How Vitruvi's Sara Panton Put Essential Oils on the Map

The wellness industry is expanding at a breakneck pace, and women are leading the charge. Our new series profiles the brand founders and influencers who are breaking the mold. Follow along as we learn about the ins and outs of their daily gigs, how they're looking to change the collective conversation, and what they envision for the future of wellness.


Britney Gill/@saralpanton

Sara Panton knows how much can change in just three years. In late 2014, Panton was in medical school when she and her brother Sean realized that her passion for essential oils and aromatherapy could have business potential. Fast-forward to now, and their brand, Vitruvi, has carved out a new space in the wellness market for luxury essential oil blends and diffusers. The brand's covetable aesthetic and intentional blurring of beauty and wellness has been so successful that Air Canada announced a toiletry partnership with Vitruvi earlier this year.

But while Panton and her team's business savvy can't be overstated, she also insists that Vitruvi's success is indicative of larger changes in the wellness sphere—namely, the growing approachability of self-care. "Essential oils are interesting because they fit both the functionality and the intention around lifestyle," she says. "I [think] that makes them a big part in the shift in how people are thinking about taking care of themselves."

To learn more about the way Vitruvi factors into this larger conversation, we spoke to Panton about how the brand came to be, what a typical day in her life looks like, and why focusing on her breath makes her a better manager. Read about it in her own words below.