Elah Barshi—Planting Miracles with a Sustainable, Natural Beauty Brand
Miracle Oil by Angel Marte.
Interview by: Alana Eastling
Editor: Jeni Fjelstad
Creative Direction: Catie Menke
“With Moringaia, [our story is] about planting more trees,” said Elah. “I needed to be a part of it [because] it’s a part of me.”
Elah Barshi is the marketing specialist behind the Dominican skincare brand. She is passionate about sharing the miracles of the moringa tree with the world. Last year, Elah and I connected over LinkedIn, networking within the clean beauty space. She introduced me to her family-owned skincare brand and its deluxe moringa oil products (I can’t recommend their lip balm and new Miracle Oil enough!). I was captivated by Moringaia’s gorgeous brand imagery, and their mission secured my customer loyalty. At Moringaia, Elah uses her storytelling talents to share her family’s story and the impact they are creating within their community.
Moringa Tree Moringaia Farm by Jose Rozon.
Moringaia is a family business in many senses. From a young age, Elah's parents passed on their commitment to their community and their land. Building on these values, Elah and her brother, Ben-Yam, co-founded and built Moringaia around a shared mission.
“Moringaia is another iteration of what we grew up with,” she said. “Something physical to share beyond our family and have more of an impact. We are able to do that by making skincare that works. Come for the mission, stay for the glow.”
The genesis of Moringaia was seeking out a means to increase the demand for planting moringa trees. Elah mused about the benefits of the miracle tree, known locally as El Árbol De La Libertad.
"Every part of it can be used,” she described. “The leaves are superfoods, the flowers attract pollinators, and it has super powerful seeds. It can grow in dry climates, the more you harvest, the more it grows, and the roots hold together in heavy rainfall, preventing mudslides."
The nourishing and sustainably-grown seed oil is the miracle ingredient that inspired the skincare line.
With Elah’s creative leadership, Moringaia’s messaging centers on her family’s values and emphasizes transparency in product sourcing and production. “It’s about who is making your skincare,” Elah explained. “We source our moringa seeds from local farmers, and [we] are able to trace our moringa from the ground in which it was grown to the final product we create in our lab.”
A Dominican flag is printed on all product packaging alongside the natural ingredients list.
In Moringaia’s most recent campaign, Elah’s mother, MJ, is the featured model of the Miracle Oil launch. Elah emphasized the importance of showcasing her mom as an authentic representation of the family behind the brand and to “represent the people who really use our products.”
Moringaia Miracle Oil by Angel Marte
She is most proud of Moringaia’s community impact and the customers' response to the products. Elah said she feels immense gratitude for working with her family and team.
"When you are working on something that matters to you and it turns out it matters to other people as well, it's humbling,” she said. “This Moringaia family extends beyond the immediate family."
Moringaia Fresh Bloom by Angel Marte.
Thank you, Elah, for extending the story of your family to me. I look forward to Moringaia continuing to set new standards within the beauty industry!
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