Wellness

A Wellness Founder's Journey

What was the innovative approach Paul and Barbi Schulick developed? What were the lessons from their 64-year journey? And why did Paul's latest venture, For The Biome, encounter headwinds?

Alex Morozov

10 Mar 2026 — 1 min read

In conversation with Paul Schulick, Master Herbalist

Join us live on LinkedIn tomorrow, Wednesday at 11am EST.

https://www.linkedin.com/events/7431786979828068352

Or come back here anytime for the recording.

In 1974, Paul Schulick left pre-med studies to follow his passion: herbal medicine. In 1986, he and his wife started New Chapter, a first-of-a-kind supplement company developing "whole food vitamins." In 2012, New Chapter was acquired by Procter and Gamble in one of the largest acquisitions for a family-run supplement business.

"This is what we have been wanting to do since we started doing this 30 years ago. The world and the United States need this. This has to happen," said Paul Schulick announcing the 2012 acquisition, according to a local newspaper. "We have endured an era in which health foods were considered an oddity and the scientific community uniformly dismissed the notion of herbal therapeutics. We have stood firm and played our part to assist in a cultural shift, and now we celebrate a time when natural foods products are in virtually every mass market chain and pharmacy."

Procter and Gamble's President of Global Health Care, Thomas Finn, agreed.

"After our first meeting I fought very hard for this," he was quoted at the time. "I said that we had to do this, and we had to do it in a way that did not mess up the magic that has worked for so long."

These words undoubtedly signaled a pivot for P&G: just a month prior, Procter and Gamble announced that it would be cutting 5,700 jobs, or 10 percent of its global workforce, by the end of 2013.

Did this pivot pay off?

What was the innovative approach Paul and Barbi Schulick developed? What were the lessons from their 64-year journey? And why did Paul's latest venture, For The Biome, encounter headwinds?

Join us for an interactive, "Ask me Anything" discussion as Paul reflects on the growth of Wellness and Herbal Medicine over the last half-century and his vision for the future.

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