MURI LELU
BRAND LOVE ❥
with CO-Founder Gilah Elul
MURI LELU
Beauty & all things Beautiful
MURI LELU
Quote I love: "You wanna fly, you got to give up the shit that weighs you down." - from Song of Solomon, by Toni Morrison
Gilah Elul sharing her story~Starting her own brand, those curls and her Muri Lelu skincare routine
1. HOW IT STARTED?
Prior to launching Muri Lelu, I was working in beauty branding and advertisting at a boutique agency that worked with some of the most coveted brands in the world. The agency had found a niche in creating impactful go-to-market campaigns and building brands from scratch, and their clientele included fashion, beauty and lifestyle brands from both the startup and Fortune 500 sectors. I worked there for about 4 years, it was my first agency job and by the end of my time there I was overseeing the New York office as their VP of Creative Strategy. Some of our clients included CHANEL Beauty, Dr. Dennis Gross, Saie Beauty, Merit and Disney.
It was a whirlwind time and we were meeting and working with a lot of different founders and entreprenuers, the large majority of which were women. My boss, the agency's founder, was an amazing mentor to me and really put me in the position to grow exponentially during my time there. Ultimately, that growth, combined with meeting so many amazing founders and witnessing their drive up close, gave me the confidence to pursue launching our business!
2. THE PIVOT~ Muri Lelu Brand Story
Muri Lelu launched in the summer of 2020, and we were working on the brand for about 3 years prior, including during the peak of the pandemic. The brand was started by myself, my sister and another lifelong family friend of ours -- three first-generation Americans who span different cultures, ages and life journeys.
One thing the three of us shared: Throughout our lives, we’ve each experienced the extraordinary power of cannabis to heal. Our first-hand experience has shown us that this plant goes beyond a trend or taboo. It’s ability to relax the body and soothe the mind inspires people from all types of backgrounds to unite in community and conversation.
And now, ever-advancing scientific research is proving what we’ve known for millennia (or at least, as far back as Cleopatra) Cannabis is an all-in-one complexion perfector with unique potential to restore skin's natural health and radiance. A potent anti-inflammatory and antioxidant, cannabis works by calming, soothing, rebalancing and restoring skin. It reduces redness and puffiness, diminishes painful irritation, neutralizes free radical damage, regulates excess oil production, and treats the daily inflammation responsible for premature aging.
Whether you’re a believer like us (or maybe you’re just a little canna-curious) we invite you to elevate beyond your everyday and indulge in the magic of cannabis.
3. WORDS OF WISDOM? ( for someone wanting to start a brand)
Entrepreneurship can be a lonely and challenging road. It's important to stay committed, grateful and to recognize that every small win is another building block along the journey.
4. BEAUTY RITUALS?
MORNINGS~Before I work out, I'll just splash water on my face and add sunscreen. When I am done with my workout, I start the haircare & skincare routine. I am trying out new cleansers right now (including some top secret samples we're working on), but recently I have been loving Klur's Gentle Matter. Next I'll layer my Muri Lelu Bloomrise Sativa Serum and Mauvaise Herbe Indica Oil together which is a perfect combo for my dry skin. FOR HAIR~ I love using SKIMDO, which is a brilliant product that keeps my curls in tact for 4 or 5 days. Unreal and a game changer.
EVENINGS~ I cleanse and will alternate Moon Juice Acid Potion or a retinoid sample we've been working on (another shhhh). I just discovered EADEM Cloud Cushion moisturizer so I start with that and then layer my Mauviase Herbe Indica Oilas as a last step. I really make sure to inhale deeply and enjoy the cannabis aromatherapy. It's slightly spicy, woodsy and grounding. It relaxes me instantly and I feel much more primed for sound sleep once I've inhaled. I am by nature a night owl... but I also struggle with insomnia so I will take Deep Sleep CBD gummies by Rose Los Angeles. I swear these little guumies are magic~ I knock out instantly when I take them!
5. ZEN ZONE?
I can have moments of anxiety, depression and feel overwhelmed at times, but as much as we want to find quick fixes, I've found that the best things in my toolkit really are the simplest: outside time, movement, meditation, journaling, listening to music that soothes me and spending time with friends.
6. WHEN DO YOU FEEL THE MOST BEAUTIFUL?
When dancing to my favorite songs! Alone or with friends, or in a crowd full of people... I love connecting to the beat and music
7. THE THINGS THAT LIGHT YOU UP?
Travel will always be my number one source of inspiration. I'm an island gal, so anywhere warm where I can sink my toes in the sand . I love combining travel personas into a trip..for the first few days it’s a whirlwind adventure sightseeing and immersing myself in the culture, followed by a few final days of utter relaxation!
I'm also a big culture consumer, escaping into a book, article or podcast always sparks my creativity. Right now for podcasts I'm loving Talk Easy with Sam Fragoso, he's a brilliant interviewer and there's so much depth in the conversations he has.
Lastly, it's probably no surprise but... Cannabis really brings out my creativity and helps me have new insights. These days, I mostly roll up at home, by myself and wait for the inspiration to hit.
8. LOCAL SELFCARE GUIDE~ Beauty edition NYC
FACIALS~ I alternate between Crystal Greene Studio AND
Brooklyn Face & Eye (their facialist, Samantha Mims, is one of the best in the game)
HAIR~ I have been going to The Way for many years, a gorgeous Black-owned salon in the heart of Soho. I've had some of my most creative beauty moments with Illesha, the owner and lead stylist. She is patient, always up-to-date on the latest culture and hours in her chair just fly by.
NAILS ~ My go-to Marche Rue Dix in Brooklyn or Vanity Projects in Soho.
9. THE THINGS THAT SHAPE US ~
Identity integration has been a really important part of my personal journey. I'm a Black Jew, and grew up exposed and connected to both sides of my cultural heritage. I think when I was younger I didn't have the confidence or agency to explain my life experience to people who didn't understand it, which used to make me feel like an outsider. Now, I've come to regard the way my mother raised me to own, embrace and always represent all sides of me as something that empowers me and connects me to others.
10. CURRENTLY DAYDREAMING?
Of my next beach getaway~I am not a winter person... warm weather can't come fast enough. Jamaica has long been on my list, I can't believe I haven't made it there yet! Hopefully I'll find myself on the shores of its beaches in 2023...
As a Makeup Artist & Serum Addict~ I am in love with the silky texture and the grounding scent of these serums~
Denise~
MURI LELU~
A diverse collective who actively pursure a life of curiosity, the women of Muri Lelu are first-generation American with roots in France, Egypt and Belize. The founders of Muri Lelu are life-long family and friends committed to celebrating the "hidden self" that lives within all of us.
PLANT MAGIC ❥ HEMP FLOWERS ❥ RADIANT SKIN
