Meet the visionary founder behind the radiant world of Kefii, Jeana Crabb. In an exclusive interview with House of Coco magazine, Jeana unveils the inspiring journey that led her to create a brand synonymous with the spirit of joy.
From her early days in the beauty industry at just 16 to the launch of Kefii, Jeana’s passion for bringing calm, relaxation, and happiness to people’s lives has driven her every endeavour.
Discover the meticulous thought and care that go into each Kefii product, as Jeana discusses the brand’s commitment to cruelty-free, plant-based, and ethically sourced formulations. Delve into the botanical richness of Africa, where Jeana draws inspiration and ingredients that not only benefit the skin but also uplift the local communities.
With a heartfelt customer testimonial capturing the essence of Kefii’s impact, Jeana reflects on her aspirations for the brand’s legacy in the beauty and skincare industry. Join us as we step into the world of Kefii, where joy, relaxation, and luxury intertwine, leaving an indelible mark on the landscape of beauty….
Your brand, Kefii, is inspired by ‘the spirit of joy.’ Could you share the story behind the name and how this spirit is reflected in your luxurious skincare and home products?
My journey in the beauty industry began at the age of 16. Recognising my passion for bringing calm, relaxation, and joy to people’s lives, I pursued formal training after high school, enrolling in Beauty school. Two years later, armed with my training, I moved from South Africa to the UK and have been actively involved in the industry ever since.
After years of working with other skincare brands, I felt compelled to create something unique for my clients. Given my deep appreciation for plants and flowers, I decided to craft a line that is plant-based and as natural as possible. Enrolling in a product formulation school, I dedicated two years to research and development before launching my brand.
I envisioned Kefii to be more than just a product – an experience that brings lasting joy and comfort. Harnessing the power of essential oils, carefully blended to have a positive impact on well-being, I aimed to create a skincare routine that one looks forward to using.
The focus on cruelty-free, plant-based, and ethically sourced products is commendable. What motivated you to create a brand that not only brings harmony to the home but also peace of mind to the planet?
Creating a product that brings joy to people’s lives needed to align with the earth’s well-being. Our planet provides incredible natural resources, and I believe it’s crucial to honour that connection. Thus, we refuse to test our products on animals or use over-exploited ingredients.
Your product range includes a variety of skincare and home products. Could you elaborate on how your passion for natural ingredients translates into the formulations of your cleansing balms, facial oils, and body scrubs?
Each ingredient in our products serves a specific purpose, extensively researched to ensure optimal benefits for the skin. For instance, our cleansing balm incorporates 12 different ingredients, including rice bran, desert date, and meadowfoam, designed to regenerate skin cells. Honeysuckle in the blend helps reduce stress and promote a relaxed state.
Our facial oils, like the brightening oil with papaya, blueberry, and pomegranate, aim to rejuvenate and nourish the skin. The body scrub, featuring pink Himalayan salt and shea butter, exfoliates and hydrates, complemented by invigorating scents like lime, bergamot, and corn mint.
Ethical consumption and supporting communities are at the heart of your brand. How do you ensure that the botanical ingredients sourced from Africa benefit the local communities, and what impact has this approach had on the people involved in production?
Growing up in Africa, I wanted to incorporate its incredible botanicals into my line. Baobab trees, for instance, provide a significant source of income for locals in arid regions of Africa. Purchasing baobab seed oil from these regions not only brings skin benefits but also creates employment opportunities, contributing positively to the communities involved.
Luxury often comes with a hefty environmental price. How do you balance the concept of high-end luxury with sustainable, eco-friendly practices, ensuring your products are both opulent and environmentally responsible?
In terms of packaging, we strive to use recyclable materials whenever possible. Additionally, most of our ingredients are by-products from other industries, promoting sustainability. For instance, blueberry seed oil is derived from seeds remaining after fruit juice and jam production, making our products more eco-friendly.
Transparency is crucial in the skincare industry. How do you maintain transparency with your customers, especially concerning product ingredients, and why do you think this is essential in today’s market?
Transparency is paramount due to the potential negative effects of certain ingredients on our skin over time. With our skin absorbing everything applied to it, we disclose all ingredients on our packaging and online. In a world filled with toxins, transparency is vital for informed and conscious consumer choices.
The scents in your products, like honeysuckle, orange, and jasmine, seem delightful. Can you tell us about the significance of these scents and how they contribute to the overall experience of using Kefii products?
Scent has a profound impact on emotions, triggering memories and inducing calmness. Honeysuckle symbolises sweetness and pure happiness, while orange offers a cheerful and uplifting yet relaxing effect. Jasmine, known to lift the mood, brings a floral energy that boosts happiness, confidence, and reduces stress—an integral part of our commitment to infusing joy into skincare.
In the realm of luxury skincare, innovation is key. Can you share any upcoming product developments or innovations within Kefii that your customers can look forward to?
Certainly! We plan to expand our brand, launching new products from the upcoming year onward. The focus will be on skincare, introducing a range comprising moisturisers, cleansers, and serums harnessing the incredible powers of the agave plant.
Creating a luxurious experience often involves attention to detail. How do you ensure that every product, from facial creams to body oils, meets the high standards of quality and indulgence that Kefii represents?
We source our ingredients from reputable companies with transparent sourcing practices. Adhering to strict quality testing procedures and protocols, we ensure our products meet the highest standards of safety for consumer use.
Natural skincare is becoming increasingly popular. How do you stay ahead of trends in the skincare industry, and how do you anticipate the changing needs and desires of your customers?
Being deeply passionate about skincare, I constantly explore new ingredients with potential benefits. I believe people are becoming more aware of what they apply to their skin and the need for cleaner, purer products. Thus, our range not only prioritises skin health but also promotes deep relaxation to calm the mind amidst the current environment filled with toxicity and stress.
Luxury is not just a physical experience but also an emotional one. How do you aim to evoke feelings of comfort, relaxation, and joy through your products, enhancing the overall well-being of your customers?
Our olfactory receptors, linked to the limbic system, the seat of emotion, inspired the use of specific scents in our range. For example, roses in Aryuveda have been used for centuries to soothe the heart and mind. Our essential oil blend Alyssum, comprising Rose, Lavender, and Jasmine, ensures a deeply relaxing and calming experience.
Your products cater to both the face and home. Could you share the philosophy behind extending your range to include home accessories and how these items complement your skincare offerings?
Kefii aims to be more than just skincare; it’s an all-encompassing experience to be enjoyed throughout the day. Representing joy, happiness, and spontaneity, I expanded the range to include face, body, and home products to bring these positive feelings into different aspects of people’s lives.
Customer satisfaction is often a testament to a brand’s success. Can you share a particularly heartwarming customer testimonial that encapsulates the essence of Kefii and the impact your products have had on someone’s life?
“Jeana, I am so happy with your product. It’s fascinating that every time I use it, it makes my life better!!” This heartfelt review was made on the lemon, eucalyptus, and peppermint handwash set.
Our readers love to travel; what destination is at the top of your bucket list?
Switzerland has always been a dream destination for me. Its allure and beauty have a magnetic appeal.
Lastly, looking forward, what legacy do you hope Kefii will leave in the beauty and skincare industry, and what message do you want to convey to your customers about the spirit of joy and luxury that your brand represents?
I envision Kefii as a unique and beautiful brand, showcasing that great skin doesn’t require synthetic ingredients. Embracing plants and their benefits, we aim to create not just a skincare routine but a sense of joy and relaxation. Grateful for what plants offer, we hope Kefii leaves a legacy of clean, pure, and joyful beauty in the industry.
Thank you, Jeana Crabb, for sharing your inspiring journey and unveiling the enchanting world of Kefii. May the spirit of joy continue to radiate through your creations, leaving an indelible mark on the hearts and skin of those who experience the magic of Kefii.
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