About Asutra

Stephanie Morimoto, Asutra CEO, smiling.

OurStory

First we bought the product.

Then we bought the company.

Our story is a little unusual and very serendipitous. In 2018, we were just a small business with good products but no real direction. That was until Chicagoan and future Asutra CEO/Owner Stephanie Morimoto’s business acumen and passion for wellness led her to us. Already an Asutra enthusiast, when she was presented with the opportunity to buy our little business she leapt at the chance. Under her guidance, we have grown into the natural, accessible, well-rounded, active self-care brand you know and adore.

And not to be some annoying name dropper, but we also have a name worth dropping: Venus Williams. Turns out Venus used (and still uses) our magnesium cream as part of her pre-game workouts and wanted to know our secrets. So much so, that she became part owner/Chief Brand Officer.

In a time when diversity and inclusion seem almost trendy, we don’t just talk the talk; we walk the walk. Our company is run not only by women but also by women of color. Actually, 70% of our employees are people of color. We are proud of our commitment to furthering the careers of people in marginalized groups.

As a brand that wants everyone to engage in active self-care, we water our roots so the fruits of our labor can feed more.

Stephanie Morimoto

Owner and CEO

Venus Williams

Part Owner and Chief Brand Officer

Asutra employees joyfully laughing and standing together.

Two women, both in Chicago Sky Women's Basketball gear, smile and pose together on a basketball court.

Asutra employees huddle together for a team meeting.

Our values

Self-care should be easy. So should team-work, accountability, quality, and satisfaction. We don’t want to give away all our secrets to success, but if you promise not to tell…

01

Build a home team from local talent

Chicago is our home; to get that home-field advantage, we must be a part of the community. We win and lose together. And uplift each other together, too. We scout talented people from areas that society often overlooks. We ask them to see our vision and, if they share it, to play for us. And often, our employees are so happy they grow our family with referrals. We also help our community by being active participants. Check out who we’ve supported recently:

02

Good choices make good products

Our products are PETA-certified cruelty free, never tested on animals, and don’t contain parabens, phthalates, petroleum or artificial fragrances. We want you to feel as great about using our products as we do!

03

Backed by science. Found in nature

Science, nature, and Asutra are three peas in a pod. Our products use ingredients that complement each other not only in how they make you feel but also how they feel (and smell, too). Like magnesium and menthol, or melatonin and lavender. These natural ingredients are also backed by science. Like capsaicin, an FDA-approved pain reliever from chili peppers.

Did you know studies have shown that magnesium is crucial to our overall health and that most people unknowingly lack it? We include it in many of our products to combat that insufficiency. Our doctors and nurses do the hard science work so you can rest easy. (And relax easy…and refresh easy…)

Our ingredients

We don’t like unsafe ingredients, so we don’t use them. We are committed to using ingredients that not only feel good, but that are also paraben-, phthalate-, and petroleum-free. Our products work so well because we keep them au naturel as possible. We don’t want gross chemicals on our body or air and we’re guessing you don’t, either.