About us
Who is Elena?
With determination and perseverance, Elena Ali brought her brand to life despite the challenges she faced.
Sharing some love and understanding with the woman inside her and the woman inside you.

How did it start?
In 2014, the story began in Cairo with a young girl named "Elena Ali," who had a great passion for reading and knowledge. She always looked forward to seeing the sun rays that emanated every morning, reminding her that the world has much broader dimensions than the size of the room she lived in. Despite facing some challenges and negative beliefs in society about the role of women, Elena did not lose her determination and optimism. She continued to carry the torch of hope and aspire to achieve her dreams and what she aspired to.

Elena begins her journey towards her right to exist.
As the challenges she faces escalate, she begins to realize that the issues she faces are not individual but represent a broader pattern of discrimination and injustice targeting women in general. She feels solidarity and empathy with women who are subjected to violence and discrimination because of their gender, and she strives to support them and stand by their side in facing these difficult circumstances. She understands that standing together and providing mutual support is the only way to achieve change and social justice for all oppressed women.
From here, I learned that true beauty lies in a woman's ability to create something that reflects her inner beauty and helps her enhance her self-confidence. Therefore, women should have the freedom to choose how to express their femininity without constraints or interference from stereotypical beauty standards.
There is always a second chance for recovery, for the hair, the skin, the body, and the soul.
"Draped in a snug corset, a voluptuous young woman feels the pressure of the fabric leaving behind delicate purple imprints and a subtle pink rash, prompting her to envision herself as a vast galaxy in the universe."
- Elena ali
The journey of learning and experience.
Elena decided to harness her passion for learning organic cosmetics manufacturing by investing in herself and developing her skills academically. She began her journey with research, reading, and personal experimentation to create her own products. Gradually, she started feeling proud and accomplished when she saw the impact of her products on her friends and herself. In this way, Elena became not just a woman innovating in the cosmetics industry but also an influential figure contributing to changing the stereotypical perception of women in a male-dominated society.


The girl who carries her dreams inside her bag.
She made great efforts to manufacture safe organic products at the lowest cost possible. She carried these products in her small bag with love and care, then personally delivered them to a limited number of customers at that time with a smile and warmth.
With every client telling her that she "added a magical touch" or "helped them regain their inner balance," she felt that a new dream was coming to life and deserved to be pursued.
What then ?
Little by little, it was no longer just a child's attempts to escape societal violence.
After successfully escaping and stepping into the world, paving the way for the free woman within her, she didn't know that this was just the beginning of the journey.
She founded a skincare clinic and named it "ELLE," and from there, she slowly began to reconnect with herself and discover the beauty of relationships with women in her surroundings. The journey of self-discovery carried within it a multitude of adventures and challenges that allowed her to grow and thrive.
She chose to contribute to the women's community by incorporating nature into her work. She decided to be present in women's lives with a drop of love on their skin or in their hair, breathing life into them through safe organic products.
The products placed on a woman's table do not make her feel that her beauty is tied to the fullness of the bottles, but rather that each drop inside these bottles is an opportunity for liberation and self-acceptance without any side effects.
"Give your wounds time... Drink a warm beverage... Listen to your body as it tries to heal and your soul as it tries to open up... Let the wounds heal."
- Elena ali


Why did she choose “deer antlers” to represent her brand?
The deer, thanks to its unique physical composition that grants it strength and agility, possesses an exceptional ability to adapt to changing environmental conditions and move swiftly and skillfully in the prairies. This enables it to quickly evade potential dangers and enemies such as lions and wolves, and it always remains alert to face challenges and risks with strength, caution, and intelligence. The deer is the most beautiful creature that she does not consider its beauty as weakness or submission.
If that were to happen to the enchanting deer, she chose to be by its side. And in the end, "Who will tend to the wounded deer's wound at the end of the hunt?"