Building from Experience

Camilla Schram grew up with a strong emphasis on calm, cleanliness, and consistency. Those values have stayed with her throughout her life and continue to shape HUMDAKIN today. Working in private homes gave her a unique insight into what really works in everyday life. She saw a need for products that were effective, responsibly made, and beautiful enough to be left on display. For Camilla, design has never been just about aesthetics - it's about behaviour. That simple observation became one of HUMDAKIN's defining principles: creating products that naturally become part of everyday life.

Where Beauty Meets Function

At HUMDAKIN, aesthetics and functionality are never seen as opposites. For Camilla, beautiful design is functional design. It isn't about how something looks - it's about how it fits naturally into everyday life. From the very beginning, she wanted to create products that were effective enough to rely on and beautiful enough to leave on display. Rather than being tucked away under the kitchen sink, HUMDAKIN's products are designed to become a natural part of the home. "When they're visible and within easy reach, they're more likely to be used, making everyday care feel effortless rather than overwhelming." It's a philosophy rooted in the belief that good design can shape better habits.

Caring for What We Already Own

For Camilla, it's all about maintenance rather than replacement. Too often, we wash our clothes more frequently and more intensely than they actually need. "When it comes to textile care, it's often the small choices that make the biggest difference - using the right products, the correct dosage, and treating our clothes with a little more care." This way of thinking was one of the reasons she wanted to develop HUMDAKIN's laundry collection. The concentrated formulas require less product, take up less space, and still deliver high performance.

"For me, innovation isn't about creating more - it's about creating smarter solutions." And then there's scent. "Scent is one of the most emotional senses we have. It creates memories, a sense of wellbeing, and the feeling of home." For Camilla, fragrance is more than just a detail – it's an important part of the experience of clean laundry and a clean home. By taking better care of the things we already own, we not only extend the life of our textiles but also the joy of using them.

Staying True to Your Values

Camilla hopes her story inspires other women to trust their own experience and intuition. "Many people think you need to have the perfect plan from the very beginning, but HUMDAKIN grew out of real-life experience and a desire to solve a specific problem." She believes her background in cleaning has been just as valuable as her education, giving her a deep understanding of people's everyday lives and needs. "I also hope my story shows that it's possible to build a business based on your values. It has always been important to me to create something that makes a positive difference – not only for our customers, but also for future generations." And finally, she hopes to encourage other women to believe in their ideas, create positive change, and always remember to stay true to their values.

August, 2026.