A Founder’s Skincare Journey
Authored by Jeena Dhanjal, founder of inūra
This one’s a little more personal to put a face to the brand — and my story behind it.
I’ve struggled with my skin for as long as I can remember, deeply affecting my self-confidence over the years. I tried what feels like every product, often confused by complicated routines, ingredients and poor results. With my years of research and trial-and-error of various skincare products, I knew there was a better solution.
What started as a quest to find the right clean skincare blossomed into an idea to create a new product from scratch. Growing up in the Toronto area, my friends and family from all over the world use their unique homegrown rituals and ingredients to improve their skin, health and overall beauty. What if there was a brand out there that could bottle those ingredients and bring these rituals to everyone?
Better yet, what if they were combined them with modern clean beauty and skincare science that was good for the skin and actually worked? I was motivated to find a solution. Inspired by the wisdom of ancient ingredients and skincare rituals, I wanted to blend this ancient knowledge with modern skincare science.
“inūra is the brand I needed—simple, intentional, and crafted with experts to reveal your light (nūr) from within. Inspired by timeless skincare traditions and elevated with clean, science-backed ingredients, inūra isn’t just skincare—it’s a ritual designed to make you feel beautiful.”
— Jeena Dhanjal, founder of inūra
My passion for this idea sparked months of research and deep conversations with skincare experts who were genuinely intrigued. I remember asking myself, Could I—just a mom of two—really be onto something? At first, I wasn’t sure. But after spending time learning, questioning and connecting with the right people, something shifted. I established industry relationships and partnered with a local skincare formulation team who believed in the vision—and that’s when my confidence truly began to grow.
Proudly crafted in Canada by experts in clean skincare and cosmetics, inūra is a fusion of ancient rituals, botanicals and modern science—and a new standard of skincare. If you’re ready to reveal your inner nūr—your light—I invite you to make inūra part of your daily skincare ritual.
Sincerely,
Jeena
