Mom inspired by having her first child to start new company based in Toronto

Before tons of people started making and selling high end hand sanitizer during the pandemic, a new mom came up with her own sanitizer brand due to another type of life-altering event: the birth of her first child.

Paume is the brainchild of Amy Welsman, who had her first child in 2019 and was inspired by the event in an unexpected way. A year before hand sanitizer would become everyone’s obsession, it was already a way of life in her home.

“Suddenly, hand sanitizer became a constant in our home, and I was shocked at how harsh and unpleasant most products were…chemically scented, drying, and wastefully packaged,” Welsman tells YourCityWithIN.com.

“I wanted something I’d feel good about using every day, something safe, beautiful, and nourishing for my skin. That desire evolved into our first product, the moisturizing antibacterial hand gel, and ultimately, a full line of specially formulated skincare for hands.”

Paume translates to “palm” in French, but the choice of name for her brand extends way beyond the literal meaning for Welsman.

“It evokes a sense of gentleness and care,” says Welsman. “It felt like the perfect name for a brand centered on hands, especially since our philosophy is rooted in treating the everyday act of hand care as a moment of ritual and intention.”

Paume products have clean ingredients, a signature gender-neutral scent and softly minimalist packaging that you don’t mind seeing left out on a vanity or counter.

“I’ve always been passionate about creating products that are not only functional but also beautifully designed and thoughtfully created, something that fits naturally into people’s lives,” says Welsman.

Her background experience working for top intimate wear brand Knix taught Welsman a lot about how to care for and support the most sensitive parts of the human body through a brand people can really trust and connect with.

“That background helped me bring a more educated approach to building Paume and facing the inevitable trials and tribulations of an early stage business,” says Welsman.

“I felt so strongly about the concept and the opportunity to innovate in a category that had been largely overlooked. Starting a company while raising a newborn wasn’t exactly the path of least resistance, but it was what I had to do to bring my idea to life at the time.”

However, bringing her idea to life was Welsman’s passion, and she did everything she had to in order to make it work.

“Like many founders, I launched Paume with a clear vision, but limited resources. I navigated the challenges of developing high-quality formulas, sourcing sustainable packaging, and building a brand, all during a global pandemic and with a newborn at home,” says Welsman.

“Supply chain issues and delays were real hurdles early on, but we leaned into transparency with our community and focused on building strong, long-term supplier relationships. It taught me the value of patience, adaptability, and clear communication.”

It’s all been worth it, though, as Paume has become the recipient of the Marie Claire Beauty Game Changer Award and two Women’s Health Beauty awards.

“What means the most is the love from our customers,” says Welsman. “New parents, beauty lovers, healthcare professionals, and celebrity nail artists, who’ve all made Paume part of their everyday rituals.”

They now sell out of their moisturizing antibacterial hand gel on the regular, and they’ve also been selling out of their renewing hand serum as well as their overnight hand and foot hydration mask.

“Recently, our skincare has also begun to develop a cult following,” says Welsman. “We’re just getting started. Our mission is to continue expanding the definition of hand care and explore other moments of personal care that are often overlooked.”