Elizabeth Davis: how I invented my own beauty products
Ex-engineer Elizabeth Davis formulated her own products in her spare time to gain an edge in the ultra-competitive beauty industry.

“As an engineer, Elizabeth Davis helped plan the construction of Porsche’s North American headquarters in Hapeville, Georgia, and was on the team that built the MGM Casino at the National Harbor in Washington DC,” says Elaine Pofeldt in Forbes. But when she wasn’t working on these grand projects, Davis, 34, spent her time on a more humble pursuit: her hair. “In a perpetual quest for longer locks, Davis would mix up natural elixirs and other products she made with herbs, essential oils and Ayurvedic products at her home.”
Ayurveda, the traditional Hindu system of medicine, is based on the idea of balance in bodily systems and applying herbal treatments for wellness. Davis (pictured) would test her recipes on herself and friends, and when she found they worked to her satisfaction, she turned her passion into a side business called Shedavi in 2014. Alongside her full-time job it took her two years to develop the product, branding, and to organise the basic things she needed for the launch.
She started mixing up products in her kitchen, where she made the first 1,000 units of the first product, a hair and scalp elixir. She brought in about $2,000 the first weekend after her product launch. Davis has since grown her luxury hair-care brand, which now also sells vegan products such as shampoo, styling products and vitamins, to a seven figure, one-woman business. Her brand gained traction quickly and from February 2016 to 2017, Shedavi brought in about $1m in revenue per year. Davis says the business has only grown since.
Subscribe to MoneyWeek
Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE

Sign up to Money Morning
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
By formulating her own products, Davis gained an edge in the crowded and competitive beauty industry. “The most important thing is to distinguish yourself,” she says. “Even though my products are natural and Ayurvedic, they are unique. No one else is selling my product.”
Sign up for MoneyWeek's newsletters
Get the latest financial news, insights and expert analysis from our award-winning MoneyWeek team, to help you understand what really matters when it comes to your finances.
Nic studied for a BA in journalism at Cardiff University, and has an MA in magazine journalism from City University. She joined MoneyWeek in 2019.
-
GTA 6 release window confirmed: Is it game on for the Take Two Interactive Software stock?
TTwo’s earnings report today has confirmed that GTA 6 will be released in autumn 2025. Can investors cash in on what could be the biggest launch in entertainment in over a decade?
By Kalpana Fitzpatrick Last updated
-
Three stocks in recruitment companies with promising recovery plays
Recruitment agency Robert Walters and its peers are struggling, but now's the time to buy, says Rupert Hargreaves
By Rupert Hargreaves Published
-
UK wages grow at a record pace
The latest UK wages data will add pressure on the BoE to push interest rates even higher.
By Nicole García Mérida Published
-
Trapped in a time of zombie government
It’s not just companies that are eking out an existence, says Max King. The state is in the twilight zone too.
By Max King Published
-
America is in deep denial over debt
The downgrade in America’s credit rating was much criticised by the US government, says Alex Rankine. But was it a long time coming?
By Alex Rankine Published
-
UK economy avoids stagnation with surprise growth
Gross domestic product increased by 0.2% in the second quarter and by 0.5% in June
By Pedro Gonçalves Published
-
Bank of England raises interest rates to 5.25%
The Bank has hiked rates from 5% to 5.25%, marking the 14th increase in a row. We explain what it means for savers and homeowners - and whether more rate rises are on the horizon
By Ruth Emery Published
-
UK inflation remains at 8.7% ‒ what it means for your money
Inflation was unmoved at 8.7% in the 12 months to May. What does this ‘sticky’ rate of inflation mean for your money?
By John Fitzsimons Published
-
VICE bankruptcy: how did it happen?
Was the VICE bankruptcy inevitable? We look into how the once multibillion-dollar came crashing down.
By Jane Lewis Published
-
Would a food price cap actually work?
Analysis The government is discussing plans to cap the prices of essentials. But could this intervention do more harm than good?
By Nicole García Mérida Published