Q&A with SOFIA LATIF

We’re excited to share with you our new Q&A with our new brand, SOFIA LATIF! SOFIA LATIF™ is award-winning vegan and cruelty free skincare and wellbeing, giving women the confidence to show off their skin, whilst developing a better relationship with it. They have a beautiful range of oil, from face to body oils for you to fall in love with… but first, here’s a few words of wisdom from the brand founder, Sofia Latif.

What motivated you to create your brand?

Born from a need to manage my own stress eczema in my late 20s which resulted in me losing a lot of confidence, I was inspired by my Indian heritage and harnessed the power of oils and botanicals to heal my skin. My journey has led me to create an award-winning range of vegan elixirs made from 100% pure nut, seed, and flower oils, designed to make skin and hair the best it can be at any age. I founded my business in my mid-40s having spent a career in marketing, including sustainability communications for brands delivering on purpose beyond profit. Inspired by this and my time in Uganda where I worked for an NGO, I fused my passion, creativity, and experience to launch an inclusive and purpose-driven beauty brand aimed at women who are usually left out of the beauty conversation.

Sofia, a core part of your ethos is the idea of ‘pro age’ what does that mean to you and why is it so important?

A core part of my ethos is non-judgement when it comes to ‘age’ and the differences in our skin and bodies that happen with time. There is an inner confidence and knowing that comes with age, which is something we cherish, and if this could be applied to the way we view ourselves in the mirror, then we are on to a winner. That, to me, is the definition of pro-age… embracing all the changes with pride, both on the inside and out.

Please tell us about the fusion of Indian and African wisdom that inspires your range

The Indian and African wisdom comes from my parents, from my time spent in Eastern Africa, and from my Indian heritage. My father defined himself as an African first, and then someone of Indian descent because he was born in Uganda and grew up in Tanzania. His fascination with his home continent became my passion and continues to influence much of what I do, with the business and personally.

Sofia, you are supporting other Fempreneurs via the ‘Lendwithcare’ program- why does this matter to you?

I have witnessed first-hand the direct impact on family and community of empowering women and giving them a chance to work for themselves, when I spent time working with a community based organisation in Kampala, Uganda in 2010. Having the independence and means to carry on supporting ourselves and families with dignity is a basic human right that isn’t afforded to everyone. And with Lendwithcare, I can directly impact an individual with the microloans, so we have a name and a face to the person we are supporting – this gives me a purpose that is bigger than me or my business – and that purpose is someone. You can read more about my journey here.

How would you describe the essence of your brand to a woman who was discovering it for the first time?

I am here to give her the confidence to show off her skin, because it is beautiful already. I want her to feel good about herself, just as she is, and for her to embrace her raw beauty. I will help her strip away the complexity that exists in the beauty industry and bring a simplicity to her life that is pure, enjoyable and sustainable to embrace. Thank you, Sofia Check out Sofia Latif’s products…