Afghan-born entrepreneur builds $150M brand
Durana Elmi inspires women while leading Cymbiotika to success.
1An immigrant's success story
Durana Elmi grew up in Southern California after leaving Afghanistan. Raised in a traditional Afghan family, she keeps an eye on the situation of women in her homeland and works to support them. This perspective shapes both her personal and business decisions.
2The rise of Cymbiotika
Elmi and her husband Shahab founded Cymbiotika in 2019. While many businesses shut down during the pandemic, they reinvested their own capital. Their first product, a liposomal omega supplement, offered higher absorption than traditional pills.
3Selling a lifestyle
Cymbiotika's success lies not in a single product but in offering a lifestyle. The rip-and-sip packets turned supplements into a daily ritual. The company has sold enough packets to fill SoFi Stadium three times and has remained profitable every year.
4Star-studded support
Cymbiotika raised a $25 million seed round last year. Over 50 investors, including The Weeknd, Post Malone, and the Jonas Brothers, backed the company. This was the company's first round of external funding.
5Learning from failure
Elmi shares the challenges behind Cymbiotika's success. 'Since 2019, we’ve failed as much as we’ve succeeded,' she says. Through this process, she has also developed her leadership style, emphasizing the importance of working closely with her team.
6An inspiring legacy
Elmi sees Cymbiotika not just as a business but as a legacy. She wants to leave something proactive about health for her daughters. At the same time, she aims to inspire women in Afghanistan.
Original article: Fortune | FORTUNE — Afganistanlı girişimciden 150 milyon dolarlık marka