Before Cowboy came to life, Steph and Jessy were two best friends chasing better health, swapping wellness hacks, and realizing that maybe feeling good didn’t have to be so complicated. Then came colostrum, the natural powerhouse that changed everything. What started as a shared discovery quickly turned into a mission to bring a little more honesty, heart, and fun back into wellness.
In this Living Well chat, the Cowboy co-founders talk about building something real from the ground up, partnering with Pressed Juicery, and why their secret to balance comes down to three simple words: left, right, left. It’s wellness with a wink—and a reminder that sometimes, the best things are the most natural.
Living Well with Jessy Shenfeld and Steph Stoikos
Before Cowboy existed, what was happening in your own lives and health journeys that made you stop and say: “we need to bring colostrum to more people”? Steph: We were both chasing better health in our own ways – trying every supplement, every “biohack,” and realizing how disconnected modern wellness had become from nature. When we found colostrum, everything shifted. It wasn’t another supplement or quick fix – it was elemental. Something our bodies instantly recognized. That moment changed how we thought about nourishment. We wanted to build something that brought that simplicity and truth back to wellness – to help people reconnect with what’s real.
Jessy: Once we learned what it was and how powerful it could be, it felt crazy that so few people knew about it. We wanted to take this ancient, primal ingredient and bring it into the modern world the right way – responsibly sourced, whole, and true to its roots.
As co-founders, how do your personalities and strengths complement each other? Both: Cowboy works because we balance each other in all the right ways. Steph leads with creativity and storytelling, Jessy with structure and execution. We always joke we’d make the world’s most boring married couple – there’s literally zero friction between us. We’ve been best friends for ten years and have never really disagreed, only had conversations that deepen how we understand each other. We see the world through the same lens, often thinking or saying the exact same thing at the same time. That kind of alignment runs deep – it’s built on trust, respect, and shared vision – and it’s the reason Cowboy feels so cohesive.
The name Cowboy Colostrum is bold and unexpected in wellness. What story or energy were you hoping the name would capture? Steph: We wanted something that felt alive – something that could exist outside the clean, sterile wellness box. Cowboy felt raw and human. It’s about spirit, not aesthetic. Freedom, grit, simplicity. It nods to a time when people lived closer to the land and relied on what nature gave them. The name had an energy to it – strong and untamed. It carried the same heartbeat we wanted the brand to have.
Jessy: The name just fit from the start. It felt real and grounded which is exactly what we wanted to bring into wellness. “Cowboy” has this energy of independence and honesty; it’s not trying to be perfect, it’s just authentic. That spirit mirrors everything we do – getting back to the basics, staying close to nature, and doing things with integrity.
Colostrum has been around for centuries, but recently it’s become buzzy. What makes Cowboy’s approach different from the other brands popping up right now? Steph: Most brands treat colostrum like a commodity. We treat it like gold. We collect only within the first day after birthing when it’s at its most bioactive, and we never strip or de-fat it. Ours comes from family-run dairies that honor the calf first. What you get is whole colostrum – pure and potent, the way nature designed it before wellness made it a big buzzword.
What made Pressed Juicery a natural match for Cowboy in terms of brand values, audience, or product fit? Jessy: Pressed has always stood for making real nourishment accessible. Their audience already cares about quality ingredients and rituals that make you feel good. When we started talking with their team, it just clicked – their clean, fresh approach to health and our mission to bring ancestral nutrition to modern life aligned perfectly. Plus, it’s fun seeing colostrum go mainstream in a bowl next to bottled green juice.
Besides colostrum, what supplements or practices are absolute non-negotiables for you right now? Both: We both live pretty holistically. Daily movement is non-negotiable. We try to get most of our nutrition from real, whole, nutrient-rich foods – things like raw dairy, bone broth, eggs, and good meat. We’re not big on extensive supplement protocols, which is why we love colostrum – it’s simple, effective, and close to nature. Beyond that, we love magnesium and electrolytes for balance, creatine for strength, and sunlight/nature for everything else. Quality time with family, friends, and our dogs is just as essential. Wellness for us is as much about connection as it is about nutrition.
What do you think your generation brings to wellness that’s missing from the older models? Steph: We’ve stripped the pressure out of wellness. Our generation doesn’t want to live by a checklist – we just want to feel good and live well. It’s about quality, balance, and being human. There’s a shift toward ritual instead of routine, toward nourishment instead of optimization. You can care about your health and still enjoy your life.
Jessy: I think our generation approaches wellness with a lot more softness and honesty. It’s less about rules and more about rhythm – finding what actually works for your body and your life. People are craving connection, not perfection.
What advice do you have for someone who has an idea but thinks they’re too young to pull it off? Steph: Don’t wait for permission or for the perfect moment. Both are myths. The most meaningful things start from curiosity and a little bit of chaos. You learn by building, by trying, by failing and adjusting. Youth is an advantage; you see possibility before the world tells you how it’s supposed to look. Trust that instinct – it’s your greatest teacher.
Do you have a mantra or phrase you say to yourselves when things feel overwhelming? Both: “Left, right, left, right.” It’s our reminder to just keep moving one step at a time. When things feel overwhelming it helps bring us back to the moment. It’s our way of remembering that this whole thing is a ride, and you can’t control every turn. Just stay on the horse.
What’s an assumption people make about young founders that you love proving wrong? Steph: We’re not here to prove anybody wrong – that’s never been the motivation. Our focus has been to build something real, something that feels true to us. The work speaks for itself. People will always have assumptions, but when you stay grounded in your vision and your values, the results naturally shift the narrative. We’d rather lead by example than convince anyone we belong.
How do you each personally define “living well” at this stage of your lives? Jessy: Living well is about slowing down enough to actually feel life – not rush through it. It’s family, nature, and good food.
Steph: For me, it’s about being grounded and inspired at the same time. When I’m creating, taking care of myself, and showing up for the people I love – that’s what living well looks like.
