Influential Woman · Consumer Health / Healthcare Products
Joanna Shu
Co-Founder and CEO, Cartwheel
Marblehead, MA 01945
Her Story
About Joanna
Joanna Shu is the Co-Founder and CEO of Cartwheel, a consumer health company dedicated to creating trusted, effective products for families. A two-time graduate of Boston University and mother of three, Joanna transitioned from finance to entrepreneurship to pursue her passion for creating solutions to everyday challenges. Her leadership has been driven by a commitment to solving meaningful problems, moving quickly, and building a company without compromising her family or personal values.
Under Joanna’s leadership, Cartwheel launched Nit Happens, a pesticide-free, plant-based head lice treatment that has expanded to approximately 6,000 Walgreens locations, as well as Amazon, TikTok Shop, Instacart, and DoorDash. She backed the product with a human clinical study and developed Cartwheel’s school nurse program, including recognition initiatives honoring school nurses in Texas and Massachusetts. Through two years of listening to school nurses and families nationwide, Joanna has worked to make an often-stigmatized experience more approachable and less stressful for parents and children.
Joanna’s leadership philosophy centers on trusting her instincts, taking action, and continuously solving difficult problems. She is particularly focused on the future of consumer health, including greater product transparency, evidence-based solutions, fewer unnecessary ingredients, and the growing role of AI in shopping. Most importantly, she is proud of building a company that transforms an uncomfortable problem into a practical, trusted solution for families.
Her Interview
Ten minutes with Joanna
01What do you attribute your success to?
I attribute my success to trusting my instincts, taking action, and staying willing to solve difficult problems. Leaving finance to build something of my own taught me that I thrive when I am creating, moving quickly, and turning challenges into opportunities. I have also learned to listen closely to customers, school nurses, and the families we serve, while surrounding myself with people I enjoy and maintaining balance with my family and myself.
02What’s the best career advice you’ve ever received?
The best career advice I’ve received is to trust myself sooner. I’ve learned that I don’t need to have every answer before taking the first step. When my instincts tell me there is an opportunity or a problem worth solving, I believe in taking action, learning along the way, and being willing to course-correct quickly.
03What advice would you give to young women entering your industry?
Trust yourself and don’t wait until you feel completely ready. Be willing to take risks, make decisions, and learn as you go. Your perspective is valuable, especially when you are solving real problems for families and consumers, so speak up, ask questions, and don’t be afraid to pursue an opportunity simply because it hasn’t been done before.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in consumer health is meeting consumers’ growing demand for products that are effective, transparent, and backed by evidence. People are asking more questions about what they use on their families, creating an opportunity for brands to simplify choices and build trust. I’m also paying close attention to the rise of AI-powered shopping and how it may change the way consumers discover, evaluate, and purchase health products.
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