Safi Adèle Tshinsele-Van Bellingen is the founder of Nebedai where she manages strategy, research and development, sales and marketing. Safi is from the DR Congo and Rwanda, raised between Europe and Africa and now based in Dakar, Senegal. Her unique upbringing, experiencing different cultures from a young age, organically led her to entrepreneurship. She launched Nebedai in January 2019, following her aspiration to disrupt the beauty industry by using innovative and powerful plants. Safi earned her Master degree in Media studies and sociology from the School of Oriental and African Studies, University of London, in 2014.