Meet Eliz, colourist and founder of ECBEAUTYLAB

I’m Eliz Chausheva, a degree level colourist based in Shrewsbury. I have been creating colour since 2011. I hold the Wella Colour Higher Level Diploma (SCQF Level 9), held by around 24 people in the UK, and I’m a Wella Master Colour Expert.

Why I created ECBEAUTYLAB

Beautiful colour doesn’t end when you leave the salon. What you use at home shapes how your hair looks and feels in the weeks that follow. I wanted to create a brand that genuinely cares for your hair, with products I would happily recommend to my own clients.

How I formulate

I trained in natural hair and skin care formulation with Formula Botanica, and I make every ECBEAUTYLAB product myself, here in the UK.

My formulas are simple. Each ingredient is there for a reason, and they are made to do their job well. I formulate without silicones and without sulfate cleansers such as SLS and SLES. Instead I use gentle cleansers derived from coconut, along with plant oils and butters.

You’ll find the full ingredients list on every product page, together with how much of each formula is naturally derived, and I’m always happy to explain what something is and why it’s there.

What you can expect

• Products made by a colourist who understands hair
• Simple, honest formulas
• Personal advice: message me and I’ll help you choose

“Your ingredients include Behentrimonium Methosulfate and Sodium Lauryl Sulfoacetate. Aren’t those sulfates?”

No. Behentrimonium Methosulfate is a conditioning ingredient made from rapeseed oil, and Sodium Lauryl Sulfoacetate is a mild cleanser. Neither is a sulfate cleanser like SLS or SLES.