Why We Lost It, Why It’s for Everyone, and How It Enhances Daily Wellbeing.

Although using herbs for healing may seem foreign to many in the West, until the 20th century, it was the cornerstone of medicine—not an alternative practice, as we often label it today. In fact, herbs and natural therapies remain the foundation of healthcare in countries like India and across Asia, where Ayurveda and Traditional Chinese Medicine (TCM) have flourished for thousands of years. So, how did we lose this ancient and powerful knowledge?

I believe we’ve lost more than just remedies; we’ve lost an entire worldview of what healing truly is—an understanding that came directly from our relationship with plants and the natural world. This knowledge, cultivated over centuries, needs to be rekindled in the West now more than ever.

In this exploration, we’ll uncover how profit-driven motives and a shift toward rigid, black-and-white thinking contributed to the erasure of herbalism. Yet, it’s crucial to recognize that we can appreciate the advancements of modern healthcare while also leaning on the wisdom of plants. After all, if you’re bleeding out, by all means, head to the hospital, but for a common cold or a mild ailment, why pay $200 for a visit when you could harvest healing herbs for free?

But why did these traditional practices survive in other parts of the world while they faded here in the West? What sparked this divide, and how did we fall into a mindset of disregarding centuries of herbal knowledge? Though the history may be frustrating and complex, let’s explore why we lost our connection to plant medicine and how we can reclaim it.

The Fall Of Herbalism In The West 

Before the 20th century, healthcare in the United States looked very different from what we know today. There were few regulations, hospitals were often charitable institutions, and there was no corporate funding. Herbalism, homeopathy, eclectic medicine, physiomedicalism, chiropractic, and other alternative therapies were widely practiced and accepted as legitimate forms of treatment. However, by the dawn of the 20th century, profound shifts were underway that would change the face of healthcare forever.

In 1907, a pivotal figure named Abraham Flexner was tasked with surveying and evaluating medical schools across the U.S. and Canada. This investigation was commissioned by the Carnegie Foundation and funded by the Rockefeller Foundation. The Rockefeller family, in particular, had grown immensely wealthy, owning up to 90% of all petroleum refineries in America. With this power, they began funding scientific research to explore the potential applications of petrochemicals, creating a new wave of interest in industrial and chemical-based medicine.

Many historians argue that for John D. Rockefeller, healthcare was not a matter of public well-being but an opportunity to create a monopoly. The burgeoning pharmaceutical industry was ripe for development, and one thing became clear to Rockefeller: plants and natural remedies could not be patented, but chemicals and pharmaceutical products could. This fueled his growing interest in biomedical medicine—a system based on chemical compounds, synthetic drugs, and the scientific method. He saw this as the future of medicine, and if he could control the science behind it, he could control the entire industry.

Flexner became an ideal ally. A reformer and educator, Flexner studied European medical practices and was particularly drawn to the German allopathic medicine model—what we now consider the foundation of modern Western medicine. He viewed many of the alternative medical practices of the time, such as homeopathy, herbalism, eclectic medicine, and physiomedicalism, as unscientific and quackery. In his view, only the scientific, laboratory-based approach to medicine was credible. His biases aligned perfectly with the Rockefeller Foundation’s push for a biomedical monopoly.

When the Flexner Report was published in 1910, it became a turning point for medical education in the U.S. Flexner’s recommendations called for rigorous scientific training in medical schools, the closure of many schools that taught alternative therapies, and the standardization of education according to the biomedical model. As a result, it is estimated that 80% of alternative medicine schools were forced to shut down or dramatically alter their curricula. To make matters worse, there were racist and sexist motives behind the decisions of what schools remained open. Furthermore, this employed biomedical model meant costly medical education, leaving medicine a practice only the wealthy could afford. In contrast, rural wisdom keepers of traditional medicine were considered inferior. 

Pharmaceutical companies, backed by the vast wealth of men like Rockefeller, began to grow in influence, creating the foundation for the modern healthcare industry as we know it today. Before the rise of the pharmaceutical industry, apothecaries played a vital role in dispensing herbs, folk remedies, and potions, often tailored to individual needs. However, regulations governing the sale of medicines became stricter. This, in itself, was a positive step in protecting the public from dangerous or unproven treatments. However, this new standard made it increasingly difficult for herbalists and apothecaries to operate within the growing regulatory framework. Herbs were seen as unregulated, making it hard to prove their efficacy in a way that could satisfy emerging medical regulations. This led to a rise in distrust toward herbalism, with many in the medical establishment considering these practices as primitive or even dangerous compared to the precision of biomedical medicine.

As synthetic drugs became more prominent, herbal medicine began to fade, especially in rapidly growing cities where the biomedical model took hold. In these urban centers, the Industrial Revolution brought about an explosion of medical technology, and pharmaceutical companies capitalized on the ability to mass-produce standardized drugs that could be marketed to a broader audience. These new medicines promised more consistent results and could be quickly packaged, sold, and prescribed by doctors, further cementing their place as the gold standard of modern healthcare.

A critical piece to this story is worth mentioning: many synthetic, standardized drugs that chemists began developing in the early 20th century were derived from plants. What pharmaceutical companies did, however, was isolate specific active compounds from these plants, such as salicylic acid from white willow bark to create aspirin, or digoxin from foxglove to treat heart conditions. In doing so, they stripped these plants of their natural complexity and synergy—the intricate balance of compounds that work together to enhance their healing properties. By isolating one compound, such as salicylic acid, they missed the broader, holistic potential of the whole plant.

Despite this reductionist approach, plants have always been at the heart of medicine. Even as modern pharmaceuticals have dominated healthcare, the origin of many synthetic drugs lies in the ancient knowledge of plant medicine. The story of herbalism may have faded from the mainstream, but the plants themselves have never left the picture. They remain the foundation of modern medicine, albeit often viewed through a fragmented, narrow lens.

The Herbal Renaissance

Though the rise of biomedicine pushed herbalism to the margins, it never truly disappeared. Despite the medical monopoly created by pharmaceutical dominance, people’s desire for natural, holistic healing remained strong. By the 1970s, the growing dissatisfaction with the side effects, high costs, and symptom-focused approach of modern biomedical medicine sparked a resurgence of interest in alternative therapies, including herbalism. Fueled by the counterculture and the back-to-the-land movement, this period began what we now recognize as an herbal renaissance.

One key figure in this revival was Rosemary Gladstar, often called the “fairy godmother” of the herbal movement. Gladstar played a pivotal role in uniting herbalists across the country, organizing conferences, and teaching others about the power of plants. She also dedicated herself to protecting the future of medicinal plants by founding the Sage Mountain Conservation and Education Center in 1987, and later, United Plant Savers in 1994—two organizations that have become cornerstones of the herbal community. As like-minded individuals came together, the joy and passion for herbalism grew, and the movement has expanded ever since.

While urban areas embraced the growing biomedical model, many rural communities relied on traditional healing practices, often out of sheer necessity. Access to modern healthcare was limited or prohibitively expensive in these less-developed or remote areas. People in these communities turned to the time-tested knowledge of herbal medicine, relying on local plants for treating common ailments, and passing this knowledge down through generations. This was particularly true for native cultures where traditional healers continued to use plants and natural remedies as part of their ongoing cultural and spiritual practices.

Today, herbalism is making a comeback and becoming increasingly relevant in our modern world. The advent of the Internet and social media has democratized access to herbal knowledge, enabling people to explore vast resources. While biomedical medicine still dominates healthcare in the West, herbalism has gained more credibility and is being embraced by a broader audience. Modern scientific research continues to validate the therapeutic benefits of many herbs, helping to push herbal medicine into a more mainstream conversation.

Though integrating herbalism into the mainstream healthcare system will take time, the modern herbal renaissance is undeniable. From herbal supplements to natural skincare products, the power of plants is increasingly recognized in various facets of wellness. As you read this article, you’re joining a growing movement revisiting and reawakening the ancient wisdom of herbal medicine.

Why Herbalism Is For Everyone

Herbalism faded from mainstream Western culture mainly because it couldn’t be owned or patented. By nature, herbal medicine is the people’s medicine—accessible, free, and available to anyone who seeks it. Humans have evolved alongside plants for millennia, creating a deep, symbiotic relationship woven into our ancestry and biology. 

At its core, herbalism has always been a community-based practice—a medicine shared among families, villages, and societies. In its traditional form, it’s free: Anyone can harvest herbs from the wild or cultivate them in their backyard, making it accessible and empowering for everyone, regardless of socioeconomic status. This kind of healing fosters connection, not just to the plants but also to each other and the land we share.

Herbalism isn’t just an ancient tradition; it’s a living, breathing practice we can all incorporate into our modern lives. Whether it’s a cup of chamomile tea to wind down after a long day, or a shot of fire cider to support immunity during cold season, herbs offer us simple, accessible tools for taking charge of our health. We reawaken this ancient wisdom and bring herbalism back into our everyday routines. After all, it’s a practice our ancestors embraced—one we can walk back to.

How Herbs Can Enhance Your Day-to-Day 

By now, you’re probably aware of the basics: getting enough sleep, eating nourishing foods, and staying active. But what about herbs? To me, herbs are a fundamental pillar of wellbeing, yet they’re rarely given the attention they deserve. One of the easiest ways to begin incorporating herbs into your daily life is to start by thinking of them as food, since many herbs are precisely that.

From everyday kitchen staples like cilantro, thyme, parsley, and sage, to the wild greens like dandelion, chickweed, and nettle that might be popping up in your flowerbeds, these are all plants that offer much more than just flavor. They bring additional layers of nutritional value and health benefits to your meals. Take a moment to look at what you already have in your spice drawer—chances are you have some herbs at your fingertips that you can start using in new ways. That ginger powder you only used once in a recipe? Why not try it in a bath for sore muscles or tea to soothe an upset stomach? You could even make your ginger gummies for motion sickness on a plane!

Beyond cooking, herbs offer exciting opportunities for kitchen herbalism—the art of infusing everyday foods with healing plants. Try making garlic honey, fire cider, or nettle vinegar—simple yet potent creations that can be added to salad dressings, taken by the tablespoon, or used as hair rinses.

Another great way to incorporate herbs into your routine is through herbal infusions—a delicious and soothing way to nourish your body. You can start by visiting your local herb shop or grabbing a blend from a trusted brand like Avery Apothecary. One of my favorites for overall wellbeing is a mineral-rich tea, like our Mineral Tonic Tea, which supports vital nutrients in the body. If you’re feeling a little more stressed (and let’s face it, who isn’t?), a calming tea like Peace & Calm might be just what you need. These simple daily rituals bring the benefits of herbs and offer a chance to slow down and tend to your mental and physical health.

Are you not a tea person? No problem! There are countless ways to work with herbs. Tinctures are an excellent alternative, offering a concentrated, travel-friendly way to incorporate herbs into your day. Simply add a few drops of a tincture to water, and you have a quick herbal remedy on the go.

Herbs are incredibly diverse, offering endless possibilities for daily use. Whether in your food, drinks, or self-care routines, incorporating herbs is a simple and effective way to enhance your day-to-day life. So, what are you waiting for? Take charge of your health and get empowered—one herb at a time!