After an activist awakening at age fifteen, Jessica Assaf life-long commitment to health and well-being was born. After attending Harvard Business School, she went on to become a pioneer of the cannabis revolution when she co-founded Prima.

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Female statue; Ann Capitan — Female statue; *Ann Capitan*

ON HER MORNING ROUTINE

I wake up at 7 am, brush my teeth and shower. Making coffee is my morning meditation⁠— I use a glass Chemex and savor every minute of the slow pour-over process… It’s very cathartic for me. While the water is boiling I drink at least two glasses of water and take The Daily by Prima. It’s a hemp cannabinoid supplement with added terpenes that help balance the body and it makes me feel whole. I usually make Bulletproof coffee, which includes MCT oil, collagen, grass-fed butter, Sol Raiz Organics Maca Root Powder and a little cinnamon. While I’m drinking my coffee I take my dog Lola outside and enjoy a few minutes of fresh air in my backyard I head to the office. When I feel under the weather I’ll use Wellness Herbal Resistance Liquid.

on transitioning from social activism to business

I went to college at New York University’s Gallatin School of Individualized Study, where I created a major combining social activism, documentary film and public health. My determination to improve health ultimately led me to social entrepreneurship, because I realized business, not social activism, is the best way to improve health. Though businesses without purpose can cause great harm, mission-driven businesses provide tangible solutions to our biggest problems. I got my MBA at Harvard, where I started a facial oil company called RAW IS EVERYTHING with four female classmates. We got national distribution in Blue Mercury and launched four products while still in business school. I was the youngest woman in the Class of 2016 and the first woman in my family to attend graduate school.

on getting her foot in the door by literally walking through the door

I discovered S.W. Basics, a Brooklyn-based skincare company making products with five ingredients or less, and literally showed up at the office. I told the founder, Adina Grigore, that I’d work for free to prove my value. I started the following Monday and spent two years as the V.P. of Sales. Adina knew I was good at sales before I did, and because of her leadership and conviction, I bloomed. It was so hard to leave— I cried all the way out the door!

““There is nothing more satisfying than conceiving of a meal and executing it. My second home is the Sunday farmers market, where I connect with local producers and allow the seasons to dictate my diet. Cooking is like therapy— I get in a meditative zone and go deep to figure out how I’m feeling while slowly layering flavors and textures. It’s basically my art.””

— on cooking as self-care

on her cannabis journey and female leadership

Growing up in Northern California, there was always a faint scent of cannabis in the air. I’ve been mindfully using cannabis to control my stress, help me sleep and keep me healthy for over a decade. When I moved to LA, I knew California was very close to legalizing cannabis recreationally and I came across a fact that changed my life: the cannabis industry has the highest percentage of female executives of all U.S. industries. My first thought was, “could cannabis be the first billion-dollar industry run by women?” For the first time in history, women have the opportunity to design, build and lead a brand new market with a plant that has the potential to transform health. I started Cannabis Feminist to tell the stories of women leading the industry and redefining female leadership in business and beyond.

on founding Prima

When I finally felt ready to develop my own, I reconnected with fellow social entrepreneurs, Christopher Gavigan and Laurel Angelica Myers to build a purpose-driven brand rooted in education and everything aligned. We all share the same core values, so it was really easy to join forces and create the groundwork for this brand. We launched Prima with over 70 pieces of original content breaking down all aspects of health and five products in the supplement, skincare and beauty categories. Every aspect of the business is an expression of our values ––we’re the first PBC (Public Benefit Corp) in the industry, which sets us up for B Corp status, and our products are Made Safe Certified and certified glyphosate-free. We believe self-care is healthcare, so we’re bringing the most effective products to market containing the highest quality ingredients. It is so fulfilling to be building a brand that is a true expression of my deepest values and a reflection of my lifelong commitment to health.

Trench, Yang Li Men ; T-Shirt, Vintage ; Choker, Vintage YSL ; Pants, Sonia Rykiel

““With a multitude of CBD products on the market, you really don’t need the “high” to heal. In many ways, the “high” has distracted us from seeing the plant for what it is: a botanical wellness tool that works for many different issues, including sleep, stress, and discomfort of all kinds. CBD and all other cannabinoids without THC offer the therapeutic potential of the plant without any of the intoxicating effects.””

— on the real benefits of CBD

*Shirt and Pants, Sandro; Shoes, Rag & Bone*

on cannabis advice and misconceptions

Cannabis enhances what you’re already feeling, whether subconscious or not. Some women tell me that cannabis makes them anxious, and I usually look them deeply in the eyes and ask if they’re anxious deep down. And most of the time, they say yes. It is critical to be intentional about why you’re using cannabis. Nothing is good in excess, and in order to have a positive experience with cannabis, you must be extremely intentional about what you’re hoping to get out of the experience. Just like with any substance, it is possible to abuse and overuse it.

on her style

My style is constantly evolving and changes with my mood⁠— sometimes feminine and soft, and other times bold and business-oriented. My style definitely got more colorful when moved from New York to Los Angeles. I am always drawn to comfy pants that are essentially glamorized sweatpants— ATM makes the best ones. My friends would say if it was up to me I’d always be in a silk slip dress, and they’re probably right. I love finding silky gems at the Santa Monica flea market and pairing them with an oversized blazer or leather jacket. I love Reformation for basics and recently discovered the Palm Springs luxury outlets, which are dangerous.

on her beauty routine

Now that my diet and lifestyle are aligned with my values, my skin is so clear that I don’t use any facial makeup besides a little eyeliner and mascara, always from Follain. I love Ere Perez’ Beetroot Cheek & Lip Tint.

For skincare, I mostly use products by Prima and OSEA (I love their Essential Corrective Complex), two brands I trust more than anything. I remove my eye makeup with cold-pressed organic oils like jojoba or sesame and use OSEA’s Ocean Cleanser to wash my face and Prima’s Night Magic to moisturize, while my skin is still damp to increase absorption of the oils. I also use Moisturizing Fractionated Coconut Oil, S.W. Basics Rosewater Facial Mist, Megababe’s Rosy Pits Daily Deodorant, Destiny Boutique Charcoal Facial Detox, and Aztec Secret Indian Healing Clay mask.

““Never think about a wrong turn or unsuccessful partnership as a “failure.” There are no failures because everything makes sense in hindsight. Every change is an intentional pivot, bringing you closer to your final destination. Always look for values-aligned partners and investors, because money has energy, so it really matters who you take money from. Starting a business is like dating––you have to go on a lot of bad dates to find the right person! Trust the process, try people out and don’t be scared of making a bold move to preserve your self-worth. Starting a business is like having a baby, and there’s a lot of nurturing and nourishing required to ensure health and happiness.””

— advice on starting a business