Yūgenial is my Meraki, a modern greek word meaning to do something with love, soul and creativity - to put 'something of yourself into what you're doing'. I come from a traditional, scientific background but after really immersing myself into the creation of Yūgenial, I came to appreciate the lost values in ancient wisdom and the art of ceremony, rhythm and tradition.
I had originally set out to create a brand that reflected our Western Culture - scientifically analytical, reductionist, rational and adopting a 'no-frills' approach. However I was brought back to the bigger picture and to the benefits of my Eastern roots, as I traversed the non-linear path to improved mental and physical wellbeing.
In an impressive, but pharmaceutical driven healthcare system, the delivery of placebo and it's synergy with both conventional and alternative remedies is an underrated one: the role of ritual, connection and imagination in the body's self-healing mechanisms. The power of the mind and the narratives that we are both told, and tell ourselves.
It demonstrates the need for the integration of the mind-body connection as a holistic approach to compassionate care and sustainable lifestyle adjustments. In the move towards an increasingly secular, fast paced and technological world, it has become the norm to subscribe to a gym for physical fitness, whilst often forgetting not to neglect our mental and psycho-spiritual needs.
I am ethnically half South Korean and half Welsh; Yūgenial is a marriage of my heritage in that respect. After studying Medical Science with Gastroenterology and Hepatology at Imperial College, I have worked with cosmetic chemists and scientists in the formulation of these products.
We wanted to promote transparency, clean science and consumer education in the market, alongside changing perceptions around mental health, plant medicines and pharmaceutical policy. Where CBD is concerned especially, it is important to find high-grade oils, public certificates and test results from brands that you can trust.
Thank you to Anoushka for her divine self-care rituals (below), to Lera whose message and tea ceremonies were a beautiful synchronicity, to Ben for the artistic videography, as well as to a host of Female Founders for the advice and inspiration. We hope you enjoy these ūnique creations. - Nia Elin, Co-Founder
add a drop of Elixir to an evening brew with this meditative ritual