Wile

Co-founder of this vanguard midlife wellness & perimenopause brand

Launch Sept 2021. Exited Jan 2023.

Category: Supplements & functional beverages • Perimenopause • Mental wellness
Roles: Co-Founder, Creative Director, Chief Brand Officer (1.5 years) & CMO (1.5 years), Community Builder & Storyteller

The situation

Midlife women and women’s health have been ignored, erased and made into punchlines. Most women and their doctors know very little about how hormones effect women after 40, even before menopause hits.

We were powerful first-movers in this growing areas, with a line of naturopathic-formulated supplements, tinctures & functional drink mixes.
* Venture-backed including Serena Williams’ Serena Ventures, Springdale Ventures & Coyote Ventures

* Recognized in all major media outlets including for creating the “aesthetic of the movement” by Fast Company.

* Got national rollout in Whole Foods within 6 months of launch. Initial launch was via Grove Collaborative and DTC.

Reframe midlife as a time of power and draw women into awareness of the stress & hormonal changes unique to midlife with an intriguing, knowing voice and beautiful branding that felt more like elevated beauty or boutique wellness.

Target women 40ish - 60ish (not older, like most brands).

Voice of “a spirtual warrior after 1.5 glasses of wine.”

Hit topics like midlife body image, plastic surgery, menopause in the US, aging ambivalence and loneliness vs just hot flashes or symptoms. This built an opinionated community and spirited debates that deftly managed hot topics and turned critical comments into traffic-drivers.

The strategy

Key ideas:
40 is the new 40.
It’s your power. Take it.

Candor, wit, style and elevated POV drew the attention of celebrities like advisor Stacy London, Jennifer Garner, Gabrielle Union, and opinionated, inquisitive women everywhere.