The Founder Reimagining South Asian Beauty for Modern Body Care

What inspired you to create Noohr?

The idea for Noohr came from the beauty rituals I grew up around, especially the ones I learned from my mother. Every day, she would carve out time in her schedule to make homemade masks and moisturizers with ingredients like yogurt, rosewater, honey, sandalwood, and turmeric. I clearly remember how much care she took in applying them. Never once did I see her rushing through those rituals. No matter how busy life became, that time for herself was non-negotiable. Looking back on those memories, I came to understand how caring for yourself could be both intuitive and deeply personal.

At the time, no one talked about traditional ingredients in the clinical language we use today. It was knowledge passed down through generations. You simply knew what to use on your skin because someone before you had shown you.

What I slowly realized was that what my mother passed down wasn't just a collection of beauty tips; it was a form of inheritance. As I became more curious about the science behind those ingredients, I started thinking about how they could be carried forward and reimagined through modern skin science.

Why did you feel Noohr needed to exist?

I felt there was room for a brand that could bring together high-performance formulations, cultural depth, and emotional meaning all at once. Noohr comes from the belief that every body deserves care because there is value in simply taking care of yourself.

Why was body care the right place to begin?

The body felt like the most natural place to explore the art of ritual. Applying a product requires touch, time, and attention, and I wanted body care to feel just as thoughtful as what we put on our faces.

Our first product is a concentrated body serum built around gotu kola, an ingredient long used in Ayurvedic traditions, paired with actives chosen for extra hydration and barrier support. The formula reflects what I want Noohr to represent: inherited knowledge meeting contemporary skin science.

Why is emotional well-being important to Noohr?

I've always been interested in the connection between our external rituals and our internal state. Caring for yourself physically can create a subtle mental shift. Through my own experience and conversations with people while building Noohr, I realized that even a few intentional minutes of self-care can help us feel more grounded.

We live in such a fast-paced world that we rarely give ourselves permission to slow down. There's something meaningful about listening to your body and giving yourself that time. I want Noohr to work beautifully for the skin, but I also want the ritual around it to offer a small moment to return to yourself.

Why is community important to Noohr?

I think beauty has rarely existed in isolation. So much of this knowledge was passed from generation to generation and across communities. That spirit of exchange is something I want Noohr to carry forward.

I don't want to build a brand that only speaks at people. I want people to feel welcomed into the world we're creating, a place for conversations about culture and self-care rituals. As Noohr grows, I want that sense of connection to grow with it.

What do you want people to understand about South Asian beauty?

I hope people understand just how expansive South Asian beauty is. It holds a vast range of knowledge, regional traditions, and practices, each with its own history and meaning.

What excites me is how beauty can evolve while still staying connected to where it comes from. As the daughter of immigrants, I’m interested in what those traditions can become when they are carried into a new place and interpreted through a unique experience. Noohr is my way of honouring that inheritance while making it feel personal to me.

What does success look like for Noohr?

True success for me looks like making products people genuinely love. But I also want Noohr to contribute something meaningful to the beauty conversation and build a community around a more generous idea of self-care.

Finally, who is Noohr for?

For anyone who believes there can be meaning in self-care. And always, for the light seekers.

Noohr is set to launch in Spring 2027.


Photography and Art Direction: AM Creative
Makeup: Lori Muia Beauty