LIVES IN: Lakeview AGE: 42 CLAIM TO FAME: Within a year of buying the wellness and beauty brand Asutra, Morimoto did a total rebranding, stared selling at CVS, and brought on tennis star Venus Williams as a partner. THE BIG IDEA: Morimoto isn’t just selling products; she’s standing behind a way of life. “We’re all, especially women, trained to multitask and take care of others. To do all that then we have to proactively amp up our self-care time.” MAGIC POTIONS: Everything Asutra makes is organic. Products from brightening skin serums to exfoliating body scrubs include natural ingredients you can’t easy find. Think tropical-grade Zechstein magnesium oil, ferulic acid, and geranium oil. THE VENUS CONNECTION: The efficacy of products like menthol arnica pain cream caught the attention of Venus Williams, who had a rep reach out to Morimoto last spring to talk partnerships. “It turns out she’s a skin care and essential oils geek,” says Morimoto. “Playing [tennis] with an autoimmune disease … she has to have ways to care for herself.” WOMEN TO THE FRONT: With Williams at her side, Morimoto is more focused than ever on helping women “get through it all.” Part of that is consciously striving to create job opportunities for women, especially minorities. FORMER LIFE: Morimoto isn’t a stranger to female self-empowerment. When living in New York City a few years ago, she worked in an nonprofit that helped women of color start small businesses. HOBBIES WITH HEART: When she’s not working, Morimoto loves a good garden therapy session; she grows everything from eggplants to tomatoes in her front yard. And, when she and her husband have a night out, you can find them taking in a fringe theater show.
Photo by Lisa Hinsberger