MEET OUR FOUNDER
Oolala Everyone!
Daniella Shapiro — 1988 to 2022
At just 25 years of age, Daniella Shapiro looked at the beauty industry and saw something most people missed — not an opportunity, but a responsibility.
As a keen runner and climber who summited Mount Kilimanjaro in 2009, and former owner of the City2City Ultra Marathon for three years, Daniella lived and breathed fitness, health, and wellness. She was a powerful and confident public speaker who inspired hundreds of people with her passion for conscious living, ethical choices, and the belief that how we treat our bodies and how we treat the planet are deeply connected.
Celery juicing was part of her early morning ritual, long before it became fashionable. She lived by a strong, healthy mindset and balanced it with green tea and her daily coffee fix. Every day she brought a powerful combination of passion, focus, and intention that inspired everyone around her.
Daniella was fearless enough to stand up for what was right. She saw through the false claims, the hidden ingredients, and the industry’s habit of telling consumers one thing while doing another. That fire inside her wasn’t cynicism — it was deep conscience. And it was from that place of conscience and clarity that The Oolala Collection was born.
“I want to be a voice for those without a voice.”
That single sentence captured Daniella completely.
Her love of animals was not a footnote to her life — it was woven into everything she built. Every cruelty-free formula. Every certified product. Every choice to do things the right way — even when it was harder.
Daniella was still building when she left us in 2022 at 33. In those eight years she created an entire 48 product collection, a philosophy, a community and a standard that the industry is still catching up to.
She thought in decades when everyone else thought in seasons. She set the bar not where it was — but where it should be.
Daniella had a wonderful sense of humour, an extraordinary warmth, and a gift for making people feel seen. She lived fully, loved fiercely and took nothing for granted — not a single day, not a single person, not a single moment.
Her vision was not ahead of its time. It was simply the right time — and the world just needed to catch up.
The Oolala Collection continues in her name, in her spirit and in her honour. The formulas are being refined. The range is growing. The mission is unchanged.
Beauty with Brains and a Heart. That was Daniella. That’s the spirit she poured into every product.
And that legacy continues — stronger than ever.
Oolala for now!