Noella Gabriel, cofounder of the renowned skincare brand Elemis, credits her journey to an unexpected source: the art of breathing. At the recent WWD x FN x Beauty Inc Women in Power event, she shared her career narrative, emphasizing wellness, skin health, and brand impact in a conversation with Beauty Inc editor Jenny B. Fine.

A Pivotal Shift in Career Path

Initially, Gabriel pursued a career as a professional singer. However, the sudden loss of her parents at the age of 20 forced her to reevaluate her direction. Reflecting on her musical training, she found a persistent tie to the concept of breathing.

“It was a very interesting journey, that whole classical singing journey, because when you learn to sing, the first 18 months is all about breathing,” Gabriel stated.

She emphasized that “the breath sings a voice” and elaborated on how this principle remains integral to every Elemis treatment, which begins with abdominal breathing.

Founding Elemis: A Bold Leap

Before establishing Elemis, Gabriel ventured into the wellness industry by opening a health food shop, Acorn, with her sister. Her continuous learning in nutrition, skincare, and aromatherapy eventually led her to manage the beauty department at Harvey Nichols. However, a transformative phone call from an investor prompted her to join the burgeoning brand, Elemis, despite a financial sacrifice.

“It wasn’t about the money,” she remarked. “It was about finding something that I could put all of that skill set into and lead in that creative space.”

Innovative Wellness Approach

Gabriel’s exposure to the benefits of essential oils for various ailments inspired the foundational mission of Elemis. She noted, “For me, that was the beginning of starting, just planting the seed of doing skincare very differently.” The goal was to create a lifestyle brand that prioritized listening and engaging with customers.

“Your skin today reflects the choices you made yesterday…but if you engage with us as a brand today, I can help you change your skin tomorrow,” she explained.

Achievements and Brand Philosophy

Throughout the years, Elemis has achieved renowned status with products like the Pro-Collagen Cleansing Balm, priced at $72. Gabriel attributes this success to the strong alignment with her cofounders, emphasizing their commitment to quality.

“We have one common denominator across all three of us. There is zero compromise. Whatever we’re doing, it’s zero compromise. If we’re innovating, we’re innovating the best,” she said.