In 2019, Elad and Michel created Liwela to exclusively distribute cosmetics that care not just for our bodies but for our planet’s animals and environment. At the heart of Liwela’s philosophy is our understanding that today’s consumer wants something new: cosmetics that don’t harm their skin with harsh chemicals and that are also kind to the planet. Understanding that beauty is in every body, Liwela was born to connect cruelty-free beauty brands it believes in with today’s eco-conscious customer who wants the same great results without damaging their skin or the environment.