A Q & A With CEO and Founder, Sasha Nialla

by Alyssa Ford

Wellness for me is influenced by certain rituals. Setting aside time for small acts, whether it be my skincare routine or meditation, has helped me stay on my intended path. I find it makes it easier to stay consistent if you approach these activities with a sense of sacredness. To do so, it is essential to use the appropriate tools. I think this approach stems from my mother who, as I grew up, I watched fill our medicine cabinet with oils, creams, serums and organic powders, all intended to protect and nourish her skin the same way our kitchen full of fruits and greens, nourished our bodies.

When it comes to my skincare, I believe in using brands where I actually know the ingredients listed on the bottle. I also think each ingredient should serve a purpose and that the brands I choose to support hold certain values and business ethics. Recently, I got to ask the founder and CEO of Praz Naturals, Sasha Nialla, some questions about her natural skincare line. Like me, Nialla gained her passion and practice of skincare from her mother. Below you’ll learn about her favorite products, the future of organic skincare and how praz believes in the integrity of both their products and their consumers.  

SUSTAIN: What inspired you to create your own natural skincare brand? 

Sasha: I always cite my mother as my main inspiration- she taught me so much of what I know and also planted in me a good sense of responsibility. Her knowledge of skincare has been passed down for generations and I want to share with others what she gave to me. I also saw a flaw in the skincare market. 

There is a lack of trust in skincare. As a consumer, I want to trust that the things I am buying are good for me and responsibly sourced. In many ways, the food industry is ahead of the curve in this sense with a large movement toward sustainable & organic ingredients. I want this in my skincare products as well. I moved forward from making my line in small batches into actually branding it and selling it. I knew I had something great and wanted other people to have access to that too.

SUSTAIN: What would you say are the most toxic ingredients found in the products of mainstream skincare brands?

Sasha: There are many that we know of: parabens, phthalates, BHT, toluene, diethanolamine, triclosan, SLS/SLES... the list goes on. One that many consumers don't think about is one of the most frightening. When an ingredient is listed simply as "fragrance," it can technically mean any number of things because companies are not required to disclose what is included. They are protected under something called The Fair Packaging and Labeling Act. It is a trade secret that cosmetic companies can choose not to disclose certain ingredients if they are included to enhance the "fragrance.”

SUSTAIN: Could you describe a little about your  business practices? I.e. how each product is produced by hand in an ethical environment, how you provide sustainable packaging etc. 

Sasha: We work hard to find people we can trust to adhere to the standards we have for our products and our practices. A lot goes into the integrity of our products. We do not outsource labor for packing, handling, storing or bottling our products. We are very strict with what we put our name on and assure our customers that they are receiving only the freshest, highest quality product we can offer. All of our products are mixed by hand and bottled at our facility in Brooklyn. 

SUSTAIN: Why should consumers choose Praz? How will their purchase support both their own health and the health of the environment?

Sasha: We are a business with morals and it is our highest priority to participate in sustainable practices that lessen our carbon footprint while maintaining the integrity of our products. We never put anything but the best, food grade, organic ingredients in our bottles.

We choose Biophotonic Glass packaging over plastics that degrade over time. We could have chosen cheaper options every step of the way but that isn't the point. The point is to feel good about what we make and proud of the ideals we stand behind as a business. I know not every choice we would have would be an easy one. I am very proud to say we have not compromised our products or our principles to get to where we are.

SUSTAIN: What is your favorite Praz product?

Sasha: Hard to choose. I have been using our Face Revive Oil every night. This serum is incredibly nourishing which is important as we enter fall and the humidity drops making our skin more prone to dryness. Locking in moisture is important to happy skin. I also have been using the Muscle Conditioner Soak in my baths. I just started a new workout routine and it is kicking my ass, which is good but my muscles have been embarrassingly sore and the soak really soothes and takes the edge off. I gave the soak to my trainer as a gift and she has been passing it along to all of her clients. It's become one of our best sellers- the stuff is great. And it smells amazing.

SUSTAIN: Do you think natural and organic skincare is the future of the skincare industry? Do you think we will ever see the elimination of toxic products from the shelves?

Sasha: Yes! And I honestly hope so. The more we learn about the effects of certain chemicals and synthetic ingredients and the more evidence that we garnish from study and science, the more likelihood that there will be new laws and regulations to reflect these findings. 

The industry will not change on its own. It is important for us all to push and support the businesses that are sustainable and sourcing pure, organic ingredients. And also to stay informed. The more we know, the more power we have to change how things are.

In partnership with Praz Naturals.

This interview has been edited.