Noella Gabriel, cofounder of Elemis, believes her journey began with something as fundamental as breathing. At the recent WWD x FN x Beauty Inc Women in Power event, she shared her career path with Jenny B. Fine, emphasizing how she embraced wellness before it was trendy. Gabriel highlighted the significance of skin health and the vision behind building a brand that would not only endure but also resonate deeply with its users. Her life experiences shaped her understanding of wellness, leading her to prioritize authentic connections with individuals and their skin.
Gabriel’s early aspirations revolved around a singing career, but a devastating personal tragedy at the age of 20—losing both of her parents—forced her to reconsider her direction. Despite the heartache, she clung to the lessons from her musical upbringing, where breathing was paramount. “The breath sings a voice,” she reflected, noting how this idea still influences her approach today. Every Elemis treatment begins with abdominal breathing, which serves as a reminder of the power her past holds in shaping her present endeavors.
Before founding Elemis, Gabriel took her initial steps into the wellness industry by opening a pioneering health food shop called Acorn with her sister. She immersed herself in training, learning about nutrition, skincare, and aromatherapy. Her experience running the beauty department at Harvey Nichols further enriched her knowledge. One pivotal phone call from an investor changed her trajectory; she chose to take a pay cut to join the small venture that would evolve into the renowned beauty brand, Elemis. For Gabriel, the shift was not financially motivated but rather a chance to pour her creativity into a project that aligned with her skills.
Gabriel’s exposure to essential oils—then a novel concept—played a critical role in shaping Elemis’s mission. The therapeutic benefits of these oils for various ailments inspired her vision of redefining skincare. “I wanted to do skincare very differently,” she stated, emphasizing the importance of creating a brand that listens and engages with its customers. This relational approach is woven into the fabric of Elemis, fostering a sense of community where each individual’s journey is acknowledged and valued.
A distinct aspect of Gabriel’s philosophy is the notion that one’s skin reflects past choices while also offering hope for future changes. “Your skin today reflects the choices you made yesterday,” she explained. This mindset thrives at Elemis, where the aim is not just to sell products but to partner with customers in their skincare journeys. Gabriel’s belief in the potential for transformation reinforces the brand’s identity as a lifestyle entity that values its customers’ experiences and aspirations.
With the success of iconic products like the Pro-Collagen Cleansing Balm, Elemis has gained a remarkable reputation in the beauty industry. Gabriel underscores the importance of collaboration with her cofounders, driven by a shared commitment to excellence. “There is zero compromise,” she reiterated, noting that every innovation is rooted in a dedication to quality. This fierce determination has not only propelled Elemis forward but also cultivated a loyal community that feels empowered by their connection to the brand, echoing Gabriel’s foundational belief in the transformative potential of self-care.
