And Just Like That: Saela is Here

There are some milestones in business that feel particularly significant. Today is one of them. After many months of conversations, formulations, testing, refining, designing, changing our minds and occasionally changing them back again, Saela is officially here.

When you spend a long time building something, particularly a physical product, so much of the work happens behind the scenes. You can spend months on something that ultimately results in a tiny adjustment to a formulation, a slightly different finish on a box or a decision to leave something out altogether.

Creating Saela

We set out to create something considered. Not an extensive range, but a small collection of products designed to work together and earn a permanent place in someone's routine.

It sounds simple but in practice, simplicity requires an enormous number of decisions. What belongs? What doesn't? Where does another ingredient genuinely improve the formulation? When is enough, enough? Does this product need to exist? Would we use it ourselves? Would we recommend it to the clients we've worked with for years?

Those questions have guided us throughout the process. 

The result is five products and one complete skincare system: The Capsule Collection.

Your Skincare Routine, Refined.

Built from two perspectives

Saela has also been shaped by the fact that there are two of us. Elke and I came to this business with different experience, different strengths and, occasionally, different opinions about how something should be done. That's been one of its greatest strengths.

Between us are years spent working with skin, clients, clinics, brands and businesses. But Saela hasn't simply been built from professional experience. It has been shaped by our lives outside of work too. We are women with full lives, families, children, businesses, friendships and responsibilities. All the things competing for the same finite amount of time and attention. We didn't want skincare to become another thing to manage.

Launching the brand

From here, Saela will be appearing in bathrooms and on bedside tables. It becomes part of morning routines and evening routines. Practitioners will introduce it to their clients. People we've never met will open a box we spent an unreasonable amount of time discussing.

Today marks the culmination of an enormous amount of work, but we've never thought of launch as the finish line. There's more work to do, decisions to be decided upon and refinements to be made. It is the start of a new chapter.

Thank you

There are many people who have contributed to getting Saela here. Our partners, our families, our team and the people who have generously offered their expertise, opinions and encouragement along the way.

And to those who have followed along before there was even a product to buy, joined our waitlist, become a Founding Partner, placed an early order or simply told someone about what we were building: thank you. We appreciate you.

Having people choose to be part of Saela is something we will never take for granted.

We are incredibly proud of what we've created, but mostly, we're excited that it's no longer our little secret.

Saela is here. Time to celebrate!