Our Mission

Optimal health, wellness, and beauty is an inside-out, outside-in proposition. With the obvious exceptions, that means you should not put anything on your body you are not willing to put in your body. Our mission is to provide our customers with our own proprietary products, as well as those we have meticulously vetted and curated. These include, but are not limited to, nutraceuticals, supplements and personal care. The products we make, and those we curate, feature the highest quality, all-natural, plant-based and/or organic ingredients. Their inclusion in our products means that they have been thoroughly researched and have proven to be effective.

Our Philosophy

Our Philosopy

8 Core Beliefs

Necessarily, as important as our mission is the philosophy that guide us along the path to its completion. At WYO, we acknowledge that life is in relentless pursuit of itself. It wants nothing more than to continue. It rewards those bodies, corporate and otherwise, who act in ways to facilitate its continuation. So persuaded of the veracity of this simple concept that we derived from it the 8 core beliefs that inform every aspect of our business practices. They are as follows:

Health and beauty are inextricably linked.
We are what we assimilate, cf. consume.
The health of the people and that of the planet is inextricably linked.
There is no such place as away.
The success of our business and that of our customers is inextricably linked.
The uncompromising, conscious, intentional, and purposeful pursuit of superior customer service is a noble endeavor.
Every sentient being on the planet is inextricably linked to every other sentient being on the planet.
Commerce without compassion is, ultimately, an unprofitable, unsustainable enterprise.

Our Story

Dancing In the Rain

While, at least on first glance, it may seem unlikely, WYO, Inc has its origins in a live-food restaurant, started by our our founder, a live-food chef and habitual entrepreneur. Liquid Light Cafe was/is our state's first and only live-food restaurant. From 2013 until 2016, the bistro provided a small group of loyal diners with the opportunity to enjoy a unique fine dining experience, including delectable live-food courses and superior service, in a unique space that was as much sanctuary as it was salle-a'-manger.

The restaurant had a brief, albeit rewarding and instructive 3-year run, after which our intrepid culinary impresario turned his attention to the problem of food waste in the industry. The result was suite of software products designed to detect and prevent food waste. Chef founded WasteNEGATIVE in 2019. And by early 2020 the company had pilots deployed in multiple local restaurants. Then came covid. More than 110,000 eating and drinking places closed in 2020 alone. Owners were not eager to take on the cost of what was, at the time, new, and unproven technology. But as author, artist and entrepreneur Vivian Greene writes. "Life is not about waiting for the storm to end. It's about learning how to dance in the rain. So we danced a new dance, cut a new rug. Again, the idea that had him seemed ripe for the restaurant and/or hospitality industry. cisTERNA is the brain child of that idea. It is the first all-in-one, self-contain, smart, personal handwashing station. cisTERNA allows anyone virtually anywhere, including a restaurant patio, to wash their hands with soap and as little as an ounce of water. cisTERNA is what led us to the Beauty, Personal Hygiene space where Chef has applied his refined

olfactory sensibilities and recipe formulation skills to the challenge of creating personal care products, that met the same high standards he had established for the recipes for the restaurant. Now, after years of research, development, testing, and tweaking, WYO is proud to introduce its SaLubre brand of proprietary products, as well as those we have rigorously researched and/or vetted and branded. We hope you like how they look, feel, taste, and work. We also hope you will come back, often, to this page, as we continue to evolve and innovate.

Our Promise

We Promise

Patience. Humility. Gratitude.

So, now you know our philosophy and our story. Here are our promises to you and to ourselves:

To act in ways that reflect our respect for the planet and the other sentient with whom we share it.
To only create and/or provide products that are designed to promote optimal health, wellness and beauty, inside and out.
To work unceasingly to achieve zero-waste.
To equitably align our needs with those of our customers and other stakeholders.
To treat our customers and each other with patience, humility, and gratitude.
To relentlessly, consciously, intentionally, and purposefully pursue superior customer service.