There’s no denying the boundless energy of GORGIE’s founder and CEO. After launching and successfully exiting her major lingerie startup, Michelle Cordeiro Grant is ready to stir up the beverage world with her own unique twist.
Every can of GORGIE is made with essential nutrients to uplift your daily routine and biotin to support healthy hair, skin, and nails. Plus, they’re equal parts functional and fashionable, enabling you to boost your energy without sacrificing your aesthetic.
Recently, we caught up with Michelle to learn more about her journey and hear her advice for fellow entrepreneurs.
1. Why did you start GORGIE?
I wanted to create a brand in the beverage industry inspired by the strategies of beauty and fashion. A brand with a voice, a look and a feel that jumps off the page — or in this case, the can — while incorporating community and style. This is a brand that makes wellness fun and invites people to what we call “the good energy club!”
All the energy drinks I saw were full of things like erythritol, sucralose, and aspartame. And it was all in packaging that was either geared towards men or didn’t feel relevant to what people want to hold today. Those products gave me jitters and crashes. Instead, I wanted a product that tastes good, feels good, and looks good too. One I was excited to drink and proud to hold!
Now, I love holding a GORGIE can. It exudes energy and fun, showcasing our community-first mindset. We love seeing our customers and followers showing their GORGIE can all over social media. Our fashion friends, fitness, athletes, entrepreneurs, doctors, nurses, lawyers, firefighters, teachers… you name it, we already see them loving GORGIE — a true energy-meets-wellness vibe, and truly energy for all!
2. What obstacles did you face along the way?
If you can think of it, we probably encountered it! Learning a new category is exciting but also challenging.
We were diligent about our formulation and ingredient sourcing. We expanded retailers and distributors, but we’re still navigating what it’s like to be a growing beverage brand across multiple swimlanes. I have some incredible mentors (shoutout to them!) who are established experts in the industry. They’ve brought me under their wings to teach me the ropes.
3. What lessons do you have for other entrepreneurs?
I say this so often to our team — live in beta! It’s easy to get distracted with the “perfect state” scenario, but I like to encourage the team and other business leaders to just beta. Pick a V1, test it out, and either scale it or scrap it from there.
Another thing I love to emphasize is that it’s freeing and empowering to say “No.” It’s okay to not do everything! It actually helps you make sure you’re prioritizing the right things by evaluating which of the options in front of you need to be yeses, which ones you want to be yeses, and which actually can be a no.
4. What’s on the horizon for GORGIE?
So much in the pipeline paced out for the next year or so! We dream bigggg! You’ll have to wait and see.
5. How do you keep work/life balance? What drives/inspires you?
I ask for help, and I say no sometimes! Every day is a little bit of everything — time for me, 1-on-1 time with my husband, time with my kids, time for work, and time for my team. If I feel like I'm burning out, I just cut back a little. I make sure to stay grounded in the most important things that recharge me, so I can be there in the way I want to be for everyone in my life.
I also hate skipping a day of exercise! I play tennis with friends, run to the beach, go for walks, bike with my husband and just love staying active no matter what!
GORGIE is created by women, and it’s for everyone! I’m driven to make wellness feel good, taste good, and look good with you — all while bringing those feel-good vibes!