Born and brought up in Kolkata, Jhelum developed her aesthetics early on, with her mother in the beauty business and father in photography. Her city made her a bibliophile, and later she pursued a master’s and an MPhil in English literature in Jawaharlal Nehru University. She joined the India Today Group, and work as a beauty editor for a decade for lifestyle magazines such as Harper’s Bazaar, Good Housekeeping and Women’s Health. Thereafter, she took up the role of marketing head for Sephora India. In 2014, Jhelum had to take a sabbatical from work due to ill health. However, this proved to be a boon: Her Buddhist practice gave her the tools to self-reflect, focus and understand how she could serve others. As she healed herself with alternative therapies, she began learning them as well. She started a website on beauty—www.beautybeats.in—and created a collection of beauty products called Jhelum Loves.
Jhelum is trained in Bach flower remedies and aromatherapy, and has developed her own way of healing, called ‘Phoolproof Therapy’. She also contributes to various lifestyle magazines and writes poems and short stories. In 2019 she moved to Bengaluru and now divides her time between three cities—Kolkata, Delhi and Bengaluru—surrounded by fairies, flowers, friends, family and some animals.