How It Started
Lajendo was born in Gothenburg in 2020, sparked by my own health journey. After being diagnosed with severe cervical dysplasia, I was surprised - and saddened - by how little psychological support or holistic health guidance was available for women navigating similar experiences. The way it was presented, almost normalized, left me with a deep desire to create something for women, by women - focused on wellness, education, and empowerment.
After extensive research, endless conversations with manufacturers, and carefully curating the vision for Lajendo, I finally took the leap in February 2024. It was during a girls' trip to Rome, surrounded by my closest friends, that I found the courage to make it real. Their support, inspiration, and unwavering belief in me helped me take that first step toward building what I had long envisioned.
The Lajendo Core
Lajendo is, at its heart, a female-oriented wellness community. Everything we do is rooted in this core belief.
My inspiration for blending community with wellness came from my five years living in Los Angeles. There, wellness isn’t just a trend, a diet, an exercise routine, or stylish activewear - it’s a way of life. It’s about connection, awareness, and embracing wellness in all aspects of living, being, and doing.
So why start with underwear? Because one of the most remarkable aspects of being a woman is the complexity of our bodies - our cycles, our hormones, our ability to create life, and the depth of our sensory experiences. We wear something on one of the most sacred parts of our bodies every day, yet we rarely stop to consider the impact. I knew this had to be Lajendo’s starting point - the intersection of lifestyle and education, where together, we can create real change.