Your name:  Anu Luthra

Year the company was started:  2018

Where are the products made:

Lumehra is a proudly Canadian company based in Toronto, Ontario. All of our natural laundry products are made in Canada using high-quality, plant-based ingredients. We are committed to supporting local production while ensuring the highest standards of safety, sustainability, and effectiveness in every product we create.

What is the ‘key ingredient’ that makes your product line special?

What makes Lumehra’s natural laundry products truly special is our commitment to high-quality, simple ingredients—including 100% pure essential oils for a gentle, natural scent. But just as important is what we don’t include. Our products are completely free from sulfates, phosphates, parabens, PVAs, toxins, and 1,4-Dioxane, making them a safe and eco-conscious choice for your home and family.

What motivated you to start your company and create the products that we see today? 

Lumehra was born out of a deep concern for health and the environment. After witnessing the harmful effects of conventional detergents—especially on her own family who suffered from skin sensitivities and fragrance allergies—our founder, Anu, set out to create a better solution. Unable to find products that were both effective and truly clean, she was inspired to develop a line of plant-based, non-toxic laundry products that are safe for sensitive skin, gentle on the planet, and tough on dirt. Lumehra reflects her mission to make everyday cleaning healthier for everyone.

What are your company’s core values?

At Lumehra, our core values are rooted in transparency, simplicity, and sustainability. We believe in a minimalist approach to clean living—using only natural, plant-based ingredients that are safe, effective, and free from harmful chemicals. Our commitment to honesty and ingredient transparency ensures our customers can trust what they’re bringing into their homes. Every product we create reflects our passion for health-conscious, eco-friendly living that puts people and the planet first.

If you could tell a retailer three things about what makes your brand different, what would they be?

• Affordable, High-Quality Innovation: Lumehra offers premium natural laundry products that deliver exceptional results at a competitive price point—proving that clean, eco-friendly living doesn’t have to come with a high price tag.
• Natural Ingredients & Sustainability: Our formulas are made with plant-based, non-toxic ingredients and packaged with sustainability in mind, appealing to the growing demand for eco-conscious, health-safe products.
• Partnership & Growth: We’re not just looking for shelf space—we’re building long-term partnerships. We support our retailers with brand education, marketing tools, and a shared mission to bring better-for-you products to more households.

What are some challenges you've had to overcome to bring your business to its current state?

Entrepreneurship is filled with both highs and lows, and building Lumehra has been no exception. From navigating manufacturing hurdles to learning the ins and outs of retail and distribution, every stage has brought valuable lessons and growth. One of the biggest challenges was staying true to our mission while scaling—ensuring our natural, high-quality standards never wavered. Through it all, our focus has remained clear: remembering why we started—creating safe, sustainable products that truly make a difference in people’s lives. That purpose has kept us moving forward.

What do you enjoy doing outside of work?

Outside of running Lumehra, I am an avid baker who loves experimenting with new recipes in the kitchen. I enjoy spending quality time with my husband and daughter—whether it's hiking through nature trails or exploring new restaurants and global cuisines. Family time, good food, and the outdoors keep me inspired and balanced.