Nourish Your Soul From the Outside In: Meet Ora, of Ora’s Amazing Herbal

Taking care of our bodies is a spiritual thing. It’s a mitzvah to feed them healthful, nourishing food, move them and nurture the vessel our soul lives in every single day.

Ora Assayag, 47, of Ora’s Amazing Herbal feels this passion deep in her core and has built an entire company of salves, skincare products and oils for so many conditions that heal and soothe our bodies from the outside in. 

The idea took root when she was hospitalized with Crohn’s disease when she was a teenager. After her doctor told her she just needed to learn to live with the struggle of it, she was determined to prove that wrong and set off on a mission to find healthy, natural remedies that could make her feel better. This turned into a 30-year process and counting to find what works for her and her body to achieve long-term health.

Then, in 2010, the seeds really began to sprout when her youngest daughter was diagnosed with eczema. She couldn’t find a product that was pure, yet also effective in treating it. She knew such a thing was possible though, so she set out to create one herself.

She connected with former classmates from grad school—she received her master’s degree in nutrition from Bastyr University—who were now herbalists and naturopaths, to understand what ingredients could create the right product. Eventually, she developed a salve of non-GMO grapeseed oil and seven anti-inflammatory, antibacterial and healing herbs. It worked like magic.

She gave extra to family and friends, who immediately found relief of their own and started asking for more. From there, Ora’s Amazing Herbal, an online marketplace, launched. That was in 2012, and the business has continued to grow over the past 10 years, alongside her family. Her husband has since joined the company as her partner and head of production, and her four children are now 18, 16, 14 and 11.

Her products treat everything from dry skin to rosacea and psoriasis, just to name a few ailments. She is committed to innovation—constantly adding new products when another issue is brought to her attention—like the past year’s “maskne” development. With everything she does, connection to her roots and spirituality is at its core.

“As Jewish women, we provide for our families, we try to give them the best nourishment we can,” Ora shares. “Using natural skincare is congruent with that. We’re nurturing people.”

We sat down with Ora to learn the secrets to building a successful business, what it’s like to work with her husband and how to live a healthy, well-rounded life. 

Congratulations on all of your success with Ora’s Amazing Herbal. At what point did you know this was going to become a career for you?

When my fourth child was born, I was a stay-at-home mom, doing a small amount of nutrition consulting. I had also just started a healthy cookie company on the side, as a passion project. Soon after, though, I realized it was just too hard to get off the ground because ingredients were so expensive, and it was labor-intensive. Because of my daughter’s condition, I became more involved in researching skincare, and noticed others were excited about it, too, so I started focusing more on that.

The business grew slowly and became an official brand in 2014. When I noticed there was interest in the first product I created, I produced a bit more and would print labels on our printer at home. Then, as new conditions came up and I produced more, I went from working in the den to taking over the basement. Then it took over our garage. Then, it got to a point where we realized we needed to move out of the house and into a facility. It was very slow and steady. I went from making small batches of product in a pot in my kitchen to using a bigger pot to realizing that I needed an actual machine. It was very organic growth. 

You said your journey toward nutrition and health started when you were diagnosed with Crohn’s. What did you discover on your journey to healing yourself?

It’s been a really long journey, and it’s a long story, but ultimately I found that whole and non-processed foods, sleep, regular and moderate exercise and ridding myself of anger were the four main components that keep me healthy. It may sound strange, but carrying anger inside literally burns us up. We have to find ways to truly get it out and let it go.

I’ve also found that gluten and gluten replacements like starches and gums are not my friends while most vegetables, probiotic and fermented foods are. I also limit fried and highly acidic foods, like tomato sauce.

What goes into creating a product for Ora’s Amazing Herbal? How do you know what to include?

Everything starts with research. This knowledge already exists—I’m not making anything up. I look into herbs and then consult with an herbalist who is a specialist in that field. Through that, I put together formulas, but the actual remedies are already there.

My number one focus when creating a new formula is safety. The herbalists I work with have longstanding traditions of using plant-based materials that are safe and effective. Then, I look into what could have a high rate of an allergic reaction. I really try to avoid or limit those things. Then, once we have a product, I test it. I give it to friends and use it on my own kids. At this point, I have about a hundred people who try stuff for me before we go to market.

In terms of ingredients, I often use calendula and non-GMO grapeseed oil as a base. They both have their own shelf life that’s nice and long—longer than other oils. This way, I don’t have to use any preservatives. I also avoid water. Once you introduce water to something, you have the potential for microbes to grow, which I don’t want.

How do you decide what to create next?

People are not shy. Often, they’ll come to me and say, “I have this thing, can you do anything for it?” Then, I’ll do some research and start playing around. Or, someone will say, “I love your stuff, but I’m sensitive to coconut oil,” for example, which is an ingredient I use a lot. So, I’ll try to develop a product that also works but is coconut-free. Everything I make came from someone’s real need.

Make Your Own Moisturizer!

When shopping for skincare products, Ora says the simpler the better. “If you can’t imagine it growing, it’s likely an ingredient to avoid.” If you really want to strip things down—you can make your own moisturizer at home! Here’s Ora’s recipe:

“Blend equal parts organic shea butter with organic coconut oil. You can leave it unscented or add just a few drops of an essential oil scent that you love. Heat to blend them and then cool it in the freezer for 24 hours. Just be careful when handling essential oils—they’re highly concentrated! I wear gloves when using and it’s important to keep them away from children as well. Apply the cream to skin right after you get out of the shower when your skin is still a bit wet. I’ll also wet my hands right before applying for best absorption!”

How did you grow up Jewishly? How has your Jewish identity grown alongside your business?

I grew up in Kemp Mill, in Silver Spring, Maryland in a Modern Orthodox family. My parents got divorced when I was 12. We were the first in our community—this was in the ’80s—to have that happen. Divorce just wasn’t a thing—it wasn’t done—and it was a very hard time to be one of the children in that family. I ended up leaving orthodoxy because of it, and I spent about 10 years questioning Judaism because it hadn’t met my needs.

I went to college at George Mason University in Virginia, which isn’t a very Jewish environment. Through that, I just looked around and realized that I’m such a Jewish person, and I didn’t belong there. I decided to go to Israel to explore that further.

Through a program called Israelite, I was able to do a year at Hebrew University in Jerusalem. I lived in Nachlaot and really reconnected there. I found Shabbos and kashrut again in a beautiful way that was more personal for me. Slowly, I came back to Judaism. Shabbat reminded me what was real. In Israel, I remembered how special it was. The external things sort of fall away, and you’re able to be present with yourself and those around you. It anchored me and still does to this day. I realized I missed it all those years and coming back to it felt like home.

I was so changed by my experience in Israel that I didn’t want to go back to Virginia. I still had two more years to go, though, and they wouldn’t let me finish my degree out of state. So, I decided to go back and forth until I finished. I would spend a semester in Nachalot and a semester back in Virginia. When I graduated, I made aliyah, and soon after that, married my husband.

We wanted to stay in Israel, but it was too hard to make a living, so we moved back to America, initially to Seattle, where I went to grad school. We really loved the Jewish community there. Now, we live in Teaneck, New Jersey, where my family is.

Is your husband Israeli?

He was born in Israel, but grew up in Cleveland, Ohio. His parents left Israel when he was a baby—also to support his family. My husband went back to Israel around the same time I did.

Your husband now works with you as well. What is his role, and how do you maintain shalom bayit (marital harmony) at work?

He’s a structural engineer by training and now he’s the head of production for Ora’s Amazing Herbal. I’ll work on creating the formula, and then I’ll give it to him, and he’ll be able to produce thousands of them. He figures out how to produce it consistently and precisely. Then, as we scale up, he figures out what machinery we need and what techniques we should use to make production most efficient.

The best thing we’ve done for our marriage and business is clearly separating our roles. We each have our space. In our facility, there is one side that has offices and the other side that focuses on production. There’s a wall that goes down the middle and we like to call it our shalom bayit wall. We work really well together that way. If I try to go on his side and tell him how to do things or vice versa, it doesn’t go well. I always remember that he is very good at what he does and I’m good at what I do. That’s why it works.

What other tips do you have for creating a strong marriage, especially coming from a family of divorce?

I’ve learned that it’s so important to just trust that the other person is doing the best that they can. It’s very easy to be critical, but if you remember that they’re just doing their best, it helps to communicate something you need more kindly—and in a clearer fashion. Also, we are a team, but we’re not the same person. I can’t expect my husband to do things the way I would do them and vice versa. When I forget that, problems are more likely to come up. 

Since we work together, it’s also about understanding that life might get in the way. Sometimes, I’ll need something by a certain time and it’s not done. I can be critical, but then realize it’s not done because he was making dinner for the family. It helps me be a more understanding person.

Also, especially when you work together, you have to remember that you want the other person to be happy and take care of themselves. Maybe they need to take a break and spend some time outside. That’s also important. It’s not just about work all the time. 

What advice would you give to others who want to start their own business?

Know what your capabilities are and when you should delegate. So much of the time we overextend ourselves and then get into trouble when we’re overwhelmed. I’ve learned that I can give certain jobs to others and it really improves my business and wellbeing.

It’s also important to have a plan and be realistic about what you can implement. I’ve seen many people try and start businesses but get in over their heads because they don’t have the time or resources to do what they need to do. That’s why I really recommend growing slow and steady. I was raising four children at the time. So, I just started super small and did a very little bit at a time.

Having people who support you is essential, as well, and makes all the difference. When you’re frustrated or feeling like it’s too much, you need to have people who believe in what you’re doing, who can be your cheerleaders. 

Finally, it’s so important to be grateful for everything. There are so many people who work hard but encounter challenges they didn’t foresee that change the outcome. I work hard, but I’m also very fortunate and know things could have gone a different way throughout my experience. I see posts on social media a lot that say, “you deserve this,” but I feel like if it was about getting what you deserve, there would be plenty of people who would have more than what they have. Being grateful and knowing that gifts are just that—gifts and blessings—is really humbling always.

Where do you find connection to Judaism and G-d in your everyday life?

Because my life as a mother, wife and business owner is so crazy, I feel like my relationship with G-d has become more internal. Before, I could spend more time on tefilla (prayer) and meditation. Now, it’s more about being part of the community and taking care of my family. I find connection to G-d in bringing tikkun (repair) into the world through that. It feels like more of a partnership. 

I really connected to G-d while I was studying biology, as well, and that continues to bring me back through my work. As I was learning more and more about the design of the natural world—seeing the patterns that are there and mechanisms that are inherent in our earth, I was blown away. I know there are many scientists who don’t see G-d in nature, but I don’t relate to that at all. I’m constantly appreciating what G-d created. When I see that one of my herbal products helps someone, I’m amazed all over again. Hashem has given us these medicinal herbs so we can help ourselves and others with them.

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For more from Ora, visit orasamazingherbal.com or find her on Instagram at @orasamazingherbal.