That product became BESTIES, a functional+ mushroom supplement company that wants to reshape the definition of self-care. Finkle wants BESTIES to acknowledge that modern life can be overwhelming without suggesting that the women navigating it should feel any degree of shame. Finkle has spent her career identifying unconventional ideas before they became widely accepted. It presents mushrooms not as an extreme lifestyle choice but as one possible component of a modern wellness routine. Finkle’s larger goal is to build a brand for women who want to feel supported without feeling numbed, altered, or taken out of their lives.