Rafael Rozenson

A CREATIVE SOUL. Rafael Rozenson has always been happiest when expressing his creativity. Growing up in Tel Aviv, he was inspired by his artist father, finding joy in music and art. At eight, his family relocated to Canada, where he continued to nurture his creative passions. Despite his supportive family, Rafael faced challenges, particularly with his father, who struggled to accept his sexuality as a gay man. These experiences profoundly shaped Rafael’s journey, both personally and professionally.

Rafael’s company, Vieve Protein Water, emerged after years in the consumer products industry. Vieve is a naturally flavored protein water designed to offer a refreshing and hydrating alternative to traditional protein shakes. The idea came to Rafael during his tenure at Evian when he was trying to bulk up but found himself sick of protein shakes and powders. “I thought, wouldn’t it be great if you could get protein in a refreshing, hydrating drink like water?” This lightbulb moment sparked the creation of Vieve, blending his extensive industry experience with a genuine consumer need.

Rafael’s upbringing exposed him to diverse cultures and perspectives. He pursued a business degree at the Schulich School of Business, York University, despite his initial love for the arts. An exchange program in Copenhagen transformed his view of the business world, igniting a passion for entrepreneurship. After graduating, Rafael gained extensive experience in the FMCG sector, working for giants like P&G, Disney, and Mars. It was during his time at Mars, attending food and drink trade shows, that he was inspired by the creativity of startup brands, leading him to eventually start his own company.

Starting Vieve was not without its challenges. As a solo founder in the UK, Rafael faced hurdles in finding a manufacturer willing to support a new product. Financing the venture and setting up logistics added to the complexity. Despite these obstacles, Rafael’s determination and creativity drove him forward. “The initial feedback on the product was positive,” he recalls. “It’s one thing for me to like it, but getting positive reviews from consumers was crucial.”

Rafael’s journey as an LGBTQIA+ founder has been marked by both challenges and opportunities. “In my industry, I face a lot of discrimination,” he shares. While he has tried to be visibly out as a founder, he has encountered negative feedback when aligning Vieve with the LGBTQIA+ community in marketing efforts. This experience has taught him to balance his personal identity with his professional role carefully. However, being an LGBTQIA+ founder has also opened doors. Early coverage from LGBTQIA+ media and interest from retailers with diversity programs have been beneficial.

EMBRACING SELF-BELIEF. Reflecting on his journey, Rafael advises aspiring founders to be prepared for a slower burn than anticipated. “Be kind to yourself,” he emphasizes. “Avoid comparing your journey to others. Everyone’s path is different.” Rafael also stresses the importance of mental health, sharing how he took a break to address his own challenges. “It’s okay to take time out and step back,” he says. “Believe in yourself. Self-doubt is natural, but don’t let it hold you back.”

Despite the demanding nature of entrepreneurship, Rafael finds joy in cultural experiences, traveling, and spending time with friends and family. These passions keep him grounded and inspired. As he prepares to expand Vieve into major UK retailers, Rafael reflects on his journey: “I know it sounds cheesy, but just believe in yourself. From my experience of coming out, I was always guided by a lot of self-doubt. I was insecure about what I could do and what I could achieve, and now I know I had no reason to be.”