Interview with Cathy O'Brien, CEO of Naturopathica

Cathy O’Brien’s career trajectory is far from linear - she bounced from Tommy Hilfiger to the music industry to her own branding agency to now CEO of Naturopathica. Her path represents a blended interest in business, media, and creativity.

O’Brien attributes her success in these disparate fields to her unrelenting passion and work ethic. “The thing that will take you the farthest is your attitude and your work ethic,” she asserted.

In 2022, O'Brien’s various skills and expertise drew the attention of private equity leaders who sought her help with a struggling wellness brand: Naturopathica. “I knew Naturopathica,” she recalls. “If you know, you know. It is the original holistic, non-toxic brand from thirty years ago.”

When O'Brien arrived, the brand was struggling. It had only two physical locations—in East Hampton and Chelsea– and few spa partners. It lacked an influential social media presence and had only a vaguely defined brand image. “You can’t build a house without a foundation,” she said. She set out to revamp Naturopathica’s infrastructure, overhauling the website and branding while solidifying the brand’s focus on the “healing power of touch.”

Soon after O’Brien’s changes, Naturopathica’s revenue streams grew and its spa partners expanded. However, O’Brien was then forced to perform a second resuscitation of sorts when COVID-19 pummelled many businesses in the wellness industry. O'Brien rose to the challenge, revitalizing the company and helping steer it toward stability and growth.

O'Brien’s work at Naturopathica took on new significance after she was diagnosed with breast cancer last year. Having experienced the brand’s treatments firsthand, she became even more committed to its mission. Under her leadership, Naturopathica expanded into oncology care, training therapists to support individuals undergoing cancer treatment. Since then, O’Brien has become even more deeply committed to Naturopathica’s mission.

O'Brien that the brand’s commitment to high-quality ingredients forces a higher price point which renders the products inaccessible to most. To remedy this, O’Brien is currently working on developing less expensive products to ensure more people can benefit from high-quality skincare, including those undergoing chemotherapy. “I could rely on our products during cancer, but many others couldn’t,” she says.

O’Brien also finds it disheartening that massage therapy—a key part of the brand’s ethos—is not covered by insurance, making it inaccessible for many who could benefit from it. She hopes that new legislation will resolve this, making her brand more accessible and widely used.

O'Brien is excited about the future of Naturopathica and the wellness space more generally. With a focus on accessibility and a steadfast commitment to the “healing power of touch,” she sees Naturopathica as a leader in providing meaningful care through high-quality, holistic products. Naturopathica is thirty years in the making, and she believes its time has finally come. “There’s still a lot of work to do,” O'Brien said, “but I believe we’re ready for it. Every movement takes time, but we’ll get there.”