When Sarah Holloway returned from a trip to Africa, she came back with more than memories of an Instagramable adventure. Within days of being home in Melbourne from the trip with her fiancé Nick Davidson, the 30-year-old then lawyer began drastically dropping weight. A few months later she crashed with adrenal fatigue.  Doctors to discover she had been suffering with a parasite for months.

During her recovery Sarah took a work trip to Hong Kong where she discovered matcha green tea powder. Sarah and her partner Nick became hooked and decided to launch a social media-driven side hustle selling matcha powder, investing just $5000. Just six months after Matcha Maiden launched in 2015, US retailer Urban Outfitters placed a monthly, 3000-package order for six months (selling across their US stores) after discovering the brand on Instagram. Sarah took a leap of faith, and quit her job to focus on the booming business full-time. In 2016 the pair opened a vegan cafe Matcha Mylkbar in Melbourne, Matcha Mylkbar. Sarah has gone on to launch a podcast, Seize The Yay.