In this episode of Be Anomalous, I sit down with Margaret Traina, founder and CEO of Atmo Home, a clean home care brand blending science, sustainability, and soul. Margaret’s path is anything but linear — from liberal arts and history to venture capital in Berlin, to a failed fashion rental startup, and eventually launching a wellness-inspired home care brand now based in NYC.
We talk about leaving your comfort zone (and your country), how heartbreak can spark transformation, and why being a founder means building both a business and a self. Margaret opens up about battling burnout, resetting her nervous system, and learning to lead with intuition instead of ego.
This episode is about trusting yourself through pivots, pausing without shame, and building slow, thoughtful brands that actually last.
If you’ve ever felt like you’re late, off-track, or "too emotional" to lead — let Margaret remind you: grace, grit, and growth can absolutely coexist.
🎧 Listen to the episode
Spotify | Apple Podcasts
What You’ll Learn
How Margaret went from VC to founder and why the transition was messier than she expected
The real reason her first startup failed (and why walking away was the hardest part)
How moving to Germany for love ended up being the most expensive decision of her life
The cultural and emotional challenges of being an outsider abroad
Why she chose to build her brand with intention, not just speed
What she learned from launching in Europe vs. scaling in the U.S.
Tactical fundraising advice, product launch strategy, and real talk on venture vs. bootstrapping
How to stay motivated as a solo founder (and why your mental health is the asset)
Favorite Quote
“You are not your idea. You have the idea. But you can have other ideas.”
— Margaret Trainor
Favorite Book
📖 The Lion, the Witch and the Wardrobe by C.S. Lewis
In This Episode, We Cover:
(00:00) Intro to Margaret & Atmo Home
(03:00) Moving to Germany for love, staying for growth
(06:00) Cultural contrasts, independence, and finding her identity abroad
(08:00) Childhood, middle-child energy, and resilience
(10:00) Being a history major and discovering her work ethic
(12:00) First startup idea: fashion rental and why it flopped
(15:00) Getting obsessed with cleaning and discovering her new path
(18:00) Launching Atmo and deciding how not to raise too early
(20:00) Building her U.S. presence and lessons from consumer investing
(23:00) Fundraising with integrity and clear expectations
(26:00) Walking away from Europe, again, and grieving the pivot
(28:00) The inner work of founder life: nervous system, therapy, routines
(30:00) Finding joy outside of the business (cooking, politics, nature)
(33:00) Why success doesn’t mean being "big" — it means being aligned
(35:00) Advice for side hustlers and how to test ideas the smart way
(37:00) How she uses content and community to build slow
(39:00) Why DTC isn’t dead — it just needs better margins
(41:00) Transitioning from German manufacturing to U.S. retail
(44:00) Crafting intentional customer personas and transformation stories
(47:00) The non-negotiables that guide her leadership
(50:00) Creating culture on a small team, and leading with heart
(54:00) The power of grace, emotional regulation, and honest ambition
Where to Find Margaret Traina
Referenced in This Episode
The Lion, the Witch, and the Wardrobe by C.S. Lewis
Can’t Hurt Me by David Goggins
Traction by Gino Wickman
Sequoia Capital’s customer journey frameworks
Credo Beauty
TechCrunch Early Stage Conference
Fashion rental market & DTC evolution
