William Wulff-Hansen

- Founder of Lumière
My name is William, and I founded Lumière in Denmark in 2025.

But the story behind it started long before that.

For more than eight years, I struggled with my own skin. I went through countless skincare routines, multiple rounds of antibiotics and eventually isotretinoin, only to find myself searching for answers again when my acne returned.

At the same time, I spent several years working in food & beverage, including at JOE & THE JUICE, while living in Copenhagen and Amsterdam and travelling extensively. Being surrounded by food, people and healthier choices every day made me increasingly curious about what we put into our bodies, and how much our everyday habits can influence the way we feel.

Eventually, those two parts of my life came together.

I started reading about nutrition, the gut, the microbiome, sleep, stress and the relationship between our internal health and what we see on the outside.

Not because I was planning to start a company.

I was trying to understand myself.

And the deeper I went, the more frustrated I became with the wellness industry. Too many products felt built around trends, endless ingredient lists and promises I didn't trust. I didn't want another product to take simply because someone told me I should.

I wanted something thoughtful. Something I understood. And something I would genuinely want to make part of my own routine.

So on October 20, 2025, I founded Lumière.

What started with my own search for answers has since grown into something much bigger. Today, we're developing products across gut health, skin, sleep and performance, working with specialists and partners across Europe and beyond.

But the principle hasn't changed.

Every product should have a reason to exist. Every ingredient should have a reason to be there. And every formula should be something I would genuinely use myself.

I'm still learning. We're still improving. And I'm building much of Lumière openly, sharing the development, decisions, mistakes and milestones along the way.

Because I don't want Lumière to feel like a faceless wellness company.

There's a real story behind it. A real person behind it. And we're only getting started.

— William