My mission is to give women the confidence to show off their skin and hair as it changes with age, using natural and vegan products made from 100% pure plant oils. It is important to me that all women feel like they are being heard, understood and represented, which is why Sofia Latif™ is designed for women of all skin tones.
In my late 20s my skin became hypersensitive and I developed stress eczema during a very challenging period of my life – my father was terminally ill and the stress was showing on my skin. Nothing helped to ease the sensitivity, and prescribed medication was not the solution for me – I didn’t want to compromise the strength of my skin by using hydrocortisone. There were no products on the market which seemed to help alleviate the sensitivity, or stop my skin from relapsing and developing eczema.
That is when I started to use oils again, inspired by my Indian heritage. My Mum had used sweet almond oil on my skin as a child, and that is the first oil I used to calm my skin from the eczema. Pai’s rosehip oil was also another saviour at that time. Once I had rediscovered oils and started to see my skin become healthier and healthier, I started to research and find oils which could help me tackle issues specific to South Asian/Indian skin, which wasn’t being catered for in the 90s or even now … scarring, patchy skin tone, hyperpigmentation, and sensitivity which rules out the use of retinol or acids or vitamin C. I was also on the hunt for that elusive foundation which would make my skin look like my skin, but better. Unfortunately, nothing matched or worked, so instead I worked to make my own skin look better. I tested and trialled all the blends on myself over the course of 15 years, until I was happy with the results, and my skincare line – Sofia Latif™ – was born. A brand which celebrates every skin colour, skin tone, and hair type, so that no one feels left out of the conversation.
Everything I have done has brought me to where I am today… my BSc Hons in Biological Sciences cemented my understanding of the human body; 20 years of working in advertising and marketing fuelled my desire to create a brand with a greater purpose than just profits; a Postgraduate Diploma in Corporate Social Responsibility showed me how businesses can have a social purpose too; and working for an NGO in Uganda let me see first-hand how women, when empowered to work, can support not just themselves but also their families and communities. I was inspired to bring all of this together to create a brand that is more than an award-winning skincare and wellbeing range – it is a purposeful and inclusive business that makes a real difference to lives.
I still have sensitive skin and stressful times, but rarely have a reaction to products or get stress eczema. Lifestyle changes, my outlook, and my skincare routine have all helped. My skincare routine has become a ritual, which includes a face massage using my face and eye oils – a mini-meditation at the end of every day, before bed. And now I get to share my passion and lifestyle approach with you, so that you can also feel comfortable and confident in your skin. I know you will love using our products as much as I do, and your own journey to healthy and radiant skin.
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