About us
We combine founder experience from start to exit with design expertise to help women build successful businesses.
Discover our unique story
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Mindful: careful not to forget about something.
At Mindful Brand, being mindful means taking a thoughtful and intentional approach to branding that drives business growth.
It’s a reminder that a strong brand starts with a solid business foundation and effective leadership - not just pretty visuals.
When the founder, business, and brand are fully aligned, that’s when the real impact happens.
Two expats, two cultures, one purpose.
Mindful Brand was founded in 2025 by Pauline and Elsa, two expats living in the UK. They met in 2019 while working on a branding project and instantly connected. In 2023, both entered new chapters in their lives - Pauline sold her previous business and Elsa welcomed a baby girl.
In the summer of 2024, they met on a sunny day and sat on a London park bench, talking about their hopes for the future. Both dreamed of building something meaningful that aligned with their values and long-term goals. That’s when they discovered a shared passion for helping female founders succeed.
This conversation inspired the creation of Mindful Brand - a conscious decision between two friends, built on authenticity, complementary strengths, and a shared sense of purpose.
What beliefs guide our thinking, decisions and actions?
Lead life and work with authenticity.
Be mindful of your words and actions.
Be your best, do your best.
Never stop learning new things.
Prioritise meaning, joy, and connection.
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Empowering female founders to unlock their fullest potential and build seven-figure businesses.
Through our collaborative work, we empower you to build a successful business and lead as your best self.
- Set a clear vision and ambition of where your business is going
- Identify misalignment and roadblocks to sustainable growth
- Create a brand grounded in strategic clarity and strong positioning
- Design a distinctive brand that feels aligned, intentional, and built to scale
Our team
Pauline Guo
Co-Founder & Strategy Director
Born and raised in Beijing, Pauline has been an entrepreneur her entire career. She grew a lifestyle media brand to seven-figures and ran it for 11 years. She holds an MBA and a master’s in marketing communications.