For this edition of KORA Konnections, we’re thrilled to feature Cyndi Ramirez-Fulton, founder of Chillhouse—a brand reimagining self-care with an unapologetically modern edge. Growing up as a New Yorker and the daughter of an immigrant esthetician, Cyndi understood early on the challenges of prioritizing wellness amid the city’s relentless pace. Her personal journey—from feeling guilty about indulging in self-care to building a sanctuary that inspires others to find their “ultimate chill”—fuels the ethos of Chillhouse. Here, Cyndi opens up about the rituals that keep her grounded, her perspective on wellness, and her mission to make self-care accessible to women everywhere.
As a wellness-focused founder, what inspired you to create Chillhouse, and how has your personal wellness journey influenced the brand?
I was trying to build something that didn’t exist for me growing up, and ultimately I designed a brand that could inspire women living in in NYC to prioritize their self-care and mental health. Growing up in NYC as the daughter of an immigrant esthetician, I realized in my early 30s that Chillhouse was my calling, because. (1) I was a New Yorker who was tired of feeling guilty whenever I went to get a massage. (2) I always tried to “correct” my mother’s business so that it satisfied what I wanted as a customer growing up, and then somehow subconsciously, that’s how it came together.
My wellness journey was wonky and, most importantly, barely there as a young woman living in NYC. Alcohol and work around the clock. That was my vicious cycle. I needed a change, so I built Chillhouse.
Running a successful wellness brand can be demanding. What are your go-to rituals or practices that help you stay grounded and balanced amid the hustle?
Lately it’s been living in Miami, away from the everyday grind. I am more balanced here. I have a strong routine — I wake up and devote mornings to the kids. Then I keep the rest of the morning open to squeeze in a workout. Work looks the same every day here which I also love. I work from home so I can see my kids in the late afternoon and get some more QT in. Then some nights we’re in or some nights we’re out but ultimately, it’s always about my family here.
How do you incorporate self-care into your everyday routine, and how do you encourage other busy women to prioritize their well-being?
Scheduling it in is essential. My life hack is not to schedule anything on Fridays unless it’s urgent. On Fridays, I get to slip into self-care without guilt. I still get work done, but I don’t feel pressure to meet or see someone. I like to work out of The Standard and to the hamaam in the morning. This isn’t every Friday, but I love that I have that at my disposal.
Wellness has become such a broad term. How do you define wellness, and how does Chillhouse aim to make it more accessible for everyone?
I define wellness to be doing whatever you have to do to survive in the moment or period of life you are in. It means a million things. It can be as simple as good nutrition to energy healing, but it can also mean watching bad reality shows. It could mean doing your nails while watching said reality shows. It can mean face masks and taking time to do breathing exercises. It means prioritizing seeing the specialists to understand what’s happening to your body. It means taking supplements, nourishing your body, and improving yourself from the inside out. It means unfollowing toxic people and unplugging from toxic content. It means so much.
For Chillhouse, it means being unapologetically you so that you can find your ultimate chill. To be bravely yourself is to be free. We aim to inspire our community to own that feeling and to find themselves via our experiences and find their chill as a result. Whether you pick up our Chill Tips at Target or you get a facial at our NYC flagship, to honor that time for yourself and be able to own that moment, that’s wellness.
KORA Organics is all about using natural, certified organic ingredients. Are there any KORA products you’ve tried that have become a staple in your routine?
I’ve been obsessed with the Turmeric Glow Foaming Cleanser and Turmeric Brightening & Exfoliating Mask. I feel stripped of all the naughty stuff without the dry feeling that comes from a detox. So hooked!
What has been the most rewarding and challenging aspect of your journey in the wellness industry as a female founder?
To inspire women like me, those who don’t have a traditional background or business pedigree, to carve their path and write their own rules. For Latinas to see themselves represented in me — because I didn’t have that expander growing up. And to know that we’re helping our customers feel more beautiful and chill.
What advice would you give to other women entrepreneurs looking to build a brand aligning with their values and wellness philosophy?
It’s pretty simple: build it for yourself, and the rest will fall into place.
