Elizabeth welcomes Clara Sieg, founder and CEO of Loonen, the water brand behind the beautiful glass bottle that suddenly seems to be everywhere. After spending 15 years in venture capital, Clara began looking more closely at plastics and endocrine disruptors during an IVF journey. When she later became a mom and realized that water was the main ingredient in her daughter’s formula, that research became deeply personal and eventually inspired her to create Loonen.

In this conversation, Clara breaks down what is happening in the water category, from microplastics and forever chemicals to sourcing, filtration, mineral content, and packaging. She explains why spring water is not automatically cleaner, what to look for when choosing a home filtration system, and how Loonen tests its finished water for more than 350 contaminants before making the results publicly available. Clara also opens up about the brand’s rapid expansion, her shift from investor to operator, integrating work and family as a founder and new mom, and why the foundations of wellness can be much simpler than we make them.

Episodes Here

Say Hi To Elizabeth and Purely Elizabeth:

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Clara: Loonen | Clara’s LinkedIn

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