We were lucky to catch up with Caitlin Fierro recently and have shared our conversation below.
Alright, so we’re so thrilled to have Caitlin with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?
I definitely get my work ethic from my dad. He was an entrepreneur, and growing up I saw firsthand what it meant to build something from the ground up — the long hours, the relationships he nurtured with his clients, and how his dedication ultimately created stability for our family. It showed me early on that hard work pays off.
I’ve always had that same drive. I got my first job at 13 years old — even though my parents didn’t want me working yet. It was at a dog kennel, making $18 an hour under the table, cleaning and taking care of the dogs. From there, at 14, I started working at a local boutique selling high-end skincare. I was selling products worth hundreds of dollars to women twice my age, and I loved it. I ended up working there all through high school, and when I left for college, my boss wrote me one of the best recommendations I’ve ever received — I still have it today.
Those early experiences taught me the value of showing up, caring about people, and giving my best effort no matter what I’m doing.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m the founder of Non Toxic Homes, a holistic wellness brand that helps families reduce their toxic load and feel their best from the inside out. My background is in holistic nutrition and restorative health, and I specialize in uncovering the root causes of issues like gut imbalances, hormone disruption, inflammation, and chronic fatigue — things traditional medicine often overlooks.
My journey began with my own experience facing unexplained health issues and an autoimmune diagnosis. I was confused, frustrated, and searching for someone who could actually help me connect the dots. That experience inspired me to become that practitioner for others — someone who looks at the whole picture, including environmental toxins, which I believe are one of the most under-addressed factors in modern health.
What makes my work unique is that I bridge functional nutrition with environmental wellness. I work one-on-one with clients through personalized programs and functional testing, and I also run a curated online storefront featuring over 200 truly non-toxic products. Every item goes through a rigorous three-step vetting process that reviews ingredients, sourcing, and manufacturing.
This season has been especially exciting. We just launched three new digital guides: The Kids Guide, The Home Guide, and The Parasite Cleanse Guide. Each one is designed to help families detox their homes, routines, and bodies in a practical, sustainable way. My mission is to make non-toxic living realistic, approachable, and empowering — because true wellness should never feel overwhelming.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
The three qualities that have made the biggest difference in my journey are persistence, passion, and believing in myself.
Persistence has carried me through every challenge. Building a business, especially in the wellness space, takes patience and resilience. There are going to be setbacks and seasons of uncertainty, but staying consistent and showing up even when things feel slow is what creates lasting impact.
Passion is what keeps it all meaningful. I’m genuinely driven by helping people feel better and live healthier lives. This year, I was lucky enough to help one of my clients get pregnant after two years of infertility — moments like that keep you going even when the work feels hard. When you lead with heart, the purpose behind what you do becomes your fuel.
And finally, believing in yourself is everything. Entrepreneurship can be isolating, and there will be moments when you question if you’re on the right path. The best advice I can give is to trust your gut, stay grounded in your “why,” and remember that nobody else has your exact vision or voice. Confidence grows when you take action and prove to yourself that you can do hard things.
Who is your ideal client or what sort of characteristics would make someone an ideal client for you?
My ideal client is someone who’s ready — ready to take responsibility for their health, ask questions, and dig deeper to find the root cause of what’s going on in their body. Most of my clients come to me after feeling dismissed or stuck in the conventional medical system. They’re motivated, open-minded, and willing to make changes once they finally understand what their body is trying to tell them.
I love working with people who are curious and want to learn — the ones who take notes, ask why, and stay consistent even when progress feels slow. Whether it’s a mom trying to help her child’s eczema, someone struggling with autoimmune issues, or a client looking to balance hormones naturally, the best results always come from those who show up with commitment and curiosity.
At the end of the day, my ideal client isn’t looking for a quick fix. They’re looking for long-term healing, and they’re ready to partner with someone who will help them get there.
Contact Info:
- Website: https://www.nontoxichomes.com
- Instagram: https://www.instagram.com/nontoxichomes_/
- Linkedin: https://www.linkedin.com/in/caitlin-fierro-nc-rwp-15bbba3b/
so if you or someone you know deserves recognition please let us know here.
