As Frida Ålgars attempted to juggle grueling 16-hour workdays as a marketing manager while raising her two young boys, she found herself trapped in a relentless cycle of stress and utter exhaustion.

But settling for the status quo was never her style. Driven by an unwavering desire for something more, she broke free from the suffocating corporate grind and embarked on her own entrepreneurial adventure.
With unwavering determination, Frida poured her heart and soul into developing

The Tenth Co over the next 18 months. At its core is Flow State, a meticulously crafted supplement that nurtures both the body and mind. It's the linchpin of Frida's mission to enhance the well-being of individuals navigating the tangled web of modern life.

In this Fearless Founders conversation, we delve into Frida's entrepreneurial journey, the inspiration behind The Tenth Co, and her vision for empowering women to achieve balance and vitality in their lives.
How did the idea for The Tenth come about? Was it one of those brilliant lightbulb moments during a 3 a.m. feeding session?

I've always been driven to give my best and strive for excellence, but this approach proved unsustainable. Mentally and physically, it took a toll. I learned that when you neglect rest, your body decides to rest for you, often at inconvenient times.
To make matters more challenging, my son was dealing with health issues, leaving both of us sleep-deprived. Fatigue, anxiety, and skin breakouts became daily challenges.

Despite waking up with shaky hands and a racing heart, I persisted, thinking I could power through it all. Looking back, I realise how foolish that was.
It took a major crisis for me to finally hit the brakes and acknowledge the need for a break.

The Tenth Co is more than just a business to me—it's a passion. It emerged from my personal journey, where I battled exhaustion, burnout, and overwhelm while navigating motherhood, my career, and everyday life. This story resonates with countless women who are also trying to "do it all."

Following my recovery with depletion specialist Dr Oscar Serrallach, my health journey soon transformed into a broader mission: to help other women avoid the struggles I endured.

Our debut product, Flow State, is a transformative supplement designed to comprehensively address the physical and mental well-being of women experiencing duress and depletion. In short, it's the supplement I wish I had during those challenging times.

In your own words, what is The Tenth Co?

The Tenth is our answer to changing the narrative around motherhood and wellness. We firmly believe that just because something is common, it doesn't have to be considered normal. We refuse to accept that exhaustion and feeling worn out are inevitable consequences of having children.

We knew supplements could do more. We wanted to create an effective daily dose to holistically complement your attempts at a healthier, albeit chaotic, lifestyle. The Tenth offers a convenient solution with high-quality, practitioner-grade ingredients. 

You worked in a demanding corporate career; what made you take the plunge and launch a bold business? What have you enjoyed most about the transition?

The decision to launch The Tenth wasn't a deliberate one, to be honest. It might sound cheesy or cliché, but it truly felt like something I had to do. After going through the challenges of being a new and working mother, I realised I wanted to use my corporate experience and personal journey to help others. It became a bigger mission for me, an unwavering commitment to helping women avoid the struggles I had faced.

I began documenting my ideas and the proposition for The Tenth. It all revolved around making everyday life feel like a vacation because that's when I felt my best, and I knew so many others did too. Then, I approached my doctor, Dr Oscar Serrallach, who had played a crucial role in my recovery, and asked if he would join me in helping others. 

The most enjoyable part is knowing that The Tenth is genuinely making a difference. Everything that led to this point, the entire journey, was to help others feel better than I did. 

What do you wish more women knew about the relentless force of postpartum depletion?

Relentless is truly the perfect word to describe postpartum depletion. I wish women, primary carers, and their partners understood that just because postpartum depletion is common, it doesn't mean it has to be considered normal. Feeling exhausted, wired, unable to relax, moody, or not like yourself shouldn't be accepted as the new normal. We deserve better.

It's crucial to recognise that there are reasons behind these feelings and that there are solutions to help us feel better. 

Having Dr Oscar in my corner was a tremendous support, not just for me but also for my husband, to get answers that it's not that 'I'm not coping'; I'm depleted. I'm incredibly grateful for his guidance.

Treating symptoms of depletion as signals from our bodies, telling us that we require extra support, is vital. It's a reminder that we must prioritise and care for ourselves properly. This not only benefits us but also those around us.

How do you balance the demands of running a business with the chaos of motherhood?

Finding a balance between motherhood and running a business can be overwhelming. Setting and maintaining boundaries has been challenging, but those experiences have taught me the importance of prioritising and establishing clear boundaries.

Knowing the consequences of burnout, I am highly motivated to avoid reaching that point again. It's a daily practice to remind myself that I am playing the long game. 

When there's a lot on my plate, I consciously remind myself that taking care of my well-being and maintaining a sustainable pace is crucial for the well-being of my family, the success of my business, and, ultimately, my fulfilment.

It's about making intentional choices and understanding that playing the short game won't lead to long-term success or happiness; that's a lesson I've had to learn the hard way.

Authenticity is the name of the game in both motherhood and entrepreneurship. How do you stay true to yourself while juggling multiple roles?

Embracing vulnerability: I believe in being open and honest about my experiences as a mother and a founder. Sharing my challenges, triumphs, and lessons learned allows me to connect with others on a deeper level and build authentic relationships. It also encourages others to do the same, fostering a sense of community and support and creating a connection. I want to connect with other mothers and founders more.

What self-care practices do you prioritise to prevent burnout and ensure your well-being stays intact?

I find inspiration in Oscar's framework for nourishing the nervous system. It suggests incorporating self-care practices into our daily lives in different magnitudes: tiny things frequently, small things daily, big things once a week, and bigger things once in a while. 

Engaging in activities that make me feel good is vital. For instance, going for morning walks, going to my Pilates classes, hitting the gym, or simply enjoying my own company as an introvert and recharging best in solitude. These practices help me restore and regain a sense of being in flow again.

How has being a mother influenced your leadership style and decision-making process in running your business? What skills or perspectives have you gained from the trenches of motherhood that have become secret weapons in the industry?

Becoming a mother and being a mother is the biggest upgrade we get as humans. The lessons it teaches us, at least for me, are profound. Motherhood has instilled an even deeper sense of empathy and compassion, which translates directly into how I serve our customers.

Additionally, the multitasking and time management skills I've honed as a mother have been invaluable in running my business. 

What advice would you give to other aspiring female founders who are also mothers? 

Embrace the concept of balance and understand that it's okay to prioritise and make choices. Striving for success in both business and motherhood simultaneously can be overwhelming and lead to burnout. It's important to recognise that we cannot do everything at once. One valuable insight I have gained on my journey is the wisdom in the quote, "We can have it all, just not at the same time." So, while we may have dreams and aspirations in our business and personal lives, setting realistic expectations and focusing on what matters most in each moment is essential.

Additionally, seeking support is crucial. Don't hesitate to ask for help, whether from your spouse, family members, or friends or outsourcing specific tasks. Building a solid support system and delegating responsibilities can lighten the load and help maintain your well-being.

Understanding that we can't do it all at once allows us to focus on what matters most in each moment and find fulfilment in both our entrepreneurial journey and motherhood.

 Our Fearless Quickfire (one-word answers)

  1. Early bird or night owl? Early bird.
  2. Wine or Gin? Gin.
  3. Favorite productivity hack? Just do it. Do what the future you would be grateful for.
  4. Best source of motivation? Making a difference.
  5. Are you a planner or A bit of both. Nothing like a deadline.
  6. Must-have item in your entrepreneur/mum survival kit? Patience.
  7. One word to describe your parenting style? Affectionate.
  8. Go-to stress-relief technique? Taking time to myself.
  9. Favorite podcast or book for inspiration or business insights? Founder podcasts also enjoyed the book Hype Girl by Doone Roisin.
  10. One thing you wish you had more time for? Myself. 
  11. One word that describes the intersection of motherhood and entrepreneurship for you? Not a word, but a sentence: Sunshine one day, tropical storm the next.
July 28, 2023