Your skin will love this Lebanese natural cosmetics brand

‘Clean’ beauty is slowly but surely taking over the cosmetics industry, from skincare products to makeup and haircare. While some of our favorite natural cosmetics brands are from the Middle East, one of them is 100% handmade in Lebanon. Founded by Dr Josiane Riachi, a pharmacist who defended a dissertation on the topic of retinoic acid and its effects on skin aging in the 90s, helwé, which means “beautiful” or “sweet” in the Arabic language, is all about natural beauty products and layering. Dr Riachi shares with us the story of helwé, and reveals the secret to a beautiful skin.

What inspired you to launch your brand, helwé?

Even though I worked in a totally different industry for many years, my interest in cosmetics and skincare never faded. So when the Lebanese Revolution took place in October and November of 2019, I looked for a way to support and promote our national production, and I decided it is time for me to launch my own 100% Lebanese cosmetics brand. In order to do so, I started taking some courses in natural cosmetics. Then lockdown happened in March 2020, and I left Beirut to spend lockdown in my house in helwé, which is a beautiful Lebanese village by the Mediterranean Sea. For three months, I lived surrounded by nature, whether it was the beautiful sea or the magical coastline and surrounding hills. During my daily strolls, I noticed the countless plants and flowers that are a source of macerates and hydrosols used in cosmetics products. So I decided to purchase some from local producers and even plant some in my garden. Next step, I was turning one of the house’s rooms into a laboratory and I started producing. 

Did you choose the name helwé because of the village your brand was born in?

Not only for that. “helwé” means “beautiful” or “sweet” in the Arabic language, which refers to the cool freshwater sources originating from Mount Lebanon that flow into helwé’s shore. My goal is to make the skin of my clients as beautiful as helwé’s waters.

What is the concept behind helwé?

Our products are made from natural and 100 % biodegradable ingredients, packaged in 100% recyclable materials. The secret to a beautiful skin is letting your skin breathe, thus our layering concept: a skincare routine that provides the skin on a daily basis with what it needs most. Layering consists of applying several beauty products consecutively in three steps. First, a double-cleanse to eliminate dead cells, using oil then floral water. Second, a gentle daily exfoliation which will allow the skin to better absorb the care products. Finally, applying the layers of skincare products, starting with the serum, then the cream, and the eye contour treatment.

And the ethos?

The passion for doing something safe, simple and effective, while being part of the change that is taking place in our country.

How would you describe the beginnings?

Once the formulations were finished, I started testing the products on myself, my friends and their kids. Within a week, I noticed, as well as them, a nice change on our skin. That’s how I knew that I succeeded in creating something that is natural, handmade, safe and effective.

What advice would you give to women when it comes to beauty?

Start taking care of your skin at a young age and avoid harsh products. Layering is the secret to flawless skin and it’s the skincare ritual used by Japanese women for years, you can see how smooth, radiant and youthful their skin looks!