How Nur Naturals Is Re-framing Beauty for Multicultural Families

When we talk about self-care in multicultural families, we often talk about balance. The ability to blend ancient traditions with modern living and honoring the wisdom of our elders while navigating today’s fast-paced world.

For Huma Farook-Lyons, M.S. Ed., founder and CEO of Nur Naturals, that balance began right in her own kitchen.

 A Mother’s Love Turned Legacy

In 2017, Huma became a mother for the first time to her daughter, Nafisa Nur, who is Black and Indian. Like so many moms, she searched endlessly for clean, plant-based skincare she could trust —something safe enough for baby skin and luxurious enough for grown-ups.  But the more she looked, the more disappointed she became. Even products labeled “natural” were filled with chemicals she couldn’t pronounce.

So, Huma decided to go back to her roots, both literally and figuratively. Drawing on her experiences as an educator, farmer, and investor, she began researching natural ingredients, studying their properties, and experimenting with formulas in her kitchen until she created her first whipped body butter for baby Nafisa.

It was simple. Pure. Healing. And it worked!

When Community Calls, You Answer

What began as a mother’s mission soon became a community movement. Friends noticed Huma’s glowing skin and started asking for samples. Then came the requests for more: body butters, oils, cleansers, serums, and scrubs, eczema eraser products all handmade, plant-based, and rooted in love—word spread. Orders came in. And by the summer of 2021, Nur Naturals had outgrown the kitchen.

That’s when Huma opened The Nur Naturals Boutique in Hammond, Indiana—a warm, welcoming space designed to celebrate community, culture, and connection.  The boutique’s centerpiece? A custom fragrance bar, where customers can create their own scent stories; blending notes that remind them of home, heritage, and self-expression.

Where Culture Meets Clean Beauty

For multicultural families, beauty is more than skin deep. It’s the oils our grandmothers used. The homemade masks were passed down through generations. The idea that nature already provides everything we need, and we just have to return to it.

Nur Naturals captures that spirit. Each product — from the signature whipped body butter to hair-growth oil and nourishing facial oils — honors global traditions while leveraging modern science to enhance their benefits.  It’s luxury that feels familiar, and wellness that welcomes everyone.

Celebrating Four Years & Many More to Come

In July 2023, Nur Naturals celebrated its second year in business, a milestone that speaks not just to success but to resilience, representation, and purpose.  What started as a mother’s hope for her child has become a brand that reflects the values of multicultural families everywhere: authenticity, integrity, and love.

Experience the Glow

Whether you’re a new parent seeking gentle products for your baby, or simply someone who believes your skincare should honor both your body and your roots, Nur Naturals has something for you.

Explore their collection at Nur Naturals.com! Get FREE Shipping on orders over $75. Rest, reset, and ENJOY the beauty of all things plant-based!

Visit the Nur Naturals Boutique in Hammond, Indiana, to create your own custom fragrance. And find them on Instagram @nur_naturals.com! Because when we care for our skin naturally, we’re not just nourishing ourselves, we’re honoring the cultures, stories, and love that made us. 

What did you think about Huma’s story from mom, educator, farmer, investor, to founder? 

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