Beauty Boss: Shrankhla Holecek, Founder and CEO of UMA
Shrankhla Holecek.
Our latest Beauty Boss is Shrankhla Holecek, Founder of UMA—a line of luxury beauty and wellness products that feature rare, precious botanicals grown in India and are centered around the 5,000-year-old wisdom of Ayurveda. Every ingredient in each product is cultivated with the utmost care and obsessively considered for its efficacy and holistic healing benefits for the skin, body, mind and spirit.
Raised in India, Holecek grew up immersed in the knowledge and cultural tradition of Ayurveda and holistic medicine. After moving to Beverly Hills for business school, she eventually decided to create a line of products with integrity that would do justice to her family’s heritage and extraordinary legacy of craftsmanship.
All of UMA’s botanicals are raised on their 100-acre meadow, which was selected for its nutritious soil. Dedicated caretakers select the finest seeds and nurse the plans through the growing season, making sure to harvest each plant a maximum of two times before replanting as this process ensures the purity and therapeutic benefits of the oils. The UMA estate has farmed and crafted some of the world’s finest organic oils for centuries, and secured the coveted role of trusted supplier to prestigious beauty brands including Tom Ford and Estée Lauder.
We chatted with Holecek, who shared the inspiration behind the brand, secrets for success, wellness tips, favorite beauty products, and much more.
When was UMA founded and what does the name mean?
UMA launched in 2016. Within Hindu mythology, UMA is the goddess of power, energy, nourishment, harmony, love, beauty, devotion and motherhood. However, our brand Uma was named after my dear aunt—a truly remarkable woman, who played an integral role in raising my sister and me. She was the most beautiful woman I’ve ever known, inside and out—and I hope to honor her with a brand that celebrates her generous spirit and indomitable sense of self. I never saw her wear makeup, and yet she looked radiant until the day she died.
What inspired the creation of the brand?
Interestingly, in large part it was because when I first moved to the U.S., I realized how Ayurveda and many Indian traditions were being misunderstood, almost bastardized by pandering to the ‘fringe’ elements that seemed to have more shock value. Everything seemed shrouded in mysticism and lore, as opposed to the highly scientific and proven (over thousands of years!) system of medicine that Ayurveda is. This general lack of understanding often gives Ayurveda a bad rap among those who seek an educated perspective on how Ayurveda creates results.
As an engineer, I really appreciate the value of good information that explains how something works before expecting people to adopt it. UMA is very focused on creating that solid base of education around the science behind our products (and for essential oils and Ayurveda in general) so thinking consumers can understand how and why it is having such a great impact on their skin, mind and bodies.
Also, I witnessed first-hand the plethora of low-quality/diluted essential oil products that inundated the market, and that customers were paying ridiculously high premiums for. There are few standards, and even fewer honest distributors, and most companies are buying unreliable essential oils from unreliable sources. Having grown up in a family that has farmed and manufactured essential oils for generations (guaranteeing the ultimate purity), I really believed that our 100% organic, straight from the source oils would be an excellent fit for consumers who want (and deserve!) nothing but the best.
And finally, I wanted to bring to our customers the interpretation of luxury that I had grown up with—the investment of time. Luxury isn’t about slapping a fancy label on something to create the perception of value— it’s truly about investing the time, effort and care that it takes to create the world’s highest-quality products. All our products are always handcrafted, and in small batches, with extreme care taken to formulate and package everything right.
Most importantly, the Uma regimen was created around giving yourself the ultimate luxury: time. We request that you spend a few minutes following the 6-step wellness oil ritual in full, and give yourself a lovely facial massage every time you use our face oils. To me that is the age-old idea of luxury we practice in India, and I wanted to bring that to the world through UMA.
UMA is a line of luxury beauty and wellness products that feature rare, precious botanicals grown in India and are centered around the 5,000-year-old wisdom of Ayurveda.
Does UMA have a hero product?
I'd say our Absolute Anti Aging Face Oil and Absolute Anti Aging Body Oil are cult favorites worldwide.
What are your favorite products from the brand?
It does change from time to time. I'll admit—currently I'm really using our Absolute Anti Aging Gommage Cleanser and Face Mask regularly. I also love our Deeply Clarifying Spot Treatment as its results are so dramatic!
Where are UMA products sold?
Our website, luxury spas like the Beverly Hills Hotel, Pelican, select Four Seasons and Belmond properties, as well as luxury retailers like Neiman Marcus, Saks, Cult Beauty, etc.
Future plans for the brand?
We feel so honored and humbled by the reception of UMA’s integrative beauty and wellness philosophy, as well as a more mainstream adoption of our Ayurvedic heritage overall—and I believe that our natural evolution is to take that to the next level. Wellness, rituals, more Ayurvedic skincare staples—all of these should transcend ‘fad’ status—and become a true part of lifestyle function—like working out. I believe this will require ongoing education—written and live, thoughtful collaborations, taking UMA and our philosophy to the right retail partners.
And last but not least, finding the perfect, trusted, and revered evangelists who can speak to Ayurveda and UMA with credibility. Accordingly, we are focusing on these relationships, and launching products that will seamlessly, but surely, improve balance and well-being.
Who inspires you?
I’m very inspired by multi-dimensional accomplishment—being exceptional at what you do, while also being a kickass human being, and finding real ways to inspire those around you. For instance, I think Sheryl Sandberg has done a lot for women in the professional space apart from having a significant fingerprint on where Facebook is today as a commercial success. Serena Williams inspires me for her indomitable spirit and perseverance. Coco Chanel inspires me for creating a brand of elegance that will transcend time and remain authentic to its mission. Fortunately, there's a lot of really cool women (and men!) to draw inspiration from - while remaining original and forging new paths!
Every ingredient in each product is cultivated with the utmost care and obsessively considered for its efficacy and holistic healing benefits for the skin, body, mind and spirit.
Secret to success?
Knowing yourself and staying true to yourself and what you're doing (for example, the brand you're building) are important elements not just to garner success, but also enjoy the journey as well as the success when you get there.
Beauty secrets?
I think beauty is authenticity, it’s simplicity, it's balance, it's happiness. I was raised emphatically with the belief system that your best skin, best hair, best body come from balance (in your skin care, diet, lifestyle and mindset) rather than 20-step skincare rituals or three blow-drys a week.
So accordingly, I believe in keeping beauty rituals (and life and thoughts!) uncomplicated, honest and natural. Whether it’s going back to using simply a washcloth and warm water for facial cleansing, or going to bed every night not ruminating over the day that passed—incredible beauty will find you, and stay with you through this practice of simplicity in your thoughts and actions.
Wellness tips?
I'm a huge fan of a daily detox, so I use a tongue scraper every morning and try to dry brush and drink a warm cup of lemon water to start my mornings!
I think self-massages can have a profound impact on your mental and physical well-being. I try to have a wind down routine that involves a shower and self-massage, oiling my feet with one of our wellness oils, as well as using our navel oils before bed.
Best advice?
Knowing when “feedback” (which I’m a huge fan of since my consulting days) can actually be destructive. In the lead up to UMA launch, I was told things like, “Glass bottles would never be kosher for mainstream cosmetics” or “UMA blends are too ethnic smelling, considering something more contemporary like Chanel” or “Lose the smell.” I remember being in agony over the fact that UMA won’t work (as I knew I wouldn’t make any of those suggested changes) but went for it anyway. Many of those characteristics are now the cornerstone USPs for the brand.
How do you like to relax?
I love reading good fiction or drinking a great glass of red wine to wind down in the evening. I also believe that traveling can be deeply restorative. Whenever I can, I love integrating a massage or acupuncture into my self-care routine.
For more information, visit UMA’s website and follow on Instagram: @umaoils
[Images courtesy of UMA]
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