Rochelle Humes has launched a new beauty brand named after her late grandmother, Eulah, with a focus on affordable and accessible skincare. The brand, Eulah, aims to honor her grandmother’s legacy by emphasizing simple, nourishing products designed to support skin barrier health and repair.

Humes, whose middle name is Eulah, revealed that she experienced teasing as a child over the unusual name. While she once felt embarrassed by it, she has since embraced it as a tribute to her grandmother, who was a significant influence in her life. Eulah was known for her calm demeanor and consistent self-care routine, particularly her emphasis on moisturizing—a practice that contributed to her notably soft and healthy complexion. Despite this gentle approach to beauty, Humes described her grandmother as a strong-willed woman who maintained a commanding presence even during times of illness.

The idea behind the brand emerged partly from Humes’ desire to create skincare products that combine a premium feel with affordability, with all items priced under £12. Eulah’s offerings are not intended to compete with treatments packed with active ingredients or professional facial services. Instead, the focus is on barrier-first skincare, formulated to nurture and protect the skin gently and effectively.

Humes also highlighted the importance of creating products suitable for a wide range of users, including younger individuals who might experiment with adult skincare items. Her experience with her own children and nieces informed this approach, prompting her to ensure the brand’s formulations would be safe and gentle enough even if inadvertently used by teenagers.

Through Eulah, Humes sees an opportunity to celebrate the qualities she admired in her grandmother while providing consumers with straightforward, nourishing skincare at accessible prices. The brand’s launch marks the fulfillment of a longstanding ambition to build a beauty line that reflects both personal heritage and practical values.