Rena Roots is a growing skincare brand founded by Albanian entrepreneur and longtime humanitarian professional Irena Loloci. The company creates high quality serums using ingredients sourced from communities in Albania and Afghanistan, helping generate stable income for local farmers while delivering skincare rooted in science and tradition.
From Albania to Global Humanitarian Work
Irena grew up in Albania, inspired by mountains, medicinal plants, and traditional healing practices. Later, after moving to the United States, she joined the United Nations World Food Programme and worked around the world in crises and emergencies, including in Afghanistan, Ukraine, West Africa, Colombia, and more.
While working in Afghanistan, she visited a rose oil distillery that provided income to families rebuilding their lives. The experience reminded her of farming communities back home in Albania, who had valuable agricultural skills but limited access to international markets. This became the starting point for Rena Roots.
Skincare Based on Nature and Science
According to the company, Rena Roots develops small-batch vegan serums formulated in Arizona with a biochemist trained under Nobel Prize-winning biochemist Dr. Luis Leloir. The two hero products are:
- Afghan Rose Serum
- Albanian Immortelle Serum
Both products combine rare botanical oils with proven science-backed active ingredients. The goal is to offer effective, premium skincare while supporting livelihoods in areas where ingredient production can make a meaningful difference.
What Makes Rena Roots Different
Rena Roots stands out for two main reasons:
- Premium ingredients sourced directly from farmers in Albania and Afghanistan, including women in remote regions.
- A formula development process focused on measurable results backed by scientific research.
The brand is fully bootstrapped yet has demonstrated strong traction, including, according to the company, selection for the Sephora Accelerate program. Rena Roots says its products are available in the United States, Switzerland, and Tirana, Albania, and the brand’s website lists press coverage including British Vogue and GQ. According to the company, Danish supermodel Helena Christensen has praised the Albanian Immortelle Serum, calling it “magic.”
Challenges Along the Way
Building a brand that focuses on ethical sourcing and scientific performance has not been simple. Creating reliable supply chains with small farming communities takes time, trust and long-term relationships. Introducing a new brand into the global beauty market has also required strong visibility and consistent customer education.
Like many independent brands, Rena Roots has faced the challenge of standing out without large advertising budgets. The company is responding by partnering with aligned niche retailers, sharing real stories from the communities behind the ingredients, and building a loyal audience of customers who value both performance and social value.
Albanian Identity at the Core
Irena’s Albanian heritage is central to the business. By sourcing immortelle oil from northern Albania and proudly placing the map of Albania on product packaging, Rena Roots brings global attention to the country’s natural resources and craftsmanship. The work also supports farmers and women harvesters in regions with limited income opportunities.
Growing the Impact
Looking ahead, Irena hopes to scale the brand in a way that creates more jobs and brings additional Albanian communities into the supply network. Increasing visibility is a key priority, as stronger brand awareness leads directly to expanded economic benefit for partner communities.
Learn More
Customers who want to support the mission and experience the products can:
- Visit the website: renaroots.com
- Follow the brand on social media
- Rena Roots is expanding its US and Swiss retail and med-spa network. If you’re an Albanian founder in the beauty or wellness space, we would be honored to explore a partnership. Connect directly with the founder at irena@renaroots.com
Rena Roots proves that skincare can transform skin, and lives. Every bottle delivers results for customers while helping families and communities rebuild their futures.
Frequently Asked Questions
Who founded Rena Roots?
Rena Roots was founded by Irena Loloci, who was born in Albania and worked for more than a decade with the United Nations World Food Programme in emergencies. A 2017 visit to a rose oil distillery in Afghanistan inspired the brand.
What products does Rena Roots make?
Its two hero products are the Afghan Rose Serum and the Albanian Immortelle Serum. The immortelle is hand-harvested in Albania.
How does Rena Roots support farming communities?
The brand sources ingredients from farmers in Albania and Afghanistan, including women harvesters in remote regions, to create income in areas with limited opportunities.
Author: Val Demiri
Valbona is an editor and writer at ALB Connection, where she covers the people, businesses, and culture shaping the Albanian diaspora. A journalism graduate of the University of Iowa, her work spans community profiles, success stories, and features on Albanian life across the US, Europe, and beyond. She is drawn to stories that celebrate Albanian achievement and keep the community connected across borders.
