ELLEEN
founder: Parvin Kashani
course: International Organic Skincare Entrepreneur Program
Graduation year: 2023
location: Canada
Hero product: Golden face serum
Brand overview
Founded by Formula Botanica graduate Parvin Kashani, ELLEEN Natural is a skincare and haircare brand built on care, trust, and eco-friendly values. Each product is thoughtfully crafted with botanicals, nourishing oils, and herbal extracts to provide gentle yet effective solutions for everyday skin and hair concerns. Through ELLEEN Natural, Parvin shares not only her products but also a journey of rediscovery – one guided by love, resilience, and the healing power of nature.
After retiring, Parvin believed her most active years were behind her. But her passion for nature and her belief that every remedy lies within it inspired her to begin something new and deeply meaningful. What started as a personal project to create safe, natural products for her loved ones soon evolved into ELLEEN Natural, a brand that embodies care, connection, and purpose.
Parvin credits Formula Botanica for transforming her knowledge and confidence as a formulator. “Before joining the school, I didn’t know anything about formulation percentages, production, regulations, or labelling,” she says. “Through the courses, I learned not only how to formulate properly but also how to research, test, and grow. Most importantly, I learned how to learn. Formula Botanica gave me the tools, structure, and encouragement to start and grow my business.”
