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It’s not every day that you can order expert-approved face masks and powdered superfoods from the same place. But at Golde, it’s actually a possibility. Co-founders (and fiancés!) Trinity Mouzon Wofford and Issey Kobori sought to create a brand that could serve as a wellness one-stop-shop. A place that would be accessible in terms of cost and appeal to everyone. Because glowing skin and good health is something we all need.
When Mouzon Wofford talks about why she started Golde, she kind of paints a picture of the two extremes she sees encompassing the wellness industry: crunchy hippie granola types on one hand and exclusive luxury lines on the other. She didn’t feel like either really suited her lifestyle, so she and Kobori launched Golde in 2017 to provide easy and natural superfood-based beauty and health products at reasonable price points.
The inspiration for Golde wasn’t just about breaking up the exclusivity the founders saw in the wellness sector, though. Growing up, Mouzon Wofford watched her mom treat her own rheumatoid arthritis with holistic medicine, which led to good results but made her go broke at the same time. Knowing the powers of anti-inflammatory and antioxidant-rich foods like turmeric and matcha, they wanted to make them palatable for people who don’t usually feel as though the wellness industry is open to them. Part of that process was building a fun brand that demystified these ingredients. The website makes it easy to understand why these ingredients are good (fermented cacao is mood-boosting; papaya is a natural exfoliant! turmeric enhances the immune system!) and sends the message that you didn’t just have to finish a yoga class to enjoy a turmeric latte.
Turmeric, cacao, papaya, matcha, mango, and marshmallow root are just a few of the superfoods Mouzon Wofford and Kobori use. And for all of Golde’s products, all you have to do is simply add water and you get everything you need: purifying and brightening face masks and immunity-boosting beverages. The superfood powders aren’t just great for everyday turmeric or matcha lattes—Golde’s website is stocked with fun and easy recipes like matcha-strawberry popsicles, golden chia pudding, and cacao chunk cookies. You can even get a charming look into the partners’ relationship in a matcha-latte tutorial on the brand’s Instagram.
Tell us about yourself and your business.
My name is Trinity Mouzon Wofford, and I’m the co-founder of Golde, a Brooklyn-born health and beauty brand powered by superfoods. We make everything from superfood latte blends to face masks made with real mango and papaya. I teamed up with my high school sweetheart (now fiancé!) to launch Golde in 2017. We self-funded our business for over three years and are now a small but mighty team of six!
And if you had to sum up your business in five words or less?
Superfood wellness for all!
What inspired you to start your business?
Golde was really inspired by my own experiences as a consumer in the wellness space. I was feeling really caught between the sort of “crunchy granola” stuff I’d grown up with in upstate New York and this new wave of prestigious offerings that felt pretty out of reach. We believed that wellness should be fun, easy, and accessible, and that’s still the mission behind the brand today.
How have social-distancing and stay-at-home orders affected your business? How have your priorities shifted?
With quarantine, we actually saw a pretty major increase in demand for our products. More folks were looking to build their at-home self-care routines, whether that’s an iced Pure Matcha latte or masking with Papaya Bright, our all-natural exfoliator. We’ve always been extremely community-driven, and now we’re especially leaning into digital opportunities for connection. We held a matcha-loaf baking class on Zoom earlier that was such a blast.
What are two to three of your favorite brands you like to support and why?
I love to support indie brands where the founders are deeply embedded in the business, from operations to design. It’s a challenging path, but it’s so rewarding. Some of my favorites are Supernal (the best face oil ever), Chidoriya (an incredible Japanese-inspired skincare line), and Mondo Mondo (makers of my favorite perfume, Cowboy).
What has been your proudest moment as a business owner?
I have an automated thank you email that goes out to every single customer who places an order on the site, and they can respond to it and have a dialogue with me if they want to. Reading the words of encouragement and gratitude every day is continually my proudest moment as a founder. At the end of the day, you do it for your customers and your community.
Up next, these two celebrity stylists want to simplify how you get dressed.
