From handcrafting salves in her kitchen to building a thriving herbal apothecary, Holly Hoops has spent over a decade cultivating a deep connection with plant medicine. As the founder of Spirit of the Herbs, she blends ancient wisdom with modern intention—following lunar cycles, sourcing ethically, and infusing every product with love.
In this You Glow Girl spotlight, Holly shares the roots of her herbal journey, the magic of the Wise Woman Tradition, and the lessons she’s learned in growing a business with heart.
If you’re in Denver, don’t miss the chance to create with Holly in person at our upcoming Shrooms & Blooms workshop on April 13th. She’ll be leading a hands-on floral pressing session, where you’ll craft something beautiful while soaking in her herbal wisdom. 🌿✨
Now, let’s dive in! ⬇️
Your journey with Spirit of the Herbs is so inspiring! What first sparked your passion for herbal medicine and plant healing?
Thank you! I’ve been playing in the garden and growing alongside the plants and flowers since I was a young girl with my Memaw and Granddaddy in Virginia. As a true earth sign, I’ve had many gardens throughout my life and love watching a tiny seed grow into pure beauty. In 2012, I was taken to my first Herbalism class, Herbcraft, at Moondance Botanicals. There, I met my dearest friend and herb teacher, Tonja Reichley, and immediately immersed myself into every Herb class I could. She taught me the ways of our Irish Ancestors and how plant medicine has been used for centuries to nourish and support our bodies.
I officially started Spirit of the Herbs in 2013 and began to make batches of healing salves for the community. I attended the 500-Hour Community Herbalism Program at Herbalism Roots in 2016 and then journeyed to Ireland 3 times for pilgrimage and even more Herb School. I deeply connected with the plants in their natural wildness on the ancient lands of Ireland. It gives me the chills when I think about my experiences in the gardens there. I can’t get enough information about herbs, whether it be scientific or magical, I want to learn it. Even to this day, I thirst to learn more about the plants growing around me wherever I am in the world.
Your process is rooted in the Wise Woman Tradition, following lunar cycles and infusing products with intention. Can you walk us through what that means in practice?
Yes, time is of the essence when it comes to the Wise Woman Tradition. We do not put our focus on machinery and pumping products out with zero intention. We start by focusing on purchasing local, organic and ethically sourced herbs, oils and materials to make our products with. It starts here. Knowing that you’ve purchased herbs from a small farm that focuses on sustainable agriculture or a business that focuses on giving back to marginalized communities is where we want to purchase from. We do this for something greater so each small part of the process is important, especially the materials that make up the product.
We then soak our herbs and oils in a huge pot for a full month (a lunar phase 28-32 days), this allows for a very strong botanical base chock full of herbal medicine that then powers all of our topical products. When we create, we focus on infusing love and intention into each and every product we make, just as our ancestors once did. This part is really important to me. I know in my heart the impact of energy on everything we do in our existence, so moving that good energy into the products we make is the key and what makes us a unique brand.
Many people are new to herbal remedies and plant medicine. What advice do you have for someone just beginning their journey?
Get ready for a beautiful, lifelong adventure! There is a TON of information, try not to get overwhelmed. I always recommend looking for OLD books that were written a long time ago. Nowadays, it’s hit or miss if your book is written by AI with incorrect information or an author who doesn’t even exist. Support local bookstores in-person and online, you can find some really great Herbalism Books here, even original copies. Immersing oneself in classes and workshops with local herbalists really sparks the fire within and keeps you yearning for more.
I always suggest checking out Colorado School of Clinical Herbalism or Herbalism Roots 500-Hour Program in Denver (where I went to school) for outstanding Community and Clinical Herbalism curriculums. If you’re looking for great online information the Herbal Academy is a wonderful resource. Join local plant walks, volunteer at farms and take any local herbal classes or workshops you can find. Most importantly, connect with mama earth. Immerse yourself in herbs and plants – eat them, drink them, dream with them, write about them. The synergistic relationship between plants and humans is remarkably unique and the discoveries are limitless.
You started making salves in your kitchen and selling them out of your trunk. Now you have a warehouse and a thriving brand. What’s been the biggest lesson in scaling a business with heart?
Yes, those were the days! We actually had to move out of our warehouse this past year after 5 years because of the intensity of having a small business in this economy. It was located away from anyone walking by and in the back of a business complex. It was very difficult taking a “step back” and managing the emotions that come along with that, but now I can focus on the creative side of the business and coming out with new products and marketing ideas. We are a successful online Apothecary business and our brand continues to thrive as the weeks go by.
I’ve focused on investing in SEO optimization and that alone has boosted our sales significantly. I am currently saving up and dreaming into reality a beautiful Apothecary Wellness Space with people walking by, bright windows and lots of room to host hands-on creative workshops and classes. I know this place is in my cards and will arrive exactly at the right time. I am so endlessly thankful to the people who have supported our brand for the last 12 years!
You’ve built such a strong community around Spirit of the Herbs. How do you nurture those connections and keep the conversation around herbal medicine going?
Thank you! Every day I wake up, I feel so grateful for our vast Spirit of the Herbs Community. I dream about the day I can regularly be back in a public apothecary talking herbs with the community. For now, I am constantly chatting with our customers and friends via email. I send out a weekly newsletter and I get a great deal of response from these. Many of our customers are older and don’t use the internet at all, so they give me a call to purchase and we end up having the best conversations. People know they can reach out to me via phone, email (and lots of texts) with their questions about herbs and CBD and I will give them a full in-depth response. Our customers are sweethearts and buy our mini salve tins to give to their friends and again, the web gets bigger. Much of our business has been via word of mouth over the years.
I am an open book and truly love to support people on their wellness journeys. I also like to vend at events and talk to people coming to our table about herbal products. We constantly give out free samples and encourage people to think twice about what they are putting on their skin and in their bodies. I share Materia Medica weekly on our social media spotlighting a different medicinal herb for people to learn about and engage with. I also wrote a book called The Enchanted Herbarium, a Coloring Book for Curious Plant Lovers as an offering to the community to learn more about plants in a creative way.
What’s one daily ritual or practice that keeps you grounded as a business owner and healer?
Taking an hour each morning for my morning routine has had such a great impact on my life. I wake up at 7am, I don’t get on any social media, I turn on my diffuser with uplifting essential oils, drink some water or herbal tea, blaze up, take my vitamins and mushroom capsules and greet my hubby and my cats. I take a shower and every day during this time, I recite my gratitude list out loud and focus on positive body talk. This routine begins my day on the right foot and clears my mind for the creative day ahead.
What’s next for Spirit of the Herbs? Any exciting new products or projects on the horizon?
We just excitingly came out with our new Elderberry CBD Gummies! I’ve been working really hard on these this past year and I love the way they came out. I taught myself how to make them, so that was really a fun experience. I have new diffuser essential oils, teas, tinctures and lip balms coming next. As mentioned above, I am constantly looking for the next perfect space for our apothecary and can’t wait for that to align for us! I have my eye on a space up here in North Denver, going to engage in that and see what will become of it – wish us luck!
We’re thrilled to have you leading our upcoming Shrooms & Blooms event! Can you give us a glimpse into what attendees can expect from one of your workshops?
I LOVE empowering others to get creative and discover their passions. I bring a bubbly and exciting personality, with clear and concise step-by-step instructions on how to create the craft of focus. I always provide all materials and educate people WHY they are doing what they are doing. I am very approachable and welcome any and all questions.
I am looking forward to the Shrooms & Blooms workshop. I bring a huge variety of dried flowers and will show you step by step how to make your very own pressed floral frame. I’ll also teach you a few easy ways to press and preserve your own flowers for upcoming projects this spring and summer.
🌸 Join Holly at Our Next Shrooms & Blooms Workshop! 🌸
We’re thrilled to have Holly Hoops leading our upcoming Shrooms & Blooms workshop in Denver on April 13th, where she’ll be teaching us how to make pressed floral frames with dried flowers. This is a chance to connect with nature, work with your hands, and create something magical with one of Denver’s leading herbalists. ✨
Spots are limited—secure yours now! [RSVP Here]
Follow along with Holly & Spirit of the Herbs:
📍 Website: Spirit of the Herbs Apothecary
📍 Instagram: @spiritoftheherbs