CL: Looni was born from your personal journey with menstrual pain—what moment made you realize this needed to become a brand?

Chelsea: Looni was born from a long and colorful journey of healing—a true culmination of mine and my co-founder Tatiana’s experiences with our cycle, my endometriosis, and ultimately, my passions.

But if there was one defining aha moment, it was realizing that every conventional solution I’d been offered—surgery, synthetic hormones, antibiotics, painkillers—had ultimately failed me.

By becoming my own best advocate and committing deeply to feeling well again, I found tremendous relief from the pain. I cleared my skin naturally and discovered the profound power of botanicals, the healing force of community, and a range of transformative tools: nutrition, acupuncture, mindfulness, cycle syncing, trauma work, and more.

That’s when it became clear to me: women are entering puberty with a profound deficit in body knowledge—particularly when it comes to our hormones—and that needs to change. Body literacy can be taught—and it should be. That truth became the heartbeat of Looni.

CL: How did your experience with epilepsy and hormonal health shape the vision for Looni?

Chelsea: My endometriosis journey taught me that healing isn’t linear and that there’s no one-size-fits-all solution. True healing must be holistic—focused on root causes, not just symptoms, as is so often the case in Western medicine.

My experience with epilepsy laid the foundation for my deep respect for plant medicine and nature’s ability to work in harmony with our bodies to restore balance. I’ve been seizure-free for almost a decade thanks to phytocannabinoids—molecules derived from the cannabis plant—which profoundly shaped my belief in the body’s innate capacity to heal when supported in the right way.

These two journeys deeply informed the vision for Looni: a brand rooted in body literacy, natural support, and a radically integrative approach to hormonal health.

CL: Looni’s supplements are plant-derived and developed with board-certified physicians. Can you walk us through that collaboration process?

Chelsea: From the beginning, we knew we didn’t want to create formulas based on buzzy ingredient trends—or rely solely on personal experience. So we started by conducting extensive consumer research, which revealed something surprising: while we assumed menstrual pain would be the most prevalent concern, the overwhelming pain point shared by hundreds of women was actually low mood.

That insight helped shape our direction. Our goal was to blend evidence-based medicine with holistic, integrative care—which meant collaborating with a diverse group of medical experts. We worked closely with board-certified OB-GYNs, including one who also held certification in integrative medicine (a rare and powerful combination), a reproductive-focused functional medicine practitioner, and a female urologist.

We wanted to approach hormonal health from multiple angles—to reflect the complexity of our bodies and experiences. That multidisciplinary lens became foundational to how we formulated our supplement and how we continue to build the Looni product line.

Our hormonal support supplement Balance Beam—reflects the strength of clinical insight, integrative wisdom, and a deep commitment to supporting hormonal health with integrity.

CL: Looni was created with menstrual and hormonal health in mind—but do you see it also offering support for people navigating perimenopause?

Chelsea: While we don’t specifically market Balance Beam for menopause symptoms, we’ve seen many women in perimenopause using it and finding meaningful support. Several ingredients in the formula offer benefits that align with some of the common challenges during this transition. Ashwagandha, for example, is an adaptogen traditionally used to help the body manage stress and promote overall well-being, including better sleep quality. L-theanine, an amino acid derived from green tea, is known for supporting relaxation and calm without causing drowsiness, which can be incredibly helpful when navigating hormonal shifts. And 5-HTP, a precursor to serotonin, may help regulate mood and support more consistent sleep patterns. So while it wasn’t designed specifically for perimenopause, the formulation naturally supports many of the symptoms people experience during this time.

CL: I know Looni has an online community that benefits women at different stages of their hormonal life cycle. Can you tell us a little more about it?

Chelsea: Yes—I started the community after experiencing a long and painful struggle with fertility due to endometriosis, which resulted in multiple pregnancy losses and an ectopic pregnancy. While going through this incredibly challenging time, I felt a deep desire to connect with other women who understood what I was facing and could make me feel seen.

In a world where you can’t easily filter out endless baby announcement posts or targeted ads for baby products on social media, I saw the need for a dedicated space where women facing these challenges could truly support one another. and thus bring about healing. 

From there, this incredible community grew into a space with hundreds of women looking for support and a way to crowdsource information from others they trust. We now have dedicated groups for pregnancy and mums, those trying to conceive, pregnancy loss, and chronic conditions like endometriosis, PMDD, PCOS, and more.