How to Overcome Perfectionism, Create a Business That Solves Your Own Problem & Build Brand Awareness Through Micro-Influencers with Kori Estrada, Co-Founder of RiseWell 

Kori Estrada is the co-founder of RiseWell, a company that is
disrupting the oral care industry with an all-natural,
sustainable brand that prioritizes safe ingredients and
transparency. 


The inspiration for starting the company came to Kori when she
was undergoing fertility treatments and realized all the toxic
chemicals that were prevalent in our personal care items,
including toothpaste. Fueled by her experiences with celiac
disease and IVF struggles, Kori, joined by her former partner and
brother, created dentist-formulated products that didn’t have
harmful chemicals like fluoride, sulfates, and synthetic
additives.


Since launching in 2016, RiseWell has gone from toothpaste
to a full suite of products, including mouthwash, floss, and
mints. In addition to running RiseWell, Kori is also the co-CIO
and co-CEO at Axon Capitol, a New York-based asset management
firm.


In this week’s episode, Kori openly talks about how she struggles
with perfectionism in the early days of the business, what she
did to move past it and how she deals with the mental and
emotional tolls of entrepreurship. We also talk about how have
another career in corporate, and starting a business with work
experience under her belt, has only helped propel RiseWell’s
success. 


She also explains the confusion people have about fluoride, why
we should be treating toothpaste like food and how she stumbled
on the brand’s its key replacement ingredient on a personal trip
in Japan. We also dive into the most difficult and impactful
lessons she’s learned on her journey, the time & the many
iterations it took for her to create their first product and the
steps she took to create brand awareness early on with
influencers and dentists who became brand ambassadors, and so
much more. 


In this episode, we’ll talk to Kori about:


* Kori's evolution in dealing with perfectionism over the years.
[03:07]


* Influences from Kori's upbringing and childhood. [05:38]


* Impact of New York finance lifestyle on Kori's well-being.
[11:21]


* The inspiration behind founding RiseWell. [15:52]


* Initial steps in starting the business. [19:35]


* Challenges faced in manufacturing. [24:09]


* Crucial pillars before launching the business. [26:39]


* Creating market awareness. [28:55] 


* Influencer and dentist support for RiseWell. [31:21]


* Early mistakes and lessons learned. [34:32]


* Considerations for toothpaste ingredients. [40:17]


* Balancing career and family by rejecting perfectionism. [44:00]


* Why starting a company is as much emotional as it is mental.
[49:01]


* Future plans for RiseWell. [51:30]


* Kori's personal blog as a passion project. [52:54]


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Follow Kori: 


* RiseWell Website: https://risewell.com/


* RiseWell Instagram: https://www.instagram.com/risewellco/


* Kori’s Instagram: https://www.instagram.com/thekokobutter/


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