Podcast 315: Meet the woman trying to save butterflies with skincare

Beauty often talks about change. Changing skin, changing routines, changing confidence. But some people are trying to use beauty to change something far bigger: to protect plants, restore habitats, and fight for species that are disappearing at an alarming rate.

And they’re not doing this because it’s profitable or easy. They’re doing it because someone has to care enough to try.

Take butterflies, for example. They’re beautiful, fragile, and deeply symbolic of the health of our ecosystems. But monarch butterflies, in particular, are in serious trouble. Habitat loss, development, and climate pressures are all taking their toll, pushing these iconic butterflies closer to the brink.

While most of us admire butterflies from a distance, others are out there on the ground – planting habitats, protecting ecosystems, making challenging decisions, and doing everything they can to stop these remarkable insects from vanishing altogether.

In this episode of Green Beauty Conversations, Formula Botanica CEO Lorraine Dallmeier is joined by Chris Amendt, founder of Native Monarchs and Monarch Botanika, who is using beauty as a tool to fund conservation, raise awareness, and keep the spotlight on butterflies that are running out of time.

This is not a glossy success story. It’s a raw, honest look at what it means to put nature first, to stay committed to a mission bigger than yourself, and to use beauty not as an end goal, but as a way to make the world a little better than we found it.

If you’ve ever wondered whether beauty can truly make a difference, this episode will inspire you – and might just persuade you to be part of the change.

“I can’t fathom spending anywhere from a $100,000 to $300,000 for a marketing campaign when I can put plants in the ground.” — Chris Amendt

In this episode with Chris Amendt, you will hear:

• Building habits from the ground up: Chris shares how her conservation journey began during the pandemic, when monarch butterfly populations hit record lows. Faced with disappearing habitats and declining numbers, she took action by creating breeding environments using native plants. What started as a single project quickly evolved into a wider mission to restore ecosystems and protect these fragile species.
• Turning milkweed into skincare: You’ll hear how Chris discovered the potential of milkweed seed oil – a byproduct of the very plant monarchs depend on for survival. After rigorous testing, she developed skincare products using this unique ingredient, creating a direct link between beauty and biodiversity. This innovative approach allows consumers to support conservation through everyday routines.
• The reality of running a mission-driven brand: Chris opens up about the challenges of launching a beauty brand (what’s more, a mission-driven conservation one) with no prior industry experience. From manufacturing delays during the pandemic to financial constraints and marketing confusion, the journey has been anything but easy. Her story highlights the tension between staying true to a mission and navigating a highly competitive market.
• Conservation vs cosmetics – what matters most: A key theme in this episode is the balance between product and purpose. Chris explains that while her skincare performs well, it’s the conservation mission that resonates most deeply with customers. This raises important questions about consumer behaviour and mission-driven causes.
• Fighting habitat loss in real time: Chris discusses her current work protecting overwintering sites in California, including confronting illegal tree removal on private land. She explains why habitat loss is one of the biggest threats to monarch butterflies and how urgent action is needed. Her work goes beyond awareness – it’s about tangible, on-the-ground impact.

Key takeouts include:

• Beauty can be a tool for environmental change: This episode demonstrates that beauty products can serve a much larger purpose than aesthetics. By linking skincare to conservation funding, Chris has created a model where consumer choices directly support ecological restoration. However, this approach requires deep commitment and often comes with financial and operational challenges. It’s a reminder that purpose-driven brands must balance impact with sustainability to survive.
• Mission-led businesses require difficult trade-offs: Chris made the conscious decision to prioritise conservation over aggressive marketing spend. In an industry where brands often invest heavily in promotion, she chose instead to allocate resources to planting habitats and protecting ecosystems. This highlights a fundamental tension in ethical business – growth versus impact – and raises important questions about what success really looks like.
• Authenticity matters more than ever: Rather than relying on influencers or celebrity endorsements, Chris has chosen to tell her story herself. She believes that authenticity builds trust and ensures the message remains true to the mission. In a world where consumers are increasingly sceptical, this approach may be more powerful than traditional marketing strategies.
• Biodiversity is a blind spot in the beauty industry: The conversation reveals that while “green beauty” is widely discussed, true biodiversity protection is often overlooked. Brands may start with good intentions but lose focus as they scale or pivot. Chris emphasises the importance of staying aligned with core values and ensuring that sustainability efforts go beyond surface-level claims.
• Urgency is critical in conservation: Monarch butterflies could face extinction within decades if current trends continue. This urgency underscores the need for immediate action – from individuals, brands, and policymakers alike. It’s not just about awareness; it’s about tangible, measurable change happening now.

Meet our guest: Christ Amendt, Founder of Native Monarchs & Monarch Botanika

Chris Amendt is the founder of Native Monarchs and Monarch Botanika, and a dedicated advocate for the natural world and monarch butterfly conservation. She holds degrees in cytotechnology from CSU Dominguez Hills and UCLA, and is certified by the American Society of Clinical Pathologists.

Trained as a specialist in cytotechnology, she spent over two decades diagnosing cancer cells in a medical laboratory, alongside earning a Platinum Project Management Certification.

Despite her successful medical career, Chris felt a deep pull to create a more meaningful environmental impact. Inspired by her grandmother, “Grammy” Betty, who nurtured her love for wildlife, Chris grew up exploring butterflies, birds and plants through hands-on science projects. That early connection to nature became the foundation of her life’s work.

Today, Chris blends science, conservation and entrepreneurship to protect monarch butterflies. Through Native Monarchs, she restores habitats across California, while Monarch Botanika uses innovative milkweed seed oil skincare as a tool to fund conservation and raise awareness for a species running out of time.

In recognition of her leadership and community impact, Chris was selected as a 2026 Women of Distinction Honoree by Girl Scouts of California’s Central Coast.

Special offer for listeners:

Instead of a traditional freebie, this episode gives you a chance to take part in a conservation-first giveaway and donation campaign.

One lucky listener will receive a Monarch Botanika Facial Care Kit as a thank-you for donations to Native Monarchs and as an introduction to the brand. But beyond the giveaway, this is also an opportunity to support monarch butterfly conservation actively.

A $75 donation includes one full Facial Care Kit with free shipping, while a $150 donation includes two kits – one to keep and one to gift, helping you share both the products and the conservation story with someone else.

Every donation goes directly toward habitat creation, education, and pushing for stronger protections at the California state level, while the skincare serves as a meaningful thank-you—not a profit driver.

Find out more about Chris & her butterfly conservation projects:

• Website: Native Monarchs | Monarch Botanika
• Socials: @nativemonarchs | @monarchbotanika | @amendtchris

Related episodes:

• Episode 231: Is the beauty industry failing biodiversity?
• Episode 240: The beauty industry has a biodiversity problem

Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.

Lorraine Dallmeier

Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.