JUARA started in the bathroom of an apartment in Alphabet City, NYC, when Metta Murdaya introduced the idea of Jamu, an ancient Indonesian herbal healing tradition, to her friends and roommates. Tired of the grind of being aspiring, and professional women who lived on the verge of burn-out in pursuit of “success,” they decided it was time to take self-care back into their own hands. “We wanted something that would not only feel good and work well to take off the stress-induced ickiness and aging signs, but something that reminds us that our own wellness is important. We must never forget to always nourish and take care of ourselves, while tackling life responsibilities.” Pounds of crushed candlenuts, coffee, and turmeric concoctions later, mixed with entrepreneurial spirit and native expertise Jamu, the JUARA line was born.