Isaacs and Brennan met as congregants at the same Christian church in South Kensington. Rufus Isaacs’ great-great grandfather, Rufus Isaacs, was Viceroy of India in 1921. Her family has since maintained strong connections with the country. The Rufus Isaacs' family history prompted Lady Natasha and Brennan to visit in 2009, where she encountered victims of human-trafficking in a government-run safehouse. While teaching the women there sewing and English, the idea for Beulah London was born. Initial funding for the company came from family and personal investments, but the company announced in late 2011 that fashion retailer Oscar Pinto-Hervia would be investing in the company and selling their lines in his online outlet.
The company has dedicated itself to social justice in its employment of Indianhuman trafficking victims, resulting in hiring FWI, to manufacture their clothing and accessories. They have received endorsements from several organizations for their commitment to social justice, including ECPAT-UK, Freeset, and the Dalit Freedom Network.