The Business of Better explores how the most compelling wellness brands are built by understanding human behavior. In a crowded wellness market, growth isn’t about doing more - it’s about understanding better. This podcast dives into the psychology of customer experience and the real challenges founders face as they build brands people actually stay loyal to.
Your host, Leah Babroudi, is a lifelong enthusiast of consumable wellness and the science behind it. She studies functional compounds, holds a bachelor's degree in plant biology, and previously hosted an alternative wellness podcast.
Today, Leah brings her background to a more business-focused lens, working in the customer experience field and studying how consumer behavior, feedback, and expectations shape successful wellness brands.
She healed endometriosis naturally — and built a product around it | AAYU Science
Smita suffered from excruciating endometriosis pain. After being told the "cure" was stopping her menstruation, she decided to find another way. She discovered a natural protocol that eliminated her endometriosis — and went on to have a daughter. After years of research, she turned that protocol into a product to help others do the same. Men & women's reproductive health: aayuscience.com
29 Apr 2026
Alcohol Alternatives That Actually Help You Relax | Osia
Most people don’t actually crave alcohol… they crave a shift in how they feel. After a long day, it’s about unwinding, quieting the mind, and feeling more relaxed, present, and connected. But more and more people are starting to realize that alcohol comes with tradeoffs that just aren't worth it anymore. So what are we really looking for when we reach for a drink? And is there a better way to get there? In this episode, I’m joined by Gabriel and Isabella, co-founders of Osia, a modern non-alc...
15 Apr 2026
How to Stop Sugar Cravings Instantly (Without Willpower) | CraveX
Why are sugar cravings so hard to control — even when you know better? Sugar cravings are one of the hardest habits to break. Most people know they should cut back, but when that craving hits, logic goes out the window — and suddenly one bite turns into the whole dessert. In this episode, we break down why sugar cravings happen, what’s actually going on in the brain, and how to stop sugar cravings instantly without relying on willpower. I sit down with the co-founder of CraveX, a functional g...
2 Apr 2026
High Caffeine Without Jitters or Crash (Smooth Energy Explained) | Zest Tea
If your caffeine gives you energy… but makes you feel worse after, you’re not alone. I got to a point where my usual beverage of choice wasn't making me feel better… it was making me feel worse. Jitters. Crashes. Digestive issues. That wired-but-off feeling. So I started looking for a better alternative — and found Zest Tea. I had to bring on the founder, James Fayal, to break down how Zest was built to deliver a completely different kind of energy experience — combining high caffeine (135–15...
25 Mar 2026
How to Influence Buying Decisions Without Manipulation | Chelsea Burns
Most founders think customers buy based on logic. They don’t. In this episode, we break down what actually drives buying decisions - and why up to 95% of them happen below conscious awareness. I’m joined by Chelsea Burns, also known as The Marketing Psychologist™, who combines nearly two decades of marketing experience with a Master’s in Applied Psychology to help brands grow through ethical, human-centered strategy. We dive into the real psychology behind consumer behavior - not surface-leve...
18 Mar 2026
The Psychology Behind Beauty & Wellness Packaging | Lilian Santini
What makes us actually stop and pay attention to a brand? In the world of beauty and wellness products, packaging is often the first thing that captures a consumer’s attention. Before someone reads ingredients or understands the benefits, they are already forming a judgment based on design, color, and brand presentation. In this episode of The Business of Better, I sit down with Lilian Santini, Founder & Director of The Copper Portico, to explore the psychology behind beauty and wellness ...
13 Mar 2026
Most People Don’t Realize What Their Gut Is Actually Controlling | Lylah Health
Probiotics have become one of the most popular wellness products in the world, but most people still don’t understand how they actually work in the microbiome. In this episode of The Business of Better, I’m joined by Dr. Bilal Ahmed, cardiologist and co-founder of Lylah Health, a microbiome-focused supplement designed to support both gut and heart health in one daily drink. Did you know the human body contains more bacterial cells than human cells? In many ways, we’re less “human” than we thi...
16 Feb 2026
Why Personal Branding Wins in Gluten-Free Snacks | Julia's Faves
What happens when a founder turns a personal health challenge into a brand that customers deeply trust? In this episode, I sit down with Julia Giatrelis, founder of Julia’s Faves and the movement Gluten Freedom for All. After being diagnosed with Celiac disease, Julia experienced firsthand how stressful and overwhelming it was to find safe, enjoyable gluten-free snacks. Instead of accepting the frustration, she decided to change it. What began as a personal struggle evolved into a mission-dri...
30 Jan 2026
A Healthier Alternative to Nicotine & Energy Drinks | Nectr Energy
Nicotine and energy drinks promise focus and drive - but at what cost? In this episode, I’m joined by NECTR co-founders Oskar Klaveback, Jared Martin, and Brett Martin to break down a healthier alternative for people who want clean energy, calm focus, and control over their habits - without the crash, jitters, or dependency. They share powerful stories of customers who had been addicted to nicotine and stimulants for decades and were able to quit using NECTR, offering real insight into what h...
12 Jan 2026
Introduction
Welcome to The Business of Better, the wellness podcast built on one truth: Brands win when they deeply understand their customers. We break down how wellness CPG companies shape their products, messaging, and retention strategies around the humans they serve. Each episode uncovers the customer journey and what brands are doing to deliver unforgettable experiences, earn trust, and turn buyers into raving fans.
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