$100M BRAND STORY

How Sakara Life Hit $150M in Revenue (Without Sacrificing Sustainability)

Sakara Life isn’t just delivering meals, they’re delivering transformation. Founded by best friends Whitney Tingle and Danielle DuBoise, the brand’s mission is to change how we nourish our bodies, starting with what’s on our plate. They blend plant-based nutrition, science-backed wellness, and aesthetic pleasure into a daily ritual of eating well.

The moment that changed everything? In 2012, after healing themselves from chronic skin and gut issues, they turned their personal food-as-medicine philosophy into a business. Fast-forward to now: Sakara Life is shipping across the United States, has a bestselling cookbook, a podcast, and a seriously loyal cult following.

Are They Funded or Bootstrapped?

Sakara’s story started on grit and dinner parties. Literally. The founders raised their first $700 by hosting a dinner event for friends, then used that cash to build a simple website and print flyers. They were bootstrapping before it was trendy, cooking meals themselves in a tiny NYC apartment and hand-delivering orders.

They didn’t raise outside capital until 2016, securing just under $5M in Series A funding. Total funding to date? Around $20M, according to Crunchbase—modest compared to meal delivery peers, and a testament to their sustainable, revenue-driven growth model.

And here’s the kicker: by 2021, Sakara was reportedly on track to hit $150 million in profitable revenue,. That’s a rare feat in the world of DTC food startups—especially with only $20M in capital raised.

Their Origin Story

Whitney and Danielle’s paths to wellness were born out of frustration with conventional solutions. Whitney battled severe cystic acne, trying everything from dermatologists to Accutane. Danielle was dealing with gut health and body image issues, stuck in a cycle of disordered eating. Nothing worked—until they looked inward and turned to food as medicine.

Raised in Sedona, Arizona, a mecca for spiritual wellness, they leaned into their roots. They began crafting nutrient-dense, plant-based meals and noticed powerful changes: clearer skin, better digestion, more energy. That personal transformation sparked their business idea: make healthy eating feel indulgent, easy, and beautiful.

Core Customer Base

Sakara’s customers, affectionately called “Sakara Lights,” are primarily women aged 25-45 who prioritize health, self-care, and sustainability. They’re busy professionals, moms, and wellness enthusiasts who want to feel their best but don’t have the time to cook elaborate, nutrient-dense meals.

What makes them loyal? Sakara’s meals aren’t just healthy—they’re Instagram-worthy, delicious, and designed to make you feel like the best version of yourself. The brand’s emphasis on education—teaching customers about gut health, the microbiome, and the mind-body connection—also fosters a deep sense of trust and community.

How Did They Grow So Sustainably?

Sakara didn’t scale overnight—but they scaled smart. Early buzz from Goop and Daily Candy gave them street cred with wellness tastemakers. Their DTC model allowed full control over product quality and customer experience, which built trust early on.

They layered on:

• Subscription plans with varying intensity (1 to 3 meals/day)

• eCommerce expansion into snacks, supplements, and wellness tools

• Content marketing through The Sakara Life Podcast, cookbooks, and guides

• Sustainability practices like organic sourcing, composting, and recyclable packaging

They didn’t just grow a customer base—they grew a movement.

Key Milestones

• 2012: Sakara Life is founded, with Whitney and Danielle cooking meals in their NYC apartment.

• 2016: Raises $5 million in Series A funding.

• 2018: Launches their best-selling cookbook, Eat Clean, Play Dirty.

• 2020: Expands nationwide shipping and opens a 100,000-square-foot production facility.

• 2021: Introduces Sakara Beauty Water Drops and probiotics, expanding into the supplement space.

• 2023: Continues to grow its subscription base, delivering millions of meals annually.

Their Influencer Marketing Mix

Sakara is influencer marketing done right:

• Gwyneth Paltrow, Rachel Zoe, and Lily Aldridge have all raved about the brand

• Regular collabs with wellness micro-influencers, dietitians, and integrative doctors

• Strategic brand collabs with like-minded orgs focused on regenerative agriculture, mental health, and female empowerment

The vibe is: aspirational, but attainable—with influence that feels personal, not transactional.

Their Marketing X-Factor

Where Sakara really shines is their storytelling. Their entire brand radiates “wellness as a lifestyle”, not a chore. Their Instagram is a mood board, their cookbook is like a love letter to plants, and their packaging feels like opening a gift to yourself.

Their key marketing moves:

• Transparency: Real founder stories, ingredient sourcing details

• Education-driven: Gut health guides, hormone balance explainers

• Product expansion: Creating a wellness “ecosystem” (think supplements, detox kits, functional foods)

• Community-building: Challenges, testimonials, and live events

They aren’t just selling food, they’re selling transformation.

Takeaways for Wellness Brand Operators

1. Start with a Personal Mission: Sakara’s founders turned their own struggles into a mission to help others. Your brand’s “why” should be deeply personal and relatable.

2. Focus on Education: Sakara doesn’t just sell meals—they teach customers about nutrition, gut health, and self-care. Educating your audience builds trust and loyalty.

3. Sustainability Sells: From sourcing to packaging, Sakara’s commitment to the planet is a key differentiator. Consumers increasingly value brands that align with their values.

4. Leverage Influencers Strategically: Partner with influencers who genuinely love your brand and align with your mission. Authenticity is key.

5. Create a Holistic Ecosystem: Sakara’s expansion into supplements and beauty products keeps customers engaged and coming back for more. Think about how you can diversify your offerings.

Sakara Life is proof that when you combine a powerful mission with a commitment to quality and sustainability, you can build a brand that not only thrives but transforms lives. For wellness entrepreneurs, their story is a reminder that the most successful brands are born from passion, purpose, and a willingness to do the hard work.

Did Sakara’s story inspire you?

P.S. Thinking about implementing some of these strategies in your own brand?
Let’s talk.

The Conscious Collective Private Supper Club → In Collaboration with Klaviyo

I’m excited to announce The Conscious Collective Private Supper Club: a curated, invite-only dinner series for UK-based Better-for-You CPG founders driving toward an 8-figure+ exit within 5 years.

This is a high-impact, no-fluff space for founders scaling brands with both eCommerce and retail ambitions, alongside select investors and strategic enablers.

📅 First Supper: May 1, 2025
📍 Secret SW London location 🤫

Know someone who fits the bill?
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Spots are strictly limited!

On the Pod 🎧

Lastest episodes:

• Why B2B eCommerce is BOOMING – Lessons from Carrier a $20B Climate Tech Giant! → Steven Duran

• Amazon Wholesale Secrets: How to Find Suppliers & Scale to Millions → Corey Ganim

• From $200K to $4M in 3 Years 🦷 How This Dentist Couple Crushed Kickstarter, Amazon & IP Wars → Brynn Snyder

• Scorecards: The Key to Accountability and Managing High-Performing eCommerce Teams → Matt Putra

• The Playbook for Breakthrough Growth in 2025 → Dr. Rebecca Homkes

• 2025 eCommerce Predictions: 25 Things to Expect

• Closing Out 2024

• 6 Essential Actions to Win Q1 and Crush 2025 → Kunle Campbell