CYstarters Spotlight: A 16-part series highlighting student entrepreneurs pursuing their business ventures as part of the CYstarters 2026 summer cohort. Through this program, students have the unique opportunity to prioritize the development of their own startup or business idea. Each individual receives $6,500 and access to resources such as mentorship, networking opportunities, and educational sessions on entrepreneurship and business startup. Learn more and meet our 17 entrepreneurs at Demo Day on Thursday, July 30. Register today!

How Allyson Reinert is growing Mystic Eco with sustainability at its core  

For Allyson Reinert, a graduate student in the entrepreneurship master’s program at the Ivy College of Business at Iowa State University, entrepreneurship was never about launching a business. It was about solving a problem that mattered deeply to her. 

“I would have never guessed that this would be where I ended up, running a business,” Allyson recalls. 

Allyson grew up in Melbourne, Florida. Growing up in a coastal town allowed her to learn first-hand about the dangers of ocean pollution and the environmental challenges facing marine life.  

“That experience shaped me in the way I care a lot about sustainability and being eco-friendly, and that is what my business is primarily based on,” Allyson said.  

Mystic Eco is a sustaining business for Allyson now, but it had humble beginnings back in 2019, when it was then known as Mystic Soaps Co. “It started very casually as a little Etsy shop back in 2019 as I was doing my undergrad degree, and I was learning a lot in my environmental science courses,” Allyson said. 

As an environmental science undergrad, Allyson learned about environmental ethics and the practice of greenwashing. “Greenwashing is a deceptive marketing tactic, where companies will lie or exaggerate about things to make themselves look more green than they actually are,” Allyson explained. 

Learning about corporate sustainability efforts through her courses and witnessing environmental efforts gone wrong captured Allyson’s attention and sparked her desire to do something different. 

“I was getting really frustrated with the way that that is how the world works, and that’s what the vast majority of companies are doing, and so I wanted to do something differently,” Allyson said. 

Allyson graduated, took a 2-year hiatus to work in a government role, and in 2024, came back to start the business back up again, marking the start of its current name and brand, Mystic Eco.  

Mystic Eco helps women who care about their impact on the world by providing sustainable, non-toxic everyday household personal care products, so they can rest assured and feel at ease knowing their products are good for them, their family, and the planet. 

Allyson loves the creativity and ownership that she is able to harness through entrepreneurship. “I like being able to stand in my workshop and look around at all of my products and all the things that I do, and be like ‘I made this,’” Allyson said.  

Allyson has shown this spirit of ownership by building her business from the ground up. From initial ideas and product conception to the physical making of her soaps and candles, she finds it self-affirming to see all her hard work pay off in the orders going out the door. 

As Allyson continues to grow her business, she has faced road bumps along the way. One of the biggest challenges has been attracting customers and building awareness for a company still in its startup phase. “It’s pretty difficult to make other people believe in something that you believe in, a new product that hasn’t been validated yet, but that’s what we’re here in CYstarters to do, to learn strategies on how to do that,” Allyson said. 

Allyson participated in the Pappajohn Center Jingle Mingle Market in December. The market is open to any student with a business and is where she discovered how many other student vendors at the event were CYstarters alumni, and where she was drawn to apply herself. 

Allyson has been surrounded by support as she runs her business and puts in the effort to make it grow. She credits Gabe, her partner, with having the biggest influence. “He literally comes to every single vendor market that I sell at, and he helps me set up. He literally has the sales pitches down just as much as I do,” Allyson said.  

She also feels the support of her fellow CYstarters cohort, with whom she has been able to give and gain advice. “Everybody’s so kind and giving with their advice and information, and it’s a supportive, awesome environment,” Allyson said. 

Mystic Eco cosmetics and candles on display at an event.

Allyson showcases and sells her products from Mystic Eco through a variety of vendor markets. Having a booth at the Ames Farmer’s Market allows her to see customers discover her products for the very first time. “I love watching people use the testers that I have on the tables and seeing the way their face lights up,” Allyson shared. 

Allyson has developed regular customers and serves customers with sensitive skin needs. “I have a couple of customers with really bad eczema and that have come back to me and said my lotions are the only thing that helps their eczema. That’s very validating and always nice to see how it makes people’s day better,” she said. 

Being so busy and involved, Allyson admits that as she was coming into the CYstarters program earlier this summer, she was nervous about finding a balance. But looking back, she’s found that her discipline can help her do anything she sets her mind to.  

“CYstarters has taught me that I am capable of doing a lot more than I thought that I was able to,” Allyson said. “As long as you’re organized, disciplined, and structured, it’s really not too bad.” 

Allyson balances her priorities through time blocking her tasks on a calendar. “My calendar looks absolutely crazy, but it’s just kind of what you have to do to get it done if you want to do it.” 

Allyson is grateful for the opportunity to connect with other student business owners and receive guidance from program mentors, and the biggest asset that Allyson has gained through the program has been customer discovery. “It’s been really helpful for me to niche down and understand that I’m not trying to sell to everybody and anybody, but rather the specific niche of people that really resonate with my business,” Allyson explained. 

The next milestone Allyson has her eyes on is a brick-and-mortar store. To get there, she is taking full advantage of the summer by creating financial projection spreadsheets for one, two, three, four, and five years in the future.  

“My goal is within the next four years, that lines up with my 30th birthday, so that just felt like a satisfying goal and I think I will be ready for that,” Allyson said. 

Having financial projections will allow her to get a better sense of where the business will be down the line and put her one step closer to her brick-and-mortar dream. 

Allyson has poured a lot into her business, but one of the things she’s most proud of is the act of courage she showed in the initial step to take the risk and start a business. “Entrepreneurship is something that a lot of people are too risk-averse to even try doing, so the fact that I’m doing it and have made it my full-time income is very special to me. I don’t take that for granted.” 

This choice to take courage and be brave is what Allyson recommends to other students looking to start their own business. 

“Starting a business comes with a lot of discomfort, anxiety, and being unsure of yourself, and the best thing that I can recommend to others is pushing through it and believing in yourself.” 

As her business continues to expand, Allyson emphasized her booth at the Ames Farmer’s Market, where Ames locals can find a showcase of her products each weekend. 

Mystic Eco can also be found online, at www.mysticeco.com, with free local delivery and pick up, and shipping to anywhere in the US. You can find Mystic Eco on Facebook (Mystic Eco), and Instagram and TikTok @mysticeco. 

Check out our video interview with Allyson Reinert below!