NoomaLooma, a new wellness platform centered on everyday creativity and play, today announced limited early access on the App Store — an intentional first step in building a cultural movement alongside the people who feel it coming.
The company is entering a timely white space — one being shaped in real time by a generation that has grown fluent in terms like “brain rot” and is actively searching for an off-ramp from passive, algorithm-driven consumption. Where most wellness products have doubled down on optimization — sleep scores, HRV tracking, productivity stacks — NoomaLooma is taking the opposite bet: that what people actually need is moments of creativity and play, not efficiency.
“Play isn’t something you earn after you’ve been productive enough,” said Piera Gelardi, co-founder and CEO. “It’s the thing that makes you feel alive. We built NoomaLooma because we believe that belongs in everyone’s day — not just artists, not just kids. Everyone.”
The core product is a suite of micro-exercises — brief, neuroscience-informed prompts designed to activate creative thinking, curiosity, and self-expression in the flow of daily life. The philosophy is anchored in what the founders call “little c” creativity: the everyday kind that doesn’t require talent or training, only willingness. The first launch is only a sliver of the vision—NoomaLooma is inviting early believers to co-create what comes next, building a movement where play isn’t a reward, but a practice.
NoomaLooma is inviting its first wave of users not as consumers, but as co-creators and play catalysts — people who sense the cultural shift and want to be part of defining what comes next. The company plans to build openly with this community, sharing its thinking on play, neuroscience, and the emerging category it believes is forming around active restoration.
“We’re not building another tool to make you perform better,” said Lakshmi, co-founder and CPO. “We’re building a practice that helps you feel more like yourself — and we want our earliest believers to shape the product with us.”
That philosophy finds its fullest expression in co-founder Piera Gelardi’s new book, The Playful Way — a cultural manifesto on reclaiming wonder, play, and everyday creativity that is arriving alongside the app as both provocation and invitation. Together, the book and the platform form two sides of the same argument: that play is not a reward for productivity, but the foundation of a life well-lived. The next frontier of wellness, NoomaLooma argues, won’t be optimized. It will be energizing, joyful, and alive.
Early access is now available on the App Store.
NoomaLooma is a creative wellness platform built on the belief that creativity, however tiny, is good for the brain. Through neuroscience-informed micro-exercises, NoomaLooma helps people develop a relationship with their own creativity and feel alive and joyful in the day — one small moment at a time. NoomaLooma was co-founded by Piera Gelardi, creative visionary and co-founder of Refinery29, and Lakshmi Narayanee Balasubramanian, a former big tech product executive and lifelong kindergartener. Their wildly different paths converged around one question: what does it look like when people are truly, joyfully alive? The answer was always the same. It looked like play. NoomaLooma is now open for limited early access on the App Store, inviting early believers to help shape a cultural movement from the ground up. For more information, visit www.noomalooma.com. Download the app from the App Store to get early access.
lakshmi@noomalooma.com
NoomaLooma
