Elethea is a British luxury cosmetics brand, whose products are made using ingredients that are sourced from the Rift Valley, in the heart of East Africa. Founded by biochemist and cosmetic scientist Nausheen Qureshi, who was born and raised in Kenya, the brand’s philosophy revolves around the nourishing and healing varieties of the rare plants that can be found in the area.
Each one of Elethea’s fantastic beauty products requires at least 2 years of research, formulation and development. The brand’s manufacturing is boutique style, so that they can ensure the end products’ high quality and excellence. Elethea’s luxurious products are handmade, manufactured in small batches, and packed by hand!
Besides their products’ stellar formulas, though, the most important aspect of this cosmetics company’s business model is its sustainable and ethical philosophy; the African ingredients that they get from East Africa are ethically sourced, as they provide scientific training and knowledge to local farmers, men and women, in Kenya, in order to teach them how to grow and harvest their high quality skin care ingredients in a sustainable manner!
“My aim is to create a brand that showcases the strength, beauty and richness of the African landscape and people through its products. As a biochemist, I want to create an effective range of skin care products using my team’s scientific research that other women and I can use throughout our lives for healthy skin. Elethea’s mission is to empower both those who use our products and those who grow our ingredients: to deliver change through our results.”
– Nausheen Qureshi, Founder
We love Elethea, both for making a collection of uniquely soothing and rejuvenating beauty products available to us, and for making a conscious effort to improve people’s lives, and also protect the environment.