FoundHER Healing Holistically

“In launching Elix, I wanted to create a convenient way for anyone experiencing chronic pain to access this time-tested ancient wisdom, to reframe the conversation around traditionally stigmatized areas of menstrual and hormone health, and to empower women to tune into our bodies and become our own best healers and health advocates.” - Lulu Ge

Lulu Ge is the Founder and CEO of Elix, the first East meets West evidence-based platform to combine 5,000 years of cultural wisdom with modern science and clinical studies to deliver personalized Traditional Chinese Medicine (TCM) herbal formulas, content, and care for chronic conditions, beginning with menstrual and hormone health. She is passionate about democratizing access to science-backed holistic remedies so that we can all live more fulfilling and productive lives.

After experiencing debilitating menstrual volatility during the most pivotal time in her career, Lulu's frustrating roller coaster experience with healthcare led her back to TCM which finally addressed healing hormonal imbalances at the root cause. By turning to TCM, she found a natural option for menstrual symptoms and wanted to create a convenient way for anyone experiencing chronic conditions to access this time-tested, ancient wisdom. Lulu launched Elix in 2020 to reframe the conversation around women's health and empower people to tune into their bodies and become their own best healers. Within 3 months of launch, the Elix community grew to include members from all 50 states, Canada, and Puerto Rico, clearly addressing a significant unmet need and curiosity about holistic health.

Lulu holds a Master of Business Administration from the Wharton School at the University of Pennsylvania, a Master of Social-Organizational Psychology from Columbia University, and a Bachelor of Political Science and Art History from the University of California, San Diego.

Lulu currently lives in New York City with her husband and is a self-identified plant mom. She enjoys cooking plant-based recipes, practicing ashtanga-style yoga, traveling to different wine regions of the world, and discovering new medicinal herbs across different cultures. You can connect with her on TikTok @lulutheherbalist and on Instagram @luluge to enjoy her viral content about the healing properties of herbs for hormone imbalances and answers to awkward menstrual health questions.

Can you tell us about how you were introduced to Chinese Herbals and what inspired you to start Elix?

I grew up in a household that had a pantry full of different herbs, berries, and botanicals, so I experienced firsthand how an herbal bone broth or superfruit tonic could naturally support our body’s healing for everything from a common cold to an upset stomach. Chinese herbs  were deeply ingrained in my family traditions and culture.

In 2016, I stopped taking birth control and experienced a roller coaster of hormonal imbalances – from chronic fatigue to migraines, acne, hair loss, irregular cycles, weight fluctuations, and debilitating period pain. All of this happened during the most pivotal time in my career while I was working  what I then thought was my dream job. Over the Counter (OTC) meds failed to help, and my OBGYN advised me to go back on synthetic hormones.

I was deeply frustrated by the lack of options on the market that allowed us to naturally heal our hormonal health. That’s when I consulted my grandfather, who ran the hospital in Hunan, China, where I was born. He helped me find my way back to Traditional Chinese Medicine (TCM) which lowered my inflammation, rebalanced my cycle, and finally started healing my body at the root cause.

By turning to TCM, I not only found a natural option for my hormone health and menstrual symptoms, but I learned that our periods are a “report card” for our health. All of these symptoms are our bodies’ SOS signals for help and support. As such, in launching Elix, I wanted to to create a convenient way for anyone experiencing chronic pain to access this time-tested ancient wisdom, to reframe the conversation around traditionally stigmatized areas of menstrual and hormone health, and to empower women to tune into our bodies and become our own best healers and health advocates.

Following the success of Elix, you have become an angel investor. How was the transition from entrepreneur to investor? What characteristics of a company do you most take into consideration when looking to invest?

As a female founder and mentor in the venture ecosystem, I've witnessed firsthand the glaring disparity in funding opportunities for women and minority-led ventures. It's disheartening to see so many promising ideas and innovations overlooked simply because they originate from female founders. This discrepancy isn't just a matter of fairness; it's a significant impediment to progress and innovation in our society – which represents business opportunities.

Research consistently shows that diverse teams outperform homogeneous ones, yet female founders receive only 2% of total VC funding. Increasing diversity in venture capital isn't just a moral imperative; it's a smart business decision. Varied perspectives drive innovation and better serve diverse markets, leading to higher returns for investors. That’s why I primarily focus my angel investments on funding mission-driven social impact ventures led by under-represented founders who are motivated by the need to solve a problem that has personally impacted their lives and represents a significant market opportunity (i.e., impacts a large population and is currently underfunded or overlooked). I have found that this personal mission and drive is what enables founders to be resilient in overcoming challenges along the startup journey.

I also want to be helpful so I tend to invest in consumer oriented ventures where I can lend my support and learnings from my consumer retail and healthcare background along with my personal experience growing Elix.

Elix is based on herbal treatments and organic botanicals, in what way do you see these alternative medicines reshaping the healthcare industry in the future?

TCM has over 5,000 years of wisdom. It offers gentle but effective herbal formulas and is supported by vast clinical research that can empower holistic healing at the root cause of painful and life disrupting symptoms. TCM can work in tandem with biomedicine, bridging long-standing gaps in healthcare knowledge particularly for underserved and stigmatized areas of chronic care. 

Women’s healthcare has always been underserved and underfunded with only 4% of research and development serving half of the US population. Women’s pain is normalized, especially for communities of color. As a result, healthcare professionals are woefully decades behind in understanding and treating women. Not only is our pain diminished, it is also  internalized starting from childhood. Furthermore, societal and racial inequities have allowed more WOC to be misdiagnosed or diagnosed late, causing unnecessarily prolonged  suffering.

So in 2022, Elix commissioned and completed a pioneering clinical trial to independently assess the effectiveness of its hero product, Cycle Balance, on 15 common menstrual symptoms associated with dysmenorrhea (period pain) such as cramps, headaches, fatigue, and mood swings. We are immensely proud to share that 90% of trial participants stated that Cycle Balance improved their menstrual symptoms overall and reduced their need for OTC pain medicine. The clinical study goes beyond what is required by the FDA to show that an East meets West approach is in fact a powerful partnership that has the potential to help all people with periods live fulfilling and productive lives free from unnecessary pain, stigma, and disparities in care.

Currently, Elix products are focused on alleviating menstrual pain and cramps, how do you see your brand branching out in the future? Are there any specific treatments you want to develop next?

Our mission is to bring an East meets West holistic approach to support chronic conditions, starting with menstrual and hormone health. Our flagship formula, Cycle Balance, is a personalized Chinese herbal blend formulated to holistically support symptoms at the root cause that uniquely addresses a gap in the existing TCM market. However Elix also offers a variety of other wellness formulas to help our community tune into their bodies. Daily Harmony is a blend of herbs and adaptogens that aids in reducing the effects of stress; Ginger Aide is a pure and potent concentrate of organic ginger that supports everything from headaches and indigestion to the common cold; Zoey’s Digestif is a non-alcoholic, sugar-free digestif that helps prevent bloating, nausea, and stomach discomfort; and our Stay Well and Get Well duo is a blend of anti-inflammatory and antimicrobial herbs that provides everyday immune health benefits. All of our formulas work to provide our community with the tools to help heal naturally every day of the month, and we hope to launch more in the near future!

Elix’s commitment to provide its customers with the best herbs and ingredients must have a massive cost both financially and time constraints. What would you say is the biggest challenge of sourcing these ingredients from their natural sources? And why do you believe these expenses are worth it?

Sourcing quality organic and wild harvested herbal ingredients to make high quality products is a very deliberate investment for Elix. Boiling whole dried herbs in a clean liquid decoction process extracts the maximum amount of phytonutrients and creates bioavailable formulas, which leads to better results for our community members seeking relief. However, delivering products at such a  high  standard also engenders challenges such as herb shortages, unpredictable crop yields, and other supply chain related disruptions to the production process. Regardless, Elix’s commitment and dedication to quality is apparent in the outcomes our community members feel and the improvement they experience in their healing journey. Our clinical study results, which shows a 90% improvement across up to 15 symptoms of menstrual and hormonal imbalances, alongside our testimonials, are a true testament to the return on investment on high quality ingredients–the cornerstone of why we do what we do.

Women still make up a small portion of entrepreneurs. How do you advise aspiring entrepreneurs to leverage their gender and identity?

As a founder, I find strength in embracing my own unique gender, culture, lived identity, and in being able to authentically share that externally.

In the early days of a startup, I think it’s so important to spend time reflecting on your personal “why” behind what you’re building and how your particular identity and experiences are strengths supporting your cause. This will help you stay grounded and persevere through any challenges. It will also help you craft and share your story such that you can attract the right network of team members, investors, advisors, and customers that align with your mission and purpose, helping you succeed and stay motivated!  

Throughout your career or time in school, did you ever deal with any uncertainty, and how did you navigate it?

Yes, 100%. In school at Columbia, I wasn’t sure which direction I wanted to take after completing my Masters of Social-Organizational Psychology. It was really helpful to first experiment with a few different career paths through internships in Management Consulting, Talent and Change Management, and in-house strategy roles. In leading a startup, the same philosophy of learning through experimentation helps us navigate uncertainty by pivoting quickly and iterating on our hypothesis. I think the key is to give yourself space to explore and grow!

Quick Takes:

What’s your favorite spot on Columbia’s campus?

I completed my Masters of Social-Organizational Psychology at Columbia’s Teachers College and loved the time I spent with classmates in The Gottesman Libraries. I have so many fond memories of late nights and early mornings finalizing presentations and group projects while grabbing a tea or coffee at the library cafe.

Favorite self-care ritual?

I start every morning with an herbal tea or latte. Depending on how I’m feeling that morning or what I was up to the night before, I’ll change up the herbs I’m taking. Then, I’ll take some time for vedic meditation. A fellow founder friend, Ellie Burrows trained me on it and it’s been a constant part of my morning routine. Lastly, I’ve prioritized 20 minutes every morning to practice present moment awareness and journaling. Journaling is my daily way of holding myself accountable to this greater intention.

By caring for my mind, body and soul, I can bring my full self and positive energy to building Elix with love and intention so we can help more people discover the healing potential of TCM.

What is your favorite Elix product?

I love taking my personalized Cycle Balance formula with anti-inflammatory and adaptogenic herbs to support my menstrual health and to have a predictable, feel-good period every month. In between taking Cycle Balance, I love adding Daily Harmony to my morning matcha or afternoon tea to balance my hormones and to keep me mentally sharp and focused each day.