Interview: Clementine, Founder of Salt Lab

In a classic start up story, Clementine founded Salt Lab after needing a product herself and realising there simply wasn’t one out there that met her standards. With the gap identified, she was compelled to create her own topical magnesium product. With effectiveness and education at the core of the Salt Lab brand, Clementine’s business nous is something we can all learn from.

How did you become a wellness brand owner?

Salt Lab was born from a deeply personal need. Around 10 years ago, I was dealing with relentless fatigue, anxiety, disrupted sleep and strange food intolerances that just didn’t make sense. As a qualified Nutritionist, I knew something was off—but I couldn’t quite put my finger on it.

Eventually, I started working with a natural health practitioner. When he suggested I take magnesium, I responded (a little smugly), “I am already taking a glycinate powder!” But what he said next really landed. He told me that in the state my body was in—burnt out, overwhelmed, and depleted—oral magnesium just wasn’t going to cut it. My body simply couldn’t absorb or process one more thing.

That hit me hard. He recommended topical magnesium instead—something I’d never heard of at the time. I gave it a go, and the results were almost immediate. My sleep improved, my mind felt calmer and the constant tension in my body started to melt away.

That experience opened my eyes—not just to the power of magnesium, but to how many people must be walking around feeling just like I was, with no idea that something so simple could help. I couldn’t find a clean, natural topical magnesium that felt safe enough to recommend to clients or use on my own family, so I created one. And from there, Salt Lab was born.

What have some important pieces to your business puzzle been when it comes to standing out from the crowd?

There are so many brands in the wellness space, but I believe what sets Salt Lab apart is authenticity and education. We’re not here to jump on trends—we’re here to create truly effective products that work. We prioritise educating our community on why magnesium matters, how to use it and how to tune into their body’s signals. Pair that with beautiful branding and a bigger mission-led approach, and we’ve built something that resonates on a deeper level.

What’s a big lesson you’ve learned along the way that could help other business owners?

That growth doesn’t always feel good. We tend to glamorise the scaling process, but the reality is it can be messy, emotional, overwhelming and lonely. I’ve learned to see those feelings as part of the process rather than signs that I’m doing something wrong. 

Any e-comm specific advice for new business owners struggling with reach and conversion?

Focus on the foundations. It’s easy to get distracted by trends, new tools, trying all of the things splashed over social platforms, but if your website isn’t converting or your messaging isn’t clear, no amount of traffic will help. Make sure your product pages clearly communicate the benefits, your brand story is consistent, and your offer is strong. Then test, learn, refine—and keep showing up.

How has Future helped Salt Lab’s success?

I first came to Future when we were trying to figure out if buying our dream home was even possible. At the time, Salt Lab looked very different—we were still a small business, and I wasn’t sure if we had the financial structure in place to support that next step.

From day one Jase, Perry and the team made us feel like we were their number one priority. Even before I realised anything needed changing, they could see that our structure wasn’t set up to support the kind of growth we were aiming for. Behind the scenes, their wheels were turning—and they completely restructured the business so it would start working for us, not against us.

Accounting has never been in my wheelhouse, but Future made it feel manageable. They explain everything in plain English, they never make me feel silly for asking questions, and they’re always ten steps ahead when it comes to compliance and planning—especially during our rapid growth over the last few years.

Thanks to their support, we’ve been able to scale Salt Lab by 5x—without running into cash flow issues, compliance problems, or financial surprises. Having a team like Future in our corner has been a game-changer. And yes… they also helped us secure our dream home. 😊

Now for the wellness content… if someone hasn’t dabbled in magnesium, what should they know? And what’s the hero product they should start with?

Magnesium is essential for over 300 functions in the body; supporting sleep, stress, muscle recovery, energy, and more. But here’s the catch: our body doesn’t produce magnesium, so we have to get it from external sources. And thanks to depleted soils, stress and poor diets, most of us simply aren’t getting enough.

Not all magnesium is created equal. Most oral supplements are synthetic and poorly absorbed, often causing gut upset. Our body has to work so hard to break these down that we can lose up to 50% of what we’re taking. That’s why we created our Original Magnesium Oil: a topical spray made with pure, natural magnesium chloride. It absorbs directly through the skin, bypassing digestion and delivering fast, effective results.

If you’re struggling with sleep, feeling wired but tired, or dealing with tension or cramps, this is your new go-to. It’s natural, family-friendly, and once you try it, you’ll wonder how you lived without it.

Are you sold? We sure are (already were). Find out more about the Salt Lab story here and read about our Business Strategy and Accounting and Tax services here. If you’re a business owner or aspiring to be, we’d love to help you find the kind of success that Clementine has – dream home and all.