Allyson Reinert: Cultivating Community through Sustainable Entrepreneurship
AMES — Iowa State graduate student Allyson Reinert launched Mystic Eco, originally Mystic Soaps Co., in 2019 with a mission to create sustainable products for her community. After a two-year corporate environmental science stint, she relaunched the business in 2024, expanding her offerings to include lotions, body butters, candles, hair and facial care products, car fresheners, and gift boxes.
Now pursuing a master’s degree in entrepreneurship, Reinert effectively manages her academic and business responsibilities through strict time blocking, dedicating her mornings to studies and afternoons to product creation.
The CyStarters program at Iowa State has seamlessly integrated her education and entrepreneurial efforts, providing her with valuable mentorship, guidance, and connections. Reinert describes the environment as “very supportive.”
At the heart of Mystic Eco is sustainability. The brand steers clear of harmful substances like paraffin and plastics, rooted in the belief that what harms the planet ultimately harms people. Reinert’s vision is not to create a national chain but to foster community-oriented storefronts, starting with her sunroom, which has evolved into a “Sunroom to Storefront” project that engages her audience on social media.
Operating by appointment, the sunroom storefront reflects community inputs, having added design elements like rainbow window film and twinkle lights based on follower suggestions. More details are set to emerge through Mystic Eco’s social media channels.
Reinert extends her community focus beyond her business; on November 7, she will host her second annual holiday pop-up, featuring local vendors to provide fellow entrepreneurs, including students, a platform to reach new customers. Last year, she sold alone but aims to create a collaborative environment this time.
She highlights that spending at small businesses benefits the local economy more significantly than large retailers, with 68 cents of every dollar remaining in the community compared to 43 cents.
Ultimately, Reinert envisions growing Mystic Eco while retaining its community-centered ethos. Following graduation, she hopes to open a larger storefront, complete with a warehouse and full-time staff. For now, she’s taking her entrepreneurial journey step by step, starting from her sunroom.
