This as-told-to essay is based on a conversation with Yasmin Santos, a former Meta ad specialist and the founder of the herbal alcohol alternative brand Altar Native. It has been edited for length and clarity.
When I stopped drinking in 2018, it was for my health, not my career. It turned out to be great for both.
I gave up alcohol to heal a gut issue, thinking it would just be temporary. But when I was finally healthy enough to drink again, I realized something had shifted. My body no longer wanted it. The buzz wasn’t fun; it just felt wrong.
Still, I missed the ritual. I missed the ease alcohol could bring in social settings. At the same time, I was caring for my mother, who was bedridden with early-onset dementia. I could see how much pain she was in, and how the pharmaceuticals she relied on often did more harm than good. I prayed for another way and felt a clear answer: “The plants are there for you.”
That’s when I discovered herbalism — and the vast world of plants that humans have used for thousands of years to support their well-being. I learned about kava, CBD, kratom, and damiana — each with different properties that our ancestors used to calm, energize, or restore balance. It was like opening a door into a forgotten world of natural solutions.
From Meta’s ad systems to herbal tinctures
By day, I was working at Meta as an ad specialist, running A/B tests and optimizing campaigns inside Ads Manager. I loved the analytical challenge, but outside work, I found myself drawn more deeply into herbal experimentation. I called it “kitchen witching” — mixing, tasting, feeling, and taking notes.
I’d bring little dropper bottles to social gatherings, letting friends try my blends. The response was overwhelming. People wanted to know where they could buy them. That was in 2021, and the spark became my company, Altar Native.
Courtesy of Yasmin Santos
Through 2022, I refined the branding and recipes, and by January 2024, we were officially launched. I started small, still freelancing in marketing to fund the business, and using an $11,000 inheritance from my mom as seed money.
Before I started selling the tinctures themselves, I’d tested the idea with a “cater bar” — a mobile alcohol-free bar I could take to festivals and private events. It helped me prove the concept and reach my first customers. Between the events and tincture sales, I’ve had a 115% growth rate in the year since, and I’m projecting that I’ll reach months with six-figure sales in the next few years.
What has surprised me most is our customer base. I thought my audience would be “wellness girlies” who are into yoga and Pilates. But our biggest fans turned out to be van lifers, surfers, climbers, and outdoor adventurers; the sort of people who want to connect deeply to nature and stay clear-headed doing it.
Our second demographic emerged unexpectedly: professional men, aged 40 to 55, often high-level business professionals. They order our “Adapt” blend, which helps regulate cortisol and balance energy.
They don’t want alcohol, but they still want something to take the edge off — and since I come from the same corporate background, I get it, and I know exactly how to create what they’re looking for.
The rise of ‘herbal mixology’
We’re riding a wave. Since the pandemic, people have woken up to the reality that how they care for their bodies defines their quality of life. They’re drinking less, questioning what they put in their systems, and searching for alternatives that help them feel good without dulling their senses.
That’s where I see Altar Native: at the intersection of wellness and ritual, bridging ancient plant wisdom with modern life. I call it “herbal mixology”: the art of crafting functional, plant-based blends that elevate your mood and state of mind, without the use of alcohol.
Our tinctures can be mixed into mocktails, added to tea or sparkling water, or taken straight on the tongue. My personal routine includes our “Ecstatic” blend in the morning with cacao instead of coffee to keep me focused without the afternoon crash. I take “Adapt” throughout the day when I need balance, and “Lucid” at night to calm my nerves and stave off anxiety.
I haven’t taken on investors yet. I’ve bootstrapped everything — through Meta income, freelancing, and careful reinvestment. My goal is to scale sustainably, eventually moving into ready-to-drink (RTD) beverages while staying true to our values of intentionality and environmental stewardship.
My co-manufacturer in Pennsylvania handles extraction, bottling, labeling, and fulfillment — allowing me to focus on building the brand.
Courtesy of Yasmin Santos
I’d love to grow Altar Native into a major player in this space, and maybe even exit one day, if it means partnering with a company that shares our vision for conscious, plant-based living.
I was in a sorority in college, and each graduating senior was given a paper plate superlative award based on their personality and habits. Mine was “Most likely to sell a million-dollar business to ‘Shark Tank.'” We’ll see!
But for now, I’m focused on being a steward of this idea: helping it grow, and helping others find natural ways to reconnect with themselves.
Because for me, this isn’t just about business. It’s about remembering what the earth has always offered us — and choosing to listen.
