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Honest ingredients
Real botanicals, brewed and steeped. Never flavored with a spray. If you can't pronounce it, it's not on the label.
We started LUMA because every functional drink we tried either tasted like a vitamin or cost $9. We wanted a daily drink — not a supplement, not a splurge. Something with real botanicals you could actually taste, sweetened just enough, that felt like a conscious choice without feeling like a sacrifice.
The first six months were 400 batches in a shared kitchen, 80% of them bad. The yuzu-matcha that eventually became Focus started life as a coffee replacement and tasted, at one point, like wet paper. We kept going because every once in a while we got a sip that made us stop and say yeah, that's it.
"The test was simple — would we want to drink this every afternoon for a year? If the answer was maybe, we threw it out."
We launched with six flavors because six is enough. Every SKU has a reason for existing. None of them are filler. If we ever release a seventh, it'll be because there's a daily moment we haven't covered yet — not because the shelf demands it.