Biel, mother of two, Silas, 6, and Phineas, 11 months, and wife of Justin Timberlake was on the lookout one day for pain management. With a teething baby at home, she was not happy with the options offered at the pharmacy aisle.
“You read the back of these labels and then when you start looking up what some of these things are, it doesn’t fit my values as a mom,” she shared with PEOPLE recently.
Biel connected with Jeremy Adams, a natural products entrepreneur, and the two connected over being parents “and how hard it was,” she adds.
“We just said, ‘You know what, we can do better than this,'” Biel says. “It’s like once you have the information and then you start to research different ingredients, you start to think more about like, ‘Well, I wouldn’t put that in my body. Why would I put it in my kid’s body?'”
Now Biel and Adams, alongside co-founder Greg Willsey, have launched Kinderfarms, a clean and effective health and wellness brand for families.
“It’s creating an option for families who have different value sets,” says Beil, “and would like to have some kind of opportunity to make a different choice for their kids.”
“The most important thing was to create products that I really felt I could stand behind as a mom and as a woman and a wife,” Biel continues. “And say to my family and my friends, ‘I really trust that the ingredients in these products are effective and non-toxic, just cleaner. That’s the priority.'”
Speaking of priorities, Beil shared earlier this year how Phineas and Silas are obsessed with one another. When asked if the two get along, Biel, 39, revealed how Phineas, who the couple welcomed last summer, and Silas, 6, “both think the other one is hilarious.”
“Silas, he is the performer, he wants to make the jokes and he wants the whole attention on him, so Phin only has eyes for him,” Biel shared. “Everything Silas does is hilarious and anything Phin does is hilarious, so they just laugh at each other all day long,” she continued. “It’s so cute.”
Speaking on being a mom of two, Biel said it’s been a “wild, crazy, fun ride” so far. “A very wise friend of mine said, ‘One is a lot, and two is a thousand.’ And I said ‘Oh my god, you’re right,’ ” she told host Ellen DeGeneres.
With a background in the creative and educational fields, Amelia Finefrock is freelance writer, singer-songwriter and nanny based in Chicago.
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