How one woman's COVID-19 reflection sparked a skincare
revolution rooted in heritage and community empowerment. In a world where
beauty standards are often dictated by unrealistic expectations and harmful
chemicals lurking in everyday products, Nuraan Devajee saw an opportunity to
create something different. During the uncertain times of COVID-19, while many
were questioning their careers and life choices, Nuraan made a bold decision
that would transform not just her own life, but the lives of countless women
across South Africa.
With over 15 years of experience in the beauty industry,
working for well-known international brands, Nuraan had seen it all. She had
serviced customers from all walks of life, understanding their needs, desires,
and the pressures they faced to conform to beauty standards. But when COVID-19
forced retail stores to close and physical interactions ceased, something
profound happened.
"I took a step back and asked myself: do people
actually need all these products on a daily basis? Do they need to spend that
type of money on skincare just to make themselves feel self-worthy?"
Nuraan reflects on that pivotal moment that would eventually lead to the birth
of Haylur Organics.
The answer came from an unexpected place – her childhood
memories and the wisdom passed down from her grandmother. The natural remedies,
the traditional approaches to skincare and wellness that had been part of her
upbringing suddenly felt more relevant than ever.
"All the rituals and things that I've learned from my
granny always stayed with me since I was a child," Nuraan explains.
"I've always kept to the natural way of doing things – the way my granny
did things, the way my mother basically nurtured me."
Combining this ancestral knowledge with her professional
expertise in cosmetics and beauty therapy, Nuraan embarked on extensive
research and took online courses to learn product formulation. The result? A
glow oil created right in her kitchen that would become the cornerstone of
Haylur Organics.
The first product wasn't born from a business plan – it was
born from necessity. Nuraan suffers from eczema, and her homemade formulation
helped manage her condition. When she shared it with close friends and family,
the feedback was overwhelmingly positive.
"When it helped me, I wanted to share it with a lot of
people. I didn't actually think of starting a business – I just wanted to help
people because that's ultimately what I do," she shares.
What started as bottles sold "for next to nothing"
quickly gained traction. Friends encouraged her to commercialize the product,
and before she knew it, Haylur Organics was born. Three years later, the
company is thriving and making a real impact in the South African beauty
landscape.
The name "Haylur" itself tells a story of
innovation and authenticity. As Nuraan explains, it's a word she created that
means "plant lover" – combining Urdu roots with American slang. The
"Hey" references the hemp seed oil that's a key ingredient in many of
their products, while "lur" means lover. It's a name that perfectly
encapsulates the brand's plant-based philosophy and passion for natural
ingredients.
What sets Haylur Organics apart isn't just its organic formulations – it's the community-focused approach that drives everything they do. Based in Epping Industrial, the company operates on a simple but powerful principle: "beauty is a collective."
Nuraan's vision extends far beyond selling skincare products. She's created a platform that supports small businesses, particularly nail salons and beauty therapists who struggled during COVID-19. By providing these businesses with access to clean, natural products, she's building an ecosystem where wellness and sustainability coexist.
"I approach building the brand as helping women become
independent with our products," she explains. "We give smaller
businesses access to clean beauty and natural products, which helps them and
the consumer at the end of the day."
In an industry often criticized for promoting unrealistic
standards, Haylur Organics takes a refreshingly different approach. The brand
focuses on educating women about overconsumption and teaching them to
understand their skin's natural rhythms.
"I teach women the rhythm of the skin, the rhythm of
the body, the rhythm of the everyday lifestyle," Nuraan says. "We try
to instil in women that it's okay not to be perfect. Your perfection – the
image you received from God above – that is who you are."
This philosophy challenges the conventional beauty narrative
that suggests women need countless products to feel worthy. Instead, Haylur
Organics promotes the idea that true beauty comes from caring for yourself and
others authentically.
The company's commitment goes beyond individual beauty
routines. By choosing organic farming and ingredients grown without harmful
chemicals, Haylur Organics protects both consumers and the environment. This
creates a positive chain reaction – supporting local farmers, promoting
sustainable practices, and offering healthier alternatives to conventional
products.
"When we choose cosmetics powered by organic farming,
we're not only protecting the environment, but we're protecting ourselves and
those around us as well," Nuraan emphasizes.
As Haylur Organics looks ahead, Nuraan's vision is clear:
she wants to create "a place of safety where you can come to us with all
your imperfections." The brand represents more than skincare – it's a
movement that reminds us that beauty is more than skin deep and is rooted in how
we care for people and our land.
For those inspired by this journey and wanting to join the
"Haylur Babes" community, the products are available through their
website at haylurorganics.co.za, on social media platforms, at local salons,
and on Takealot.
Nuraan Devajee's story is a testament to the power of
authentic entrepreneurship. By staying true to her roots, listening to her
community, and refusing to compromise on her values, she's built something that
transcends business – a movement that empowers women, supports local economies,
and promotes environmental responsibility.
In a world that often prioritizes profit over purpose, Haylur
Organics stands as a beacon of what's possible when business is done with
heart, heritage, and hope for a better future.
To learn more about
Haylur Organics and their transformative products, visit haylurorganics.co.za
or follow them on Instagram and Facebook @HaylurOrganics.
Written by: Jasnine Roberts
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