Turning water into a vehicle for wellness experience
Imagine having to recall 80,000 of your products just a week before the launch? This is just one of the professional challenges the Shake Your Plants founders Lia Coelho and Justine Dampt bounced back from. And then there are the personal challenges, such as Justine suffering a string of failed pregnancies. With each challenge, they bounced back everytime and are now on the verge of big things.
In the bustling world of health and wellness, these two entrepreneurs are on a mission to turn ordinary water into a powerful wellness experience.
The journey began during the challenging times of COVID-19, when Justine started experimenting with powders in her kitchen. By late 2021, the duo had formed a partnership that would revolutionise hydration. Their story is not just about a product but about overcoming significant challenges and reimagining how we consume water.
Their first major hurdle came in summer 2022 when they were forced to recall 80,000 sachets due to crystallisation issues. 'We almost did not survive that moment,' Justine recalled. But resilience became their trademark. Instead of giving up, they pivoted, demonstrating the true spirit of entrepreneurship.
What sets Shake Your Plants apart is its innovative approach to wellness. The founders recognised a critical statistic: 94% of people don't drink enough water and 92% have at least one mineral or vitamin deficiency. Their solution? Sachets that transform water into a nutrient-rich drink with real, purposeful ingredients.
Currently offering three products focusing on gut health and hydration, SYP uses natural, carefully sourced ingredients. Their kombucha-based sachets incorporate elements like organic blueberries from the UK and fermented tea from Taiwan, ensuring both quality and minimal carbon footprint.
'We're challenging people's habits,' Justine explained. 'We want to use water as a vehicle for wellness.' This means moving beyond traditional electrolyte drinks to create products that support overall health. Each sachet is designed to be more than just a flavouring – it's a targeted wellness solution.
The brand's approach to marketing is refreshingly authentic. Instead of massive paid advertising campaigns, they're building a community of genuine supporters. 'We're looking for quality over quantity,' Lia said. They prefer micro-influencers and real people who authentically believe in their product.
Their entrepreneurial journey hasn't been without personal challenges. Both founders have navigated significant life events, including multiple pregnancies and personal losses. These experiences have only strengthened their commitment to creating products that support holistic wellness.
Dubai has been instrumental in their growth. With 15 years of experience in the city, the founders appreciate its supportive entrepreneurial ecosystem. A recent milestone is their partnership with Spinneys, a prestigious supermarket chain, and an upcoming appearance on Shark Tank adds to their growing momentum.
As female entrepreneurs, they're candid about the challenges. 'There's no real balance,' Justine said. 'I'm a full-time founder and a full-time mom.' Yet, they see these challenges as opportunities to develop extraordinary efficiency and resilience. Looking forward, SYP plans to expand its product range. They aim to develop more flavours and functional drinks targeting different wellness needs – from sleep support to energy boosts. Expansion plans include markets like Saudi Arabia and the UK, where they've already conducted extensive product testing.
Their commitment to transparency is evident in their ingredient sourcing. They prioritise 'ugly' fruits that might otherwise be discarded, turning potential waste into nutritional powerhouses. Each sachet tells a story of sustainability, health and innovation.
Pricing is competitive, with sachets costing less than Dh8.50 – making wellness accessible. The products are natural, with no added sugars or artificial colours, appealing to healthconscious consumers.
What truly drives Shake Your Plants? 'The taste,' Lia emphasised. 'A drink has to taste delicious for people to want it.' It's this simple yet profound philosophy that sets them apart – creating products people genuinely enjoy consuming.
As summer approaches and hydration becomes crucial, Shake Your Plants offers more than just a drink. It's a lifestyle choice, a wellness statement and a testament to innovative entrepreneurship.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Gulf Today
6 hours ago
- Gulf Today
Careless attitude
India is once again seeing a rise in COVID-19, and citizens are not taking necessary precaution about it. Most people are not wearing masks in crowded places and some are opting for booster shots without consultation )'India's active COVID-19 cases cross 6,000; Kerala remains most affected', Gulf Today, June 8). This careless attitude of the citizens can make the situation even worse. The new COVID variant is said to be mild but it can be dangerous for elderly and people with weak immunity and those who are not fully vaccinated. Currently, there are 6,500 active cases in India. The number of active cases are increasing every day. The government has issued warnings and guidelines but they still lack proper awareness and seriousness of the virus spreading out. Citizens must start taking responsibility by wearing masks, avoiding unnecessary travel and getting tests. If the citizens don't take action now, there might be another crisis. Prevention is always better than cure. Umm Ul Khulsum Sharjah
Gulf Today
20 hours ago
- Gulf Today
Trump's curveball at Japan tea giant's US expansion
Kentaro Okasaka and John Geddie, Reuters Top Japanese tea brand Ito En's latest push to win over health-conscious US customers with its traditional unsweetened brew has hit a new road bump: President Donald Trump's trade tariffs. The company, which splashed out on a tie-up with Major League Baseball star Shohei Ohtani and launched a less bitter tea to capture a bigger slice of the lucrative growth market, is now debating whether to hike prices or move some production across the Pacific, executives said in interviews with Reuters. The dilemmas facing Ito En can be found across Japan, the biggest foreign investor in the United States, as Tokyo's trade negotiators return to Washington this week to try and strike a deal to cushion the blow to its fragile economy. Makoto Ogi, Ito En's general manager of international business development, told Reuters the company may raise prices of its products in the US to compensate for Trump's 24% levy on Japanese goods set to come into force next month. The problem is their retailers and distributors may resist for fear of losing sales. "We may not be able to ask them to raise our prices despite what Trump is saying," he said. The last time Ito En raised prices in the US - by approximately 10% in 2022 - sales dropped by around 5%. The company said the decline reflected the price hike as well as factors such as COVID-19 that affected market conditions. The company is also considering making tea bags in the United States, and bottling drinks there rather than in Japan, Taiwan and Thailand as it does presently, Ogi and other executives explained during interviews in Tokyo. These details of the firm's potential plans to counter tariffs have not been previously reported. The executives did not disclose the costs of such moves. In its latest results released this month, Ito En reported its profit shrank by 8.2% in the year to April, but forecast an 11% jump this year. It set a modest 3.7% profit growth target for its US tea business, versus 20.7% growth achieved last year, an outlook partly related to tariffs, a company spokesperson said. Its shares rose to nearly a four-month high in the wake of the results, with its president later telling investors the forecasts were "conservative". Many Japanese firms have set up war rooms to chalk out plans to restructure supply chains or cut costs to offset tariffs and keep their US growth plans on track, said Mizuho Bank analyst Asuka Tatebayashi. A survey of 3,000 Japanese companies by export promotion organisation JETRO late last year before Trump's tariffs found the level of interest in US markets at the highest in nearly a decade, with food and beverage companies like Ito En the most enthusiastic. "When you talk to companies in Japan, the US comes first," said Tatebayashi, adding that they face shrinking domestic demand and are generally cautious about expanding into riskier emerging markets. For Ito En, the US has long been a market it is eager to crack. Five years ago, Joshua Walker, the newly-appointed head of U.S. non-profit Japan Society, hosted Ito En's North America head Yosuke Honjo in his New York office. Honjo gestured to the green-coloured bottles of their flagship 'Oi Ocha' brand lining the shelves and said he wanted them to spread around the world like Coca-Cola's red bottle. "It was refreshing. Japanese companies would not normally have ambition of that type of grandeur," said Walker, recounting the executive's previously unreported remarks. Honjo, via a company spokesperson, confirmed the remarks. Founded in the 1960s by Honjo's father and uncle, Ito En has grown to dominate Japan's tea market, using around a quarter of the country's total crude tea production. Since expanding into the US in 2001, it has dabbled in selling sweet and flavoured tea varieties familiar to Americans. But more recently it has focused on the unsweetened tea popular in its home market, hoping to tap health-conscious customers and a boom in Japanese food and cultural exports. Honjo said growth has also been aided by a sharp rise in Asian Americans, estimated at nearly 25 million in 2023, or around 7% of the U.S. population, according to the Pew Research Center. Japan's exports of green tea surged 24.6% to 36.4 billion yen ($251 million) last year, with nearly half destined for the United States, official data showed. Some equity analysts like Jiang Zhu of Tokyo-based rating agency R&I have highlighted the high marketing cost of Ito En's international push at a time it faces tough competition at home from tea brands such as Coca-Cola's Ayataka. The company said it has around a 2% share of the US market for tea beverages, ranking eighth largest, with Unilever's Pure Leaf leading the sector. But it has a long way to catch up with the 3.9 billion gallons of Coca-Cola's trademark Coke drinks sold in the US last year, at only 3.1 million gallons by comparison, according to research firm Beverage Marketing Corporation. "Kikkoman's soy sauce is probably in every American household now, but it took about 50 years for it to become a part of the culture," said Akihiro Murase, Ito En's public relations manager, referencing the Japanese food manufacturer as a template for success. "We are not there yet but we would like to make unsweetened green tea a part of the food culture," he said.
Campaign ME
2 days ago
- Campaign ME
Wellness is luxury
Wellness is no longer a side quest within the premium luxury hospitality marketing landscape; it is, in fact, having its main character moment. This is being driven by consumer appetite for holistic, meaningful escapes, which is an evident shift from 'Instagrammable' escapades to balanced, transformative and rejuvenating experiences that feel exclusive. For the discerning traveller – especially ultra-high net-worth individuals (UHNWIs) and high net-worth individuals (HNWIs) – wellness isn't just a trend. It has become a non-negotiable lifestyle and a mandatory aspect of expected hospitality experiences. Campaign Middle East speaks to luxury hospitality marketers who comment on these shifts, while sharing their reasoning for making wellness a core part of their brand positioning and identity. They discuss a world where access to health, recovery and time for self-care is a privilege, and those who afford it can unlock real 'luxury'. This is a world where the new marker of status is premium wellness. Stepping beyond the status quo Moving past luxury narratives of sun, sand and scenery, premium luxury getaways are currently being marketed and advertised as transformative retreats, and spaces for introspection, creative renewal and a physical reset. Rana Eid, Director of Marketing and Communications, The Ritz-Carlton Dubai, says, 'In luxury hospitality, we've moved past the flawless visuals.' She explains how, post-Covid, luxury travellers have become significantly more focused on real concerns such as their health, actively seeking out destinations that support and elevate their wellness journeys. Other leading marketers from recognised luxury hospitality brands in the region echo these sentiments. Gaurav Arora, Senior Marketing and Communications Manager, Palazzo Versace Dubai, says, 'Over the years within the hospitality industry, we've witnessed how luxury wellness has become an integral part of the overall guest experience.' Earle Enriquez, Marketing, PR and Communications Manager, Anantara Santorini Abu Dhabi, adds, 'There are a growing number of guests nowadays who aren't just looking for a stay, but also experiences and spaces that help them slow down, recharge and reconnect with themselves.' However, while bringing these experiences to life, it's crucial for everyone within the luxury hospitality landscape to view them as more than just a 'consumer offering'. Azzah AlGhamdi, Marketing Manager, Rosewood Hotel Jeddah, explains, 'Wellness is no longer an optional amenity or additional service; it is now an essential part of the guest's lifestyle and emotional connection to a brand.' As such, marketers call for luxury wellness experiences to be structured and packaged as strategic brand and business differentiators in a competitive landscape. Enriquez says, 'Personalised wellness experiences speak to lifestyle and values, and they create a deeper connection with the brand. When thoughtfully integrated, they encourage longer stays, build loyalty and open up new revenue streams. She adds, 'Wellness and fitness offerings have evolved from amenities into strategic brand and business assets that appeal to niche markets and boost positioning in a competitive landscape.' More than a spa day Leaders agree that tailored fitness programmes will become critical to luxury hospitality marketing in the near future. 'The modern luxury traveller is increasingly seeking personalised wellness experiences that go beyond traditional spa offerings,' says Nehal Fahim, Director of Marketing and Communications, Waldorf Astoria Cairo Heliopolis. The Ritz-Carlton Dubai's Eid echoes this sentiment saying, 'We're seeing a real shift from indulgent spa moments to more meaningful, purpose-driven wellness experiences. Tailored treatments and fitness offerings are becoming key drivers to why guests choose a destination.' Fahim adds that trends such as social 'spa-ing' and longevity are no longer 'nice to have' offerings but are make-or-break strategies within premium luxury hospitality marketing. They actively inform how brands should promote destination experiences. Anantara Santorini Abu Dhabi's Enriquez says, 'Destinations are now marketed as transformative escapes rooted in wellbeing, especially when paired with close-to-nature experiences, wildlife encounters and artistic immersions. These experiences are transforming how travellers choose where to go and why.' Having identified the need to leverage specialised wellness experiences as part of the luxury offering, marketers also advise a word of caution. They insist that luxury hospitality brands must take a thoughtful approach. Wellness with intention Palazzo Versace Dubai's Arora emphasises that effective marketing must reflect the true philosophy behind a wellness-centric approach – one that prioritises substance, intention and long-term impact instead of merely following trends. Taking the example of Palazzo Versace Dubai, Arora explains that while its marketing efforts include wellness-centric content, strategic collaborations with relevant influencers, media and targeted digital campaigns, what stands out is that the brand's wellness philosophy has become a defining pillar of its identity. He comments, 'The thoughtful design of The Spa and its tailored treatments are crafted not just to provide relaxation but to restore balance, energy and focus.' This shift is visible across the region. Anantara Santorini Abu Dhabi's Enriquez says, 'I think it's all about authenticity, purpose and being intentional. The messaging should go beyond showcasing spa rooms or facilities. Instead focus on capturing personal journeys, highlighting how real guests feel and what they discover about themselves during the experience. Enriquez adds, 'Truly connecting with them means listening to them and understanding their values, wellness goals and lifestyles to personalise the experience.' Insights derived from being intentional show that travellers seek much more than just sightseeing experiences, culture, art and restorative events. Putting this into practice, Enriquez explains how the visually calming Greek-inspired retreat is paired with personalised experiences such as yoga with handpan meditation; creative expression workshops; and spa treatments. The resort has positioned itself as a sanctuary for emotional balance, mental clarity and holistic renewal. Reiterating the argument for marketing with intention, The Ritz-Carlton Dubai's Eid takes this a step further, saying, 'It's not just about relaxation; it's about helping our guests feel grounded and recharged.' A dip in the pool, a trip to the spa Another common theme that emerges in conversation with marketers is the need for effective visual storytelling. Rosewood Hotel Jeddah's AlGhamdi points out the power of storytelling as a key differentiator, saying, 'Moving beyond the traditional 'perfect visuals', successful campaigns must humanise wellness by showcasing real experiences, guest journeys and purpose-led initiatives that resonate on a personal level. We believe wellness should be communicated through authentic storytelling that reflects our local culture and nuances, speaking to individual aspirations while still addressing the modern traveller's need for mindful luxury.' She adds, 'By highlighting how wellness is seamlessly integrated into daily life, from tailored treatments to holistic rituals, we create emotional relevance that elevates the brand and builds long-term loyalty.' Similarly, The Ritz-Carlton Dubai and The Spa at Palazzo Versace Dubai also focus on storytelling that highlight relaxation, renewal and the art of slowing down. Eid says, 'What matters now is telling stories that feel authentic, intentional and human. That's why our campaigns lean into stories of renewal, vitality, using behind-the-scenes moments and raw content that capture the emotional journey of wellness, not just the aesthetic.' Arora adds, 'Our curated content features visuals that provide a sense of peace, emotional renewal and bodily rejuvenation.' While a swim or a spa session may once have sufficed, today's luxury guests seek more than momentary relaxation – they seek transformation. In response, leading properties are weaving holistic wellness into every layer of the guest journey. 'For modern travellers seeking inspiration or a sense of calm, these elements strongly influence their decision-making when choosing a meaningful luxury escape,' Enriquez adds. But storytelling 'wellness' for luxury travellers also means recognising that these audiences are nuanced and, often, ask questions that need well-informed messaging. Enriquez explains, 'It's about helping guests understand that wellness practices are science backed, with experts leading the programmes. It is about building trust so guests can embrace the process, making the experience meaningful and deeply human, which is something UHNWIs and HNWIs truly value and appreciate in a world of oversaturation.' Prioritising personalisation Personalisation has also become central to luxury hospitality marketing – often ingrained in descriptors and phrases such as 'customised', 'exclusive', 'signature', 'one-of-a-kind' experiences – which caters specifically to HNWIs and UHNWIs. Waldorf Astoria Cairo Heliopolis' Fahim says, 'By offering everything from customised yoga and meditation sessions to expert-led, exclusive nutrition consultations and spa treatments, we've positioned our hotel as a sanctuary for guests seeking not just relaxation, but a transformative wellness journey.' At The Ritz-Carlton Dubai, wellness is similarly integrated into the guest experience. Eid adds, 'Our signature spa treatments are both advanced and trend-driven. Nutrition also plays a key role in our approach. Through our farm-to-table initiatives and the use of our in-house vertical farm, we provide our restaurants and bars with fresh, organic produce daily. This allows our chefs to craft healthy, good-for-you menus and dishes that align with our guests' wellness goals.' The soul of hospitality As brands compete to create sanctuaries of serenity, those who lead with intention, authenticity and emotional resonance are poised to shape the future of luxury hospitality. Rosewood Hotel Jeddah's AlGhamdi sums it up well, saying, 'For UHNWI and HNWI guests, wellness represents balance, personalisation and meaningful experiences. Ultimately, luxury wellness today is about sharing a vision of wellbeing as a way of life, deeply rooted in place, purpose, and personal connection.' After all, for the world's most discerning travellers, wellness isn't simply a break from reality; it's an investment in living well.
