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Founded | 2021
Headquarters | Los Angeles, California
Top Executives | Ben & Sara Jensen / Co-Founders & Co-CEOs
Product Category | Health & Wellness
When Ben and Sara Jensen decided to start their family, they could never have predicted the tumultuous path ahead. The young couple struggled for 14 years with unexplained infertility. Even with the support of world-renowned specialists across various medical fields and numerous IVF rounds, nothing ever worked.
Searching for a Silver Lining
Desperate to get pregnant, the Jensens tried everything. Sara, a passionate ultramarathoner, stopped running. She hated needles but did acupuncture multiple times per week. During their sixth round of IVF, the Jensens asked their doctor whether they might be missing something—anything—that could increase their chances of conceiving.
“Our doctor asked which skincare, homecare and wellness products we were using, sharing that those products contained chemicals that could disrupt our hormones,” Ben recalled. “We had seen this happen firsthand during IVF. The doctors had prescribed a hormone cream for Sara. After rubbing a small amount on her skin, her hormones would spike. We realized that if a small amount of cream could affect Sara’s hormones in such a significant way, then other products could as well—it was an enormous wakeup call. We spent countless hours researching and meeting with experts learning about how hormones impacted our health.”
“Incredibly, our sisters volunteered to be our surrogates,” Sara shared. “Ben’s sister gave birth to our son, Hugh, and my sister gave birth to our daughter, Grace. After having Grace, I couldn’t sleep—we felt incredibly fortunate to have our children, and we knew that what we had learned about hormone disruption and hormone health could benefit everyone. I felt a deep responsibility to share what we had learned and wanted to pay forward the generosity we had received. With a newborn and a two-year-old, we resigned from our careers and founded Hugh & Grace.”
Their 14-year battle with infertility would lead the Jensens to their favorite roles: parents of Hugh and Grace and launching a business named in their honor. Hugh & Grace has become a groundbreaking brand on a mission to create high-performance, hormone supportive products for everyone that help reduce exposure to hormone-disrupting chemicals.
Solving their Problem
Before founding Hugh & Grace, Ben was managing a multibillion-dollar family office in Beverly Hills, and Sara was working in philanthropy at the University of Southern California.
The couple had built a fantastic network of world-renowned doctors, top hormone health experts and thought leaders from across the country. “We loved our careers and never planned on starting a company,” Ben said. “But once we realized the universal need for improved hormone health, we knew it was something too important for us not to do.”
Many everyday products contain endocrine disrupting chemicals (EDCs). These chemicals disrupt hormones and can lead to infertility, anxiety, cancers and other diseases. Shockingly, men apply over 80 chemicals daily; women over 160. We’re exposed to hundreds more in our daily environment.
The Jensens consulted their medical advisors to determine the best way to solve it. As Ben explained, “We keep our messaging very clear—what goes on, in and around our bodies impacts our hormones—positively or negatively. We offer a lifestyle solution that helps promote hormone health with products, education and community.”
The Jensens work with a team of award-winning formulators and manufacturers and conduct third-party testing on their products. The couple take quality, performance and safety seriously, constantly looking at market trends and innovation when formulating the products.
With current product lines focused on skin, health and home care, Hugh & Grace provides customers with a baseline for detoxing their lives.
“We’ve learned that simplicity is key. While we love launching new products, The Routine is the key to our success. It’s three simple steps every morning—supplements, our hydrate + detox drink and collagen. Ben and I never miss a day. It’s helped with our energy and focus and helped us stay healthy even with long work hours and a crazy travel schedule,” explained Sara.
Empowering the Community
They have created a movement. “We knew if we were going to create a holistic solution to an issue most people don’t realize they have, we needed to create awareness, education and community,” Ben explained.
Hugh & Grace’s innovative Affiliate Plus model blends the best elements of affiliate marketing, retail partnerships and direct sales into a multichannel business model. “We saw the challenges and misconceptions surrounding direct sales and knew we had to build something different,” Ben explained. “Consumers today demand authenticity, purpose and performance. Our model delivers on all fronts and provides an opportunity for our Advocates to create meaningful impact.”
Hugh & Grace’s model focuses on education, community and trust. Advocates are empowered to share their knowledge of hormone health through masterclasses, podcasts and live events.
Proven Results
Hormone health is a topic that is trending, and the company is scaling rapidly. In Q4 2024 alone, Hugh & Grace achieved 215 percent growth with 2025 looking to top 300 percent of sustainable growth.
Beyond the numbers, Hugh & Grace is gaining traction among health professionals. Many top medical professionals, including oncologists, OB-GYNs and hormone specialists, are partnering with the brand, recommending its products and business model to their communities. Partnering with respected doctors’ offices including the Southern California Reproductive Center and Rodeo Drive Women’s Health Center put hormone health forefront of conversations in both healthcare and wellness.
The Jensens also believe in philanthropy. “Hormones impact your physical, mental and sexual health. This is a broad topic, and we collaborate with several incredible charitable organizations doing great work in the world,” Sara explained. These collaborations reflect the heart of the brand while giving back to their community.
The company is now preparing for international expansion. They recently pre-launched in Canada and returned from presenting in Saudi Arabia and Dubai.
And their success hasn’t gone unnoticed. Hugh & Grace was recently honored as 2025’s Most Transformative Company and Fastest Growing Impact Company by Real Leaders. Their book Hormone Health Simplified: Simple Swaps to Improve Your Physical, Mental and Sexual Health is scheduled to launch in April.
The Jensens feel fortunate to have such an incredible team. “Amanda Lorenz, EVP of Operations and Chief of Staff, has been an integral part of our growth. Craig Colyar, SVP of Sales, drives revenue growth with strategic expertise, and Kelli McVay, VP of Field Development, brings heart and passion. They create a fun work environment and equip our Advocates with the resources they need to thrive,” Sara explained. “This isn’t about us. It’s about creating an elevated platform where we can help people live their dreams. Hugh & Grace provides solutions and a platform to help live simpler, healthier, happier lives. And we’re just getting started.”
From the March/April 2025 issue of Direct Selling News magazine.
