Sweetwater Labs Co-Founders Nadia Doh and Yoav Irom on Building a Natural Skincare Brand From a Decade of Botanical Research and a Refusal to Compromise
New York-based natural skincare brand Sweetwater Labs is sharing the founder story behind one of the most quietly loyal customer communities in independent skincare. Co-founders Nadia Doh and Yoav Irom built the brand out of a decade of apothecary and botanical science research, and a refusal to release a product that did not actually work. That standard has shaped every product the brand has released since.
New York, NY, USA — September 8, 2026 — Sweetwater Labs, the New York-based natural skincare brand founded by Nadia Doh and Yoav Irom, is sharing the founder story behind one of the most quietly loyal customer communities in independent skincare. Ten years of apothecary and botanical science research, a refusal to release a product that did not actually work, and a hands-on approach to the customer relationship have combined to build a brand that has grown steadily through word of mouth, editorial recognition, and the loyalty of the customers who have discovered it.
The origin of Sweetwater Labs is rooted in a personal frustration. Nadia and Yoav had spent years searching for natural skincare that genuinely performed. Products with beautiful branding but disappointing results. Products with impressive ingredient lists that fell short in practice. Products that promised to work for sensitive skin but delivered irritation instead. That gap between what natural skincare promised and what it actually delivered became the reason Sweetwater Labs exists.
Rather than launch a brand and figure it out from there, Nadia and Yoav spent ten years researching. Apothecary tradition. Botanical science. Ingredient sourcing. Formulation. The chemistry of what makes certain natural ingredients genuinely effective and what makes others cosmetic in name only. That research is what made Sweetwater Labs possible, and it is what continues to shape every product the brand releases. New arrivals are not launched to fill a marketing calendar. They are launched when the formulation has met the standard the founders hold every product to.
The Sweetwater Labs philosophy also extends to the customer relationship. Both founders remain personally involved in the brand, from the formulation of new products through to the customer service experience. That involvement is unusual at the size the brand has grown to, and it is one of the reasons customers describe Sweetwater Labs the way they do.
One verified reviewer, a PR professional, captured the founder's involvement in her own experience with the brand. "Met Nadia and Yoav at Grand Bazaar. I work in PR and have seen tons of products, but I have not met owners so honest and so passionate about their products, ones which really do what they say." — KW.
Another verified reviewer summarised the pattern that Sweetwater Labs has come to define. "If you are wondering if you should try this product, go for it. It is no secret that it is next to impossible to find skin care products that are truly natural and actually work. But everything I have purchased from Sweetwater Labs has been so amazing. My skin looks great and it smells wonderful. I only wish the bottle was bigger. I cannot wait to try the other products as well." — OD.
The founders' commitment to standards has been recognised externally as well. Sweetwater Labs products have been featured in People, Vanity Fair, Elle, Harper's Bazaar, and Women's Health, and the brand has recently been awarded the Google Top Quality Store badge, a distinction reserved for the top three percent of e-commerce brands worldwide. Together, those third-party recognitions reflect the same standards Nadia and Yoav set for themselves at the beginning.
The catalog those standards has produced now spans a full range of natural skincare, bath and body, perfumes, candles, and jewelry, all available through the brand's online storefront. Flagship favourites like the Rose Face Oil and the Vitamin Face Serum sit alongside a growing collection of new arrivals, each one held to the same threshold.
For customers who want to learn more about the founders and the philosophy behind the brand, more information is available at sweetwaterlabsnyc.com.
About Sweetwater Labs
Sweetwater Labs is a New York-based natural skincare brand founded by Nadia Doh and Yoav Irom. The company offers a full line of highly effective natural skincare, bath and body, perfumes, candles, and jewelry through its online storefront, with free shipping across the United States. Sweetwater Labs has been featured in People, Vanity Fair, Elle, Harper's Bazaar, and Women's Health, and has been awarded the Google Top Quality Store badge. More information is available at sweetwaterlabsnyc.com.
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