Company case study
SomaLumin
SomaLumin is a business that offers aura photography sessions and licenses its photography software to other practitioners. It came up on The Side Hustle Show, hosted by Nick Loper, in the episode "707: $70k on the Side in 6 Months with Aura Photography" (aired November 13, 2025).
At a glance
| Podcast | The Side Hustle Show |
|---|---|
| Hosted by | Nick Loper |
| Episode | 707: $70k on the Side in 6 Months with Aura Photography |
| Aired | November 13, 2025 |
| Revenue and traction | Charges $149 a month for licensing its software, which is significantly cheaper than traditional aura photography options. |
| Category | Agency |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
707: $70k on the Side in 6 Months with Aura Photography · aired November 13, 2025 · hosted by Nick Loper
Why it works
SomaLumin taps into the growing interest in holistic and energetic experiences, appealing to individuals seeking unique personal insights.
Founding story
The business idea emerged from the founder's background in event planning and a desire to create a unique experience for clients.
The playbook
SomaLumin uses strategic partnerships and experiential marketing to reach target customers effectively.
Also mentioned
The founder has leveraged word-of-mouth marketing and offers remote sessions, expanding the reach beyond local events.
Why this works now (our analysis)
Wellness enthusiasts seeking personal insights through aura photography are drawn to SomaLumin for its unique offerings. The company utilizes proprietary software that allows practitioners to deliver affordable aura photography sessions at $149 per month, making it accessible compared to traditional methods. The founder initially promoted the service at local holistic fairs, gaining traction through direct engagement with potential customers. This approach enabled SomaLumin to establish a customer base quickly. A significant risk involves the reliance on continuous software updates and support, which may require capital investment and technical expertise to maintain competitive functionality.