RALLY | AmorSui's Beau Wangradkuldee on Respect in Business
The reusable PPE founder shares her secrets to success
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Spotlight | Beau Wangtrakuldee
We’re thrilled to spotlight the founder and CEO of AmorSui, Beau Wangtrakuldee. Beau launched an inclusive, reusable PPE product line and her work has been featured in publications ranging from Inc. to Fast Company for its innovative approach to PPE. AmorSui is an alum of the GHV accelerator and one of our Gold House Ventures portfolio companies. We conducted a more extensive spotlight conversation with Beau to understand how AmorSui is navigating the unique economic headwinds and tailwinds US companies are navigating on all things ranging from supply chain to production.
Let’s dive in together:
What inspired you to found AmorSui? Tell us the origin story. What pain point were you trying to solve — and how did your background inform your approach?
AmorSui means love, loyalty, and respect in many languages. The word represents our company’s mission to bring more joy, loyalty, and respect to the medical supply industry. We do this by making the procurement process of medical supplies more efficient and sustainable through our tech-enabled, intelligence-driven, sustainable medical supply marketplace.
I was inspired to found AmorSui initially to solve a problem I personally faced around the lack of quality medical supplies that meet the standard of what it’s supposed to do. Before I finished my PhD, I was burned in a chemical spill accident because a low-quality lab coat my employer provided me did not protect me when the time came. Over the years, AmorSui has built a trusted brand and products for safer, more planet-friendly personal protective equipment (PPE), such as lab coats, isolation gowns, and fire-resistant clothing. Now, we are expanding to other medical supplies verticals such as biodegradable shoe covers, gloves, and more, with plans to expand market access to most of North America, Europe, and Asia in the next three years with major distribution partners.
At the beginning of AmorSui's journey, my background as a PhD chemist and PPE user directly helped elevate the safety and functional features of AmorSui products. From secured ribbed knit cuffs to ensure the sleeves stay in place, adjustable drawcord inside the waist of women’s lab coats to offer better tailor fit, to fluid-resistant fabric, and snap closures instead of buttons that are easier to put on and take off, these key safety and functional features were designed specifically to create AmorSui’s women’s better lab coat.
What makes AmorSui’s model uniquely positioned for the moment we’re in?
The macro tailwinds are strong — demand for reusable PPE, reshoring of supply chains, Trump tariffs. What’s the smartest strategic move you’ve made recently in light of all this?
In addition to proactively diversifying our supply chain and production to the US and international markets where tariffs are low, we are amplifying our market messages around reusable PPE’s significant cost benefits compared to disposable ones.
Over 94% of consumable medical supplies were made in China. With the current 145% tariff imposed on Chinese goods, the price of disposable medical supplies, including PPE, is anticipated to increase significantly. AmorSui reusable PPE saves cost up to 75% compared with disposable PPE by eliminating waste disposable cost and unpredictable tariff markups. Our ability to diversify our manufacturing and supply chain to domestic and areas where tariffs are low guarantees that our price will not increase significantly.
Healthcare enterprises that stock up on AmorSui reusable PPE will ensure that they will not have to face the increased cost of disposable PPE made in China, given the unpredictable tariff situation.
As you shared, 94% of disposable medical supplies come from China. AmorSui is changing this. How are you thinking about the future of sustainable medical wear? Where is the category headed, and what’s your long-term conviction in this space?
Extended Producer Responsibility (EPR) laws will shape the future of healthcare consumable products. It places responsibility on manufacturers and producers to manage the entire lifecycle of their products, which eventually has to be circular to meet the mandated laws.
In 2024, California passed the SB 707 Responsible Textile Recovery Act, which requires textile manufacturers, distributors, or retailers to establish a recovery and recycling program for textiles in California. With the first implementation deadline of January 1, 2026, healthcare customers and distributors must comply with this law. There are also growing nationwide Extended Producer Responsibility (EPR) laws in other states.
More healthcare suppliers will need to adapt their products and services to meet this nationwide regulatory change, presenting opportunities for companies and businesses with built-in circularity in their business models to capitalize on these opportunities.
For me, it's encouraging to see the nationwide mandate to work towards a more circular economy. AmorSui is the only one of the few companies in the healthcare space that meets the mandate. Our products have established recycling stewardship programs with domestic recycling partners and processes set up in the US. We are excited to pave the way for the market and capitalize on the opportunities.
As an API founder, how has your identity shaped the way you lead AmorSui? Are there moments where it’s created headwinds or tailwinds? How do you show up in rooms where you’re underestimated — or over-expected?
Growing up in Thailand as a Buddhist, I was taught to lead with respect and self-awareness. Based on these two principles, it was instilled within me to treat everyone equally regardless of their social status and to put more emphasis on self-awareness and improvements over external opinions.
What’s one lesson you learned from fundraising that you think more API founders should hear? Any reflections on navigating investor conversations as a woman and API founder building in a healthcare-related hardware space?
I learned that investment decisions are made based on returns and risks. If you can clearly communicate that there is a greater chance of returns versus risks, you will most likely receive an investment. Before fundraising, I advise founders to list all anticipated questions about how their business could fail and have answers ready to address these risks beforehand. Better yet, I would list your business strengths and address the risks by highlighting how your business is uniquely positioned to win significant market share.
What’s one habit or mindset shift that’s helped you stay clear-headed as a founder? Especially in a category with regulatory pressures, global supply chain shifts, and macro headwinds.
In a challenging situation, I chose to focus on the wins.
I focus on great things that happened to the company and our accomplishments. I constantly remind myself of our customers, the investors who support us, the team passionate about AmorSui’s mission, and the opportunity to continue expanding our impact daily. Thinking through the supportive community I have built around AmorSui has kept me energized and moving forward.
What’s your greatest strength as a founder — and how did you cultivate it? What’s been your superpower in building AmorSui?
From day one at AmorSui, it was my strength as a visionary to identify unique market opportunities for the brand that other medical supply companies miss, which have shaped the company’s direction, culture, and accelerated growth to who we are today.
What’s something you want to get even better at this year? What advice do you have for other founders tackling similar challenges?
My advice to other founders is to take care of yourself first, then the business. The founders are the most critical asset and the most significant driving force of the company, whether it’s vision, execution, culture, and more. Without founders performing at their best, the company cannot perform at peak growth.
Last year, I made it my number one priority to take care of myself first in order to withstand the pressure that comes with the accelerated growth of AmorSui. This year, in addition to maintaining my self-care routines, I leverage insights from leadership surveys and executive coaching to continuously work towards the best version of myself.
What’s something you know now that you wish you knew before launching AmorSui?
I’d trust myself when making important business decisions for AmorSui instead of consulting external experts to tell me what to do. I know now that I’m the best person to understand AmorSui as a brand and business. I’m the first to see unique opportunities for AmorSui that others can’t. I have built the brand and business from ground zero to the company it is today.
What has surprised you most in your founder journey?
Through the years of building AmorSui as a household brand for sustainable PPE and medical supplies, I have increasingly valued business longevity over rapid innovation and progress.
When I first started AmorSui, all of my founder colleagues followed Mark Zuckerberg’s Facebook principle of “move fast and break things.” It was a gold standard for early-stage startups to prioritize speed and growth over careful planning at all costs. I watched as my colleagues raised more money than me, spending it all on customer acquisition to grow significantly month over month. Their companies do not exist today, while AmorSui does. We were able to stay alive by prioritizing profitability first and moving through one important milestone at a time. We set up a 30-day sprint where we only focus on one to two essential milestones we need to accomplish to validate our assumptions and build on a larger goal. Our patient and slow initial testing phase allows us to gain actionable insights that help accelerate growth with precision later on.
I believe that progress is about perspective. Especially in a start-up world, you can’t make progress if the company does not exist.
Why is representation in healthcare innovation and startup leadership so important to you? And how can platforms like Gold House help move the needle?
API healthcare workers make up over 8.5% of all essential healthcare workers and contribute significantly to the decision-making process in healthcare systems. Leveraging Gold House as a platform to inform these API healthcare leaders of AmorSui's sustainable products can drive significant brand and product awareness so that healthcare systems will shift to more sustainable, cost-effective, and safer products from AmorSui.
What’s your newest obsession outside of work? Anything grounding?
My family welcomed its newest member, my daughter, at the end of March. The baby is my latest obsession. My family always keeps me grounded, especially my son, who taught me always to stay curious and enjoy the little things in life.
Upcoming Gold House Network Opportunities
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Gold House has partnered with Seed&Spark for their AAPI Renaissance Rally, inviting filmmakers from the US and Canada to make stories that lead with multidimensional or unexpected Asian and Pacific Islander characters. Projects that hit their goal and gather at least 350 followers qualify to win up to $10,000 in matching funds and more! Submissions close on May 20!
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Recent Gold Wins
Jump Point AI recently won the the 2025 Global InsurTech Competition at #InsurTechSpring 2025.
Beacons was recently featured for revolutionizing creator-brand partnerships with Beacons for Brands and affiliate marketplace.
Sanzo just launched their Mandarin Orange flavor, along with partners at Whole Foods, yesterday. Learn more here.
Denise Woodard, founder and CEO of Partake Foods, was featured in the 2025 CNBC Changemakers list. Congratulations Denise and Team Partake!
Afar Foods is now available in NYC airports – you can find the bars at LGA, EWR, and JFK.
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