Our journey started in 2021, with just four products and one brand. At the time, we had no background in cosmetics. What we did have was curiosity, patience, and a strong belief that skincare should solve real problems, not just offer temporary or surface-level solutions.
As we grew, we spent time listening, learning, and understanding the market. We studied different skin concerns, lifestyles, and expectations—especially those shaped by the climate and daily life in the UAE. Slowly, patterns became clear. Many people weren’t looking for “miracle” products; they were looking for balance, comfort, and products they could trust.