About us

Hi, I'm Sarah!  

In September 2014, I attended a presentation about entrepreneurship and the importance of defining the 'pain' that you want to help solve. All I could think about was my personal agony in finding organic and safe personal care items for myself and family.

At the time, organic and natural was still unfamiliar to most in Saudi Arabia and I would shop online for the products I needed.  It was 'painful' to not be able to shop for what I needed at a local convenience store, and even more painful to have to pay high prices for international shipping.

So I set out to learn more about the industry: how the products are made, the ingredients used, and how they are sourced, and eventually I landed on DIY recipes that led me to making my own bar of soap. (Ah.. the wonders of the internet).

With the support of my family, friends, and some wonderful mentors during the first year, I decided to create a Saudi brand of organic baby care products. Down the line, when I learned more about the beautiful oils from around the world, the idea expanded to include beauty care products too.