Beusail, an Australia- and US-based brand known for producing a range of natural and ethical beauty and wellness products, leads the new order in business that focuses on spirituality and incorporates The Feminine Divine in their company’s core values.
While the idea of integrating spirituality in business is nothing new, Beusail, co-founder, author, and global award-winning “wellnesspreneur” Tamara Loehr believes that the movement is gaining more momentum.
According to Loehr, “The competitive and often ruthless approach to business is seen as the only way to make it to the top. What if we stand for what’s right and serve others first whilst honouring the Earth Mother in the process? Not only does our business attract like-minded customers and passionate people but also achieves the same outcome in the end. Think selling to serve versus selling to win.”
Some of the world’s most successful CEOs have already embraced the power of spirituality and acknowledge its influence on their personal growth and leadership:
- Oprah Winfrey: Oprah is passionate about her daily spiritual practice and is devoted to meditation. She uses her media channels to share messages that focus on health, wellness, and achieving a mind-body balance.
- Jeff Weiner: The CEO of LinkedIn uses daily guided meditations from the Headspace app. He has acknowledged and written about the scientific benefits of meditation.
- William Clay Ford Jr.: According to the executive chairman of the Ford Motor Company, it was meditation that helped him weather years of bankruptcy. He practices mindfulness meditation and yoga, which are integrated into his company’s work culture. He believes that doing this keeps his employees productive, alert, and calm.
- Marc Benioff: The founder, chairman, and CEO of Salesforce is said to be very spiritual and applies aspects of Zen Buddhism in his leadership. Marc has meditation rooms built in various Salesforce offices.
- Arianna Huffington: The co-founder of the Huffington Post is an avid meditation and yoga practitioner.
Google, Nike, and Apple have also been practicing mindfulness. These examples reinforce the belief that spirituality and profitability can be successfully combined and that goodness and profit can both be achieved in business. Integrating ethics and spiritual values into a company’s work culture can positively impact productivity and profitability.
A spiritual approach can promote a healthy work-life balance as it considers both the physical and emotional well-being of employees. This, in turn, improves employee retention, promotes customer loyalty, and strengthens brand reputation — all of which are essential to not only growing a business’s bottom line but also ensuring the longevity of a brand.
Loehr’s company Beusail is named after the ancient Gaelic word that means ethical, moral, of good deed and intent, and virtuous. She says that today, the movement from beusuch to beusail in business is becoming more common.
There is a move from the values of ‘beusuch’, which focus on striving for perfection, consuming fast fashion, and seeking to be desired, towards ‘beusail’, which promotes ease and humility, grace and abundance, and the courage to serve.
Beusail is a female-headed company that only makes vegan, cruelty-free, sustainable and organic products. They have not embraced mass production and have integrated giving back as part of their operations. Every purchase from Beusail corresponds to a donation to the United Nations Sustainability Goals.
Loehr and her co-founder Natalie Nichols implement feminine divine practices and spirituality in managing their business. They hold weekly group meditation sessions, follow the seasons and not the quarters, create New Moon intentions (not monthly targets), and hold fire dances instead of end-of-month drinks.
At Beusail, they use inspiring titles like magic makers and tribal leaders rather than CEO or manager. Instead of using boardrooms, they have vision boards that include profit and purpose, number of global impacts, and zero waste initiatives. Their approach to business is guided by kindness, compassion, abundance, and inclusiveness.
It’s not just businesses – brands have also incorporated spirituality. The vegan vitamin sprays of wellness brand Marz Labs are based around the moon cycles. Users of the sleep spray are encouraged to use it around the full moon when a lot of people report having restless nights. The brand also looks at weight loss around the moon phases, such as when people are more likely to crave unhealthy food, and when it’s the best time to start exercising.
Loehr believes that both large and small businesses are taking a more active spiritual approach because it’s been proven to be good for business – a practice that she credits for the success of Beusail.