Having worked for various international beauty companies for more than a decade, she found herself disenchanted by the industry’s profit-centric attitudes, as well as a half-hearted engagement with social, ethical and environmental causes.

Market share and margins seemingly the driving force behind ideas for product development, Belfort knew there was only one way to do things her way — to go out alone.

She set about founding Herlum: a collection of safe, effective and sustainable solutions with beautiful unisex scents, inspired by her heritage and time growing up in South America.

“Brazil is one of the most biodiverse areas in the world,” she said. “Nutrient-rich soil and a tropical climate make it the perfect home to pure, potent and enriching ingredients. It’s game changing for the skincare world but rarely praised.”

Belfort moved to the United Kingdom to study at King’s College London, where she met her Polish husband, who was also studying in the capital. But while the couple made London home, the budding entrepreneur always held the richness of her Brazilian upbringing and influences, close to her heart.

“On the weekends, my family would often drive to our beach house in Búzios, a beautiful seaside town surrounded by greenery and clear waters,” explained Belfort. “One of my fondest memories was picking the berries from the jaboticaba and tamarind trees in our garden – they had a sweet and tangy taste. There was something so magical about peeling off the tamarinds to reveal the most delicious and pure fruit, grown right there in my family’s garden.

“I can still remember the sights and smells. I love the moment after summertime rain when you can smell the wet earth and trees; the wind mixed with the sea fog; the beautiful Brazilian fruits pitanga (Brazilian cherry) and fruta-do-conde (sweetsop), and, of course, my grandmother’s affectionately made rice and beans, and brigadeiro – my favourite dessert.”

Growing up in Rio de Janeiro, a fun and multicultural city where people are effusive and open-hearted, something mirrored in the beauty brand Belfort has created.

Herlum is a clean, uncomplicated beauty brand founded on the belief that simplicity, truth and clean living make for a better world.

Every product in her concise collection is made with the fewest possible ingredients, using socially, ethically and environmentally conscious processes. With thoughtfully created scents, pleasing textures and effective formulas, Herlum is a daily wellbeing ritual, for everybody.

“For me, true luxury is a world where we all have health, clean air and water and a happy flora and fauna,” she added. “The legacy I hope to leave behind is a brand that brings true wellbeing to people through high quality, ethical products designed with simplicity and for the circular economy.”

Belfort credits her mother, who worked as a producer for the social and environmental television show Globo Ecologia, for playing a role in her success.

“My mum made a lot of sacrifices raising me and my sister and she taught me my values,” she said. “I loved watching and learning from the tv shows she produced. My favourite episode was about Project TAMAR, an organization that protects sea turtles from extinction in the Brazilian coastline. I became obsessed with turtles and I remember sharing everything about this project with friends and teachers in primary school.”

All Herlum scents, lotions and candles are 100 per cent inspired by Belfort’s love of the outdoors, nature and childhood memories of the warmth and energy of her Latin American home. It’s an entirely unisex collection made in the UK with few, fine and sustainably sourced ingredients.

The intention is to make a positive contribution to the beauty industry, by bringing the magic of Brazilian botanicals – combined with self-made scents – to effective hand care and calming scented candles.

“I’m reading Letters to a Young Poet by Rainer Maria Rilke,” Belfort concludes. “His words can touch the soul, and I particularly like this excerpt: ‘It is clear that we must trust what is difficult; everything alive trusts in it, everything in nature grows and defends itself anyway it can.

Belfort believes the same is true for Herlum. In the end, all things sustainable will supersede all else.