Asutra Beauty Just Got A New Investor In Venus Williams || What Sets Them Apart?

Venus Williams

Tennis star Venus Williams is now the chief brand officer at Asutra, an organic skincare brand focussed on self-care and empowerment.

“I love their focus on active self care,” Williams shares. “Obviously I live and breathe that, and I was able to use their products as a part of actively taking care of myself. I also love that their products work and they use all natural ingredients, so you can use the products for your mind, body and soul. That was a huge appeal for me and just fit right into my lifestyle.”

Asutra’s range of products include serums, mists, masks, salts, scrubs miscellaneous accessories and pain relief aids such as “Chill Pain Away Magnesium CBD Cream” and “CBD Melatonin Lotion with Magnesium”, retailing at $34.50 and $64.99 respectively.

The brand’s founder and chief executive officer Stephanie Morimoto claims the products are intended to “amp up [customer’s] self-care time”. Morimoto has bootstrapped the business without external investment up until Williams involvement.


Venus Williams


Williams tells WWD Magazine “I’ve always been in that [wellness] realm. I grew up that way with my mom, she kind of grew up in California in the Seventies, so you know how that goes. It was all natural and that sort of thing, and even for my own health I do a lot of things that enhance my health to keep inflammation down, the way I eat and all of that.”

In addition to being an avid user, Williams will also be bringing a history and insightful knowledge of entrepreneurship to Asutra as she already has two businesses, athleisure line EleVen and her interior design business V Star Designs.

Asutra has been growing since its launch in 2015. Initially only available online, it has since expanded to CVS’ wellness test and is expected to roll out to over 3,000 CVS doors according to Morimoto. Their bestsellers include the Magnesium healing line, lavender aromatherapy spray and weighted eye mask with its acupressure benefits.

Williams goes onto say “It’s an opportunity to collaborate with other people as well. I enjoy that. Tennis is a solo sport, so in my businesses I’ve found that opportunity to work with other people and to collaborate and share ideas and to push each other and that’s what I really look forward to.”