WRITTEN BY: KATE MACCABE
As we wind down summer, our Founder Series for August introduces Glean Qasil and its visionary founder, Hibo Elmi. The product line Elmi created is like opening a window into a world where ancient beauty rituals meet modern innovation. Born in the Netherlands and raised in the UK by Somali refugee parents, Hibo’s journey is one of cultural fusion and entrepreneurial spirit. With a deep-seated love for beauty, inspired by her mother’s traditional routines,
Hibo has turned her passion into a purpose-driven venture. Glean Qasil is more than just a brand—it’s a celebration of Somali heritage, offering time-honored beauty secrets with a contemporary twist. Through Glean, Hibo is on a mission to share the rich traditions of her roots with the world, all while embracing sustainability and authenticity.
RAPID FIRE Q&A WITH HIBO ELMI: GLEAN QASIL FOUNDER SERIES
Q: Can you share a little bit about your background?
A: I was born in the Netherlands but grew up in the UK. My parents were Somali refugees who came to the Netherlands in 1987, bringing along their rich culture and stories. Growing up, I always felt a bit torn between being too Somali or too Dutch, but that mix really shaped who I am. I kicked off my entrepreneurial journey at 21 and tried out a bunch of different businesses—everything from a drive-through cinema to a restaurant and wedding decoration. I’ve got a degree in Business, and entrepreneurship runs in my family. Glean is my way of honoring my roots by blending ancient Somali beauty rituals with a modern twist.
Q: What inspired you to launch Glean Qasil?
A: My love for beauty really started with my mum. I was always mesmerized by her beauty routines. Whether she was taking care of her skin, hair, or experimenting with different fragrances. Watching her was my introduction to the world of beauty, and qasil, in particular, became a favorite of mine. As an entrepreneur, I’m always brainstorming new ideas. I realized that these amazing beauty secrets from our culture were hidden gems, largely unknown to the rest of the world. That’s what inspired me to start Glean. I wanted to share these incredible, time-tested rituals with a global audience. Africa has been left out of the beauty conversation for too long, and I’m excited to finally bring these rich traditions into the spotlight.
Q: What makes Glean Qasil unique?
A: Glean Qasil is special because it stays true to Somali tradition while giving it a modern twist. We use qasil and other natural ingredients that have been cherished in the horn of Africa for centuries. While we stick to these time-tested ingredients, we’ve added fun and quirky packaging to make the experience fresh and engaging. And of course, everything is sustainably sourced and crafted with care.
Q: What has been the most challenging part of bringing Glean Qasil to life so far?
A: Educating people about qasil has been a challenge. A lot of people haven’t heard of it before, so getting the word out and building trust takes time. But it’s worth it when customers try our products and love them.
Q: What is the most fulfilling part of bringing Glean Qasil to life?
A: The best part is hearing from customers who tell me how much they love our products and how qasil has helped transform their skin. It’s also really fulfilling to know that I’m sharing a piece of my culture with the world and supporting local communities through our sourcing.
Q: Best advice you’ve ever received or advice you would like to share with aspiring founders and entrepreneurs?
A: The best advice I’ve received is to stay true to your vision and don’t get distracted by trends. For aspiring founders, I’d say, believe in your story and your product. Authenticity is what connects with people and makes your brand stand out.
Q: Can you share a little about any exciting launches coming up for Glean Qasil?
A: Right now, we don’t have new products in the works, but we’re excited about expanding our reach for our best sellers like the Magic Dust Qasil Powder Dual-Action Cleanser + Exfoliator. We’re getting ready to launch Glean Qasil on some major marketplaces soon. This will make it easier for more people to find and try our products. I’m looking forward to connecting with a wider audience and sharing the benefits of qasil with even more people!
Q: What trends are on your radar in the ecommerce space, to help drive Glean Qasil’s growth?
A: I’m really excited about TikTok Shop. It’s turning into a big place where people can find and buy products right from videos. We’re looking forward to launching on TikTok Shop soon, it’s such a great way to connect with our audience and show off Glean Qasil in a fun, interactive way.
Q: Where can consumers learn more about you and Glean Qasil?
A: You can learn more about us on our website at www.gleanqasil.com and follow us on social media for the latest updates, tips, and behind-the-scenes looks. Find us on Instagram, TikTok, and Twitter. We’d love to connect with you there!
Interested in supporting and partnering with founders as they bring their vision to life? Contact Flywheel Strategy to start the conversation.
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