Building Blumenès: A Family-Driven Skincare Brand

♪ Crown coins casino ♪ - Winning never sounded so good. What would you do if you won big? At Crown coins casino, real people win real prizes every single day. - Hi, this is Jenny, I won 50K, and I bought myself a condo! - Visit crowncoins.com, sign up in seconds, enter code crown and get a free lucky wheel bonus. You may win up to 10,000 sweeps coins. Crowncoins.com, that's C-R-O-W-N coins.com. No purchase needed. Code valid for new users on void were prohibited by law. 18 plus terms and conditions applied. ♪ Crown coins casino ♪ - This episode is brought to you by Bluminesce, a premium botanical skin care and wellness brand rooted in healing, intentional design, and the power of nature. Bluminesce created plant-powered formulas for both skin and body, crafted with the highest quality natural ingredients and made right here in California, whether you're looking to relieve muscle tension and joint discomfort, target sign of aging or restore and revitalize your skin, Bluminesce brings the healing power of botanicals into your daily ritual. - Hello, lovely people, this is Nicole. - And this is Samantha. - With the power of we, we are here to switch it up and teach you about business, relationships, and how to not only survive but make it in Los Angeles. - In each episode, we will have top influential guests from the world of real estate. We work hard, we stage hard, and we get it done. - The power of we. (upbeat music) - Hey, Boo Boo. - Hello, how are you today? - I am already crying. - Yeah, too fast. - I can't even stand it. - You can think straight without crying. - I mean, you know, we're gonna talk about hormones probably with our guests today as well. - Yes, I'm sure of that. And that's not my fault, by the way. - Yeah, hormones are a big topic. - I know, but I'm so excited about our guests today. - So excited. - Not only am I excited, but I've known them for over 20 something years. And honestly, they were like a pivotal point in my life when I needed people. And, you know, I didn't believe in myself. - Yeah. - And they were like family. - Yeah. - See them in a cry. - It's okay. - Today we have Michelle Elkayam is the founder and CEO, Bluminesse, a luxury botanical skincare and wellness brand rooted in purity, healing, and intentional design. Born in Tel Aviv and influenced by a background in beauty, fine arts, and interior design, she created Bluminesse from a personal search for natural solutions, unmet by conventional products. What began as a single formula has evolved into a full line of plant-based skincare rituals all crafted in California with care, integrity, and purpose. - And we cannot forget, Ben Elkayam. Ben Elkayam is the CEO of Bluminesse and the driving force behind the growth. A graduate of USC, he helped scale his mother's vision into a purpose-driven brand, overseeing strategy, e-commerce, operations, and marketing. Ben blends creativity and execution, ensuring everything meets the brand's high standards before it goes out. Welcome, Michelle and Ben! - Hello! - Oh my God, I can't believe you're on here. - Yeah. - It's about time. - There's so many questions we have for you. - What a full circle moment, though. - Wow, I mean, I can remember you running around three and four, and now look at you. You're an entrepreneur. - I don't think at four years old. - And you're helping your mom. - No, she's my partner. - Yes, that's a great question. So how does it feel working with your mom? - It's funny you asked that. I think yesterday I was just asking myself that question and it was just the right time in life to start working with my mom who has such a creative and expressive way of working, where I bring in the other side of that and we balance each other out. And there's definitely the ups and downs because they're separating your mother from your boss. - Right. - But the end of the day, the most important thing is to respect her and to communicate. - Absolutely. - You know, that's really important. And we've been working together obviously for a long time, but it takes time. It takes a lot of patience and it takes communication. But I'm glad you joined now instead of when she was making furniture. (laughing) - I remember all your things. - Oh yes. - So how'd you get into or decide to get into Blumeness? - So my background starts with fine art and graphic design and later on with interior design. But I had a big moment in my life where when I lost my mom, when I was in my late 40s and that made a whole change in my perspective about life and I felt like I needed to do something to be able to give others. - That's beautiful. - Yeah. - And that's how originally I started with that. - So was your mom into natural products or why natural products? - No, so my mom actually, when I was a child growing up back in Tel Aviv, she owned a beauty supply store. - Oh. - So I was surrounded by that. She was always into cosmetics and beauty and all that. I never thought that this is going to be a field that I'll enter. I was more into art. But when things happen and my mom got ill, we were trying to find like the right solution to help her and to use on her body and we weren't able to use barely anything. It was so difficult to find anything on the market. So that's actually when I, the thought of, you know what? If I couldn't find it for my mom, I'm not gonna cry. But if I couldn't find it for my mom, at least if I can create something, then I can give others. And I know she's watching. She's definitely watching. And I know, let's kind of talk about it. So I know that a lot of times when you hurt yourself or you're back sore like Harriet, she was obsessed with your product, right? I saw it on our counter. She's obsessed. So this is the product you're talking about, right? So can you tell us a little bit about it, Ben? - Yeah. So the product you're talking about is called Mobility Relief. It was created to help with intention for anyone at any age. But really it's for anyone that has any kind of muscle or joint pain who has bruising, who has aches. Like you said, myself who I work out at the gym as much as I can, my back gets stiff. So I throw it on my back almost every single day. My roommate who runs Marathons, his knees are destroyed, his lower back are destroyed. He's like obsessed with the product. So he's like my number one customer. I give it to him products all the time. But it's not just for people, our age, it's for everyone. I think like you said, Mima or Harriet at her age, like loves the product. And she texts me like once every two months. She's like, I'm back. I need some more. And I'm like, I'd love to send you product. - Yeah, and she tried, I mean, I wanna say she tried like 50 different products. - She even tried the CBD. - And she tried everything. Like nothing worked. And she was very honest about it. She was like, this is the only thing that is healthier. - I know. - And that's what happened, usually when people try it. And even wanted the shot. So she gets quarter zone shots and she says that the product helps even more. - Amazing. - So that's really exciting. So let's fast forward. So you started this brand and it's going great. I know you just did a huge repackaging. And I know that Ben had a lot to do with it. And how did that start? You wanna? - Yeah, I mean. - You did a cool thing. So talk about it. - I know, okay. - I mean, I wanna repackage and go to Paris. - It's a lot of work. So consider that before you start. I actually, I started working with Michelle right as we were doing the rebranding. So I got thrown into like the whole R&D development side. And what we did is we started with the packaging and our logos and our brand name and just everything, what we wanted to keep and what we wanted to change. So that was just like a whole project of its own for the following two years until last October where we officially launched our new packaging, our new products, our new logo, our design, everything. So a lot of like a lot of hours went into that and we're really happy with how it turned out. - And you guys got to go to Paris to film it? - Yeah, we made sure that our photo shoot would be taken in Paris. - I mean, what do you say to that? - I know, was it a fun trip? Did you get to do like all these? - I mean, if you wanna know about the actual trip, we started in Nice and then we took a car and we drove across the South of France. - Oh, fine. - We stopped in Provence and had some wine and we relaxed over there and then we got to Beirutz which is like a really cool surf town right above the Spanish town that has great food and stuff. And then we took a train to Paris and it was incredible. Amazing trip. - How was the photo shoot there was a different than working in the US, you think? - Absolutely. - Yeah. - It was very interesting. - Very professional. We worked with like a European, French brand based of Amsterdam and they're very experienced, very professional. I mean, they took the lead and took charge of everything. I think we couldn't be happier without the results. - Well, I can tell you the branding is spot on with Paris because when I was in Paris, went to that. fancy facial cost me like $1,200. I don't even know what happened, but anyway. - It looks like it worked. - I mean, the products, all of that seemed very on point. So your packaging is great. But I want to just put into it. - Yeah, I'm sure. - Every angle of the box has a lot of purpose and a message 'cause we can't be there when you go to the store, you come to the store. - So the box and the packaging and the design, it's all expressive and the box talks for itself. - Yeah. - So I'm not a product or like this one, let's get something straight. She's all about products, products, products, products. I'm like, I always go back to Chanel, you know me, because my face breaks out, but I'm gonna tell you something. I really want to, like every time I'm out, people say to me, why is your face glowing? I don't know, I'm like, I put this serum crap that my friend makes, you know, I'm not very good at describing it, but I'm really good at telling you. - You can drop the crap part. - I'm just kidding, but people always ask me. So I want you guys to explain to our viewers about your product and what, what you have in your money. - So how many different products do you have now? - Yeah. - So we have about one, two, three, four, five, five different products and two beauty tools. - And what was the first product you guys came out with? - The first product? - Was the relief product? - The relief product. - And then where'd you go from there? - So we started with the body creams for relief and everything. We had another one that is for moisturizing, but why we really went into our new products is because Michelle herself was going through, like you were saying before, her hormonal changes that your body goes through. And, you know, I don't want to speak on her behalf 'cause she knows better than I do, but. - No, so when I reach perimenopause, and I started seeing some of the, I wanna say, age spots. - Age spots, dry skin, you know, some fine lines and all that and talking to my friends who are going through the same thing. That's when I realized that again, you know, like something, you know, I wanted to create something that will help with those symptoms. - And, yeah. - And that's where, yeah. - And that the products were clean, right? 'Cause we're putting on your skin. - Like, what's in these products a lot? - What's in these products, you can. - Yeah. - Lavender, but. - No lavender, no lavender. - I don't know why I decided to lavender. - First and foremost, I'll just say this, the ingredients are completely clean. So that was the number one thing. When Michelle sat with the chemist at our lab, she was like, "I want a clean product." That would be effective. So we have our signature formula that's in all of our facial products. It's pomegranate, cacao, marula, amla, and baubabs. - Wow. - So these all sound exotic. - So why cacao though? - So cacao specifically, or just all of these in general. - No, I just want to know about that one. I don't know why. - Cacao. - So cacao is very good antioxidative and very moisturizing as well. And all them work together synergistically to make your skin just, it protects you from environmental stressors, all different kinds of stuff. But the one that you're talking about specifically, the serum crap, or surreal silk. (laughing) - I don't know, but it makes me look good. - That one specifically, we added three active ingredients. I have clinical studies done on them to show research and results that actually help reduce fine lines, wrinkles, to help lift your skin. It's very hydrating, moisturizing, like you're saying. And that's why you get that nice shimmer to it as well. - Oh, it feels fresh. - Yeah, exactly. - So we love layering the products with makeup, we, Michelle, with sunscreen and our other products. - Oh, that's a good question. I was gonna ask you that. So the sunscreen you can put over that. - Absolutely. - Okay. - I mix, I just mix them. So I either put sunscreen and then I put the oil together and I just put it on my face. You can layer them, you can do also our oil and serum together. So you can just play with them and try different things. You can do it that evening, with makeup. That's what's so amazing. It gives you different effects, but it always gives you the brightness and lift. - Honestly, I have really bad problems with acne, like I've always had. - But your skin makes me really good today. - Yeah. - But after the retreat we did, I started using the, - The gold drops, the oil. - Amazing, my skin hasn't broken out and it's like glowing and it, even if you have acne I think it just helps like create that moisture and stuff. So it's been really good. - 'Cause that one is also healing. - Okay. - It does have healing properties to it. - So I know you guys have a big following for the younger generation really likes this. But if you guys are listening and you're my age, this, it's really helped even my mom and me and it feels like wow. I mean there's a million different products but I actually saw a difference right away and I would tell you, you know that. - Yeah. - So definitely you see right away difference with the surreal silk and with the gold drop, you can see the difference also with spots and this, you know, like if you have decaleration, then she's stuff like that, you give it a little bit time and you'll see the difference as well. - So where are you guys going in your journey of Bluminesse? - It's all about scaling. I think when I first started with Bluminesse, like I said, I was thrown into like the R&D phase of it and then now that we've actually launched, I remember being at the lab and we finalized our products, he sent it to us and he goes, okay guys, like now it's time to sell and that's one of the biggest things that like I'm learning along the way and we're working together to go through social media to do events, to work with others, to really get like brand awareness for the product and the brand. - Well, I think trying to tell you guys, you gotta get into modern day wife, 100%, especially we're there and there's 400 to 500 women and trust me it will and you should have like, you know, models there to put the stuff on. - There look a wellness panel you can speak on. - Yes, that's a great idea. - I don't want to know what you guys are doing for social media, I know you guys did something recently. Football team was it? - Yeah, that's funny you say that. So what we did is we actually we got in contact with some of the wags, it's called the wags of like the football players. - Amazing. - They had a Christmas party. So we decided that we will gift all of them with custom bags that Michelle designed and helped create, you know, with our name and then each wags number, husband's football number on the back side, they had very custom bags and kind of, you know, so they got all the products and everything and I think they were really happy. - I'm sure. - I'm so loved it. - I love that. - Some of the guys also using the product. - Yes, all the products from the wags. So we sent some new ones to the wags. - Yeah. - That's great. - Yeah, very good, yeah. - And what is your next product you're thinking about making? - We have a lot. - The whole list of five. - There's a big pipeline of products but. - And your number one product? - Right now, I would say our surreal silk. - The one that you're wearing. - I have two questions. Okay, so if, well, we'll just say for someone my age, like I'm 27, I'm a female, what are the top three products that I should-- - That's what I was gonna say. - Purges and then for someone 60, how long? - I shut up! - I'm not-- - 45, 45. - And by the way, I'm not 16. - Is someone in their mid 40s? - Mid 40s, what are like three products that they should purchase? I feel like they would probably be a little different. - Well, okay, so I'm not dermatologist, but I spent the last, I have the preface and say that I'm not, you know, of course. I don't want any lawsuits. But I'll say based off the last three years of my deep research on our products and everything, I would say at your age, a cleanser, a moisturizer, and an eye cream would be the three most effective or maybe a targeted serum. And I would say for-- - The serum is better than moisturizer. - Yeah. - Okay, so then if you'd wish-- - It works better than a moisturizer. But I guess for 40s to 60 age range, like-- - Morty, you think, Michelle? - Yeah, besides the silk. - I mean, I personally, since I created those products, that's the only thing I use. And I keep getting compliments from people. So I use the eye cream, I use twice a day, and I use the oils and the serum. And the oil I use in the morning and evening, and I use the gouache as well. So I do the lymphatic drainage, every morning, I massage my face, you know, like this area. - That's so good that you guys are talking about lymphatic. I'm obsessed with lymphatic. I go get lymphatic massage at least once a month. And your face is also very important. All this area and to talk about that. - Yeah, so that's my ritual, and this is my routine. - And you have a product that helps that? - Yes, we have the gouache. It's stainless steel, medical grade gouache. We have the mushroom that it's for the eye area, and then we have the traditional that I use for the rest of the face. - And is that sold separately or separately? - Okay, yeah, that's good to know. - I use it every morning, even this morning, before I came here, that's what I've done. - And how do you use it? Are you supposed to, I've heard different things, like push up or down or? Upward and outward. yeah so yeah so first of all I start by when I apply the oil I massage it and I even massage my neck and this area as well and then when I use the gouache you know you go from here to this area yeah and up here and same lifting this area and when you're done with all that you go down I had someone ask me if you can use it what if you have Botox as well can you still do that it's a good question I actually I don't want to say yes or no because I I have no experience but I would assume why I have Botox and I use it yeah I have Botox and I use it nobody you know I mean I've never heard that there is anything I can't claim anything either yeah I do I do want to say sorry really quick just about the the traditional shape gouache it was so amazing about it is that like she said it's medical grades stainless steel so it doesn't harbor bacteria like like a jater or quartz one that's great that has like little cracks in it like you're your serum will get in there and you might not wash it off it might stay in there yeah builds bacteria so this one it's very durable it avoids cracks and like stuff getting in you have to keep it in the freezer no it because it's stainless steel it retains it's cool this too so that's good so wherever nice it's still it stays I think the last one I bought I had to keep in the freezer yeah usually do and then I never use it because it's a stone stone one will not retain the coolness so that's what is another great thing about the stainless steel and you make your product where California wow L.A. product you don't find that often you should be very proud of yourself that's exciting it's all the right packaging yeah many California yeah so if the listeners are listening um where are your products where can they find your products anything especially you want to tell them yeah I think right now we have our website of course Bluminous.com we have we sell most of our products on Amazon as well and then we're also available on our Instagram and Tik Tok shop if you guys want you are welcome to promote our products as well you might get some commission for it too so what is the affiliate program look like essentially anyone who aligns with our brand in our product can use it promote it on their social media or wherever they want they get a special link if somebody uses their link to purchase they'll get commission on that on that sale yeah that's a incredible grow the community well we always end with like one question but I wanted to know what wellness means to you what what wellness means to you both give an answer yeah yeah it's up really so for me wellness it feels like a whole thing so when I think about wellness I think about the mind body and soul yes and beautiful yeah and that's also part of our slogan and part of what we believe in that everything connects so if you meditate if you take care of your mind and you in the right place and you eat well and you exercise and you take care of the inside of your body same thing with the outside if you put on your skin clean products healthy products and it all works together so that's what wellness means to me amazing answer yeah Ben it's a loaded question but if I had to put in a few words I would say the most important is through gratitude and intention I think for me are the ways I look at wellness the way that you treat yourself and how you treat others it affects how you feel throughout the day and how you make others feel as well so when you treat yourself with kindness and you treat others with kindness you're walking down the street you have a better day than you would if you were just mean to others or rude so I think wellness is taking care of yourself being grateful and intentional and everything that you do overall wow yeah exactly and you guys have heard it here on the power of we podcast so if you want to check out Bluminesse Ben how do they do it what Instagram you could check us out Bluminesse skin on Instagram and Bluminesse on TikTok go to our website as well to learn more about the brand and what we do yeah happy to be here it was such a pleasure amazing thank you love you guys [Music] winning never sounded so good what would you do if you want big at crown coins casino real people win real prices every single day hi this is Jenny I want 50k and I bought myself a condo visit crowncoins.com sign up in seconds intercode crown and get a free lucky wheel bonus you may win up to 10,000 sweeps coins crowncoins.com that's C-R-O-W and coins.com no purchase needed go valid for new users on the void we're prohibited by law 18 plus terms and conditions plan. 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