HERITAGE HONORED. INNOVATION EMBRACED. EMPOWERMENT REDEFINED.

Helen Hadush is more than just the founder of Ethiopia’s first modern makeup brand—she’s a visionary reshaping beauty through the lens of African heritage, innovation, and empowerment.

From her roots in Ethiopia to building a global brand, Helen created Helaz Beauty to celebrate culture, inspire confidence, and empower women to be creators, not just consumers. With nearly two decades of experience in technology, she brings her expertise as a software engineer, CEO, and women’s advocate into the world of beauty—crafting products that are as impactful as they are empowering.

Helaz Beauty is home to unique creations like the Hammer Clay Face Mask, inspired by the centuries-old beauty rituals of Ethiopia’s Hammer Tribe, and lipsticks named after powerful Ethiopian words such as Berchie (Keep Going), Defar (Brave), Jegnit (Heroic), and Wubit (Beautiful). Each product is more than makeup—it’s a love letter to strength, culture, and modern glamour.

And because true beauty uplifts, Helaz gives back through the Berchie and other campaigns, up to 10% of sales from selected lipsticks to support with school supplies, sanitary pads, and many other projects that help women and children in Ethiopia—transforming beauty into opportunity, one lipstick at a time.

Welcome to Helaz Beauty—where heritage meets modern glamour, and every product tells a story of empowerment.