Amy Welsman loves beautiful things. She’s always had a knack for interior design, an eye for art, and an appreciation for curation. 

When she became a mother for the first time in 2019, she was feeling rather stumped. Why couldn’t she find any baby products made with Mom in mind? Why did everything made for babies look like it was made for the baby to pick it out themselves? And why are we okay with unicorns, princesses and whatever other pattern of IP we’re force fed on infant products? 

“I just wanted an aesthetic that actually matched the rest of my home. Warm neutrals, and soothing earthy Pantones..” Says Welsman, now mother of 2 and founder of her design-minded mom approved company PAUME. 

“I didn’t mean to start a beauty company, I was just incredibly frustrated with the results of hand sanitizers that were icky, gooey, seemingly never drying and yet drying out my skin all at the same time. When I had my first daughter, my awareness of hand hygiene was in overdrive. I insisted anyone that was even near the baby use hand sanitizer and in my search for something better… I accidentally became a hand sanitizer connoisseur.”

Welsman has a product-minded brain and a history of success with consumer focused start-ups. She started her career in advertising and then was the first hire of famed entrepreneur Joanna Griffiths, founder of KNIX. Welsman spent her career surrounded by strong women, working moms, and marketing geniuses; and after experiencing the joy of an exit from her first big startup bet, she was ready to launch her own brand. 

She went on a product research spree, both because she needed a solution for herself and because she couldn’t believe that there wasn’t something like this already out there. Surely there were some mom-focused baby products made for nurseries. Someone has to have a hand sanitizer already developed with mom in mind. Right?

“I went on a hand sanitizer safari. I tried them all. The fancy ones, the medical grade ones, the trendy ones, the ones with all kinds of different scents. None of them spoke to me, not to mention they did not fit the aesthetic of my nursery. I had a colicky baby, so I was struggling for any sense of calm I could get, and there were many times I couldn’t even put her down because she would just SCREAM. Colicky baby moms totally know what I’m talking about.

Hand sanitizer became a serious necessity for me, and I was growing increasingly unsatisfied with the toll it was taken on my hands. That’s when the idea for Paume was born. I really just wanted to create something better for my own nursery — a plant based, aromatherapy experience with the efficacy of medical grade hand sanitizer, in something that didn’t make my eyes burn and was easy enough to use an elbow to dispense while doing a diaper change.”

And she did just that. A solution for her own nursery has turned into a cult classic for millennials mamas everywhere. The chic, sleek design is instantly recognizable in nursery posts, and her fandom has expanded far beyond new moms to luxury-loving ladies and gentlemen who swear by her hand sanitizer for keeping clean, calm and cool on the go.

The refillable pump, hand sanitizer bottle, and recently introduced mini bottle have all been meticulously designed to feel like interior design decor, and fashion accessories respectively. 

“I was really inspired by the design of the Sonos speaker, and the idea of a soft, neutral pump that could double as diaper table decor. Call me crazy, but with the amount of time I spent in that nursery, I needed it to look good. To look and feel like a space I actually wanted to exist in. 

In terms of the on-the-go bottles, I was never one to have a traditional looking diaper bag, and so I wanted to up the aesthetic of my accessories the same way. The vegan-leather Voyager Case has become a must have accessory for luxury lovers on the go. It’s beyond a fan favourite at this point, this thing has its own fan club.” 

Thousands of moms and moms-to-be have raved about the incredible convenience, the spa-like experience, the thoughtful and beautiful packaging, the meticulously crafted product, the lasting softness and the heavenly scent. One reviewer noted “if you’re an expecting mama, it is expected you’ll have Paume in your nursery. It’s a must have for aesthetics and efficacy. Takes you from feeling like a hot mess to a cool girl in one pump.” 

Find out why the new parent bundle is one of the hottest new-mom gifts on the internet this year…