Building ... in Public??
and the beginnings of a new content series!
Hello, and welcome back to the Stéibel Scope newsletter! As you may have noticed, this is the first upload of 2026, and it’s going up later than expected.
I’d planned for the first upload back to define everything you can expect from this publication in the year to come, but it became a dreaded chore as I wanted more than anything to achieve perfection.
I’d hoped quiet reflections would bring about this clear, bulletproof plan for growing Stéibel to its full potential — that I only needed to identify this yellow brick road, so then I could share it with you all.
But as I sat under this pressure to convey a fully painted picture, I was reminded that Stéibel wasn’t meant to fulfill an independent vision. It is meant to be built together, in collaboration with found community, and that would require the vulnerability of building in public.
I am reminded that progress only requires you take a single step forward, trusting that the path will continue to unfold before you. So, as I bring you up to speed on all you can expect from this publication, know that our direction will continue to be paved together, one step at a time.
Stéibel (Stay-ble) was born to make it easier to support brands that are product, people, and planet-led. I wanted fewer but better products, which sits at the heart of conscious consumerism, but has taken time to curate in a loud world of consumption.
I began to research responsible businesses that …
Produce impeccable products of quality that deliver on promised value.
Care for people touched, from farmers to artisans, customers, and communities.
Invest in sustainability, from formulation through end-of-life recycling options.
It’s often more expensive for a brand to invest in responsible business practices, so it felt important to support these brands in flourishing. But questions began to arise as I tried to get clear on the Stéibel Scope standard:
What ingredients need to be eliminated for a product to be non-toxic?
Or does it have more to do with dosage than full elimination?
What ingredients or materials are pollutants to the planet?
What products are trend-driven over delivering long-term value?
How do we confirm employees are treated well within the supply chain?
How is sustainability being prioritized?
How do we identify greenwashing, and how does a business avoid it?
These are the types of questions I plan to answer within this publication, through compiled research and interviews with founders and experts alike. My dream is to open a retail storefront, but in the meantime, products will continue to be curated here for the most discerning consumer and supports this publication.
As for a formal structure, I’d love to create a content series for you all to look forward too, so please feel free to leave suggestions below. What’s Worth the Shelf Space? is the first content series (manifesting a retail storefront!) and will conclude standard uploads that go live on Tuesdays.
Please leave your thoughts below on everything conscious consumerism and responsible business — think product recommendations, founders or brands changing business standards for the better, and any questions you have when shopping for a responsible product!
I hope you all enjoy, and as always, thank you for being here.
Jenna xx
Now for the first edition of …
This wildcrafted moisturizer has absolutely saved my skin this winter season, especially since moving from Florida to the dry mountains of Virginia! It is buttery and rich, yet somehow not oily, leaving the skin feeling plumped and renewed.
Ghostberries, also known as nature’s Neosporin, help soothe and calm the skin through strong antioxidant, anti-inflammatory, and antiseptic properties.
Alpyn Beauty was founded by Kendra Kolb Butler in Jackson Hole, WY, upon moving from New York City and realizing high-altitude skin concerns weren’t being addressed by the market. Inspired by the wild foliage that had adapted to survive the extreme climate, Butler began blending clinical formulas with mountain plants, finding that this boosted the efficacy in her products.
They hand-harvest wild plants in a circular process that keeps them healthy and intact, and meets various sustainability commitments, including being Plastic Neutral Certified.
Interested in Reading More?
This post contains affiliate links, so I’ll earn a small commission if you make a purchase. Thank you for your support as I continue to grow this publication!