Welcome back to the show, it’s Doone here - your host and hype girl. This episode came from a really beautiful beginning that I want to tell you about. And you might know what I’m talking about if you follow me on Instagram.
So a few months ago I posted out of desperation for help - about this crazy messed up period that I had which gave me hours of severe back pain and vomitting and everything else. Absolute period from hell. But the beautiful thing that came out of this experience is that I had hundreds of people reach out to me with their stories and advice and recommendations and funnily enough a guy I know, Justin Silver, popped into my DMS recommending that I meet the founder of Elix, Lulu Ge.
Now Elix is is the first digital platform to use modern technology to personalize Traditional Chinese Medicine (TCM), by combining time-tested knowledge, medicinal botanicals, and clinical research to empower self-healing. It’s ben built on the principle that menstrual cycles are a vital sign for our overall health, and Elix formulates pure and potent liquid herbal extracts clinically proven to treat hormonal imbalances that are the root cause of painful and life-disrupting symptoms. Beyond herbal treatments, Elix is committed to breaking women’s health taboos and bridging the gap in healthcare knowledge through community events and their content vertical The Wisdom.
So this conversation comes from a pretty special place for me as someone suffering in this space - and I learned a lot from Lulu about how she’s built her business. We talk about:
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Using an accelerator as a launchpad
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Building a product with word of mouth inherently built in like wild fire
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Creating a business rooted in heritage and culture and using that as your core content marketing strategy
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And Lulu’s advice for founders
If you ever want to chat period stuff feel free to slide into my dms on Instagram, I am deep in the journey right now and I’ve shared all the insights that I received as a big juicy highlight.
As someone who’s been affected by these issues, my conversation with Lulu was especially enlightening. We touched on a variety of topics, including her journey in building Elix, the importance of word-of-mouth marketing, and the role of culture in shaping a brand’s narrative. Here’s a deeper look at what we discussed.
The Journey to Elix
Lulu’s path to creating Elix wasn’t a straight line. After spending a decade in corporate consulting and then transitioning to the fashion industry, she found herself burnt out, over-caffeinated, and battling health issues. It wasn’t until she experienced the aftermath of going off hormonal birth control that her struggle with periods truly began. As her body began to fail her, she realized that many women were too embarrassed or afraid to discuss their menstrual health, often blaming other factors when they called in sick.
In her search for relief, Lulu discovered the potential of Chinese herbal medicine and realized that personalized care was key. Inspired by her experiences, she thought, “If I could analyze customer data in the fashion industry, why can’t I apply that to healthcare?” This idea led her to enter a startup competition at Wharton, where she began to piece together her vision for Elix.
Turning Ideas into Action
With the help of a traditional Chinese herbalist—who happened to be a friend of her grandfather—Lulu conducted extensive research to develop personalized formulas based on individual patterns. The excitement around her beta site, periodpainfree.com, showed her that there was a significant demand for this kind of service.
Despite facing numerous challenges—especially during her quest for funding—Lulu's persistence paid off. She met with over 90 investors, mostly white, middle-aged men, to discuss women’s health and the efficacy of Chinese medicine. But with hard work and determination, she secured funding and launched Elix with a community-driven approach.
Community Matters
A major turning point for Elix came with the launch of a 200-person event designed to spark discussions about women's health. Just as the excitement was building, the pandemic hit, forcing a pivot to virtual engagement. But Lulu found a silver lining: authentic conversations with her community became the cornerstone of growth, with 50% of it stemming from word-of-mouth.
Through partnerships with health practitioners and the establishment of an advisory council, Elix has created a safe space for those seeking wellness advice. Their Q&A board offers wellness inspiration and tips, fostering a sense of community and support.
Breaking the Silence
One of the unique challenges Elix faces is the societal stigma surrounding women’s health. Many women feel gaslit and unheard, often accepting their pain as a normal part of life. Lulu emphasized that the competition isn't just other brands; it’s the ingrained belief that suffering is something to endure quietly.
To combat this, Elix encourages open conversations, inspiring women to support one another and normalize discussions about their experiences. In a polarized world, fostering unity around shared struggles is vital.
Words of Wisdom
Lulu’s journey has not been without its ups and downs. Her advice for aspiring founders? Build something that you’re passionate about—something that truly needs to exist in the world. Expect the rollercoaster of entrepreneurship, and be prepared for the lows. Self-care is paramount; nourish yourself and prioritize your well-being.
She highlights that from a young age, women are socialized to support others but often neglect their own needs. It’s time to shift that narrative and learn to advocate for ourselves, just as we do for our friends.
Conclusion
Lulu Ge is at the forefront of a much-needed change in how we view and address women’s hormone health. With Elix, she’s not just creating a product; she’s building a movement that empowers women to reclaim their health narratives. If you’re navigating the challenges of hormonal health, know that there are communities and resources out there ready to support you—just like Lulu is with Elix.
As always, let's continue these conversations and support one another in our journeys. Until next time!
