About the brand
Paume was born in the anxious early days of new parenthood, when founder Amy Welsman brought her daughter home and reached for hand sanitizer — then winced at what existed. The Toronto brand, launched in 2021, reimagined hand care as something effective, nourishing and elegant rather than harsh, clinical and wastefully packaged. Its Moisturizing Antibacterial Hand Gel treats the hands that nurture, create and connect us to the world as deserving of real care. Paume has spent five years building a considered product line around that insight, earning a devoted following for a category it essentially invented. It elevated the most utilitarian product in the house into an object of design. In Paume's hands, hygiene became a ritual worth keeping.
