Shaking up the formulating game


Why your brand could benefit from breaking the mould and ditching standard cosmetic formulating

Inspired by her childhood in Kenya, biochemist Nausheen Qureshi created Elequra Skincare to break the pattern of cosmetic formulating.

Cosmetics Business catches up with her to find out how she plans to shake up the formulating game.

What inspired you to start the brand?

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I’ve always been fascinated by plants. My story started in Kenya and growing up I never knew what a plaster was as we used to use plants to heal cuts and grazes. It was pseudo science but I knew there had to be something behind it so I decided to study biochemistry and give the formulas some scientific proof and backing. Elequra is the result of ten years of experimenting and testing plants.


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