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MIND
BUSINESS
WOMANHOOD
BROWSE THE DIARY
Female founder. 17 years.
Writing from the honest middle of it.
ABOUT CAMILLA
I have been in three different camps over the years. Sometimes at the same time.
The first is the one that sells wellness to you. The red light therapy, the grounding mats, the twelve-supplement morning routine, the electrolytes you definitely need and the cold plunge you probably don’t. It’s beautifully packaged. It makes you feel like you’re doing something. It costs a fortune and it’s very good at making you feel like the problem is that you haven’t bought enough of it yet.
The second is the one that turns inward – the journalling, the crystals, the divine feminine, the astrology, the universe guidance. And I say this with full respect: there is something real in it. But there’s also a version of it that keeps you so focused on signs and cycles and synchronicities that you never actually do anything. I’ve been in that camp too.
The third is the heavy science one. The evidence-based, citation-led, peer-reviewed, if-you-don’t-understand-the-mechanism-you-shouldn’t-be-doing-it crowd. I studied three science A-levels and radiotherapy at university. I love the biology, the biochemistry, the psychology. I find it fascinating. But I’ve also noticed that this group tends to dismiss everything that can’t yet be measured – and that means discounting half of what actually works.
I have been pulled between all three. Found things I agreed with. Thought I’d found my people. Then found the thing I couldn’t get behind. Left. Tried the next one. Repeated.
Until I stopped.
What’s Actually Happening
Here’s what I’ve worked out after eight years formulating natural skincare and being part of this industry.
Each of the three wellness worlds has something right about it. And each has a business model built on keeping you confused.
The consumerism camp needs you to believe that your body is a problem to be solved with the right product. So it manufactures new problems constantly. You weren’t worried about your cortisol levels until someone started selling cortisol support supplements.
The spiritual wellness world needs you to believe that the answers are always just one more practice away. One more retreat. One more ceremony. The constant search becomes the identity.
The science camp needs you to believe that you cannot trust your own experience without peer-reviewed evidence to back it up. Which keeps you dependent on the person interpreting that evidence for you.
All three have this in common: they need your confusion. Overwhelm is their business model. The more complicated they make it, the more they have to sell – whether that’s a product, a programme, or a subscription to their particular version of the truth.
And it is exhausting women. The contradiction. The noise. The anxiety of not doing enough, not knowing enough, not being enough at your wellness.
Here’s what I know from the inside of my own body: you don’t need to fit a type. The barefoot-in-the-sunshine thing? Evidenced in science, as it turns out. The supplements I take? Thoroughly researched, carefully chosen – a handful, not a morning routine. The yoga mat in the garden? The processing my thoughts on paper? Also evidence-backed. Also things I just like.
Your body is not waiting for you to pick the right wellness category. It’s already telling you what it needs. The problem is the noise is too loud to hear it.
The Application and the Invite
I created ERA because I needed to make a stand.
Wellness advice is being hugely overcomplicated. Business advice is being hugely overcomplicated. And they are being overcomplicated for the same reason – because simple doesn’t sell subscriptions.
I am not a wellness expert. I am not a certified business coach. I am 42 years of being a science-informed, nature-connected, practically wired woman who has been paying attention. Eighteen years across four businesses. Eight years inside the wellness industry. And a body that has had to learn the hard way what it actually needs versus what I’ve been told it needs.
ERA exists to give you both – wellness and business – uncomplicated.
Not a programme. Not a perfect system. Not someone standing above you telling you which camp to join.
A woman mid-journey, figuring it out in public, and sharing honestly what’s working and what isn’t.
Instead of telling you how to live within a successful life and business – I decided to show you.
That’s ERA. Built from the inside out. Life first. Always.
If this resonated – if something in here felt like it was written for you – come and find your people.
The ERA Edit is a free weekly letter for the female founder who is done building herself into the ground. Real thoughts, honest tools, and the kind of conversation that doesn’t happen anywhere else.
Or if you’re ready for more – find out about The ERA Collective, opening September 2026.
I have been in three different camps over the years. Sometimes at the same time.
The first is the one that sells wellness to you. The red light therapy, the grounding mats, the twelve-supplement morning routine, the electrolytes you definitely need and the cold plunge you probably don’t. It’s beautifully packaged. It makes you feel like you’re doing something. It costs a fortune and it’s very good at making you feel like the problem is that you haven’t bought enough of it yet.
The second is the one that turns inward – the journalling, the crystals, the divine feminine, the astrology, the universe guidance. And I say this with full respect: there is something real in it. But there’s also a version of it that keeps you so focused on signs and cycles and synchronicities that you never actually do anything. I’ve been in that camp too.
The third is the heavy science one. The evidence-based, citation-led, peer-reviewed, if-you-don’t-understand-the-mechanism-you-shouldn’t-be-doing-it crowd. I studied three science A-levels and radiotherapy at university. I love the biology, the biochemistry, the psychology. I find it fascinating. But I’ve also noticed that this group tends to dismiss everything that can’t yet be measured – and that means discounting half of what actually works.
I have been pulled between all three. Found things I agreed with. Thought I’d found my people. Then found the thing I couldn’t get behind. Left. Tried the next one. Repeated.
Until I stopped.
What’s Actually Happening
Here’s what I’ve worked out after eight years formulating natural skincare and being part of this industry.
Each of the three wellness worlds has something right about it. And each has a business model built on keeping you confused.
The consumerism camp needs you to believe that your body is a problem to be solved with the right product. So it manufactures new problems constantly. You weren’t worried about your cortisol levels until someone started selling cortisol support supplements.
The spiritual wellness world needs you to believe that the answers are always just one more practice away. One more retreat. One more ceremony. The constant search becomes the identity.
The science camp needs you to believe that you cannot trust your own experience without peer-reviewed evidence to back it up. Which keeps you dependent on the person interpreting that evidence for you.
All three have this in common: they need your confusion. Overwhelm is their business model. The more complicated they make it, the more they have to sell – whether that’s a product, a programme, or a subscription to their particular version of the truth.
And it is exhausting women. The contradiction. The noise. The anxiety of not doing enough, not knowing enough, not being enough at your wellness.
Here’s what I know from the inside of my own body: you don’t need to fit a type. The barefoot-in-the-sunshine thing? Evidenced in science, as it turns out. The supplements I take? Thoroughly researched, carefully chosen – a handful, not a morning routine. The yoga mat in the garden? The processing my thoughts on paper? Also evidence-backed. Also things I just like.
Your body is not waiting for you to pick the right wellness category. It’s already telling you what it needs. The problem is the noise is too loud to hear it.
The Application and the Invite
I created ERA because I needed to make a stand.
Wellness advice is being hugely overcomplicated. Business advice is being hugely overcomplicated. And they are being overcomplicated for the same reason – because simple doesn’t sell subscriptions.
I am not a wellness expert. I am not a certified business coach. I am 42 years of being a science-informed, nature-connected, practically wired woman who has been paying attention. Eighteen years across four businesses. Eight years inside the wellness industry. And a body that has had to learn the hard way what it actually needs versus what I’ve been told it needs.
ERA exists to give you both – wellness and business – uncomplicated.
Not a programme. Not a perfect system. Not someone standing above you telling you which camp to join.
A woman mid-journey, figuring it out in public, and sharing honestly what’s working and what isn’t.
Instead of telling you how to live within a successful life and business – I decided to show you.
That’s ERA. Built from the inside out. Life first. Always.
If this resonated – if something in here felt like it was written for you – come and find your people.
The ERA Edit is a free weekly letter for the female founder who is done building herself into the ground. Real thoughts, honest tools, and the kind of conversation that doesn’t happen anywhere else.
Or if you’re ready for more – find out about The ERA Collective, opening September 2026.
you don't lack answers. you lack conditions.
JOIN THE ERA EDIT
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