For Casey Brahne, founder of Dryft, the idea for her business didn’t begin with a carefully crafted business plan; it began during one of the most demanding seasons of motherhood. As a naturopath and mum navigating sleepless nights and exhausting bedtime routines, Casey set out to create a gentler way to support children’s wellbeing while bringing calm back to the end of the day. What started at her kitchen bench has grown into a thoughtfully formulated magnesium cream designed to transform bedtime from a daily struggle into a meaningful family ritual. Here, she talks to The Natural Parent Magazine about the story behind Dryft, the challenges of building a business from scratch, and why creating moments of connection matters just as much as creating a great product.
The passion: What inspired you to set up your business?
Dryft began in a season of exhaustion. There was a period where bedtime was taking 30-60 minutes, followed by multiple night wakings. I was postpartum, running on broken sleep, and by the end of each day I simply had nothing left to give. Evenings felt chaotic and overwhelming. I remember sitting there thinking, what do their little bodies actually need right now?
As a naturopath, my brain immediately went to nervous system support. I knew how much magnesium had helped me personally at night, but the products on the market weren’t ideal for children. I had used a magnesium spray before and it was sticky, itchy, and I had to be careful it didn’t get into cuts or on little hands. We had a few tearful disasters.
I wanted something different. Something gentle, well absorbed, non-sticky. Something that could support their bodies while also creating connection.
That’s where Dryft was born, from a tired mother wanting calmer evenings.
The launch: How did you start out in the beginning?
It started at my kitchen bench. The very first version worked beautifully. But the batches after that? Not so much. I ran into separation, emulsion issues, beading. I tweaked that formula over a dozen times before landing on the one we use today.
The biggest doubt came from me. Friends and family were incredibly supportive, even more supportive than my own inner voice at times. When the negative self-beliefs crept in, their belief carried me forward. My husband Jamie has always backed every idea I’ve ever had. He simply said, “This is going to be a winner”.
It started to feel real when I began sending it to family and friends to try. The feedback was overwhelmingly positive. That was the moment I realised this wasn’t just something that worked for us but it could work for other families too.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough wasn’t the formulation; it was the positioning.
When I was trying to understand how Dryft was different in a crowded market, I realised it wasn’t just about magnesium. It was about ritual.
As parents, we live busy lives. We rush from activity to dinner to bath to bed. But bedtime is often the only quiet moment we get to truly connect with our children and to ask how they’re feeling, what they loved about their day, what felt hard. When I shifted the focus from “a sleep product” to “a calming ritual”, everything clicked. Dryft became less about chasing sleep and more about creating calm.
That clarity shaped everything with our messaging, our tone, our tagline: Designed for calm. Created with care.
Yin and Yang: How do you balance work and family?
Balance looks different every week.
My mornings are school lunches, walking the dog, squeezing in some exercise and tidying the house before stepping into work mode mid-morning. I work right up until school pick-up, and then my afternoons are usually spent outside with the kids, cooking dinner and moving into our evening ritual.
The hardest part is switching off from business mode. When you build something yourself, it’s always in your mind. But my children are wonderfully adaptable, and I’ve learned to work within the rhythm of nap times and quiet moments.
The most beautiful part of building Dryft in this season is that my children are part of it. They love applying the cream themselves. They love the smell. My 17-month-old son automatically sticks his feet out when it’s time for bed, waiting for me to apply his magnesium cream. That small gesture reminds me exactly why I started.
The drive: What challenges have you overcome?
The biggest challenge has been navigating self-doubt – especially around money.
There have been moments where costs were higher than expected, and I questioned whether it was worth it. Building a product-based business requires courage, investment and belief before the results are visible.
I’ve stretched myself in learning cosmetic science, regulatory compliance and formulation refinement. I’ve had to ask for help from manufacturers, from experts, from people far more experienced than me. That humility has been powerful.
I’m proud of backing myself, even when the numbers felt uncomfortable.
For better or worse: What are the pros and cons of running your own business?
The greatest gift is autonomy. I get to build something aligned with my values, slowly, intentionally, without chasing trends.
The hardest part is that responsibility sits entirely with you. There’s no clocking off at 5pm. The mental load can be heavy. But the ability to create something meaningful for families and something born from real lived experience makes it worthwhile.
Hopes and dreams: What next?
I would love for Dryft to become a household name where it’s a trusted product families reach for as part of their nightly rhythm.
More than that, I want families to feel connected and calm when they use it. Reassured. Supported. Like they’re doing something nurturing for their children.
And for my own children, I hope they see that you can build something from an idea at the kitchen bench. That self-doubt doesn’t mean stop. That the people around you will believe in you – just like they believed in me.
Visit the Dryft website to find out more, and connect with them on Facebook and Instagram.
