luum began as a mother-and-daughter journey. After living with a chronic illness, cofounders Simron became increasingly conscious of the products she used every month. Frustrated by the lack of natural, thoughtful options, she turned to her Nepali heritage and the wisdom of Ayurveda from her mother, Poona. What started as a personal journey to create something gentler for herself became luum - the sacred art of wellness: a brand rooted in care, tradition, and a new vision for women’s wellness.