Nomu Matcha was born from equal parts obsession and rebellion.
After noticing the rise in low-quality, poorly prepared matcha, mother-daughter duo Karen Parsons and Tessa Stockdale set out to drive accessibility to great matcha.
Parsons had always believed growth doesn’t have an age limit, and joining her daughter in a completely new industry felt exciting and slightly confronting.
“Launching Nomu with my daughter has been incredibly special. Seeing an idea move from concept to the shelves and watching customers line up to try it is something I’ll always treasure. It’s rare to build something both commercially ambitious and personally meaningful,” said Parsons.
Although she had never worked in FMCG, this allowed Parsons to apply her 20 years of experience in shipping and logistics, along with her work in employment mediation, to something meaningful.
At the same time, Stockdale had spent over a decade building brands in wellness, beauty, and luxury, from launching Benefit Cosmetics on TikTok UK to leading digital strategy for global brands across Europe. Somewhere along the way, she fell into an obsession with matcha and launched Nomu in December 2024.
Now, over a year later, knowing that thousands of consumers across Australia and New Zealand start their day with Nomu continues to motivate the duo.
“Equally motivating is mentoring others, giving interns meaningful responsibilities, and watching them grow. Growth isn’t only about scale; it’s about impact,” said Parsons, who admired founders who lead with transparency and resilience.
Similarly, Stockdale mentioned her aunt, Kate Parsons, and Libby Boxall of Milou Beauty, who also co-founded Dose & Co, as incredible sources of support.
She added that Boxall’s transparency and raw advice were not only valuable but also gave her a sense of safety and a sense of relatability with someone who understood the unique journey of starting an FMCG business.
Stockdale highlighted that the pillars of success were answering the hard questions and taking the time, whether for preparation, growth, or positioning.
“Building a business isn’t about knowing everything; it’s about surrounding yourself with people who strengthen your gaps. Strong businesses invest in people, not just products,” concluded Parsons.
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