Founded by Naela El Assaad, NAELA Botanicals is inspired by her Middle Eastern heritage and love of nature, from a time and place where people followed the rhythms of the Earth and cycles of the Moon and Sun. NAELA Botanicals blends the purist botanical oils and essences for skincare that nourishes the heart, body and mind.
Naela, please tell us more about your career
I grew up on the east coast of the United States. I studied photography in Boston and New York City and worked as a photographer for over 20 years.
Where did the idea of NAELA Botanicals come from?
It came from always having a fascination for natural remedies for healing. During the COVID lockdown I started mixing oils as a way to pass the time. In this period we became more aware of the importance of being healthy through diet and exercise and we often ignored what we do to our skin. Our skin is the body’s largest organ, it absorbs everything we put on it. I wanted to be healthy on the inside as well as on the outside. I shared my first products with family and friends and received great feedback.
What interests you the most about the beauty sector?
Health and the lack of clarity in what is used in our products. Humans have practised self-care and skincare for centuries by using what was given to us by the Earth. I wanted to create a natural brand which is sustainable and honest.
What gap does it fill in the market?
By being an independent artisan brand and 100% pure without the use of synthetic fragrances and preservatives. Our unique formulas are all handmade, sustainable and vegan. Our ingredients protect the skin and enhance one’s natural beauty by adding nourishing products that have been used for centuries.
Was it difficult to launch a new brand in a competitive industry?
It’s a slow process indeed but the best things in life take time. I have many products being formulated and hope to be around for a long time.
So, talk to us about one of the star products…
My original formulation is a face oil which is delicately scented using essential oils of Neroli, ylang-ylang and lavender. Each ingredient was carefully chosen for its healing properties. This oil protects and nourishes the skin while adding a luminous glow. It’s safe for all skin types and can be used morning and night.
What is your take on beauty practices in the Middle East?
The history of beauty in the Middle East was actually where most of my ideas stemmed from. The alchemists and the use of natural elements to produce remedies; the sugar waxing being made at home in one’s kitchen, Kohl ground from minerals for eye makeup and Castor oil for hair.
What is your advice to Arab women concerning their beauty regimens?
Self-care should be your priority. Take time for yourself. Allow yourself to age gracefully!
And what is your latest project?
I am currently trying to expand my brand. I have a few products in line coming out in the new year. I want to have a larger collection of products by the end of next year and produce special edition limited formulas from time to time.
Finally, where can we purchase NAELA Botanicals?
Exclusively through our website Naelabotanicals.com. We ship worldwide.
Text by Victor Gee.
