My story is an interesting one as I had never set out to enter the beauty industry. Rather, I was a product creator and geek trying to solve a real-life problem I faced by creating a mascara to eliminate my false eyelash irritation and lash loss.

Having a round face & chubby cheeks, I relied on false lashes to give me confidence to slim my face in pictures. No matter what was claimed to be on the market, I could never find a mascara that cared for my lashes (and didn’t dry up quickly) whilst giving me the false lash effect.

I grew up around product creation all my life as my father started his journey from £2, 35 years ago. This grew to a world class company because of the quality of its products and the reputation that preceded them.

The ethos of creating the very best products, innovating to outperform what already exists & never compromising on quality was instilled into me from a young age and has influenced the way I approach every endeavor, ensuring that I constantly strive for the very best.

As a child, I was continually testing, experimenting and trying new product innovation and fell in love with the whole process from concept to creation; a product geek was born. A beacon that has driven me to constantly seek innovation and push the boundaries of what is possible.

After spending 5-6 years creating nearly 50 different products, I realised the next product I needed to develop. I began speaking to people & was shocked to learn that 97% of them, experienced pain or discomfort with false eyelashes. I was not alone!

An icon was born - WANDERLASH mascara. A powerful tech led & secret water based formula to deliver the false lash effect. We call it ‘the 30 second lash lift’. Dubbed as ‘building volume faster than any other’, ‘the best mascara on the market’ & ‘an industry disruptor’ by editors.

It became an instant hit with some of the most influential names in beauty worldwide. I have always loved beauty. As a child, I would watch the transformative effect, aesthetically and emotionally, when my mother would apply her makeup and the confidence it would give her to pull through on the most difficult of days.

Ending every regime with a flick of mascara (now, our hero product), she would set off as an empowered woman ready to conquer her day ahead.

Beauty is incredibly powerful as once we feel our best, the world is limitless, no matter what our circumstances are.

Unexpectedly entering the beauty industry, my mission is now to create the very best products possible using cutting edge technology & innovation to guarantee ultra performance.

I want to go beyond what currently exists & bring you that ‘wow’ moment. I hope you enjoy & love every product as much as we do here at BELLA & thank you so much for being a part of our journey  

With love, Sabina x