Yasmin Santos: From Meta to Herbal Alcohol Alternatives

Yasmin Santos stopped drinking alcohol in 2018 to heal a gut issue. Although she intended for the break to be temporary, she realized her body no longer wanted alcohol once she recovered. While she missed the social ritual of drinking, she also witnessed the limitations of pharmaceuticals while caring for her mother, who suffered from early-onset dementia.

Seeking natural solutions, Santos discovered herbalism. She began experimenting with plants that humans have used for thousands of years, including kava, CBD, kratom, and damiana. She referred to her experimentation process as "kitchen witching," where she mixed, tasted, and took notes on various blends.

By day, Santos worked at Meta as an ad specialist, running A/B tests and optimizing campaigns. However, her passion for herbalism grew. She began bringing small dropper bottles of her blends to social gatherings. The response from friends was overwhelming, with many asking where they could purchase the products.

The interest in her blends sparked the creation of Altar Native in 2021. Santos spent 2022 refining the branding and recipes. The company officially launched in January 2024. She funded the initial stages using an $11,000 inheritance from her mother and continued to freelance in marketing to support the business.

Before selling the tinctures directly, Santos tested the concept with a mobile "cater bar." This alcohol-free bar traveled to festivals and private events, allowing her to prove the concept and acquire her first customers. This strategy helped establish a foundation for the brand.

Altar Native currently offers four herbal tincture blends designed to elevate mood and improve flow without alcohol. The company handles extraction, bottling, labeling, and fulfillment through a co-manufacturer in Pennsylvania. This partnership allows Santos to focus on building the brand and its marketing strategies.

Altar Native has seen a 115% growth rate in the year following its launch. Santos projects that the company will reach months with six-figure sales in the coming years. She has not taken on investors, choosing instead to bootstrap the business through her Meta income, freelancing, and careful reinvestment of profits.

Santos initially expected her customer base to consist of "wellness girlies" interested in yoga and Pilates. However, the brand's biggest fans turned out to be:

• Van lifers
• Surfers
• Climbers
• Outdoor adventurers

A second, unexpected demographic emerged: professional men aged 40 to 55. These high-level business professionals frequently order the "Adapt" blend, which helps regulate cortisol and balance energy. Santos notes that her background in the corporate world helps her understand exactly what this demographic is looking for.

Santos describes her approach as "herbal mixology"—the art of crafting functional, plant-based blends that elevate mood without alcohol. She believes the brand sits at the intersection of wellness and ritual, bridging ancient plant wisdom with modern life. Her personal routine includes the "Ecstatic" blend with cacao in the morning, "Adapt" throughout the day, and "Lucid" at night.

Looking forward, Santos aims to scale the business sustainably. Her goal is to move into ready-to-drink (RTD) beverages while maintaining values of intentionality and environmental stewardship. She is open to eventually exiting the company if it means partnering with a firm that shares her vision for conscious, plant-based living.

Despite her success, Santos remains focused on the mission. She views herself as a steward of the idea, helping others find natural ways to reconnect with themselves. She emphasizes that the business is about remembering what the earth offers and choosing to listen to it.