Founder Spotlight: Mathew Gerson (Foria)
Meet Mathew Gerson
Company:
Foria
Business Description:
Foria is an innovative health and sexual wellness company offering a comprehensive collection of 100% plant-based products for intimacy, relief, and daily wellbeing.
Startup Stage:
We recently closed our Series A round of funding.
Locations:
Los Angeles, CA, USA
What led you to where you are today?
The plants made me do it! Honestly there is no way I could have dreamt up this journey for myself, as it’s been too wild with so many forces having collaborated to support our thriving. Foria was born in the cannabis space, with the launch of our first product, Pleasure – the original cannabis arousal oil that was quickly dubbed ‘weed lube’ – in 2013, effectively creating the category for cannabis and sexual wellness. Our community reported that our products profoundly enhanced sexual pleasure and also minimized discomfort. That very personal feedback we received inspired us to develop a first-of-its-kind suppository designed to help lessen menstrual discomfort and other painful conditions such as endometriosis and PCOS. These two products were the catalysts for everything that has come since. With the passing of the Farm Bill, we decided that in order to provide more people access to these powerful plant allies, we would start formulating products with cannabinoids sourced from USDA organic and regeneratively grown hemp, which, unlike THC-based products, could be accessed by all. Since then, we have expanded our product line with a best-selling multi-botanical arousal oil, an all natural plant based CBD lube, broad spectrum suppositories for pleasure and pain relief, daily tonics and topicals for wellbeing, and, most recently, bath salts for wellness, relief, and pleasure.
What do you wish you knew before embarking on your entrepreneurial journey?
I’m so glad that I knew next to nothing about business and the challenges of a start up! Knowing nothing freed me to engage from a place of intuition and empathy, rather than relying on book and second hand knowledge. But I guess if there was one thing, it would be to embody the notion of “resting while you run” as the journey to sustainability is a lot longer than you realize. Also, Kava, drink more Kava!
What is the most difficult decision you've had to make regarding your business so far?
As much as we want to get our products into as many hands as possible, we have had to turn down a number of opportunities to scale and grow our THC business into new states as the alignment with the potential partners was just not right. Given the critical life issues we are addressing and how close we are to our community, having shared values and intentions around these topics is of paramount importance to us with any collaborators.
What can you help the VEGPRENEUR community with?
Foria would love to remain a source of inspiration and education for the VEGPRENEUR community, with regard to plant-powered products and practices to help reduce pain and increase pleasure at all stages of life. We know that these are issues affecting people everywhere, so we’re always looking to expand our community’s knowledge, and outlets like VEGPRENEUR are a vital way for us to do that; we encourage your community to reach out to us with questions!
How can the VEGPRENEUR community help you?
VEGPRENEUR can help Foria by continuing to promote meaningful conversations that lower the stigma associated with the world of sex and pleasure. We hope to spread the word about the power of plant-based products for intimacy, relief, and daily wellbeing.
Fun fact about you:
I thrive living in odd spaces. Spent one winter in a cave and a few in a Tipi in Colorado and currently live in a Geodesic dome.
Anything else you would like to share?
If you are a lover of plants, I highly encourage you to check out Stephen Harrod Buhner’s “Plant Intelligence and the Imaginal Realm”, which is one of our daily go to’s for inspiration.
Learn more about Foria in our article: Meet the Startups Improving Sex with Plants
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