Joanna Gardiner leads Elave, a fourth-generation family skincare brand rooted in Ireland since 1934. Inspired by her grandfather Joseph Gardiner’s vision of safe, effective, and honest skincare for sensitive skin, she continues to uphold a legacy of quality, innovation, and care. Under her guidance, Elave combines nearly a century of trusted formulations with modern science and sustainability, helping people around the world feel confident and comfortable in their skin.
Your grandfather, Joseph Gardiner, founded the family apothecary in 1934. Could you tell us more about what inspired him then, and how that founding vision has influenced Elave’s philosophy today?
My grandfather, Joseph Gardiner, opened our family apothecary in 1934 with a clear vision: to create skincare for the family in Ireland especially for those of us with sensitive skin. He believed skincare should be safe, effective and honest. Those principles have guided our family for four generations.
When someone can forget about irritation or discomfort and get sensitive and dry skin relief that is the greatest measure of success for us.
Elave proudly formulates and manufactures all its products in Ireland. Why has it been so important to keep production in Ireland?
Our team in Dundalk combines scientific innovations with decades of expertise, which ensures consistency and trust in every formulation. Manufacturing in Ireland also means supporting Irish jobs, local suppliers, and sustainable practices. For us, being made in Ireland is both a commitment and a point of pride.
What does “Made in Ireland” mean to you personally and professionally?
It’s all about the people at our manufacturing and research facility in Dundalk, a workforce of 80 strong people and producing four generations of family sensitive skincare. This connects us all to the generations before us.
How does Elave differentiate itself from competitors when it comes to creating products for sensitive skin?
Elave was built for people with sensitive skin. Everything we do is guided by expertise, and over 90 years of trusted formulations. Our philosophy ensures every product is made without unnecessary chemicals, such as fragrances, dyes, soaps/sulfates, parabens, or phthalates. We manufacture to global standards and test carefully to guarantee performance and protection.
This is not a marketing concept for us. It is a medical and ethical promise. Our customers often come to us after years of frustration, and helping them finally feel calm, comfortable, and confident in their skin is what drives us every day.
This year marks over 91 years since the founding of the original apothecary. How does it feel to lead a brand with such deep heritage, and how do you ensure those traditions continue to resonate in a modern, global skincare market?
Leading a company with more than ninety years of history is both a privilege and an honour. That history gives us strength, but it also motivates us to keep evolving. The skincare industry moves fast, and our role is to combine heritage with innovation.
We continue to invest in research, sustainable production, and advanced formulations to meet modern needs. Our past gives us credibility, and our innovation keeps us relevant.
Recently you launched Formula 176 Zinc Cream. Could you walk us through what makes this product special?
Formula 176 Zinc Cream captures the essence of what Elave stands for. Made in Ireland, it contains 25 percent zinc oxide and camomile, which naturally soothes and protects irritated or compromised skin.
The formula is free from dyes, fragrances, soaps, and benzyl benzoate, providing a daily protective barrier for minor skin irritations including chafing, razor burn and nappy rash.
We created it in response to real feedback from families and dermatologists who needed a gentle but effective all purpose formulation.
After 90 years of success in Ireland and around the world, what is the main reason Elave’s customers continue to choose Elave every day?
Sensitive skincare doesn’t have to get in the way of life. Our customers have trusted Elave skincare due to one simple reason; it simply works. We earn that loyalty through consistency and care and making a difference in people’s lives. We asked our customers what they thought of Elave sensitive skincare and they told us the impact was immeasurable. People underestimate the impact of sensitive skin and chronic skin conditions. These types of itchy annoying skin conditions can really affect people’s quality of life. We believe in giving skin what it needs everyday with easy to use daily sensitive regimes from head to toe.
Sustainability is a growing priority for consumers. How is Elave addressing environmental responsibility in sourcing, packaging, or production?
Sustainability is central to how we operate. Elave is B Corp certified and independently verified through SEDEX, BRC, and ISO 14001 for environmental management. These frameworks guide our decisions every day. We are constantly improving our packaging, reducing plastics where possible, and working with suppliers who meet strict ethical and environmental standards.
Sustainability is not a slogan for us. It is a disciplined system of goals, audits, and continuous improvement that protects both people and the planet. Our aim is to balance profit with purpose.
Elave is a true family story, now spanning four generations. What are some of the unique strengths and challenges of running a family business?
Running a fourth-generation family business is a great honour. The strength of a family company lies in its continuity and its long-term perspective. We do not make decisions for short-term gains. We make them with the next generations in mind. Sensitive skin issues typically impact the entire family, I suppose it's fair to say sensitive skincare runs in our family.
What does being a Guaranteed Irish member mean for Elave, and why is it important?
Being a member of Guaranteed Irish means a great deal to us. It reflects our commitment to quality, local employment, and community. The Guaranteed Irish mark tells customers that Elave supports the Irish economy and represents excellence in everything we do. It also connects us to a network of businesses that share the same values.
Elave products are trusted by people with extremely sensitive skin. Could you share a customer story or feedback that particularly resonated with you?
The feedback we receive from customers is often deeply moving. We very regularly hear stories from people who are truly desperate for a solution having exhausted seemingly every other option. For example by simply introducing Elave Shampoo that is researched for sensitive skin and scalp you are preventing harsh chemical suds running down the face and body cancelling out all the hard work of applying moisturisers or serums to the body and face. It makes sense but is a very common omission in the everyday regime for themselves or someone they love. In this case the person’s sensitive skin disappeared by simply switching out shampoo.
Looking ahead to the next generation, what’s your long-term vision for Elave over the next decade?
Our vision for the next decade is focused on growth with purpose. We want to strengthen Elave’s position as a trusted global name in skincare while remaining true to our Irish roots. We will continue investing in innovation, and sustainability, and we will keep listening to our customers.
The goal is simple: to help more people experience the relief and confidence that come from healthy, balanced skin. When someone can forget about their condition entirely and simply feel Happy. Skin., that is the real success story.
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