Cymbiotika Names Co-Founder Durana Elmi Chief Creative Officer and Chief Experiential Officer

Cymbiotika, a supplement brand known for its liposomal delivery technology, has named co-founder Durana Elmi as chief creative officer and chief experiential officer. She previously held the role of chief operating officer and chief experience officer.

Elmi’s new role reflects an increased focus on creative leadership, brand strategy, and experiential programming as the company evolves beyond more traditional supplement products.

Since co-founding the company, Elmi has played a role in shaping the brand’s identity, presence, and consumer experience, Cymbiotika reported, while also building the operational infrastructure that supported the company’s growth.

“Wellness today is about much more than products. It’s about how people live, what they connect with, and the experiences that shape how they feel every day,” said Elmi. “As Cymbiotika continues growing, my focus is on building a brand people genuinely feel connected to across every interaction, whether that’s through content, community, events, partnerships, or the products themselves.”

Elmi will oversee global campaigns, consumer experiences, retail and pop-up concepts, influencer and talent relationships, creative partnerships, and Cymbiotika’s broader brand storytelling strategy.

“Durana has always been one of the driving creative forces behind Cymbiotika and the experience our community associates with the brand,” said Shahab Elmi, co-founder and CEO of Cymbiotika. “She understands how to build emotional connection, community, and long-term brand resonance in a way that very few founders do. This role formalizes what she has already been doing for years and positions Cymbiotika for its next phase of growth.”