Green-ish

Kate Yarbrough & Ari Luterman
  • 4.8 (12)
  • Business
  • Updated Biweekly

Hosted by college best friends Kate & Ariana, Green-ish explores the intersection of wellness, business, and modern ambition through thoughtful conversations with founders, investors, creatives, and industry leaders. Together, they go beyond the résumé and the highlight reel to uncover the stories, pivots, rituals, and mindsets behind meaningful lives and careers. Drawing on backgrounds spanning integrative nutrition, venture capital, startups, private equity, and entrepreneurship, Ariana and Kate bring curiosity to every conversation—asking the questions they wish someone had asked before th

  1. 5d ago

    The New Rules of PR: Trust, Performance & AI with Lauren Kleinman

    #36. What does great PR actually do for a business? And as consumers increasingly discover brands through creators, Substack, Reddit, and AI, what does it take to build trust — and stay relevant — in a rapidly changing media landscape? This week, Kate Yarbrough sits down with Lauren Kleinman, founder and CEO of Dreamday and co-founder of Quality Media and The Quality Edit. Before becoming a founder, Lauren helped scale Ritual as one of its earliest marketing leaders, where she saw firsthand the gaps between traditional PR, affiliate marketing, and measurable business results. Those insights ultimately led her to pioneer the concept of performance PR: combining storytelling and credibility with traffic, revenue, and customer acquisition. In this conversation, Lauren shares how Dreamday grew out of the pain points she experienced as an operator, why the future of brand discovery extends far beyond traditional media, and how AI and LLMs are creating an entirely new layer of visibility for consumer brands. She also opens up about entrepreneurship, choosing the right co-founder, building teams around your weaknesses, navigating burnout and motherhood, and why the strongest founders eventually learn to make themselves less essential to the day-to-day business. In this episode, we discuss: Lauren’s path from Ritual to founding Dreamday and Quality Media How performance PR connects storytelling with measurable business results Why consumer trust is shifting toward creators, newsletters, Reddit, and social platforms How AI and LLMs are changing brand discovery and visibility What Lauren believes separates enduring founders and brands Why resilience, decisiveness, and staying close to the customer matter as companies scale What to look for in a co-founder and how to build a strong working partnership How burnout, motherhood, and scaling her team changed Lauren’s definition of success Why delegation can make both a founder and a business stronger Lauren’s biggest lessons on resilience, pressure, and enjoying the process

    The New Rules of PR: Trust, Performance & AI with Lauren Kleinman

  2. Sep 19

    The Female Economy, Reimagined: Building Capital F with Margaret Coblentz

    #35. Women influence trillions of dollars in spending every year, so why are so many of their needs still overlooked by founders and investors? And what happens when you stop thinking about opportunity by industry and start thinking about the person at the center of it? This week, Kate Yarbrough sits down with Margaret Coblentz, co-founder and general partner of Capital F, a pre-seed and seed-stage venture fund investing across AI, women’s health, and digital commerce. Before becoming an investor, Margaret was an operator, growing the e-commerce division of a major retailer from $20 million to nearly $100 million in revenue, and later founded and scaled her own luxury DTC brand, Frances Austen, through a successful acquisition. In this conversation, Margaret shares how her experience as both a founder and operator shaped the way she now evaluates and supports entrepreneurs, and why Capital F is built around the $15 trillion female economy. She explains what gives her conviction in a founder at the earliest stages, why deep expertise matters more than an obvious solution, and where she sees opportunity emerging across women’s health, AI, and consumer technology. In this episode, we discuss: Margaret’s path from operator and founder to venture investorHow building Frances Austen shaped the way she now supports foundersWhy Capital F is focused on the $15 trillion female economyHow understanding the end consumer can uncover opportunities across industriesWhat Margaret looks for when evaluating an early-stage founderWhy deep expertise and non-obvious solutions create convictionHow Capital F works alongside founders after making an investmentWhere Margaret sees opportunity across women’s health, AI, and digital commerceWhy the next generation of women’s health companies may require both deep scientific expertise and consumer understandingThe importance of curiosity and “trust but verify” in business and investingWhy Margaret believes women should speak more openly and ambitiously about making moneyHow motherhood changed the way she thinks about time, efficiency, and saying yesWhy clear priorities are one of Margaret’s biggest tools for working more efficientlyThe founder lesson she learned the hard way: the value of having a great co-founderWhy complementary skill sets and aligned values matter when choosing a business partnerHow geography, community, and proximity to customers can influence early-stage companiesWhy becoming a lifelong learner requires getting comfortable with being bad at something first

    The Female Economy, Reimagined: Building Capital F with Margaret Coblentz

  3. Sep 14

    Brain Health, Reimagined: Building BrainFood with Megan Burton

    #34. We think constantly about what we eat, how we move, and how much we sleep - but how often do we think about actually nourishing our brains? In a world built around caffeine and the afternoon slump, what if the thing we reach for every day could support both hydration and brain health? This week, Kate Yarbrough sits down with Megan Burton, co-founder and CEO of BrainFood, a functional sparkling water designed to support focus, clarity, stress balance, and brain health without caffeine or added sugar. With a background in biomedical engineering and genetics, Megan began her career in consulting before earning her MBA from Wharton, where she began turning her own experience with burnout into what would eventually become BrainFood. In this conversation, Megan shares how BrainFood evolved from an early idea into a broader approach to brain wellness, why she believes nutrition and physical habits play such an important role in how we feel mentally, and how she developed the product from the ground up. She also gets candid about the realities of building a beverage company - from formulation and flavor testing to manufacturing, retail, and learning how to grow without moving too quickly. In this episode, we discuss: Megan's path from biomedical engineering and genetics to consulting and entrepreneurship How burnout inspired the original idea for BrainFood Why brain health has historically been overlooked within wellness The connection between nutrition, physical habits, and mental wellness Why BrainFood was created as a beverage rather than another supplement How early exploration around focus and ADHD helped shape BrainFood’s broader approach to brain wellness The research and testing behind BrainFood's ingredients How Megan developed and tested 17 different flavor concepts at Wharton What she has learned about manufacturing, retail, and growing a CPG brand Why enjoyment is essential to creating sustainable wellness habits Megan's own daily wellness practices as a founder Megan's Green-ish Goal for remembering that how we feel mentally can often be influenced by sleep, nutrition, movement, and other physical habits

    Brain Health, Reimagined: Building BrainFood with Megan Burton

  4. Aug 31

    Beyond Brushing, Building KÖPPEN, and the Future of Oral Care with Priya Shah

    #33. We think constantly about gut health, skincare, nutrition, and sleep - but when it comes to our mouths, most of us still think brushing our teeth twice a day is enough. What if oral care is actually one of the most overlooked pieces of whole-body wellness? This week, Kate Yarbrough sits down with Priya Shah, co-founder of KÖPPEN, the science-backed oral wellness brand reframing how we think about the mouth - not simply as a cosmetic concern, but as a gateway to overall health. After years of personal interest in wellness and formal study across multiple health modalities, Priya became fascinated by the oral microbiome and the disconnect between its importance and the way modern oral care had been built. KÖPPEN launched with a single tongue scraper and has since grown into a full system designed to support the entire mouth through products rooted in both ancient practices and modern research. In this conversation, Priya explains why brushing alone is an incomplete approach to oral health, what the tongue and oral microbiome can reveal about the rest of the body, and why practices rooted in Ayurveda are increasingly finding their way into mainstream wellness. She also shares how she and her brother built KÖPPEN from the ground up, why they started with a tongue scraper, how they approach ingredients and formulation, and the surprising problem with many conventional breath mints. From beautiful design to better daily rituals, Priya offers a new way to think about one of the few wellness practices we repeat every single day. In this episode, we discuss: Priya's lifelong interest in health, wellness, and naturally derived remedies How studying different health modalities changed the way she thought about her own body and routines Why the mouth can be a gateway to understanding whole-body health The oral microbiome and why brushing your teeth is only one part of whole-mouth care What the tongue can potentially signal about what is happening elsewhere in the body How ancient practices like Ayurveda and traditional Chinese medicine influenced Priya's approach to oral wellness Why Priya and her brother believed the traditional oral care category was ready to be reimagined How KÖPPEN combines science, naturally derived ingredients, and thoughtful design Why the brand launched with a tongue scraper - and what selling out repeatedly taught them about consumer demand The difference between tongue scraping and using a toothbrush to clean your tongue How KÖPPEN evaluates ingredients with researchers, chemists, and dental professionals The thinking behind ingredients like hydroxyapatite, bromelain, papain, and xylitol Why many conventional breath mints may only temporarily mask bad breath - and how KÖPPEN approached creating a healthier alternative Everyday habits, including mouth breathing, that Priya believes can disrupt the oral microbiome Why Priya believes oral care will become a much bigger pillar of the wellness conversation over the next five years How Priya and her co-founder think about beauty, design, and turning everyday oral care into a ritual Priya's Green-ish Goal for creating more space, clarity, and connection in everyday life

    Beyond Brushing, Building KÖPPEN, and the Future of Oral Care with Priya Shah

  5. Aug 16

    Rethinking SPF, Building SONNI, and the Future of Sun Care with Megan Black and Eliana Field-Marsham

    #32. We all know we should wear sunscreen every day—but why do so many of us still skip it? This week, Kate sits down with Megan Black and Eliana Field-Marsham, co-founders of SONNI, a skincare-first sun protection brand reimagining what mineral SPF can look and feel like. Built around high-performance, dermatologist-tested mineral formulas and elegant textures, SONNI is tackling one of sun care’s biggest challenges: creating products people actually want to use every day. Before founding SONNI, Megan spent nearly four years at Estée Lauder leading global online strategy and omnichannel initiatives before earning her MBA at Kellogg. Eliana began her career at McKinsey before joining Little Spoon, where she gained firsthand experience scaling a modern consumer startup, and later earned her MBA at Stanford GSB. In this conversation, Megan and Eliana share how a personal frustration with sunscreen became the foundation for SONNI, how their longtime friendship evolved into a co-founder partnership, and why they built the brand with retail and omnichannel distribution in mind from the very beginning. They also unpack the science behind mineral SPF, what today’s increasingly educated skincare consumer expects from brands, and the lessons they’ve learned building a company from the ground up. In this episode, we discuss: How Megan’s own experience with sunburns, and her sister’s melanoma diagnosis, inspired the idea for SONNIWhy sunscreen has an experience problem and how SONNI is working to make SPF feel more like skincareThe science behind mineral sunscreen and the formulation challenge of eliminating the traditional white castHow Megan and Eliana’s backgrounds at Estée Lauder, McKinsey, and Little Spoon shaped the way they built SONNIWhy they designed the business for omnichannel distribution from day one rather than thinking purely DTCHow their 15-year friendship evolved into a co-founder relationship, and why clear swim lanes and deep trust matterWhat they’ve learned about building consumer trust in a highly regulated, science-driven categoryWhy dermatologist relationships, med spas, and trusted skincare professionals play an important role in SONNI’s growthHow Kellogg and Stanford GSB changed the way Megan and Eliana thought about entrepreneurship, leadership, and company cultureThe unexpected reality of becoming a generalist as a founder and learning every detail of the businessSONNI’s vision for expanding beyond traditional sun care into a broader ecosystem of skin protection and recoveryWhy increasingly educated consumers are raising the bar for science, efficacy, and transparency across beauty and skincareFind Sonni here: https://sonniskin.com/

    Rethinking SPF, Building SONNI, and the Future of Sun Care with Megan Black and Eliana Field-Marsham

  6. Aug 4

    Reimagining Fertility: Building Cofertility with Lauren Makler

    #31. Fertility is one of the most consequential parts of women’s health, yet for many women, it remains confusing, expensive, and difficult to plan around. What would it look like to give women greater clarity, choice, and freedom before they are ready to start a family? This week, Kate Yarbrough sits down with Lauren Makler, co-founder and CEO of Cofertility, the platform helping women freeze and store their eggs for free when they donate half to intended parents who need an egg donor. Before launching Cofertility, Lauren spent nearly a decade at Uber, where she founded Uber Health and helped build the business to serve more than 10 million patients. Her own experience facing a rare abdominal disease, and the possibility of losing her ovaries, ultimately shaped Cofertility’s mission. In this conversation, Lauren shares why the traditional egg donation model needed to be reimagined, how egg freezing can give women greater agency over their relationships and careers, and why fertility education should begin long before someone is ready to have a baby. She also reflects on building Uber Health from within a larger organization, staying relentless in the face of rejection, finding the right co-founder, and how motherhood has changed her approach to ambition, wellness, and risk. In this episode, we discuss: Lauren’s personal fertility journey and the experience that inspired CofertilityHow Cofertility is making egg freezing more accessible through egg sharingWhy the traditional egg donation model needed to be reimaginedThe biggest misconceptions surrounding fertility and egg freezingThe concept of “fertility longevity” and planning from a place of abundanceBuilding Uber Health from an internal pitch into a $100 million business in 18 monthsHow to introduce a new idea within a larger organizationNavigating naysayers, rejection, and the mindset of “just you wait”Finding the right co-founder and evolving responsibilities over timeHow Los Angeles has shaped Cofertility’s growth and communityThe ways motherhood changed Lauren’s relationship with ambition and riskIn this episode, we discuss:

    Reimagining Fertility: Building Cofertility with Lauren Makler

  7. Aug 3

    Science, Skepticism, and the Future of Supplements with Katerina Schneider, Ritual

    #30. When Katerina Schneider became pregnant with her first daughter, she began questioning something millions of people take for granted: How do we know what is actually inside the supplements we take every day—and whether they are safe and effective? This week, Kate sits down with Katerina, founder and CEO of Ritual, the science-backed wellness brand known for its traceable ingredients, clinical research, and commitment to transparency. She shares how she built Ritual despite investors dismissing women’s health as niche. In this conversation, Katerina discusses building Ritual for the “healthy skeptic,” expanding from direct-to-consumer into retail, investing in women-centered clinical research, and advocating for stronger supplement regulations. She also reflects on leading the company through different stages of growth, learning to make herself irrelevant as a CEO, and what is next for Ritual and the future of women’s health. In this episode, we discuss: How Katerina’s first pregnancy inspired Ritual Building Ritual despite women’s health being dismissed as “niche” Creating a supplement brand for the “healthy skeptic” Expanding Ritual from direct-to-consumer into major retailers Why Ritual’s first hire was a scientist The lack of women-centered clinical research Advocating for greater transparency and supplement regulation Leading Ritual through growth, profitability, and scale Why changing your routines can change your results Katerina’s advice to “make yourself irrelevant”

    Science, Skepticism, and the Future of Supplements with Katerina Schneider, Ritual

  8. Jul 18

    Democratizing Angel Investing: Building PlayMoney with Cheryl Kellond

    #29. Angel investing has long felt like an exclusive club—reserved for venture capitalists, founders, or people writing six-figure checks. But what if backing the next generation of startups was far more accessible than most people realize? This week, Kate sits down with Cheryl Kellond, founder and CEO of PlayMoney, the platform making startup investing more approachable through curated deal flow, education, and technology. Before launching PlayMoney, Cheryl built and exited companies of her own, worked at Kickstarter and AngelList, and spent years on both sides of the fundraising table. As an angel investor in PlayMoney, Kate was especially excited to explore Cheryl's perspective on the future of startup investing, venture capital, and entrepreneurship. In this conversation, Cheryl shares why angel investing shouldn't be intimidating, how founders should think differently about fundraising, why not every company should raise venture capital, and how AI is changing both company building and investment decision-making. She also shares what she's learned from founding multiple companies, navigating failure, and helping thousands of first-time investors write their first startup checks. In this episode, we discuss: Cheryl's journey from founder to angel investor to CEO of PlayMoneyThe biggest misconceptions about angel investing and accredited investorsWhy writing your first startup check is more accessible than most people thinkHow PlayMoney is making startup investing easier through curated deal flow and educationWhy founders should think beyond traditional venture capitalThe concept of "founder-funding fit" and choosing the right capital for your businessLessons from building and exiting multiple startups across hardware, healthcare, and fintechWhat Cheryl looks for when evaluating early-stage founders and companiesHow AI is reshaping entrepreneurship, investing, and startup diligenceWhy building local startup ecosystems and local capital matters for innovationCheryl's perspective on wellness, balance, and designing a life alongside entrepreneurshipCheryl's Green-ish Goal for anyone looking to begin investing earlier in life

    Democratizing Angel Investing: Building PlayMoney with Cheryl Kellond
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Ratings & Reviews

4.8
out of 5
12 Ratings

About

Hosted by college best friends Kate & Ariana, Green-ish explores the intersection of wellness, business, and modern ambition through thoughtful conversations with founders, investors, creatives, and industry leaders. Together, they go beyond the résumé and the highlight reel to uncover the stories, pivots, rituals, and mindsets behind meaningful lives and careers. Drawing on backgrounds spanning integrative nutrition, venture capital, startups, private equity, and entrepreneurship, Ariana and Kate bring curiosity to every conversation—asking the questions they wish someone had asked before th

Information

  • Creator
    Kate Yarbrough & Ari Luterman
  • Years Active
    2022 - 2026
  • Episodes
    36
  • Rating
    Explicit
  • Copyright
    © Kate Yarbrough & Ari Luterman
  • Show Website
    Green-ish