Wellness, normalized.
A curated plant-based marketplace and wellness platform bringing together trusted products, education, and community — built for women seeking natural, holistic options for sleep, stress, hormones, and everyday well-being.
Come on in — you're welcome here.
Kathleen shares the heart behind Normalize and how we hope to walk alongside your wellness journey.
"Wellness should not be exclusive. It should not be confusing. And it should not be out of reach."
Normalize Marketplace is a curated online marketplace and wellness platform that brings together plant-based, non-pharmaceutical products with education, community, and guided resources. We vet every brand for safety, sourcing, and compliance with the 2018 Farm Bill, so shoppers can explore tinctures, skincare, edibles, capsules, and daily essentials with confidence.
Beyond products, Normalize offers an education hub, a book club, a wellness tracker, and a community space where women can learn, connect, and make informed choices about their health. Whether you are just beginning to explore plant-based wellness or you are deep into your journey, our marketplace, guides, and community are designed to meet you where you are.
What We Stand For
Rooted in Our Values
Transparency
Every brand is vetted for safety, sourcing, and 2018 Farm Bill compliance.
Compassion
We build from lived experience, meeting women wherever they are on their journey.
Plant-Powered
Natural, holistic options for sleep, stress, hormones, and daily balance.
Education
Guides, a book club, and a wellness tracker to help you choose with confidence.
Meet The Founder
Kathleen Saucerman
Normalize was founded by Kathleen Saucerman, who turned her own lived experience with overprescription into a movement for better wellness options. Her vision is simple: make plant-based wellness accessible, intentional, and beautifully normal — one mindful choice at a time.
Our team is based in Denver, Colorado, and we partner with trusted brands, educators, and community leaders to build a platform rooted in transparency, compassion, and the healing power of plants.
Meet The Team
Leadership
Chandini Kumar Portteus, MPH
President & Chief Operating Officer, Normalize Marketplace
Chandini Kumar Portteus, MPH, is President & COO of Normalize Marketplace and President of Normalize Community. A globally recognized health executive and movement builder, she has led some of the world's most recognized health movements — including a decade as Chief Mission Officer at Susan G. Komen and as CEO of LIVESTRONG — with work reaching more than 75 countries and over $2 billion in mission-driven portfolios.
Jenn Cadiz
Chief Information Officer | Normalize Marketplace
Jenn Cadiz is a seasoned technology and business strategist with more than 30 years of experience spanning technology, telecommunications, digital innovation, strategic partnerships, marketing, and business development. As Chief Information Officer, she leads Normalize's technology vision and digital infrastructure strategy — focused on secure, scalable, intelligent systems that support the company's continued growth.
Dr. Jameelah "Just Jay" Wilkerson
Chief Marketing Officer | Normalize Marketplace
Dr. Jameelah "Just Jay" Wilkerson is an award-winning media executive, publisher, entrepreneur, marketing strategist, and brand builder with more than two decades of experience transforming ideas into recognizable brands. As Chief Marketing Officer, she leads Normalize's marketing vision, brand strategy, audience growth, and marketplace positioning — making Normalize a recognizable consumer brand and discovery platform.