Louisa Li didn’t set out to create a viral home goods brand. As an Airbnb host, she was simply looking for a stylish, sustainable alternative to single-use toiletries. But after scouring the market, she found most options were either overpriced or dated.
“A lot of what was on the market has this very motel-like feel. So I decided to design my own,” said Li, who launched MaisoNovo exclusively in the Amazon store in 2020. To her surprise, her sleek toiletry dispensers quickly caught on, turning her personal project into a top-selling brand.
“When I listed the product in the Amazon store it quickly became viral,” she recalled. “It was a happy and unexpected twist.”
Li now leads MaisoNovo with a clear mission: to make home organization stylish, functional, and eco-conscious. From drill-free shower dispensers to refillable, non-toxic soaps, every product is designed to elevate everyday routines while minimizing waste.
As an LGBTQIA Asian female founder, Li has woven her values into the fabric of the company. “I believe in creating fair opportunities for all,” she said. “That shows up in the makeup of our team, which is 67% women and 11% LGBTQIA-identifying, and in the purpose behind everything we create.”
She credits Amazon with helping to bring her mission to life.
“Amazon has truly democratized product development and innovation, making it easier than ever for anyone with a great idea to flourish,” she said.
Programs like Fulfillment by Amazon and Multi-Channel Fulfillment have been critical to MaisoNovo’s growth, allowing Li to streamline operations by outsourcing the picking, packing and shipment of her products—not just through Amazon but across multiple sales channels, including her own website.
“Fulfilment by Amazon has greatly simplified the logistics side of running a small business so we can focus on scaling,” she said.
For Li, the ultimate goal isn’t just growth—it’s emotional impact.
“MaisoNovo is about more than just organization,” she said. “It’s about creating a zen space where you feel safe, settled and surrounded by care.”