Suhein Beck is a visionary leader, entrepreneur, and cultural strategist dedicated to transforming corporate leadership through a higher code of honor. As the founder of ELAJ Skincare and ELAJ Naturally, she has built a brand rooted in integrity and authenticity, setting new standards in the skincare industry. Her background as a Circassian descendent, a refugee, and a first-generation immigrant has shaped her journey, inspiring her to coach organizations on fostering ethical leadership and cultural transformation.
Suhein Beck’s Entrepreneurial Journey
Suhein Beck’s story is one of resilience and innovation. Her grandfather, Dr. Muhammad Ali Pshaluk, a surgeon for the Ottoman Empire Army, developed a powerful wound-care formula for soldiers in the field. Decades later, Beck turned this family legacy into a groundbreaking skincare product, launching Elaj Skincare during the 2008 financial crisis.
With no experience in manufacturing or dermatology, she built Elaj from the ground up, securing FDA approval as an over-the-counter medication for eczema and psoriasis. Her unwavering commitment to natural, preservative-free, and steroid-free skincare solutions has earned her a loyal customer base and positioned Elaj as a standout brand in the competitive skincare industry.
The Circassian Code of Honor in Leadership
Beck’s approach to leadership is deeply influenced by her Circassian heritage, which is known for its warrior traditions and strict code of honor (Adyghe Xabze). She compares this ancient code to the Samurai’s Bushido, emphasizing values like integrity, humility, and resilience in corporate leadership.
Her speaking engagements focus on helping leaders elevate organizational culture by fostering respect, accountability, and ethical decision-making. Companies that embrace these principles experience higher employee engagement, reduced turnover, and a more dynamic work environment.
Why Suhein Beck Rejects Corporate Shortcuts
Unlike many brands that compromise quality to meet retail demands, Beck refused to dilute her product’s integrity when major retailers, including Walmart and Bed Bath & Beyond, pressured her to lower costs. Maintaining high production standards meant facing financial hardships, but she remained steadfast in her belief that honor and ethics should never be sacrificed for profit.
This philosophy extends beyond her business practices. Beck teaches organizations to move beyond the bare minimum of compliance and embrace a culture of excellence and ethical leadership. Companies can create lasting impact by shifting from a “cover-your-assets” (CYA) mindset to a legacy-driven leadership approach.
Helping Companies Transform Workplace Culture
As a leadership consultant and corporate speaker, Beck works with international companies that employ diverse, multi-generational teams. She challenges outdated, authoritarian management styles and introduces strategies to create a collaborative, purpose-driven workplace.
Her training covers:
- Eliminating toxic work cultures that contribute to high turnover and low engagement.
- Developing culturally aware leadership that values global perspectives.
- Encouraging leaders to adopt a mission-driven mindset prioritizes long-term impact over short-term gains.
- Teaching businesses to foster employee loyalty and productivity through respect and recognition.
The Role of Culture in Business Success
One of Beck’s key teachings is understanding cultural perspectives in global business. She shares examples from her own experiences in Turkey and Japan, demonstrating how different cultures interpret business etiquette, hierarchy, and trust.
For instance, she educates U.S. leaders on how tipping, seen as an expectation in America, can be offensive in Japan, where restaurant owners consider it an insult to their ability to provide for their staff. Such insights help businesses navigate global markets more effectively.
Elaj Skincare: A Brand Built on Integrity
The success of Elaj Naturally is a testament to Beck’s belief in authenticity, sustainability, and consumer trust. She turned down offers to mass-produce her product at a lower quality, knowing it would compromise her grandfather’s legacy.
With Elaj, Beck has demonstrated that business success is not just about financial gain but building something that stands the test of time. Today, the brand continues to grow through direct consumer relationships, transparent marketing, and unwavering quality standards.
Suhein Beck’s Impact as a Speaker
Beyond her business success, Beck has made a name for herself as a powerful speaker on leadership, culture, and resilience. She captivates audiences by integrating personal stories of overcoming adversity with actionable insights on how companies can cultivate honor-driven leadership.
Her presentations often include donning traditional Circassian attire, a visual representation of the warrior ethos that defines her leadership philosophy. This distinctive approach helps her connect with global audiences and leaves a lasting impression on corporate leaders.
She has addressed audiences of 500 to 1,000 executives and employees at international conferences, sharing her knowledge on creating a high-performing, ethically responsible workforce.
How Suhein Beck Helps Companies Increase ROI
Companies that invest in Beck’s consulting and speaking engagements experience significant improvements in employee morale, leadership effectiveness, and corporate reputation. Her teachings on cultural intelligence, ethical leadership, and long-term vision help businesses enhance productivity, improve retention, and foster a workplace culture that attracts top talent.
She challenges organizations to stop functioning at the bare minimum and strive for excellence. By integrating the Circassian code of honor, companies can achieve:
- Higher employee engagement and loyalty.
- Reduced turnover and stronger leadership alignment.
- A competitive advantage through an intense, values-driven culture.
Suhein Beck’s Mission: Elevating Leadership Standards
At the heart of Beck’s mission is the belief that leadership should be defined by integrity, accountability, and a deep sense of purpose. She is on a quest to eradicate the toxic “cover-your-assets” mindset and replace it with a leadership style that values long-term impact over short-term gains.
Her work is particularly relevant today as companies navigate an evolving corporate landscape that demands greater transparency, ethical decision-making, and cultural competence. Organizations that partner with Beck gain more than just a consultant—they gain a movement leader dedicated to reshaping leadership for future generations.
Final Thoughts
Suhein Beck’s journey involves strength, perseverance, and unwavering principles. Whether through Elaj Skincare, her speaking engagements, or her corporate coaching, she remains dedicated to helping individuals and businesses rise above mediocrity.
For those seeking a transformational speaker, leadership consultant, or a brand that stands for true integrity, Suhein Beck is a name to remember. She is not just building a successful business—she is shaping the future of leadership through honor, resilience, and a commitment to excellence.