How Stephanie Morimoto Built a Wellness Brand So Good Venus Williams Invested

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By Ethercycle LLC, Kurt Elster, and Paul Reda. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Stephanie Morimoto is the owner and CEO of Asutra, a natural beauty company so good that customer Venus Williams approached them to get involved.

Asutra offers over 50 organic, natural products – from natural solutions to help with pain relief and sleep to skincare to bath & body – for people who invest in self-care.

Asutra is woman-owned and women-led; 77% of their team are people of color; and 100% of their staff would recommend Asutra as a great place to work.

Key Takeaways:

  • How a "luck sail" led to the purchase of Asutra
  • Why she shifted from Amazon to DTC on Shopify
  • The double edged sword of selling in national retail chains
  • The unexpected way Venus Williams got involved
  • How a social mission impacted their hiring process

Stephanie is an enthusiastic board member of Equality Illinois, which advocates for LGBTQ rights; and Naturally Chicago, which creates an ecosystem for natural products companies to thrive. In her spare time, she’s an avid urban gardener who grows everything from tomatoes to lilacs.

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