A Conversation with Hannah Habes, Founder of Matchaful

Written by OSEA Staff | Published April 20, 2025

Most mornings, before emails, meetings, or getting her three young children ready for the day, Hannah Habes takes a moment for herself—and a cup of matcha. That simple ritual eventually inspired something much bigger. In 2012, after experiencing a personal health transformation, she founded Matchaful out of her Brooklyn apartment with a mission to bring organic, sustainably sourced matcha to more people.

What began as a one-woman operation sourcing single-origin matcha from a small family farm in Japan has grown into a movement. Today, Matchaful is sold online at matchaful.com and in over 200 locations, and their matcha is served in eight standalone cafés across New York City.

Recently, we sat down with Hannah to talk about our shared love of wellness, glowy-skin rituals, alternate nostril breathing, motherhood—and the one ingredient that changed her life forever.

What was the inspiration behind Matchaful?

Hannah: My journey with matcha began over a decade ago when I discovered its calming yet energizing properties. I wanted to share this beautiful tea with others and create a brand that not only offers high-quality matcha but also promotes sustainability and wellness. Thus, Matchaful was born—a blend of passion for matcha and a desire to nourish mind, body, and spirit.

What made you fall in love with matcha?

Hannah: The energy I got from sipping matcha was unlike anything I’d experienced before: alert, yet calm. As I explored the space more deeply, I found that most matcha companies offer little-to-no visibility into their matcha’s origins. The matcha was grown on a farm, sent to a distributor and typically blended with matcha from other farms, making it near-impossible to identify the original source.

Matcha’s biggest benefit for skin & wellness?

Hannah: Matcha is rich in antioxidants, which can help combat free radicals, promoting healthier skin and overall wellness. Its calming yet energizing properties also support mental clarity and focus.

What does “wellness” mean to you?

Hannah: Wellness, to me, is a holistic approach to health—nourishing the mind, body, and spirit through mindful choices, sustainable practices, and fostering genuine connections.

The last book I read was:

Hannah: "No Bootstraps When You're Barefoot" by Wes Hall—a compelling journey from humble beginnings to the boardrooms of Bay Street.

The first product I use when I wake up is:

Hannah: I whisk a small cup of our Kiwami ceremonial matcha—it sets a calming and focused tone for the day.

Matcha in the morning or all day long?

Hannah: Morning. I save my afternoons for our organic Houjicha.

The last product I used every single drop of was:

Hannah: I’m obsessed with the texture and smell of OSEA’s Undaria Algae™ Body Wash. It makes me feel revitalized.

My perfect morning ritual:

Hannah: A pilates workout, followed by a cold shower, and then a warm cup of matcha.

What’s on my face right now:

Hannah: I’ve just discovered OSEA’s Atmosphere Protection® Cream. I put that on before applying a light foundation from Exa High Fidelity and a little RMS Bikini Beach bronzer.

Favorite scent:

Hannah: Jasmine

Current wellness practice:

Hannah: Alternate nostril breathing helps me focus my energy before embarking on my day, and helps me calm my mind before I sleep. I try to do it every morning and evening for a few minutes.

>My beauty icon is:

Hannah: Zoe Saldana – I admire individuals who embrace their natural beauty and radiate confidence from within.

The one thing I want to try is:

Hannah: Continuing to deepen my knowledge and experience of Japanese tea ceremonies to deepen my appreciation of matcha culture.

My best sustainability tip is:

Hannah: Choose products with transparent sourcing and support brands committed to sustainable practices.

What could make me vegan forever:

Hannah: Delicious plant-based matcha desserts—they’re both indulgent and cruelty-free.

The first time I experienced the healing powers of nature:

Hannah: I was hiking in the Pacific Northwest, surrounded by lush greenery and fresh air—it was rejuvenating.

My best advice to my younger self:

Hannah: Trust your intuition and embrace the journey, even when the path is uncertain.

The one thing I am most proud of is:

Hannah: Building Matchaful into a brand that values quality, sustainability, and community.

Describe what it’s like to be a working mom:

Hannah: It’s a balancing act filled with challenges and rewards, teaching me resilience and the importance of presence.

What’s been the biggest surprise about motherhood?

Hannah: The profound capacity for unconditional love and the joy found in simple moments.

Go-to self-care practices for busy moms?

Hannah: Prioritizing short moments of mindfulness, enjoying a calming cup of matcha, and embracing flexibility in routines.