Filipino by Nature: Rooted in Ancestry, Growing with Purpose
A conversation with Herbalaria founder Lyn Pacificar on 10 years of honoring lineage, healing, family, and community.
In this exclusive interview, we sit down with Lyn Pacificar, the visionary founder behind Herbalaria, as the company reaches its landmark 10th anniversary. From its humble beginnings as a personal solution for skin issues to becoming a trailblazer in "P-beauty" and Filipino spiritual wellness, Lyn shares the profound journey of building a brand rooted in ancestral lineage. We explore the meaning of being "Filipino by Nature,” the challenges of maintaining authenticity in a shifting digital landscape, and the exciting future that includes global expansion and an upcoming community celebration on September 26.
Lyn Pacificar, the visionary founder behind Herbalaria.
Inspiration & Origins
Jennifer Redondo: What inspired you to start your business 10 years ago? What was your original vision?
Lyn Pacificar: The inspiration came from several places, but the most immediate was a need for a non-steroidal solution for eczema. My mother and I both suffered from eczema, and I wanted to create something that didn't thin the skin like the medical creams did. I started making scrubs that addressed blistering and hydration. Beyond that, I noticed that traditional Filipino herbal healing was often understated compared to other Asian counterparts. I felt that as a Filipina with a lineage of healers, I could elevate our botanical science and branding. Herbalaria was a download from my ancestors — a way to introduce Filipino plant medicine and magic to everyone.
The Evolution of Mission
Jennifer Redondo: How has your mission evolved over the past decade?
Lyn Pacificar: Our core values of education and healing have stayed constant, but our identity has deepened. This year, we realized that we are "Filipino by Nature." It’s not just a tagline; it’s who we are. If mainstream solutions don’t address spiritual or ancestral trauma, we offer solutions through our three segments: authentic skincare rooted in guava medicine, spiritual supplies that serve as a beacon for practitioners, and Diwata Adornments, our line of sacred amulets and jewelry. We want to bring people home to themselves and their ancestors.
Diwata Adornments Guava Amulet Choker Necklace
Jennifer Redondo: How has your relationship with the local community and your customers shaped your success?
Lyn Pacificar: My relationship with the local community and our customers has shaped Herbalaria’s success in so many ways because, from the very beginning, I have treated the people who support us like family. Herbalaria has always been family-forward. It has never been just me serving the community—my husband and my children have also been part of that journey. From vending at FPAC to hosting open houses at our home, we have spent years creating spaces where people can gather, connect, and build relationships with us. Over time, those experiences have created a strong community of supporters because we are there for them, and they are there for us. It is a relationship built on mutual care and trust. Now, seeing my eldest daughter, Soraya, work full time and become part of the next generation of our family business feels like things have come full circle. I want to be there for our community, and one day, my daughter will continue to be there for them as well. For me, community is not something you build once and then walk away from. Like any relationship you truly care about, it takes time, presence, and continued nurturing. I believe that commitment to showing up for people has been one of the most important parts of Herbalaria’s success.
Gavin and Soraya picking guava leaves.
It’s a family affair: Soraya, Gilbert and Lyn
Overcoming Hurdles
Jennifer Redondo: What have been the toughest hurdles you've faced as a trailblazing company?
Lyn Pacificar: Adapting to a changing landscape is constant. From the start, I could just talk to the camera; now, social media demands short-form storytelling. Another major challenge is maintaining supplier consistency. If a supplier changes the quality of a raw ingredient, I have to pull a product out and reformulate it from scratch to ensure our customers get the authenticity they deserve. Lastly, there’s the hurdle of defending our lineage. People discover guava medicine and act like they invented it, so we have to constantly tell our family story to ensure the next generation knows where these practices, like burning guava leaves and creation of guava bundles, originally came from. We grow guava here at our home in California, and our guava bundles are handmade by my daughter, Soraya.
Lyn and Soraya at Filipino American History Month at Los Angeles City Hall.
Looking Ahead
Jennifer Redondo: What is your biggest goal for the next 10 years?
Lyn Pacificar: We are currently building out the Herbalaria home-base. We are creating an elevated experience where people can visit our property, see the guava trees, drink tea, and experience the products in person. Beyond that, I want to go worldwide. I want to have a global reach while staying family-oriented.
Herbalaria bayabas (guava) products
The 10-Year Celebration
Jennifer Redondo: Tell us about the upcoming celebration!
Lyn Pacificar: It’s happening on Saturday, September 26. We’re keeping it intimate but special, with opening chants, dancing, and food from local businesses including Park’s Finest. We’ll be highlighting "Mama Guava" and our sacred trees. It’s a moment to reflect on the impact we’ve made in the community and celebrate the fact that we’ve not only survived the first decade but are truly thriving.
Herbalaria’s Bayabas Collection
For more information on Herbalaria’s products, spiritual consultations, and ancestral healing, visit their official website at Herbalaria.com and follow their journey on social media.
Herbalaria’s Calamansi Collection