Wellness
How Durana Elmi Grew Her Influence and Made Cymbiotika a Wellness Powerhouse
Award
Recognition
44
Media Placements
Cover Story
on Harpers Bizaar
THE
CHALLENGE
Durana Elmi, co-founder and COO of Cymbiotika, had already built an empire with her cult wellness brand. But while Cymbiotika’s star was on the rise, Durana’s personal brand lagged behind. Her remarkable journey—from escaping Afghanistan to becoming a powerhouse entrepreneur and philanthropist—wasn’t reflected in the media. With only a handful of outdated press mentions, Durana’s story was untapped gold waiting to shine.
The stakes were high. Durana needed to be recognized not only as the driving force behind Cymbiotika but as a visionary leader with a story that could inspire women worldwide. To do this, we had to position her as the face of the brand, train her for high-profile media formats, and craft narratives that captured her multidimensional impact.
THE
SOCIETY22
APPROACH
We turned Durana’s story into a multi-dimensional media force:
Uncovering the Story: We explored every facet of Durana’s life—from her inspiring immigration journey to her role as a San Diego community leader, philanthropist, and family woman. Each piece of her story became a thread in the rich tapestry we wove for her public narrative.
Elevating the Brand: We positioned Durana as both the architect of Cymbiotika’s success and a thought leader in wellness and entrepreneurship. This involved crafting media pitches that highlighted her unique perspective, securing features in Forbes, Harper’s Bazaar Vietnam, and Entrepreneur to name a few.
Maximizing Media Training: We prepared Durana to own the spotlight in new formats, including podcasts and TV interviews, ensuring her poise matched her expertise.
Strategic Event Amplification: Secured NBC coverage and influencer participation for Cymbiotika events, amplifying both Durana’s personal brand and Cymbiotika’s reach.
Award-Winning Visibility: Implemented a targeted awards strategy, securing major wins
THE
RESULTS
In just a few months, Durana Elmi went from under-the-radar to front-and-center:
44 Media Placements: Showcasing her leadership, personal story, and Cymbiotika’s growth.
Social Growth: Durana’s social following skyrocketed from 4,000 to over 100K.
Brand Expansion: Cymbiotika launched new product lines (Cymbiotika Kids, Cymbiotika Home), partnered with major events like the US San Diego Open, and earned 3 Product of the Year awards.
Award Recognition: Named San Diego Business Woman of the Year 2023 and Female Achiever | Leader of the Year (Silver).
THE
IMPACT
Today, Durana Elmi is more than an entrepreneur—she’s a movement. Her personal brand is a beacon of empowerment, inspiring women and industry leaders alike. Her heightened media presence has led to inbound opportunities ranging from sponsorships to an autobiography deal.
Cymbiotika continues to thrive, with expanded product lines and partnerships, while Durana works on creating a personal website to solidify her growing legacy.
Society22 didn’t just elevate Durana’s story—we made it impossible to ignore. And as a result, she’s not just part of the wellness industry conversation; she’s leading it.