Hello I’m Xing, founder of Neuma, an oriental natural therapy lifestyle brand.
I was born and raised in China and currently live in Spain. The creation of Neuma stems from my self-awakening journey that started 3 years ago. In my spiritual exploration I studied Eastern philosophy, Buddhism and formed a ritual - practicing calligraphy for at least one hour every day while an incense stick burned, even during my busiest days. This quiet time helped me shut out the hustle and bustle of the world, also noises in my mind. To write well, I found that I needed to concentrate on each stroke, bringing me firmly into the present moment.
Gradually, I became more conscious about every aspect of my life and my surroundings. This conscious awareness became a transformative power in my life.
I started to see things change, getting better at dealing with whatever came my way at work. Things really took off - I tripled the business revenue in just a year, and ended up being the best strategy consultant and series record-breaker at my previous company.
I lost 4kg in 2 months without doing sports, only through mindful eating.
I even achieved a band 7.5 in IELTS and a band 9 in listening - results I credit to a clear mind through meditation at the exam center.
These are just a few examples of my self-transformation in just 2 years.
This triggered a strong desire to create my own brand, with the aim of inspiring and supporting others to also live a mindful lifestyle - just beginning with small rituals.
Thus, Neuma was born - a lifestyle brand that embodies the living philosophies and arts of both the East and the West.
The term "Neuma" is derived from ancient Greek word "Pneuma", meaning "breath", as well as "spirit," "soul," and "vitality". Aristotle believed that the inner pneuma is the origin of the soul. Interestingly, this concept aligns remarkably with the ancient and mysterious Chinese cultural concept of “Qi” , which is fundamental in Chinese culture. Could one imagine that thousands of years ago, Eastern and Western philosophies converged on this point?
'Qi Monism' and 'Qi has Yin Yang and Five Elements' embody the Chinese ancients' simplistic cosmology and naturalism, showcasing their reverence for the rules of the universe. Qi is the vital energy for all beings. Both the Tao Te Ching and traditional Chinese medicine (below refers to TCM) emphasize the adherence to the movement and balance of natural energy as the essence of life and health. In the TCM theory, it’s perceived that natural herbs have four attributes and five flavors, all embody healing energy from nature. This becomes part of our theoretical foundation for Chinese incense and eastern aromatherapy.
However, Chinese incense not only has health benefits, but also has rich cultural heritages that accumulated in more than 5000 years of history. That’s why we try the best to incorporate the eastern arts into the product design in every aspect.
From the inspirations stories of each aroma, the natural plants carry cultural significance on top of the package, the black and white color system representing Yin Yang balance, to the creative adoption of mortise and tenon structure from traditional Chinese wooden architecture.
Every single detail has been designed intentionally and carefully to make your daily rituals simpler, more elegant, and genuinely enjoyable.
We wish you breathe consciously in the pure herbal fragrance as if breathing in the middle of nature, creating moments where you can really connect with yourself every day.
