- Join PLUS
- How it Works
Stephen Ezell
16 years ago, our newborn son developed a severe rash. Doctors prescribed pharmaceuticals, but one phone call changed everything—a friend asked, "What laundry detergent are you using?"
People often ask me why we built TrulyFree.com.
The answer is personal.
Years ago, when my infant son developed a severe rash, I did what every parent would do. I started asking questions.
What was in the products we were using every day? What were we bringing into our home? Were there better options?
That journey changed my life.
It led me to start Truly Free Home because I wanted to create products my own family could feel good about using.
But Along the Way, I Discovered Something Much Bigger Than Laundry Detergent.
I met families all over the country who were asking the same questions I was.
Families wanting healthier products they can trust...
Entrepreneurs building businesses around transparency…
Makers crafting better alternatives because they genuinely cared about the people using them.
These weren't billion-dollar corporations.
They were real people solving real problems.
The more I met them, the more I realized something didn't seem right.
Many of the brands doing incredible work were almost impossible to discover, while the companies with the biggest advertising budgets dominated our feeds, search results, and store shelves.
I kept thinking... There has to be a better way.
That's why we created Truly Free
I like to think of it as the modern-day farmers market.
When you visit a local farmers market, you don't just buy a product...
You meet the person behind it. You hear their story. You learn why they created it. You build trust through connection.
That's the experience I wanted to bring to you and your families.
A place where you can discover great brands, learn about the people behind them, and make informed decisions based on what matters most to you and your family.
You Decide What Matters to You
We're not here to tell you what your values should be.
We're here to give you the information and transparency to make those decisions for yourself.
That's why we created our badge system.
Every family is different. Every shopper has different priorities.
Maybe you're looking for products made in the USA.
Maybe you want to support small businesses.
Maybe sustainable packaging matters most to you.
Maybe you're searching for women-owned businesses, regenerative farming, refillable products, or cleaner ingredients.
Instead of telling you what to buy, we make it easy to shop by the badges that reflect what matters most to you.
Your Values Are Personal. Your Shopping Experience Should Be Too.
Every Purchase Is a Vote
I believe every purchase is more than a transaction.
It's a vote.
A vote for the kind of businesses you want to see succeed.
A vote for innovation over imitation.
A vote for entrepreneurs who are working every day to build something better.
I Believe the Future Belongs to People.
For too long, commerce has been controlled by a handful of giant companies.
I believe the future belongs to people.
To the founders brave enough to build something different.
To the creators who share products they genuinely believe in.
And to consumers like you, who choose to support businesses that reflect your own values.
More Than a Place to Buy Products
At TrulyFree.com, you're not just buying products.
You're discovering founders. Supporting small businesses. Building meaningful connections.
And shopping in a way that feels right for you and your family.
That's the future we're building together.
Thank you for being part of it.
Stephen Ezell
Founder & CEO
Truly Free
