Meet EJ Kim: NNABI co-founder and ‘double day’ extraordinaire
Lets connect on LinkedIn • Instagram • nnabilife.com
Hi, I’m EJ Kim — from South Korea, based in NYC, a lifelong strategist, and a woman in Peri (aka perimenopause). I’m also the co-founder of NNABI, the first company dedicated exclusively to supporting women through this distinct life stage, with credible education, science-backed solutions, and a supportive community.
After two decades in corporate America helping Fortune 500 companies grow and evolve, I found a new mission — one that transformed me as much as I hope it transforms others. Spoiler alert: it involves flipping the script on how we care for women in midlife — with precision, compassion, and bold intention.
And, fun fact: If I could do anything in the world, I’d probably be a cook and a philosopher.
What are you in the midst of?
• Building a company that’s rewriting the story of perimenopause — making Peri an active verb and a movement, not just a phase.
• Personally navigating the wild ride of hormonal shifts — the ups, downs, and WTF moments — with the help of a solid supplement routine (thank you, NNABI Peri Essential 5).
• Surrounding myself with inspiring female founders who are boldly rewriting the rules of life, career, and leadership — and reinventing themselves after 20+ years of experience.
What are some of the best things about being in your 40s?
I know myself better. I believe in my power more deeply. And I trust in my ability to make things happen. I’m clear on what I will — and won’t — tolerate, and I fully embrace who I am, celebrating the uniqueness that comes with every chapter lived.
I’m tapping into years of experience, hard-earned lessons, and grit that’s been tested to build something meaningful — not just for myself, but for women everywhere navigating the often-overlooked chapter of life called perimenopause. Truthfully, I don’t think I could’ve done this at any other time in my life. I feel now is exactly the right moment.
“I know myself better. I believe in my power more deeply. And I trust in my ability to make things happen. I’m clear on what I will — and won’t — tolerate.”
— EJ Kim
In addition to being an entrepreneur, you’re a partner at FleishmanHillard TRUE Global Intelligence. How do you manage a double day?
My entrepreneurial spirit has always been part of me. Over the years, I’ve learned not to compartmentalize it, but to integrate it — whether I’m advising Fortune 500 clients or building NNABI from the ground up. I’m deeply grateful to have multiple creative outlets and purposes that drive me. In this era of portfolio careers, I see my current path as a gift — one that sharpens my thinking, fuels my empathy, and makes me more fulfilled in every role I play.
That said, managing a “double day” comes with intense accountability. I don’t believe in a zero-sum game. I’ve always been drawn to win-win dynamics, but the reality is, it requires constant negotiation with myself. I had to get real about commitment, energy, and where I want to show up fully. And that kind of self-check isn’t one and done — it’s an ongoing practice. I regularly ask myself: am I aligned with my priorities? Am I living out my purpose? They are big questions I know but too important not to keep asking.
There’s sacrifice, sure, but I prefer to think about it as conscious prioritization. It’s about choosing where to spend my time with intention, accepting trade-offs with love and grace, and being surrounded by people who believe in the mission — and the madness that comes with it.
Ultimately, it all comes back to self-fulfillment and impact. When drive, diligence, and grit come from a genuine place, that’s when you build environments where people thrive — and where the work truly matters. I will be the first one to admit I have not figured everything out but I can confidently say that I am enjoying the process of growth and expansion — that work-in-progress version of myself.
Who are some of your Grown-Ass Lady (GAL) heroes?
So many women inspire me, but my forever icon will always be my mom. She was creative, ambitious, and — most importantly — she trusted me and gave me space to become who I am today. Everything strong, diligent, and compassionate in me comes from her. Though she’s no longer here, every bold step I take — especially with NNABI — is me carrying her fire forward. I know she’d be proud that I’m channeling my energy into something bigger: helping women in perimenopause not just survive, but thrive.
What’s next?
NNABI is just getting started — and year two is all about scaling with purpose. We’re not here to be just another wellness brand; we’re here to shift the paradigm around how perimenopause is talked about, understood, and cared for. We’re deepening partnerships with physicians, retailers, and other badass women who believe in smarter, more inclusive, and integrative solutions for this life stage.
On a personal note? I’m focused on surrounding myself with trailblazing women founders, nurturing relationships and friendships that energize me — and finally writing my first fiction for fun, because life’s too short not to try what’s been sitting on your heart.
Read The Midst’s review of NNABI: I tried NNABI Peri Essential 5, and have more energy, better sleep, and less night sweats
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