helwé is a range of natural skincare products, founded by Josiane Riachi, a Doctor of Pharmacy.
The range bears the name of a Lebanese village by the Mediterranean Sea.
Josiane Riachi is a Doctor of Pharmacy and graduate of the University of Paris V René Descartes. In the early 1990s, she defended a dissertation on the topic of retinoic acid and its effects on skin aging. But a few years later, she settled back in her home country, Lebanon.
Even though she worked in a different industry for years, Josiane remained passionated about cosmetics and aware of all advancements in the field of dermatology to better take care of her own skin. Her dream, from the start, was to one day create her own range of skincare products.
During the Lebanese Revolution in October and November of 2019, Josiane, seized by patriotic fervor, thought that she could create her own range of cosmetics products and thus support national production. She thus started taking multiple training courses in natural cosmetics.
When the lockdown started in March 2020, Josiane decided to settle in her house in Helweh. For three months, Josiane lived in symbiosis with nature, contemplating the vastness of the sea and the beauty of the coastline and the surrounding hills. Pacing up and down this Mediterranean landscape, Josiane noticed the countless plants and flowers that are a source of macerates and hydrosols used in cosmetics products. She decided to purchase some from local producers and even plant some in her own garden. In short order, she turned a room facing the sea in her house into a laboratory and started producing.
“helwé” means “beautiful” or “sweet” in the Arabic language, which refers to the cool freshwater sources originating from Mount Lebanon that flow into Helweh’s shore. Josiane aspires to make the skins of her clients as beautiful and sweet as Helweh’s waters.
In 2022, her daughter Laetitia, decided to join the adventure. Laetitia has a business background and had previously founded a startup in France. She partnered with her mom to help her to structure and develop the business. Together, they form an ideal and complete partnership.
Our mission is to provide the world with a safe and highly effective range of natural skincare products. We want to help everyone make a better choice for their wellness and the planet.
Our products are made of natural ingredients with advanced and clinically-proven efficacy. We elaborate skincare routines for every type of skin and concern. Our concept is based on the layering, which we believe is the best way to maintain a healthy and glowing skin.
Since the beginning, we are committed to social responsibility and sustainability. We encourage Lebanese producers by locally-sourcing most of our ingredients from the Mediterranean region and by packaging our products in recyclable and refillable materials.
Our three core values are:
First, we are committed to provide our clients with highly effective natural products that Josiane, Dr. in Pharmacy, created, combining a large quantity of active ingredients and using only the finest plants and botanicals, carefully chosen for their efficacy.
Josiane's formulations are science-based and backed by research. She only used advanced, clinically proven ingredients balanced with plant-based ingredients for non-irritating and effective formulas. On top of having highly performant products, Josiane's concept - the layering - helps target skin concerns in a more effective way.
2. Natural from the Mediterranean region
Second, we are committed to locally-source our ingredients from a rich Mediterranean land, produce and package our products in the most sustainable way. Our ingredients are natural, and our products are toxin-free and cruelty-free.
3. Culture of wellness
Third, we help our clients build a culture of wellness at home. Our approach is holistic: we share our knowledge and expertise while encouraging them to embark upon a wellness journey.