Hi there, I'm Clara - the human behind The Aruem. It's so nice to meet you.
The Aruem is a blend of two significant ideas—the Indonesian word Harum, meaning beautiful fragrance, and the Japanese word Arumi, meaning kindness. Each carries special ties to my background and self-love journey. Blended together, the two words became Aruem, meaning a fragrant heart.
My vision through bringing these two words together was to emphasize the importance of being kind and to encourage others to find beauty in its purest form, which begins from within. Because a kind heart has a beautiful fragrance—regardless of race, age or appearance.
Our collection of sustainable, botanical perfumes serve as a gentle invitation to look within - a daily mindful ritual. Each skin-nourishing perfume is intentionally designed to encourage a moment of calm, even on your busiest days. With full transparency and nothing to hide, our perfumes are formulated using certified organic plant materials which are good for you and good for the planet.
Join me in a journey of self, and let's blossom into the best versions of ourselves.