Nailah S. Blades: Founder & CEO

When I was little, I used to sit on the bathroom sink and watch my mum as she made up her face to go to work. I loved witnessing how much care went into gently moisturizing her face in small upward circles. How she'd line her eyes expertly and apply the perfect red pout. And how she'd spritz just enough perfume so that she was consistently followed by a sweet smelling cloud.

I was hooked. I fell in love with beauty products.

Even today, some twenty years later, I still get tingles down my spine when I walk into any store with an abundance of beauty and bath & body products.

The inspiration for Safiya came when I realized that there were no products out there that completely fulfilled my love of luxurious products yet didn’t irritate my skin with harsh chemicals. While I enjoyed the healthy glow and social consciousness I received from buying natural products, I still longed for the sweet smells and opulence of traditional beauty products. I decided to merge the two together and out of this new EcoLuxe genre, Safiya was born!