The Case of Brand Confusion in the Wellness Industry
Consumer loyalty often hinges on trust and a clear understanding of a brand's origins. However, the case of the 'Routine' brand presents a notable instance of market confusion. Several companies with similar names and product lines exist, forcing consumers to pay close attention to avoid conflating the separate entities. This situation underscores the importance of clear brand identity and due diligence from both manufacturers and customers.
The Canadian Original: Routine Inc. (Routine Natural Beauty)
One of the most prominent companies using the 'Routine' name is Routine Inc., often stylized as Routine Natural Beauty. This Canadian company is owned and operated by sisters Neige and Pippa Blair, who founded it in 2011. Their brand was initially known for its effective natural deodorants, which gained a loyal following in Canada and beyond.
- Founding Story: The company's story began with Neige creating a natural deodorant recipe that outperformed conventional products. After successfully selling out at a local market in Calgary, she partnered with her sister Pippa to grow the business.
- Product Philosophy: The company's credo emphasizes natural, wholesome ingredients, mindful sourcing, and low-waste packaging. Their products, including deodorants, shampoos, and conditioners, are ethically crafted and produced in Canada.
- Market Growth: The company received capital funding and mentorship from SheEO Activators in 2019, which helped them expand their reach and scale their operations.
The US Wellness Brand: Routine (yourroutine.com)
A completely separate company, based in Dallas, Texas, also operates under the name 'Routine' and sells general wellness products. This company, which uses the domain yourroutine.com, was founded by a husband-and-wife team, Erin and Jake. Their focus is on health and wellness supplements designed for modern, busy lifestyles.
- Founding Philosophy: The founders were motivated by a simple goal: to help people establish healthy routines for healthy lives. After trying many other supplements filled with sugar and synthetic ingredients, they decided to create their own using time-tested, natural ingredients.
- Product Offerings: This US-based brand offers a range of supplements, including hydration mixes and hair growth formulas. They emphasize clean formulas made in the USA, with quality ingredients sourced from around the world.
- Brand Distinction: The owners have noted the importance of a clear routine for personal wellness, which is where the brand name originates. The existence of multiple brands with similar names has led to market confusion, a fact that the Canadian company has also publicly acknowledged.
The Aftermath of Similar Branding
The presence of two different companies operating under similar names has led to understandable confusion among consumers. The Canadian company, Routine Natural Beauty, has explicitly addressed the issue, referencing a "copycat American routine" that was created well after their brand was established. They feel this caused market confusion, especially as the American company's products began appearing on major online marketplaces like Amazon under the 'Routine Wellness' moniker.
Comparing the Two 'Routine' Companies
To help clarify the differences for consumers, here is a comparison table outlining the key attributes of the two companies.
| Attribute | Routine Inc. (Canadian Personal Care) | Routine (US Wellness Supplements) |
|---|---|---|
| Founders | Sisters Neige and Pippa Blair | Husband and wife Erin and Jake |
| Headquarters | Calgary, Canada | Dallas, Texas, USA |
| Primary Products | Natural deodorants, shampoos, and personal care items | Hydration mixes, hair growth supplements, and wellness formulas |
| Brand Focus | Natural and wholesome personal care, ethically crafted | Science-backed, convenient wellness supplements with clean formulas |
| Market Presence | Strong Canadian presence, global online reach | Primarily US market, significant presence on online marketplaces |
Navigating the 'Routine' Marketplace
For consumers, navigating this landscape requires careful attention to detail. The branding, domain names (routinenaturalbeauty.com vs. yourroutine.com), and product descriptions should be reviewed to ensure the purchase aligns with the intended company. This is especially important for those who value specific brand attributes, such as sourcing location, ingredients, or manufacturing practices.
How to Verify Your Routine Brand
- Check the URL: Look for the brand's official website. Canadian Routine uses
routinenaturalbeauty.com, while the US supplement brand usesyourroutine.com. - Read the 'About Us' section: A quick look at the company's story can immediately reveal the founders' names, location, and brand mission, which are distinctly different for each company.
- Examine the packaging and product details: The Canadian company emphasizes 'Made in Canada' and natural, wholesome ingredients. The US company highlights 'Made in the USA' and specific patented ingredients in their supplements.
Conclusion
In summary, the question of who owns Routine Wellness does not have a single answer. It is crucial to recognize that two distinct companies operate under similar names. The Canadian-based Routine Inc., or Routine Natural Beauty, is owned by sisters Neige and Pippa Blair and specializes in natural personal care products. The US-based supplement brand, named Routine and using the domain yourroutine.com, is owned by a husband-and-wife team, Erin and Jake. The market confusion serves as a powerful example of the need for consumer vigilance. By paying attention to the specific branding, product details, and official websites, consumers can confidently identify and support the 'Routine' company that best aligns with their needs and values.
