When Kelsey Vasileff opened Southern Squeeze in 2014, the tiny storefront was built around a simple idea: help people nourish their bodies through clean, healthy food. Back then, the concept was straightforward – cold-pressed juices, smoothies, a few raw treats and simple cleansing programs. But Vasileff quickly learned that “healthy” looks different for everyone.
“Everybody is bio-individual,” she says, seated outside her cafe on Dorchester Road, where Southern Squeeze now sits. “There are many different ways to be healthy, and I wanted to meet people where they are.”
Over the years, Southern Squeeze expanded from a small juice bar into a full-service restaurant with an eclectic, plant-forward menu. Today, it’s known as one of Chattanooga’s most trusted destinations for clean food made from real ingredients. But for Vasileff, feeding the body was only the beginning.
Her latest venture, The Living Well, sits just across the street in a converted house with warm, inviting light and shelves lined with thoughtfully chosen products. If Southern Squeeze is about what goes in your body, The Living Well is about what goes on it – and is around it.
From juices to a lifestyle
Vasileff has spent years building toward The Living Well, eager to take the next step in her mission to help Chattanoogans embrace a holistic approach to health.
When a charming storefront across from Southern Squeeze became available, she jumped at the chance to create a complementary space where customers could extend their clean-living journey beyond their plates.
Like Southern Squeeze, The Living Well reflects Vasileff’s personal exploration into health and wellness.
“I’m still learning – and always will be,” she says. “It’s just like with food: you start by dabbling, then you do more, then you learn more and it keeps evolving. I’ve used many of the products we carry for years, while others are new to me.”
Inside The Living Well
The Living Well is a boutique built for discovery, where Vasileff and her team invite visitors to explore, experiment and find what truly resonates with their body and lifestyle.
“Everybody is different,” she says. “From scents and textures to what works for your skin, it’s all about finding what feels right.”
To the right of the entrance, shelves display the store’s curated collection of clean perfumes and body oils – products Vasileff says are typically some of the biggest offenders when it comes to hidden toxins.
“Traditional fragrances can be full of hormone disruptors and chemicals that cause headaches and nausea,” she explains. “Ours are fully vetted to be safe and effective.”
Among Vasileff’s favorites is a neuroscience-backed brand called Vrayeo. She sprays one called Mamajuju – an earthy scent designed to promote grounding – daily. Customer favorites include The Sixth, formulated to heighten intuition, and Sun Rae, meant to inspire joy.
At the heart of the store is what Vasileff calls the “skincare world,” anchored by a custom sink crafted by local artisans at Set in Stone. Shoppers are invited to wash their faces, try products and experiment with different textures and formulations.
This section features several skincare lines, including Marie Veronique, used both in the store and in its treatment room for facials and massages. Customers can also explore tallow-based creams, retinol-rich hand treatments and lip products designed to heal even the driest lips.
“Skin care isn’t just about your face,” Vasileff notes. “It’s your whole body: your scalp, your hands – everything.”
Near the fireplace is what Vasileff calls Body World Central. Here, shoppers can find body oils, serums, lotions, shaving products and razors – including biodegradable options and reusable stainless-steel designs aimed at reducing waste.
The Living Well also boasts a growing children’s section, featuring safe shampoos, body washes and even makeup sets for young children.
“My daughter is only 4, and knowing I can give her something safe and clean is amazing,” Vasileff says.
Another corner is dedicated to dental wellness, with options designed to replace common products laced with chemicals or plastics. Offerings range from charcoal floss to mineralizing toothpastes that clean effectively without unnecessary foaming agents.
For those already loyal to Southern Squeeze, the boutique also carries a selection of the cafe’s most popular supplements.
The Living Well’s “hair table” features serums, brushes and innovative tools like derma rollers, which Vasileff says can stimulate growth when paired with certain treatments. Customers can also pick up silk pillowcases, which she swears by.
“The wrinkles on your pillow don’t squish against your face – and they’re ideal for your hair.”
For the home, the store offers non-toxic candles, incense, diffusers and essential-oil plug-ins, as well as eco-friendly cleaning supplies that smell fresh without harsh chemicals.
The Living Well also contains a tranquil treatment room where Katie Levan, a longtime Southern Squeeze team member, offers massages and facials using the Marie Veronique line. The boutique also plans to expand its wellness services, including bringing in a facial acupuncturist and partnering with an aesthetician for customized skin therapies.
Making the shift
Vasileff knows that switching from conventional products to non-toxic alternatives can feel overwhelming. After all, most people grow up surrounded by familiar brands and fragrances – Colgate, Lysol, Windex, Tide – and rarely stop to question them.
“It’s a huge shift,” she says. “It can feel daunting, which is why a lot of people avoid making changes altogether.”
Her solution? Start small.
“When you’re out of your face lotion, replace it with something clean. When you run out of Windex, swap it for a better option. One thing at a time makes the process manageable.”
For customers ready to go all-in, The Living Well offers a program called Living Well at Home. The service begins with an in-home consultation and guides clients through a phased transformation – from swapping out a single makeup cabinet to developing a non-toxic home environment, complete with cleaner furniture, filtered air systems and healthier household products.
Rethinking family wellness
For Vasileff, clean living isn’t just about personal health – it’s also about reshaping habits for the next generation. At home, she educates her daughters, especially her 4-year-old, about the ingredients in food and personal care products.
“Some people might think that’s extreme, but I just talk to her,” Vasileff says. “I’ll say, ‘This product has this in it, and we don’t use this in our family.’ She’s like a mini adult, and I want her to understand why we make the choices we do.”
That philosophy carries over to The Living Well’s mission: to make clean living accessible, understandable and guilt-free.
“I don’t think anyone should feel bad about what they’ve used in the past,” Vasileff emphasizes. “But once you know better, you can start reducing your toxic load. Even if you feel fine now, what if you could feel even better?”
While the boutique’s airy aesthetic and soft colors might seem tailored toward women, Vasileff is quick to point out that The Living Well’s products are for everyone.
“My husband shops here all the time,” she says. “One of our best friends gets his toothpaste, mouthwash, shave cream and cleaning supplies here. The store looks feminine, but there are things for ‘any body.’”
Investing in quality
While many of the products at The Living Well come with a higher price tag than their drugstore counterparts, Vasileff encourages customers to consider the long-term benefits and the quality of what they’re bringing into their homes.
“Take perfumes, for example,” she says. “Ours are no more expensive than something from Chanel, but they’re free of harmful chemicals. Cleaning supplies might cost a couple of dollars more, but they’re safer for your family. And some of the cleanest options can be made at home with simple things like baking soda or apple cider vinegar.”
Packaging is also part of the equation.
“Most of our skincare lines are in glass instead of plastic,” Vasileff notes. ‘If a product sits in plastic, some of those chemicals can end up on your skin. It’s a small detail most people don’t think about but it makes a difference.”
A lifelong journey
Vasileff’s passion for healthy living started early. Growing up in Soddy-Daisy, she gave up meat at age 11 after a Lent commitment and never looked back. Spending time with her best friend’s mother, who embraced a holistic lifestyle long before it was mainstream, set her on a path of self-education.
She was also lucky to have supportive parents, she adds.
“When I wanted to start Southern Squeeze, my dad said, ‘Do it.’ He and my brother helped with construction, a family friend pitched in with funding, and my husband’s family bought our first juicer. We had a lot of people who believed in us.”
For Vasileff, opening The Living Well isn’t just about selling products – it’s about enabling people to make meaningful changes in their lives.
“If one person comes into Southern Squeeze or The Living Well and leaves feeling better than when they arrived, that’s what matters,” she says. “There’s a ripple effect that happens when people feel better. That one change can influence family and friends.”
In a world where toxins are everywhere – hidden in food, clothes, cleaning supplies and skincare – Vasileff wants to offer Chattanooga an alternative: a place where wellness feels practical and personal.
“Take a moment to evaluate what you’re putting in, on and around your body,” she suggests. “You don’t have to do everything at once. Start with one thing. That one thing can change everything.”