Our Story

So I did what any breakout newbie would do and opted straight for a super harsh yet widely popularized acne treatment. It literally ruined my skin. For years I continued using these aggressive products with nasty, drying ingredients—and my skin was only getting worse. That’s what led me to eventually seek a better approach to caring for my skin and embark on a journey of discovery.

… A journey which also turned me into a shopping addict. Once I learned all the shoulds and shouldn’ts, and became conscious enough to understand that “clean and gentle” doesn’t mean less effective, I started exploring brands and products all over the world, from Korean skincare to little-known indie brands that were doing something radically different. I was shipping products to the UAE by the case, wanting to try everything, leaving no stone unturned. I became a junkie in its truest form. It was only natural that I started sharing everything I had discovered with my friends. I wanted them to learn what I had, and try all the amazing products I had gotten my hands on. And that’s what brought Amina and I together.

I bounced from dermatologist to dermatologist, desperate to find a solution that would get my skin back in order—but nothing was working.

Ayat was an acquaintance of mine around the time she was bringing products from abroad and introducing them to friends. I was learning everything from scratch, so she helped educate me on skincare and ingredients, guiding me on which products to try. It was a total savior and I, too, became a junkie. For the two of us, turning this passion into something bigger seemed like a no-brainer.