It’s hard not to love viral sensation Emily Morrow, better known by her social media handle, ReallyVeryCrunchy. While her humorous sketches with her reluctant (but likely only on camera) husband, Jason, portray an elevated and semi-satirical version of what it’s like to be a crunchy family in a world of fast food and toxins everywhere—off-camera it’s safe to say, Morrow is definitely crunchier than most. And while those who also live a crunchy lifestyle will relate to her references to elderberry syrup and why walking into a room with plug-in air fresheners immediately causes an anxiety attack, there is truth in her humor beyond the ABCs of VOCs.
With nearly 3 million followers across most social media platforms including Instagram, TikTok, Facebook, and YouTube, Morrow took her talents offline in 2024, with the launch of two books, a memoir and advice book titled Really Very Crunchy: A Beginner’s Guide to Removing Toxins From Your Life Without Adding Them to Your Personality and a children’s book called Little Helper, Big Imagination.
And unlike most creators who build a following and start living a lavish lifestyle, Morrow accurately dispels the myth that living in a crunchy home has to be expensive. I recently spoke to the social media star about why the crunchy life is far more attainable than many people think.
Working With A Budget? Skip the Fast Furniture And Head to Your Local Thrift Store Instead
Morrow is not a fan of fast furniture because it often contains toxic chemicals. However, that doesn’t mean furnishing a crunchy home needs to break the bank. A little bit of patience and persistence can go a long way. “You can find super quality, beautiful, clean pieces if you’re just willing to wait and hunt for them,” she reveals.
The content creator also notes that crunchy and thrifty often go hand in hand because it’s a more sustainable choice. Still, she is very realistic. “But also they just don’t make things the way they used to. You can find a wooden chair at the thrift store for approximately $15, maybe even less. One time, I purchased a whole set of beautiful wooden chairs, four for $2. But they needed to be reupholstered. And then I reupholstered the seat using an antique hand-woven wool rug that had a hole in it that I got at an estate sale, and they turned out so beautifully.”
The cost of the rug? Just $25. “Something like that would have been thousands upon thousands of dollars at a place like Restoration Hardware, and the seats would have been treated with forever chemicals to make them more stain-resistant.”
Trade Up, But Make It Eco-Friendly
Morrow confesses that she’s notorious for wanting to upgrade almost immediately after buying new (or at least new-to-her) furniture. It might even be her toxic trait. “We’ve been married for fourteen years, and I’ve had seventeen dining room tables because I’ll find something I like and then I’ll just resell it when I find something I like better. It keeps things interesting.”
Whether it’s a piece of furniture or decor from a thrift store, Facebook Marketplace, or an estate sale, Morrow believes anyone can find what they’re looking for. She calls the process “slow upgrading.”
Choose Natural Materials
The creator suggests always choosing furniture and decor made of natural materials, such as wool rugs or cotton over polyester or other synthetics. “If I’m looking for a rug, wool rugs are abundant, especially if you’re willing to take your time and look. In Kentucky where I live, you can find them pretty cheap. I recently found a beautiful hand-woven wool rug that was clean, and it was only $100.”
Avoid Painted Furniture
A hallmark of the crunchy lifestyle is avoiding toxic chemicals, which makes painted furniture a big “no” in the Morrow house, especially if that paint is chipped. “I know that chipped look is really beautiful, but for my family, I just have picked not to keep that in our home.”
One problem, especially when buying secondhand furniture, is that the paint can contain lead or other toxic heavy metals. Morrow tells me it’s best to use a lead testing kit to ensure safety.
Avoid Toxic Chemicals
Another big no for Morrow is furniture with flame retardants and PFAS (perfluoroalkyl and polyfluoroalkyl substances). “These sorts of chemicals are linked to cancer, reproductive issues, asthma, and hormone and endocrine disruption,” she says. “But companies still do it because they want their furniture to be stain-resistant [which can also be labeled as] performance.”
Dr. Hayley Goldbach, MD, board-certified dermatologist and nontoxic lifestyle expert says Morrow has the right approach. “Chemical flame retardants are often added to furniture, often in the foam or fabric- to make it less flammable. The reality is that it’s unlikely to make a big difference if there is a serious fire. Furthermore, lots of fabrics such as wool are naturally flame-resistant.”
Dr. Goldbach tells me, this isn’t just the belief of crunchy people, but rather something that should be of concern to everyone. “According to the National Institute of Environmental Health Sciences, adverse health effects may include endocrine and thyroid disruption, immunotoxicity, reproductive toxicity, cancer, and adverse effects on fetal and child development and neurologic function.”
Still, avoiding all furniture with chemicals can be very challenging. This is why secondhand is often the better, crunchier option, as many of the VOCs have already been aired out, making them less likely to be a problem.
However, Morrow understands that, especially as a mom, “the hunt” is not for everyone. Sometimes, convenience is key. “There are always options out there if you don’t like shopping secondhand or if you can’t find something that suits your style.”
When Buying New, Look For Third-Party Certifications
When it comes to buying new furniture, Morrow recommends looking for non-toxic certifications such as Greenguard Gold, OEKO-TEX, and FSC. “Even places like Pottery Barn and West Elm are offering nontoxic lines because I think companies are becoming privy to the fact that people want to make healthier choices for their family. I also like Medley. They have beautiful couches that are all clean.”
Dr. Goldbach also advises looking for third-party certifications. “These are very important because in the absence of legal standards or regulations (like making PFAS in furniture illegal, which I wish they would do), we need a way to know if companies are telling the truth about their products. Labels like sustainable or nontoxic don’t carry any legal weight so we rely on third-party certifications to set standards for products. But there is a limit to these certifications—they don’t mean a product is safe.”
But Sometimes It’s Okay To Go Semi-Crunchy
While Morrow’s character is crunchy to the highest degree, in real life, the mother of two is okay with going semi-crunchy on occasion. (Her fans have even spotted her out at a chain restaurant on occasion, which is something the Emily from her sketches would likely disapprove of).
Over the summer, she even purchased a brand-new bed, something she hadn’t done in a very long time. “We were doing an ad for an organic mattress, and I wanted it to look really beautiful and have mass appeal. I wanted the bed to look really beautiful and for everyone to like it,” Morrow explains. “Sometimes antiques or thrifted things… it’s a very specific style choice, and I just wanted it to look striking with the organic mattress for the ad.”
The creator also bought new bedding and throw pillows for the sake of aesthetics. However, she ended up making her own curtains, which is pretty impressive. Still, the look wasn’t quite her vibe. “It just doesn’t look as storied, you know, because, like, the frames look way too new and squeaky clean. It’s not my style. It’s too matchy-matchy and doesn’t, it doesn’t look right to me. It just doesn’t have the same depth.”
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