Our Story

Śuci Wellbeing began with a desire to bring nature closer to city life.

For Gioia, the love for aromatherapy began in childhood. Her best friend’s mother was an aromatherapist, and the scents that filled her home reminded Gioia of her early childhood, spending much of her time with her godmother, who lived by the water beside a forest, a place that shaped her upbringing.

Years later, that memory guided her back to aromatherapy. She came to understand that the craft is not about talent but about knowledge, study, and a deep personal connection to nature. And so, she began her formal training.

During her pregnancy, Gioia searched for skincare that was genuinely natural, not only in name but in quality and formulation integrity. She could not find what she was looking for, so she began to make it herself. Soon, people around her started asking for the same products. From this need, and from her determination, the foundation for Śuci Wellbeing was set.

As she continued to formulate, her attention turned not only to the skin but also to the atmosphere around her. She wanted her home to smell like the forest of her childhood, crisp, grounding, and alive. Working with essential oils, she began to recreate that feeling through scent. What started as a few bottles on her kitchen table slowly became the beginnings of a sensory world, one that blended care for the body with the power of nature.

Still, something was missing. She felt a distance between the purity of what she made and the way most natural brands presented themselves. Many claimed naturalness, yet few carried a sense of true luxury. For Gioia, luxury was not about appearance but about being able to access pure ingredients of such quality, especially in the world as it is today. That purity felt precious, something to be shared with integrity. She wanted to build a brand that could embody that authentically.

When she thought about who could bring that vision to life, she immediately thought of Jamal, someone she had long felt connected to through her godmother, who was also his stepmother. Jamal had grown up in that same place by the water and forest, and bringing Śuci to life together felt like a circle closing.

In a small café in Amsterdam, they began shaping the idea until they found Śuci, a Sanskrit philosophy that expresses purity of mind, body, and being. When they came across it in the Sanskrit dictionary, they both paused. There was an instant sense of recognition, as if something greater had aligned. Neither of them had any doubt; the name carried everything they wanted the brand to represent.

When Gioia reached out to Jamal, it was less about design skill and more about shared vision. Though he hadn’t worked as a designer for nearly a decade, creativity had never left his life. It had simply taken other forms through spaces, people, and ideas. With a natural appreciation for art, design, and interiors, the idea of shaping something meaningful through visual expression immediately resonated. From a spiritual perspective, he saw design as an act of contribution, a way to translate the energy of Śuci into the physical world. Returning to design felt intuitive, a practice of turning philosophy and care into form.

Through his spiritual path in Buddhism, Jamal had come to see his purpose as contributing to people, places, and ideas that foster a more conscious and connected world. Śuci became part of that expression, a space where creativity, beauty, and awareness could meet.

His lifelong fascination with nature and plant wisdom also shaped his connection to Śuci.

Together, Gioia and Jamal brought these threads of knowledge, reverence, and creativity into form, crafting a brand that reflects not only purity of ingredients but also purity of intention.

Their shared love for India became a natural part of Śuci’s foundation, not as aesthetic inspiration but as a place of deep learning and respect drawn from their spiritual traditions.

It began with curiosity and care, grew from trust and connection, and continues with the same purpose, to bring nature closer, through scent, through touch, through presence.

Because for us, there is nothing quite like it.

With love,
Gioia & Jamal

Śuci, where purity and knowledge meets purpose.

At Śuci Wellbeing, we follow a way of living shaped by intention and guided by knowledge. This approach informs what we choose, how we care, and how we engage the senses in daily life.

The brand is inspired by the Sanskrit philosophy of Śuci, meaning purity of mind, body, and being. It is a principle drawn from a lineage far older than us, yet present in everything we bring into form. Its roots lie in the heritage and traditions of India, an origin we honour and continue to learn from.

To us, wellbeing means living this philosophy through practice. It shows in how we formulate, source, and care, in each ingredient we select and in the way every product is made. It begins with noticing what supports us now and continues through the choices we make and the ways we return to the present.

Each product and experience is formulated with purpose. What we offer is sensory and alive, shaped by both purity and understanding. Every blend, balm, and mist carries the intention of care, so that what you experience is not only scent but substance.

Our Approach to Aromatherapy

Aromatherapy begins with nature. Essential oils are pure plant extracts that carry fragrance and function in harmony with the body and the environment. Synthetic ingredients cannot do this. They lack life, and in excess, disrupt the balance nature maintains with ease.

To understand our approach to aromatherapy, we begin with essential oils. What are they, and why have we chosen them as the foundation of our products? Essential oils are natural extracts taken from aromatic plants. They capture the plant’s fragrance and beneficial properties in concentrated form. When used with care and intention, they can gently support wellbeing.

This is where aromatherapy begins: from the Greek arōma meaning fragrance, and therapeia meaning treatment or care. It refers to the therapeutic use of natural fragrance to support body and mind through the senses. The modern practice of aromatherapy took form in France in the early twentieth century, when chemist René-Maurice Gattefossé began studying the medicinal properties of essential oils after discovering their ability to support skin healing.

Each essential oil comes from a specific part of the plant where its aromatic cells are found, for example: petals in rose and geranium, leaves in eucalyptus and patchouli, roots in vetiver and ginger, peel in bergamot and sweet orange, or wood in cedar and sandalwood.

At Śuci Wellbeing, our work is based on aromatherapy, the art and science of using pure plant extracts to support body and mind. The philosophy of Śuci, meaning purity, guides how we formulate, a commitment to using pure, clean ingredients of the highest quality. Our products are developed with an understanding of the oils’ natural properties, their chemistry, their subtle effect on mood and skin, and how scents work together in harmony.

Research continues to deepen what ancient traditions have long known: scent has a direct link to emotion and memory. The receptors in our nose connect to the limbic system, the part of the brain that governs emotion and memory. Inhaling aromatic molecules can influence this system, supporting the mind and emotions. When absorbed through the skin, essential oils interact with the body’s natural processes, supporting the body in releasing tension and easing into rest through scent and touch.

Essential oils are naturally strong. When blended with care, their power becomes gentle and supportive. Aromatherapy allows care to be experienced through the senses, through scent, touch, and breath.

Our Commitment and Formulation

We work with nature not as symbol but as source. Ingredients are either certified organic, wild-harvested, or derived from natural components of essential oils. Each is sourced from growers who share our respect for purity and process. These sourcing details are shown on our product cards and website, marked with * for certified organic, ** for natural components of essential oils, and *** for wild-harvested ingredients.

We avoid synthetic fragrance, silicones, parabens, and preservatives that compromise the body or the environment. Each ingredient is chosen for its purity, safety, and compatibility with the skin. While all materials are of natural origin, essential oils remain highly concentrated and should be used mindfully to prevent environmental impact.

Products are formulated and bottled by hand in small quantities to ensure quality, stability, and freshness. Working in small batches allows close attention to each step of blending, preserving the integrity of sensitive natural materials and maintaining their natural balance.

We use violet glass to protect our formulations from light exposure. Unlike clear or amber glass, violet glass filters harmful UV rays while allowing beneficial infrared and violet light to pass through. This slows oxidation and helps preserve the natural vitality, scent, and colour of the ingredients inside, extending both their potency and shelf life without the need for synthetic preservatives. The stability of each product is achieved through the balanced blending of oils and hydrosols, supported by mindful storage and small-batch freshness.

Our formulations are tested for stability, safety, and sensory quality before release. Our approach considers not only how ingredients interact with the skin, but also what returns to the earth.

Our formulations combine essential oils with carrier oils and plant hydrosols chosen for their purity and effect. Each ingredient contributes to the whole in harmony of scent, texture, and therapeutic quality. This approach honours the skin as a living organ of perception, where the body receives care and natural processes of renewal are supported.

Purity in formulation is both our principle and our practice, guided by respect for nature, craft, and the body’s innate intelligence.

At Śuci Wellbeing, skincare is our beginning, but it does not end here. Our philosophy extends into the realms of sound and scent, where the traditional practice of sound healing meets the refined formulation of aromatherapy to nurture wellbeing.

Śuci Sound and Scent is a guided sensory experience. It brings together sound and scent to create a space where the body can soften and the nervous system can begin to settle.

Each session is shaped through attunement. Sound is selected for its resonance and rhythm, using instruments known to support the parasympathetic nervous system, the body’s natural state of rest and repair.

Scent works in harmony, formulated in-house to engage breath, skin, and awareness.

Śuci Sound and Scent invites you into presence through what can be felt. A space to soften, to sense, and to be.

See actual dates of our next Suci Sound and Scent via Eventbrite

 

We bring a deeper level of experience through scent, formulated with our incense and essential oil blends. A collaboration with Śuci Wellbeing can add a subtle, refined layer to your event or space.

Contact us at orders@suciwellbeing.com