Fulfillment Founded in Simplicity
One woman’s journey to achieving peace and success through intentionality
Slow. A consistent theme in her brand and the anthem of the life Edina has created for herself in Wyoming. Edina Szender, the founder, owner, and sole-operator of Cowboy & Co., is not shy to hard work and no foe to the grind, but she has found true vitality in her purposeful choices to simplify her life where she can.
Born and raised in rural Eastern Europe, Edina Szender, knows the true value of living close and “connected” to creation. When she was eighteen, she moved to the city and quickly realized how desperate she was for the land she once knew, which led her to explore new places to live, including many ranches. Twelve years ago, she ventured to America after studying business in Europe. Knowing all the change it would bring, Edina desired new opportunities and continued studying merchandising in America where she went on to work in portrait and fashion photography. Fast forward ten years to Wyoming where Edina now lives and has returned to where she feels most at home- on beautiful land with her dogs and the horses on the ranch.
Last year, after a terrifying cancer scare, Edina's mindset towards what she put on and in her body shifted even more. Although she grew up on a farm and was conscious of the choices she made for herself and her body, this scare heightened her sense of awareness and made her more cognizant of what she was using on and putting in her body every day. So, she used her knowledge of plants and animals and began ridding her life of processed foods, seed oils and mainstream skincare products, and she began making her own everyday staples with ingredients she knew she could rely on to not harm her- tallow, herbs, flowers, and more.
“Some of my favorite ingredients to work with are grass-fed tallow for its unmatched skin compatibility and nutrient profile, jojoba oil for its balancing properties, and calendula for its calming, skin-soothing benefits.”
What began as a necessity for her own well-being, soon turned into passion. After encouragement from friends and family using her products, she decided to hone her knowledge of holistic living and herbalism by attending a beauty school to specialize in natural skincare. Thus, Cowboy & Co. blossomed from her newfound specialization, her business background, her eye for aesthetics, her heritage, and her desire to celebrate the rough and tough yet gentle and beautiful duality of the Western culture she now lives.
“Cowboy & Co. is deeply inspired by my life in the American West and my roots growing up on a farm. The name honors the rugged, hardworking spirit of cowboys and ranch life—something that has always felt like home to me. “& Co.” represents not just the products, but the community, the animals, the land, and the values that fuel everything I create. It’s about more than skincare—it’s a return to simple, honest, ancestral ways of living, with respect for nature and a deep love for slow, intentional craftsmanship.”
A one woman show; she truly does it all. Edina is not only the creator of her products, but she is the marketer, seller, sourcer, packager, and more. Every jar you buy has been touched by her (she had to put this interview on pause yesterday to render twenty pounds of suet on her own and then package her entire new line (wink wink!) before the photoshoot this weekend!). She begins each day the same by allowing herself an hour to rise, sip coffee, and obviously, do an awesome morning skincare routine. Each day’s work is different and she appreciates the variety of tasks, jobs, and roles she gets to fulfill for her business. She spends most evenings cooking, relaxing outside, and allowing herself time to unwind in the company of her beloved animals. While the job can be overwhelming, it is Edina’s personal goals of simplicity that marks her work. In the same way that she chooses to dedicate time to stillness, nourishing her body, and abiding in nature, she chooses to hand render, infuse, package, design, label, and ship each of her products you use. Edina does not choose the fastest way to achieve results; she chooses the slow path that honors the process of doing each step precisely, maintaining integrity and enjoying the time it takes to make something beautiful and powerful.
“I’m passionate about simplicity, nature, animals, and creating things with care and meaning. You can see that in how I hand-render tallow, source the highest-quality organic ingredients, and infuse each product with herbs the old-fashioned way. I’m also a very visual person, so the branding, photography, and storytelling reflect my creative side and my love for rustic beauty and the Western lifestyle. It’s truly a piece of my heart in every jar.”
In a ‘girl-boss’ culture, Edina models what true fulfillment is by shattering the “need to grind” narrative and challenging us to seek our passions without compromising our innate need to sit in stillness and be renewed and refreshed by the food, animals, land, and people around us. She has proved that success and peace are not found in the ideal “work-life balance” but are daily forged through intentionality with our time and bodies.
“Cowboy & Co. is more than a skincare brand—it’s a piece of my heart, my roots, and my mission to make truly clean, effective, and thoughtful products accessible to more people. Your support allows me to keep doing what I love and work toward bigger dreams—like one day starting a horse rescue and continuing to grow a community rooted in simplicity, wellness, and living close to the land.”
