Our story
luum was founded by a mother–daughter duo, Simron and Poona, whose journey into women’s wellness began through personal experience, heritage, and a shared belief that women deserve better care.
As a teenager, Simron was diagnosed with a chronic illness and told she would likely rely on medication for life.
A few years later, at just 18, her condition escalated into a life-threatening crisis that left her in an induced coma.
An experience that profoundly changed how she viewed health, her body, and the choices women are given.
Determined to understand more about women’s wellbeing, she began exploring different perspectives on health and reconnecting with traditions passed down through generations.
Whilst researching in conversation with her mother, Poona she bought in their south-asian heritage into focus as they spoke about the ancient traditions women in their family had long relied upon, including the 5,000-year-old wisdom of Ayurveda.
Inspired by these ancient roots and their shared story, they founded luum - the sacred art of wellness - a brand created to reconnect modern women with the timeless understanding that our bodies deserve care and respect as well as the planet.
Ancient wisdom. Modern ritual.
The Sacred Art of Wellness is the idea that wellbeing is not separate from nature, but deeply woven into it.
In ancient Ayurvedic philosophy, health is viewed as a continuous balance between body, mind, spirit, and the natural world.
Guided by rhythm, ritual, and awareness.
Rather than treating the body as something to be fixed, it is seen as something to be understood, supported, and brought back into harmony through daily practices, nourishing ingredients, and intentional living.
This approach honours the belief that everything in nature carries its own intelligence, and that plants, cycles, and seasons are all part of a larger system of balance.
In this way, wellness becomes more than care - it becomes a quiet, sacred relationship with life itself.
Ayurveda’s balance - the three doshas
Ayurveda focuses on maintaining balance between the body, mind, and environment rather than simply treating illness.
At its core are the three doshas - Vata, Pitta, and Kapha - which represent different combinations of elemental forces that govern physical and emotional functions.
Vata is linked to movement and nervous system activity, Pitta to heat and metabolism, and Kapha to structure and stability.
When these doshas fall out of balance, it is believed to show up as physical discomfort, emotional strain, or changes in energy and wellbeing.
Introducing the “God herb"
Known as Vijaya or “God herb” in Ayurveda, the hemp plant has been valued for centuries for its grounding and balancing properties.
Naturally rich in omega fatty acids, antioxidants such as vitamin E, and beneficial plant compounds, hemp helps support skin comfort and maintain a calm, nourished environment during the menstrual cycle.
Its naturally antimicrobial and barrier-supporting qualities make it especially well-suited for intimate care, where softness, breathability, and skin integrity are essential.
In traditional practice, Vijaya has been associated with easing physical and emotional imbalance, aligning with its modern use in gentle, plant-based cycle care designed to support the body in a more natural, considered way.
Rooted in culture
Hemp is widely recognised as one of the most sustainable plants in the world due to how efficiently it grows and how little it demands from the environment.
It requires minimal water compared to conventional crops, grows quickly without the need for heavy pesticides or herbicides, and naturally improves soil health through phytoremediation - helping to restore and clean the land it grows in.
Every part of the plant can be used, from fibres to seeds to extracts, meaning very little goes to waste.
Its fast growth cycle also allows for multiple harvests in a single year, making it a highly renewable resource.
In regions like the Himalayas and Nepal, hemp’s natural resilience makes it especially valuable, as it thrives in diverse climates and supports low-impact, traditional farming systems.