Building A Brand With Soul: How Citrine Natural Beauty Is Leading A High-Frequency Revolution
There’s a unique kind of magic that happens when soul meets strategy—when a founder builds something not just to sell, but to serve. Citrine Natural Beauty Bar, nestled in the heart of Scottsdale, is one of those rare spaces. And at its heart is Melissa Lenberg—a woman leading not just with business acumen, but with vision, frequency, and fire.
For Jaclyn Steele Thurmond, stepping into Citrine was more than a shopping experience—it was a transmission. In this heart-centered conversation on The Freq Show, Jaclyn and Melissa open up a window into what it looks like to build a brand with soul.
Let’s be clear: this isn’t about greenwashing or beauty trends. This is about purpose. Integrity. And the high-frequency revolution that’s quietly changing everything.
The Natural Beauty Movement Rooted in Soul, Integrity, and Frequency
From the moment Melissa speaks, it’s clear: she doesn’t just run a clean beauty store—she leads a movement. One rooted in love, education, and evolution.
Over the past 13 years, Melissa has hired nearly 100 women—not just to sell, but to grow. “I don’t want someone who’s just looking for a job,” she says. “I want someone who’s deeply curious, passionate, and aligned with what we do.”
It’s about more than performance—it’s about presence. Her team isn’t just trained to know the products; they’re immersed in the ethos of Citrine. From flower mandala nights to brand education and mentorship, Melissa pours into her staff with the same level of intention she brings to every shelf in the store.
And the results speak for themselves. “Every girl that’s worked here goes on to do greater things,” she says. “This is a stepping stone—but it’s also a sacred space.”
You feel that the moment you walk through Citrine’s doors.
Melissa Lenberg | CEO & Founder of the Citrine Natural Beauty Bar
The Frequency Of Leadership
Jaclyn observes something else—something that can’t be faked. Melissa leads with frequency. Her passion radiates through every interaction, every product choice, every Instagram post. And that alignment? It attracts the right people—and repels what’s not meant to stay.
“I have a Citrine standard,” Melissa shares. “Not just with my products, but with my staff. If someone’s not a frequency match, it’s not good for them, and it’s not good for the business.”
Jaclyn relates deeply—especially as someone learning how to lead with heart while also protecting her time and energy. “I want to bring people along,” she reflects, “but I’m learning that boundaries are sacred.”
Melissa nods. She’s walked that path. And she’s created clear systems—expectations, best practices, standards that create safety and clarity for everyone involved.
“You don’t have to have it all figured out on day one,” she reminds. “But as situations arise, write the SOP. Set the standard. It’ll make everyone’s life easier.”
This isn’t just business advice—it’s energetic hygiene.
Soulful Marketing, Magnetic Results
When it comes to marketing, Melissa is decades ahead of the curve. From the very beginning—before Instagram was a business tool—she was collecting emails, creating community, and crafting campaigns with heart.
Now, Citrine’s marketing presence is iconic: soulful, educational, magnetic. And it’s not by accident.
Melissa has worked with the same designer for nearly 10 years. Together, they create stunning visuals for email campaigns that actually convert—because they’re beautiful, honest, and rooted in relationship.
She’s also a firm believer in the long game. “Nothing is really free,” she laughs. “Social media takes time, energy, and creativity. But it’s so worth it when you’re aligned.”
And when it comes to content, Melissa doesn’t get too precious. “If it flops, take it down,” she says. “If it feels fun—go for it.”
Jaclyn lights up at that. As a fellow content creator, she knows the pressure to perform. But Melissa’s approach is refreshingly free. “Just have fun. Create what lights you up. The right people will find it.”
You might also love these soulful reads from the Beckon blog:
→ Feeling drained by performance culture? Read: Letting Go Of The Need For Approval
→ Curious how your home can support your nervous system? Don’t miss: 12 Tips on How to Make Your Home Healthier
→ Craving more insight on emotional regulation? Check out: The Confrontation Of Fear: What Happens When You Stop Running From Yourself
The Beauty Rituals That Raise Frequency
Beyond leadership and marketing, Melissa’s passion for products is palpable. In this episode, she and Jaclyn joyfully swap clean beauty favorites—from moisturizers to masks to brow gels.
But these aren’t just surface-level recs. For Melissa, beauty is ritual. It's an energetic reset. A daily moment to connect with self, with sensuality, with sacredness.
Her must-haves?
Patyka’s double cleanse system for a deep, nourishing reset
May Lindstrom’s Jasmine Garden toner and Honey Mud mask for skin (and soul) hydration
Ayuna’s luxe moisturizers and detox masks that feel like a facial at home
FitGlow lip serums (including her own custom shade—yes, really!)
It’s clear: Melissa doesn’t just sell products—she lives them. And every item at Citrine reflects that devotion.
Boundaries, Boldness & Becoming
One of the most powerful takeaways from this conversation is the way Melissa integrates boundaries with boldness. She’s visionary—but grounded. High frequency—but deeply human.
She doesn’t just dream—she executes. She doesn’t just talk about alignment—she builds businesses around it.
And when Jaclyn asks what’s next, Melissa doesn’t say more stores or more expansion. She says more intention. More soul. More surrender. More fun.
Because high-frequency living isn’t about striving—it’s about being. It’s about walking with God. Creating with joy. And trusting the timing of your own unfolding.
Final Thought
Melissa Lenberg isn’t just building a business—she’s building a blueprint. A model of what it means to lead with frequency, integrity, and joy.
Her story is a mirror, reflecting what’s possible when we stop following formulas and start following our inner frequency. When we let passion set the standard. When we create not just for profit, but for purpose.
Whether you’re building a brand, a ritual, or simply a life you love—Citrine is proof that it’s possible to do it soulfully.
So let this blog be a blessing, a breath, a reminder:
You don’t have to compromise to be successful.
You don’t have to be perfect to lead.
You just have to be true.
Live on purpose. Live on frequency.
Ien Araneta - editor of The Freq Show & The Beckon Times