Sally Wheat
Managing Director
Hot Mama Australia

Belli’s creators and developers Annette Rubin & Dr Jason Rubin were careful to ensure that whoever was to represent their ‘baby’ in other parts of the world had the same passion they did for healthy pregnancies and the miracle of life. When Sally found Belli after searching the world for the best, their missions were clearly aligned. Women all over the world would now experience the best speciality skin care.

Sally’s years of charity work within the children’s and women’s hospitals in Australia, nursing new born babies and talking with doctors and midwives gave her a mission. “Along with longevity and success in business I wanted to somehow make a real difference. What better way than to play a part in protecting life at its most vulnerable stage and, at the same time, helping women to look and feel fabulous?”

It took 2 years after looking into the effects of chemicals absorbed into the skin to find the best maternity skin care line in the world, Sally discovered Belli and the science of teratology. Alarmed by the fact that so many skin care products contained ingredients that are harmful to unborn babies, she was impressed by the dedication and commitment to education of Belli’s creators, Dr Jason Rubin and Annette Rubin. “I was shocked to discover how little was known about the effects of skin care products on the developing foetus. Dr Rubin & Annette have a real commitment to helping raise awareness and have created an amazing product they I am proud to be associated with.” 

Jason P. Rubin, M.D.
Founding Physician
Medical Director

Jason Rubin graduated from St. Louis University School of Medicine in 1997. He then stayed with St. Louis University Medical Center to complete an internship in Internal Medicine and a residency program in Family Practice. Dr. Rubin is now a board-certified family practitioner with broad experience in emergency medicine, obstetrics, pediatrics, and dermatology.  He is a member of both the Teratology Society and the Organization of Teratology Information Specialists.

In 2002, Dr. Rubin and his wife Annette created the Belli Pregnancy collection to pamper mother's skin in luxurious comfort while also protecting her baby. Concerned about the risk of chemicals absorbing through the skin and into the bloodstream during pregnancy, he developed Belli's exclusive teratology screening process, which searches through millions of published medical research studies to help women avoid ingredients even remotely linked to birth defects. Dr. Rubin's higher pregnancy safety standards are recommended by OB-Gyn physicians across the country.

In 2006, Dr. Rubin developed the Belli Motherhood collection with LACT-MED database screening to help women avoid ingredients linked to harmful effects while breastfeeding. And in 2007, he introduced the beloved Belli Baby collection, which features only the purest ingredients for delicate skin.

As Belli's medical director, Dr. Rubin oversees all safety screening and efficacy claims. He guides Belli's chemists in the creation of each unique product. He also writes a series of educational articles that teach women about the skin care changes of pregnancy/motherhood, and the best care and cleansing routines for their babies.

Annette Rubin
Founder
President

Annette Rubin has 17 years of experience in the cosmetics industry, beginning with executive positions at Estee Lauder Corporation overseeing the Clinique brand. She has also served as the national Clinique-Nordstrom chairperson and worked for May Companies as the assistant fragrance buyer for Famous Barr, LS Ayres and Jones Stores.

While pregnant with her son Jackson, Annette recognized a gap in the beauty industry—there were no medically sound products that specifically addressed the unique skin care concerns of pregnancy. Passionate about meeting this need, she asked her family practitioner husband, Jason Rubin, M.D., to review the published medical literature looking for ingredients which were safest for the growing baby. Together, they combined their knowledge into luxurious products that pamper and comfort the expectant mom.

Belli launched as a company in 2002, and has quickly grown to become the premier pregnancy skin care brand in the United States with expanding international distribution. Annette and Jason are now respected as leading experts in the pregnancy skin care industry.

Recently, Annette found new inspiration for her work with the introduction of Belli Motherhood and the new beloved Belli Baby collection, which features the purest, gentlest formulations for baby's delicate skin.  Her innovative approach to the motherhood/baby category has been profiled in many well-known magazines. Annette is continually motivated by her commitment to women's health and wellness, and volunteers in her off-time with women and children's charities.