ELAJ is a family-owned and operated company that sells their natural skincare products exclusively online. It is run by CEO/Founder Suhein Beck who launched the company in 2008 based on her grandfather's formulas. Her grandfather was a surgeon in the Mideast and the original ELAJ formula was for wound care. It was only later discovered that helped with skin conditions such as Eczema, Psoriasis, Scars, Coldsores, etc..

After a soft-launch into mass retail in the United States, Suhein Beck found the retail market did not offer the solutions of distribution as well as direct selling to consumers via e-commerce. Currently the company is located in Southern California with another office in Amman, Jordan in the Mideast that is spearheading direct sales for over 14 countries in Mideast and India.