Meet Atlanta-based Roxanne Kaiser (@rickyrox_). You may have caught her on Netflix’s “The Ultimatum” Season two. Today, she has successfully launched her own brands outside of finding her soulmate. First, it was the Pasted Nip (@pasted_nip). Now, she’s using her platform to promote support for her panic disorder and the everyday mental health struggle of others with PROXY (@feelproxy)— a plant-based daily gummy we never knew we needed. Here, we got the details of everything that led to its development.
Roxanne Kaiser at PROXY’s launch party. PHOTO BY GLLRY444.COM
At what point did it become clear to you that panic attacks would be a challenge that must be addressed seriously?
After my first severe panic attack in 2017, it took me a few months before realizing what was going on. I think this is common for a lot of people who experience panic attacks for the first time. Since it was not discussed at all in 2017, I thought I was genuinely sick. After a few months of having ‘clear’ tests at the hospital, I finally had the thought that it was stress-related and made my first appointment with a psychiatrist.
PROXY’s GROW LUSH and PANIC MODE flavors. PHOTO BY GLLRY444.COM
In what ways do you actively nurture and build a supportive community around the critical subject of mental health and panic attacks?
By being honest, vulnerable and authentic. The community I have built around mental health and panic disorders came from me talking about my authentic experiences. Once the show aired, I started getting many questions from women asking, ‘How are you so confident?’ and I didn’t want to personify this false sense of who I was. That is why I decided to post a video about my first panic attack experience. I could not believe the responses I got in my DMs. Even if you come off as this ‘put-together, female entrepreneur,’ you can also suffer with a debilitating panic disorder.
Reflecting on your career and personal journey, would you say that you’ve always possessed a natural inclination for entrepreneurship?
I wouldn’t say I have always known I wanted to be an entrepreneur, per se, but I knew I could offer more than just what I could give to the corporate world. I couldn’t be creative the way I wanted, self-start the way I wanted and honestly, be who I really was. I always wanted to do more.
PROXY’s Just Chill gummy. PHOTO BY GLLRY444.COM
Could you describe the steps and creative process of developing this product, from the initial idea to the final result?
After I posted the video talking about my first panic attack experience, I immediately saw this vision to create something. At the time, I was eating super sour candy to help distract my mind when the onset of panic would come over me—so I remember thinking, ‘I bet I can create a sour gummy that is not full of BS and sugar.’ From there, PROXY took off like a rocket. But what if someone didn’t like sour? We created Just Chill and Panic Mode—two more incredible gummies that are used for different times and feelings of anxiety. Branding was another huge and important part of building PROXY. The name stems from a play on what people call me all the time (Roxy) and our gummies being a proxy for mental health. I wanted PROXY to be cool, inviting. I love the vibrant colors, I love our very relatable smiley faces on each package.
Beyond its primary purpose of addressing panic attacks, what additional advantages and benefits does PROXY provide to its users?
PROXY is so much more than a gummy for panic. It can be a daily supplement (especially our Just Chill and Grow Lush). PROXY’s botanicals are all comprised of ingredients that are good for daily use. I love the idea of people considering reaching for PROXY instead of a Xanax in times of need.
How did participating in “The Ultimatum” impact your career trajectory? Or, if anything, how did it affect you personally?
Being on “The Ultimatum” has been nothing short of amazing. But you know I am going to keep it real. I do not think the show would have been great if I didn’t know who I was and dealt with significant self-confidence struggles. Being on reality TV takes extreme grit. I knew who I was, what I wanted, and why I went on the show. I’m engaged now and I don’t think I would be now if not for “The Ultimatum.”
Antonio Mattei, Azaan Subhani, Chelsea Olivia and Damian Powers at Memento ATL for PROXY’s ATL launch; PROXY’s products on display. PHOTO BY GLLRY444.COM
In your opinion, what regarding mental health maintenance, what aspects are you most emotional about, and why do they hold such significance for you?
A big one that comes to mind is mental health awareness in different cultures. Having a mom from Iran, I grew up in a household where mental health was not talked about. This is not because my mom did not care or love me, but because this is not a topic of conversation in Iran. Therefore, going to therapy and seeing a psychiatrist were not things in my household. As a first-generation American, it would be incredible to stop the stigma around mental health so that our generation’s children understand there are resources available to help.
How do you maintain a balance between taking care of your mental health and fulfilling the demanding role of an entrepreneur?
I eat a bag of PROXY a day. LOL! No, I’m kidding (2 servings of each gummy a day). In all seriousness, it is challenging. For years, I have been on and off SSRIs to help balance my panic disorder while maintaining an insane schedule. This is not necessarily where I want to be, as I have been working to slowly taper off my SSRIs and substituting PROXY to help balance my mental well-being.
When it comes to relationships, how do you and your significant other navigate those moments of panic, and what advice do you give your audience?
When Antonio first saw my panic attacks, he honestly did not know what to do, and in turn, I would get frustrated because I thought he didn’t care to help me. I suggest being open and communicating what you need in those moments with your partner. Don’t be embarrassed. It took some time for him to understand completely, but now he knows exactly what is happening and what to do.
What’s next for Roxanne Kaiser?
Man, just growing PROXY truly! We’ve started a small podcast-style speaking series to align with PROXY called “Wildly Better Well Being.” We’ve brought on our PROXY medical advisor, herbal specialist and people suffering from anxiety and panic disorders. I am excited to continue bringing people on to chat because I do believe the more we talk openly about our experiences, the more people will feel comfortable enough to talk about their own experiences.
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