Founders Story


For me conscious choice started over thirty years ago when I decided to stop buying products that were tested on animals. This meant I had to give up iconic brands that I had been using my whole life. Finding alternatives for personal care products like shampoo, lotion, toothpaste before the age of the internet and the ease of online shopping was challenging. To my surprise, I liked my newly found products better than the ones I was giving up. I was happy to find, companies that care about not testing on animals also care about the quality of the ingredients that go into their products. I was hooked, and so was my husband, Bob.

As the years went by, my choice to buy non-animal tested products grew to include buying products that didn’t contain harmful chemicals; also, I wanted to cut back on using single-use plastic. The more I got into it…the MORE I got into it! Bob and I became vegetarians for health and ethical reasons. (Poor Bob…he really misses bacon.) We made every effort to buy organically grown and environmentally friendly products.

My conscious choices were certainly narrowing what I could put in my shopping cart. At that time many products just didn’t have a certified organic alternative, and skincare products weren’t available in anything but plastic. I started making my own toothpaste, deodorant, body lotion, etc. Because I wanted to create new and improved versions (and how much deodorant, hand cream, and toothpaste can Bob and I really use?), I started giving away my concoctions. Everyone LOVED my experiments  as much as I did and kept coming back for more.

My thirty-plus-year journey led me to create a company that produces USDA Certified Organic Compliant, environmentally packaged skin and body care products that make it a little easier to purchase eco-luxury products that are good for you and good for the planet. After listening to my concept, Bob came up with the name Conscious Choice.

Thank you for joining me in making a Conscious Choice.

Consciously Yours,
Cathlene Bates
Founder and CEO

 Founders Story


For me conscious choice started over thirty years ago when I decided to stop buying products that were tested on animals. This meant I had to give up iconic brands that I had been using my whole life. Finding alternatives for personal care products like shampoo, lotion, toothpaste before the age of the internet and the ease of online shopping was challenging. To my surprise, I liked my newly found products better than the ones I was giving up. I was happy to find, companies that care about not testing on animals also care about the quality of the ingredients that go into their products. I was hooked, and so was my husband, Bob.

As the years went by, my choice to buy non-animal tested products grew to include buying products that didn’t contain harmful chemicals; also, I wanted to cut back on using single-use plastic. The more I got into it…the MORE I got into it! Bob and I became vegetarians for health and ethical reasons. (Poor Bob…he really misses bacon.) We made every effort to buy organically grown and environmentally friendly products.

My conscious choices were certainly narrowing what I could put in my shopping cart. At that time many products just didn’t have a certified organic alternative, and skincare products weren’t available in anything but plastic. I started making my own toothpaste, deodorant, body lotion, etc. Because I wanted to create new and improved versions (and how much deodorant, hand cream, and toothpaste can Bob and I really use?), I started giving away my concoctions. Everyone LOVED my experiments  as much as I did and kept coming back for more.

My thirty-plus-year journey led me to create a company that produces USDA Certified Organic Compliant, environmentally packaged skin and body care products that make it a little easier to purchase eco-luxury products that are good for you and good for the planet. After listening to my concept, Bob came up with the name Conscious Choice.

Thank you for joining me in making a Conscious Choice.

Consciously Yours,
Cathlene Bates
Founder and CEO