Elevate Your Brand with Jessica Koehler of Magna Dea

Jessica Koehler is the Founder and CEO of Magna Dea, LLC. Her company was born from the idea that taking care of yourself and your planet go hand in hand, and she holds a patent for her upcoming product that will accomplish both ideals.  Her company is certified by WBENC, Leaping Bunny, and is a member of 1% for the Planet. You can find her Roman inspired aromatherapy, hair and body products at www.magnadea.com.

Laurel Mintz, founder and CEO of award-winning marketing agency Elevate My Brand, explores some of the most exciting new and growing brands in Los Angeles and the US at large. Each week, the Elevate Your Brand podcast features an entrepreneurial special guest to discuss the past, present and future of their brand. 

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Transcript

You're listening to the Elevate Your Brand podcast, where we talk to some of the smartest entrepreneurs and fastest growing brands in the market. Today, I'm your host, Laurel Mince, a reformed corporate M amp, a attorney who founded award winning La based marketing agency Elevate My Brand. We've elevated some of the world's biggest brands from Facebook, Paw Patrol, and Verizon to innovative startups you haven't even heard of yet. Are you ready to elevate Your brand? Keep listening.

Hi, everyone. And welcome back to another episode of Elevate Your Brand. Of course. I'm your host, Laurel Mince. And I'm joined today by Jessica Kohler, who is the founder and CEO of Magnadaya Magna Day or Magna Dia 

Magna Dea. 

And what does Magna Daya mean? 

That means great goddess in life. 

I love that. And so tell us what the idea is behind the company and how you started it and give us a little bit of background. 

Yeah. So it started with actually an invention that I have started a couple of years ago. And it is actually a shower system. And it's a way for hotels, spas eventually retail to eliminate single use plastic bottles in their rooms. Yeah. And it's also a way to make your shower and aromatherapy steam shower, which is such a hot topic right now. 

Everyone's super into this. I keep seeing all the influencers, tying up all of the leaves and plants and things and putting them on their shower head. I'm not that cool yet. 

I haven't done it. I know. I actually did try it once, and I was like, my mind goes immediately to, like, the mold or whatever is going to end up on that afterwards. You know what I mean? Like, I go to the crazy place.

No, you're totally right. I had some eucalyptus I tied in my shower once. And yeah, it started getting pretty yucky pretty quick. So hopefully what I have is a better alternative to that by still using that plant matter. And so tell us the detail about it. 

So it's a shower head attachment or it's a whole system. What does it give us the details. 

Yeah. So it's a shower system that's not invasive, so you don't have to dig into your wall or anything like that. But it screws in and it attaches to the shower head and it kind of goes down. And then there's a way to dispense the shampoo conditioner body wash. And then the water flows through well, through the box so that it warms the products as well. So you're not using freezing cold products in your shower. And then on the way back up, as it comes back up to your shower head to come back out, you can kind of pop a little button and infuse your essential oil distillates into the shower water. 

That's so interesting. I feel like that I can't believe it hasn't been invented yet because I know I go to the spot all the time or I did, at least before the pandemic. And there is a single use plastic just everywhere, the little mini bottles. And when you go to hotels and all of those things, it seems like it's about time for something better to come along. I can't believe no one's invented that yet. What was the inspiration behind it? 

Yeah, it's funny. It actually started with something a little different and kind of grew arms and legs, if you will. I'm always trying to look for better, more natural products to use. And I think a lot of people focus well, there's more of a focus now on skin and hair care and in the whole beauty category. But, you know, so I was kind of looking at using coconut oil and things like that in the shower, but it's kind of a pain to scoop it up and use it on your messy. Yes, it is. And it can be dangerous. And then it clots. So I was like, how can I melt this in something that. So it kind of started with that. Being able to melt coconut for your own personal use. Yes. And I was like, there's got to be a better way to do this. And I think that's how a lot of inventions start. Is there's got to be a better way to do this. 

Absolutely. 

And as we started kind of thinking about it, going through the engineering and design process, and it's like, you know what? There's such a better application for this than just that. So we kind of started toying with you can use this as a dispenser that you can put your shower products in. And I know that there's well, this is all precoveted, which I'm sure it's still happening, but I think there's always that pre coded, post coded or wherever we are now. There was a lot of laws that were going into place. I know in the state of California, they were trying to eliminate in hotels for buildings or hotels that had over 50 rooms, I think it was. And different organizations were pledging to eliminate the single use plastic bottles in their rooms, which is great. But I don't know that there's really what the alternative is, other than kind of gluing bottles to the wall or whatever. Yeah. This is just kind of a better, more high end experience. 

Yeah, exactly. And you can also not have to worry about those bottles that are I don't know, I always feel kind of gross. Like even in nicer establishments, I don't even love them in my own shop. I'm being totally honest. If there was a solution for that that could take them up off of, like, the shelves, which they always end up getting wet and yucky and yeah, I'm a real germ freak, if you couldn't tell. 

No, I am too totally. But a lot of people have these ideas, and they're like, well, there's got to be a better way. And that's kind of the end of the conversation. Why did you feel like this was your opportunity to build something? And what is your background? That you decided to actually form a solution or create a solution for this? 

Yeah. And, you know, I wish I had some cool story to say. Oh, well, I've got a degree in this and this. It's literally just been trial and error and a desire to do something better. So it's been a lot of kind of feeling around in the dark and figuring out how do I do this? And it's been such an amazing adventure, honestly. I mean, super frustrating at times, but I feel like we're finally starting to get to the end of the end. Well, I shouldn't say the end of the process. I guess to the beginning. There's never an end. My lower value. That is the one thing that I have said countless times. Every time I think I come to a solution and I open that door, there's 50 other doors behind it that you have. 

Absolutely. Especially as an entrepreneur, I call it moving the goalposts. Every time you're like, I hit that and now what's next, right? 

That's right. Yeah. And I think when I first started out, I kept looking at other people like, oh, well, you've been doing this for a while, so you just know what you're doing. And it's kind of like it's like when you become a parent and you realize, oh, none of us know what we're doing. 

Yeah. Everyone's faking it. Some people just play it. That's right. ​​​​Play the cards better. You know what I mean? And I think it's a really inspiring story because there's a lot of people listening in who probably have great ideas, especially over the pandemic period when we've been so stuck inside of our houses. We've been noticing when things aren't working as efficiently as they could. And I think a lot of invention will have come out of that period. So I think it's really important that we not only have really established brands on the podcast, but more startup brands like yours so that people can see like, look, I have no background in any of this. I just saw a problem. I wanted to create a solution and I fucking did it. You know what I mean? I just went for it. I love that. Yeah. Thanks. Yeah. So show us some of the lessons that you've learned so far, like any product development lessons or ideation lessons or what are the biggest pieces and takeaways at this stage of your journey? 

Yeah. Well, first of all, I think the biggest thing that I have learned is if one word can stick with you is be willing to pivot at any moment's notice. Don't ever get stuck on one thing and say, because I've done that and it will hold you up forever because. es. Or say this is the way that I saw that it was going to be. And so this is the way it has to be. Well, sometimes there's not a good market fit or something is just not feasible yet. There was something when I was looking at something for packaging, and I think I'd called about 100 different places. I'm not exaggerating in the middle of the night, like, how can I fix this in my head? And I just kept getting told like that that's not really a thing yet. Actually, companies are working on that right now. And it's like you have to pivot, you have to go, okay, well, what else can I do instead of just going, well, I could sit and wait. Yeah, I would think that's probably the biggest takeaway and come up with, like I said, because you're just kind of feeling around in the dark, or at least I was. I think it's always good to find a mentor or somebody that can kind of at least I always say, like, I don't know what, I don't know. I say that all the time, too. I love that statement. Do you? It's like it's become like I find myself saying it all the time is that there's someone else out there that does know. 

And so I think a lot of entrepreneurs feel like they need to figure it out on their own. And that's not true. That's going to be a very frustrating, much longer journey than it ever has to be. So I love your point of going out and finding mentors. I actually call an advisory board, and I like to have multiple people on it so that there's someone that has a different expertise, like someone who has for you, like consumer focus, someone who has packaging, someone who understands the engineering side, marketing, legal, accounting, et cetera. You need that dream team around you that you can ask questions to as you're building something from the ground up. Yeah, that's absolutely right. And it's funny how people will even when you start out and you go, I don't know any of these people. It is amazing how the universe just will kind of present those opportunities for you. When you put yourself out there and you show up to events, you just kind of put yourself out there. That's how you and I connected, right?

Absolutely. Yeah. And I had a friend that used to always say to me, when in doubt, just show up 80% of the work, right? That's right. That's right. And every time you go, I don't know. I don't know if this will be beneficial. I've had so many things or something that I went to and I was expecting a certain outcome. And, you know, I was crushed because that the outcome that I wanted didn't happen. But looking back on it, it's like, well, I made this connection and this connection and this connection and that kind of put me in this direction or opened up my eyes to this other. Everything happens as it should in the right timing, even though it's super frustrating, because I know I'm an A type person and I want to really control that. 

And speaking of controlling it, we're going to take a really quick break, and we'll be right back. Today's episode is brought to you by Mexicraft Tequila Seltzer. It is a top shelf tequila seltzer made with craft tequila from Jalisco, Mexico, real juice and sparkling water. Each can contains a shot and a half of premium Blanco tequila, which you all know is my favorite and no more than 3 grams of sugar. For those of you watching that, you can get it in Whole Foods in Southern California or order it online at www.mexiseltzer.com, follow them on IG @mexiseltzer and use podcast20 for 20% off your first order.  Thanks for sticking with us. And if you're just tuning in, I'm chatting with Jessica Kohler, who is the founder and CEO of Magna DEA. I keep saying I think I'm pronouncing it wrong. Magna Dia magnadaya. I got it right again. Okay, good. It's Latin, which I'm terrible at, but I love what it is that you're doing. Before the break, we were talking a little bit about showing up and how that's really half the battle and more than half the battle, and that the universe kind of gives you what you need, especially as you're building something that's brand new, especially when you're building something that nobody has built in this category. That's what I think is most interesting about what you're doing is that, first of all, absolutely. Why hasn't this been done before? And second of all, you're building something. This is not your background. I love that you're just taking what we call it the flying Cannonball leap. Right. You're just doing it.

 I love that. Yeah. I like that term. Exactly. Yeah. 

You can absolutely use that. But you have a whole other product line behind the shower product itself. We share this a little bit about the rhythm of therapy and all these other amazing luxury products we've developed. 

Yeah. So I'm glad you asked. So it was kind of born from the shower system, right. Because it deals with the shower products and the aromatherapy steam shower. So I have a line of essential oil products and some shower products, and they're made with natural ingredients. So for like my shampoos and conditioners and body wash, first ingredient is organic aloe leaf juice. So it's not water. A lot of ingredients. If you look at your bottles, the first ingredient will be water. Sometimes can make up like 60% of your formula. So I definitely didn't want to do that. And I was super against any sort of artificial dyes or artificial sense. Like, I never could understand why you get your shampoo out of the bottle and it's got, like, red dye number 40 in it or whatever. And you're slathering that all over yourself. Like, why does my shampoo have to be bad? It does nothing for your hair. Well, I mean, there are certain instances, but. Yeah. And anything that says the word fragrance on it, but you'll never find that on our ingredient deck. 

Yeah. I love that. I'm very sensitive to scent. And when I got your products, I was like, oh, here we go. Then I asked them, and they're actually really lovely. Like, they're not overpowering. They just smell really clean. And they do feel very organic, and yet they do have that luxury texture. The aroma is really lovely. I mean, it's not a word I can use to describe it, and usually I'll talk around it when I don't love a product. What's super fun about yours is that you have your product divided into kind of categories by purpose, and then you have these deities. So can you tell us a little bit about that part of it? Because that, to me, is like the marketing fun part. 

Yeah, it is. So like I said, Magna Daya means great goddess in Latin. So my background I'm Italian. I'm actually second generation. And so I kind of wanted to tap into that feel for the company. And if you look at my logo, so everyone go check out my logo. You have to tell them where to Go.com. Magnadea.com, check them out. 

That's right. Thank you. 

You're welcome. You're learning marketing, right? 

That's right. So you noticed there's a goddess in there, and she's got a bow and arrow. And so that is actually the goddess Diana. And so that was a big reason for the name of my company. So my mother's name is Diana, and my grandmother's nickname was Diana. It's actually my middle name, too. So it's a big family name, so that was a big reason behind that. And so all of the blends are named after Roman deities. So Roman gods and goddesses, and they're attached to the purpose of their blend. Right. So, example, Luna is the goddess of the moon, and that blend is like a sleep time blend, right? It's like chamomile and lavender, and it's very soothing and calming. 

I love that your voice even changed when you say night time.

 I used to be a preschool teacher, like way in another lifetime. And I used to read a lot of children's books, and I get really animated about it. That's probably where that comes from. Also, like, Apollo is the God of the sun and revitalization and civic engagement and stuff like that. It's kind of a stress relieving, also very revitalizing and energetic kind of blend. And so Zephyr is the God of the west wind. That's one that's good for deep breathing, and it's got, like, eucalyptus in it and stuff like that. That's kind of the whole reason behind the names. It's so fun. I love it. And again, the products themselves are super high end, but very reasonable considering the quality of the products, I have to say. Yeah, I think so. Like, I said, the fragrances that you're smelling in there, it's all either flour waters or essential oils themselves. And so like I said, when you see the word fragrance on an ingredient deck, I think that can mean anything like you can. It means chemical is what that really means in a chemistry room with chemists, right? Yeah. ​​I don't want to be putting that on my skin or on my hair or on my children that are toxic out in the world. 

And skin is your biggest organ as well. So I think it's, to your point, really important not to put this on your body in any way that's not organic. 

That's right. That's right. People always talk about what you put in your body as far as food and things like that, but sometimes don't put as much thought into like you said. I mean, I say that all the time. The skin is your largest organ. And when you think about when you put on lotions and they absorb into your skin and everything like that, well, what do you think is happening when you put on I'm always very cognizant of hat. I feel comfortable using it, using my products and feel comfortable using them for my children. Do you know what I mean? So important? 

Absolutely. So when is the shower system coming out? Do we have a timeline? 

Yeah, hopefully later this year. And again, it's always you just got to pivot and figure things out as they go. So it's a learning process. So hopefully actually awarded a patent. 

Very exciting. That's major. Yeah, it was a big deal. It's very exciting. Did you frame it? 

You know what? I haven't done that yet. Isn't that terrible? 

That's right. Actually, that is a huge win. 

Yeah. I'm so proud of that. And it's just I got my little folder and I did cry a little. Not going to lie. It was a big deal. Wow. 

Very exciting. We're going to take another quick break. We'll be right back. Hi, guys. Me again. I wanted to take a quick break to tell you more about our award winning agency, Elevate My Brand. We're a full service digital and experiential agency, meaning we do it all from event management to content creation, branding, web design, social media, you name it. We got you. We're a small and scrappy team of both Data Nerds and Quirky Creatives, and we're here to make you look good. After this episode, let's chat about how we can elevate your brand and take you to the next level. All right. I'll talk with my friend Jessica Kohler, who is the co founder of Magna Dea. We're talking about how you have to pivot. That's like kind of your word today. It sounds like. And then my question is really, in terms of the production side, you're seeing all of the operational issues that we're seeing across the board. I would assume that's why it's been a bit delayed. 

Yeah, I think it started honestly at the beginning of Covid, right. I actually lost a designer. My mechanical engineer literally just fell off the radar. And it was just kind of one thing after another. And then you're in this mode where I think where everyone was, where you're all of a sudden you have your kids at home and your let's be honest, you're trying to keep your shit together. You're literally trying to keep your shit together. Yeah. Really challenging. And yet you forged on and you're going to have this amazing product coming out at the end of the month. How can we support you? What do you need from us as your listeners? If you could wave a magic wand, what would be the thing that you would need to be successful right now? 

Oh, wow. That is a great question. Well, right now I am just started marketing with my on the retail e commerce side. So that's a big thing that we're trying to push right now and gosh, that's a good question. Can I take a second for that? 

Yeah, absolutely. I think it's funny, we don't as entrepreneurs, we always are looking like one step in front of the other. But when someone asks you a big picture question, you're like, what do I actually really need? I don't know. Maybe it's money, maybe it's just visibility and awareness. Maybe it's just a better night's sleep. Who knows? 

I think it's all three of those, actually. Yeah. So it's like, where do I even start with that? Right? Yeah. I mean, definitely looking at some different funding sources, that's always an obstacle. And definitely the visibility would be huge because I think one of the other big things that to your point is you get so in your little bubble of what you're doing that you don't realize that, like, I think that was another big thing when I launched. I think that you know what you're talking about and where you are because you live in that world and then you realize, oh, well, the rest of the world doesn't know what I'm talking about. You know, you have to kind of go back and back up for a second and kind of step out of your bubble and say, what does it look like from the outside? 

Totally. Because you are totally forging ahead. Well, I'm really impressed that you've decided to do this. I think it's like I said, a product that I want in my shower. I think it's going to be a great direct to consumer play. I also think obviously big B to B play there, and I can't wait to see what you do with it. So in the last couple of minutes we have left together, I always like to ask more personal questions so that the audience can get to know you as a founder. So question number one is what is the one thing you could not live without during the pandemic? And you can't sell your own product. Oh, wow. The one thing that I could not live without.

Headphones maybe. 

Totally. Sure. We've gotten a lot of things, like Netflix, my iPhone, the Internet. I thought it was a really great meta response. I love that one. 

The Internet for sure. Yeah. Headphones. Honestly. Oh, my God. I would say that to my husband. I'm like, if you are ever wondering what to get me some noise canceling, headphones would be great. We have a loud house, so yeah, I would say I like it. 

What is your go to vice of choice, like when you just need to relax the end of the long day. What's your go to? 

Oh, gosh, I wish I knew how to do that. A bath. Sometimes reading. Although that's been a while. I feel like I get so burnt out that even just runs strange all day long. I'm like, if I don't need another word, sometimes it's too much. Yeah, I love that too. And of course, you've got the right products for it, so. Hello. That's right. 

That's right. If you drink, what is your go to drink of choice? 

Oh, my gosh. I feel like this is really lame, but probably like a Seltzer? ​​Or wine. I'm a red wine. 

Like a boozy Seltzer. 

A busy Seltzer. Yeah, like a boozy Seltzer? Or red wine. Red wine. Got it. Yes. I'm a red wine girl. 

Like a Pinot or a Cab. Are we talking a little lighter or heavier or. It depends on the season. It depends on the season and how I'm feeling. 

Fair. Yeah. I'm actually going up to Santa Barbara to the wine tasting tomorrow. I'm very excited about it. Oh, my gosh, that's so fun. Yeah, I'm a big fan. Big fan of wine. Big fan of cocktails. 

What kind of wine? I love a Cab, but it's summertime, so in the summer I drink a lot more champagne, a lot more rose, a lot more Pinot grigios, Pinot Gris, et cetera. But I am not very particular when it comes to my evening routines. I love just a cocktail. I'm also really just a straight up, like tequila, rocks with some lime. I'm really easy, although I like really high end stuff, but I'm pretty easy on what I like. 

Yeah, I haven't done hard liquor in a hot minute. 

Well, you have children, so you need to be somewhat cohesive to, like, deal with them. I don't have skills. 

Oh, my God. Yeah. There's nothing worse than waking up in the morning with a headache and having kids screaming at you for seriously. But yeah, as far as the wine, like I said, red wine and white wine, I'm getting a little better about it, but it has to be dry. Like, I can't drink really sweet, sweet stuff. Agreed. Agreed. I also can't do a buttery Chardonnay. Just absolutely not like anything with Oak on it. I'm not a fan, but each has her own. Everyone has their own flavor profile and palette. What is the thing that's most exciting you right now in your life? It could be personal. It could be professional. When you wake up in the morning, what's the first thing you think about? What are you most excited about? Honestly, aside from my kids and all the stuff that's going on with them, and it's my business. I eat, sleep, it's all consuming. And I love coming up with new ideas. And, oh, my gosh, I can do this. It's all consuming. And as much as I say that and it's exciting, I probably should try to step back a little more and, like, just turn that off for a minute. Yeah. Because I think at some point it's probably not great. There's definitely a point of diminishing returns when it comes to that. So, yes, I would say making time for yourself is really important. 

And then my last question is, what is your favorite word and why? It could be something that's had real meaning to you over time or something that just came into your mind on this call. Oh, my favorite word, actually. 

You know what? So I recently I told you I'm second generation Italian, and I've been looking into I'm actually looking into getting my dual citizenship. 

Cool. 

My grandfather is from the Abruptzo region, and when I was doing some research from there, they have a slogan, and it's forte Gentile, and it means strong and gentle or kind. I know it's not one word, but I think that's such a great kind of mantra. 

Yeah. Especially as female leaders, being really strong is so important. But really meeting with your femininity and female energy as opposed to that masculine side, I think is really important. I love that I'm going to use that. 

That's right. Yeah. Because you can and should be both. Absolutely. So that's been something that sticks in the back of my head a lot. 

That's fantastic. Well, any last final words of wisdom for our audience about your journey, about your products, anything you want to share before we wrap things up for the day? 

Well, I think as far as my journey, if you're thinking about getting into doing this kind of stuff, do it. It's so fulfilling and rewarding. And you learn so much about yourself, not just as a business, but as a human. That's been the biggest surprise for me is you really have to get to know yourself. I know I still so far to go. I'm by no means an expert, but it's been really fulfilling and eye opening. I think that's great words of wisdom. So just do it. There's no time like the present, and it's always a growing process. Jessica, this has been such a pleasure. Again, for those of you tuning in Magnadaea.com, check them out. The aromatherapy and shower products are available now with the actual product for the shower coming out end of the year. I cannot wait very exciting Jessica thank you for spending some time with us today. 

Yeah thank you so much for inviting me. 

This has been great. So fun and thank you to everyone who tuned in. Stay tuned for more from Elevate Your Brand coming up next.