Helwé Skincare, Beauty Rooted in Nature, Perfected by Science

In a world where beauty trends come and go, one philosophy has been quietly redefining skincare: clean beauty rooted in science and nature.

Helwé Natural Skincare, founded by pharmacist Dr. Josiane Riachi and her daughter Laetitia, invites people to care for their skin the way they care for their overall well-being — gently, mindfully, and effectively.

“Helwé,” meaning beautiful or sweet in Arabic, draws inspiration from the crystalline springs of Mount Lebanon that feed the founders’ hometown of “Helwé”. What began as a pharmacist’s passion project in 2020 soon evolved into an international skincare brand that merges between scientific rigor and Lebanese authenticity. In 2022, her daughter Laetitia joined Dr. Josiane, steering the business with modern energy and spirit.

Together, the mother-daughter duo built Helwé into a symbol of conscious beauty that meets the international standards.

Clean Beauty with a Purpose

At the heart of Helwé’s philosophy lies the conviction that true beauty reflects wellness. Each product is crafted to respect both skin and planet: non-toxic, cruelty-free, and free from parabens, sulfates, and alcohol.

Yet Helwé’s innovation lies in what it includes, not merely what it excludes. The brand’s formulas combine clinically proven actives like bakuchiol, ferulic acid, and hyaluronic acid with plant hydrosols such as chamomile, lavender, and rose — soothing blends that calm, treat, and rejuvenate.Committed to sustainability, Helwé supports local farmers, uses recyclable packaging, and has launched a bottle-return program to encourage circular consumption and environmental awareness.

Skincare as a Daily Ritual

Helwé promotes a three-step “layering” ritual that transforms daily skincare into an act of self-care:

Double Cleansing : Remove makeup and impurities with a gentle oil, followed by a hydrating mist to refresh and rebalance the skin.

Gentle Exfoliation: Use mild fruit acids to renew cells, refine texture, and enhance radiance.

Care: Apply serums rich in antioxidants and targeted actives, then seal in hydration with nourishing creams and occasional masks for an instant revitalizing boost.

Helwé’s message is simple yet powerful: radiant skin is a reflection of harmony — between nature, science, and self. With every formula, the brand encourages individuals to slow down, care intentionally, and rediscover confidence in their natural beauty.

You can also check out: Bella Hadid's Viral Wellness Ritual Sparks Internet Debate.

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