Behind the Brand: Meet Shantelle Booysen, founder of Elim

Striving to change the way therapists think about the traditional pedicure, Elim offers a treatment that uses state-of-the-art ingredients to elevate the experience for both client and pro.

While some pedicures rely on the filing of the skin, Elim’s MediHeel pedicure chemically breaks down protein bonds in the skin to remove dead skin cells, leaving a smooth and fresh finish.

Shantelle Booysen

Elim is a brand that hails from South Africa and was founded in 2004 by Shantelle Booysen and is now available via UK distributor, Re:New Beauty. Born from a personal struggle with cracked dry heels, Shantelle sought a solution that wasn’t reliant on foot filing, as she found that the technique stimulated the growth of excess skin on her feet. From this, Shantelle found the desire to create a foot brand that was highly effective and efficient for both the professional and the client.

The team at Elim has analysed the traditional method of treating cracked heels during a pedicure and changed the sequence of application, while also adding additional products of its own to aid better results. Developed over a number of years, each product is compliant to both European Union and FDA regulations.

“When we develop a product, we sit back and look at what is missing in the in the market, what is needed and what we think clients would appreciate,” says Shantelle. “This then helps us to shape the product. We then see what the maximum number of actives are that are allowed to be included in the formulation and that is exactly what we use.”

Now, Elim MediHeel comprises a range of products packed with alpha hydroxy acids. Priding itself on using medical grade ingredients, Elim takes technology that was previously used for facials and incorporates that technology into pedicure treatments. The range includes a chemical peel, neutraliser solution, anti-bacterial and anti-fungal soak, glycol scrub with eco-friendly beads, a non-slip heel balm, shimmering gold spritz, masque infused with Bentonite clay and a cuticle oil.

Professional in mind
Elim is aiming to change the pedicure experience for the nail technician with no more foot filing and an easy upsell with attractive retail products. The products aim to give the therapist a better experience, limiting the labour and concentrating on the pampering, while not compromising on the outcome or results.

“The product really works and you see the difference instantly,” says Shantelle. “It is really easy for therapists to use and reduces the need for foot filing. Elim products look amazing on the shelf, and they retail well because of this. They smell divine, too; the fragrance was developed a in the Grasse region of France. No expense is spared but the product is cost-effective to use.

“An Elim pedicure doesn’t take any longer than a normal pedicure and Elim products don’t have a high price tag. It is the reason why we believe your clients won’t go anywhere else for their pedicure and will stay loyal to you.”

Read more about Elim, including a close look at the MediHeel range and education opportunities, in the June issue of Scratch. 

Elim products and training are available in the UK via www.renewbeauty.co.uk.