Flash back to 2014.

Coffee scrubs were trending, and Dan Campbell-Lloyd saw an opportunity to do it better—using all organic ingredients sourced from Hawaiʻi and scents inspired by his global travels.

Growing up in the rainforests of Northern Queensland, Australia, with hippie parents, he was immersed in Polynesian culture from a young age.

Skincare wasn’t complicated—it was about taking care of sun-kissed skin and using nature as the healer.

After several years traveling the world as a professional kayaker turned filmmaker, Dan eventually settled in Hawaiʻi in 2007—a place he had fallen in love with years earlier after his first visit as a teenager.

He continued filming for Red Bull, the World Surf League, Ultra4 Off Road Racing, and other action sports—capturing some of the most beautiful and raw environments on earth.

That life behind the lens shaped everything. It gave him a deep appreciation for nature, and it continues to influence ʻILI today—through the products and the lifestyle it represents: surfing, fishing, sun, salt, and skincare.

Over the years, what started as a simple coffee scrub slowly grew. Along the way, Dan expanded the product line to include sea soaks and salt scrubs—still rooted in the same philosophy of simple, organic ingredients inspired by the islands.

For nearly a decade, ʻILI remained mostly a side hustle. Until 2024.

That’s when Dan decided to go all in—fully dedicating his time to growing ʻILI into something bigger.

Around this same time, his business and life partner, Julia came into the picture—bringing a fresh creative direction, strong marketing instincts, and bold ideas for scaling the brand.

One of those ideas became Lani Lifeguard Hypochlorous Acid—essentially electrolyzed saltwater, reimagined to fit perfectly with the island and surf lifestyle.

Since launching, it’s become a viral best-seller.

Today, Dan and Julia (along with their four cats) run ʻILI with a simple goal: To grow the brand and share their organic, Hawaiʻi-inspired products with anyone looking for a little extra aloha in their everyday routine.