About Us

Rooted in Nature, Backed by Science Haircare.

Read the Luminoso Bloom story below, as told by our founder and practicing Registered Nurse, Joanna Flores.

The Story

Hi! I'm Joanna, a Registered Nurse living in Phoenix, Arizona. I have a passion for science, nature, and holistic wellness. My holistic wellness journey began when my parents would serve me a hot cup of freshly picked peppermint tea from the garden to treat stomach pains and nausea. Grandma knew the health-promoting properties of tea and taught my mother the importance of growing herbs. Although it was difficult to grow a variety of herbs in a hot climate like Arizona, we still made herbal tea a staple at home by sourcing quality herbs.

                                              

Grandma lovingly grew her tea herbs in repurposed, painted tractor tires, bringing a splash of color and warmth to her garden.

 

Growing up, I enjoyed figuring out the "whys" of many things and would turn to science to understand them. I knew the healing properties Earth provides, so whenever a problem arose, I would look into a holistic approach first, before incorporating Western medicine.

 

Living in Arizona, my hair not only faced heat from styling tools but also the intense UV impacts and dry environmental air. I learned to incorporate moisture-savvy methods and reduce oxidative stress with oils like argan and almond. This allowed me to continue styling my hair with heat without ending up with a "tumbleweed of hair" after a day in the sun.

 

Alongside my passion for science, nature, and holistic wellness, I’ve always been dedicated to comprehensive self-care—mind, body, and soul. I started my medical journey in pharmacy school due to my love for the cultivation of plants used as drugs and the synthesis of chemical compounds. However, my soul craved more—I wanted to help others directly, so I went into nursing.

 

As a practicing nurse, I noticed a receding hairline and alopecia on my own scalp within my first year. I was in my 20s and refused to let life’s stressors impact my hair health, which led me to delve deeper into hair and scalp care. Using evidence-based research, I incorporated the best carrier and essential oils into my regimen. The improvement in my hair health was remarkable—my hair grew rapidly, and baby hairs appeared in areas I hadn’t seen in years. The transformation was so significant that people began asking for my secrets and how I could help with their hair and scalp concerns.

 

 

 

I’ve bottled up my secrets to share with anyone on a hair journey or seeking to maintain hair health—just as we care for our skin, health, mind, soul, and body. Too often, hair and scalp health go overlooked until it’s too late to reverse the damage. Prevention and care are key. My goal is to empower you to take ownership of your hair health so you can feel your best every day.