with a small, passionate team dedicated to in-depth research and experimentation. We sought to create something truly transformative in the world of aromatherapy. After countless clinical trials, we discovered the perfect blend of essential oils and plant-based hydrosols, resulting in our flagship product line, the Original Grow Out Oil Specialty Care Blends.

From the outset, our commitment to quality has been unwavering. We source our ingredients from trusted farmers and suppliers around the globe who share our dedication to organic and sustainable practices. Each batch of our oils is meticulously crafted, ensuring that every bottle meets our stringent quality standards. Our attention to detail reflects our belief that self-care should be rooted in nature, not chemicals.

Today, we are proud to have impacted individuals worldwide, helping them embrace a more natural and holistic approach to wellness. As we look to the future, we remain dedicated to continuous research and innovation, striving to introduce groundbreaking products that empower individuals on their wellness journey.

2. What problem does your business solve, and who is it for? Grow Out Oils is

a clinical aromatherapy company that is backed by innovative products that are backed by the science of aromatherapy. Research has shown that certain essential oils can influence the brain’s limbic system, the area responsible for emotions and memory. For instance, lavender oil is known for its calming properties, which can help reduce anxiety and improve sleep quality, while citrus oils are often uplifting and invigorating. Grow Out Oils formulations harness these benefits, providing not just a sensory experience but also a therapeutic one that aligns with neurological principles. The Grow Out Oils Clinical Aromatherapy line addresses a critical gap in the market by supporting overall health and wellness through natural solutions. Our products cater to individuals seeking to enhance their well-being by addressing deficiencies in vitamins, minerals, nutrients, and amino acids. We believe that everyone deserves access to effective, clean beauty solutions without compromising their health.

3. How did you go from idea to execution-what were your first steps?

The journey from idea to execution is always exhilarating yet challenging. I start by defining the product’s purpose and identifying the specific benefits it will offer to licensed professionals, holistic practitioners, and end users. This foundational step is critical in a saturated market filled with ineffective products that fail to serve health-conscious consumers.

Once we establish the product’s purpose, we create a prototype and develop a comprehensive product protocol. This includes a detailed analysis of the ingredients and their interactions with the body, considering their absorption and exit points. The choice of ingredients involves a deep understanding of pharmacology to ensure efficacy and safety.

After conducting extensive formulation testing, we embark on clinical trials, which can span from eight months to a year and a half, depending on the product’s complexity. This rigorous testing phase is crucial for validating our formulations. Finally, we complete the branding aspects designing labels, crafting product descriptions, and ensuring compliance with regulations—culminating in a retail-ready product that reflects our commitment to excellence.

4. What has your entrepreneurial journey looked like so far?

My entrepreneurial journey has been a remarkable adventure filled with growth and learning. As an internationally recognized Master Aromatherapist and Medical Aesthetic Educator specializing in dermal absorption of active ingredients, I bring over 25 years of experience in the aesthetic and beauty industry.

My journey began long before the inception of Grow Out Oils. In the early 2000s, I toured the country with L’Oréal as a National Speaker for “Speaking of Women’s Health” and the “Universal Sister Tour.” This experience ignited my passion for educating others about the transformative power of holistic beauty.

I currently speak at the “International Esthetics Cosmetics & Spa Conference,” where I conduct targeted learning tracks and in-depth workshops on essential oils, aesthetics, and makeup. My extensive background has allowed me to collaborate with leading cosmetic companies such as L’Oréal, Image Skincare, and Estee Lauder, among others.

Recently, I have focused on creating clinical aromatherapy products for physicians and luxury spas, including antiviral hydrosol sprays and specialty oil blends. These unique formulations are crafted with care, emphasizing our commitment to using only organic ingredients. My journey has been about more than just business; it’s about making a lasting impact on the wellness industry.

5. What have been your biggest challenges, and how have you overcome them?

In the world of entrepreneurship, challenges are inevitable. However, I believe that preparation is key. My team and I have conducted thorough planning and research to anticipate potential hurdles. By staying informed about economic shifts in retail and manufacturing, we have navigated challenges with agility and foresight.

Additionally, fostering a culture of open communication and collaboration within my team has been instrumental in overcoming obstacles. Together, we brainstorm solutions and adapt to changing circumstances, ensuring that we remain resilient in the face of adversity.

6. Have there been any pivotal moments or turning points for your business?

Indeed, one of the most significant turning points for Grow Out Oils occurred when we decided to offer private label services. This strategic decision empowered our clients to build their own brands while increasing their revenue streams. By providing proven clinical products backed by scientific research, we have positioned ourselves as a trusted partner in the health and wellness space.

This pivot not only enhanced our business model but also strengthened our relationships with clients, creating a sense of community and collaboration.

7. What does a typical day look like for you as a business owner?

A typical day for me is a blend of strategic planning, team collaboration, and creative brainstorming. My week kicks off with scheduling calls and meetings for upcoming projects and appointments. Midweek, we hold team meetings to discuss ongoing initiatives, upcoming events, and marketing strategies.

I also dedicate time to product development, ensuring that our formulations align with our mission and quality standards. Each day is an opportunity to innovate and refine our approach, whether it’s enhancing existing products or exploring new avenues for growth.

8. How do you balance the demands of running a business with your personal life?

Balancing business and personal life is a delicate dance, but I am fortunate to have an incredibly supportive husband who shares my vision. Together, we prioritize open communication and collaboration, ensuring that we are aligned in our goals for Grow Out Oils.

We regularly schedule weekly meetings to discuss marketing initiatives, sourcing sustainable raw ingredients, and maintaining compliance with industry regulations. This shared commitment creates a harmonious work environment while allowing us to spend quality time together. Our goal is to build a brand that prioritizes the health of people, pets, and the planet.

9. Do you have a team, or do you work solo? How has that shaped your experience?

I have the privilege of working alongside a small, dedicated team of experts who bring diverse skills to the table. Each team member specializes in areas such as B2B/B2C sales, marketing, medical aesthetics, and clinical study groups. This collaborative environment fosters creativity and innovation, allowing us to leverage our collective expertise to create exceptional products.

Together, we strive to cultivate a culture of continuous learning and growth, ensuring that we remain at the forefront of the aromatherapy industry.

10. How did you fund your business in the beginning?

My entrepreneurial journey has been entirely self-funded, allowing me to maintain creative control over our product development. This approach has empowered us to launch new lines of products, including our successful Aroma Doggie Herbal Shampoo & Conditioner collection. This line caters to dog groomers, veterinarians, and pet owners who seek safe, effective solutions for their furry companions.

By remaining self-funded, we have been able to prioritize quality without compromising our values, ensuring that our products are free from harmful ingredients.

11. What have been your most successful growth strategies?

Our most successful growth strategies have revolved around private label and wholesale sectors. During the pandemic, we recognized a surge in demand from physicians and licensed professionals seeking to create their own brands. By offering clinical formulations tailored to pre- and post-care treatments, we have become a trusted resource for these professionals, helping them diversify their revenue streams.

This strategic pivot has not only fostered growth for our business but has also allowed us to deepen our relationships with clients, creating a collaborative ecosystem that benefits everyone involved.

12. How do you define success-has that definition changed over time?

My definition of success has remained steadfast. Success is not merely about financial gain but rather the culmination of hard work, passion, and dedication to improving people’s lives. It’s about creating innovative, effective clinical product formulations that prioritize health and wellness.

True success lies in building a community, providing support and training, and fostering an environment that encourages growth for future generations. This holistic approach to success drives my passion for entrepreneurship and motivates me to continue pushing boundaries.

13. What’s the best piece of business advice you’ve ever received?

The best piece of advice I’ve received is to invest in your field and continuously seek knowledge. Your experience, knowledge, and wisdom are your greatest assets. Standing in your authenticity is crucial; there is only one you in this universe, and embracing that uniqueness is key to successful entrepreneurship. When I decided to take my education to another level by attending one of the top schools globally, the American College of Healthcare Science which is a school that specialize holistic health and wellness, aromatherapy backed by science and research. This was a great decision for me and it empowered me as a licensed professional and business owner. Since graduating from The American College of Healthcare Science, I am an active Ambassador and Advocate for the school and it’s a great honor to be recognized and take part in a growing educational supportive community that embodies sustainability and health and wellness. The school was established in 1978 by Dorene Peterson who is one of the top pioneers in the field of holistic health, clinical aromatherapy studies and integrative health and wellness.

Surrounding yourself with mentors and learning from their journeys can also provide invaluable insights that help you navigate the complexities of business ownership.

14. What do you wish more people understood about entrepreneurship?

I wish more people understood that entrepreneurship is a journey, not a sprint. Success doesn’t come overnight; it requires careful planning, goal-setting, and a willingness to learn. Balancing personal and professional life is essential, as is being open to growth and adaptation.

Each entrepreneur’s path is unique, and it’s vital to respect and appreciate the experiences of others while remaining focused on your own journey.

15. Looking back, is there anything you would have done differently?

I genuinely have no regrets about my journey. Each experience has taught me valuable lessons and shaped who I am today. Like a runner who learns from every race, I embrace each project as an opportunity for growth and self-discovery.

Every challenge has contributed to my resilience, and I am grateful for the path I have taken.

16. Who or what inspires you, both in business and in life?

My husband is a primary source of inspiration for me. His ability to navigate high-stakes business conversations with ease and confidence is truly remarkable. He not only provides invaluable support in our business endeavors but also creates a safe space in our personal life. His intuition allows him to sense when I need encouragement or support, and I cherish the partnership we’ve built.

Additionally, I draw inspiration from the countless individuals I meet in the wellness and beauty industries. Their passion, creativity, and commitment to making a difference fuel my own drive to innovate and excel.

17. What legacy or impact do you hope your business will leave behind?

At Grow Out Oils, we are committed to building strong international partnerships and expanding our brand both globally and domestically. Our legacy will be one of sustainability, quality, and integrity. We take pride in using only the highest quality ingredients for clinical skincare and pet-friendly products, ensuring that our mission “Keeping It Clean”—remains at the forefront of our operations.

We aspire to leave an impact that resonates beyond our products, inspiring others to prioritize health, wellness, and sustainability in their own lives and businesses.

18. What advice would you give to other women looking to start their own business?

My advice to aspiring female entrepreneurs is to reflect on your unique skill sets and passions. Identify what excites you and find opportunities to turn those interests into a viable business. If you’ve received positive feedback for a service you provided, consider that a potential business avenue.

Create a detailed plan, set achievable goals, and embrace the journey, including the inevitable mistakes along the way. Stay positive, surround yourself with supportive individuals, and remember that entrepreneurship is about growth, both personally and professionally. Your unique gifts can make a significant impact in the world embrace them and let your passion guide you on your entrepreneurial path.

You can check out Shanna’s brand Grow Out Oils here.