The Beginning
2020
The brand began in 2020 with a simple idea and a lot of heart. I wanted to create skincare that felt intentional, comforting, and genuinely good for both skin and soul. What started as a small idea quickly became something much bigger, built from late nights, self funded beginnings, and a deep belief in waterless formulas that respected both the skin and the planet.
Those early years were about learning, experimenting, and listening. Listening to customers, to intuition, and to what the brand naturally wanted to become. It was never about chasing trends. It was about creating products that felt like quiet rituals in a busy world.
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Refinement and Growth
2022
By 2022, the brand had evolved, from a lockdown side hustle. We rebranded to better reflect who we were becoming, dropping 'cosmetics' from the logo, and the direction we were heading in.
The rebrand allowed us to elevate our visual identity, sharpen our messaging, and step more confidently into our values. It marked a shift from a small startup finding its feet to a brand beginning to understand its power, its voice, and its community.
It was a moment of alignment. Everything felt more intentional, more considered, and more true to the vision that had been quietly forming since day one.
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A New Era
2026
2026 marks the beginning of a new era. Not because we wanted change, but because it became necessary. After a long and emotionally challenging legal process, we lost the right to our original brand name, PERL. What followed was a period of reflection, resilience, and ultimately clarity.
Choosing Isobel Perl was not a step taken lightly. It is my full name, and therefore my full responsibility. This chapter represents ownership, integrity, and a deeper connection between founder and brand. It is personal, intentional, and unapologetically aligned.
This new era is about stepping forward with confidence, stronger values, and a clearer purpose. The products remain rooted in nature, waterless innovation, and sensory rituals, but the identity is more honest than ever.
Isobel Perl is not just a brand name. It is a commitment to growth, transparency, and creating moments of calm in a fast moving world.
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