Building a Premium Matcha Brand: The Journey of More Than Matcha
Rosie Goldwasser, 28, from Santa Monica, California, transformed her passion for matcha into a thriving business while working full-time as a customer experience strategist at PwC (PricewaterhouseCoopers). Her side hustle, More Than Matcha, is a premium matcha and lifestyle brand that has experienced remarkable growth since its inception. Starting in 2023 and officially launching in March 2024, the brand quickly gained traction, reaching $125,000 in revenue in its first year without spending a single dollar on advertising. By March 2026, Goldwasser decided to leave her corporate role to focus on the business full-time. Today, More Than Matcha is projected to generate between $400,000 and $500,000 in revenue in 2026.
Starting a Side Hustle: More Than Matcha
Goldwasser’s inspiration for More Than Matcha came from a personal struggle with energy levels. She often found herself either too tired to function or overly jittery and anxious from coffee, with no middle ground. Discovering matcha introduced her to a calm, focused energy that lasted — a stark contrast to her earlier experiences. However, she noticed a lack of high-quality matcha options available, especially at cafés where drinks were expensive and often disappointing. The at-home market also lacked consistency and brands with which she could connect authentically.
With a background of four years in marketing and six years in customer experience consulting, Goldwasser combined her professional expertise and personal passion to fill this gap. She recognized an opportunity to not only offer exceptional matcha but also create a brand experience that resonated deeply with consumers.
Finding the Perfect Matcha Powder for the Market
Before launching, Goldwasser was determined to find a matcha powder of such high quality that not bringing it to market would feel like a disservice. She invested months into researching growing regions, cultivars, harvesting methods, and sustainable farming practices. Her efforts culminated in discovering a unique four-cultivar blend, which she describes as the best matcha she has ever tasted. Her connection to the product deepened after visiting the supplier in Japan and meeting the farmers firsthand.
Goldwasser invested $25,000 of her own savings into the venture, covering branding, packaging, website development, product photography, and all essential details to bring the brand to life without external funding.
Outsourcing Fulfillment Was a Turning Point
Initially, Goldwasser managed every aspect of order fulfillment herself, packing and shipping orders late into nights and on weekends, sometimes turning her 700 square-foot apartment into a makeshift fulfillment center with help from friends and family. While this saved money early on, it significantly limited her time to focus on growing the business.
Deciding to outsource fulfillment was a pivotal moment. Though it added to expenses, it gave her back invaluable time to concentrate on product development, marketing, and partnerships — the activities that drive growth and innovation.
Focus on the Hero Product Before Expanding
Reflecting on her journey, Goldwasser wishes she had been more disciplined in focusing on the core matcha powder before expanding into other categories like merchandise. When More Than Matcha launched, it introduced the matcha powder along with four different hats, aiming to build a lifestyle brand. However, the brand had yet to establish a community of customers who identified with it.
She recommends prioritizing the hero product, building customer loyalty, and understanding consumer desires before diversifying product offerings. This approach ensures resources are used effectively and that expansions are supported by a solid customer base.
The CPG Space Comes with Constant Decisions
Operating in the consumer packaged goods (CPG) space means continuously making decisions that can alter the business’s trajectory — from product development and manufacturing to branding, pricing, hiring, retail partnerships, and sales channels. For a bootstrapped solo founder like Goldwasser, lacking a team of executives to consult makes these decisions even more critical.
She emphasizes the importance of early preparation: starting hiring processes months before a role opens, initiating conversations with manufacturers well in advance, and learning from other founders’ experiences. Proactive decision-making helps mitigate risks and ensures smoother operations.
Transparency Wins Customer Trust During a Crisis
Goldwasser recalls a recent challenge involving the launch of a new matcha travel collection. After months of development and approving final production samples, the manufacturer delayed delivery until the night before launch. Upon inspection, Goldwasser discovered the products were defective, with matcha powder leaking from single-serve sticks, making them unsellable. This forced a last-minute cancellation of the launch, despite extensive marketing and customer anticipation.
Instead of hiding the issue, she chose transparency, filming a candid video explaining the situation directly to her community. The response was overwhelmingly supportive, with customers appreciating her honesty and commitment to quality. The company is now working with a new manufacturer, and excitement remains high for the eventual launch.
Making $125K in Year One, On Track for $400K to $500K
More Than Matcha began generating consistent revenue approximately four months after launch. Without any advertising spend, it reached $125,000 in revenue during its first year. The second year saw the business more than double its revenue, growing organically and reinvesting profits.
In 2026, the company has focused heavily on reinvestment for long-term success, including a comprehensive rebrand, upgraded packaging, a new website, and preparation for its largest product launch yet — the matcha travel collection, slated for early 2027. Despite these investments, the brand expects to generate between $400,000 and $500,000 in revenue this year, all while remaining fully bootstrapped.
Let Real Customers Determine Where You Go Next
Goldwasser’s top piece of business advice is: “Done is better than perfect.” Instead of creating an extensive multi-year business plan before launch, she focused on developing a product she was proud to share, then used customer feedback to validate and refine her vision. This iterative approach helped her avoid overwhelm and adapt to real market needs.
She encourages aspiring entrepreneurs to launch the smallest viable version of their idea and allow genuine customer responses to guide future growth. Waiting for perfection can stall progress, but engaging with real customers provides clarity and direction.
