Online Exclusives

A Return to Wellness...

By Tom Branna, Editorial Director | December 30, 2010

Drop by drop by drop.

For most consumers, essential oils are cloaked in mystery and shrouded by skepticism. Moreover, they are often relegated to the bottom shelf in mom-and-pop health food stores, where few mainstream consumers can find them, let alone use them properly.

Now, the founders of 21 Drops are determined to take the mystery out of essential oils and make them accessible to the mainstream. As one can surmise, the company offers 21 different essential oils that are available online and in select retailers. 21 Drops, Delray Beach, FL, is the brainchild of wife and husband team of Cary and Rick Caster and Amy Rosenthal. Rick’s background is in real estate and Amy is an online expert, but it is Cary Caster, and her expertise in essential oil, who is at the heart of the organization.

“We don’t promise to cure anything,” cautioned Cary Caster. “We’re just trying to help people blunt the brunt of the daily blows [of life].”

She learned about the power of plants as an undergraduate studying botany at the University of Florida in the 1980s. After a stint in grad school, Cary married Rick and started raising three children. It wasn’t until she met up with Geraldine Whidden, founder of Nature’s Symphony, that her passion for plants, and all the benefits that they possess, was reignited.
Over the years, Whidden has taught aromatherapy to more than 3000 students and Caster proved to be an eager student, learning how to distill the essential oils and how they work. She used that knowledge to alleviate her children’s cold and fever symptoms. But by 2000, Caster realized she needed more schooling on how essential oils affect the body, so she earned her massage license and when her husband was transferred to Europe, she studied aromatherapy in the United Kingdom—a country, she said, where the science is years ahead of the U.S. While in Europe, she studied with Gabriel Mojay an expert on oriental aromatherapy.

The 21 Drops collection includes 21 custom-blended solutions for maladies ranging from headaches and PMS to congestion and sleeplessness After returning from Europe, the Caster family looked into buying Whidden’s retail business, but ultimately decided the daily grind of running a shop would put too much stress on the family.

Finally in 2008, with the buzz surrounding aromatherapy growing in the U.S., Caster was convinced that Americans were ready to embrace essential oils. She decided to create a line of easy-to-use essential oils that could be correctly applied by mainstream consumers and, at the same time, would propel essential oils beyond health food stores and into more mainstream retailers.

“I kept the palette simple, yet they are profound and nurturing,” explained Caster.

The 21 Drops collection includes 21 custom-blended solutions for maladies ranging from headaches and PMS to congestion and sleeplessness. For example, the headache formulation is blended from rosewood wood oil, lavender flower oil and peppermint leaf oil to quiet, cool and relieve, according to the company.

PMS is blended from grapefruit rind oil, geranium leaf oil, jasmine flower oil and palmarosa grass oil to uplift, balance, soothe and reduce bloat.

Feeling down? Uplift is blended from rose flower oil, lavender flower oil, helichyrsum flower oil and German chamomile flower oil to help relieve depression, lift the spirit and offer emotional support. According to 21 Drops, the blend is about managing the blues and is highly effective when used over a sustained period to raise spirits, brighten outlooks and cheer moods, according to the company.

All the essential oil blends are formulated into a jojoba oil carrier that Caster explained is similar to sebum and is easily absorbed into the skin. Each formula is housed in a 7.5ml/0.25fl. oz. vial and retails for $28.

Although there many essential oils on the market, Caster insists that the 21 Drops line is different because the company insists on GC-MS testing to identify the materials it puts in its formulas.

“There is a fine group of artisan distillers who pride themselves on creating therapeutic grades of essential oils,” explained Caster. “Probably less than 1% of essential oil manufacturers offer GC-MS testing.”

The company is only a couple of months old, but as distribution and sales grow, 21 Drops is already working with a contract manufacturer to produce product. Caster will continue to mix the essential concentrate in Florida, but the jojoba oil will be shipped to Suite-K in South Brunswick, NJ to be compounded with the essential oils.

After years of learning and exploring about the power of plants on two continents, Caster insists her goal is simple—to help people feel better and be healthier.

“I want people to understand that plant-based solutions are better for them,” she added. “I want to empower people to take control of their health.”

More info:

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • A Sweet-Smelling Sanctuary

    A Sweet-Smelling Sanctuary

    Melissa Meisel, Associate Editor||September 1, 2016
    Home fragrance is enhanced by aromatic developments in delivery and components.

  • Special Effects

    Special Effects

    Melissa Meisel, Associate Editor||August 1, 2016
    Fall 2016 color cosmetics reflect light and offer a focus on elements like pigment, slip and wear.

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • And Now for Something Completely Different…

    And Now for Something Completely Different…

    August 15, 2016
    Phlur is out to make you rethink fragrance packaging.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.