The Martynyuks and the Birth of 'for humans': A Real Family's Quest for Clean Living

Meet the Martynyuks: Artem and Jenny, two thirty-somethings with entrepreneurial fire in their bellies, a love for all things natural, and two wild, beautiful kids who refuse to nap but are experts in spilling anything remotely sticky. Their journey to launching "for humans" wasn't some fancy VC-funded startup story with business jargon and investor decks—it started in their kitchen, with organic food.

From Grocery Store Aisles to a Wake-Up Call

Like many young families, the Martynyuks started paying closer attention to what went into their bodies after having kids. It began with food: out went the sugary cereals and processed foods and in came organic produce, pasture-raised eggs, grass-fed meat, and just more homemade meals from organic ingredients.

As they began switching to clean, organic foods, something strange happened: they started feeling better. Skin cleared up. Energy went up. Their son, auggie, stopped itching like a dog in a flea collar. Even Eva, their skeptical 8-year-old daughter, noticed the difference (and trust us, she notices everything). It was all great—until they looked at the back of their shampoo bottle.

Wait, What’s in This Stuff?

One night during bath time, Jenny picked up the bottle of baby shampoo they’d been using for years and did a quick ingredient search. What she found was not comforting. Synthetic fragrances. Sulfates. Parabens. Words that sounded like they belonged in a chemistry textbook, not on a child’s head.

So began the second phase of their journey—swapping out personal care products. But every time they found a product claiming to be “natural,” it either:

1. Smelled like a foot dipped in lavender,

2. Was so watered down it felt like shampooing with ghost tears,

3. Cost more than their mortgage.

They knew there had to be a better way.

The Not-So-Secret Sauce

Artem, never one to back down from a challenge, dove into researching what actually should go into body care products. Turns out, the skin is the body's largest organ—and it absorbs a significant portion of what we put on it. According to a study published in the American Journal of Public Health, the skin can absorb up to 64% of the contaminants found in water. If you wouldn’t eat it, why lather it all over your body?

Together, Jenny and Artem began crafting a line that met three key standards:

• Truly natural and organic

• Backed by real science and clean formulations

• Cool enough that people would actually want to use it (and share it)

That’s how "for humans" was born—a brand built not for the crunchy granola stereotype (though hey, love those folks too), but for everyday people who care about what goes on their body just as much as what goes in it.

So What Makes 'for humans' Different?

Let’s break it down:

1. Ingredients You Can Pronounce
Every product—shampoo, conditioner, body wash, skin care—is packed with plant-based, vegan, and skin-friendly ingredients. Think aloe vera juice, betaine, wheat protein, chamomile extract. No harsh sulfates. No fake fragrances. No nonsense.

2. Actually Works (Like, Really Well)
We get it. You don’t want to smell like a patch of rosemary exploded on you, and you also want your hair to feel clean after washing it. Our formulations are lab-tested and dermatologist-approved—designed for sensitive skin, dry scalps, oily hair, and everything in between.

3. Gentle for Kids, Effective for Adults
The Martynyuks wouldn’t put anything on their kids they wouldn’t use themselves. All "for humans" products are free of allergens, nuts, and harsh chemicals—making them a win for toddlers and teenagers with mysteriously greasy hairlines.

4. Earth-Friendly (No Guilt Showers)
Everything is sustainably sourced, cruelty-free, and packaged in eco-conscious materials. It’s skincare with a conscience.

Backed by Science, Built with Love

We’re not just throwing around the word “natural” because it sounds nice. There’s science here. Betaine, for instance—a compound derived from sugar beets—has been shown to improve skin hydration and protect against irritation. Aloe vera is loaded with antioxidants and is scientifically recognized for its anti-inflammatory properties. Wheat protein strengthens hair and adds volume naturally, without synthetic polymers or silicones.

And it’s not just about what’s in the products—it’s about what’s not. No parabens, no phthalates, no SLS, no “fragrance” loopholes that hide sketchy synthetics. Just clean, honest formulas made for real families.

Made for Humans. All of Us.

You don’t have to live on a homestead, own a kombucha scoby, or name your kids after herbs to want better personal care. "for humans" was created for the modern family: busy, practical, and wanting to make smarter choices without turning life into a science experiment.

Artem and Jenny often joke that if their kids can survive a full bath-time routine without a meltdown—and still come out smelling good and with soft skin—then it’s probably good enough for the rest of us.

Why You Should Make the Switch

Here’s the real talk: most store-bought shampoos and soaps are cheap for a reason. They’re mass-produced with harsh ingredients that strip your skin and scalp, cause irritation, and then leave you needing even more products to fix the problems they caused. It’s a vicious (and expensive) cycle.

Choosing organic, scientifically sound body care isn’t just about avoiding bad stuff—it’s about adding good things back into your daily routine. Moisture. Balance. Protection. A little joy in the shower that doesn’t come with a chemical aftertaste.

And let’s face it: smelling fresh and feeling clean without dousing yourself in endocrine-disruptors is pretty cool.

What You’ll Find at "for humans"

• Shampoos for every hair type, from dry curls to oily roots

• Conditioners that nourish without build-up

• Body Washes that cleanse without drying out your skin

• Skincare Essentials that are light, effective, and free from BS

All packaged in minimal, beautiful bottles you won’t be embarrassed to leave on your sink.

Final Word from the Martynyuks

“We didn’t set out to build a brand. We just wanted safer stuff for our kids,” says Jennifer. “But once we realized how hard it was to find truly clean products, we knew we weren’t alone.”

Artem adds, “Look, I’m not saying switching your shampoo is going to change your life. But it might. And your scalp will definitely thank you.”

So here’s your invitation—from one real family to another:

Make the switch. Feel the difference. Stay human.

Explore the full line at for humans and take the first step toward cleaner, safer, better care for your whole family.

Because what goes on your body should be just as good as what goes in it.