As most pros in any capacity within the beauty realm, standards are high at Beauty Brief HQ. It’s one of the perks and responsibilities of what we do – which is why when we find new brands that feel special, it’s so much fun for us to share them with you.
Enter NAELAD. One look at the skincare brand’s grid and we’re met with a vibe that’s timeless, serene, and calm. It’s minimalist, a bit organic, but sleek and elevated without being snobby or overtly sparse. NAELAD feels grounded.
Founded by Elis Berroa Feliz, the brand swears by its tagline of producing “bare skincare for the uncompromising.”
“I wanted to create products that would fill a need, Feliz says. “The need to simplify, or keep things simple for long-term consistency. That’s the meaning of “bare skincare.” It’s skincare that is effortless and mindful.”
What does it mean to be uncompromising in NAELAD’s eyes?
“[We’re for] people who don’t want to limit their skincare to basic formulas. Oftentimes, simplicity in the industry comes down to basic and single ingredient products. [NAELAD] is for people who want to care for their skin in a holistic way and value high-performance; it’s thoughtful, versatile, multitasking skincare,” the founder explains.
NAELAD is launching with its duo: Bare No.1 Gel Lotion and Bare No.2 Moisturizing Cream. Both products are formulated to address various skin states and provide an assortment of benefits. They can be used as a two step routine after cleansing, or work well layered with existing products in a line up. Both products have been strategically formulated to support and nurture skin from all angles.
“When I realized what my skin and lifestyle needed the most – that was the moment my brand was born as I understood that just as myself, there were bound to be others that wanted to find a product intricate enough to make their beauty ritual uncomplicated,” Feliz shares.
For Feliz, the product development process has been one of the best parts of the brand journey.
“For each formula, the key points I always make sure it checks are versatility, gentleness, skin restoring ingredients, skin replenishing ingredients, and antioxidants. Then, everything else is polished according to the product intention and category,” says Feliz.
For NAELAD, all formulas are developed in a way that minimizes, or virtually eliminates, any unnecessary ingredients, including fillers, fragrances, texture enhancers, pigments, or colorants. Feliz prioritizes ingredients almost exclusively based on performance and functionality.
“My favorite thing about working in the beauty industry is its ever changing nature. I’m a curious, perfectionistic person, so the fact that the industry is always evolving, always moving forward, always improving, inspires me to do the same,” Feliz explains.
Interestingly enough, one of the founder’s unexpected joys of this journey so far has been realizing that perfection is impossible to attain.
“There’s always room for improvement and progress involves change overtime – but it’s delusional to try and wait for perfection before taking action. Reminding myself of this truth has made the journey much more enjoyable and rewarding,” Feliz says.
As far as challenges for the entrepreneur, the NAELAD founder finds that their own thought processes and resulting limitations that follow are the biggest hurdles for the brand.
This part will definitely resonate with any founder:
“Being a founder of any business takes mental strength, emotional intelligence, courage, perseverance, lots of planning, dedication, commitment, diligence. So being mindful and self-aware of where I’m at at all times and redirecting my energy and attitudes to avoid self-sabotage and losing focus is imperative,” Feliz shares.
“My ultimate vision is ever changing. I’m helpless like that. But if there’s one constant, it’s to remain true to my brand values and my ‘why’ no matter the stage. I truly believe that if I make sure of that, NAELAD will become exactly what it’s meant to be.”
We can’t wait to see what’s in store for this brand. Happy launch day, NAELAD!
コメント