And on some of her toughest days at work, Sarah would escape in her lunch-hour to the local beauty counters. Just to browse the skincare, and soak up the loveliness for a while, before launching back into the fray. The ritual of applying a beautiful lotion was a little act of self-care in an often frantic life.

Mid-career, Sarah decided it was time for a change. With an equally busy husband, and three young children, she knew she didn’t want to be a lawyer for another 20 years. She wanted to build something of her own. And what really fired her soul, more than anything, was the prospect of creating her own skincare brand.  

Sarah had long-imagined what her own brand would be like. Natural and ethical, first and foremost. But also luxurious, elegant and glamorous. She wanted to recapture that beauty-counter feeling for her future customers…so they would book-end each day with an exquisite little ritual.

Sarah also knew her brand would be vegan, cruelty-free, and halal-certified. That way, it would be skincare that every woman in the world would be able to use, and love. 

And the name? Velettà came to Sarah on a whim. She thought the word looked beautiful, and felt joyous. It wasn’t until later she discovered it meant ‘veil’ in Italian. Which is another serendipitous part of the journey, and the Velettà story, that we love.

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