In the bustling world of beauty care, where buzzwords often overshadow substance, one brand stands out by combining cutting-edge science with the purity of nature. Belfiore Herbal, founded by Dr. Zehra Murthy, Ph.D., is more than just a skincare brand—it’s a culmination of over 40 years of scientific research, a passion for plant-based living, and a commitment to authenticity. In a recent episode of the Plant Based On Fire podcast, hosted by Bryan, Dr. Murthy shared her inspiring journey from molecular biology to pioneering a truly vegan and botanical-based skincare line.
From Lab to Farm: The Birth of Belfiore Herbal
Dr. Zehra Murthy’s path to entrepreneurship is as unique as it is inspiring. After immigrating to the U.S. from India in the 1970s, she dedicated her life to studying human cell and molecular biology at UCSF, contributing to numerous scientific journals. But as she approached retirement, Dr. Murthy’s passion for science took a new direction—skincare.
“I didn’t want to just sit and watch TV after retirement,” she explains. “I wanted to give back my knowledge of science to society in a way that everyone could benefit from.”
This desire led her to launch Belfiore Herbal, a brand rooted in scientific principles and committed to using only plant-derived ingredients.
The Science Behind the Beauty
Belfiore Herbal isn’t your typical skincare brand. It’s built on the foundation of Dr. Murthy’s extensive research in cell and molecular biology. Unlike many mainstream products that promise miracles with synthetic chemicals and misleading labels, Belfiore Herbal relies on the natural synergy of botanicals.
“Healthy skin comes from proper cell division, healthy collagen production, and efficient dead cell removal,” Dr. Murthy explains. “Our products are designed to support these processes naturally, without clogging pores or using harmful synthetic chemicals.”
The secret? Dr. Murthy formulates her products with high levels of vitamins A, B, C, D, and E, all derived from plants grown on the Belfiore Herbal farm. Each ingredient, from the lavender essential oil to the marigold hydrosol, is carefully cultivated and processed to ensure the highest quality. This commitment to purity extends to their stance against animal-derived ingredients, including popular skincare staples like collagen and hyaluronic acid. Instead, Belfiore Herbal products promote the skin’s natural ability to produce these compounds, ensuring true, long-lasting results.
Insights You'll Gain from This Episode
The Importance of Ingredient Synergy: Learn why using too many ingredients can be counterproductive in skincare and how Dr. Murthy’s approach focuses on the harmony between ingredients.
Science-Backed Skincare: Understand the biological processes that drive skin health and how botanical ingredients can support these naturally.
Ethical and Sustainable Beauty: Discover Belfiore Herbal’s commitment to sustainability, from sourcing raw materials from a female farm collective in Ghana to using eco-friendly packaging and refill options.
Advice for Aspiring Entrepreneurs: Dr. Murthy shares valuable lessons on starting a plant-based business, including the importance of thorough research, testing, and community feedback.
A Family Affair with a Global Impact
What sets Belfiore Herbal apart is not just its scientific foundation but also its ethical business model. Dr. Murthy, along with her son Rohit, runs the company as a mother-son duo, ensuring that every aspect of the business aligns with their values. From sourcing organic shea butter directly from female farmers in Ghana to donating 20% of profits back to the farm collective, Belfiore Herbal is as committed to making a positive social impact as it is to delivering flawless skin.
Dr. Zehra Murthy’s journey from molecular biologist to skincare entrepreneur is a testament to the power of science, passion, and ethical business practices. Her story is an inspiration for anyone looking to blend purpose with entrepreneurship, especially in the plant-based industry. As she continues to innovate and expand Belfiore Herbal, Dr. Murthy remains focused on one simple yet profound goal: to make people feel their best and most confident through flawless, healthy skin.
For those interested in learning more about Dr. Murthy’s work or trying out Belfiore Herbal’s products, visit BelfioreHerbal.com. And as always, keep the fire burning for plant-based innovation and entrepreneurship.
🔗 Useful Links:
Website: www.belfioreherbal.com
Instagram: www.Instagram.com/belfioreherbal
Facebook: www.facebook.com/belfioreherbal
Subscribe to the Plant-Based On Fire podcast on YouTube or your favorite streaming platform today and stay connected with our ongoing exploration of the complex plant-based business world.
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Episode’s Transcript
Please understand that a transcription service provided the transcript below. It undoubtedly contains errors that invariably take place in voice transcriptions.
Bryan (00:00)
Hello everybody and welcome to Plant Based On Fire, where we talk about plant based businesses and their inspiring stories to thrive in our industry. I'm your host Bryan and joining us today is Zehra Murthy. She is a doctor PhD who has over 40 years in human cell and molecular biology research and experience. And Zehra is the founder and lead scientist at Belfiore Herbal. It's a vegan.
and botanical based beauty care brands. So welcome to the show, Zero.
Zehra Murthy (00:31)
Well, thank you. That's me. Like he said, I'm Zehra Murthy. I've been working at UCSF for last however many 40 years or so. my favorite subject of research is genetics, cell, and molecular biology.
Now, when I say genetics, means it's more I have worked on developmental genetics and how the genes affect with the different chemicals and stuff. And while working with that, to understand and to learn about every gene, the way we learn is to first
we either delete the gene or remove or at least part of it isolated. And how we do that is to use the chemicals. a chemical is the one which makes the mutation on our genes.
Bryan (01:27)
Mm
Zehra Murthy (01:38)
And that's how, know, and so if something goes wrong in one gene, then it follows the other genes also would not turn on. And it goes on and on, and then you get mutations, especially in development. It's really bad in the sense that.
I mean the kids would be born with a of problems.
Plus, my other work is on cell -to -cell communication. suppose if the gene is not broken. But if something goes wrong in the communication of one cell to other, and that communication happens with some of the enzymes. And chemicals can break those enzymes also.
Bryan (02:09)
Mm
Zehra Murthy (02:27)
than the intracellular matrix which is necessary to have those communications.
Bryan (02:34)
Yes, and you're an expert in this field for sure. I'm curious if you could take us back in time and just tell us a little bit about your journey on like how you got here and how did all this experience in genetics and stuff lead to you creating the skincare company? So take us that brief history.
Zehra Murthy (02:54)
Right. Brief history, sure. So now, after working all these years, I'm 74 now. OK? Four years ago, I thought about it that, you know, I'm going to retire one day. And I will not. I did a lot of community work.
and stuff. So I thought I will do something. I will not just sit and watch TV. Right. And so I wanted to do something to so I can help the people. And with that thought, I started doing a lot of research. I mean, I love the plants. So and for all these years, I had used a lot of plant oils and all that on myself.
So I did a lot of research on it and I decided, well, I want to give back my knowledge of science to the society. And how would I do it? Simple way which everybody can use it. Everybody and anybody can benefit from that. With that thought, I wanted to do something which we can grow and make ourselves. I didn't want it to depend on
others too much which something which we can create I can formulate and and and we can make our own oils and stuff and that's how I started it so we grew all those herbs we make our own oils and I formulate and make different skin and hair care products.
Bryan (04:29)
That is awesome. And like I'm, I'm on the guy side of this and I don't use these products all that often as much as the women do around me. so I was just reading and learning a little bit more about you and your bio and stuff and talk to me about some of the challenges you see in the skincare industry because I was trying to read up about the collagen and all that kind of stuff. like with your scientific background,
Like how do we create the products that are actually going to help enhance your skin? Obviously reduce the wrinkles and all that stuff and bring out our natural beauty that that's hiding there. Right.
Zehra Murthy (05:05)
Right. So the first when you said you are the guy side and you don't use it as much. You know, that's what when the guy says, I tell them everybody has skin. OK, skin is our larger and we need healthy skin. It has nothing to do with a lot of wrinkles, not wrinkles. This that why the wrinkle happens, why this happens.
Bryan (05:13)
I know I should probably but
That's right.
Zehra Murthy (05:32)
If we keep our skin healthy, those things would not happen. the woman skin or men's skin, they all have similar three layers, has all those dermal cell, epidermal cell, and all those cells. So there is not a big difference in it. Now, tell me about the other question you had asked.
How I forget in between.
Bryan (06:00)
No, that's okay. I just like, you know, the challenges in the skincare industry, you know, we, we have those three layers in our skin. How does your product differentiate? Yeah.
Zehra Murthy (06:05)
I tried, didn't really.
with the other. Okay, right. So the main thing is ours is non -comedogenic. Okay, means all three oils or three lipids. Our skin has, the God has made it very ingenious way. Like if those three lipids are not in equal amount, nothing will penetrate properly or it clogs the pores.
and it causes all kinds of problems. So, well -fired product, have used physiologic lipid. There are physiologic lipid and non -physiologic lipid. The physiologic lipids are all plant -based and it has to have three lipids of equal amount. And those three lipids are ceramide, fatty acid, and cholesterol.
And the oil, the base oil which I use is sunflower oil. And that is same as our own body produces our oil. So that's a base oil, but every ingredient which I use and every oil or even shea butter, they all are of the same quality. Plus other thing, I do not use any
Bryan (07:13)
Mm
Zehra Murthy (07:29)
synthetic chemicals or petroleum product. So synthetic chemical I just talked about there are a lot of them which can cause some genetic problem. petroleum products are non physiologically built means it will not penetrate in your skin it will just stay on top. It may help you for a while but
it may cause more problems than it would help. Now, other thing you had said about the collagen. Now, a lot of products is, okay, they're putting the collagen in it. Collagen molecules are very big molecules. They would never enter in your skin. Because only, like I said, our skin has...
Bryan (08:01)
Mm
Zehra Murthy (08:17)
is very ingenious way it has been made. Big molecules would not enter. So our product has more vitamin A like I make the vitamin A from carrot and that and vitamin E also coming from carrot also plus from sunflower oil and all other oils and that helps in making a lot of collagen.
Bryan (08:22)
Mm
Mm
Zehra Murthy (08:43)
while my other products, other ingredients which I use has the thing to make a lot of hyaluronic acid. even other products makes, mean puts hyaluronic acid, which is synthesized, or it's coming from animal.
Bryan (08:43)
Okay.
Mmm.
Zehra Murthy (09:04)
Right. And those are small molecule, mean sodium hyaluronate, most of the other brands uses it. That is very small one, which synthesized with and isolated from animals. They put it in, which goes only in the dermis probably and helps. While our product has Ashwagandha oil,
Bryan (09:26)
Mm
Zehra Murthy (09:31)
which helps in making three different molecular weight hyaluronic acid, which is the smallest one goes in the dermis and produces or makes a of hyaluronic acid, which keeps the intracellular matrix nice and hydrated. Middle one stays on the epidermis cells, while the largest one stays on top of your dermis to keep it.
keep your skin hydrated. And the other thing we have, our ingredients, makes collagen peptide. Now why do you need some of the collagen peptide? Like some of the other product does say that they have put in collagen peptide. Now what is collagen peptide in general? Those are special amino acids.
Bryan (09:59)
I see.
Zehra Murthy (10:20)
which helps in making your skin barrier healthy. You need those special amino acids to keep barrier pH normal and hydrated. the ingredients which I have used make
helps in making those are there are lamellar cells those makes special peptides or those amino acids to keep your barrier healthy. I hope I have answers.
Bryan (10:52)
Mm
That's awesome. No, no, you went into a lot of detail. mean, you really, you really think about those three layers of the skin and how you want to make sure you're nourishing and protecting each layer. makes total sense to figure out what chemicals work with what and which ones does that layer need to survive and thrive. so you've got Balfiore Herbal's website, you're selling these products, but talk to us about a little bit more about your business model, because what I was reading,
Zehra Murthy (11:07)
Right, right, right.
Bryan (11:24)
is you have a big give back component too. So talk to us about how your business model has changed and it's working.
Zehra Murthy (11:27)
right so yeah
sorry. came. Yeah. So we for Ashwagandha, not Ashwagandha, but for Shea Butter. Shea Butter is the one we buy from the people who gets it from Ghana, Africa.
Bryan (11:38)
Mm
Zehra Murthy (11:49)
and they support these women there in Ghana who isolates all these shea butter.
These two ladies, go to Ghana, Africa every three to four months, they bring it and they sell it to us. So I buy it, we at Belfour, we buy it just from them. We don't buy it from anywhere. That shea butter, we know it's organic and all, and we give back to them 20 % of that shea butter's profit.
Bryan (12:27)
Mm
Zehra Murthy (12:27)
to support them. That's one of our giving back thing. Plus I do give a lot of things in fundraising donations, the schools, plus cancer research and...
Bryan (12:32)
That's awesome.
Mm -hmm.
I I was reading something about the female farm collective as well.
Zehra Murthy (12:50)
The ride, there's a horse, you know, the helpful horses. It's one of the organization, they help out dementia patients. And these are quite a few places here they have. They have these farms where dementia patients can go and it's free for them.
Bryan (13:03)
Mm
Zehra Murthy (13:16)
It's only run by the fundraiser, fundraising things. So I do support them too. I belong to, I mean, I connected a few business women's groups and there I find good connections. It's where I can donate also. Right. So those are some of the things we do.
Bryan (13:34)
That's.
So you have this amazing scientific background. You have this skincare product that's taking off on that front. You're, like you said, 74 years old. How do you give back that wisdom to the entrepreneurs that want to maybe get into skincare themselves or something like that? What advice do you have for other entrepreneurs that want to launch a plant -based business and other scientists that may want to say, should I get into business?
So tell us some tips and tricks and advice for them.
Zehra Murthy (14:09)
Sure. So I will tell what I did, what I thought and did.
First, decide on ingredients. Learn lot more about every ingredients, what you want to use. If those works in harmony or not, just don't go on the thing that, yeah, that is really good. We should be just using it. that's good. Because I noticed some people use 65 ingredients in one product. Now, I don't know how they would.
Bryan (14:34)
Mm
Zehra Murthy (14:43)
I mean, how could that work in synergy with each other? So first, have to decide on ingredients, learn about that, make sure they work in synergy with each other, learn about how our skin cells are. And of course, we all will not know everything. Go and talk with the expert.
Bryan (14:48)
Mm
Zehra Murthy (15:10)
even though my research is on cell and molecular biology and all, but I had not worked on human skin as such. So after I formulated and all that, I had read lot of paper of one of our professors at UCSF, he's MD, PhD, Dr. Peter Elias.
Bryan (15:19)
Mmm.
Zehra Murthy (15:32)
I talked with him. I showed him all my product, all my ingredients, their formula and all. And once he said, yes, it's fine. It's all physiologically and all that. It will help in making enough collagen and all. Then I started not just marketing. Before I market,
I gave away a lot of products and things to try out. So I have a good group of people, few groups, like I have my neighborhood ladies. When I started it, when I started this, it was COVID time. So we meet neighborhood ladies, are about seven or eight of us. We started meeting every...
Bryan (16:01)
Mm
Yep.
Yes.
Zehra Murthy (16:24)
now and then in somebody's backyard or so. And I give it to them to try it out, take their feedback. And everybody has their daughters, granddaughters, this, that. So we give to one person and four or five people would be using it. So I get feedback from 40 of them. So that's how in different groups I got it. After getting all the feedback, I did more.
work on it and then I started selling and I went and sold. I still go to the maker's market. It's the maker's market where you here in the Bay Area we have it like whoever makes their wear their products you take it and you sell it there and I found good connection and I learned.
Bryan (17:17)
Mm
Zehra Murthy (17:20)
I learned a lot. I didn't have much of the business background. I joined the Chamber of Commerce to get the connection and to learn. Plus, I have my family support. Both the sons are with me in the business. My husband also is a scientist.
Bryan (17:26)
Mm -hmm.
Zehra Murthy (17:47)
He's my really big bone. So yeah, so I have family support. You need the support.
Bryan (17:49)
That's great
And it's, you hit the key tenants of it. Like I see a lot of people that start off with a product and, they try to say, okay, look, let's just start selling it, but you really need to test it and get the feedback and get those loops. So it's so good that you had that community of people to test and experiment and you had the experts to help you adjust little things here and there. It sounds like, it, and it, do agree with you. Like it isn't about having a hundred ingredients. Like let's keep it simple.
Zehra Murthy (18:05)
Yes. Right. Right.
Bryan (18:22)
Let's make sure that those ingredients have the synergy with each other and you can make a simple product that's very effective and go forward. So where do you see, I'm curious where you see the future going. You've been doing this for a few years now in this post COVID world. Where is Bellefure herbal going in the next five years and what do you hope to see it do?
Zehra Murthy (18:22)
Simple.
that
right so I wanted to
haven't used as many people as they could. So we have a farm also and we grow all of our most of our ingredients. So there are three things I want to do. I want to sell a few things in a wholesale also like we make a lot of lavender essential oil.
and hydroxyl plus there is one thing I forgot tell in my my product I use I do not use any water I use only hydroxyl in the place of the water so it because the lot of vitamins are water soluble others are oil soluble so we use hydroxyls there then we the other thing is want to give it to lot of
Bryan (19:12)
Okay.
Zehra Murthy (19:39)
professionals like spas and stuff. So I go, we go for trade shows where a lot of spa people comes and we do give it to and not give it to, I mean we do sell it to them. Some of the spas are using it. Plus I formulate for the people also. So there is another branch of my
Bryan (19:56)
Good.
Zehra Murthy (20:04)
Belfiore journey is to formulate for special needs. So there is one company called Bright Buddies. And Bright Buddies are, it's down in Arwine area, the place that they are. They make product for special aid kids. I mean, they sell product for special aid kids. So they asked me,
Bryan (20:25)
Mm. Yeah.
Zehra Murthy (20:29)
to formulate something and I did and we have they're selling two of them. One is soothex soothex soothex oil you put it in and the belly button to keep it going and it gives you calm and focus both at the same time. The other one is heel lotion and that heel lotion is really good way of keeping your
Bryan (20:38)
Okay.
Zehra Murthy (20:57)
skin and you know the body skin and mind calm so it has a lot of interaction. Then the other one is we selling it online and we started selling a few things at Amazon also so yeah those are those are the things.
Bryan (21:03)
love it.
Congrats, you're well on your way. I mean, it's interesting. I've seen the compounding pharmacies, but now that you say that, it makes total sense that there's the compounding side of the skincare thing for certain people that have unique needs. So I applaud your efforts there to help a different audience on that front. This has been a lot of fun talking with you and getting to learn more about the skincare world that you're in.
Zehra Murthy (21:31)
Right, right, right.
Alright.
Bryan (21:42)
I'm curious, what can we do as a community, all the people that are watching this episode or listening to it, and what are the best ways to get in touch?
Zehra Murthy (21:50)
to get in touch with us is you can just go to belphiorearbal .com and email us or I think there is a phone number also and I always answer if they text me my direct number is 845 -702 -0217. I love to talk
whoever needs anything. Yeah, if they need something to formulate for them, if I can do it, based off my knowledge, I would do it for them. And I mean, only thing I don't charge for any of the special formulation or anything, only part is the ingredients. And OK, yeah, the other place people
Bryan (22:33)
Mm -hmm.
Yes. Well, that is.
Zehra Murthy (22:41)
uses and sells it is to refill places because you know people don't want now to throw many things throw a lot of so yeah so I give it to them too in wholesale prices right so that's
Bryan (22:46)
Okay.
Mm
That's awesome. That's great. I mean, there's so many different ways that we can do a better job to not to recycle the bottles and to do the refills. And that's great to hear. So I'll make sure that the spelling of Belfiore Herbal is in the show notes, but it is B -E -L -F -I -O -R -E Herbal .com. So check, correct. Check out that website, get in touch with Zira and
Zehra Murthy (23:02)
Correct!
that
Kiddick.
Bryan (23:24)
and drop her a note if she can help you with any skincare questions you might have or formulations you might need and check out her products online. We really appreciate you coming on the show and teaching us about the three layers there and expanding on some of your business knowledge.
Zehra Murthy (23:41)
Thank you, Bryan. Thank you for your time. And I'm happy to be, you know, I'm happy that I'm getting exposed.
Bryan (23:50)
That's right. Awesome. And you're on Instagram and Facebook as well. So you can check out Belfour Herbal on those two platforms. And I'm going to say that is a wrap for today. Thank you so much, ZeRod, for joining us on the Plant Based on Fire podcast. Until next time, everybody, keep the fire burning.
Zehra Murthy (24:10)
Well, thank you. Thank you, everybody.
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