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About

Established in 2014

A female-founded company, challenging the skincare industry in the Middle East. We are passionate about undoing stereotypes in beauty and celebrating individuality in the everyday with versatile and easy-to-use skincare products that stand up for gender and region inclusivity, diversity, and sustainability.

We challenge ourselves to select, distribute, and create the best unique and ultimately safe and effective skincare pieces in the MENA where we live.

We believe in being genuine and transparent with our partners and customers.

"Most people talk; we do things. They plan; we achieve. They hesitate; we move ahead.
We are living proof that when human beings have the courage and commitment
to transform a dream into reality, there is nothing that can stop them."
H. H. Sheikh Mohammed bin Rashid Al Maktoum
Ruler of Dubai

Mission

Through persistent innovation, best-in-class formulations and trusted collaboration, our mission is to help our partners increase their brand values by being precisely close to customers and their needs.

Vision

We’re a dynamic fusion of trends, technology, and timeless beauty. We’re here to redefine beauty standards in the region.

Values

⦿ Hight effective plant-based technologies choice only 
⦿ Women well-being focused
⦿ Think and act sustainability
⦿ Regionally oriented
⦿ 360° Respect

Company Timeline

2021
2022
2023

Professional Team

Emily Shelton

Emily Shelton

Sony CEO
Robbie Alexander

Robbie Alexander

Sony CEO
Liliana Hahn

Liliana Hahn

Sony CEO
Aaliyah Odling

Aaliyah Odling

Sony CEO

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