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Venus Williams Makes Investment in Self-Care Line, Asutra

Published May 20, 2019
Published May 20, 2019

Self-care brand, Asutra, receives a star-studded investment from Venus Williams, who will become the chief brand officer at the company, according to WWD.

WHO: Founded in 2015,  Chicago-based Asutra sells everything from CBD cream and yoga mat cleaners, to skincare and aromatherapy mists. The company specializes in natural and affordable personal care and pain relief products that owner and CEO Stephanie Morimoto says allow users to “amp up their self-care time.” The brand has been growing recently, expanding to CVS’ wellness test, and will soon roll out to more than 3,000 CVS doors.

Venus Williams has a history of entrepreneurship. She already has two businesses, ath-leisure line EleVen and interior design business VStarr Interiors. Williams is open to making other investments but she has to balance them with her tennis career.

IN THEIR OWN WORDS: “I love their focus on active self-care,” Williams said. “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 receives investment from tennis star Venus Williams.
  • Venus Williams will become the chief brand officer at the company.
  • Stephanie Morimoto has bootstrapped Asutra without outside investment since launching.

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