Julia Kahlig-Garuba's path to entrepreneurship wasn't a straight line. It was a winding trail that led her from rural Texas to the bustling souks of Morocco and back again. Today, she's the founder of Herb & Root, a fragrance company that's shaking up the industry with its accessible luxury and rich cultural inspirations.

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Join Bora Celik as he chats with Julia Kahlig-Garuba, the Founder and CEO of Herb & Root.

The Spark of Inspiration

It all began with a backpack and a desire to see the world. "I was actually raised in rural Texas," Julia recalls. "When I was ready to leave home, I left hard."

At 22, Julia found herself wandering through the markets of Marrakesh and Istanbul. It was here, amidst the heady scents of incense and spices, that the seed of an idea was planted.

"There are these little shops that are owned by families that have had them for generations," she says. "I was just like, whoa, what is all this?"

Fascinated by the rich history of fragrance, Julia began experimenting with her own blends when she returned to New York. But it wasn't until life threw her a curveball that her hobby would transform into a business.

From Law Books to Fragrance Formulas

After graduating from law school in 2012, Julia faced a tough job market. In a bold move, she convinced her husband to relocate to Texas. "It really gave us a long runway," she explains. "We were able to really focus and not worry about a lot of bills at the time."

With the pressure of New York rent off her shoulders, Julia dove headfirst into her fragrance business. She started selling on Etsy and Amazon, learning through trial and error what her customers wanted.

"We put things up. A lot of the things you put online, you have to kind of match it to what people are searching for," she says. This SEO-driven approach, combined with feedback from local markets, helped shape her product line.

A Family Affair

As the business grew, it became a true family operation. Julia's father, a retired accountant, now runs the manufacturing warehouse. Her mother manages shipments. Even her teenage nieces and nephews pitch in during summer breaks.

"They're the best employees to have because they're very reliable, they really care, you know, and it's brought us closer together," Julia says with pride.

Scaling Up and Staying Grounded

Despite their growth, Herb & Root remains committed to accessibility. "I like the idea that it's accessible for all," Julia explains. "I'd rather have more people able to buy it and enjoy it rather than something that's super luxury and high end."

This philosophy has served them well. In 2023, they landed a major retail partnership with HEB, Texas's beloved grocery chain. "That's really spread the word for us a lot here in Texas," Julia notes.

Looking to the Future

As Herb & Root continues to grow, Julia is eyeing new horizons. They're exploring TikTok Shop and considering partnerships with influencers. "I really think they could do huge things," she says of TikTok's potential.

But with growth comes new challenges. "Our problem right now is just managing our inventory across all these channels," Julia admits. It's a good problem to have, but one that keeps her on her toes.

From a curious backpacker to a savvy entrepreneur, Julia Kahlig-Garuba's journey with Herb & Root is a testament to the power of following your passion – wherever it may lead you. As she puts it, "I wouldn't have traded it for anything to be at a law firm now in New York compared to where I am now."

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