HI, WE ARE ANNELI & HELERI
Here at Ilu Hub, we elevate natural beauty with a scientific touch. Our belief extends beyond just clean and natural products; we blend the nurturing gifts of nature with the groundbreaking advances of science for truly exceptional skincare.
Our Philosophy At Ilu Hub
Here at Ilu Hub, our philosophy is centred around scientifically backed natural beauty solutions that are kind to your skin and the environment.
We believe that beauty is deeper than mere appearance and that true beauty lies in kindness towards the self, and others and in nurturing this beautiful blue planet of ours.
We are not separate from nature, we are an integral part of it. We can harness this relationship and oneness with the natural world by ensuring the products and things we put on and inside of our bodies are both ethical and clean. This is what you are guaranteed from every product and brand you find here at Ilu Hub.
But we don’t stop there, we take this philosophy a step further. All products we offer and everything we recommend are also backed by rigorous research and science so we know without a doubt that it does what it sets out to do and makes a real lasting difference to your skin and well-being.
In short, every brand and product here is loved by nature and certified by science.
That is the story of where we are now and what we stand for, but how did we get here and why the focus on organic and natural beauty? Let us share that with you.
The Birth of the Ilu hub
Sitting together in maths class in Estonia as teenagers, we, Ilu Hub owners, Anneli and Heleri always had a knack for making efficient work of equations. For some reason when solving mathematical problems together complex arithmetic became easier and things were just simpler to understand!
It is this same thread of working together to take what is complex or overwhelming and breaking it down into accessible pieces to make it more understandable that is the foundation upon which we built the Ilu Hub
While our journey together as business partners began with figuring out numbers and multiplications at school there is much more to the story of Ilu Hub so let’s continue with our story.
PLANTING A SEED
Meet Anneli
It was when working in a spa as a beauty therapist that the seed that grew into the Ilu Hub was planted in Anneli. Witnessing her client’s and her skin become so much healthier when using organic and plant-based products compared to typical cosmeceuticals was the catalyst that helped birth the brand you see today.
“Not content with just the anecdotal evidence I was seeing day to day with my clients, I wanted to know why these products seemed to work so much better. So began my deep dive into learning about plant product benefits while simultaneously understanding what chemicals and products we should avoid putting on the skin.”
“Once my eyes were opened to the natural beauty, I could no longer look away!”
“After completing my final thesis on organic certification and learning about greenwashing in the beauty industry I have only ever used organic and natural skincare since.”
“My philosophy has now developed to not only require the products I work with to be natural and organic, but intelligent too.”
What is meant by intelligent skincare?
With the range of different skin care concerns sometimes natural is not quite enough and clinical actives, such as vitamins and peptides, are required to see real change. Therefore when you receive a recommendation from us or purchase a product through the Ilu Hub we guarantee that every product comes backed by science too.
Every product on the site is meticulously researched and we wouldn’t recommend anything we don’t personally believe in or use ourselves.
In short, you can rest safe in the knowledge that your skincare is nothing but good for you.
RECONNECTING
Meet Heleri
So that’s the why behind plant-based organic skincare but when Heleri connected with old school friend, and equation solver, Anneli, after more than 10 years that the Ilu Hub started to blossom into what you see today.
“A trip to New Zealand in 2020 to reconnect with Anneli was the moment that got me hooked on organic skin products too.”
“As a busy marketing and web project expert, skincare was a necessity but thinking about what I put on my skin didn’t take up too much of my already busy schedule and precious mental space! Up until this point, I relied on expensive “French brands” of skincare from beauty stores, believing that the more I spent the better the quality of the product.”
“It took me a date with burnout and a move to Bali to start getting really conscious about all aspects of my life. While I was aware of the importance of what I fed my body inside, I realised I paid little attention to what I was feeding my body from the outside. Reconnecting with Anneli helped open my eyes to the green beauty world and educated me on the greenwashing that was rife in the beauty industry.”
Helping Others
In the mountains of New Zealand together we both started playing with the idea of how to help others like Heleri, who longed to live more consciously and choose products aligned with their values but had little time to do the research required to find the right products.
Where could people turn to for quality products if they could no longer trust big, or expensive brands?
How can someone without a background in the beauty industry find the knowledge they need to understand what is truly best for their skin?
What does the skin really need to thrive, and how does this translate into the products we use?
It was providing the answers to these questions that was our impetus to launch the Ilu Hub.
Ilu Hub is launched
Combining the deep knowledge and vast hands-on experience of Anneli, Ilu Hub’s skincare expert, with Heleri’s background in marketing and website solutions the equation of how to fix these problems was made simple – just like we were once again back in school working on a maths assignment.
Ilu Hub is now a place to find and purchase products you can trust.
It’s an accessible library of knowledge where you can learn more about your skin and what you are putting on it, in an easily understandable way.
It’s home to products that are not only natural and organic but backed by science (which we gladly share with you in a way you can easily grasp) so we, and you, know they make a difference.
Treatment vs knowledge
With her own treatment space in Wanaka, New Zealand Anneli draws constant inspiration from her clients and this treatment hub can be found on our sister site iluhub.co.nz
Think of this arm of our business as a space to relax, unwind and switch off.
However, we both wanted to share this inspiration, wisdom and experience with those overseas so they too could get the same results, insights and home-based treatments, so we created the iluhub.com.
Think of this space as more as our knowledge hub. A place where you can come to learn and purchase products that have passed our rigorous seal of approval.
This is the place to fill yourself with understanding about how your skin works, the science behind your skincare and what exactly you are putting on your skin.
Together we are constantly working on sharing more knowledge with the world and always looking for solutions so everyone can experience the very best in natural and organic skincare too.
Passion-Inspiration-Reconnection
Our manifesto here at Ilu Hub has always been passion | inspiration | reconnection.
Passionate about what we do and believe in.
Inspiring people with self-care and to age gracefully and
Reconnecting to nature by choosing natural, skin-loving products and being more in tune with your body.
MAKING SKINCARE EASIER TO UNDERSTAND
We are so grateful for the journey that has gotten us here and we are excited to share our passion for natural, organic skincare with you.
We look forward to the future and inspiring you to perhaps change your perspective on skincare by helping you reconnect with your body and make more conscious choices about what you choose to put on it.
Thank you for being part of our journey and we hope to demystify skincare so it becomes easier to understand and simpler to navigate than the maths you studied in school!
