In this episode, host Jeanne du Sartel meets Nora Kato, former Co-CEO of FREITAG and now co-founder of IPSUM ALII. Until early 2025, Nora was helping steer one of Zurich’s most iconic design companies — known for its circular products and holocratic structure. But behind the scenes, she was slowly building something more personal: a skincare brand rooted in friendship, cultural heritage, and a desire for balance.
We talk about navigating leadership in a non-hierarchical company, what “gentle leadership” looks like, and how stepping away from structure can create space for intuition and intention. Nora also opens up about building a business alongside motherhood, the influence of Japanese wellness rituals, and her dream of opening an onsen in the Swiss Alps.
Throughout the conversation, she reflects on visibility, responsibility, and what it means to lead by example — not only for her team and her daughters, but for other women navigating ambition and care.
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Time:
00:00 Introduction to the Podcast and Guest
01:33 Nora's Transition from Freitag to Ipsum Alii
02:23 Balancing Two Careers and Family
05:47 Holocratic Structure at Freitag
08:36 Nora's Leadership Journey
21:29 Founding Ipsum Alii
28:06 The Organic Process of Business Partnerships
30:39 Collaborating with Japanese Labs
33:51 Balancing Japanese and European Values
39:50 Future Plans and Minimalist Philosophy
43:17 Defining Luxury and Aesthetics
45:31 Concluding Thoughts and Personal Insights
Ressources:
IPSUM ALII Nora’s skincare brand inspired by Japanese rituals and Kampo medicine www.ipsum-alii.com/en-ch? - her cofounder is Kikoc Veopraseut www.linkedin.com/in/veopraseut/
FREITAG Zurich-based design company known for its circular products and holacratic structure https://www.freitag.ch
Concepts:
Kampo Medicine Traditional Japanese herbal medicine system. For a general overview: Wikipedia – Kampo
Holacracy Organizational method based on distributed roles and shared governance https://www.holacracy.org
Japanese Onsen Culture
Traditional hot spring bathing rituals, often practiced for health and wellbeing https://www.japan-guide.com/e/e2292.html
Stores in Zurich carrying IPSUM ALII
– Asandri https://www.asandri.com/
– Opia Concept Store https://opia.ch/
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