In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Jesrina Arshad, founder and CEO of PurelyB, a wellness company rooted in Malaysia’s ancient herbal traditions. Jesrina shares how her personal health challenges inspired the creation of a brand that bridges centuries-old remedies with modern-day convenience—offering functional herbal blends in a unique "Pixie Stick" format.

Together, they explore the science and story behind the rare Tiger Milk Mushroom and Pegaga, and how PurelyB collaborates with indigenous communities, traditional healers, and research institutions to develop effective, sustainable products.

Jesrina also discusses her entrepreneurial journey—from bootstrapping and pre-order launches to achieving global reach and building a mission-driven business with a strong focus on health transformation and cultural preservation.

Whether you’re a CPG founder, wellness enthusiast, or simply curious about functional mushrooms and ancient botanicals, this episode offers valuable insight into innovation, resilience, and purpose-led brand building.

Tune in now!

Listen in as they share about:

Ancient Remedies & Science Integration
Product Development & Launch Journey
Business Growth & Strategy
US Market Expansion
Sustainability & Ethical Sourcing
Natural vs. Pharmaceutical

Episode Links:

Website: https://purelyb.com/
LinkedIn: https://www.linkedin.com/in/jesrinaarshad/

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Show Links:

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Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics

If you’re ready for the new standard for business banking,
Head to www.rho.co/startupcpgto learn more.

Founder Feature: Jesrina Arshad of PurelyB