ABOUT THE FOUNDER

Born In Stockholm, Sweden, Lisa Gustafsson has been fascinated by botanicals since she was a child, when she began collecting flowers and plants in her garden to make beauty concoctions. A keen interest in beauty, combined with a strong connection to the power of scent, has been a constant theme throughout her life.

Gustafsson’s career began with TV and theatrical acting. After studying cinema studies and economics at the University of Stockholm, Lisa split her time between Stockholm and London, where she developed skills working as a news reader for TV3 Sweden. Her successful career in media spans hosting, directing and producing in news, documentary and film, as well as ongoing voice work for TV and brand commercials. London is where she met and instantly fell in love with tech entrepreneur Jonathan, which provoked a full move to London.

THE POWER OF HEALING PLANTS

Lisa’s interest in the healing power of plants was rekindled when she and Jonathan started a family. After spending many nights in A&E with her unwell son, she met a young paediatrician who was open to exploring the not yet widely acknowledged concept of food intolerance. Following an eventual diagnosis of multiple food allergies and coeliac disease, Lisa wanted to achieve a deeper understanding and trained to become a holistic nutritionist, registered with The Complementary Medical Association.

Lisa’s core passion for plants was thus rekindled and she created an eczema cream for her son, blending every few days to avoid using preservatives. In seeing the difference this made to his flare ups, her interest in beauty was renewed and she began to embark on learning about clean beauty.

LOVE YOUR PLANET

Interested by no-water shampoo bars for their environmental impact and almost surreal quality within the market, Lisa found herself disappointed by what was available in the UK. Many products that she tried didn’t work for her hair, and she felt that she could develop a beautiful, effective, allergen free alternative drawing on her expertise in nutrition and plants. Lisa wanted to create a classic shampoo bar for all hair types, something you can rely on and come back to again and again.


The product was developed working alongside a chemist with stellar natural and organic credentials. Scent was a central factor for Lisa and a signature fragrance was developed working closely with a perfumer in the iconic Grasse region of France using natural ingredients such as petitgrain and bergamot.

Sustainability, transparency and education are at the forefront of Lisa’s mission. Born from a mother’s desire to heal her son and drawing on interests in fashion, beauty, white witchcraft, shamanism, numerology and nutrition, Elisabeth33 will launch in June 2022. In numerology, 33 is Lisa’s master number, signifying knowledge, intuition and compassion. Combined with the given name she grew to love as an adult, the name Elisabeth33 embodies the spirit of the brand.

Starting with one product Lisa’s aim is to develop her core concept in hair care and onward growing organically.

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