In a world where health is often overshadowed by convenience, a select group of visionaries is leading a revolution to reclaim wellness, one step at a time. At the forefront of this movement is Durana Elmi, a leader whose mission transcends business success. As the co-founder and Chief Operating Officer of Cymbiotika, Durana is empowering people to take charge of their health through education, transparency, and innovative nutrition.
Durana’s journey is one of resilience, vision, and a relentless drive to make a difference. From her humble beginnings in Afghanistan to spearheading multimillion-dollar ventures in the U.S., she has proven that leadership is not confined by boundaries—it’s defined by purpose.
A Journey Rooted in Determination
Born in Afghanistan, Durana moved to the United States with a clear goal: to build a successful life for herself and her family. After completing her studies at UCLA, she began her corporate career at T-Mobile and later at AT&T. With the guidance of exceptional mentors, Durana ascended the corporate ladder, gaining invaluable experience in strategy and leadership.
But she wasn’t content with merely climbing the corporate ranks. Fueled by a passion for innovation, Durana shifted her focus to entrepreneurship. Alongside her husband, Shahab Elmi, she co-founded five startups, three of which were successfully acquired. Among these ventures, two grew into nine-figure companies, including the groundbreaking digital radio platform, Dash Radio.
It was in 2018, however, that Durana’s purpose truly crystallized. Together with Shahab and health advocate Chervin Jafarieh, she co-founded Cymbiotika, a brand that has become synonymous with clean, scientifically-backed nutrition.
Cymbiotika: A Movement for Better Health
Cymbiotika isn’t just a company—it’s a movement aimed at revolutionizing the wellness industry. The brand combines cutting-edge scientific innovation with traditional Eastern medicine to create supplements that work in harmony with the body. From plant protein to magnesium L-threonate (a brain-enhancing form of magnesium), Cymbiotika’s products are designed to enhance health and empower individuals to lead better lives.
“Our goal is to provide people with the tools they need to take control of their health,” says Durana. “We want our customers to feel educated and confident about what they’re putting into their bodies.”
This ethos of transparency and education has set Cymbiotika apart in a crowded market. By focusing on quality and efficacy, the brand has built a loyal customer base that values its commitment to wellness.
The Power of People-First Leadership
For Durana, success is not just measured in numbers—it’s reflected in the culture she has cultivated at Cymbiotika. “If you step into our headquarters in San Diego, you’ll immediately feel the energy of positivity, collaboration, and excellence,” she shares.
At the heart of Cymbiotika’s success is its people-first approach. Durana has implemented initiatives that prioritize team bonding and well-being, including weekly family lunches, quarterly team-building events, and an open-door policy. This culture of openness and inclusivity has created an environment where every voice is heard, and every perspective matters.
“Teamwork is the foundation of everything we do,” Durana explains. “While individual efforts are important, it’s the processes, collaboration, and shared accountability that drive long-term success.”
This collaborative spirit has allowed Cymbiotika to consistently innovate and stay ahead of its competition. By leveraging the diverse strengths and experiences of its team, the company has developed solutions that fill critical gaps in the wellness industry.
Lessons in Leadership
As COO, Durana oversees the seamless operation of Cymbiotika, working closely with department heads and the operations team to ensure alignment. Yet, what truly sets her apart as a leader is her authenticity and willingness to share her journey—successes and failures alike—with her team.
“Leadership isn’t about being perfect. It’s about learning, growing, and setting an example every single day,” Durana says. She emphasizes the importance of learning from mistakes and continuously striving for improvement.
Durana’s approach to leadership is both inspiring and empowering. She encourages her employees to seek her guidance, openly sharing the lessons she’s learned along the way. “I want my team to feel confident in their abilities and know that they have my support. My goal is to prepare them so well that one day, someone else can sit in my chair—and do an even better job.”
Balancing Life and Leadership
As a mother, wife, and entrepreneur, Durana is a testament to the fact that leadership transcends roles. Whether managing a household or running a business, she believes that skills like strategic thinking, empathy, and adaptability are universally valuable.
“The ability to balance responsibilities isn’t limited by gender,” she reflects. “It’s about using the skills we develop in every area of our lives—whether at home or work—to create a positive impact.”
A Legacy of Empowerment
Durana Elmi’s story is more than one of business success; it’s a narrative of empowerment, resilience, and purpose. Through Cymbiotika, she is not only transforming the wellness industry but also inspiring others to lead with integrity and vision.
By fostering a culture of collaboration and innovation, Durana is proving that leadership is about more than achieving goals—it’s about empowering people to reach their full potential. And in doing so, she is leaving a legacy that will resonate for generations to come.
Durana Elmi
Co-founder and Chief Operating Officer of Cymbiotika
