How doola Helped Justina Ko Build Genevity+ Into a Global Wellness Brand

Founding Year: 2021

Founder: Justina Ko

Company: Genevity+ (Forever Young Japan)

Mission: To empower individuals to optimize longevity and performance through science-backed supplements.

Product: Longevity and performance supplements using advanced liposomal delivery

Industry: Health & Wellness / E-Commerce

For Justina Ko, building a wellness brand wasn’t just a business decision. It was a global mission rooted in science, culture, and community.

After being inspired by Japan’s deep-rooted traditions of longevity and health, she set out to create Genevity+, a high-performance supplement brand that blends modern scientific innovation with ancient wellness practices.

But expanding an e-commerce company internationally, especially into the U.S. market, meant navigating complex legal, financial, and compliance challenges. That’s where doola came in.

With doola, Justina was able to form her U.S. company from abroad, and position it for global growth without the usual headaches of international business setup.

Here’s the story of how Justina built Genevity+ and scaled her mission for wellness worldwide— with a strong foundation powered by doola.

Bridging East and West in the Science of Longevity

When Justina Ko moved to Japan, she was struck by the country’s deep-rooted culture of wellness and longevity. 

Inspired by the balance of tradition and innovation she observed, she began asking a bold question:

What if we could bring these principles to the modern world of high-performance health?

That question led to the creation of Genevity+, a global wellness brand focused on high-absorption liposomal supplements backed by science. 

With a subscription model and a strong emphasis on customer education, Genevity+ quickly carved out a niche among biohackers, fitness enthusiasts, and professionals seeking to enhance both performance and longevity.

But building a global brand comes with significant hurdles, especially when it comes to setting up operations across borders. 

That’s where doola stepped in to help Justina launch her U.S.-based arm of the business from abroad.

Founding Genevity+: From Curiosity to Company

Living in Japan sparked a curiosity in Justina that would eventually turn into a mission. 

While longevity supplements were often targeted at seniors, very few brands were speaking to high-performance individuals who also cared deeply about long-term health.

“I wanted to create a brand that combines the best of modern science with the wisdom of longevity practices.” — Justina Ko, Founder, Genevity+

With this vision in mind, she set out to build Genevity+, a company that not only provides high-quality supplements but also fosters a health-conscious community built on trust and education.

Her international perspective and commitment to quality made Genevity+ stand out in a crowded e-commerce market. But the road to building a brand wasn’t without its obstacles.

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Real-World Challenges and Customer-First Solutions

Like many fast-growing e-commerce founders, Justina faced her share of business hiccups.

One of the biggest challenges was a sudden stockout of a popular product mid-month.

“It was stressful, but I treated it as an opportunity to understand our supply chain better. We launched a pre-order campaign and communicated transparently with our customers.”

Instead of panicking, Justina leaned into customer relationships by responding honestly, offering pre-orders, and using feedback as fuel for improvement. 

The result? Customers didn’t just stay loyal— they became more vigorous advocates for the brand.

Another early challenge came in the form of negative product feedback. Many founders shy away from criticism, but not Justina. 

She reached out to the customer personally, addressed the concern, and made the necessary improvements.

These moments cemented her belief that staying close to the customer is the best growth strategy there is.

How doola Helped Expand Genevity+ to the U.S.

With a customer base mainly in the United States but operations based in Australia, Justina needed a reliable partner to help her set up the legal and compliance framework to operate confidently in the U.S.

That’s where doola became a key part of her journey.

“doola has been a game-changer. Their expertise made the entire process seamless and efficient. We were able to expand into the U.S. market while still operating from abroad.”

Here’s how doola supported Justina and Genevity+:

• Business Formation in the U.S.: doola handled the legal registration and setup, ensuring Genevity+ could operate compliantly while expanding globally.

• Compliance & Ongoing Support: With U.S. regulations and tax obligations taken care of, Justina could focus on product development and customer growth.

• Confidence to Scale: With a trusted partner in her corner, Justina was able to move faster, enter the U.S. market, and position her brand for global success.

In an industry where credibility and trust are everything, doola gave Justina the operational backbone to match her brand’s high standards.

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Advice for Wellness Entrepreneurs

Justina believes that every challenge is a chance to build deeper trust with your customers. 

Whether it’s a stockout, negative feedback, or uncertainty about direction, her strategy is to lead with honesty and adaptability.

“The best advice I’ve received is to stay close to the customer. Building something meaningful takes time, but by focusing on value and staying consistent, you can turn challenges into growth.”

For founders in the wellness or e-commerce space, Justina’s story is proof that you don’t need to know everything from the start.

You just need to stay curious, customer-obsessed, and open to learning along the way.

Looking to Launch a Global E-Commerce Brand? doola Can Help

Setting up a cross-border business can feel daunting, especially when you’re trying to expand into the U.S. from abroad. But with doola, you get a Business-in-a-Box™ solution for:

🚀 Business Formation for International Founders

🚀 U.S. Tax Compliance and Filings

🚀 Bookkeeping and Analytics

🚀 World-class Customer Support

Whether you’re launching a wellness brand like Genevity+, starting a dropshipping store, or building your dream startup, doola makes it easier to go global with confidence.

Ready to scale your business internationally?

Book a demo with doola today!