How we got started...

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Fi Organics was started in 2019 introducing a clean, vegan & organic brand to help serve luxury high end hair, skin and body care. Owner Ashlee Rena had  just given birth to her first daughter, Rose. 

 

Not long after, Rose’ skin began to break out, and she developed severe eczema during her first year of life. She would scratch constantly, and nothing Ashlee tried from the market gave her daughter relief. She also noticed Rose hair continued to fall out rapidly. Watching her baby suffer pushed Ashlee into one of the hardest seasons of my life—but it was also the moment her pain aligned her with a higher purpose.

 

With limited resources, she began experimenting in her kitchen, creating gentle remedies with natural ingredients. To my joy, the soothing salves made started bringing real healing to Rose’s skin. For six years, I worked tirelessly, perfecting these formulas with consistency, discipline, and love. She also began to create hair and skin care for the entire family which kept their hair and skin in optimal health.

 

Now, Fi Organics is proud to introduce The Egyptian Baby Elite Eczema Line—a collection born from resilience, a mother’s devotion, and a mission to bring comfort to children and babies struggling with eczema.

 

Today, Ashlee is beyond grateful to share  her journey and my brand with the world, helping families everywhere find gentle, effective solutions—one child at a time.