Erleia is an AAPI-woman founded, earth-friendly natural skincare brand. Our plastic-free, solid and waterless formulas come in paper push-up tubes and industrially compostable packaging that minimizes waste. We serve people who want effective natural skincare without greenwashing or a luxury markup: real routines for real lives, across skin tones, ages, life stages and budgets.

The brand was created when founder Ada Chen was caregiving for her late father and couldn't find accessible, plastic-free options for her own stressed skin. Our mission is to create accessible skincare and self care products for all, because taking care of yourself shouldn't be a luxury, but something everyone deserves on their own terms.

Ada Chen is the Founder & CEO of Erleia, an AAPI-woman founded, earth-friendly natural skincare brand. She was inspired to start Erleia by her experience caregiving for her late dad, a process that taught her the true importance of self-care.

Erleia is a 1% for the Planet member, certified Women Business Enterprise, and PETA Cruelty-Free brand with retail partnerships that include Grove Collaborative and Natural Grocers.

Prior to Erleia, Ada led product marketing for a publicly traded tech company and multiple early-stage startups. She is a past Forbes contributor and holds degrees in Finance and Economics from NYU's Leonard N. Stern School of Business.

Ada is active in the Taiwanese American community, having served as National President of the Intercollegiate Taiwanese American Students Association and on the board of Taiwanese American Professionals' San Francisco chapter. She is also the founder and host of the Asian Sewist Collective podcast and a co-founder of Unfold Den, a community-focused sewing studio building creative literacy in Denver.