Trinity Mouzon Wofford deliberate to be a physician. She went to New York College to review drugs with a holistic lens, impressed by a lifetime of schooling and take care of her mom’s extreme autoimmune illness. However when insurance coverage stood in the way in which of her mom’s capability to see her physician of alternative, Wofford determined to pivot.
“It made me take into account what I wished to do in wellness and how a lot accessibility performed into it,” she says. The outcome was Golde, a superfood-driven line of wellness ingestibles and topicals that Wofford launched in 2017.
Her hero product is a set of powdered superfood lattes, which include blends of turmeric, matcha, and cacao—substances stated to assist pores and skin, immunity, metabolism, and different essential bodily features. The superfood latte line ranges from $22 to $42, with a directive to mix a scoop of powder—there are 29 servings for a 4.2-ounce bag—with scorching liquid earlier than including your milk of alternative.
(I like consuming the Original Turmeric superfood latte blend iced with oat milk and honey—it’s beautiful: one teaspoon powder, 1/4 cup scorching water, froth, and then add honey, milk, and ice.)
“I obtained into turmeric from my mother,” Wofford explains. “She was utilizing it as an anti-inflammatory. It was inexpensive however efficient. I discovered it to be so good for my pores and skin, intestine, immunity . . . however I assumed we may make it a little bit extra consumer-friendly, not less than to the Western buyer who wasn’t already tremendous acquainted.”
Wofford launched Golde out of her Brooklyn house together with her associate in enterprise (and life), Issey Kobori. The 2 maintained full-time jobs within the early days, and took on packaging, design, product images, and extra themselves. “We did all the pieces,” Wofford says.
In 2019, she turned the youngest Black founder to ever launch at Sephora. In January, Goal started carrying Golde’s ingestible well being and beauty aids after the model participated in its accelerator last year. In 2020, the model quintupled its income, 12 months over 12 months.
Golde’s arrival has coincided with shoppers’ rising consciousness of and curiosity in superfoods. The International Food Information Council, a nonprofit that surveys the meals and dietary industries, discovered natural and botanical complement gross sales to be at an all-time excessive, estimating turmeric’s gross sales to succeed in $500 million in 2021. “Any superfood that we launch is paired with an understanding of the place our buyer is as we speak—and when she will get to the purpose that she’s snug utilizing this product,” Wofford says.
In the meantime, the model’s experimentations proceed. Earlier this 12 months, Golde launched Tremendous-Ades: fruity powdered drinks that showcase substances like magnesium and lemon balm for stress relief and hyaluronic acid for skin hydration, blended with coconut water.
Now, Wofford is betting on fungi together with her latest launch: Shroom Shield. “It’s boosted with two useful mushrooms: reishi and turkey tail, and is designed for immunity and stress protection,” she says. “It tastes like a scorching chocolate and you may add it to espresso with milk. I do an iced shroom latte.”