Beauty Boss: Natalia Bednarek, Co-Founder of HERLA

Natalia Bednarek.

Our latest Beauty Boss is Natalia Bednarek, Co-Founder of HERLA—a natural skincare brand that she created with her grandmother Krystyna, a successful entrepreneur and world traveler who is passionate about beauty, nature, and science. Throughout the years, Krystyna discovered different beauty and skincare techniques practiced by women in other countries and cultures, many which have been passed down through multiple generations. Inspired by different local traditions, innovations, and botanical ingredients, Krystyna brought her knowledge back home to share with her granddaughter, and together they have built a beauty brand to share those beauty secrets with consumers around the world.

Krystyna oversees the manufacturing of HERLA’s products and ingredient sourcing, and leads the family-owned lab in Poland, while Natalia runs the company’s marketing and e-commerce in New York. The grandmother-granddaughter duo are also avid supporters of female empowerment and are committed to primarily employing women at their lab to support their growth.

Natalia also hosts HERtalk, a series on Instagram Live where she interviews a variety of experts and icons in the industry to talk all things beauty. Check out Spa & Beauty Today’s recent appearance on HERtalk, where our co-founder Kamala Kirk discussed the current state of the spa industry, the hottest wellness trends, and more. Click here to view.

We chatted with Natalia, who shared the inspiration behind the brand, her favorite products, beauty and wellness tips, and more. 

When was HERLA founded? What does the name mean?

HERLA launched in March 2019 and we recently celebrated our first year in the beauty business. I created the brand with my grandmother with a goal to democratize natural skin care and leverage beauty secrets of women around the world. We’re a brand created by women for women, leaning heavily into female empowerment. The name HERLA came from the pronoun “HER.” We wanted to create a brand that caters to all women—of different ages, skin types, skin concerns, and different ethnicities. “LA” adds some lightness to it. 

What inspired the creation of the brand?

HERLA was inspired by my grandmother’s travels. My grandmother, Krystyna, has been traveling around the world for many years with a passion for nature and beauty. She loves to explore different cultures and has always been curious about the lifestyles of women in different countries. Over many years of traveling, she explored ingredients and techniques that women around the world developed to take care of their skin. Oftentimes, these beauty secrets had been passed down from generations of women, just as my grandmother brought them home to share with me. This is the foundation of our formulations.

Does HERLA have a hero product?

Yes, we have two hero products: Illuminating Body Oil and Rejuvenating Super Lift Cream with 24k Gold. Both are a part of our signature collection Gold Supreme, which is very much what HERLA is known for.

What are your favorite products from the brand?

Definitely the Illuminating Body Oil—it’s perfect for the summer and gives you a nice, shimmery glow. I apply it every day. It moisturizes my entire body and makes me feel luxurious.

Where are your products sold?

Our products are available at macys.com and on our website. Two of our products—the Illuminating Body Oil and Lifting and Revitalizing Serum—are sold in Soft Surroundings stores and catalogs. We also have some products available on Amazon.

Future plans for the brand?

This year we’re focused on building brand awareness. The beauty category is a crowded space, and we want to make an impact and connect with consumers in meaningful ways. We’re planning to strategically expand into boutique spas and connect with aestheticians. We’re building our community and brand ambassadors. 

We also want to change a common perception that if a product is clean and natural, it isn’t effective. Our products are dermatologist-tested and have performed very well in consumer in-use studies. This fall we’ll be running clinicals on our top sellers, which will build consumer trust even more. Our long-term goal is to become the number one best-selling natural skincare brand in the United States.

HERLA Gold Supreme Illuminating Body Oil ($50) is a lightweight and fast-absorbing body oil that moisturizes and gives skin a shimmery glow.

What inspires you?

I’m inspired by everything around me, but first and foremost, people that I interact with. I value a variety of perspectives and I like when people challenge me. My mentors and my team at HERLA inspire me every day.

Secret to success?

Tenacity and staying positive. I believe if you truly believe in something you can make it happen. We often get lost and fearful when faced with challenges or when something doesn’t go as planned. That’s why staying focused and having clear goals is really important. Also, the support you get from your friends, family, and your team is invaluable.

Beauty secrets?

I learned all my beauty secrets from my grandmother, who is a wonderful resource for everything related to beauty and skin care. I’ve been sharing some of them on our Instagram by creating video tutorials. One of my favorite beauty secrets is the champagne trick combined with our 24k Gold Super Lift Cream. You soak a cotton pad in champagne and apply it on your skin (as if you were applying an essence), followed by HERLA’s 24k Gold Moisturizer. Champagne detoxifies your skin with antioxidants, and the acids make skin look brighter and even its tone. I love it because it’s a fun and simple face treatment that makes your skin party-ready! 

Wellness tips?

Invest in a hot tub. We received one from my grandmother as a wedding gift and it has been a life-saver, especially during the pandemic. It’s a great way to clear your mind, relax, and be alone with yourself. It helps relieve stress and tension after a busy day and gives me something to look forward to.

Best advice?

Keep calm and carry on.

Favorite ways to relax?

I like to watch shows like “Suits” or “House” and eat ice cream. It’s so simple, but it gives me so much joy. 

For more information, visit herlabeauty.com and follow on Instagram: @herlabeauty

[Images courtesy of HERLA]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk