Everything you need to know about Elemis—the latest beauty brand on the block

Everything you need to know about Elemis—the latest beauty brand on the block

Insider's insight

Text: Redzhanna Jazmin

Image: Instagram: @elemis

London's leading luxury beauty brand has made its way to this neck of the world—here's why you should get acquainted

Are you craving a spa getaway, a sensorial self-care routine, and an effective skincare curation all-in-one? Elemis has you covered. The UK-based prestige beauty brand has finally landed in Malaysia, opening its very first storefronts at Pavilion KL and 1 Utama.

Inspired by indulgent aromatherapy and holistic techniques, the Elemis brand prides itself on its effective natural formulations and its timeless beauty philosophy. 

To learn more about the newcomer, we spoke with Elemis Co-Founder and Global President, Noella Gabriel. Ahead, she talks inspirations, celebrity impressions, and "starter-pack" recommendations:

What are some of the inspirations behind Elemis and the brand's philosophy?

"As a trained beauty therapist and aromatherapist, I have always believed in treating the skin with a total approach. The method I took—of treating the skin from the inside out—was way ahead of its time. With this philosophy, I co-founded Elemis in 1990."

What sets Elemis apart from the rest of the skincare market?

"At Elemis, our brand philosophy has remained constant. We have always believed that wellness is a huge component of one’s lifestyle, and other brands are finally catching on to this idea. We have been championing the idea of wellness before it became a hashtag through our use of natural ingredients, luxurious textures and layering rituals."

"Our approach to skincare has always been holistic and our focus is to develop professional skincare powered by active naturals in sublime textures, with proven results."

Elemis has garnered a slew of keen celebrity fans, such as Cara Delevigne and Kate Hudson—what would you attribute the brand's success to?

"Once a customer tries Elemis, they’re hooked. The ingredients are not only outstanding and performance-grade, but the formulations give you real results.

"The consumer is a very educated one these days, so it is not enough to have a product in a pretty package. The product must work; it must deliver on its promise. For me, converting the customer has always been one of the most exciting parts of the business, and we continue to do that day after day."

Why have you chosen to bring Elemis to the Malaysian market in particular?

"I am so excited to introduce our revamped Elemis store to Malaysia! Our goal is to make Elemis accessible to all consumers and we’re looking toward the future with a robust and focused retail strategy. This is our first outlet where we have been able to showcase 'Truth in Beauty', which is at the core of Elemis."

Elemis was acquired by L'Occitane in 2019—how has this acquisition affected the brand?

"The L’Occitane group has supported us in going after our digital-first strategy. 2020 was a rollercoaster of a year (and 2021 is proving to be similar), so we’ve had to pivot all our learnings from the last 30 years into transforming and future-proofing Elemis through a laser-sharp focus and achieving digital innovation through agility."

What are some star products from the Elemis line that Malaysians should get excited for?

"It has got to be our Pro-Collagen Marine Cream, our Pro-Collagen Cleansing Balm, our Dynamic Resurfacing Facial Pads, and The Superfood Facial Oil.

"Our Pro-Collagen Marine Cream has this really innovative gel-cream texture and is formulated to increase hydration by up to 248 per cent in one hour. It has been our best-selling cream for over ten years and it's not hard to see why: It is clinically proven to deliver younger-looking skin in two weeks.

"Our Pro-Collagen Cleansing Balm is this gorgeous 3-in-1 melting cleanser. It has three cleansing textures: It nourishes as a rich balm, removes makeup as a cleansing oil, and hydrates as a cleansing milk. Plus, it is available in a few sensorial aromatics: Classic, Rose, Neroli, Naked, and Water Mint

"Our Dynamic Resurfacing Facial Pads are powered by Patented Tri-Enzyme Technology for multi-action resurfacing. These Enzyme Essence Resurfacing Pads work to improve the look of texture, pores, and dark spots on the complexion in order to prepare the skin for flawless foundation. It is beloved by influencers and makeup artists alike!

"Finally, the Superfood Facial Oil gives the skin this gorgeous, natural glow. It is powered by nine superfood oils, including broccoli, rosehip, flaxseed, and cucumber. The highly-concentrated waterless formula leaves the skin glowing, but never greasy."

BURO LOVES: Another fantastic product in the Elemis lineup is their Dynamic Resurfacing Facial Wash!

What would you recommend for skincare newbies in an Elemis 'starter pack'?

"Our Pro-Collagen Cleansing Balm is a must! The unique, transformative texture dissolves every last bit of my makeup and daily impurities to leave my skin looking clean, soft and beautifully glowing. Plus, the scent is heavenly and absolutely essential for anyone’s self-care ritual. Paired with our Pro-Collagen Cleansing Balm, our Pro-Collagen Marine Cream is perfect for Malaysia’s humid climate. This ultra-lightweight gel cream is formulated to deliver essential hydration for your skin."

Shop Elemis remotely through its online portal.

Find more beauty insiders here.