It was in one of her travels back to her native country, Ethiopia, the owner (Helen) realized there was a lack of affordable quality cosmetics in Africa. Helen frequently got requests from friends and relatives to send or bring back with her, high-end brand lipsticks. She began to notice the lack of accessibility to quality products and the ridiculous prices of quality name brand cosmetics during her visit. Being a natural problem solver, Helen decided to start her own Beauty line. She made it her mission to find out how and where quality makeup was being manufactured. She researched products and visited labs and traveled across the world to meet suppliers to create an affordable line of lipsticks without compromising on quality.
While Starting Helaz Beauty, Helen realized there is even a higher calling, Helen wanted to help young women in disadvantaged communities. She decided to use her beauty line and her technology background to create a platform that will empower girls and women through beauty, technology, and community to achieve their goals.
In partnership with a group of Ethiopian Diaspora high school girls, Helen helped found Berchie foundation https://berchie.org a non-profit that was established in 2019. To make a difference in the lives of the less privileged school girls in Ethiopia by providing them with the basic school supplies and necessities to attend school.
Helen lives in Maryland with her husband and two children. When she is not solving problems, she can be found playing soccer with her kids, running at the park near her home and most recently, learning Karate.