Danae Horst is an author, copywriter/editor, social marketer, and science communicator with a love for connecting humans with the rest of the natural world. Her obsession with both efficiency and effectiveness has driven her to become an ace at systems development and process improvement. Beyond the skills developed from a diverse range of experience in community engagement, brand development, and business management, Danae brings talents in writing, photography, and graphic design to every job as well.
Her lifelong love of plants and interior styling, paired with her desire to empower people to keep their plants happy and healthy, led her to start the reknowned house plant brand Folia Collective in 2016. With a background as an interior photo stylist, photographer, and editorial director/plant care columnist at Jungalow studio, Danae has guided tens of thousands of people to the right plants for their space and lifestyle. Her plant styling clients include new home owners adopting their first plant; seasoned plant lovers looking for a fresh take; restaurants, offices, and other brands bringing life to their workspaces; and even celebrities seeking anything from a few pops of green in a minimal mid-century modern, to a full-on Spanish Colonial jungle.
Danae's former brand, Folia Collective, grew from a traveling pop-up shop to a bustling brick-and-mortar store filled with plants, stylish 'plant stuff', and other goods for plant lovers. Folia was named one of the "30 Cutest Plant Shops Around the World" and the Folia Instagram feed was called a "Plant-Filled Instagram That Will Turn Your Black Thumb Green" by Domino Magazine. Danae has taught numerous online and in-person workshops and gives talks on a range of topics, including plant care for beginners, potting and repotting, propagation, plant problem-solving, styling with plants, and entrepreneurship. Danae and her work with Folia have been featured in The NY Times, The Wall Street Journal, The Los Angeles Times, The Washington Post, Architectural Digest, House Beautiful, Bust, and Domino, among others.
Danae’s book, Houseplants For All, is available nationwide, anywhere books are sold.
Danae, her husband Bill, and their dog Homer live in a plant-filled bungalow in Pasadena, California .