They say that life is a journey. It shapes us and often focuses us, but sometimes it’s a journey we embark on without a set destination. Where we end up could be fate, karma or destiny, but for many people, it is where they want to be – advising, mentoring and inspiring. One such person is health, wellness, and tech guru, Dominnique Karetsos.
Her work is fueled by a deep passion for transforming the lives of women from diverse backgrounds, along with a drive to help them make their mark in the world.
Today, Dominnique stands out as a trailblazer in health, wellness, and technology—serving as a CEO, venture general partner, board member, advisor, global speaker, innovator, and UN Women Delegate.
Her respected leadership is the result of an evolving journey, providing her with unique business insights and cautionary lessons for today’s leaders.
The Journey
Dominnique began her career in maritime logistics, a male-dominated field, before transitioning to the beauty industry with O’Boticario Brazil and L’Oréal.
While in beauty, she witnessed shifts in consumer behavior, legislation, and innovation, especially in South America and Africa. These experiences laid the groundwork for her understanding of market dynamics and human-centric consumer innovation.
With degrees from the University of Johannesburg (B.Com Hons, Maritime Logistics) and Jönköping International Business School (Masters, Maritime Logistics & Advanced Supply Chain), her career shifted when she began co-hosting multiple BBC Radio shows. This sparked her curiosity and gave her the platform to challenge wellness taboos and address systemic biases and societal issues women face.
However, her mission was cemented by personal struggles, including a difficult divorce that left her bankrupt with a three-year-old in a foreign country. “When you have nothing, purpose becomes far more important than money.”
“I realized how little agency women have over the pillars of our lives. Society forces us into roles based on outdated stereotypes. When we accept being labeled as Ms, Miss, or Mrs, we limit ourselves.”
Her passion for advocating for women’s health stems from the belief that when women become more comfortable with who they are and what motivates them, they can play a part in reinventing themselves and contributing to a kinder and more equitable society.
“When women learn to step outside what society traditionally expects and take ownership of the feminine narrative they embrace a more tolerant, empathetic, kind, communicative, and confident version of themselves, and that change can lead to changing the world. Key to this change is investment and innovation” says Karetsos.
Laying the Foundation
Dominnique believes education is the cornerstone of progress toward female empowerment. She highlights a historic lack of research and education, from the founding fathers of medicine to today’s schools, driven by cultural, religious, and policy barriers.
To address this, Dominnique advocates for human-centric consumer research and inclusive education to reshape positive narratives, eliminate shame, and drive behavioral change.
She emphasizes the need to understand how innovation and products affect women in real-world settings, urging businesses to adopt communication styles that cater to the female market. “Social reform around gender roles is fueling discovery, and this new agency over female health and wellness is driving products and services for this market,” says Karetsos.
Embracing the Future
Dominnique’s journey led to the creation of the Healthy Pleasure Group (HPG), which helps brands launch, grow, and scale by encouraging shifts in customer behavior and mindset. HPG’s holistic view of wellness has revolutionized the approach of technology-focused health brands, helping them overcome industry challenges.
One key obstacle she identified is the media’s reluctance to focus on female issues in a meaningful way. HPG uses narrative and lexicon to educate, shift consumer behavior, and drive loyalty—giving brands a competitive edge, boosting market share, and increasing the likelihood of successful exits.
As Dominnique says, “The media today seems more focused on politics than education and empowerment. The narrative must change, and it’s up to business leaders to ensure it happens while staying mindful of their bottom line.”
She stresses the need for human-centric solutions that adapt as women age. With Dr. Maria Peraza Goddoy, she co-created Minthub, a B2B innovation hub offering next-gen, medically vetted products that address the physical and psychosocial conditions impacting health at all life stages.
“The faster we get innovative products to market, close gaps, and foster positive narratives with reliable data, the closer we come to making health and wellness the norm rather than the exception.”
Learn more about how Dominnique is advising and leading organizations towards profitability and a more equitable, kinder society by visiting her LinkedIn or her website.
Published by: Nelly Chavez
