Our Story

At the age of twelve, my family and I moved from Ethiopia to America, and we were astounded by the lifestyle that America offered. The smooth asphalt roads, the grocery stores brimming with diverse food options, and the indoor shopping malls were all novel experiences for my family. The cherry on top was witnessing my parents' dreams unfold before our eyes! A few years later, I was living the American dream! Graduated high school and then college to become the first in my family to earn a degree in Biology with a minor in Chemistry. In 2018, I was fortunate to join the Biopharmaceutical industry as a Quality Validation Manager, which was also life-changing. From the food I was consuming to the products I was exposing my body to, “Quality” became the core of my life. Sadly, I realized that “Quality” came with a hefty price!!!

Being born in Ethiopia and raised in America, I have had the privilege of experiencing the best of both cultures. While living with my grandmother in Ethiopia, I was fortunate to spend my weekends immersed in ancient Ethiopian beauty secrets and rituals passed down through generations. At that time, my primary joy came from playfully applying turmeric and honey face mask rather than fully appreciating the therapeutic properties of the ingredients used to treat my eczema.

Soooooooooo in 2020 (Thanks to COVID), I had plenty of time to reconnect with my roots and create beauty products inspired by my grandmother from my time in Ethiopia. This experience motivated me to create high-quality skincare products crafted from premium ingredients around the world at a reasonable cost and make luxury skincare accessible to all. The finest things in life should not always be expensive and unattainable!!!

In 2025, NU:RE by Edom was born!!! The Amharic word "NU:RE" encapsulates a profound philosophy towards life for women that goes beyond mere existence. It's a call to live fully, to break boundaries, and to immerse oneself in the joy and beauty that the world offers.