We chatted with the founders of stunning skincare brand Muri Lelu about their full-functional botanicals and powerful plant actives. Get familiar with the brand’s sensorial, ultra-effective hero products, now available at SHEN.
Brand name: Muri Lelu
Founders: Gilah Elul, Sarah Girgis and Muri Lelu.
Date founded: June 2020
Tell us about the origins of Muri Lelu and why you launched with two hero products?
Muri Lelu is on a mission to make the Organic Full Flower central to the beauty conversation.
The brand was launched in June 2020 by a diverse collective of life-long friends and family. First generation Americans with roots in France, Egypt, and Belize, we are women of different ages and skin types who wanted to celebrate our love of clean plant extracts.
When we first conceived of the brand, we were all in different stages of life and each had unique skin concerns. We were seeking high-performance solutions that worked, but were also easy and inspiring.
That’s how we arrived at our hero products: Bloomrise Sativa Serum for day and Mauvaise Herbe Indica Oil for night. Our two-step daily ritual harnesses the Organic Full Flower’s complete range of therapeutic compounds for maximum anti-inflammatory, antioxidant, and anti-aging benefits.
What’s Muri Lelu’s unique point of difference?
Simple: we unapologetically celebrate the Organic Full Flower as a whole plant, from the seed up. From our sourcing to our mood-elevating aromatherapy and education around the plant, we’re determined to shift the perception around this plant to bridge the gap with the luxury establishment.
Tell us about your best-in-class, full-functional botanicals, and anti-inflammatory ingredients.
Our hero ingredient is the Organic Full Flower, one of nature’s most potent anti-inflammatories which has been shown to have more oxidative qualities than either vitamin E or C.
Organic Full Flower works its plant magic on our skin by reducing swelling and puffiness, neutralizing free radicals, calming redness and rosacea, fighting breakouts and acne, maintaining barrier function and hydration, and treating the chronic inflammation that causes premature aging.
Beyond embracing full flower, our formulations are packed with clinically proven plant actives. Our hero products contain 23+ clean botanicals like Marula, Squalane, Rosehip, Baobab, Prickly Pear, Pomegranate and Watermelon Fruit Extracts to perfect the complexion.
Your packaging is so gorgeous and often the centerpiece of many vanities. Who is the Muri Lelu woman?
Thank you! We’re blushing. Muri Lelu was created for individuals of charisma, complexity, and discernment who actively pursue lives of curiosity.
The brand is shaped by our passions, interests, and commitment to celebrating the “hidden self” that lives within all of us. We are both excited by art, design, fashion, and travel, but also deeply appreciative of the beauty found in everyday acts… Our brand offers a moment with self for all those who feel the same way!
Every aspect of the Muri Lelu experience is so exquisite. Walk us through your aromatherapy journey.
Each hero product is infused with aromatherapy blends that were inspired by strains of the Organic Full Flower. Rich in Terpenes—the compounds that give the flowers their unique aromas—our blends were crafted by a perfumer in the Southwest of France to work as functional fragrances. They amplify hemp’s sensorial powers and support our central nervous system from the inside out.
Bloomrise Sativa Serum is bright, citrus-y, and infused with top notes of Bergamot, Geranium Rose, Lemongrass, and Juniper. It energizes and awakens the senses, making it perfect for morning application.
Mauvaise Herbe Indica Oil is herbaceous, with top notes of Black Pepper, Nutmeg, Clary Sage, and Petitgrain. It soothes the spirit, relaxes the mind, and grounds the body before bed.
Apply, inhale, and elevate to unlock full mood-enhancing benefits!
What are some of your favorite ways to use Bloomrise Sativa Serum and Mauvaise Herbe Indica Oil?
As part of a daily ritual! We love using them as intended — Bloomrise Sativa Serum in the morning and Mauvaise Herbe Indica Oil at night — because you don’t need much else to keep skin healthy and hydrated!
That said, a couple of fun beauty hacks… use Bloomrise as a primer before applying makeup, or add a few drops to cheekbones to boost highlight and illumination.
For dry types, a few drops of Mauvaise Herbe added to SPF gives a smoother application and eliminates flakiness or white cast.
Our oil is perfect for facial massage and gua sha (find a favorite tutorial here)... we even add Mauvaise Herbe to the ends of our hair for extra shine!
What is one surprising thing people might not know about the brand?
We celebrate Organic Full Flower to the fullest, but also believe it’s paramount to look and listen to the full realities of the plant’s politics. Our Higher Standard, which was created when we launched the brand, gives back to the communities impacted by the War on Drugs. We donate a portion of sales to legal organizations and mutual aid funds.
How do you feel about launching at SHEN?
Best word…UNREAL! We are local to the neighborhood and have been stopping by SHEN for years. Launching at SHEN has long been at the top of our vision boards, and now that we’re live, we can’t wait to connect with this amazing community of beauty lovers.
What can we expect from Muri Lelu in the future? Any exciting news you can share?
Lots of new flower-full surprises coming later this year! Our biggest launch yet for skin drops soon, and we’ll be expanding into broader wellness and lifestyle launches, too.