Building a Brand That Shows Up for Moms

How It Began

Legendairy Milk(opens in a new tab) had a deeply personal start. Founder, Luna Aziz, struggled with low milk supply after the birth of her first son and couldn’t find clean, effective solutions she trusted. So she took matters into her own hands to formulate her own blends based on ancestral herbal remedies

“It was kind of a hobby. It wasn’t really supposed to be a business,” Joe said. “But very quickly after that, we went viral, and got a ton of orders.”

Working out of her kitchen, Luna made supplements by hand, day and night, while her husband Joe Feehan, now Legendairy’s Chief Operating Officer, would help pack orders after work.

After the first year, they outgrew their home operations. Their tiny local USPS mail truck couldn’t fit all the orders, and they had to follow in their own car with the rest. From that point, it became clear that Luna’s science experiment had quickly turned into a real business. 

The Challenge: Growing a Business While Doing It All

Today, Legendairy Milk is a brand with a national presence in major retailers like Walmart, Target, H-E-B, Amazon, and TikTok Shop. But in the beginning, every task—manufacturing, fulfillment, customer support—fell on Luna, Joe, and two others. This helped Luna and Joe get to know the ins and outs of their business. 

Joe also handled payroll, HR, compliance, and benefits administration when the company was in its infancy. But as Legendairy outgrew its startup days and they kept hiring, they had outgrown their scrappy, do-it-yourself approach. 

“Most likely, if you're a small business owner, you did not become a small business owner because you know accounting, payroll, and HR really well…you're really good at something else. And this is critical because you need to spend all your time doing that,” Joe said.

The Solution: Creating Structure Without Losing What Matters

Legendairy was looking for a scalable HR solution that offered access to competitive benefits to attract and retain top talent, so they started looking at PEOs. 

After another provider didn’t meet their needs and, in Joe’s words, “looked like it came out of 1985”, the team turned to Justworks. Joe was most impressed with Justworks’ cost-effective employee benefits and modern, user-friendly technology. The platform made it easy for the team to handle day-to-day tasks without getting stuck in manual processes.

“It just works. We can just go in and make the adjustment right there and move on with our day.” Joe said.

That also meant less time spent troubleshooting and more time for higher-impact work.

The Results: More Time to Scale Their Ambitions

Time savings from using Justworks have offered the biggest value. Joe shared, “With our previous PEO, [our CFO] was spending hours and hours on payroll and different functions.” 

“Instead of spending what was literally ten hours on a repetitive payroll every single week, that time is now spent on forecasting and financial analysis."

With administrative work streamlined, the team can focus its energy on product expansion that feels authentic to Founder Luna Aziz’s own motherhood journey.

For Legendairy Milk, supporting women is central to their identity—especially on social media. “This brand, if you look behind customer service and social, the amount of good that it does outside of our products, like helping the mom at 2:00 am with a breastfeeding question.” 

As they continue to grow, their mission and values of supporting people, whether that’s their customers or employees, remain the core of everything they do.