Essence Unlimited - Gary Abdullah, founder

by
Judith Kajiwara - return

The last ingredient listed in one of Gary Abdullah’s hefty bars of herbal soap is “much love.” Gary Abdullah is the creator of Essence Unlimited, a line of people-conscious soaps, incense, body oils, and body scrubs. As a regular at the Oakland Artisan Marketplace, Gary loves what he does. By providing natural body offerings designed to meet the individual needs and budget of his customers, Gary offers a healthy alternative (no animal products, no artificial coloring) to the mass-produced commercial products found in your local stores.

Growing up in San Francisco with 7 brothers and 4 sisters, family was an integral element in shaping Gary’s ambitions. His business savvy was inspired by his mother, a hard-working businesswoman and registered nurse with lots of heart. When Gary was in high school, she bought two buildings in Pacifica, turned them into a successful 20-bed residential care home, then five years later sold them and opened a 50-bed facility in Los Gatos. By watching her, Gary learned early on that focus and belief in one’s goals produced positive rewards.

Another influence in Gary’s life was his Grandmother. As youngsters, Gary and his older brother Achebe helped her make soap from lard. Achebe--known throughout the neighborhood as “the big-head mad scientist”—pulled Gary into the kitchen as his laboratory accomplice. The two of them didn’t spend their spare time in the living room watching TV, but instead were always tinkering in the kitchen trying to make things. Candles were one of the most memorable. With a big smile, Gary recalls that during one of their experiments, they blew out all the fuses in their two-story house. Their Grandmother hit the roof with anger, but fortunately they were “saved”--they had a huge supply of candles to burn!

At the time, Gary didn’t really appreciate or understand why his Grandmother spent so much time making soap--something that could so easily be bought at the store. But one never knows how childhood memories and influences are absorbed and drawn upon when needed later in life.

Six years ago, after 26 years in the airline business, an injury synchronistically provided Gary the opportunity to stop working for someone else and start his own business. Self-employment was not a big step for Gary since during the 80s, he and his older brother Akbar had owned a clothing store on Divisadero; and later, in the 90s, ventured into the wholesale clothing business. Remembering his experience making candles as a kid, he thought he might make a go with a handcrafted candle business. He soon discovered that the equipment alone would be enormously costly, an investment he didn’t want to risk. His thoughts turned to his childhood and his Grandmother. Why not re-create and expand on his Grandmother’s labor of love—handmade soaps, without the lard!

I visited Gary in his one-bedroom apartment in Oakland, which is primarily used as his laboratory and manufacturing plant. There was barely any light, and no space to sit or walk. What used to be his tiny living room was now chaotically organized into different “departments.” Against one wall were about 12 bins filled with soaking incense sticks—the incense department. Another corner was his packaging department where he wraps and labels his soaps. Another shelf was filled with ribbons and baskets—supplies his wife, Nisaa, uses to make Essence Unlimited gift baskets. Trays upon trays of soaps were curing in one corner. The adjoining kitchen was stashed with huge vats of shea butter, jars of herbs, bottles of essential oils, and dirty pots caked with white stuff. A multitude of scents lingered everywhere, filling the room with invisible bouquets of flowers—a harsh contrast to its outward appearance.

It wasn’t long before the bottled water I was drinking began to taste like patchouli oil. I asked Gary about patchouli, which conjures up memories of the hippies during the 60s. Is it still a popular scent?? I was surprised to know that there are a lot of “patchouli people” out there. Gary explained that they’re the 48 and over baby boomers who still love the earthy odor of patchouli, not to mention its quality as an aphrodisiac. It’s complementary to the scent of marijuana, and is so strong it makes other scents cower into passivity. Gary would not have considered making anything with patchouli until customers began to inquire about it. This motivated him to begin research and experimentation. Today the patchouli herbal soaps are one of Gary’s most popular. Customers still point to his patchouli products, look at each other, and smile smugly.

Though patchouli is a scent from the past, Gary often uses it as a base to create something new and different by adding essential oils. Thus he’s come up with his own line of designer scents--“Compassion,” “Mandingo,” and “Oaktown,” as well as derivatives of "Butt Naked" and "Black Love"—all of which are guaranteed to tease and please the olfactory palate.

Gary’s typical day is 10 hours long. After sitting at the computer checking his on-line sales and inventory, the real work begins when Gary transforms into the mad scientist dressed in protective apron, goggles, and gloves. Soaps are his major seller, and Gary primarily enjoys the science of making it. It takes a lot of experimentation, attention to detail, and precise measuring to make the high-quality soap for which Gary is known. Because it takes 6 weeks to cure a batch of soap, patience is also a primary ingredient. Any careless slips could ruin an entire 25-pound batch if the pH is not in perfect balance. The final step, hand stirring for 2 hours, infuses this process with its main ingredient—the energy of love.

Interaction with customers is his greatest joy. His knowledge and commitment to their individual needs encourage them to try his products. From women who are battling with stretch marks, children with eczema, men who need an after-shave product, Gary’s knowledge about the benefits of each of the herbs and oils in his products convince them. As a natural-born researcher, Gary is proud that he’s able to answer all of the questions he’s asked, a result of his four years of research before ever selling a product.

He has also tried every one of his products—even the lavender bath salts. Gary admits he was skeptical about lavender and its reputation for healing and relaxing. Primarily a shower man, one afternoon Gary thought, well, I’d better try these salts. He prepared his bath at 2:00 in the afternoon, burned some lavender essence oil, and climbed in to check it out. After 30 minutes, he was sweating. It turned out to be one of the most relaxing experiences he’s had. After the bath he was “worthless for the rest of the day” and had to go to bed to catch up on some much-needed sleep. Gary’s since been a true believer in the power of lavender essence. Hmm, use at your own risk??

Soups, incense, whipped shea butter, shea butter hair care, assorted bath salts, brown sugar and salt scrubs—who are Gary’s customers? Are his products appealing or geared toward the scent-conscious man? Gary admits it’s the women who lead the men to his booth. He guesses 25% of his customers are men. Today’s man, according to Gary, is more health-minded and more conscious about his appearance. Being a man himself, Gary can assist his men customers with concerns such as damaged cuticles from construction work, sore muscles, and shaving needs. (Of course, this also impresses the women who have led their men to Gary’s booth.)

Gary’s one loyal customer is an elderly man who rides a bicycle. Every Sunday, at exactly the same time, he arrives at Jack London Square. For $5 he purchases a pound of bath salts. If he’s unable to make it the next week, he stocks up. For him, bath salts are a daily routine. “Salt is no joke” says Gary. His products are created from a choice of four different salts. They have the amazing ability to pull out impurities, relax sore muscles; and with specific essential oils added, other aromatherapeutic benefits are enjoyed.

Designed to be used “Butt Naked” and with “Compassion,” Gary’s products are for all skin types and people of all ethnic backgrounds, from babies to seniors, men and women. Gary is proud and that his products have a universal appeal.

Our story is not complete without mentioning the strongest and most impressive ingredient that has made Essence Unlimited a success: its guiding light---Islam, Gary’s faith since 1984. After conducting the interview, it was clear how Gary’s spiritual beliefs have shaped and inspired his life and work. Halal is an Arabic word meaning “lawful”, “permissible.” Under the laws of Islam, halal refers not only to diet, but also to one’s behavior, speech, dress, conduct, and manner. Before creating a product, Gary offers a prayer. This reinforces his discipline, responsibility and hard work--key ingredients of both his faith and his products. By living fully as a Muslim, Gary is a businessman with faith, honesty and integrity.

According to the Essence Unlimited website, “Nature provides us with everything we need. When we use the God-given products that are the natural substances meant for us, we naturally stay healthier. Our skin is softer, smoother and brighter, our minds are sharper, our disposition is better, and our spirit is in tune with creation.” Essence Unlimited grows from a foundation of care and love and, without a doubt, helps create happier people and a better world.

Products from Essential Unlimited can be purchased at Body Bar located at Swan’s Marketplace in downtown Oakland, on weekends at Jack London Square, at various stores and businesses in Oakland, and online.

Essence Unlimited
Gary A. Abdullah, founder
510-763-6054
10:00-6:00 p.m., Monday-Friday
www.essenceunlimited.com
essenceunlimited@yahoo.com