Meet the Founder
Founded by Shae
Shae is a mum of two, psychologist, herbalism, chronic pain survivor, and lifelong lover of folklore, botanicals, and all things whimsy.
The brand was born during a season of exhaustion, overstimulation, and learning how to care for a body that could no longer survive on pushing through alone.
After years spent working in mental health, Shae noticed how often self-care was spoken about as another task to complete, rather than something that genuinely helped people feel safe, grounded, and connected to themselves again.
Petal & Pride became a response to that.
Inspired by herbal folklore, candlelit baths, sea salt rituals, woodland botanicals, and the quiet comfort of sensory experiences, the brand was created to bring softness back into everyday routines.
Not through perfection or performance, but through small rituals that help the body slowly exhale.
Every collection begins with a feeling and ends with a purpose.
Petal & Pride exists for anyone craving gentler ways to care for themselves.
It's for the whimsy and wild ones who need something a little slower, a little softer, and perhaps with a touch of magic woven in between.
We create sensory-safe self-care rituals for overstimulated minds, tired bodies, and people longing for softer ways to move through the world.
Meet your new favourite self-care rituals
Our products are intentionally formulated to support emotional wellbeing, skin nourishment, and nervous system rest through botanical ingredients, calming sensory experiences, and rituals that fit naturally into everyday life.