Asili Naturals LLC is a brand that stands for healthy skin, confidence and integrity. We believe that people should feel beautiful and confident in their own skin.
A S I L I definition- Swahili for origin, nature, natural
Asili Naturals Founder & CEO Trenise Watson has created homemade skin care products for years using fresh ingredients from her kitchen. She has had the pleasure of working with her Head Chemist, who has helped formulate her skin care products along the way.
Like anyone else, Trenise used to buy skin care products from commercial skin care brands, to treat her sensitive and combination skin. While using the products she often noticed that they would irritate and regularly dry out her face, leaving it to look dry and dull. This prompted her to begin reading the list of ingredients on her commercial-bought products. Which eventually drove her to conduct research on them, to figure out the meaning of each ingredient along with its benefits.
She found that the products she used on a regular basis contained harmful and synthetic chemicals that were too harsh for the skin. Aggressive ingredients such as (1) alcohols- used to stabilize products but cause dry skin (good and bad alcohols), (2) parabens- synthetic preservatives that alter the hormones in the body, (3) sulfates- cleansing and foaming agents that dries out the skin and depletes its natural oils, (4) harsh fragrances- that irritate the skin, and other harmful ingredients.
After extensive research, Trenise decided that it would be best if she made her own skin care products using only natural ingredients. She wanted to be in control of what she applied to her face, as the products she currently used were too harsh for her skin. She began researching how to make homemade facial cleansers, mask, scrubs, soap, moisturizers, etc. In addition, to experimenting in the kitchen, creating her own concoctions.
Her first facial mask was a banana and honey cleanser that she used everyday. She would create the batch and have Dr. Moe test it to make sure that it was formulated properly and then apply it to her face. Trenise received so many compliments on the condition and the glow of her skin. She said, "my family and friends would constantly ask me to make them batches of my homemade skin care products".
After years of trial and error and R&D she made a conscious decision to create an all natural skin care company using only fresh plant-based and cruelty-free ingredients. Trenise wanted to create a brand that used healthy and honest ingredients to improve and maintain the quality of the skin. In addition, create awareness about animal testing since she is against animal cruelty.
To date Asili Naturals is on Walmart.com, in 4 local retailers, featured on MSNBC, Fox 6 Wakeup and The Milwaukee Journal Sentinel.