Built by an ops girl who couldn't sit still.

Hi, I’m Yumna.

For more than 12 years, I built businesses for other people.

I’ve worked across advertising, ride-hailing, tech, healthcare, quick commerce, electric mobility and immersive technology. I’ve built teams, launched new markets, fixed messy operations, chased revenue targets, created systems from scratch and made an unreasonable number of spreadsheets.

Basically, I know how to build things.

Beauty products? Not exactly where I thought that experience would take me.

But here we are.

Yum’s started during a pause I wasn't very good at taking.

For most of my adult life, I’ve been working.

I started at 17, and somewhere along the way, building became part of who I am. Give me a problem, a blank page or something that doesn't exist yet and my brain immediately starts figuring out how to make it work.

Then life gave me a rare moment with nowhere I had to be every morning.

I could have relaxed.

Naturally, I started a self-care brand.

I began researching ingredients, sourcing materials, working on formulas and making tiny batches. My house slowly filled with oils, soap moulds, bottles, labels and packaging samples.

There were products being tested on every available family member.

There were spreadsheets.

Obviously there were spreadsheets.

And somewhere between the first batch and the fiftieth tiny decision about a label, Yum’s became real.

Why self-care?

Because I wanted to make the kind of products I actually enjoy using.

Not complicated 12-step routines.

Not miracle claims.

Not products that make self-care feel like another item on your to-do list.

Just really good little things that make an ordinary day feel nicer.

A hair oil before wash day.

A soap that turns five minutes in the shower into a ritual.

A lip balm permanently living beside your bed.

A body oil that catches the light when you're getting ready to go somewhere—or when you're going absolutely nowhere.

Small moments.

Everyday Yum.

That became the idea behind the brand:

skin. body. everyday yum.

Made small, on purpose.

Yum’s started in small batches and I want that thoughtfulness to remain part of how we grow.

We choose ingredients with a purpose. We test. We tweak. We make again.

Our products aren't built around impossible promises. They're designed around simple things: nourishing, cleansing, softening, exfoliating, glowing and making your everyday routine feel a little more delicious.

From our Arnica-Infused Hair Oil and Rice Glow Massage Soap to our lip balms and shimmer body oils, every Yum starts with one question:

Would I actually want this in my own routine?

If the answer isn't yes, it isn't ready.

There is an operations machine behind the pretty bottles.

This might be my favourite part.

On the surface, Yum’s is pink bottles, glossy oils, soaps, balms and tiny batches.

Behind it is everything I've spent my career learning how to build.

Suppliers. Inventory. Costing. Quality checks. Packaging. Processes. Customer journeys. E-commerce. Data. Marketing. Technology. Fulfilment. Systems.

Turns out building a self-care brand isn't that different from building any other business.

Except this one smells considerably better.

And yes, there are SOPs behind the soaps.

Probably more than a soap reasonably needs.

And then there are my two little humans.

I'm building Yum’s while raising two children, which means this business is being built somewhere between work, school runs, family life and everything else that fills a day.

My children get to watch their mother have an idea and turn it into something they can actually hold.

There is something incredibly special about that.

Especially because I have a daughter.

Maybe Yum’s becomes enormous one day.

Maybe it becomes something completely different from what I imagine today.

But I love the idea that she will grow up knowing that you don't have to wait for permission to build something of your own.

You can start small.

You can learn what you don't know.

You can figure things out as you go.

And you can always begin again.

So, what is Yum’s?

It's a self-care brand.

But to me, it's also proof that after 12+ years of building, I'm still just getting started.

It's curiosity.

It's reinvention.

It's a slightly ridiculous amount of attention paid to tiny details.

It's something made by hand and built with a business brain.

And most importantly, it's a reminder that taking care of yourself doesn't always need to be serious.

Sometimes it can just feel really, really Yum.

— with love Yumna