Meet Ada Chen, the Founder and CEO of Erleia, an earth-friendly natural skincare brand dedicated to sustainability and inclusivity.
In 2020, Ada’s life took an unexpected turn when she became the primary caregiver for her father. During this challenging time, she found herself neglecting her own self-care, which took a toll on her skin. Frustrated by the lack of accessible, clean, and plastic-free skincare options, Ada decided to take matters into her own hands. What started as a personal need blossomed into Erleia—a brand that empowers customers worldwide to embrace practical and eco-friendly skincare routines that don’t compromise on quality.
We asked Ada about the founding story of Erleia, the trials and triumphs of her journey as a solopreneur, and the valuable lessons she’s learned along the way.
Tell us the story behind your company’s founding. How and why did you start working on Erleia?
Our story began in 2020 when my dad was hospitalized and I became his primary caregiver. During this time, I stopped taking care of myself and the stress impacted my skin. I couldn’t find accessible, clean, and plastic-free skincare options to treat my skin, so I decided to create them.
Today, Erleia creates convenient, eco-friendly natural skincare products for customers around the world. Our line of facial care and body care products are designed to help customers build a skincare and self-care routine that’s practical and useful to them. We believe in delighting customers with beautifully designed and well-formulated products that work for busy, on-the-go lifestyles.
Photo Credit: Erleia
How have external factors influenced changes within your company?
Growing demand for sustainable beauty products has definitely influenced our growth and strategy. We’ve been committed to making sustainable choices throughout our product lifecycle and business operations since the beginning. Sharing more about this on our social media has been well-received by our customers and community.
We’re always listening to customer feedback, which has also helped us expand our product line to meet customers’ needs. For example, when a friend and customer asked for a facial care version of our lotion bar, we got to work and launched our best-selling face balms within the year.
What were the most difficult and impactful lessons you’ve learned starting and running a company?
For the first few years, Erleia was a one-woman show—I ran production, R&D, marketing, sales, fulfillment, and everything in between. It took a long time for me to feel comfortable accepting and eventually seeking, help from agencies and contractors. Through this process, one of the most impactful lessons I learned was that delegating and prioritizing would help me free up time and become a better founder and CEO.
We’ve also faced setbacks and growing pains. For example, when our suppliers are late, that directly impacts our ability to manufacture and ship products to our customers. Each setback has been an opportunity to learn and refine our approach. Over time, I’ve become more comfortable with evaluating our options and taking well-calculated risks.
Photo Credit: Erleia
We dare you to brag. What achievements are you most proud of?
I’m incredibly proud of how Erleia has grown into a brand that resonates with so many people. Whenever we have a pop-up shop or event, it’s truly an honor to meet others who have had similar caregiving experiences or who can relate to our story and our mission. Seeing the impact our products have had on customers’ lives and knowing that we’re helping them prioritize their own well-being has also been fulfilling.
What have you learned about building a team and a support network around yourself?
Building Erleia has taught me that a strong team is the backbone of any successful business. Working with a team of individuals who are experts at what they do—whether it’s design, sales, or marketing—has helped me grow our business and better appreciate those skills. I am constantly learning from my team and striving to create a healthy working environment for them.
I’ve also built a supportive network of founders that has been key to Erleia’s growth. My peers, both inside and outside of the beauty industry, have been invaluable in navigating challenges and celebrating milestones. They’ve made the entrepreneurial journey a little less lonely.
Photo Credit: Erleia
What’s next for you and Erleia?
We are excited to continue launching new products this year and will be continuing to expand our reach by partnering with additional retailers. I’m excited to continue building Erleia and bring more plastic-free options to the beauty industry and our community.
Ada is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.