[Founder's note] Why I Wanted Wellness to Feel Effortless

By Sim Khullar, Founder of Efpy Beauty

When Wellness Started Feeling Like Work

There was a time when my mornings were full of wellness rituals - vitamins, meditation, green juices... I loved the idea of self-care, but in practice, it started to feel like another job.

Somewhere between doing everything “right” and still feeling constantly behind, I realized something important: wellness had become work.

The Moment That Changed My Thinking

I wanted to feel better without adding another task to my day. I wanted wellness to feel like support, not a should.

The truth is, most of us don’t need grand overhauls or rigid routines. We need tiny, consistent nudges that fit into the chaos of real life - the 3 p.m. energy dips, the anxious mornings, the moments before a big meeting when our brains are doing cardio.

That’s when the idea for Efpy began to form.
What if wellness could live inside something we already do - something small, familiar, and comforting?

Where Beauty Meets Function

Lip balm felt like the perfect canvas. It’s personal, portable, and part of everyone’s day already.

The simple act of applying it carries a sense of comfort and rhythm. If that same swipe could also micro-dose actives like Vitamins, L-Theanine, or Green Coffee, we could transform an ordinary moment into a quiet, powerful one.

Not a supplement. Not another step. Just… a swipe.

Making Wellness Effortless

To me, “effortless” doesn’t mean doing nothing - it means doing less, but doing it with intention.

I built Efpy for women like me - ambitious, multitasking, often running on 12 tabs at once - who don’t have time to slow down but still crave balance.

Wellness shouldn’t demand discipline. It should meet you where you are - in the carpool line, between meetings, during that deep breath before you walk into a room.

A New Kind of Ritual

Every swipe of Efpy is a small reminder that support doesn’t have to be complicated.

Here’s to making wellness simple, to finding calm in chaos, and to letting small things count for more than we give them credit for.

Click. Swipe. Breathe.

Here's to the Full Potential within each of us!

 

 

 

 

 

Sim