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Meet Whitney Smith Morales of ROWSIE VAIN

Today we’d like to introduce you to Whitney Smith Morales.

Whitney, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I grew up in Ojai, the Valley of the Moon, and it is my forever home. Ojai is historically a sacred place, forever magical, and the most beautifully inspiring place I know to exist. The Chumash Indians first lived in Ojai and used the native plants and resources for medicinal and healing purposes beyond everyday necessity.

Exploring the land, I grew up on and learning how it was used centuries before us inspires me to recreate modern-day versions of those traditions. My love for natural beauty and self-care, and becoming a Mother, with an entrepreneurial spirit led me to create ROWSIE VAIN.

ROWSIE VAIN came to fruition in early 2017 after becoming a Mother to my daughter Daisy Monroe. For years prior, I had created my own skincare formulations, gave them away as gifts to friends and family, and once I saw the reaction and the results widespread, I knew I had to take it another step further.

Daisy inspired me to create something I could pass along to her one day, something I could do to support my family while still being present during all of the important moments. Motherhood really inspired me to keep going, and Women. Women supporting each other is really what has landed me here today.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely has not been a smooth road all of the time. It has been so expensive, time-consuming, exhausting, and full of self-doubt. I have personally fully funded and invested everything into this business, at the same time working a full-time 9-5 job to support myself. I worked in the fast Fashion Industry for the previous 14 years, decided to take on a completely new profession and quit my job to do ROWSIE VAIN full time.

Learning how to manage money and budgeting for inventory and supplies is a continuous challenge. I work late nights that turn into mornings and working with a toddler by my side is always a challenge! I grew pretty quickly within the first year, so space and expansion was an obstacle. I started working out of a spare bedroom in parents home, and one year later I am now in my own spacious studio, so I am so grateful for that.

During the first year, we also were under evacuations resulting from the Thomas Fire which was a stressful time, I thought for sure I was going to lose everything and start from scratch. Thank goodness I didn’t have to! Self-doubt is also something I struggle with. There is so much competition and criticism out there, I try to remain focused on my own message, staying authentic and true to myself is important.

Alright – so let’s talk business. Tell us about ROWSIE VAIN – what should we know?
ROWSIE VAIN is a wild + raw beauty brand with an au naturel and minimalist approach to beauty, creating earth grown solutions for unapologetic self-love. I want to change the negative connotation associated with the word “vain.” I want everyone to love their natural self, to be SELF-OBSESSED with the skin they are naturally in by enhancing their natural beauty. Self-love can change the world, and Im working towards that one oil blend at a time!

I also specialize in minimal packaging, minimal ingredients, and minimal waste. I try to minimize waste as much as possible while reusing all scraps and offering packaging that can be reused or recycled. I use all glass containers that are beautiful and long-lasting that can be refilled or cherished as a statement piece on one’s vanity.

ROWSIE VAIN products are organically sourced and hand-crafted using wild ingredients and botanicals, including the use of natural ingredients natively grown within the Ojai Valley… We seek out items that have the least harmful impact to the user and the environment.

I am committed to being environmentally responsible in sustaining, preserving, and protecting the native lands of The Ojai Valley, and throughout Ventura County. As a proud member of the OVLC (Ojai Valley Land Conservancy) group and an active participant in the Wild About Ojai program, a percentage of all ROWSIE VAIN sales are donated to the organization on a quarterly basis…

Wild About Ojai funds the protection and management of Ojai Valley’s open space for public use. When you purchase ROWSIE VAIN products, you are encouraging healthy relationships with the natural earth and helping to preserve Ojai’s views, trails, water and wildlife for generations to come.

Is there a characteristic or quality that you feel is essential to success?
Authenticity, innovation, transparency, sustainability,  and community.  Creating something imaginative that gives an experience, to me is so important.  Its not just about the product’s capabilities or function, I want my customer to have an extraordinary experience with my products.  Creating something magical, a place where my customer can escape to,  and shift perspectives when using my products is ultimately what I strive for.  Its everyday luxuries in self care that mean the most, that naturally creates a higher self-perception.

Contact Info:

  • Website:
  • Email:
  • Instagram: @ROWSIEVAIN
  • Facebook: @ROWSIEVAIN

Image Credit:
Briana Garcia (@bybriana), Whitney Smith Morales

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