Behind Radical Self

By founder Leah Musch

The idea for Radical Self was conceived like so many great ideas, straight after the ending of a long-term relationship. Fuelled by the thrill of change and the freedom of living on my own for the first time in 8 years, I started seeking products that could help me re-connect, empower and nourish myself. Not only was I newly single but I had also finally come to accept and embrace my queerness. I’d recently come out to my parents, age 28, and felt I was finally living as my most authentic self.

I wanted to find a store with tools that would help me explore my own pleasure and encourage me to stay in daily conversation with myself. I looked for businesses that reflected my values around being eco-conscious, locally made, fair trade and inclusive. What did I find? Nada.

I felt like most products and brands were either way too esoteric (think unsustainable + culturally appropriated smudge sticks) or ignorantly gendered/heteronormative. I remember walking into a well-known lingerie store seeking some empowering underwear (just for me) and being told the set I was trying on was a very “forgiving” shape – excuse me? I didn’t want my clothes to forgive me; I wanted them to celebrate me!

I wanted to walk into a store that championed diversity, encouraged positive self-talk, stocked with beautiful products carefully curated to reflect one overall vision – the encouragement of inclusive, pleasure-focused self care. I just couldn’t find stores in the wellness space that were approaching self care from this angle, which is when the idea for Radical Self started following me around and interrupting me in the shower.

Radical Self was an idea that hovered just above my head for about two years (to learn more about this concept get yourself a copy of Big Magic by Elisabeth Gilbert). It was in the midst of Victoria's 6th lockdown, 3/4 of the way through Julia Camerons 12-week Artists Way course (another book to get your hands on) that I fully committed myself to manifesting this business.

This isn't my first rodeo when it comes to entrepreneurship but I feel like this time around, I have so much more to bring to the table. I'm creating this business in part for myself, but also because I know there are so many other people out there with similar experiences who crave representation and acknowledgement. This is for us.