Shel is founder of SPARITUAL and of the Slow Beauty movement. She believes that to lead both a pleasurable and purposeful life, one must slow down enough to be observant, mindful, and actionable. The culmination of this philosophy and Shel’s decades-long holistic lifestyle, led her in 2004 to found SpaRitual, a pioneering, sustainable vegan beauty brand based on the rituals of self care. Her mother instilled in her as a child, many years before holistic lifestyles became mainstream, the importance of an organic diet, regular massage, and the minimization of toxin exposure within our environment. It had always been a way of life, so embracing yoga, meditation, and Ayurveda during her college years was a natural extension of the principles that grounded and shaped Shel’s thinking. SPARITUAL’s guiding ethos is Slow Beauty. Shel’s insight and forward-thinking approach identified the greatest commodity for women in today’s world—time—and the company has built a legacy based on this concept. In 2007, she established the philosophy of Slow Beauty, and in 2017, she released her first book, Slow Beauty: Rituals and Recipes to Nourish the Body and Feed the Soul. The concept is all about creating moments within each day, week, month, season, and year to practice the kind of meaningful self care and wellness that makes us glow. While SPARITUAL is committed to developing multipurpose sustainable products using vegan, natural, certified organic and fair-trade ingredients from around the world, Shel wants to advance the green movement further to where clean formulas are a given and women can focus on beauty as a holistic connection to oneself and the environment. As an industry expert and innovator, Shel’s advice and insight are sought as a keynote speaker with past contributions to Go Green Expo, Pharmaca, HBA Panel on Future Trends in Beauty, Organic Spa WEllness Around the Globe Travel and Beauty Symposium, and Serious Business, among others. She has also been featured as a green beauty authority in many media outlets, including The Los Angeles Times, The Huffington Post, Shape, and GirlBoss. Shel lives in Los Angeles with her two children, Alexander and Olivia.