The brand is harnessing holistic messaging and super ingredients such as magnesium to turn its goal of active self-care into a reality.
Seeing a need for change in both her own life and the cultural consciousness at large, Morimoto embarked on a decade-long journey filled with yoga, intuitive eating and much-needed rest in order to reconnect with herself and attain a healthy work-life balance.
The brand’s range remains affordably priced because, as Morimoto puts it, “Everyone should be able to take care of themselves well, and with good ingredients.” “We’re a women-led team, we’re 60 percent people of color, and we’re diverse in a lot of other ways,” said Morimoto, noting the importance of having an inclusive team when seeking to cater to a diverse consumer.
“Two out of three of us are deficient in magnesium and don’t even know it. We put [magnesium] in different formats — sprays, lotions, soaps — that way you can use it anywhere you want to on your body, in any format you desire,” said Morimoto, adding that combining the ingredient with other actives such as menthol provides effective pain relief.
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