A Case Study in Regenerative Business

All Good Products CEO Shares Her Journey from Reluctant Entrepreneur to Leader of Company Protecting People and Planet

Working as a climbing guide and a massage therapist with a background in herbal medicine, Caroline Duell was all about connecting with nature. Through a garden she had installed on the farm she was helping run with her partner, Ryan Rich, in northern California, she developed a salve, All Good Goop, that she gave away to her clients to heal their skin. A local store owner who was helping her by providing a physical location for her products convinced her that she was indeed running a business.

Duell and Rich soon set out on the road to find more local stores to carry their constantly developing line of goopy products. Despite Duell’s reluctance to become a business owner, All Good was born.

All Good is a skin-care company making products free from harmful chemicals that are designed to be safe for the whole family (including the reef-safe sunscreen). Through Duell’s devotion to sticking to her core values, All Good is a great case study in regenerative business. The company is a Certified B Corporation and 1% for the Planet member and recently committed to going carbon neutral.

It was a pleasure to welcome Duell to our podcast guest community and learn from this leader of purpose-driven, socially responsible business. In the podcast, we talk about the origin story of All Good and how the company grew organically from the ground up. We examine what the role is for business in the world right now, zooming in on how All Good strives to create positive systemic change by addressing systemic issues, whether it’s the climate crisis or racial and systemic inequalities.