EJ Kim was born and raised in Daejeon, South Korea. At the age of 15, she persuaded her parents to send her to the United States to learn English and become an international businesswoman. Moving to a different continent alone at a young age, EJ quickly learned self-reliance and independence, seizing every opportunity to pursue her dreams.

Beginning her career in finance, EJ soon realized her passion lay elsewhere. Desiring a more dynamic field, she transitioned to marketing, joining an advertising agency. This marked her entry into the creative business, where she flourished as a business and brand strategist. With expertise in utilizing research to uncover insights shaping business and brand strategy, she has spent almost two decades serving clients across diverse industries, finding the connection between business offerings and consumer demands through research, data, and strategic insights.

EJ's journey with NNABI evolved through trial and error over time, driven by her personal struggles with hormonal imbalances. In her thirties, while grappling with fertility issues and the symptoms of PCOS, she sought relief from the discomfort through various medical procedures. Dissatisfied with the invasive and costly treatments, she embarked on a quest for a gentler, natural solution to alleviate her symptoms and support women facing similar challenges. Her curiosity and passion fueled extensive research, leading her to a profound understanding of women's complex hormonal journey, beyond just menstruation, into the realm of perimenopause and she found herself in perimenopause. 

Realizing the overlooked needs of women in perimenopause, EJ joined forces with Marina, her co-founder, to establish NNABI. Their mission: to revolutionize how women experience perimenopause. NNABI believes that supporting women in perimenopause is not only crucial for women's healthcare but also vital for societal health and prosperity.