“It’s not just for the zen girlies – it’s for everyone”: Emili Sindlev launches her own matcha brand, Odd Balance

Aside from a sleek designer bag, another accessory that reads more wellness than fashion seems to be nestled in many It-girls’ hands these days: a cup of matcha, iced or steaming hot. And it’s hardly surprising – matcha, a finely ground green tea powder originating from Japan and whisked into hot milk or water, is rich with antioxidants and nutrients, boasting several potential health benefits including supporting brain function, improving heart health and reducing inflammation. Plus, it offers a longer-lasting, gentler pick-me-up with less caffeine than coffee.

One Scandinavian style maven has just levelled up her love for the lush green beverage, as Danish stylist and digital creative Emili Sindlev has launched her very own matcha brand, Odd Balance.

Sindlev, who has cemented herself as one of the internet’s favourite Nordic tastemakers, treating her nearly a million followers to daily dopamine boosts through finger-on-the-pulse, vibrant and eclectic looks, came up with the idea for the brand while travelling for international fashion weeks where tracking down high-quality matcha proved challenging, making her own matcha kit a must-have in her luggage. With Odd Balance, the creative and her co-founder, food and beverage entrepreneur Simon Otzen, aim to bring ceremonial-grade matcha to the European market, while also “reshaping what matcha can be, in a way,” Sindlev notes.

Related: 4 surprising beauty benefits of matcha

“I’ve been drinking matcha for a decade now, and I never identified with what I think has, to some extent, become matcha’s brand: the wholesome drink for a wholesome lifestyle, tied to yoga, pilates, meditation, and pretty Instagram pictures. I wanted to create a brand that breaks this mould and makes matcha more accessible for everyone,” she explains. With the goal of making the supercharged drink “fun and fuss-free” – and infused with Sindlev’s own sensibilities and personal style – Odd Balance seeks to create a bold and breezy universe where recipes, flavours and inspiration are at your fingertips (or tastebuds) for anyone. “No matter who you are, we can enjoy matcha together. It’s not just for the zen girlies – it’s for everyone,” she continues.

For Sindlev, it was love at first sip when she first tried matcha while visiting family in New York. “I was hooked from the beginning,” she recalls. “I loved the taste and what it did for my energy levels… I started experimenting with matcha, trying out different kinds of milks and flavours. It’s been a must-have in my routine ever since.” As someone who has “always battled with a stressful lifestyle and sometimes an overworked nervous system”, matcha became a game-changer for Sindlev, whose body doesn't always tolerate “the spike and crash” that coffee can cause.

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Creating Odd Balance has been brewing for the past two years, with Sindlev and her team dedicating 12 months to sourcing and developing the core product through “countless tastings and meetings”. The brand’s first release hails from Uji, Kyoto, the birthplace of matcha. “The result is an organic matcha that is truly the best I have tasted – smooth, refined, rich in umami, with no bitterness,” Sindlev muses. “And it’s versatile, which is what I love. You can drink it as it is or it makes the perfect base for lattes, drinks, smoothies or even cooking.” Beyond the matcha itself, Odd Balance offers the tools you’ll need to master the tastiest cup, including a kit complete with an electric whisk for on-the-go energy boost.

As for Sindlev’s personal go-to way to enjoy Odd Balance? “Right now, in late summer, I still swear by an iced matcha,” she says. “During the day, it’s an iced coconut water matcha for instant hydration. In the afternoon, it’s an iced latte with good coconut milk for creaminess and amazing flavour.”