Venus Williams announces new wellness collaboration

Venus Williams is focusing on self care as she begins a new venture with wellness company Asutra.

The tennis ace was originally an investor in the American firm, but has taken her commitment one step further and is now chief brand officer.

Venus, 38, became a fan of Asutra after using the brand’s Chill Pain Away Magnesium CBD Cream to heal her sore limbs after playing tennis.


“I came to Asutra as a customer… the more I learned about the company, the more intrigued I became,” she told WWD.

The Grand Slam winning sportswoman was inspired by her mother to focus on time to heal herself mentally and psychically, and it’s what prompted her to find a company to invest in.

“I’ve always been in that (wellness) realm. I grew up that way with my mom,” Venus explained. “She kind of grew up in California in the ‘70s, so you know how that goes. It was all natural and that sort of thing, and even for my own health I do a lot of things that enhance my health to keep inflammation down, the way I eat and all of that.”

The brand’s organic products are meant to help customers “amp up their self-care time,” according to the Asutra founder, Stephanie Morimoto.

Asutra also ensure that its products don’t contain any nasties like parabens, phthalates, and petroleum.

And the natural approach to beauty and self care struck a chord with Venus.

“I love their focus on active self care,” she shared. “Obviously I live and breathe that, and I was able to use their products as a part of actively taking care of myself. I also love that their products work and they use all natural ingredients, so you can use the products for your mind, body and soul. That was a huge appeal for me and just fit right into my lifestyle.”