Ice baths at dawn. Mushroom dust in your latte. Chanting at the moon to unlock your aura. Wellness is starting to feel… like a full-time job.Here’s our salty take: self-care doesn’t have to be so serious. It can be intentional. Joyful. And delicious.


That’s why we’re inviting you to Practice PROPER Snacking - our new campaign-slash-philosophy-slash-snack ritual. A world where every salty bite is balance, every outrageous crunch is basically meditation and every bag is a wellness retreat you can eat.


You’ll see PROPER popping up everywhere, online and out in the world, with vibrancy and playfulness, a reminder that sometimes self-care is as simple as snacks.