Skincare products from Milton Keynes mum who discovered 'miracle' cure for eczema go on sale in our new Harrods store today
A desperate mum who watched one of her twin babies scratch his eczema until he bled is debuting her skincare range in Harrod's biggest beauty store.
Qualified pharmacist Shalom Lloyd developed her own Naturally Tribal skincare range after experimenting in her kitchen to make remedies for her son Joshua.
Unable to bear the idea of smothering his sensitive new skin with chemical emollients and steroids, she used high quality shea butter as a main base and added all natural ingredients.
She stumbled across the right formulation and, within three days of application, Joshua’s skin was clear.
That was in 2014, and since then Shalom has developed a range of products, all using shea butter and natural products, mainly sourced from Africa, as their base.
Today, with the opening of Harrod's massive H Beauty store at the centre:mk, all her hard work has been rewarded with a 'kitchen to kingdom' happy ending.
Her Imperfectly Perfect range has been selected to represent the H Beauty Born & Bred section - and is already predicted to be a sellout success.
"When you think about it, what we put on ourselves, and our families skin, should be just as important as what we eat," said Shalom, who looked to her African heritage for inspiration, recalling recipes containing all natural ingredients, which have been used in Africa for generations
After the initial experiments in her kitchen, she developed a whole range of body care products specialising in sensitive skin. Already the range has won awards for being natural, vegan and cruelty-free.
"Sourcing the right high quality and premium natural ingredients is the key," said Shalom. "The search led us to the Kingdom of Essan, Niger State, Nigeria from where our high grade shea butter ingredient is sourced.
"Today, our business goes beyond the Naturally Tribal range of skincare products and now gives us the chance to make a real difference, improving the lives of women in Africa who make the high grade Shea used in our products."
During 2020 NaturallyTribal Skincare opened a factory in Essan and it currently employs 20 women.
Shalom is thrilled her brand is making its debut as part of the line-up in H Beauty's Born & Bred section, which is a collective of local and up and coming brands H Beauty is seeking to support ,because theri values directly connect with Harrods' own.
The Naturally Tribal is a brand has established itself based on its three core pillars - Efficacy, Planet Hugging and Ethical Sourcing.
"Historically people associate the word tribe with negativity, segregation and otherness. Instead the skincare brand is building a diverse tribe of people of all backgrounds connected by these three pillars," said Shalom, whose ethos is built on valuing healthy, ethical, and sustainable living, with simplicity and transparency whilst maintaining luxury.
“Being part of the H beauty family in our hometown, Milton Keynes, is special. 2020 and the start of 2021 was an extremely difficult year for everyone – financially, emotionally, physically and mentally however, during these unprecedented times, we kept busy, continued to grow, evolve and focused on doing what is right.
" We know we have great products that work, a fantastic story and we are built on incredibly strong values. We know that we are a company that is diverse. So, being part of the H beauty Milton Keynes Born & Bred line up is something to be extremely proud of.
"This wonderful milestone brings my proud dual British and African heritage to life. I talk about my ‘kitchen to kingdom’ journey and can now proudly talk about our product journey from ‘The Kingdom of Essan to Harrods’ - This is a big deal for the Essan community”.
For more details of products see www.naturallytribalskincare.com .