Our Story — Emulate Natural Care
Nature-inspired care. A lifetime of helping others.
Sometimes, a life-changing journey begins with a simple discovery—and a desire to help someone you love.
For our founder, Julie Stauts, that journey began in 2002, when she was caring for her sister following a mastectomy. During that time, Julie discovered emu oil, a natural oil that was being used to help soothe discomfort.
Julie had lived with spinal arthritis for years, so she decided to try it herself. She was surprised by how quickly she felt relief and how long that relief seemed to last. Curious about what she had experienced, she purchased a bottle from a nearby farmer and began sharing it with residents at her mother’s living facility.
When others reported positive experiences, Julie wanted to understand more. What was this oil? Where did it come from? And what did the research actually say?
She immersed herself in thousands of pages of research, determined to learn everything she could. That curiosity became the foundation of Emulate: a company built around natural ingredients, thoughtful formulations, and a genuine desire to help people feel their best.
From One Discovery to a Lifelong Mission
Not everyone understood Julie’s vision at first. Some friends and family wondered whether she was chasing a passing fad. But Julie was no stranger to building a business. With 20 years of business experience, including an award-winning marketing company and teaching entrepreneurship, she brought both determination and practical knowledge to her new venture.
Her interest in natural wellness also led her to write articles for a regional health newspaper. Along the way, she met Nahum, an 84-year-old Native American medicine man and healer. Their friendship grew into a meaningful mentorship, introducing Julie to the world of wild plants, traditional herbal knowledge, and a deeper appreciation for the connection between people and nature.
These experiences helped shape the philosophy that continues to guide Emulate today: learn from nature, respect traditional knowledge, and approach the care of others with compassion.
A Personal Challenge That Strengthened Our Purpose
In 2007, Julie’s life changed dramatically when a car accident left her with a traumatic brain injury. The injury affected her memory and cognitive abilities, making even everyday tasks challenging.
Her recovery took extraordinary patience, determination, and support from her family, Nahum, and a physical therapist who incorporated crystal healing into her approach. It took two years for Julie to regain much of her day-to-day functionality, and five years before a family member told her, “I really think you’re back!”
Even during that difficult period, Julie’s desire to help others never disappeared.
While recovering, she developed Emulate’s Arthritis & Muscle Pain Relief Balm to address her own discomfort following the accident. Over the years, it became one of the company’s customer favorites. Later, the addition of CBD helped shape the product into what is now Emulate’s best-selling balm.
Julie’s recovery reinforced something at the heart of her work: wellness is personal. Everyone’s experience is different, and people deserve products created with care, intention, and respect for their individual needs.
More Than Two Decades of Natural Formulation
Over more than 20 years, Julie has developed hundreds of formulas, drawing on her experience with natural ingredients, aromatherapy, and wellness products.
Her work has reached some of the world’s leading resorts, where she has created customized formulations and aromatherapy products for clients around the globe. She has also collaborated with experts in moringa, learning from people and organizations across locations ranging from Manila to Mexico City and Johns Hopkins University.
Julie and her son later launched Emulate Naturals in Mexico, distributing Emulate products to Vidanta resorts and cruise ships. Alongside these ventures, Julie owned and directed spas and co-owned True Score Golf, a wellness brand designed for golfers.
Through every chapter, her focus has remained the same: creating thoughtful products that bring natural care into people's everyday lives.
Rooted in Nature, Made With Intention
For Julie, working with nature is more than a business. It is a passion.
From July through September, you may find her in the forests and along the streams of Idaho, harvesting wild medicinal plants and connecting with the landscapes where they grow.
She believes that the plants, growing conditions, and native environments around us deserve respect. That hands-on connection with nature influences the way she thinks about ingredients and product development.
It is one of the things that makes Emulate distinctive: a personal relationship with the natural world, paired with years of experience creating wellness products.
Care You Can Feel Good About
Over the years, we have been fortunate to share our products with generations of customers. Some of the people who first trusted Emulate have since introduced our products to their children and grandchildren. That kind of loyalty means the world to us.
We believe that what goes into a product matters. We prioritize clean ingredients and certified organic and fair-trade ingredients where applicable, with a commitment to quality and fair treatment for growers around the world.
Our formulations are made without parabens, added metals, toxic chemicals, nuts, soy, GMOs, or gluten. We want customers to feel confident about the choices they make for themselves and their families.
For us, natural care is about more than the ingredients in a bottle. It is about the thought, experience, and purpose behind every formula.
Our Promise: To Care for Others
At the heart of Emulate is a simple belief that has guided Julie throughout her life: treat others the way you would want to be treated.
Our faith inspires that commitment. It reminds us that business is not just about products or profits. It is about service, generosity, and making a meaningful difference in people's lives.
That is why Emulate supports organizations that help children and families in crisis, our local food bank, and local churches.
From a discovery that began while caring for a loved one to a lifelong commitment to natural wellness, Julie’s story is ultimately a story about compassion.
Nature inspires what we create. Experience guides how we make it. And caring for people will always be why we do it.
That is the heart of Emulate Natural Care.