Beauty
Co-founder and COO of Cymbiotika, Durana Elmi, is a powerhouse of strength, resilience and determination, yet she retains a femininity we have long admired.
Elmi’s journey is a testament to the art of resilience – grace under pressure, strength in adversity, and an unwavering commitment to making a difference.
On our cover shoot we took the time to understand what it’s taken to build a global wellness brand and continue to strive for excellence whilst having empathy on a daily basis.
What do the first 30 minutes of your day look like?
My morning routine is sacred. I begin with a moment of gratitude, setting my intentions for the day. Then, I start with hot water and lemon, followed by Vitamin C, super greens, and glutathione. After that, I hit the gym, enjoy a smoothie, and then wake up my girls – ready to conquer the day.
What was the vision from the outset for Cymbiotika, and how did you know it was the right time?
To be honest, the timing was luck. We found ourselves at an intersection in life where we intentionally wanted to create something meaningful – something that would genuinely make a difference in the world and help people live happier, healthier lives.
How do you lean into your strengths, and how do you delegate to support areas where you are less strong?
I focus on what I do best – vision, leadership, and innovation – while surrounding myself with an incredible team who complements my weaknesses. Delegation is about trust, and I ensure that every team member feels empowered in their role.
What is the DNA of Cymbiotika, and has it evolved over time?
At its core, Cymbiotika is about merging nature with science to create the highest quality wellness products. Our mission is unwavering, but our approach evolves as we innovate and adapt to new discoveries.
How has your background informed how you operate professionally in business?
My upbringing instilled resilience and a deep appreciation for hard work. I bring that same level of commitment and adaptability into business, ensuring that every decision aligns with our mission and values.
How do you scale without compromising on quality?
Quality is non-negotiable. We prioritise sourcing the best ingredients, rigorous testing, and maintaining integrity in our production. Scaling is about being methodical – growth should never come at the cost of excellence.
What is the key to growing a community as a brand?
Authenticity and connection. Our customers trust us because we are transparent and genuinely care about their well-being. Engagement, education, and providing real value are crucial to building a loyal community.
What has been the biggest challenge since launching Cymbiotika, and how did you overcome it?
Navigating rapid growth while maintaining our core values. We overcame this by staying true to our mission, hiring the right people, and ensuring that every expansion step was aligned with our vision.
“It’s about harmony. I embrace my strength, assertiveness, and drive while also leaning into intuition, empathy, and grace. Both energies are essential for leadership”
What has been the biggest reward?
Seeing how our products positively impact people’s lives. Hearing stories of transformation and wellness makes every challenge worth it.
Who has inspired you in business and life, and why?
I draw inspiration from strong, resilient women who have paved the way before me, as well as leaders who operate with both vision and heart.
How do you balance masculine and feminine energy?
It’s about harmony. I embrace my strength, assertiveness, and drive while also leaning into intuition, empathy, and grace. Both energies are essential for leadership.
Do you believe in visualisation, and how has it impacted your life?
Absolutely. Visualisation is powerful – it helps me manifest my goals and stay focused on the bigger picture. Seeing my success before it happens keeps me motivated.
What daily practices do you undertake to ensure you stay in your best energy?
Mindfulness, movement, nourishing food, and surrounding myself with positive energy. Prioritising self-care allows me to show up as my best self.
What advice would you give to someone wanting to start their own brand or business?
Start with a clear mission. Passion and purpose will drive you through the toughest times. Be patient, stay adaptable, and never compromise on quality or integrity.
This is the Resilience Issue – what makes you resilient, even in the most testing times?
Resilience comes from perspective. I remind myself that challenges are opportunities for growth. I also rely on tools like meditation, journaling, and apps that keep me organised and grounded.
Cover Star: Durana Elmi
Creative Direction: Amy Sessions
Photographer: Laura Bravo Mertz
Production: Lauren Palmer and Maka Uddin
Stylist: Ozzy Shah
Assistant Stylist: Anabelle Hernández
Makeup: Fariia Sipahi
Hair: Hannah Kvasova
