When it comes to preventative healthcare, sometimes a hard pill to swallow can be avoided with a little prick. Acupuncture and herbal medicine are often left out of our wellness arsenal because of issues with accessibility, education, and trust for everyday consumers. With a desire to bring the healing power of these ancient practices to the forefront of modern healthcare, co-founders Michelle Larivee and Dr. Shari Auth created WTHN, an acupuncture and herbs destination in New York City. We poked around to discover the story behind two women whose vision for the future harnesses the modalities of the past.

Both Michelle and Shari grew up in entrepreneurial families, and Michelle describes herself as a “lemonade stand every summer kind of girl.” Shari’s early work ethic is evidenced by a job-after-job-after-job history, with a stint studying under a notable balloon artisan (expect balloon animals at WTHN’s next event)! The co-founders are no strangers to education either. Michelle studied at the Georgetown School of Foreign Service and got her MBA at Wharton with a focus on entrepreneurship; Shari has amassed degrees and licenses in everything from Acupuncture to Chinese Medicine to Physical Therapy.

Michelle was working as a consultant in the healthcare sector when a ski accident left her with dislocated vertebrae in her neck and a fracture in her back, beginning her journey to find acupuncture as a consumer.

“After trying physical therapy, muscle relaxers and all the cutting edge western technology, my doctor suggested acupuncture,” Michelle said. “The pain relief was immediate, and as I was going on a regular basis I realized that I was sleeping better, I was less stressed. I started taking Chinese herbs and noticed an increase in immunity with fewer sick days.”

Shari had been practicing the healing disciplines she now brings to WTHN for over two decades before she and Michelle were introduced by one of her clients.

“I see myself as a born healer - this is what I’ve been called to do.” - Dr. Shari Auth, DACM, LAC, LMT

“I’ve always wanted to help people and I’ve always been interested in the mind-body connection,” Shari said. “I’ve studied ancient healing practices all over the world. I have a doctorate in Chinese Medicine; I'm a licensed Acupuncturist and a board-certified Chinese Herbalist.”

The Aha Moment

Shari and Michelle joined forces in 2016 and bonded over their mutual passion for solving problems in the consumer health space. A broken system that touches every single person in the country creates some tough but exciting challenges. WTHN’s co-founders knew their approach would be cultivating the opportunity for eastern medicine to steep into the western world in a new way. After almost 2 years of building (both the concept and the Flatiron flagship), WTHN was born.

“100% of what we're trying to do is accessibility. We inform, educate and demystify in order to make acupuncture and herbal medicine accessible. That starts with something as basic as being ground floor so you can trust and have that sense of safety when you're going in. It also means we’re open 7 days a week and are centrally located,” Michelle said.

Another key ingredient in WTHN’s mix is the products that can accompany a service or be purchased on their own, from anywhere. Everything from custom sound therapy to aromatic tea to visually delightful packaging makes going WTHN feel like a healing oasis.

“Whether you’re at the studio or order herbs online, we have tried to create an experience that activates and engages all five senses,” Michelle said.

The Name

As Shari and Michelle reflected on a name, WTHN ultimately came from, well, within.

“Acupuncture works with the body’s natural healing powers,” Shari said. “When you get acupuncture, you go inside. It’s a time where you get to check out and tune in to what's really happening within.”

“We have a complementary skill set, and I think it is so important that you’re bringing different puzzle pieces to the table,” Shari said.

WTHN’s founders agree that a natural alignment on core values made them a great fit to start such a personal business venture. Both Shari and Michelle believe in working hard as a team and are passionate about helping others.

“Our mission is to make acupuncture and herbal medicine accessible to all, and when we say ‘all’ it’s about how we help as many people as possible experience transformative healing,” Michelle said.

Being the first company to bring acupuncture to the market with a modern brand and presence, WTHN was able to harness the power of PR to raise early awareness. They also use social media as a primary educational tool, encouraging clients to talk about how acupuncture and herbs work hand in hand to deliver results.

More than 10 million acupuncture treatments are administered annually in the United States, and new studies that speak to the efficacy of Traditional Chinese Medicine play a role in WTHN’s marketing strategy.

“This is a healing modality that’s been around thousands of years because it works, but the scientific discoveries that make us able to speak to how it works are really helpful,” Michelle said.

As consumers shift from solely curative treatments to a preventative healthcare approach, there is a place for WTHN to emerge as a leader and authority for people seeking more natural options. WTHN’s founders tell us they have built the infrastructure to scale not only their retail presence to own the market in New York but also the tools that deliver the WTHN experience to clients beyond the big city.

“Back in the 90s people would come to holistic medicine as a last resort, and now they’re going to it as the first line of defense because they know the side effects are only positive ones,” Shari said. “There are daily examples of people coming in for recovery, which is one of the beauties of being in the healing profession.”

The Advice

Other than the instruction to lean on self-care which comes as no surprise, the WTHN founders have some choice words for anyone looking to disrupt even the longest standing industries:

Pitching is a numbers game, keep going and you’ll eventually get some hits.
There is no such thing as a problem that doesn't have an answer.
Be proactive and focus on having a growth mindset over a fixed mindset - especially as a founder when you’re wearing a lot of hats.
When thinking about a new venture, find something you feel passionate about where there is joy in the end reward and the end product.
Set your intention. Visualize it. Manifest it.

Never tried acupuncture before? Sign up with WTHN here and experience your life change!

Photos courtesy of WTHN.

Written by Kendall Embs.