A Bit About Me and My Why

Simplified skincare for bold women who want to show off their skin with confidence

My mission is to give women the confidence to show off their skin and hair as these change with age, using natural and vegan products made from 100% pure plant oils. I want to be the antidote to the anti-ageing mantra that is thrust on us from all sides.

In my late 20s my skin became hypersensitive and I developed stress eczema during a very challenging period of my life. 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 and my Mum, who used sweet almond oil on my skin as a child. My love affair with seed and flower oils flourished, as did the health and strength of my skin. They were helping to tackle other issues too – scarring, patchy skin tone, hyperpigmentation – common to darker skin tones. My skin sensitivity ruled out the use of retinol or acids or vitamin C treatments. 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 real skin and raw beauty.

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 have completed my Level 2 BABTAC Introduction to Facials course, and am now also trained in Gua sha facials, and continue to build on my skincare knowledge and knowhow. 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 love being a part of your journey to healthy and radiant skin.

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