Canadian brand takes skincare principles and applies them t…


Paume, whose celebrity fans include Adele and Lady Gaga, aims to “illuminate the importance of a daily skincare routine for your hands.”

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Becoming a parent changed the way Amy Welsman viewed the health of her hands.

“Being a new parent myself really heightened my own awareness of germs,” the Toronto-based entrepreneur recalls. That increased awareness prompted Welsman to create Paume, a brand that launched in 2019 with a Moisturizing Antibacterial Hand Gel.

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The pandemic kicked the interest in the Canadian brand into high gear thanks to consumers who were looking for hand sanitizer that would care for their skin. Earning celebrity fans such as Adele and Lady Gaga, the brand has since expanded to include a broader lineup of “luxury hand care” products. We caught up with Welsman to learn more.

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Q: For those who aren’t familiar, what is Paume?

A: Paume, meaning “palm of the hand” in French, is a Canadian, female-founded brand that creates targeted skincare and luxurious tools for your hands. Our hands are our most exposed body part other than our faces, constantly exposed to UV, wind, chemicals, extreme temperatures, water, harsh cleaning agents, and germs and bacteria. Surprisingly, they are often neglected from our daily body care routine.

Paume’s mission is to not only illuminate the importance of a daily skincare routine for your hands, but also to create targeted, luxurious, sustainable and effective solutions. The Paume system now includes the award-winning Moisturizing Antibacterial Hand Gel, Exfoliating Hand Cleanser, Probiotic Hand Balm, The Renewing Hand Serum and the All-in-One Cuticle and Nail Cream, alongside the Hand & Nail Brush and Overnight Gloves.

Together, these specially targeted formulas and tools work to clean, sanitize, exfoliate, nourish and hydrate hands, as well as strengthen and repair nails, and prevent and diminish the signs of aging in the hands (like brown spots, fine lines, and loss of tone).

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Each formula features Paume’s signature blend of five essential oils, providing notes of crisp lemon, energizing orange, herbaceous rosemary, comforting lavender, and aromatic cedar. Every product is carefully formulated to be vegan, cruelty-free, as well as free from synthetic fragrances, parabens, silicones, sulfates, and phthalates.

Q: What makes it unique?

A: Paume is no stranger to standing out in a crowd. In 2021, it launched with its first hero product, the award-winning Antibacterial Hand Gel, inspired by my early experience of motherhood before the pandemic, but had a new urgency during that time. Paume launched into the crowded hand sanitizer category that was oversaturated to meet the demand of the pandemic. We took a unique and elevated approach to hand sanitizer, which made the product an instant hit and also garnered awards, media attention, fervently loyal customers and even some celebrity fans, like Adele, Lady Gaga and Jessie J.

Paume products.
Paume products. Paume

Q: Who is the target customer?

A: Paume believes that every person should be caring for their hands. A simple daily hand-care routine can prevent and reduce the signs of aging, the spread of diseases, dryness and irritation, and keep your hands feeling great. The company has had lots of early success with its sanitizer product in the large but targeted niche of new mothers looking for safe, convenient, and aesthetic hand sanitizer they can use to care for themselves and their families. With the skincare for hands products, Paume’s target customer is men and women who prioritize self-care and taking care of their bodies, who seek clean, premium and efficacious skincare for their hands to prevent the early signs of aging.

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Q: Is there a “hero” product in the line?

A: The Moisturizing Antibacterial Hand Gel remains our hero product, growing significantly and bucking a broader market trend. Sanitizing our hands is part of our new daily routine, and people are looking for more elevated products – ones that not only kill germs, but offer added benefits for their skin, that make them feel good, and that are sustainable.

Q: What is the price range for your products?

A: $16-$54.

Q: And where can people check them out?

A: The best place to purchase Paume is on our website, Mypaume.ca and the full list of Canadian retailers can be found here.


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