Noella Gabriel: From Unexpected Journey to Building a Lasting Brand

The Journey of a Visionary

For Noella Gabriel, the cofounder of Elemis, the journey began with something as simple as breathing. During an insightful conversation at the annual DISCOVER TRENDx FN x Beauty Inc Women in Power event, Gabriel shared her experiences with Beauty Inc editor in chief Jenny B. Fine. Their discussion covered her career path, her early interest in wellness, the importance of skin health, and the creation of a brand that has made a lasting impact.

Gabriel's initial aspirations were to become a professional singer. However, life took an unexpected turn when she lost both of her parents at the age of 20. This tragic event forced her to reevaluate her future. In the midst of this change, she found herself drawn back to the concept of breathing, a practice deeply rooted in her musical training.

"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 explained. "They believe that the breath sings a voice. They believe [you need to] get out of the way of the breath and let it flow and let your body soften and let magic happen....There was a curiosity around that subject that had never left to this day. It's no accident that every Elemis treatment starts with abdominal breathing."

Before founding Elemis, Gabriel ventured into the wellness world alongside her sister by opening a health food shop called Acorn. This was a time when such concepts were ahead of their time. From there, she continued to learn and grow, training in nutrition, skincare, and aromatherapy. This knowledge eventually led her to manage the beauty department at Harvey Nichols.

While her career was on the rise, a pivotal moment came one Thursday evening when she received a phone call from an investor. This call led her to take a pay cut to join a small venture that would later become the iconic beauty brand, Elemis.

"It wasn't about the money," she said. "It was about finding something that I could put all of that skill set into and lead in that creative space."

During this time, Gabriel was also introduced to the many benefits of essential oils for aches, pains, stress, and detoxification. This concept, which was once novel, has now become a staple in the wellness world. It inspired the initial mission for Elemis.

"For me, that was the beginning of starting, just planting the seed of doing skincare very differently," Gabriel said. "This is going to be a lifestyle brand that we're really going to listen. We want to listen to you as a brand. We want to spend time with you, engage with you."

She continued: "We launched a big concept, and we were very bold. [Some] may say we were naive and we were young, but for me, a lifestyle brand means that I believe every one of you, and this is scary, 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."

Over the years, Elemis has gained significant popularity, particularly for its Pro-Collagen Cleansing Balm, priced at $72. Gabriel credits much of the brand's success to her alignment with her cofounders.

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

Gabriel's journey highlights the power of resilience, innovation, and a deep commitment to wellness. Her story serves as an inspiration to many, showing that with passion and dedication, one can create a brand that not only thrives but also makes a meaningful impact.