Meet Golde: the company that’s changing the world of wellness. In the time during the COVID-19 pandemic, many people have started to feel unlike themselves, abnormally lethargic, and simply unwell. It doesn’t come as a surprise that this has been the case; with the state of the world, this is a normal reaction for many people. So, how does one work to reverse these feelings during a time like the present? Golde has an answer to that question.
Golde didn’t originate to help people feel comforted and well during a global pandemic, but that’s exactly what they’re doing now. “Golde’s products have really been helping me cope with everything going on right now,” said Mayi Adela, a long-time fan of Golde and a member of club Golde, the brand’s ambassador program. Many claim that the products have singlehandedly made them feel comforted and at ease, despite the current climate.
Golde is a wellness company that was the brainchild of Trinity Mouzon and Issey Kobori.
“We wanted to make wellness fun, accessible, and easy for all people,” said Mouzon.
The brand sells products ranging from face masks to drink blends, all of which contain a superfood base. Golde stands behind its simple yet effective ingredient lists, and believes that the powerful formulas have many health benefits that people are likely looking for to help them feel well, especially during this time. Some of these products include a superfood face mask, a turmeric latte drink blend, and a ceremonial-grade matcha powder. The company was founded out of Mouzon and Kobori’s apartment in Brooklyn, New York in 2017, and has been a success ever since.
“I think our cacao blend is in especially high demand right now because of the fact that cacao is known to help so much with stress,” Mouzon said, “It’s a mood-boosting ingredient too!” The cacao blend Mouzon mentioned contains a few key ingredients chosen for their health benefits: cacao, turmeric, and coconut. On the Golde website, information about these ingredients is available for consumers to read and learn about. Cacao, the star ingredient of this formula, contains minerals such as iron, magnesium, and calcium, and it also promotes the production of anandamide (the “bliss molecule” of the brain). Mouzon claims that since healthy products can have a reputation for having a bad taste, getting the flavors right for each blend was a top priority alongside actually being healthy. Information similar to this is available for each ingredient of each blend offered for sale, allowing consumers to educate themselves about what they are putting in their body and why they should put it in their body.
Since the covid-19 pandemic began, sales for Golde have gone through the roof. The brand has experienced over 10 times the volume of orders that they normally receive, and that number is growing. Being a Black-owned company, the Black Lives Matter movement helped drive a lot of sales and support for the company as well. People want to feel well, especially now, and the products from Golde seem to be doing the trick for many.
“It has definitely been interesting working in social media and marketing right now,” said Maitreya Brooks, Golde’s public relations and community manager. “We’ve had to adapt to virtual platforms even more than before and have been trying to create fun events that people can attend via Zoom… our ambassador program that we have has definitely helped us promote wellness during this time too.” As a company that traditionally held events in person around the United States, the shift to virtual events due to covid-19 has prompted the brand to get creative. So far, some of these events that have been held virtually include a matcha loaf recipe class, a Golde virtual cocktail hour, and a “mask n’ chat” event, all held via Zoom.
Other companies noticed that self-care and wellness were at the front of many minds likely caused by the implications of covid-19, and Golde has been contacted numerous times in regard to stockist requests. Golde is now sold at Nordstrom, Free People, Anthropologie, Goop, Madewell, and many other big-name stores, all within the last year and most within the last few months. Although the pandemic has made it more difficult to hold traditional events, the brand has experienced a huge amount of growth and support from people all over the United States and has worked to adapt to the current situation.
Not only is Golde working to make wellness accessible and affordable, but they are also working to make it something easy and fun. Golde has fostered a community of creatives from all different backgrounds, and celebrates diversity and inclusivity. With virtual events, influencer outreach, and a strong fan base, Golde has been able to adapt to stay afloat quite well despite the fact that a pandemic is plaguing the United States. Social media influencers have been a major success factor for the brand, especially in the last few months. With an affiliate program such as the one that Golde has, affiliates are able to make a small commission from product sales driven through their unique link or code. This supports both the creative and the brand, making it a win-win. Through this affiliate program, Golde has seen a major uptick in sales; this is because the recommendation for the product is coming from someone that the consumer may know or feel like they know and trust.
Golde has been making people feel healthy and comforted during a pandemic and civil unrest in the United States. Although it may seem like this company could be changing our mental and physical health for the better, many would disagree.
