A Vision for Healthier Living
At Flora, we believe that sustainable, healthy living should be within everyone’s reach. Guided by personal experiences and global expertise, we’re redefining what it means to create and grow mission-driven brands. Dive into our journey, meet our team, and discover the core values that drive every decision we make.
Our Story
Serious health challenges in my family forced me to see how deeply our environment shapes our well-being—from the ingredients in our products to the waste we leave behind. Searching for safe, eco-friendly alternatives revealed greenwashing, hidden ingredients, and little transparency. That’s why, Ugur and I started Flora: to make truly sustainable, healthy living accessible for everyone. We do the hard work so you can make easy, impactful choices. Join us, and let’s create a healthier world together.
​
Mithat Can Ulubay, Co-CEO
Meet Our Founders
.png)
Mithat Can Ulubay
Mithat is the Co-Founder and Co-CEO of Flora and a devoted fan of Good Natured Brand’s all-purpose cleaner. Prior to starting Flora, he honed his expertise in scaling e-commerce ventures as a private equity investor at Turkven, and advised global tech and e-commerce companies on over $20B in transactions at Goldman Sachs. Previously, he founded a ridesharing platform in college, and was recognized as an Endeavor Entrepreneur in 2023. A graduate of Koc University, he pursued an MBA at Stanford Graduate School of Business before taking a leave to fully dedicate himself to Flora’s mission. Mithat was born in Istanbul and lived in seven countries before making New York City his true home. An avid nature and outdoor enthusiast, he enjoys snowboarding, kitesurfing, and sailing.
Ugur Kaya
Ugur is the Co-Founder and Co-CEO of Flora and a dedicated fan of Good Natured Brand’s carpet deodorizer. Before launching Flora, he advised leading consumer brands on strategic growth and M&A transactions exceeding $50B at Goldman Sachs. He studied at ESCP Europe in Paris and has lived in Istanbul, Paris, and London. A passionate traveler, he has explored over 75 countries, always on the lookout for the next adventure. At home, Ugur shares his love for fresh, clean spaces with his two cats, Sandi and Juno, who are just as fond of Good Natured Brand’s refreshing scents. When he’s not working, he enjoys unwinding with cleaning videos—because nothing is more satisfying than a spotless space.
The Visionaries Behind Our Brands
At Flora, we’re more than just e-commerce experts—we’re pioneers in mission-driven growth. With a track record of success at high-growth startups and global powerhouses such as Goldman Sachs, Google, Alibaba, and Getir, we combine deep expertise with a passion for positive impact, forging brands that make sustainable choices effortless. Join us as we transform the market, one product at a time.
Our Values
At Flora, our core values guide every decision and every product we create. They reflect our ambition to build a healthier, more sustainable world and define how we work, innovate, and collaborate.
Ambitious
We tackle big challenges head-on, knowing we can change the world one impactful goal at a time.
Impact-Driven
We put positive change at the heart of every decision.
Authentic
We stand up for what we believe in, staying true to ourselves and our principles.
Innovative
We think outside the box, crafting creative solutions for challenges big and small.
Collaborative
We value diverse perspectives and work together to achieve shared success.
Resilient
We see setbacks as stepping stones, rebounding quickly to keep moving forward.
Humble
We embrace feedback, leave egos at the door, and constantly strive to learn and improve.
Result-Oriented
We deliver best-in-class performance with a relentless focus on measurable outcomes.