My Story, My Legacy to Share: A Journey of Natural Beauty and Wellness
A Childhood Surrounded by Nature
Hello, I’m Olena Laritelle, a 50-year-old mother of twins, Catherine and Elizabeth, and the founder of Nalu, an organic hair and skincare brand that is deeply rooted in my lifelong connection to nature. I was born in a small town house in Ukraine, surrounded by the quiet beauty of two expansive gardens—gardens that would unknowingly plant the seeds for my lifelong passion for clean, natural beauty.
Growing up in that little house, I was immersed in a world of vibrant flowers, fragrant herbs, and rich, fertile soil. These gardens were more than just places to grow food; they were magical realms where the air always seemed sweeter, and the colors of the plants seemed to hold the secrets of the earth. I spent my childhood wandering between the lush rows of greenery. It was in these gardens that I learned to truly appreciate the delicate balance of nature—the way each plant seemed to have its own rhythm, its own life force, its own gift to offer. This deep connection to nature is something that has stayed with me throughout my life.
A Journey Across Continents
After moving to the USA over 25 years ago, I carried with me the lessons from those gardens—the understanding that nature, when respected and nurtured, has the power to heal and transform. It’s this belief that inspired me to dedicate over 12 years to studying organic beauty formulations. Nalu is the culmination of that journey—a brand that proves you don’t have to sacrifice health for beauty.
In my own skincare routine, I use only two Nalu products—and that’s all I need. I don’t use anything else from the market. My skin speaks for itself, and I can honestly say that when you nourish your skin with pure, natural ingredients, it truly glows. My products are inspired by the same care and respect I had for those gardens, where everything was grown thoughtfully and organically, with love and attention to the rhythms of nature.
Laritelle: A Decade of Growth and Discovery
It all began with Laritelle, the brand I founded 10 years ago, which has been my foundation, my first love in the world of organic beauty. Over the past decade, Laritelle allowed me to learn, grow, and refine my understanding of what it means to create truly clean, effective beauty products. After nurturing Laritelle for 10 years, I felt the time had come to take the next step in my journey—enter Nalu.
Nalu is the “daughter” of Laritelle. It represents a new phase—one that’s more focused, more evolved, and even more aligned with my passion for organic, sustainable, and transformative beauty. Where Laritelle began my journey, Nalu now elevates it to new heights. It’s not just a beauty brand; it’s a mission. A mission to prove that nature’s powerful ingredients can be more than just effective—they can be luxurious, fashionable, and transformative.
Creating Nalu: A Vision for Pure Beauty
I created Nalu after years of frustration with the beauty industry, which often prioritizes trends and synthetic ingredients over health and purity. I wanted to prove that organic beauty could be as powerful, if not more so, than anything found on store shelves. With a deep passion for green living and years of research, certifications in organic skincare and aromatherapy, and a commitment to sustainability, I formulated Nalu to bring the magic of nature into your daily routine.
At Nalu, we use only the highest-quality organic ingredients, handpicked for their therapeutic properties. Our products are crafted by certified aromatherapists and hair loss practitioners, blending science and nature to create truly transformative formulas. Each ingredient is rigorously tested for purity and potency, ensuring that the beneficial compounds are present at the optimal levels for maximum effect.
Organic Beauty Can Be Trendy, Too
One of my biggest passions is showing that organic beauty can be both effective and stylish. Too often, the beauty industry suggests that natural, clean products are somehow less glamorous or less "on-trend." I’m here to prove that organic beauty can be both luxurious and fashionable. At Nalu, we blend the very best of nature with the most stylish and contemporary approaches to skincare and haircare. We embrace the power of natural ingredients while ensuring that our products feel modern, elegant, and indulgent. Beauty doesn’t have to be synthetic to be beautiful—it can be both natural and chic.
A Legacy of Healthy Beauty
We source our ingredients from certified organic farms, and when organic options aren’t available, we turn to wild-harvested plants, always ensuring ethical sourcing practices and sustainability. Our products are handmade in small batches in the USA to preserve freshness and quality, and we are proud to be cruelty-free, vegan, and free from GMOs, gluten, parabens, phthalates, and SLS. We also prioritize protecting the planet, using recyclable glass and BPA-free plastic containers.
Nalu is more than a beauty brand—it’s a legacy. It’s my way of showing my daughters—and everyone else—that healthy beauty is the new beauty. When you feed your hair and skin with nature’s best, the transformation is not just skin-deep—it’s a true awakening. I believe that, just as I once wandered through the magical gardens of my childhood, we can all reconnect with the natural world and experience the healing and beauty it has to offer.
At Nalu, we’re on a mission to remind you that healthy = new beauty.
With love,
Olena Laritelle
Founder, Nalu
