As Of Late: Odele Founder Lindsay Holden's Routine As A Working Mom

While clean, natural beauty no longer falls in the "niche" category of the beauty industry—the majority of the offerings still skew on the higher end of the price spectrum. Not only that, but products are still not as widely available as their mass counterparts and often require a visit to a specialty e-retailer.

So even if the ideology is fairly mainstream, finding clean, high-quality products at affordable price points that cater to lots of needs and ages can still be a challenge. That's part of the mission behind hair and body care brand Odele, says founder Lindsay Holden, a mom-of-three based in Minneapolis, Minnesota. As a former senior buyer for Target, she had a pretty good read on what folks wanted out of their beauty routines.

"No matter what, no matter the season, sunscreen is always, always on my face. I use a bunch, but the one that I keep coming back to is the Supergoop Play Everyday SPF 50. And I've got that 18 fl. oz. pump size by every door in our home, especially in summer. Especially with three kids, I love it for being clean, fast, absorbing, high SPF, addresses both UVA and UVB rays, smells amazing, and is nongreasy. And honestly, the only one that doesn't sting my eyes! 

"A pain point for many moms is like finding a sunscreen that works for the whole family. We've tried everything, and the pump function makes it so it's one-and-done. Then the slip is so easy and absorbs easily, so it's a very quick application—because kids do protest. 

"At first I thought, Oh my gosh, that's a ridiculous price for a pillowcase. You know, versus just the cotton ones that come in your sheet set. But I honestly sleep so much better with silk pillowcases. Plus it reduces friction; it's good for your hair and skin. I just love it.

"This oil has been in the works for a few years, and I am so excited that we're finally bringing it to market. It's this nourishing, hydrating oil that's not too greasy. It's also super concentrated: For someone like me who has finer hair, it can be as effective as someone who has super-thirsty hair, who just drinks up product.

"I'm a devout Shipt Delivery. It buys me that additional time because I don't have to go to the grocery store, pick up the pet food, and run those errands. It just keeps the necessities in stock. I'm on, like, a first-name basis with a handful of people who deliver to my house.