“It was wonderful to understand that there was so much you can do
when you can just figure out if you set your mind to it.”
— Celine Ivari (Co-Founder & CEO, WholyMe)

Today’s guest is Celine Ivari, Co-Founder & CEO of WholyMe, a company focused on delivering the healthiest, effective relief solutions for an active lifestyle. Along with Co-Founder & COO, Quitterie de Rivoyre, Celine is on a mission to empower people to make the best decisions for their well-being and the planet.

Before co-founding WholeMe, Celine co-founded and operated Meshkati hair center— a high-end hair loss clinic in London. Celine holds a Master’s Degree in Genetics, and worked in the medical educator sector, helping big pharmaceutical companies launch new medicine globally.

Celine possesses an incredibly mature and youthful approach to leadership, building a sustainable business, and placing customers at the center of all commercial efforts. Any founder, whether seasoned or emerging, will enjoy listening to her speak! :)

“If you believe in yourself, and if you have faith in your project and your ambitions, and the bigger mission, then you can weather every single storm.”
— Celine Ivari

Highlights

What does it mean to be powerfully caring??
Building a complete customer-experience that is much greater than any product.
Leadership and rapid learning— clarifying a mission that is much greater than the challenges that come with it!
A simple and powerful co-founder feedback practice (Hint: it’s not just about what you say!).
Self-care as a selfless act.

Transcript

Celine Ivari

Thank you so much for having me, it's really nice to be here. So I am one of the co-founders of WholyMe. We're on a mission to revolutionize our approach to well-being currently offering highly effective, clean solutions for everyday stresses, aches and pains. So everything we offer is our organic certified clean, natural products that are backed by scientific evidence to immediately have enough on general well being.

Jon Low

Thank you. Really well said, and my understanding is WholyMe is a relatively new company in brewing, but your experience as an entrepreneur, and as a business developer, spans a much longer timeframe. Can you tell us a bit about your background as far as you took to get to where you are today.

Celine Ivari

Sure. So, I am a scientist, I studied genetics of human disease and AI and human biology before that. I then went on to work in the medical education sector helping big pharmaceutical companies launch new medicine globally. And then I left that to join my family and set out what I consider to be my first entrepreneurial journey with Meshkati hair center, which is a high-end hair loss clinic in London. And I did that for a couple of years and then WholyMe really stemmed from, from a personal experience in how stressful lifestyle can impact well being. And the lack of solutions really.

As a geneticist, I've always known that environmental factors and your lifestyle have an impact on your health, your odds of recovery and an onset of any condition. And I've witnessed this with my family and my mother whose stressful lifestyle had an impact on her health. And I really wanted to make a difference in taking a holistic approach to well-being, so as to have a different approach to general stress, aches and pains because I feel like today, people that have any ache and pain will turn to a medical solution to painkillers, to drugs that do have side effects, and they do compromise your long term health.

And thank god they exist for a lot of medical conditions, but they shouldn't be used for everyday aches and pains that are inherent to your lifestyle. Those really should be resolved by natural, highly effective solutions that can be just as effective but will never compromise your long-term health. And that's really where WholyMe comes in. We choose to change people's behavior, and educate them on solutions that will help them so that they steer clear from solutions that are medicine or when they don't need a medicinal solution and manage their stress and everyday aches and pains with solutions that won't ever harm them.

Jon Low

So, thank you. So we wow and, you know, and the brand WholyMe. You know, that statement has a double meaning. I would love for you to share a bit about how you came up with the brand itself. And how you did that to pull together really the philosophy of what you and WholyMe and the team stand for.

Celine Ivari

Yeah. So I think what Quitterie and I both really wanted from the beginning for WholyMe is for it to be a reflection of our own identity so that we always stay true to who we are as co-founders. And that I think what brought us together because we were friends before being business partners, what really brought us together and is defining of our personality is that we're both what we like to say is we're powerfully caring. We truly care about our mother's well being which was really at the source of a lot of research we had done at the beginning, and of our friendships and of the planets and of absolutely everything.

So, WholyMe the name is a play on words between Holistic Health which encompasses several aspects of well-being in order to be in good health, Holistic and taking the whole individual into consideration. So it's the wholeness of one person and a holistic approach to the person and it’s true to our core and our DNA. We want to just do good and affect people's well being in healthy ways. But also, we make sure this is true from our production from how we source things, making sure we are fully sustainable, that we're very present and relatable, down to little things like our packaging has a cell phone number on all of them so people can easily reach us.

You know, send us a little WhatsApp if they have a question. You know, we ask people to reach out to us and that we're so much more than just products. We're really there for people we're present. And we will take the time to listen and continually find solutions that are valuable to people's lives and people's well being so you know, the more you share the more we'll be sure to create value for you in our as we grow WholyMe— always hearing people and what they need. I hope that answers your question.

Jon Low

Thank you for doing it very well. And, and you know, as of recently, what are some of probably some of this pleasantly surprising uplifting or feedback you've gotten from customers, partners or people in the ecosystem that have kind of, you know, continued to support or ‘fuel your fire’ in what you do?

Celine Ivari

Honestly, that's exactly the right words, “fuel our fire.” Hearing testimonials, customer feedback... it's been surreal. We actually did a survey before we even branded so this is something that's completely unbranded only the formulas before we even went fundraising to make sure we were really bringing highly effective solutions to market. Our first product is a topical balm containing only botanical ingredients that have scientific backing for their soothing properties. And before we know, we decided to quit our jobs, quit everything to go all in and we were like, you know what, let's test this with more people because you know, your mother is always going to love what you do.

So, we did do that. And we had 200 people buying our products word of mouth without a website with nothing. We sent them questionnaires after and we had 95% people writing that it was highly effective, feeling localized relief 10 to 15 minutes post first application. So, we knew we had something tremendously powerful and that really fueled us to take a jump and do what we wanted to do.

And then today, you know, we received our fully branded beautiful pack products about three weeks ago. So we're taking the time to be true to our core and constantly send emails, asking them to get on a call with us so that we really understand who they are, what value we're bringing them and how to best address their needs.

Actually, today I had a call with one of with two of our customers and it was wonderful, you know that a lot of them are very athletic, very fitness oriented. And that comes inherently with a lot of pains, aches and pains. And these are people that you know, they will have heard from other athletes and have tried the product and love it and you know, they're telling me, I'm able to push my performance better. I'm having less aches, sleep better, I wake up with more mobility. I feel better and so I feel the relief immediately.

Plus it's an extremely pleasant user experience. I'm used to overheating balms or you know it doesn't have a nice smell or it's greasy or it's sticky. This is this is such a pleasant self care moment that you want to do it daily. You know, it's sort of a self care indulgent moment where you want to carve out time.

The person that we're talking to said, I'm really frustrated with myself when I don't apply daily. And I love that it's really answering a need and that really fuels us where we're rated excellent on trustpilot. We've already over 55 reviews, I think, rating us as excellent— people using it from different ages for different means. But all but the common response that they're delighted to have found something so effective but completely natural. And that really fuels us.

Jon Low

That's wonderful to hear. And well and all in quite an intense short period of time. And so, you know, venturing out into, you know, this territory of co-founding and running your own business. You know, I'm sure you've had your hands full of the past a year plus. What are some key learnings you had about probably yourself and other people throughout the process that have grown both you as a co-founder, but also you know, grown you and the team?

Celine Ivari

So we are led by two co-founders and we actually had started employing before COVID. But sadly, we're unable to continue that. So COVID did have quite a big impact on our business growth and our strategy. But I think I would say that I learned to be extremely agile, just figure things out yourself, make things happen. And I loved learning that about myself. It's been a huge growth experience.

And it's very satisfying to know that for so many things, you don't need an education on it. You don't need, you know, to have studied finance and work in finance for a very long time to understand, you know, how to go fundraising, how to do a business plan and all of that. You don't need to have studied marketing to understand how to do some data analysis and that and do your go to market strategy. It was wonderful to understand that there was so much you can do when you can just figure out if you set your mind to it.

And I love learning that and then I guess one thing I would say is I mean, I feel very blessed to have a co-founder I with Quitterie. But it's mostly, you know, truly wonderful to have a business partner that has the same vision and same motivations as you, that you can exchange with. And every day, that's a growing process, you know, learning to communicate together to be extremely transparent with each other, to give each other the chance and the tools to evolve, because it's not like you're in a setting where you have bosses and you have, you know, corporates structure to help you grow, you have to make your own growth.

And I think we really help each other to do that, you know, like, if she's doing something great, or if I'm doing something great, we'll make sure to acknowledge that and tell her you know, this is why this partnership is wonderful, because you're great at this. And that, what, that's what brings us together.

And then when something's wrong, you know, she won't hesitate to tell me that you could improve this way or that way. And we tried to put in strategies, you know, Maybe to make this a safe space to communicate transparently and give each other feedback.

We have feedback sessions once a week. And those feedback sessions when I or she is giving the feedback, the other is not allowed to respond. So, there's no defense mechanism, there's nothing, it's just take it. And that's it. And I think that actually helps make it a safe space to say whatever you want to say without having someone react to it on the spot. So all of these things have been wonderful, I would say.

Jon Low

That's really nice. Thank you for sharing that. Do you think there's anything in your previous life prior to WholMe that could have even prepared you for what happened in March?

Celine Ivari

You mean with COVID? I don't think anyone could have been prepared for COVID. And, and I think Quitterie and I actually have always tried to be super thorough and prepared for absolutely everything, you know, and think about everything— worst case scenarios, and every contract we would sign we would check, you know, what are the terms. But, you know, the term of if there's a global pandemic, what happens that sort of like never really on your radar, I think it will change for everyone. But I don't think there's anything that really prepares you for that kind of challenge.

I think you need to be agile and you need to be very strong and have a strong backbone and really believe in yourself. And if you believe in yourself, and if you have faith in your project and your ambitions, and the bigger mission, then you can weather every single storm.

I think whatever comes to you, you will be able to weather you know, if what your mission is, is greater than everything else. And so that will give you the persistence, the flexibility, the pivot, the whatever you need to make your mission come true. Although this is a very early phase, maybe you can ask me this question in a few years, but that's how I feel today.

Jon Low

Well, we'll try to remember that. Yeah, thanks for sharing that. And, you know, as I understand you are two co-founders, you have a small team and it will likely grow. What qualities have you stressed or sought for in finding partners or people who work on the WholyMe team? And partners meaning whether an ambassador, or you know, investors, it could be advisors or even full time staff? What are some of the traits yourself and your co-founder have really dialed in on?

Celine Ivari

So, you know, a lot of our values stemmed from being powerfully caring, so it's about being empowering. And by that, we mean providing people with the information to make empowered decisions for their own health and well-being and also being extremely transparent and that sense being very sustainable. Because caring for you goes hand in hand with caring for the planet.

And, you know, being close to people being community driven, all of those values are inherent to WholyMe and really stem from, “What does it mean to be powerfully caring?” And in that we try to look for this with every partner, whether it's a manufacturer or supplier, a branding agency or a marketing agency, whether it's our lawyers or our, you know, accountants or our investors, whoever it is, we want people that are aligned in our identity that really believe in us and believe in this approach, and genuinely want to do good and be good because it makes it easier to work that way.

It makes it easier to reach your mission that way, and to be with people that share your values. At least you can be sure that it will be at the end, the result the consumer will feel, you know, you're your people who buy into your brand. And for that to be true, it needs to be true everywhere, particularly when a big part of your brand is being empowering and transparent. And if I'm going to share absolutely everything without shying away from anything that I need to be sure my partners are aligned in that mission.

Jon Low

Thank you. I think that's a wonderful way to say it and as we're hitting for time now, is there anything else you'd like to share or for viewers to know before we sign off?

Celine Ivari

Just that, you know, if you ever feel stressed, if you ever suffer from anything, if you just want someone to talk to, you can always reach out to WholyMe and take time for yourself in return. Just carving out some time to care for yourself for your well being will make you better at everything else in life. So, even if it seems selfish, do it because it's actually very selfless. It's the thing that will define how much you can be there for others and how well you can perform in your own career.