BEST OF NORDIC RIVIERA - THE FOUNDING STORY OF LUMI
NORDIC RIVIERA BRANDS
The founding story of women-owned natural cosmetics brand LUMI
Helen Hirv is the founder and CEO of LUMI, the natural cosmetics brand based in Läänemaa county in Estonia that uses only the best natural and local ingredients in their products. LUMI is eco-engineered, sustainable and with ethical production chains.
Estonian Excellence
A spin-off company from the University of Tartu, LUMI has its roots in tackling dermatological issues and bringing radiance back to skin. Founder Helen Hirv became invested in skincare research when her daughter Emma (pictured with Helen) began suffering from atopic dermatitis.
Unsatisfied with the solutions available on the market, Helen sought to create a cream without the usual array of artificial additives that industry giants insert into their products – designed primarily to keep profits high, rather than skin healthy.
A fascination with the properties of hemp seed oil and its incredible ability to tackle dermatitis led to the creation of her first skin cream, a forerunner to what would become the award-winning Bio-Klinik line, Estonia’s first hypoallergenic, prebiotic skincare series. The cream’s results on skin were amazing, and it was clear that Helen’s passion had to be pursued.
Over the years, LUMI has not only met expectations but surpassed them, evolving from a small passion project into Estonia’s leading organic skincare brand. Year after year, they continue to set the standard. In 2024, their dedication was recognised internationally when they proudly earned the Best Free From Brand award in the UK – an achievement that reaffirms their commitment to pure, high-quality skincare.
2023 marked a defining chapter in their journey. LUMI became 100% female-owned and led, a milestone that brought their long-held dream to life. Now, with an all-women leadership team – composed of those who have long believed in and invested in LUMI – they can fully shape their vision, free from distractions, and stay true to what matters most.
As for the inspiration behind it all? Emma, the reason LUMI was born, is now grown up and working alongside her mother, passionately supporting the brand she helped spark.
"When women celebrate and support each other, the impact is profound. Not only do we experience personal growth and fulfilment, but we also unlock the full potential of our collective strength. By tapping into our inherent cooperative and collaborative feminine energy, we break free from the constraints of competition and create a culture of abundance and success for all." - LUMI
PRODUCTION
Lumi's products are made in their factory in Uugla, Läänemaa, Estonia.