Ep 392 | Yasmin Nouri and Kaya Purohit

Written By Yasmin Nouri

Behind the Scenes: How We Built Beeya From Scratch - Testing, Self-Funding, and Growing the Brand

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Today I’m sharing the conversation my co-founder Kaya and I had on Be Well by Kelly, our dear friend Kelly LeVeque’s show. Since Kelly is a nutritionist, bestselling author, and founder herself, it was fun to have her turn the questions on us.

I wanted to share this conversation here because we really get into what it actually looks like to build a business from the beginning. 

We get into questions like: How do you take an idea and make it real when you have no experience creating the product? How do you know if anyone even wants it? When do you hire? Where do you spend your money when you're self-funded? And what do you do when the thing that helped you grow in the beginning stops working?

Kaya and I share how we tested our first product, which was inspired by seed cycling, a simple food-based approach that had made such a big difference in my own PMS. I was literally grinding seeds in my apartment and sending them to women before we ever found a manufacturer.

We also get into how we built the company through content before we had much of a business, why we've chosen to stay self-funded, some of the very unglamorous moments that told us it was finally time to ask for help, and the science and personal story behind why Beeya exists in the first place.

So if you're thinking about starting something, or you're already in the messy middle of building it, I think you'll get a lot out of this conversation.

Show Notes:

  • How Yasmin’s experience with painful periods and birth control inspired Beeya. [02:10]

  • How seed cycling helped improve Yasmin’s period symptoms. [04:14]

  • Why women deserve more education and options for supporting their menstrual health. [05:19]

  • How Yasmin and Kaya turned a homemade seed-cycling routine into Beeya. [06:36]

  • What healthy periods look like—and which symptoms may signal an underlying issue. [09:21]

  • How seed cycling uses different seeds during each half of the menstrual cycle. [13:19]

  • The benefits of flax, pumpkin, sesame, and sunflower seeds. [13:58]

  • What Beeya’s Citrus Labs trial found about seed cycling and common PMS symptoms. [16:29]

  • What to know about seeds, anti-nutrients, and individual gut-health needs. [19:27]

  • How Beeya makes seed cycling easier with freshly ground seeds and simple daily routines. [22:43]

  • The challenges of building and growing a self-funded wellness brand. [28:13]

  • Learning to delegate, build a team, and ask for support as the business grows. [31:33]

  • How Yasmin and Kaya balance entrepreneurship, motherhood, and personal wellbeing. [38:41]

  • How motherhood shaped Beeya’s mission to empower women and girls. [41:03]

  • Building trust through founder-led content, education, and authentic connection. [48:11]

  • Why balanced meals, nourishment, and nervous system support are foundational to wellness. [49:26]

  • Moving away from restrictive wellness trends and embracing a more realistic approach. [49:59]

  • Why wellness should support your life—not become another source of stress. [51:41]

  • Beeya’s vision for supporting women through every stage of hormonal health. [52:47]

This episode is brought to you by Beeya:

  • If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.

  • Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10

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Yasmin Nouri
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Ep 391 | Lauren Kleinman