Today we’d like to introduce you to Merrilyn E Jovin.
Hi Merrilyn E, we’d love for you to start by introducing yourself.
The Tropiceel–Naturulz Story
Our story began in the early 2000s, but in many ways, the foundation was laid long before that.
As an entrepreneur and the sole owner of Tropiceel Products Inc.–Naturulz, my journey has always been rooted in health and wellness. My education is in nutrition and wellness, and for more than 40 years, I worked as a product trainer in the health and beauty industry, partnering with major companies and gaining a deep understanding of ingredients, formulations, and what truly supports the body.
My husband’s path was equally science-driven. He was a researcher in the neuroscience field until his health began to decline in the early 1990s. The stress, travel, and demands of that career became too much, and he made the difficult decision to step away. He later transitioned into running an auction company with his brothers, creating a more manageable lifestyle—but his health challenges continued to progress.
Everything changed when he was diagnosed with liver and kidney failure, along with a severely suppressed immune system. The medications and chemical-based topical products he relied on often made things worse, aggravating his condition rather than improving it.
That experience led me to ask a simple but powerful question:
Why not create clean, all-natural, “no junk” products that truly support the body and improve quality of life?
Around that same time, we made another life-changing decision. Due to his declining health, we relocated from Southern California to Roseburg, Oregon—seeking a cleaner, less stressful environment where we could focus on healing and rebuilding.
It was there, in Oregon, that Tropiceel–Naturulz was born.
I began formulating products with one clear purpose: to create topical solutions that would not further compromise his health. Every ingredient mattered. Every formulation had to be clean, simple, and effective—something I could trust completely for my own family.
In 2008, that mission became a business.
We created Naturulz (Nature Rulz) “NO JUNK” topical pain relief and wellness products—made without synthetics, petroleum, mineral oil, alcohol, dyes, fragrances, or unnecessary additives. Instead, we use carefully selected herbal ingredients infused in coconut oil, designed to be safe, effective, and family-friendly.
These formulations played a meaningful role in my husband’s journey—from chronic health struggles to remission and a more manageable, active life. That transformation became the foundation of everything we do.
At Naturulz, we believe families deserve products that are clean, simple, and trustworthy. What you put on your body should be just as pure as what you put in it.
That belief is why we proudly stand behind one simple promise: NO JUNK.
Our journey began locally in Roseburg, Oregon, where we introduced our original products—Ultimate Healing Cream, Total Foot Repair, and Skin & Body Wellness—at the Douglas County Fair in 2008. The response from our community was immediate and overwhelming. People didn’t just try the products—they asked how they could get more.
That demand sparked the growth of our business.
From there, we expanded into local retailers, working with chiropractors, massage therapists, pharmacies, grocery stores, and independent shops. What started as a family solution quickly became a trusted brand carried by businesses across the region.
In 2018, with the passing of the Hemp Farm Act, we saw another opportunity to innovate. As hemp-derived CBD became federally legal, we were among the early pioneers to introduce topical CBD products to the market. Our UGLI BUTTER CBD Daytime and Nighttime formulas were born—receiving an enthusiastic response and expanding our reach into retail stores across the United States.
Today, Tropiceel–Naturulz remains a family-run company rooted in the same mission that started it all:
to create clean, effective, “No Junk” products that help people feel better, naturally. Life Better!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
If someone tells you there’s no pain in life—or in business—they’re either not being honest or they’re trying to sell you something.
So yes, there have absolutely been struggles. But I’ve come to understand that struggle is the process.
I’m an eternal optimist and a lifelong student of life, and I’ve learned that both business and life are built through lessons, challenges, and growth. Without those moments, we wouldn’t improve, evolve, or truly understand how to serve people in a meaningful way.
Our mission has always been about making life better—for ourselves, our customers, and our community. And that means embracing the learning curve, not avoiding it.
A great example of this is our commitment to “NO JUNK” products. We’ve chosen to go against the grain by formulating with only clean, natural, herbal ingredients—no synthetics, petroleum, fillers, or anything artificial. Even our coconut oil base behaves differently, becoming solid in cooler temperatures and liquid in warmer ones.
For customers already seeking natural alternatives, this makes perfect sense. But for those new to it, it can feel unfamiliar, even confusing at first. That gap between curiosity and understanding—that’s where the real work happens.
But once people experience the difference… once they feel it… everything changes. That’s when trust is built, and that’s when we’ve not only gained a customer, but created a lasting relationship.
So yes, the challenges are real—but they are also the reason we’ve been able to refine what we do, stay true to our values, and create products that genuinely resonate with both our current and future customers.
At the end of the day, those struggles don’t hold you back—they shape you into something better.
NO JUNK. LIFE BETTER.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We are a woman-owned, family-operated company based in the small rural town of Roseburg, Oregon—and that matters more than people might think.
Everything we do is rooted in intention, integrity, and a deep belief that what you put on your body should be just as pure and trustworthy as what you put in it.
From the very beginning, we made a commitment to create products differently. We call it “NO JUNK.” That means no synthetics, no petroleum, no fillers, no artificial fragrances—nothing unnecessary, and nothing that compromises the health of the people using our products.
What sets us apart is simple, but not easy: we don’t compromise.
Not on quality. Not on purity. And not on our purpose.
In an industry that often follows trends, cuts corners, or inflates prices, we’ve chosen a different path. In fact, we have not raised our prices in over 18 years. That decision reflects who we are—we believe wellness should be accessible, honest, and built on trust, not marketing.
We specialize in creating clean, effective, herbal-based topical products that support real, everyday needs—whether it’s pain relief, skin wellness, or respiratory support. But beyond what we make, it’s how and why we make it that people remember.
We are proud to stand for something bigger than products.
We challenge the status quo.
We educate where there is confusion.
And we stay committed to doing what is right—even when it’s not the easiest path.
What I’m most proud of, brand-wise, is that our products genuinely resonate with people. Once someone understands what “NO JUNK” really means—and experiences the difference—they don’t just become customers, they become part of our community.
At the heart of it all, our mission is simple:
Make LIFE BETTER.
Are there any important lessons you’ve learned that you can share with us?
The most important lesson I’ve learned on this journey is this:
honesty, integrity, and staying true to your values are everything.
Your values are not just words—they are how you will be seen, heard, and ultimately judged. Every decision you make, every product you create, every message you put into the world reflects them. And once you truly understand that, you become very intentional about your next step.
Because if you’re not grounded in truth, you will spend your entire life trying to find it.
That’s why everything we do is built on being real.
We create honest, transparent products.
We use real ingredients.
And we stand behind real people living real lives—because we believe people matter.
Today, we’re living in a world that is increasingly driven by shortcuts—AI-generated narratives, synthetic ingredients passed off as “natural,” and a growing lack of transparency. It’s easy to follow that path. It’s much harder to stand against it.
But that’s exactly what we’ve chosen to do.
We don’t follow the status quo—we challenge it.
We don’t dilute our standards—we protect them.
And we don’t compromise our values—because they are the foundation of everything we are.
That is the heart of our brand.
That is the reason people trust us.
And that is the lesson that has guided every step of this journey:
Stay true. Stay honest. And everything you build will have meaning.
NO JUNK. LIFE BETTER.
Pricing:
- CLASSIC PRODUCTS – BELOW $22.00
- UGLI BUTTER CBD PRODUCTS
- BELOW $30.00
Contact Info:
- Website: https://www.naturulz.com
- Instagram: https://www.instagram.com/naturulz/
- Facebook: https://www.facebook.com/naturulz/
- Youtube: https://www.youtube.com/@naturulz
- Other: https://www.tiktok.com/@naturulz_nature_rulz
