My Magic Mud in New Braunfels has taken home remedies to a global stage

Jessica Arman and her family began the business in 2013. (Courtesy My Magic Mud)
Jessica Arman and her family began the business in 2013. (Courtesy My Magic Mud)

Jessica Arman and her family began the business in 2013. (Courtesy My Magic Mud)

Image description
Activated charcoal toothpaste is one of the company's best selling items. (Courtesy My Magic Mud)
Image description
Toothpaste with hemp seed oil is one of the new product lines introduced this year. (Courtesy My Magic Mud)
Image description
Toothpaste with CBD and hemp seed oil is one of the new product lines introduced this year. (Courtesy My Magic Mud)
When Jessica Arman began testing home remedies for her daughter Allie’s sensitive teeth, she had no idea that her mixture would one day become a product sold around the world.

Allie was born with a condition that caused her teeth to be susceptible to cavities and tooth sensitivity. Arman said it was difficult to find dental products that worked for her daughter, so she began testing natural ingredients.

“I wanted to shy away from chemicals, so that’s what led me to the power of charcoal,” Arman said.

Her final mixture included activated coconut shell charcoal, calcium bentonite clay, organic orange peel extract and organic mint extract.

After interest in the powder grew among family and friends, Arman and her family decided to sell the product at the New Braunfels Farmers Market.“We started My Magic Mud at the local farmers market in 2013, and we got such support,” Arman said. “That is really what validated the idea for us to go to our wholesale partners.”


Soon after launching the business, Arman’s mother-in-law moved from California to Central Texas to help market the product and was successful in building partnerships with local health and whole foods stores.

She said her mother-in-law’s influence gave the business the boost it needed. It did not hurt that she also gave Arman lessons on how to pitch the product to larger retailers.

“I know we would not be where we’re at today without her belief in me and in the products,” Arman said.

My Magic Mud products are now available in stores that include Target, H-E-B and CVS. The company offers more than 30 items, including three product lines that were originally scheduled to be released in spring 2020.

The onset of the coronavirus pandemic stalled the launch of the company’s new products and reduced the team from 25 to six full-time employees. The company has also shifted its focus to direct online retail through its website, and the corporate office in New Braunfels, where customers could purchase products in-person, is temporarily closed.

As sales have stabilized, Arman said she has been able to release the new silver-charcoal, hemp oil and CBD toothpaste lines that utilize a new foaming agent derived from coconut.“We really did accept that we needed to shrink down our business to where we knew we could be successful,” Arman said. “In order for us to make it through this pandemic, it was important for us to have a really strong online presence.”

Customers may also purchase a subscription service that will deliver products every one, two or three months.“It’s been a huge thing for us to really cultivate that one-on-one experience with the end user,” Arman said. “We’re in about 30,000 locations worldwide, but to know that it really all started at the New Braunfels Farmers Market is just the coolest story ever.”
By Lauren Canterberry
Lauren began covering New Braunfels for Community Impact Newspaper in 2019. Her reporting focuses on education, development, breaking news and community interest stories. Lauren is originally from South Carolina and is a graduate of the University of Georgia.


MOST RECENT

The Centers for Disease Control and Prevention and U.S. Food and Drug Administration recommended health providers pause distribution of the Johnson & Johnson vaccine April 13. (Olivia Aldridge/Community Impact Newspaper)
State, federal health authorities recommend pause of Johnson & Johnson vaccine after 6 rare, severe blood clots

Hub providers in Dallas, Harris and Travis counties have all announced they will follow the recommendations and pause distribution of the Johnson & Johnson vaccine.

COVID-19 hospitalizations in Comal County have increased to 19, up from 13 on April 9. (Warren Brown/Community Impact Newspaper)
Comal County positivity rates pass 5% as area hospitalizations increase

The county has reported 189 new confirmed and probable cases of COVID-19 since April 5, 109 of which are New Braunfels residents.

Work on a new NBISD elementary school campus is to begin this summer. (Warren Brown/Community Impact Newspaper)
Next NBISD elementary school campus to begin construction this summer

The school will eventually replace Carl Schurz and Seele Elementary Schools.

New Braunfels City Council unanimously approved the first reading of an ordinance to restrict residency of convicted sex offenders. (Courtesy city of New Braunfels)
Child safety zones proposed in New Braunfels restrict where sex offenders may live

During an April 12 meeting, City Council voted unanimously to approve the first reading of the ordinance.

Face masks are no longer required in city facilities. (Brian Rash/Community Impact Newspaper)
Face coverings no longer mandatory in New Braunfels city facilities

Officials revisited a temporary policy requiring masks to be worn by staff, visitors and customers at New Braunfels city facilities and decided to rescind the policy.

City Council approved fee waivers for the Sophienburg Memorial Association during its April 12 meeting. (Lauren Canterberry/Community Impact Newspaper)
City of New Braunfels waives fees for Sophienburg museum expansion

Due to rising property valuations throughout the city, board members of the nonprofit Sophienburg Memorial Association have requested and received waivers for costs associated with its expansion.

A lack of significant rainfall has local officials preparing to implement stage 2 water restrictions in the New Braunfels area. (Brian Rash/Community Impact Newspaper)
Stage 2 water restrictions anticipated for New Braunfels area

Due to a recent rise in temperatures and lack of significant rainfall, officials from New Braunfels Utilities are expecting a shift from stage 1 to stage 2 drought restrictions by the end of April.

Romeo's Pizza held its Georgetown groundbreaking April 6. (Courtesy Romeo's Pizza)
Romeo's Pizza coming to Georgetown; Vacancy Brewing opens in South Austin and more Central Texas news

Read the latest business and community news from the Central Texas area.

Austin Public Health holds a vaccination clinic at the Delco Activity Center in Northeast Austin. (Jack Flagler/Community Impact Newspaper)
Coronavirus updates from Austin, Travis County; governor bans 'vaccine passports' and more top Central Texas news

Read the most popular business and community news from the past week from Central Texas.

The site will offer free PCR testing to the public and will allow city and county officials to focus their efforts on vaccination clinics. (Courtesy Adobe Stock)
Curative to continue operating drive-thru COVID-19 test site at New Braunfels City Hall

The site will offer free PCR testing to the public and will allow city and county officials to focus their efforts on vaccination clinics.

Early voting runs April 19-27. Election day is May 1. (Courtesy Unsplash)
New Braunfels chamber to host candidates forum ahead of May 1 election

Candidates running in the New Braunfels City Council election will have the opportunity to share about their goals for if they are elected.

A resident at EdenHill Communities receives their second dose of Pfizer's COVID-19 vaccine. (Lauren Canterberry/Community Impact Newspaper)
Amid the struggle to get vaccinated, these Austin moms have helped over 3,900 people get appointments

The women volunteer their time searching for hard-to-find time slots that often become available in the middle of the night.