Matcha pioneer outlines health philosophy

Marisa Poster, co-founder of matcha brand PerfectTed, didn’t plan to create a wellness empire. She sought a better way to focus.

Poster, who has ADHD, turned to matcha after coffee left her anxious. The change offered more than caffeine—it provided control. “Matcha gave me a balanced, sustained lift,” she said. That experience became the foundation of PerfectTed, which now sells ceremonial-grade matcha, flavored blends, and ready-to-drink options.

The philosophy behind the product

PerfectTed describes itself as a wellness brand, though Poster defines the term carefully. “Wellness isn’t about perfection or restriction,” she said. Instead, the company emphasizes balance, offering pure matcha for traditionalists and more indulgent products for newcomers. The aim isn’t to preach but to make matcha as common as coffee.

This approach shaped the business model. While the mission centers on wellness, execution follows consumer packaged goods strategies. The brand prioritizes retail, foodservice, and hospitality over niche health stores. “We don’t want healthier energy limited to specialty shops,” Poster said. “We want it available wherever people shop.”

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Building a brand from scratch

When Poster and her co-founders launched PerfectTed, none had drinks industry experience. “We had no manufacturing or retail background,” she said. Challenges included sourcing ingredients and handling supply chain issues, especially after appearing on Dragons’ Den.

The obstacles extended beyond operations. Poster has discussed her ADHD and depression, which sometimes made the company’s success feel disconnected from her personal struggles. “Leading through uncertainty while managing my own wellbeing and a growing team isn’t something anyone prepares you for,” she said.

Being the public face of the brand has trade-offs. The highs feel rewarding, but the lows are harder. There’s pressure to maintain a polished image, even on difficult days. “I also feel a responsibility to show the reality of entrepreneurship, not just the highlights,” she said.

The initial audience included health-conscious Gen Z and Millennial women, many frustrated by the male-dominated energy drink market. Over time, the customer base expanded. What unites them now is a desire for steady energy without coffee’s crashes.

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Future plans for the company

Poster sees potential in disrupting the energy drink market. “Most consumers still drink coffee daily, and many haven’t tried matcha regularly,” she said. The opportunity lies in matcha as an ingredient—usable in drinks, powders, and foodservice.

PerfectTed is expanding its Matcha Energy range, a line of sparkling, no-added-sugar drinks. The move aims to redefine energy drinks, moving away from extreme-sports branding toward something more accessible.

In three to five years, Poster wants PerfectTed to become the default matcha brand. The U.S. market is a key target, but she avoids fixating on revenue. “Success means building a brand that improves lives,” she said. “If we help millions feel more focused and energized, that’s the goal.”

The brand remains in early stages. The cans, office decor, and even Poster’s occasional green-tinted hair all trace back to a personal need. But the vision extends beyond matcha—it’s about making wellness simple, not exclusive.