Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these business owners.
Like many people, Sabrina Elba once battled skin issues such as inflammation, hyperpigmentation, and dryness. In addition to these frustrations, she also noticed a lack of representation in the beauty industry. “I was looking around and not seeing myself, my skin tone, my heritage, my values, reflected in the wellness and skincare space,” says Sabrina, a Vancouver native who is of Somali descent.
This combination of concerns inspired her to dig deeper into the science of skincare and to talk to her community about what they wanted and needed in their beauty products. Armed with a new understanding of the industry and a renewed empathy for consumers, she launched the skincare brand S’Able Labs with her husband, actor Idris Elba, in July 2022.
“I started to realize that if we didn’t create the brand we needed, someone else might but not with the same care, the same cultural integrity, or the same deep connection to our communities,” says Sabrina, who is also a model and activist.
From the Black Seed toner that’s loaded with antioxidants to the soothing Moringa Lip Salve formulated with African botanicals, the line was “born out of a desire to create skincare that centers melanin-rich skin,” Sabrina says.
Here, Sabrina opens up about her journey launching S’Able Labs, how her Somali heritage informs the brand's products, and the void she aims to fill in the skincare industry.
What inspired you to launch S’Able Labs in 2022?
Growing up, my skin concerns, especially acne and the post-inflammatory hyperpigmentation that followed, really impacted my confidence in my teenage years. Living in Vancouver, there also weren’t many people who looked like me, which only added to that feeling of being overlooked when it came to beauty standards and skincare solutions.
I’ve tried so many different products but none of them were made with melanin-rich skin in mind. They either caused further irritation or damaged my skin. That experience really stuck with me and was a driving force behind launching S’Able Labs. I wanted to create products that were not only effective, but also thoughtful—products that include everyone's needs and not just one group.
How does your Somali heritage and your family's connection to beauty show up in the brand's philosophy?
My Somali heritage is woven into everything we do at S’Able Labs. My mother was such an early beauty influence for me. She would make her own face masks using ingredients like turmeric and qasil, which, at the time, felt like little rituals but in hindsight, were incredibly smart, natural formulations. That approach of combining ancestral wisdom with modern science is really at the heart of our brand.
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How did you come up with the brand name?
S’Able is actually “Elba's” spelled backwards, a nod to both me and my husband. But beyond that, it represents connection. We didn’t want the brand to be about “his” or “hers,” but about all of us as a collective and the idea that taking care of yourself helps you show up better for the people around you. That sense of shared wellness is something we really believe in.
What makes your company's product offerings unique?
S’Able Labs was created to fill a gap in the industry: effective, ethical skincare that centers the needs of melanin-rich skin while benefiting all skin types. Our formulas are dermatologically tested, non-comedogenic, vegan, and fragrance-free and designed to support skin barrier health without compromise.
What sets us apart is our proprietary HyperPrevent™ technology, which targets hyperpigmentation at the cellular level. We combine clinically-proven actives with powerful African botanicals, such as Baobab and Black seed, ingredients rooted in ancestral traditions and known for their antioxidant and anti-inflammatory benefits.
The raw materials that are African are sourced from the African continent. Why is this important to you?
It’s non-negotiable. We want to create value at every level, not just for our customers, but for the communities and ecosystems that make our formulas possible. By sourcing ingredients like Qasil and Baobab directly from African cooperatives and local suppliers, we ensure traceability, quality, and most importantly, economic empowerment for the communities behind them.
It’s important to us that we honor the origin stories of these botanicals and support the communities that have protected and passed down this knowledge for generations. We work with partners who uphold socially responsible practices, protect biodiversity and prioritize sustainability, because beauty should never come at the cost of people or the planet. These ingredients are centuries old, but when combined with the right science and respect, they become the foundation of skincare that’s as ethical as it is effective.
What are some of your best-selling products right now?
The Black Seed Toner is a favorite but across our community. It’s packed with antioxidants and gentle acids that help refine texture, calm inflammation, and visibly reduce hyperpigmentation, making it a go-to for many skin types. It really redefines the category and is an easy step for anyone to add into their routine.
We’re also seeing a lot of love for our new Moringa Lip Salve! It goes beyond basic hydration. It's powered by our HyperPrevent™ technology and infused with African botanicals like Moringa, Prickly Pear, and Marula Oil to treat and protect the lips while helping to even tone and reduce discoloration. It’s truly a step above anything I’ve ever used for lip care, and I’m so proud of how it’s been received.
Are there any S’Able Labs products that Idris especially loves?
Idris loves the Okra Face Serum. It was his first time trying a retinoid and the results he’s seen with the product has kept him hooked. Okra is a big part of West African culture, and he was excited to hear about all of its amazing skin benefits.
Why is it important for people to take their beauty routines seriously?
Because it’s not just about looking good — it’s about feeling good and being intentional with how you care for yourself. A beauty routine can be a form of self-respect. It’s those small, grounding rituals that help you start or end your day feeling more connected and centered. That’s what we try to promote with S’Able Labs. It’s skincare, yes, but it’s also about how you show up for yourself.
Monique Valeris is the home design director for Good Housekeeping, where she oversees the brand's home decorating coverage across print and digital. Prior to joining GH in 2020, she was the digital editor at Elle Decor. In her current role, she explores everything from design trends and home tours to lifestyle product recommendations, including writing her monthly column, "What's in My Cart."
