Shizu Okusa is the founder and CEO of Apothékary, the modern wellness company reimagining herbal medicine for a new generation. A former Goldman Sachs investor and second-time entrepreneur, she founded Apothékary after her own health journey led her to rediscover the power of Eastern herbal medicine through the lens of modern science.
Today, Apothékary is one of the fastest-growing wellness brands in the country, available nationwide through retailers including Ulta Beauty, Whole Foods Market, and The Vitamin Shoppe. Under Shizu’s leadership, the company is helping bring centuries-old herbal traditions into everyday rituals while advancing the future of personalized wellness through AI and longevity.
Born in Vancouver to Japanese parents, Shizu draws inspiration from her heritage, believing that nature, beauty, and ritual have the power to transform how we care for ourselves. She lives in New York City.
I used to believe success meant constantly pushing harder. Wall Street rewarded that mindset, and for a while, I did too. But eventually my body started telling me something my mind refused to hear.
During my own health journey, I rediscovered Eastern herbal medicine through my Japanese heritage and how I was raised. My parents never let me take Advil or Tylenol, versus a more natural route, and set of ingredients / remedies. And when I would go to the Doctor, it was always about prescription drugs and quick fixes.
In Eastern medicine, you won’t be asked, “How do I fix this symptom?”. Instead, practitioners tend to ask and look for, “Why is your body asking for help in the first place? How is stress showing up in your body?” That shift changed everything.
When I started Apothékary, I didn’t want to build another supplement company. I wanted to build a company that helped people reconnect with nature, slow down, and support their bodies before they reached burnout. Ancient medicine and rituals like meditation, forest bathing, healing through the elements, etc. — all of this has been practiced for thousands of years, yet many people had never been introduced to it in a modern, approachable way. That became our mission.
Ironically, the healthier I’ve become, the better entrepreneur I’ve become too. Building a business is just as much a spiritual journey.
As an investor, you’re evaluating risk. As a founder, you’re carrying it.
Working at Goldman gave me a deep appreciation for how to quantify risk and make bets that have outsized risk-adjusted returns — i.e. large upside potential with strong downside protection. Having been on the distressed investing desk gave me a unique eye and understanding also about capital structures, finding and negotiating the details written in the fine lines and details of legalese, and ultimately, what makes businesses durable for the long term.
But Goldman can only teach you so much — being behind a desk analyzing spreadsheets and listening into investor calls, that is only 10% of it. Becoming a founder taught me business and empathy in a completely different way. Every number on a spreadsheet represents people, customers, employees, families, and years of conviction. I’ve learned that P&L’s are lagging indicators versus more leading indicators of growth, like community and brand affinity.
I’ve also learned that fundraising isn’t about convincing people you’re right. It’s about finding partners who already see the world similarly. The best investors don’t simply invest in your business — they invest in how you think — they invest in the people.
Longevity isn’t just about adding years to your life. It’s about adding life to your years.
To me, living well means having enough energy to be fully present with the people you love, enough health to pursue work that excites you, and enough peace that you don’t feel like you’re constantly chasing the next milestone.
Growing up with Japanese culture, I learned that health isn’t something you earn after success. It’s the foundation that makes everything else possible.
I hope I live a long life, but even more importantly, I hope it’s one filled with curiosity, beauty, meaningful relationships, and time spent in nature. In Japanese, there’s a term called “Ikigai” which essentially means life purpose. I try every day to live by my unique Ikigai, where I get to bridge my family, with how I make money, to how I serve the greater good and community.
Consistency.
Most people overestimate what they can accomplish in a month and underestimate what they can accomplish over ten years.
Whether it’s building a business, improving your health, or strengthening relationships, small decisions repeated over a long period create extraordinary outcomes. I have done 2668 Solidcore classes and go every day at 7am — no excuses, even if it’s a holiday. While people may think that’s intense (it is), it is more than a workout for me — it’s a promise to myself that I will start my day for myself, so ultimately I can then give more to others.
I’ve learned to trust compounding — in business, in wellness, and in life.
My mother, Noriko. She immigrated from Japan, raised our family with incredible grace, and taught me that beauty exists in everyday rituals. My mother always tells me her Ikigai are her children, which I don’t take for granted when it comes to the opportunities she’s given me in turn. She is a photographer and ceramic artist, a savvy business woman, and she has always approached life with quiet intention rather than loud ambition.
She never taught me to chase success. She taught me to create beauty wherever I was. She tells me to move slower and enjoy life at its pace versus trying to control on my own terms (which typically is high speed!). I think that’s influenced me far more than I realized growing up, and more now than ever as I approach my 15th year of being an entrepreneur.
Nature.
Whether it’s a walk through Central Park with my boyfriend (we do 12 mile “walks” on the weekends!), a stroll through a Japanese garden, or simply making tea every morning, being connected to nature helps me remember what actually matters and to slow down and enjoy who and where I am.
The best ideas and memories I’ve had didn’t happen sitting behind a computer. They happened while walking, traveling, or simply paying attention.
I’m excited about analog being “cool” again. I don’t love this concept of “bed rotting” however.
Every year I hear and see new trends however and I kind of roll my eyes a little. The future isn’t about taking more or doing what everyone else is doing on social media. It’s about taking what’s right for you. This is why I love the analog movement so much.
One book I return to often is The Body Holds Score.
It talks about how our bodies hold and carry the stresses in our lives. We can’t run away with it, our bodies literally cope with and remind us of our pasts.
As an entrepreneur, there are constant moments of uncertainty, criticism, and difficult decisions. That book helped me become more comfortable and closer to my physical reactions and how my body feels.
It’s a lesson that’s become just as valuable in life as it has in business.
