Bison Star Naturals: Bridging Local Heritage and Natural Wellness
In 2018, Jacquelene McHorse and her husband, Angelo, embarked on a journey to create a business that reflects their values and addresses a gap in the marketplace. As new parents living in Taos, New Mexico, they found themselves frequently disillusioned with the limited selection of health and beauty products available to them. “In Taos, there aren’t a ton of options for buying stuff,” Jacquelene noted. The products they did encounter were laden with synthetic chemicals, unrecognizable ingredients, and artificial fragrances. “Once I learned what kind of chemicals were in those products…” Angelo remarked, visibly unsettled, leading them to pioneer their own line of natural personal care items.
Thus, Bison Star Naturals was born. Starting from humble beginnings at local farmers’ markets, the McHorses have successfully transformed their venture into a flourishing brand with a physical storefront in El Prado, New Mexico, as well as a robust online presence. Their products, which now extend beyond simple bar soaps to encompass a wide range of organic hair and body care items, are also available at retailers across New Mexico and in over a dozen other states, including Canada.
Central to Bison Star Naturals’ identity is its commitment to harnessing the essence of the local environment. “We take all of our scents from nature,” Jacquelene explained, emphasizing the brand’s deep connection to their Taos roots. The company utilizes a blend of natural moisturizing oils—such as coconut, jojoba, castor, and argan—along with carefully selected essential oils. This combination produces products that are not only effective but also evoke the sensory experiences of the surrounding landscape. For instance, their pine cedar scent is reminiscent of the majestic pines and rich sagebrush that characterize the region.
Despite the challenges associated with entrepreneurship, including long hours and a burgeoning workload, the McHorses are invigorated by their mission. “Our tagline is ‘bring the adventure home,’ ” Jacquelene explained. The intention behind this slogan is clear: to provide customers with a sensory escape, allowing them to reconnect with the natural beauty of the Southwest, even in the midst of urban living. By simply using their products, individuals can momentarily transport themselves back to the serene landscapes of New Mexico.
As Bison Star Naturals continues to expand its reach and product offerings, the McHorses remain steadfast in their dedication to creating holistic wellness solutions rooted in local culture and environmental sustainability. This commitment not only enhances the company’s appeal but also reinforces the broader movement toward transparency and responsibility in the personal care industry.
For more insights into local businesses making an impact, consider exploring other featured stories in New Mexico Magazine, such as the recent profile of a unique Albuquerque shop dedicated to innovative gift ideas.
