Stephen Ezell
Episode Description:
When Stephen Ezell’s newborn son broke out in a horrific rash from toxic laundry detergent, it set him on an 18-year mission that would transform him from a restaurant owner into one of America’s leading non-toxic product manufacturers. In this eye-opening conversation with Dr. Pedram Shojai, Ezell reveals the shocking truth about household chemicals lurking in our homes – from the 200+ toxic compounds found in newborn umbilical cord blood to the disturbing reality that 82% of consumers equate “clean” with artificial scent rather than actual cleanliness.
Ezell shares the wild journey of building Truly Free from three people mixing soap with a concrete mixer to serving over 500,000 families, while exposing the unregulated chemical industry that prioritizes profits over public health. He breaks down the most dangerous household products (hint: it’s not what you think), debunks greenwashing tactics, and explains why the EU bans over 12,000 chemicals while the US only bans 14.
This conversation is a wake-up call for parents and anyone concerned about the toxic burden in their homes, offering practical solutions and hope for a cleaner, healthier future. To get up to 300 free loads of laundry and test out Truly Free’s amazing products, GO HERE FOR AN URBAN MONK EXCLUSIVE OFFER
Listen to the episode on Spotify here or on your favorite podcast platform and check out the Urban Monk Academy here.
Podcast show notes:
Key Topics Covered
The Origin Story (00:00 – 03:00)
- Stephen’s newborn son’s severe chemical reaction to conventional laundry detergent
- The family friend’s question that changed everything
- From restaurant owner to eco-warrior entrepreneur
- Building Truly Free from a concrete mixer to major manufacturer
The Toxic Reality in Our Homes (03:00 – 07:00)
- 200+ household chemicals found in healthy newborn umbilical cord blood
- EU vs US chemical regulations: 12,000 banned vs 14 banned
- The “hamster wheel of wellness” – poisoning ourselves then paying to detox
- How chemicals penetrate the “castle wall” of our homes
Consumer Psychology & The Scent Trap (27:00 – 32:00)
- Stephen’s shocking mall experiment: 82% chose dirty but scented towel over clean unscented one
- The historical programming connecting scent with royalty and status
- Why consumers equate smell with cleanliness
- The documentary “Stink” and fragrance industry manipulation
The Two Most Dangerous Product Categories (22:00 – 26:00)
- Laundry detergent: Chemicals designed to stay on fabrics and absorb through skin
- Dishwasher detergent: Toxic vapors exhausted into kitchen air, chemicals left on dishes
- Why these represent 80% of household chemical exposure
Greenwashing & Consumer Confusion (14:00 – 21:00)
- How to identify real vs fake “green” products
- The lavender essential oil controversy: hero or hormone disruptor?
- EWG rating inconsistencies between cleaning and cosmetic use
- Why transparency matters more than marketing claims
The Unregulated Industry (11:00 – 14:00)
- Companies only required to disclose ingredients above 1% concentration
- “Fragrance” and “perfume” as catch-all terms hiding thousands of chemicals
- No government inspections of product labels
- How crony capitalism enables toxic product proliferation
Flame Retardants & Fabric Toxicity (38:00 – 41:00)
- The tobacco industry’s role in mandating flame retardant chemicals
- Forever chemicals sprayed on carpets, couches, and clothing
- Why even firefighters oppose these chemicals
- The impossibility of removing these toxins from fabrics
Solutions & Hope (43:00 – 46:00)
- Consumer voting with dollars as the path to change
- Free trial offer for podcast listeners
- The accretive effect of small, consistent swaps
- Building a movement through conscious capitalism
Key Statistics & Facts
- Over 500,000 families served by Truly Free
- 200+ household chemicals in newborn blood
- 12,000 chemicals banned in EU vs 14 in US
- 82% of consumers chose scented dirty towel over clean unscented towel
- 80% reduction in complaints after switching to non-toxic products
Resources Mentioned
- Truly Free Home products and free trial offer
- “Stink” documentary (2015)
- EWG (Environmental Working Group)
- Dr. Pedram Shojai’s films: “Origins” and “Homesick Home”
Action Steps for Listeners
- Start with laundry detergent – the #1 chemical exposure source
- Replace dishwasher detergent – the #2 exposure source
- Read labels and demand ingredient transparency
- Vote with your dollars for non-toxic alternatives
- Try the free Truly Free products via the podcast link
Guest Information
Stephen Ezell – Founder & CEO of Truly Free
- 18 years in the non-toxic product industry
- Bootstrapped company from startup to major manufacturer
- Advocate for conscious capitalism and consumer education
- Father of five children
Host: Dr. Pedram Shojai – Documentary filmmaker and wellness advocate
- Creator of “Origins” and “Homesick Home” documentaries
- Expert on toxic home environments and detoxification
This episode is for educational purposes only and not intended as medical advice. Consult with qualified healthcare practitioners for personalized guidance.
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