Bethany McDaniel
Cleo Woman: Bethany McDaniel
Founder of Primally Pure, mother, and champion of intentional living.
Nestled among golden fields and long stretches of open sky, we spent the day with Bethany McDaniel, the founder and heart behind Primally Pure. Known for her commitment to clean, farm-to-skin formulas and a lifestyle rooted in integrity, Bethany lives the values she teaches: simplicity, intention, and returning to what’s real.
Warm, grounded, and incredibly thoughtful, Bethany welcomed us onto her property for a conversation about motherhood, mindful entrepreneurship, and what inspires her most these days.
“You seem to move through your day with so much presence. How do you weave intention and mindfulness into your daily routine—both at home and while balancing the business?"
Bethany shared that mindfulness hasn’t always been second nature. She’s experienced the seasons of pushing nonstop, only to find herself burnt out and unable to show up in the way she wants—for her family or her team.
“I’ve learned to infuse intention into the small moments throughout my day. As founders, we jump between so many roles—school drop-offs, cooking, emails, creative thinking. I try to pause in between. Sometimes it’s a 10-minute walk outside, sometimes sitting in the sun, sometimes prayer. Just asking myself: What do I need in this moment to show up well for the next one?”
Her approach is simple but powerful: small resets, done often.
“Primally Pure has always felt so rooted in integrity, education, and simplicity. What guiding values have helped you stay true to your mission as the brand has grown?”
From the beginning, Bethany built Primally Pure around more than products—she built it around purpose.
“I’ve always been intentional about hiring people who understand the heart of the brand. It’s never been just about selling products. Education has always been the heartbeat.
Everything we do throughout the day affects our overall health, which affects our skin. You can’t separate the two. I want to help people live life to the fullest—inside and out.”
Even as the brand scales, she remains hands-on with product quality and messaging.
“I really gatekeep what we put out there, because maintaining trust with our customer is everything.”
“How has becoming a mother shaped the way you define success?”
Motherhood softened Bethany in the most liberating way.
“Before kids, I measured success by accomplishment and performance. But you realize quickly—you can’t give 100% to every area of life anymore. And that’s okay.
Now success feels more like effort and presence. Am I giving myself grace? Am I taking care of myself so I can pour into my kids and my business? It’s not a fixed metric anymore. It’s a feeling.”
Her honesty is refreshing—a reminder that fulfillment often looks different than we expect.
“When choosing clothing for yourself, what matters most to you?”
Like her approach to skincare, Bethany’s relationship with fashion is thoughtful and intentional.
“Natural fibers are so important to me now. And I care a lot about how the clothing was made.
I know too much about fast fashion to feel good going that route. I still buy a mix, but I’m always trying to move toward better quality, ethical production, and pieces that feel good energetically to wear.”
It mirrors her philosophy on wellness: progress over perfection, intention over impulse.
"What is inspiring you lately?”
Bethany lights up at this one.
“Nature. Always.
I feel most creative when I’m outside—on trips, vacations, even just stepping into the sun for a few minutes. I think we were meant to be outdoors so much more than we are.
The average child spends less time outside than a maximum-security prisoner. I want something different for my kids, and for myself.”
Sunlight, movement, wide-open air—this is where she reconnects, dreams, and recharges.
A heartfelt thank you to Bethany
Spending the day with her was a reminder of the power of slowing down, listening inward, and choosing a life aligned with our values.
We’re honored to share her story.