Odalisque Magazine Interviews Louise Hjelmqvist – Co founder of MELA text Jahwanna Berglund images courtesy of MELA When two women found themselves navigating the often chaotic roller coaster of hormonal imbalance, they did not stop at finding a personal solution, they built one. Founded in 2023 by Louise Hjelmqvist and Rebecka Leirup, Mela was created with a mission to redefine the narrative around hormonal balance for women. The co-founders transformed their own experiences into a wellness brand built around a focused range of products: Hormone Support capsules, a Hormone Support multivitamin with added gut support, Hydrate Electrolytes, and Restore Triple Magnesium. The brand’s promise lies in science-backed formulations, Swedish manufacturing, and a subscription model designed for modern routines. We spoke with Louise about the story behind Mela, her perspective on women’s health, the changes she hopes to see in the wellness space, and what lies ahead. JB: Louise: tell us about that moment when you realised you wanted to build Mela. What were the signs/symptoms that led you into “hormonal health” territory?LH: For me, Mela began with my own body telling me something was wrong. I struggled with severe PMS for years, the kind that left me feeling depressed, anxious, and unlike myself for almost two weeks every month. It was incredibly isolating.I went to multiple healthcare providers, and the solutions I was offered were the usual ones: antidepressants, birth control. Both made things worse for me, not better. I felt like I was being treated as a set of symptoms rather than a whole person. It wasn’t until I explored a more holistic approach with nutrition, targeted supplements, lifestyle changes that things finally began to shift. For the first time, I felt a sense of balance and clarity, and I realized just how many women were going through the same thing without real support or guidance. That experience became the seed of Mela. JB: What did you each bring in terms of backgrounds, skills, passions that made this partnership possible? LH: I’ve spent over a decade in creative and marketing agencies, helping brands grow through storytelling and a deep understanding of their customers. My strength has always been in translating complexity into something relatable, something people can understand and feel. I’m passionate about creating brands that matter, and women’s hormonal health is the most meaningful challenge I’ve ever taken on.JB: How did you move from personal discovery into product development? Was there a first “prototype” or early version of the product range? LH: I had personally been taking many vitamins, minerals, and probiotics separately for a long time, because they genuinely helped my own health. At some point, I thought: Why isn’t there a simple, all-in-one product for women like me? Something high-quality, science-backed, and easy to take every day. That idea became the foundation of Mela, and our first product, Hormone Support. From there, we started working with Dr. Ehiphani Simmons, PhD, who joined us as a scientific advisor, helping ensure the formula was both effective and rooted in research. Before launching, we invited over 400 women to test the product for free in exchange for self-assessments. Women were reporting better energy, improved digestion, fewer PMS symptoms, and a sense of feeling more balanced. That was the moment we knew we had to move forward. JB: The wellness & supplements market is crowded, what sets Mela apart? LH: A three-pillar ecosystem: Products, Community, Education.Mela is not just supplements. It’s: Products designed for real effectiveness. Communities, like our “Wellness Wednesday” meetups, have become a “third home” for many women. Education, giving women knowledge to understand and navigate their hormonal health. Coming back to health isn’t just taking a supplement; if that were the case, no one would have issues. We aim to support the whole woman, not just her symptoms.JB: You list “scientifically formulated”, “premium ingredients”, “Swedish made” among your brand pillars. Can you walk us through how you selected your ingredients and your manufacturing partners? LH: Quality isn’t just a value for us, it’s a non-negotiable.We evaluated more than 20 manufacturers before choosing a Swedish partner who could uphold the safety, traceability, and purity standards we wanted. Ingredients are chosen based on clinical research, bioavailability, and relevance. JB: The visual identity and packaging feel very design-led. How important is aesthetics to your brand? LH: We believe aesthetics shape behavior. If something is calming, intentional, and beautiful, you’re more likely to make it part of your daily routine. We wanted Mela to feel like an object you choose to keep on your kitchen counter. Good design is also a form of self-care. 😉 JB: The wellness space is increasingly intersecting with sustainability, circular economy, clean beauty, etc. How does Mela engage with those trends? LH: We try our best to be as gentle on the planet as possible. We deliberately removed all outer packaging from our jars to cut unnecessary material waste. We minimize plastic wherever possible; you won’t find a single plastic wrapper in our shipments, and we’re actively working toward refill systems so that each glass jar can be reused again and again. We also work with Swedish manufacturing partners, which allows us to maintain strict production standards, ensure ethical working conditions, and reduce transportation emissions. JB: You focus on hormonal balance for women, do you see (or plan) offerings for men, or for more gender-neutral products? LH: Right now, our mission is very clear: to elevate women’s health. Women have been underserved and overlooked in this space for far too long, and we feel a strong responsibility to stay focused and go deep rather than broad. That said, some of our formulations are naturally universal, and we already have male customers who love products like Restore and Hydrate. We’re always listening and learning, but our priority is, and will continue to be, building a trusted ecosystem for women’s well-being. JB: As founders, how do you maintain your own balance?LH: I try to live in alignment with the principles we built Mela around.
