Today we’d like to introduce you to Ashley Luca.
Hi Ashley, thanks for joining us today. We’d love for you to start by introducing yourself.
Wildly Rooted really came from a season of our family asking ourselves what we wanted our life to look like.
My husband, Beny, had spent years working in hospitality and leadership, and while he loved what he did and had worked incredibly hard to build a career, it came with a cost. The hours were long and demanding, and with four kids at home, we were beginning to realize how much of our family life was passing by while we were constantly trying to keep up.
At the same time, I had been on my own journey of becoming more intentional about what we were bringing into our home. I started paying closer attention to ingredients, learning how to make things myself, and looking for simpler, more natural alternatives for everyday products. What started as something I was doing for our family began growing into something we realized other families were looking for too.
In 2025, we decided to take a pretty big leap. Beny left his career so that we could build Wildly Rooted together and, just as importantly, so he could come home and be more present with our family. There was definitely uncertainty in that decision, but we knew we didn’t want to keep putting off the kind of life we wanted to build together.
Since then, Wildly Rooted has grown right alongside our family. We’ve spent countless nights making products, designing labels, packing orders, loading up for markets, meeting customers, making mistakes, changing directions, and learning as we go. Our kids have been part of it too, which has made this journey even more meaningful.
Today, Wildly Rooted is about much more to us than the products we make. It represents a decision we made to root our lives in family, simplicity, community, and being intentional about how we live. We don’t have everything figured out, and I think that’s part of our story too. We’re building this one step at a time, together.
Our family has always had a saying: Always Be Real. The more Wildly Rooted has grown, the more we’ve realized that those three words really sum up what we want this business—and our life—to be about.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. I think one of the hardest parts has been learning what it actually means to build a business while raising a family at the same time.
When Beny left his career to come home and build Wildly Rooted with me, we gave up the security of a steady income and stepped into a lot of unknowns. We knew why we were doing it, and having him home with our family was incredibly important to us, but that didn’t make the financial pressure disappear. There have been plenty of moments where we’ve wondered if we were making the right decisions or how we were going to make everything work.
We’ve also had to learn how to be husband and wife, parents, and business partners all at once. When your business is part of your home and your family is part of your business, there isn’t always a clear line between work and life. We’ve had to learn each other’s strengths, when to push, when to let something go, and how to protect the reason we started doing this in the first place.
Another big lesson has been realizing that not every opportunity is the right opportunity. We’ve tried things that worked beautifully and others that simply didn’t. We’ve invested in ideas, changed directions, outgrown plans faster than expected, and had to make some difficult decisions along the way.
But I think those challenges have actually shaped Wildly Rooted. We’re learning that success for us isn’t just about how big we can make the business. It’s about whether we can build something sustainable that allows us to serve people well without losing our family in the process. That was a big part of why we started this journey, and we try to keep coming back to it whenever things get hard.
Thanks – so what else should our readers know about Wildly Rooted?
Wildly Rooted is a family-owned everyday wellness brand built around a pretty simple idea: the products we use every day shouldn’t have to be complicated.
We create small-batch, intentionally made essentials for the home and body, with a focus on simple ingredients and products people can actually understand. Our line has grown to include tallow-based skincare, magnesium balms, deodorant, soaps, shampoo bars, lip care, wild yam balm, and other everyday wellness products. We also make seasonal and wellness offerings like our sea moss and elderberry products.
I think what sets Wildly Rooted apart is that we aren’t interested in chasing every wellness trend or making people feel like they need a cabinet full of products to take care of themselves. We really believe in getting back to basics—choosing quality ingredients, keeping things simple, and being transparent about what we make and why we make it.
We’re also very hands-on. Beny and I formulate, make, package, design, sell, deliver, and stand behind what we create. We get to meet so many of our customers face-to-face at farmers markets and through our local retail partners, and those relationships have shaped the brand just as much as we have.
What I’m probably most proud of is the trust people have placed in us. There is something really special about someone trying one of our products, coming back to find us at another market, telling their friends about us, or telling us that Wildly Rooted has become part of their family’s everyday routine. Those moments mean more to us than simply making a sale.
Ultimately, we want Wildly Rooted to grow into something bigger than a product company. Our vision is to help make simple, intentional wellness more approachable and accessible in our community. We’re dreaming about new ways to bring that directly to families rather than always expecting families to come find us.
Are there any important lessons you’ve learned that you can share with us?
The biggest lesson we’ve learned is that growth doesn’t always mean doing more. Sometimes it means knowing what to say no to, trusting the season you’re in, and remembering why you started in the first place. For us, that always comes back to our family, our values, and building something that supports the life we want to live, not something that takes us away from it
Contact Info:
- Website: https://Www.livewildlyrooted.com
- Instagram: https://www.instagram.com/livewildlyrooted/
- Facebook: https://www.facebook.com/profile.php?id=61579804427307
