Our story
A salon in Ghana. A studio in London. One ritual, refined.
NEDE — Eden spelt backwards — is a family story before it is a brand. It began in Rooney's salon in Ghana: a place of care, community and ritual, where natural oils and butters were blended by hand for the women who trusted her with their hair and skin.
From Rooney to Emelia
Rooney's daughter, Emelia, grew up in that salon. She trained further and spent more than twenty years as a professional stylist in London, working across every hair and skin type. The same natural oils she'd been raised with kept quietly outperforming what she saw on shelves — for dryness, buildup, breakage, irritated scalps, and the changes that come with age.
NEDE is those traditional blends — shea butter, cold-pressed avocado oil, frankincense — refined by two decades of professional experience into products that work on real hair, on real skin, for real people.
Our vision
Natural care shouldn't feel like a compromise. Our vision is a shorter, calmer routine — a few well-formulated products used with intention — that respects both the person using them and the traditions and ecosystems they came from. Care that feels like ritual and behaves like expertise.
How we make things
- Outcomes first. Every ingredient earns its place because of what it does — softer skin, calmer scalp, hair that holds moisture — not because of what it sounds like on a label.
- Heritage ingredients. Shea, avocado oil and frankincense sit at the centre — the same botanicals used in the salon, chosen because they perform across hair and skin types.
- Small batches. Hand-blended in small runs for freshness, quality control and less waste.
- Plant-based, cruelty-free. Made for routines that already lean vegan, spa-led or clean — without asking you to change what you love about them.
- Honest labels. Full ingredient lists on every product. No hidden fragrance blends.
Frequently asked
- What does NEDE mean?
- NEDE is Eden spelt backwards — a nod to the garden, and to the natural ingredients at the heart of every product.
- Who is NEDE for?
- NEDE is made for anyone who cares about natural, plant-based routines that still deliver. It sits comfortably alongside yoga, vegan and spa-led rituals, and works across hair and skin types — with particular care for scalp health, dryness and the changes that come with perimenopause.
- Are the products vegan and cruelty-free?
- Yes. NEDE is plant-based and cruelty-free. We only work with suppliers who share that standard.
- What are the hero ingredients?
- Shea butter, cold-pressed avocado oil (one of the few oils that genuinely penetrates skin across skin types) and frankincense — the same natural ingredients Rooney used in her salon, refined for consistent results.
- Where is NEDE made?
- Every batch is hand-blended in small runs so we can control quality end-to-end, keep formulas fresh, and reduce waste.