Osāna Naturals creates premium formulations that are naturally derived and beneficial for the body, making self-care moments feel restorative, elevated, and special—all at an accessible price point. We chatted with founder Jaimee Lupton to find out how she aims to turn your beauty routine into ritual. —Noa Nichol


When and why did you launch Osāna Naturals? What niche were/are you aiming to fill?
I noticed a lack of brands in the mass space that contain natural extracts, leave out undesirable ingredients, but also look beautiful in your bathroom and provide a moment of luxury. There also existed a white space when it came to the quality of fragrance, something that’s paramount for a personal care brand. I set out to bring a more mindful approach to the mass space, with a range of naturally derived hair and body care products containing pure botanical extracts, and beautiful, functional mood-lifting scents. Osāna launched into Target and Walmart in the US, and with Walmart Canada in Canada, in February 2024.
What products/services do you currently offer, and what makes them unique?
Our range currently includes Shampoo, Conditioner, Hand Wash, Body Wash and Hand/Body Lotion, in six unique scents. We want people to be able to access products that are formulated well, are safe and conscious, and that reflect their modern values. Having a mindful approach to ingredients and aesthetically pleasing packaging is no longer limited to luxury or niche brands. With Osāna Naturals, we’re bringing this approach to a mass setting.
In creating this collection, how did you rethink the efficacy, experience, and aesthetic of personal care, and of turning one’s routine into ritual?
We want people to be able to access products that are formulated well, are safe and conscious, and that reflect their modern values. Having a mindful approach to efficacy, experience, and aesthetic in personal care is no longer limited to luxury or niche brands. With Osāna Naturals, we’re bringing this approach to a mass setting.
Describe some of your fragrances, and how they may boost one’s mood and enhance one’s emotional and physical wellbeing.
The scents utilize trademarked fragrance technology that takes a science-backed approach to improving mood and sense of mental wellbeing. This is referred to as ‘functional fragrance’, and while it’s used by some luxury or niche brands, it’s not yet found in the mass space, which is exciting.
Why was making Osāna Naturals wallet-friendly so important to you?
Accessibility and inclusivity are a huge part of our ethos: we don’t believe that quality products with modern values that look good in your bathroom should cost more for the sake of it. We have very intentionally ensured the Osāna Naturals range is priced in a way that is affordable, and available with major retailers so that people can find it in a store near them.
What are some of your personal favourite ways to turn routine into ritual, and creating moments of self-care?
For me, self-care comes in many forms, whether it’s taking some time to move my body through Pilates, or taking time before the day starts to meditate, set goals and be grateful for things like my family, friends and my team. The great thing about Osāna is that it’s designed to elevate those little moments in your day no matter how brief: life is so busy we rarely have a moment to stop, so it feels good to be able to have a mood-lifting morning shower, and experience beautiful scents peppered throughout your day, even if you’re not conscious of them.
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