Let’s be honest: organic, vegan or sustainable cosmetics are not something I have always been into. It came into me gradually, with organic growth, maturing over a long period of time.
It all started with cruelty-free cosmetics and make-up. During my teenage years, my generation became deeply aware and concerned about animal testing in the beauty industry. We began to look into the new, then-revolutionary beauty brands promoting animal welfare and not using animal tests.
Two decades later, I worked in the Middle East. During that time, I became very concerned about the plastic waste problem there. The lack of proper recycling schemes and never-ending plastic rubbish on the roadsides made this issue obvious. Recycling was something I was so used to in my home country. I got interested in plastic-free cosmetics, like shampoo bars, and natural(ish)-kind of cosmetics with fewer preservatives (paraben-free etc.) and without micro-plastics. I say natural(ish)-kind; when an ingredient is removed, it is usually replaced with another one. Whether it makes the product more natural is uncertain. Whether it is more environmentally friendly is also uncertain. I came to think about these issues only later. I learned that many products claimed to be natural or organic. These products may contain only a fraction of real natural or organic ingredients because of loose regulations. The natural trend goes hand in hand with greenwashing – a word I didn’t know existed. I used to spend fortunes on high-end cosmetic and beauty brands. As my knowledge increased, I began to evaluate my choices. I compared the products on the market to make more thoughtful consumer decisions.
After suffering a miscarriage, I questioned the state of my life. My flourishing career had sky-rocketed in a very short time span. This came with the cost of my mental wellbeing. I asked myself where I want to be in my life in the next five years. The answer was clear. I wanted to create something by myself. I dreamed of working with my own hands. I aspired to be a boss for myself. During the COVID19-lockdowns, my husband and I decided to fulfill our long-time dream. We bought land and a derelict farmhouse in North-Eastern Spain. An almond farm. And that’s how a small business idea (or in fact cluster of them!) and the name was born. Casa De Luluel. One day we would produce our very own sweet almond oil. It would be organic and high quality. This oil would not only nourish our skin but also help us create beautiful natural products for others. We’re still far from producing on our own. Nevertheless, the idea of making my own organic and vegan products with sustainable packaging got wings to fly.
I spent few years developing and testing formulas of my first products. At the same time, I was juggling motherhood as a new mother. Becoming pregnant and becoming a mother gave me another reason to consider product choices. It was the most important reason for deciding what products to put on my own and our child’s skin. My personal clean beauty journey is still ongoing and constantly evolving. I love to share it with others. I do this by formulating DIY cosmetics recipes to share on this website. I also blog about sustainable and clean beauty matters.
I have completed diplomas in the holistic herbal product making and essential oils for business. I ventured into e-commerce and maker’s markets as a sole trader. I sold organic and vegan bath and body products. I created these products from my own formulas and made them myself. I learned a lot about cosmetics safety and regulations and got myself deeper into clean beauty vision. I applied my past knowledge. I used my experience with ISO quality management system (ISO 9001) to create Good Manufacturing Practice and other regulatory documents not for my products only, but also for other indie makers. I also honed my skills by taking a GMP certification training. I didn’t expect to disrupt the cosmetic business, but the sales of digital goods and communication with my customers proved me there’s demand in the indie makers’ markets for a more sole trader-friendly approach and advisory. So, my business disrupted me in the most positive way. I’m leading a more toxin-free, healthier life now, both mentally and physically.
I have studied, tested and failed, reviewed and revised my formulas, and started all over again. Again. And again. I only share recipes I love to do by myself. I have a deep passion and connection to what I create. This means I can offer them to others with a sense of pride and confidence.
My dear Reader, thank you for visiting my story, hope you enjoyed it and found it meaningful.
With Love,
Lulu
Casa De Luluel 