This one-of-a-kind jelly shot introduces black seed or habbatussauda as its star ingredient, selected for its ancient healing properties. Historically, habbatussauda was used to treat dyspnea (shortness of breath) and it continues to be recommended today as anti-inflammatory relief for headaches, arthritis and digestive problems. The supplement also contains vitamin C, sakura extract, marine collagen as well as an antioxidant-rich combination of cranberry, pomegranate and blackcurrant.
The idea behind Lush Jelly came from Siti's personal philosophy that beauty comes within. For years, she tried several different combinations of home remedies to maintain her skin and overall health without disrupting her on-the-go lifestyle. "Being a working woman on film sets for long hours can be tough. You are constantly fighting the battle of trying to look your best, feel your best and just maintain a level of sanity while juggling it all," she shares.
However, it was only during the pandemic, when her back-to-back shooting schedule was affected by lockdown restrictions, that she was able to bring her idea to life, with the help of a team of nutritionists and local manufacturing company, Tyani.
"Now more than ever, we know that it's important to take care of yourself," she says.
Why did you choose to name your beauty brand Güzelim?
I wanted to choose a name that was catchy but also meaningful. I had a long list of potential names. One day, my husband (Lutfi Azhar) suggested güzelim, which is what he calls me as a term of endearment. Güzelim means ‘my beautiful’ in Turkish.
I get so many questions about how to pronounce güzelim—it's definitely a conversation-starter. In fact, I have a really cute video of my friends saying the word, without Googling it beforehand. It's actually pronounced "ghee-you-zay-lim".
Tell us a little more about the process behind creating Lush Jelly.
In terms of creating the product and figuring out what ingredients could go well together, it was surprisingly very easy. I knew that I wanted it to be good for the skin, which is why we added sakura extract and collagen, to help with hydration and elasticity from the inside.
But I also wanted the product to boost the immune system and improve gut health. When I first suggested habbatussauda, the team was a little hesitant and I understand why. I've tasted it on its own before and it has quite a strong, pungent taste. But I really wanted to share its benefits with the world. Luckily, it went very well with the berry base.