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I’m a Miami-based photographer + brand strategist focused on defying the odds and telling the dopest stories for clients who are interested in doing the same.
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028 The Supplement Brand Turning Stress Relief Into a Miami Movement One Event At a Time
DOC 4-8-2025
Curiosity: How valuable is in-person community as a brand? Category: Experiences
In a city built on buzz and beauty, launching something that genuinely feels new, authentic, or personal is not easy. But I watched it happen last month, just north of wynwood at Studio Three in Miami.
Meet Dr. Ariana Medizade, a Pharmacist with a neuroscience background, a Public Health lens, and a résumé that includes published work in the Journal of Stroke and Cerebrovascular Disease. She earned her Doctor of Pharmacy degree on an accelerated track, and she's made it her mission to bridge the gap between clinical precision and holistic healing. Even though her resume may reflect a diligent academic, Ariana is also @thewellnesspharm, a growing pillar of insight with over 275,000 TikTok followers who turn to her for straight-talking supplement education and no bullshit breakdowns of what works. Now, she’s harnessing the trust she’s earned and her experience in pharmacy into Iris Supplements, a line of formulas built with no fillers, no fluff, just the stuff that works.
“When I was in pharmacy school, I noticed a lot of the medications weren’t getting to the root cause of concerns, but were just treating the symptoms,” says Medizade.
“I also saw first hand that a lot of people were looking for solutions but then the options available were very reactive vs proactive. On a personal level, I also struggled with anxiety and was told to take medication for that, but when I changed my lifestyle, my diet, and the supplements I was using, it made a huge difference. I began to realize a lot of people weren’t educated on how to use supplements properly, even alongside medication, and that’s when I knew I wanted to create something different.”
And that understanding is baked into the brand. Every capsule is clean, purposeful, and designed to benefit the body. “Most supplements are crammed with fillers like magnesium stearate or unnecessary dyes. What they do is bulk up the product and extend shelf life,” she tells me. “I think since you’re taking this supplement every day for 1-3 years, then it should be pure and effective. If it’s in our formula, it serves a purpose.”
While a more natural and effective formula is a key distinction, what’s also setting Iris apart is the brand’s commitment to community building as a catalyst for growth and success. Instead of launching with a traditional splashy event with as many influencers, celebrities, or guests as possible, Ariana is putting her chips into curated community events with intention. I had the opportunity to photograph the brand’s first event at Studio Three that featured a group Pilates class after a designated time for those in attendance to meet, go through gift bags with excitement, and share stories with the Iris Supplement’s founder. Picture movement, fun, exciting conversation, and goody bags featuring Rare Beauty and Visp products.
And strategically speaking, it’s a smart move. In 2025, micro-community activations are outperforming broad-scale digital ads in one of the most important key metrics: trust. Consumers are 80% more likely to buy a product from companies offering personalized experiences, which often include tailored in-person interactions. Add to that Miami’s growing status as a wellness content capital, and Ariana’s strategy feels less like a wild shot in the dark and more like taking aim and hitting dead center on the designated target. “A lot of the events we have planned are smaller groups, very intimate, really curated. I write cards to people, I get to put their names on the bags, and I love that. At our events, people can connect, experience the brand meaningfully, and allow us to build a real community, giving people a space to slow down and connect with themselves and experience wellness in a way that feels very personal.”
Now that Iris is building momentum, Ariana’s not slowing down. She’s currently finalizing two new formulas, each designed to simplify the supplement routine of the wellness-curious and the wellness-obsessed; both products are expected to launch this May.
In the meantime, if you missed the last Iris Supplements event, here’s your chance to catch the next one. April 13th, Ariana and her team will be back in action with another curated experience, this time featuring a co-branded activation with Visp. So if you care about what goes into your body, how your mind handles chaos, or what’s next in the intersection of health, community, and personal wellness, you should look out for more information.
It’s hard to find authentic brands that are this personally driven, this intentional, and still this early in their rise. But hey, sometimes the best discoveries don’t come with a loud bang, but with a deep breath. And maybe, a Chill Pill.