Ready to get serious about learning the legal landscape of natural products?

The Selle Natural Course walks you through the foundations of labeling, the FDA, good manufacturing practices, and much more so that your business avoids the most common mistakes.

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Do Natural Products Right

Learn the essentials so you avoid the mistakes

Herbalist & entrepreneur Holly Bellebuono teaches:

  • how the FDA works and how you can comply
  • what roles you'll need as your business grows
  • how labeling laws work and how you can comply with structure/function claims
  • the basics of associations, credentials, insurance, and local boards of health
  • how ethics and good manufacturing practices (GMPs) are so critical for your success, no matter how small or large your business

Get "in the know!"

The Selle Natural course is your ultimate reference and foundation for everything your natural products business needs to know.


Selle Natural

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Do you and your team need basic guidance on how to navigate the FDA, the USDA, GMPs, ethics, and more?

This 2.5 hour video course will teach you everything you need to know to "do Natural Products right." 

  • No more guessing about your labels
  • Avoid costly mistakes
  • Be prepared with proper record-keeping
  • Develop systems that you and your team can rely on

What's Included In

The Selle Natural Course


What is the Natural Products Industry?

It's a complex beast that generates billions of dollars in revenue every year. Be sure you understand how your business fits into the big picture:

  • learn common (and sometimes misleading) terms and definitions
  • explore careers and roles that you may need to hire for as your business grows

Essentials of the Natural Products Landscape

These lessons dive deep into the many issues your business may face, especially if you are making and selling ingredients, skincare, botanicals, herbal remedies, organic textiles, and more.

  • Understanding the FDA: learn the foundations of how the FDA works and what it regulates and why; learn where to look for more information
  • Labeling Laws & the Structure Function Claim: This is often the most confusing aspect for retailers. Learn the correct way to label your products & your website based on the DSHEA and FDA regulations; look at a model that does it right
  • The benefits of Associations: Explore why professional associations may be a good option for your business
  • How Herbal Credentials Work in the United States: learn about licensing and certification, how it compares to the United Kingdom, and how you can promote yourself as an herbalist
  • Best Practices for Working with Your Local Board of Health: Learn how the BOH regulates your cottage industry and how to communicate clearly and effectively
  • Cottage Food Laws--they may apply to you and you might not even know it; learn what these are at the state level and how your business may need to comply with regulations for specific products
  • The Right Insurance Policy Types for Your Business: Learn about the need for Product Liability Insurance and Professional Insurance; what's the difference and how they protect your business
  • Ethics & Good Manufacturing Practices (GMPs): Learn about the gold standards of record-keeping, making written policies, training your team, interns and/or apprentices in following GMP rules, no matter the size of your business
  • How to Include Safety & Hygiene Measures in Job Descriptions: Basics of proper team training to ensure safety within your production process
  • Should You Sell Retail or Wholesale? Explore the differences between these two sales methods and determine which might be right for you

You’ll finish this course with a clear understanding of how your business fits into the Natural Products legal landscape, how you can comply, how you can support your employees and interns, how to avoid common mistakes and pitfalls, and best practices for moving forward.

This Course Is For You If...

  • You make and sell skincare products, cosmetics, or personal care products
  • You run an herbal apothecary
  • You are an aromatherapist, boutique owner, or natural retailer
  • You are a massage therapist who sells oils, skincare, or cosmetics
  • Your products require labels
  • You sell "cottage products" from your home kitchen
  • You have interns, apprentices or students who help you make and sell products
  • You grow ingredients in a garden or farm to sell wholesale or retail
  • You purchase ingredients from other vendors to go into your products

Holly Bellebuono

I'm an herbalist, entrepreneur, author, speaker, and business coach who has spent 30 years navigating the Natural Products industry.

I've learned the ups-and-downs through trial and error and have coached hundreds of new business owners and startups in proper business management especially for those running small companies making and selling natural products.

Whether you operate a cosmetics shop, a boutique, an apothecary, or you sell raw ingredients wholesale, this course will walk you through the foundations of proper compliance, record-keeping, best practices for insuring your company and avoiding mistakes.

Take what I've learned in the past 3 decades, along with current and up-to-date information, to put your company on the best path forward.

"Holly is extremely knowledgeable in her craft and has such a passion and love for what she does, she inspired me to create my small herb business. Because of her, I grow herbs, make and sell my own herbal products."

- Dana Brown

" As a solopreneur, Holly has been instrumental in guiding me in clarifying
the critical decision-making required to make significant changes in the
services I offer, who I offer them to, and where. I wholeheartedly recommend Holly to any creative woman seeking a business coach. Holly helped me focus on essentials to ground my sacred mission and confidently create a more authentically aligned successful business."

- Elizabeth Germain

"Holly’s support and knowledge has been an invaluable tool for me in growing my herbal product business, LifeThyme Wellness. Her courses are accessible, well-organized and full of plant and business information."

- Anne Marshall, LifeThyme Wellness

"Holly’s guidance and instruction opened the pathway to owning my own herbal consultation practice and formulating a line of plant medicine products, giving me clear, strategic, and practical tools to manifest my entrepreneurial dreams."

- Keya Guimaraes, EcoTone Kauai
AromaCulture Magazine
Natural Awakenings Mag

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