My journey into the beauty world was an unexpected adventure. As a passionate product creator and innovation enthusiast, I faced a personal challenge with false eyelash irritation and lash loss. This led me to create a mascara that would solve these issues and bring joy to my beauty routine.

With a round face and chubby cheeks, false lashes gave me the confidence to slim my face in pictures. Despite countless market claims, I couldn’t find a mascara that cared for my lashes, didn’t dry up quickly, and delivered the false lash effect I desired.

Growing up in a family dedicated to product creation, I was inspired by my father’s journey. He started with just £2 over 35 years ago and built a world-class company renowned for its quality products and impeccable reputation.

From a young age, I was instilled with the ethos of creating the best products, innovating beyond existing solutions, and never compromising on quality. This approach influences everything I do, driving me to constantly strive for excellence.

As a child, I was endlessly experimenting and testing new product innovations, falling in love with the process from concept to creation. This passion for innovation has driven me to push the boundaries of what is possible.

After developing nearly 50 different products over 5-6 years, I realized my next challenge. Through conversations, I discovered that 97% of people experienced pain or discomfort with false eyelashes. I wasn’t alone!

From this realization, an icon was born - WANDERLASH mascara. This tech-led, secret water-based formula delivers a false lash effect we call the ‘30-second lash lift.’ Editors have dubbed it ‘building volume faster than any other,’ ‘the best mascara on the market,’ and ‘an industry disruptor.’

WANDERLASH became an instant hit with some of the most influential names in beauty worldwide. Beauty has always been close to my heart. As a child, I watched my mother transform, both aesthetically and emotionally, when she applied her makeup. Her confidence to face the day ahead was inspiring.

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

Beauty holds incredible power; when we feel our best, the world becomes limitless, regardless of our circumstances. Entering the beauty industry unexpectedly, my mission is to create the very best products using cutting-edge technology and innovation to ensure unparalleled performance.

I strive to go beyond existing standards and bring you that ‘wow’ moment with each product. I hope you enjoy and love every creation as much as we do here at BELLA. Thank you for being a part of our journey.

With love,
Sabina x