26 www.CharlestonWomenPodcast.com | www.ReadCW.com | www.Instagram.com/CharlestonWomen Welcome to the world of “crunchy moms,” where cleaner living meets heartfelt intentions for a healthier family. From natural products to mindful nutrition, the “crunchy” lifestyle has gained momentum among women seeking to create toxin-free homes. To better understand this growing trend, we sat down with local mom Chelsea Matthews who shared her journey toward embracing a non-toxic lifestyle. But first, let’s define “crunchy.” The “crunchy lifestyle” is a term derived from granola used to describe a holistic approach to living that prioritizes natural, eco-friendly and health-conscious choices. Rooted in a desire to minimize exposure to harmful chemicals and embrace sustainable practices, this lifestyle often includes using non-toxic household products, opting for organic foods and seeking natural remedies over conventional ones. Crunchy parents strive to create healthier environments for their families by making thoughtful choices about everything from diet, to skincare to technology use. While it’s not about achieving perfection, the crunchy lifestyle focuses on balance and intentionality, encouraging individuals to “do better” where they can for the sake of their health and the planet. THE CRUNCHY JOURNEY BEGINS For Matthews, the “aha moment” came 7 years ago while scrolling on Instagram. “I stumbled upon an account called Just Ingredients, and it opened my eyes to the ingredients in our food and household products. I had just had my first child and wanted to ensure we were living our healthiest life,” she explained. But her journey took a deeper turn after a personal tragedy. “A year after starting this lifestyle, my mom was diagnosed with glioblastoma, an incurable brain tumor. Then, while my mom was in hospice, we learned my dad had stage 4 kidney cancer. Losing both my parents to environmental-related cancers strengthened my resolve to do better for my family,” she shared. Her family now follows an 80/20 approach—striving for 80 percent of their lifestyle to be non-toxic while leaving room for balance. CREATING A NON-TOXIC HOUSEHOLD The transition to a chemical-free home can feel overwhelming, but Matthews insists it’s manageable with a step-by-step approach. “When one product ran out, I’d replace it with a healthier option. Over time, that became our new norm.” Her top three swaps? Cleaning products, personal care items and artificial fragrances. “We use brands like Branch Basics and Puracy for cleaning,” she said. “No bleach or Lysol in our home. For personal care, we avoid synthetic ingredients — your skin absorbs so much. And we ditched artificial fragrances entirely. Now we only use candles or diffusers made with 100 percent pure essential oils.” She also debunks the myth that non-toxic living is unaffordable. “Baking soda, vinegar and hydrogen peroxide are budget-friendly and effective cleaning agents. Some products seem expensive upfront, but they last much longer.” FOOD AS MEDICINE Food plays a starring role in the crunchy lifestyle. Matthews emphasizes the importance of reading labels. Healthy Home, Healthy Family Advice from a ‘crunchy mom’ BY KATIE FINCH Charleston Women at Home The Matthews Family.
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