Suzy Batiz is cleaning up. Not just with her wildly successful Dallas-based brands ~Pourri and supernatural—which put her on the Forbes list of America’s richest self-made women—but through her goal of “elevating the experiences” of people’s daily routines.

“That’s always been our superpower,” Batiz told Dallas Innovates.

In 2007, the entrepreneur launched Poo~Pourri, a before-you-go toilet spray that stops bathroom odors before they begin. After selling over 100 million bottles worldwide, her company dropped the “poo” in early 2022, broadening its product line under the new name ~Pourri. The “natural odor elimination company” now aims to tackle odors everywhere. In 2018, Batiz launched Supernatural, a line of natural cleaning products made with essential oils called “Conscious Concentrates”—and Goop.com sold out of it in two hours.

Suzy Batiz [Courtesy: Supernatural]

Natural solutions, “zero compromise”

Today, after “working through supply chain congestion that continues to be an obstacle for us,” Batiz has big plans for both brands. “For both ~Pourri and Supernatural, we’ve committed to developing products for our customers that offer zero compromise, with natural solutions,” she said. 

Supernatural has been working hard behind the scenes to improve the quality of its products and keep the brand driving to an even more sustainable direction, the founder said.

“We believe people are exploring more holistic lifestyles as we return back to healthier routines.” Batiz added. “If anything, the last few years have only made us all more conscious and careful about what we come in contact with and what we bring into our homes. So you can expect to see us continue growing, expanding, and creating nontoxic, safe products that actually work.”

Sustainable self-care

Suzy Batiz [Courtesy: Supernatural]

For 2023, Batiz sees the importance of self-care growing significantly. From the food we eat to the products that nourish our bodies, and the products we bring into our homes, Batiz said there’s an eager interest in our communities toward a more holistic routine.

The last few years drastically changed most aspects of daily lives, she says. Remote work became a new norm and she see a continuation of the daily habits that people picked up during that shift.

Batiz says topics such as mindfulness and mental health are still at the forefront of most conversations.

“Cleaning the home and making space for more creativity and less distractions is a huge step in this,” she said. “We also see these philosophies growing outside of the home to bring this energy into other aspects of our lives as well. We are focused on bridging the gap to make it easier for consumers to bring these principles of selfcare outside of their home and will be a more focused path for Supernatural to grow towards

Master the game of life

The latest from Batiz? She’s helping others learn how to “master the game of life” with a new course based on her personal journey, called AliveOS. An 8-week program led by the entrepreneur aims to help people create the life they’ve always dreamed of by diving into “proven practices” that have led Batiz to success, according to the website. A waitlist is live. 

Sandra Engelland contributed to this report.

A version of this story was originally published in Dallas Innovates 2023.

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