Elijah Choo talks about putting eco luxury body care on the map

The brand was founded almost three years ago and is now sold in London's Fortnum & Mason

Almost three years ago, former graphic designer Elijah Choo founded Bodhi – an eco luxury beauty brand that would be “botanical, sustainable and ethical”. He talks to us about that journey.

What took you from graphic design to beauty?

Around six years ago I began working on a restoration project at a 16th century farmhouse. During this process, I came into contact with a lot of cleansing products and developed very dry skin, particularly on my hands. I tried a lot of products – including naturals – and none of them helped. I decided to then create my own line, which would combine my interest in high end products, fragrance and home made remedies.

Did you envision that Bodhi would tap into the men’s market?

Bodhi is unisex. The majority of natural skin care brands are targeted towards women, while products for men tend to be an afterthought. This is especially the case when it comes to bath and shower products. I wanted to avoid this sort of pigeonholing by creating fragrances that are very individual. We currently have seven bath and body care fragrances, which are all made using a complex blend of essential oils.

Is fragrance a key part of the brand?

Absolutely. Our body care fragrances are all complex and have top, heart and base notes. However, they’re not just there for the sake of it – they also work as synergistic blends and offer therapeutic benefits to the skin. The fragrances also change depending on the person’s body chemistry. Our Ylang-Ylang Incensa product for example, has been known to smell sweeter on women’s skin and muskier on men.

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