“We are here to empower women of all ages to embrace their natural beauty and feel confident in their own skin.’
Nafisa Afnan (Founder and Licensed Aesthetician & Cosmetologist, Earthy By Ellenza)
Creating a sense of comfort in one’s own skin can be a challenge, but for Nafisa Afnan, it’s a challenge with a solution. Her skincare brand, Earthy By Ellenza, revolves around this purpose – to make people feel comfortable in their own skin, with the help of luxurious and natural-ingredient products.
Nafisa hails from Mangalore and is a lawyer turned entrepreneur. Although she is a graduate from Alliance University with a degree in BBA LLB Business Law, her love for skincare made her defy societal norms and embark on her entrepreneurial journey at the age of 19 and incept Earthy By Ellenza in 2018, despite the pressure to pursue a stable career path. And Nafisa never looked back.
“My entrepreneurial journey is not just about fulfilling my dreams; it’s about empowering others, particularly women. Understanding the challenges many women face in the workplace, I chose to open doors for them in my company. Over time, ‘Earthy By Ellenza’ has evolved into a platform for empowering women. In our six years of journey, we have built a brand that redefines beauty standards,” explains Nafisa.
As the Founder and Licensed Aesthetician & Cosmetologist, Nafisa leads with innovation, continuous learning, and empowerment. She loves to spend time doing market research as she believes in constantly creating new products to meet evolving customer needs. She encourages her team to upgrade their skills and fosters an environment where employees feel comfortable putting their ideas to the table. While she makes business decisions, she involves the PR and Marketing team, along with taking inputs from employees, so that everyone stays on the same page. “My team understands the brand as much as I do. This helps us in making well-informed decisions that align with our overarching goals and values,” Nafisa shares with a smile.
A Power-Packed High-Performance Skincare Brand
While some people prioritise skin health, people’s attitudes and behaviours towards skincare can vary. Many people do not focus on skin health due to a lack of awareness about the importance of proper skin maintenance or because of many other reasons. That’s where Earthy By Ellenza comes into the picture.
Earthy By Ellenza is a plant-based, fruit-forward skincare brand powered by high-performance skincare through a holistic approach. It offers a range of skincare products like serums, toners, facewash, moisturisers, night creams, cleansers, sleeping masks and many other related products. With a dedicated focus on research and development, the formulation of each product addresses specific skin concerns. The brand’s commitment to ongoing learning and staying updated on industry trends enables it to meet market needs and stay competitive.
Nafisa explains, “We stand out in this fiercely competitive skincare industry by providing special facial treatments and products that genuinely work for everyone’s skincare journey. Our marketing approach involves a mix of people spreading the word and using social media, but our main focus is sharing stories of happy clients and their amazing skincare transformations. Our product line is special because they are both unique and easy to use and offer lightweight solutions for all kinds of skin needs.”
Earthy by Ellenza
Earthy By Ellenza mainly serves women, although it welcomes men too, as it believes skincare is for everyone. The brand understands the customer’s needs and preferences and provides personalised care. It has a team of creative and skilled professionals who stay on their toes to address clients’ queries and keep them updated with regular updates on products, to maintain trust and connection with them on their skincare journey.
“To keep growing and improving in the skincare industry, I focus on two fundamental factors. First and foremost, I make sure to keep learning by taking new courses and upgrading my skills. This helps me stay ahead in the field. As a tech-based skincare brand, we use advanced technology to effectively address skin issues. As we use cutting-edge technology, it allows us to offer top-notch services in Mangalore that are typically only found in metropolitan areas.
Second, networking is crucial for exploring new growth opportunities, therefore, I connect with industry peers and experts to stay in the loop for collaborations, expansions, and innovations. This helps us to understand growth prospects for Earthy By Ellenza and devise plans for its ongoing progress and success in the skincare industry,” mentions Nafisa.
What’s Next for Nafisa
It wasn’t easy for Nafisa to establish her brand, especially in a city like Mangalore that has a very traditional approach towards skin, where dermatologist visits are preferred over skincare brands.
In her words, the Founder explains, “Skincare is a very personal and trusting process. It was certainly a hurdle to convince people to invest time in their skin. Each skin’s needs are unique, and conveying this message while ensuring trust took us a lot of time. We overcame these obstacles with strategic marketing efforts to educate the audience about the brand’s unique offerings and the importance of personalised skincare.
The tallest trees evolve from seeds in the ground; the seeds are watered and nurtured well to patiently see them grow into giant trees. The seed that Nafisa sowed six years ago is growing at a fast pace. Today, she has positioned Earthy By Ellenza as a leading name in the skincare industry.
She looks forward to empowering women of all ages to embrace their natural beauty and feel confident in their own skin, without relying on makeup. Her long-term vision for the brand revolves around fostering a culture of self-care and self-love, where skincare becomes a journey of self-expression. “Through fruit-based skincare solutions, we aim to inspire women to prioritise their skin’s health and foster a positive relationship with themselves and their appearance,” adds Nafisa.
In the short span of her career, Nafisa has received several awards and recognitions. The Global Scholar Foundation honoured her with the ‘Bharatiya Nari Ratna Award’ to recognise her achievements. In 2022, she etched her name in the ‘Most Prominent Women Entrepreneur of the Year’ at the Business Mint’s 36th Nationwide Awards. Earthy By Ellenza has also won the title of ‘Most Prominent Skin Aesthetics Clinic of the Year 2022’ for making waves in the skincare industry.
Words of wisdom that inspire Nafisa on her journey to promote skincare in Mangalore are – ‘Beauty begins the moment you decide to be yourself.’ These words struck a chord with her and shaped the core message of Earthy By Ellenza.
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