Our story

ALUMAÉ was born from real skin struggles and a deeply personal desire to care.

For Jay, founder of ALUMAÉ, skincare had always been personal.

After years of navigating her own hyperpigmentation, breakouts and stubborn dry skin, that relationship with skincare took on a deeper meaning when she became a mother.

Her children experienced their own skin concerns, from dryness and irritation to recurring rashes. Around her, family and friends were also living with eczema, psoriasis and sensitive skin.

And for Jay, caring for their skin became more than simply finding the right product.

It became something she wanted to understand.

So, in her own kitchen, she began researching ingredients, learning about formulation and creating skincare for her family herself.

She experimented with plant oils, butters and carefully chosen ingredients, creating simple formulas with one thing at the centre of every decision: care.

There was something deeply personal about knowing what was going onto her family's skin because she had taken the time to understand it, choose it and make it herself.

Those early formulations weren't created with a brand in mind.

They were made for home. For her children. For herself. For the people she loved.

And somewhere along the way, that care became ALUMAÉ.

Inspired by the word “illuminate,” ALUMAÉ represents radiance, softness and strength. What started in Jay's kitchen has grown into a vision for thoughtful body, skin and haircare that turns everyday routines into rituals of care.

We believe caring for yourself doesn't have to be complicated. It can be intentional, nourishing and something you genuinely look forward to.

ALUMAÉ is rooted in gentle science, conscious care and inclusivity, creating rituals designed to care for different skin tones, textures and needs.

Because the same intention that went into caring for Jay's family sits at the heart of everything we create.