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.

Links Mentioned

• Asutra
• Pointer Creative
• Product Recommendations: Spray Pain Away Magnesium Oil, Chill Pain Away CBD Magnesium, Menthol Pain Cream, Melt Pain Away Body Butter
• Purpose Workforce
• Web Savvy

Sponsors

• Get powerful marketing automation with Klaviyo's revenue-driving email platform
• Try Bold Product Upsell, free trial
• Save 20% on Turbo, a blazing fast Shopify theme - Use code KURT20 at checkout
• Improve your shop’s search engine ranking with Venntov SEO Meta Manager

Never miss an episode

• Subscribe wherever you get your podcasts
• Join Kurt's newsletter

Help the show

• Ask a question in The Unofficial Shopify Podcast Facebook Group
• Leave a review
• Subscribe wherever you get your podcasts

What's Kurt up to?

• See our recent work at Ethercycle
• Subscribe to our YouTube Channel
• Apply to work with Kurt to grow your store.