Founder Story

Hello! I’m Isadora, and I'm the founder of Herlum. 

Before moving to London, I spent my childhood and early adult years in a tropical country, and some of the best memories of my life involve the natural world. As a child, one of my favourite things to do was pick the berries from two trees in my family’s garden – jaboticaba, and tamarind. They both have a sweet and tangy taste.

Being outdoors in nature, in the warmth and energy of my Latin American home, left me with a deeply rooted respect for our planet and our local communities. There are incredible, pure ingredients in Brazil and I wanted to share them with other people. 

I have worked in the international beauty industry for over a decade, and I worried about its impact on people and the environment. I wanted to make a positive contribution, and I believe that the best solution is to do things with simplicity, focusing on sustainability and clean ingredients. For me, that is what the beauty world urgently needs.

I was determined to create something derived from nature that was unique, comforting and elegant, and one that both me and my husband could wear. So for two years, I immersed myself in the art of scent-making. Together with a laboratory in Britain, we sourced the finest natural and ethically sourced ingredients from around the world to create beautiful scents and unisex formulas for Herlum. 

I hope you’ll love discovering our brand and products!

Isadora Belfort