EliRose Skincare is a premium British skincare brand certified 100% organic, vegan, and cruelty-free, making it one of the most ethical beauty brands on the market. Its responsible approach is balanced with a commitment to helping customers replenish dehydrated skin, fight signs of aging and treat hormonal skin problems. Its debut product; the Nourishing Organic Serum has already been featured in Vogue, Tatler, GQ and World of Interiors – named “an organic essential” and a “must-have serum”. EliRose Skincare is committed to developing luxurious organic skincare products using only the highest quality ingredients manufactured using ethical and sustainable processes without the use of any synthetic chemicals.Here, we went behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
EliRose Skincare was officially launched in February this year, right after I finished my postgraduate studies at the University of Cambridge. For years, I battled with skin problems such as eczema, sensitive skin, hormonal acne – the list goes on!
Whilst dealing with these skin problems, I tried nearly every skincare product under the sun!
We all know from the media how certain chemicals big skincare manufacturers use aren’t good for us so I started looking into natural skincare products. As I started investigating the list of ingredients in ‘natural’ skincare products and learning what all those difficult to even pronounce ingredients are, I realised that most well-known brands of natural skincare also add large amounts of parabens and synthetic ingredients for their own commercial interests of increasing shelf-life and diluting their formulas to lower the cost of production. I remember the dismay I felt when I learned that a skincare company has the right to call itself ‘natural’ when it contains just 1% of certified natural ingredients! It felt like rubbing salt in the wound after already having to deal with bad skin. ‘Natural’ wasn’t good enough!
That’s why I created EliRose Skincare. After 6 years of working closely with a team of chemists and 2 long years of testing our Nourishing Organic Serum, we have finally been able to produce a 100% certified organic serum using only the best organic and natural occurring substances from UK based producers, certified organic by the Soil Association.
What’s your background?
I worked in marketing for many years – finally leaving when I realised my own values were not aligned with the tactics big companies deploy when selling their products to consumers – treading a fine line between exaggerated truth and outright misrepresentation… I dreamed for many years of launching a completely organic skincare company that was simply straight-forward and honest about their ingredients list and manufacturing processes. But at that time, I felt I didn’t have the adequate knowledge to launch an organic skincare brand. Thus, I studied for 6 years the benefits and manufacturing processes of plant derived ingredients. In my opinion, organic, vegan and cruelty-free should always be the principle values of a good beauty brand.
What is the hardest challenge you have faced since you started the company?
Launching the business alone was hard work! You have to be able to work on every tiny aspect of the company in the early days to build it up from scratch. I tend to spend a lot of time on the aspects that I am good at, which is not always a good thing! But the silver lining is when you finally get feedback from customers and see the product is appreciated and the many sleepless nights paid off!
Tell us one fact about you that people wouldn’t know?
Before I started EliRose Skincare, I tested various beauty formulas in a sanitised corner of our little kitchen in our London flat and my partner was chief volunteer tester. Let’s just say you can’t make an omelet without breaking some eggs… whoops! (he’s still alive)
To date, what has been the highlight since launching?
We have been over the moon with the feedback of our Nourishing Organic Serum. Only a month after its launch we were featured in Vogue, Tatler, GQ, World of Interiors and was named a finalist of the Pure Beauty Awards 2018 for the Best new organic product. Simply a dream come true!
Which city do you feel most at home in, London, Paris or New York?
I’m originally from Canada, my heart will always be there, but London has become my home for the past few years.
Three beauty products you can’t leave the house without?
1 – My Nourishing Organic Serum of course! Due to the hard water in the UK my skin becomes very dry and patchy if I don’t use it right after showering.
2 – My cucumber eye treatment, which is a new product I made just a few months ago and already my eyes are thanking me. Maybe a new product to add to the line?
3 – And finally, my rose mist, which I think I might be mostly using it for the smell. I find the rose scent so refreshing and relaxing!
Looking healthy-glowing and classy-effortless
Best thing about London to you?
Everything! I visited London multiple times before making the big move in 2013, and London always felt special and homely to me!
If you had to, what piece of clothing from your wardrobe would you wear everyday?
Co-ords and pastel colour tweed jackets!
Best place for a coffee?
Home! Simply because I don’t drink milk and I like my coffee to be excessively strong – it keeps me going all day and night! I may have too many coffee makers…
Any salty food – I’m not difficult! I also binge watch Netflix when I’m taking a break from work… Only 4 seasons of Grace & Frankie?! I need to find another show!
If you could spend 24 hours in anywhere in the world, where would it be?
Canada! Back home in front of the fire on a snowy day, with the family and the three dogs!
In future, how do you plan on expanding the company?
At the moment we sell across Europe, so are currently expanding our European footprint… next step will be Worldwide. I want everyone to have healthy glowing skin!
Find out more…