A Raw & Honest Founders Story

Trigger warning — late pregnancy loss.
If you're pregnant or trying, feel free to save this for later. My heart is with everyone who's walked this road.

I've told the tidy version of this story a hundred times... "I started NOMO because I wanted safer products for my family." True... but not the whole truth.

At 15 weeks pregnant, we lost our baby. That loss is what built this brand.

Grief doesn't stay where you expect it to. Mine moved through shock, denial, anger — and somewhere underneath all of it, turned into something I didn't see coming. Severe health anxiety. I became convinced I was dying. Some undiagnosed disease, quietly running out my clock. I chased every test I could get — MRIs, scans, blood work, a 28-day heart monitor, specialist after specialist. Every result came back clear. I didn't believe a single one. I couldn't control what had happened to my baby, so my mind grabbed onto something it could control instead, my own body.

That same instinct for control found a new outlet - research, compulsive and constant. Every "safer" swap opened three new questions. For a while it felt like power - the one lever I could still pull. Eventually it became its own kind of exhausting.

I learned the difference the hard way: being informed and being consumed aren't the same thing. Somewhere in there I crossed from one into the other. Slowly and deliberately, I found my way. A healthy balance.

Finally, I fell pregnant with my daughter, Louie. Holding her gave me something the tests never could. Permission to just be here, in this world, with them, without guarding against everything.

That's the philosophy NOMO is built on. Not fear. Not perfection. A few things done well, so you can get on with your life.

My kids are the reason this brand exists in the shape it does. Not because I've got it all figured out. Because I know what it's like to come through real fear and find joy waiting on the other side.

Thanks for reading this far.

Sending hugs.

With love,
Sass x