How an eleven dollar bedtime balm became a thriving aromatic wellness business
As a freelance beauty writer my home has always been my office and my three pint-sized colleagues have a lot of opinions about the different products I test. My eight year old daughter is in Selena Gomez Rare beauty while my four year old daughter gravitates towards the San Rio collaborations, but my 4 year old son is perhaps the most insightful of the bunch as he recently fell in love with the magic elixir which is Jumby Tuck Me In Bedtime Balm. Just around reading book two during our bedtime routine, he reminds me to apply “his balm”, he breathes the heavenly scent of Juniper Berry, Ylang Ylang and Cedarwood and he is constantly sleeping in no time. of time. I am also slightly obsessed with their Great Big Hug Body Balm for sensitive skin that infiltrates directly and soothes my winter-tired hands.
Jumby is an aromatic wellness line for the whole family. Melissa Lis, a caring and dedicated mother of 4 (ages 10-19), began creating these highly effective formulas on her stovetop for her family’s specific needs. All five balms are free from chemicals, synthetics, perfume, parabens and GMOs and have a really nice silky texture. Each aims to address a different problem like congestion, sensitive skin, muscle pain and insomnia.
As Melissa and her family took shelter in place on the Upper East Side, her young brand flourished during the pandemic, expanding its direct-to-consumer model to include some high-end retailers such as the chic kids site. Playhouse and Kourtney Kardashian’s wellness destination Poosh. As I reported in Forbes last month, consumers crave carefully designed products that encourage self-care rituals and Jumby is definitely a brand right now. Read on to find out how Melissa continues to navigate her New York-based business through these difficult times, what products were popular during the height of the pandemic, and the balm Kourtney Kardashian gave her friends on St. Valentine.
When was the brand launched?
I launched the Jumby brand in fall 2019, but I started making homemade formulas as a teenager growing up in San Francisco. My passion was to formulate, explore organic ingredients and make them by hand for my family and friends. Over the years, I realized that so many people benefit from my gentle formulas which protect, nourish and heal the skin and I wanted to create my own brand to share them with others. Jumby is from my family to yours!
The organic category has become more and more crowded, what do you think Jumby is bringing to the category?
As a mother of four with a range of sensitivities and skin care concerns, I couldn’t find a brand that met all of my family’s needs that was certified organic, gluten-free, and formulated without parabens. , GMOs, silicones and artificial colors. , to name a few. So I started to cook my own remedies on my stove. Jumby offers a range of remedies all under one roof, to allow people to have a single brand with so many different options. Our treatments are aimed at children and adults alike, with the intention of being shared throughout the house.
Our flagship product, the Blue-tiful balm is inspired by my youngest son (his nickname is “Blue”). He had itchy dry skin and cracked knuckles, so I created a balm with the ingredient Blue Tansy that works like magic to hydrate and help heal the roughest spots. My middle son has a severe nut allergy and very sensitive skin, so I created the Great Big Hug Balm to relieve dryness and protect against chafing and chapping. My daughter was in her teens and I didn’t want her to use harmful aluminum deodorants so I created Way Cool Deodorant for her. It was also very important for me to have the gluten free certification because I suffer from celiac disease.
Our core value is integrity. Jumby is committed to providing the safest, highest quality ingredients without compromise. All of our products are and always will be USDA Organic or NSF Organic certified, certified gluten free, dermatologist tested and non-toxic. Our ingredient labels are completely transparent because we want to let our customers know exactly what they are putting on their body. No Jumby product will hit the market until it has all of these certifications!
In addition, I wanted to keep our price low and affordable so that as many families as possible could have access to certified organic skincare and wellness products, without compromising the formulas. All Jumby products cost less than $ 15.
Which product is the most popular?
the Get me in a balm is our bestseller at the moment. I originally formulated this balm for my kids who always love being home at night. It’s infused with ylang ylang, cedarwood, and juniper berry oils which are all incredibly soothing and comforting. Especially during this pandemic with so much stress and anxiety in the world, it is a product that most people can relate to. I now see that my clients put it in their bags and keep it on their desks.
How has the pandemic affected your business? Have you seen an increase in the popularity of a particular product during the pandemic?
The brand is from New York and I was living in New York when the pandemic hit. We had to close our offices immediately and quarantine ourselves.
We have seen an increase in demand as personal care and wellness products have become a staple of home accommodation. Out of the cold became popular – the harsh, cold New York winters were the inspiration for this formula as it was important for me to have a certified organic and non-toxic decongestant chest rub. Our Warm As Toast Balm (originally created for my oldest son, who had sore muscles while lifting weights) also became a target for its muscle warming ingredients, for people who suffered from cold symptoms to others who were getting stiff from the new home work and indoor confinement.
How are you running the business differently due to the pandemic?
Jumby is a family brand with a small, dedicated team, so we can continue to work the same way, whether in the office once we’ve safely reopened, or from our homes. Today more than ever, I realize how important this brand is and how much it fills a void in the market. I have taken this time to listen to the comments, requests and suggestions of the great Jumby family – our friends and clients. Thanks to their invaluable knowledge, I was able to conceptualize and create new formulas which are now in the Jumby laboratory.
Physical retailers in the city? If not why? Is this a possible objective?
We are currently only available online. Our strategy was to launch directly to the consumer before starting to approach certain physical retailers to slowly grow the brand. A few months later, the pandemic struck, forcing retailers to shut down and reassess their strategies as well. Over the past few months, Poosh, Maisonette and Verishop have chosen Jumby for their online marketplaces. The brand has grown considerably thanks to these partnerships.
Our long term goal is to be sold in the largest retailers across the country. We’re excited to reach more families with our certified organic and better-for-you products at such an affordable cost.
How important was Poosh’s endorsement to the brand? Has this had an impact on your business?
Getting approved by Poosh was a game-changer for Jumby! It was such a great fit because they value clean beauty. Their support not only impacted sales, but also gave Jumby a new level of credibility that comes from being tested by their team of wellness experts and having their coveted seal of approval. Kourtney Kardashian even sent our Get me in a balm to some of his friends as part of a Valentine’s Day gift basket of Poosh-approved products, which had a huge impact on the brand’s growing awareness.