UPDATE: Yasmin Santos, a former Meta ad specialist, has launched her herbal alcohol alternative brand, Altar Native, which is rapidly gaining traction among stressed executives and wellness enthusiasts. The brand’s innovative tinctures are capturing attention as consumers increasingly seek natural ways to unwind.
Santos, who transitioned from a corporate career to entrepreneurial pursuits, began her journey in 2018 when she stopped drinking for health reasons. What started as a personal decision evolved into a thriving business initiative. The demand for her products has surged, particularly among high-powered professionals looking for effective stress relief without the drawbacks of alcohol.
Altar Native’s product lineup includes four herbal tinctures designed to enhance mood and promote relaxation. The brand officially launched in January 2024, with Santos funding the venture through her own savings, including an $11,000 inheritance from her mother. Santos has reported a staggering 115% growth rate over the past year, with projections indicating she may achieve six-figure monthly sales in the near future.
Her target audience has expanded beyond her initial expectations, attracting not only wellness enthusiasts but also outdoor adventurers and high-level business professionals aged 40 to 55. These consumers are increasingly seeking alternatives to alcohol that allow them to unwind without impairing their clarity. Santos notes that her “Adapt” blend, which helps regulate cortisol levels, is particularly popular among this demographic.
The rise of “herbal mixology” is coinciding with a cultural shift in consumer behavior, especially post-pandemic. Individuals are becoming more conscious of their health and wellness, leading to a decline in alcohol consumption and an interest in holistic alternatives. Santos describes her blends as a fusion of ancient plant wisdom and modern lifestyle needs, positioning Altar Native at the forefront of this trend.
“We are at the intersection of wellness and ritual,” Santos stated. “Our tinctures can be used in mocktails, teas, or taken directly for maximum benefit.”
The company operates with a commitment to sustainability and intentionality, with plans to expand into ready-to-drink (RTD) beverages in the future. Santos has managed to bootstrap her business without external investors, focusing instead on reinvesting profits to ensure sustainable growth.
As Altar Native continues to gain momentum, the demand for herbal alternatives is likely to rise. Santos’s journey from Meta to her own business serves as an inspiring example of how personal experiences can lead to innovative solutions that resonate with a growing market.
With the wellness industry evolving rapidly, the timing of Altar Native’s launch may prove crucial for its success. As more consumers turn to natural remedies for stress and relaxation, Santos is poised to lead the charge in the herbal alcohol alternative space.
Stay tuned for further updates as Altar Native continues to evolve and expand its reach in the wellness market.
