the bae rituals lore

Welcome to Bae Rituals, the world I've spent the last few years pouring my heart into. Grab your matcha, play the Bae Rituals playlist, and settle in.

— with love, Janvi

Chapter One

burger bae

Burger Bae was never just about clothes. We wanted to create a little corner of the internet where being unapologetically yourself was the coolest thing you could be.

Turns out that belief didn't stay in the closet. It followed me into every room after, including the one where I dreamt of building a brand that brought together matcha and mental wellness.

Chapter Two

balance is the new green

Years before all this, I was 14 and battling clinical depression and anxiety, crying myself to sleep most nights, quietly believing nothing would ever change. Then a therapist gave me a reason to think otherwise.

That single hour became a TEDx talk, an MTV feature, a Shark Tank deal, and eventually, an actual mental health qualification.

Balance Is The New Green came out of a promise I made in that room to myself: if it saved me, I'd spend my life making it easier for someone else to find help too.

Chapter Three

somewhere in a matcha field

Every origin story needs a slightly unhinged detour. Mine took me to a matcha field.

Right before harvest, the tea bushes get shaded from the sun. So instead of spending their chlorophyll on photosynthesis, the leaves hoard it. That's the whole secret behind that illegal electric green, and the smooth, umami taste in a good matcha.

Watching those leaves hoard their green and glow from within, I realised I'd been doing the same thing with my own peace for years. I knew what I had to build.

Chapter Four

bae rituals

Two years of obsessive whisking later, I built the matcha brand I always wished existed. Colourful, playful, and a dopamine hit hiding inside an ordinary Tuesday.

My dog is the inspiration behind our mascot, Ash. The knots in our logo are inspired by mizuhiki, and together, they form the sparks of joy hidden throughout our world.

And underneath all the colours, the actual matcha has to earn its place. I spent years finding the best-quality matcha and flavours made from real fruits, along with pesticide-free farming, so that when you sit down with a cup, your feelings are the only thing left to pay attention to.

Chapter Five

you are APART OF THE LORE

Every time you choose to be present instead of rushing toward the next thing, you're creating a milestone in Bae Rituals.

Whether that's whisking a cup of matcha, journalling, doing your skincare when you're too tired too, or simply dressing up for the day.

Thank you for welcoming Bae Rituals into your home.

Welcome to the Baeverse, you're gonna love it!