Gabrielle Zalina launched En Love Beauty as a personal mission to address a problem many people overlook: proper scalp care and moisture. From those beginnings, the brand has grown into a movement that celebrates community, culture, and confidence. With its focus on nourishing the foundation of hair rather than just surface styling, En Love has expanded rapidly into major retailers while staying true to its roots in beauty supply stores. From the hero Moisture Crush Foaming Mousse to the Strength and Length line, every product tells a story of intention, authenticity, and empowerment.
How did your journey into the beauty industry begin, and what inspired you to create this brand?
En Love Beauty was born during one of the most uncertain times in modern history. While the vision was conceived in the heart of the pandemic, we officially launched in 2022 as the world began reopening and rebuilding. At the time, I was running a salon mentorship program inside my salon suite, pouring into other stylists and building community through beauty. When the salons shut down, everything paused. Clients couldn’t come in. Stylists couldn’t work. And I was forced to reflect. I personally struggled with maintaining proper moisture and scalp care. I realized that so many women were focused on styling but not on nourishing the foundation. The scalp was being overlooked. And in that season of stillness, I knew something had to change. As the world began to reopen, I didn’t want to return to business as usual. I wanted to return with intention. En Love wasn’t just about creating products. It was about restoring confidence, starting at the root.
The brand has seen tremendous growth over a relatively short period of time. What do you think has been the key to that rise?
The real spike came in 2025 when we expanded into major retail chains like Dollar General, Tops, Jewel-Osco, and Ingles. That retail placement accelerated everything. But the key wasn’t luck… it was preparation. We built a strong brand identity early. We listened to our community. We solved a real problem: proper scalp nutrition and moisture retention. And when the opportunity came to scale, we were ready. Growth is about alignment. When your product solves a real issue and your brand stands for something deeper than sales, expansion becomes a natural next step.
Your personal story is deeply connected to the brand’s identity. How do you show up authentically as a founder while continuing to evolve the business?
Authenticity comes from transparency. I built this brand because I was the customer first. As the business grows, I allow myself to grow with it. I don’t try to fit into what a “retail founder” should look like. I remain grounded in my wellness routines, my marriage partnership, and my spiritual practices. That’s what keeps me aligned. Evolution doesn’t mean abandoning who you are… it means expanding while staying rooted.
Expansion into major retailers is a huge milestone. What does this growth mean to you and the brand?
Seeing En Love on the shelves of major retailers is deeply emotional for me. It represents accessibility. It means a woman can walk into her local Dollar General and pick up high-quality, scalp-focused care without feeling priced out or overlooked. Retail expansion isn’t just business growth…it impacts growth. It means we’re reaching women who deserve luxury-level nourishment at everyday accessibility.
The braid challenge campaign that sent a winner to Coachella was a big win. Why was this campaign meaningful?
The Coachella Braid Challenge was meaningful because it celebrated creativity. Watching women showcase their artistry, confidence, and cultural expression through braids reminded me why we do this. It wasn’t just about a prize, it was about honoring the culture and giving women a platform to shine. Seeing the winner experience Coachella because of her creativity was a full-circle moment.
Collaboration has been a big part of En Love’s momentum. What do you look for in a collaboration?
Alignment over popularity. Whether it’s subscription beauty platforms or artists like Lee Vasi, I look for authenticity, audience trust, and shared values. The collaboration has to feel natural, not forced. If the partnership doesn’t elevate the community, it’s not for us.
The launch of the new Strength and Length line is a major next step. What inspired this collection, and what makes it different?
The Strength and Length line was inspired by a gap I saw repeatedly: women styling beautifully but lacking proper scalp nutrition. Healthy hair starts beneath the surface. We focused on ingredients that nourish the scalp, promote strength, and support retention, not just temporary shine. This collection isn’t just about length for aesthetics, it’s about strengthening the foundation so growth becomes sustainable.
What is your hero product and what kind of response have you received?
Our Moisture Crush Foaming Mousse is our hero. The response has been incredible. Women love that it delivers curl definition without dryness or flaking. It supports protective styles, braids, and sleek looks while still respecting moisture balance. It’s become a staple…not just a styling option.
What would you like beauty supply owners to know about the brand?
En Love is rooted in community loyalty and cultural responsibility. We didn’t start in corporate boardrooms. We started in beauty supply stores… where culture lives, where conversations happen, where women gather. We value those roots. And as we grow, we grow with them.
Why was it important to remain rooted in beauty supply stores even as the brand expands?
Because that’s where we began. Beauty supply stores are more than retail spaces…they’re cultural institutions. They are accessible, trusted, and embedded in the community. Remaining there is about respect. It’s about honoring the ecosystem that supports Black beauty entrepreneurship. Growth should never mean forgetting where you started.
Looking ahead, where do you see En Love growing next—creatively and commercially?
Creatively, I see deeper storytelling… more campaigns that celebrate culture and innovation. Commercially, I see expanded retail presence, international reach, and continued focus on scalp-centered formulations. But most importantly, I see stronger community infrastructure around the brand.
What’s a recent moment that made you feel proud?
Watching the creativity during the Coachella challenge made me pause. Seeing women show up boldly, creatively, and unapologetically using our products reminded me that En Love is bigger than inventory… it’s a movement. That moment felt surreal.
How do you stay inspired and balanced as a founder?
I prioritize wellness and partnership. My marriage partnership is grounding…building alongside someone who understands vision and leadership is powerful. I also maintain consistent wellness routines to protect my energy. Balance isn’t about slowing down. It’s about staying centered while we expand.
What advice would you give to aspiring beauty founders?
Start with a real problem. Don’t build for aesthetics alone… build for impact. Study your customer deeply. Be patient with growth. And protect your integrity. Trends fade. Purpose sustains.
