The Hidden Health Risks & Habits You're Exposed To Every Day & What Everyone Should Know Ft. Clara Sieg Of Loonen
July 30, 2026
AI Summary
5 min readClara Sieg, co-founder and CEO of Loonen, did not set out to start a water company. She set out to get pregnant. After a long IVF journey, she began researching what she could control—specifically, the endocrine disruptors and plastics in her home. That deep dive led her from organic food and glass storage to non-toxic cleaning and beauty products, and eventually to water, where she found a category full of opaque labeling, plastic packaging, and seasonal variability in source quality. The result was Loonen, a glass-bottled water that combines spring sourcing with stainless steel filtration and publishes every production run's test results. But the episode is less about one brand and more about the broader logic of reducing chemical exposure without becoming obsessive about it.
The 80/20 Approach to Reducing Endocrine Disruptors
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What you'll learn
- 1 (00:22) **Why Water: Clara's Personal Origin Story** - Clara explains how her IVF journey and desire for agency led her to investigate endocrine disruptors and eventually the lack of transparency in bottled water.
- 2 (03:44) **The "Duping" of the Premium Water Industry** - The hosts discuss how consumers are misled into thinking expensive glass-bottled spring water is pure, when the reality is often different.
- 3 (04:52) **The Two Camps of Bottled Water & Their Problems** - Clara breaks down the FDA's regulatory categories for bottled water and the hidden issues in each.
- 4 (07:31) **Shocking Contaminants & The Shower Water Problem** - Clara addresses concerns about what's in the water we bathe in and how it impacts health.
- 5 (08:48) **When Science Finally Catches Up to What People Feel** - The conversation shifts to how public perception is finally aligning with emerging research on endocrine disruptors and microplastics.
- 6 (10:36) **The Easy, Affordable Swap: Cleaning Supplies** - A practical tip on how to replace toxic cleaning products with safer, cheaper alternatives.
- 7 (13:59) **The 80/20 Rule for a Non-Toxic Home** - Clara outlines a low-stress, sustainable strategy for reducing plastics and endocrine disruptors in your home.
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Show Notes
#993: Join us as we sit down with Clara Sieg – co-founder and CEO of Loonen, a company rethinking the most foundational thing we consume: water. The idea for Loonen took shape during her IVF journey and pregnancy, when she started paying closer attention to what was actually in her water and realized how hard it was to find water she truly trusted for her family. That personal search became a mission: to make clean, trustworthy water the most dependable thing we drink. In this episode, Clara exposes the biggest misconceptions surrounding bottled water, breaks down what's really happening behind water supply chains, reveals the hidden health risks of plastic bottles and endocrine disruptors, and shares practical advice on water filtration and healthier alternatives for daily consumption.
For Detailed Show Notes visit TheBossticks.com
To connect with Clara Sieg click HERE
To connect with Loonen click HERE
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