Personal care products and, most importantly skincare products, have been at an all-time high in the Middle East. In fact, the market is predicted to grow at a CAGR of 10% in the coming years due to high disposable income in the region. And to be more specific, the UAE cosmetics and skincare market is estimated to cross $3 billion by 2025 based on increasing urge by Millennial and Generation Z generations to endorse vegan, all natural cosmetics and skincare products.
Below, read about how Peacefull encapsulates all that is natural, clean and healthy for your skin.
Peacefull advocates that being comfortable in your skin is one the greatest forms of self-form. For Salama, skincare is deeply personal and sharing her journey with her target audience is what makes her brand transparent and trustworthy. Having been born with vitiligo and sensitive skin, she often battled with inner peace due to hammering social expectations of having “flawless skin”. But Salama always questioned society’s perception of beauty and challenged the odds to finally find her inner peace.
“I’ve always said that being at peace in your skin is the highest form of self-love and I’m not sure if you know but Salama, my name, means peace and safety, so there was such a direct link that it just felt right. And we specifically spell Peacefull with a double ‘l’s to emphasize how Peace-full our products are and make you feel complete.” says Salama. The brand uses active ingredients that aim for the best results for your skin, pure and simple. Each product is formulated in Korea with the highest quality ingredients and with the best manufacturers. Peacefull is free of animal byproducts, paraben, sulfate, phthalate, and synthetic fragrance.
From a business perspective, Salama’s brand’s vision perfectly aligns with the ‘green beauty’ movement in the UAE. Peacefull is dermatologically tested and approved by ESMA, the highest standardization, for all skin types, including sensitive skin. Most importantly, the brand celebrates inclusion, she explains “For me, inclusion means being considered and this should encompass representation, accessibility and affordability. This is why when I launched Peacefull, it was very important to keep everyone in mind because we all deserve and should have access to good skincare, irrespective of our skin condition, gender or identification.” Salama also acknowledges that the beauty industry is experiencing a shift and analyzes that innovation, diversity, and inclusion are the three main elements that bring more real benefits to consumers in a conscious driven society.
"I realized I had a community that I owed being my most authentic self to."
Women empowerment, of all backgrounds, has become a national social and economic strategy and vision for the UAE. The UAE government has launched a National Strategy for Empowerment for Emirati Women on their website, as a guide for Emirati women to flourish in their entrepreneurial path. As an Emirati woman, starting her venture with the outstanding support and resources from her community was nothing short of a blessing. “As an Emirati entrepreneur, I’m blessed and thankful every day to come from and live in a place that teaches us not to be afraid to dream big, aim high and that’s one’s limitations are only set by their imagination. As you know, the hardest path is the road not travelled, the one you have to create for others to follow along the way. So, when you’re surrounded by leaders and people who are striving to become better every single day, there’s a domino effect and it trickles down the very way you live your life. To work harder, dream bigger and not to be afraid to try new unexplored and unexpected things.” Her mission and vision consisted of influencing others for the better and flaunting their natural selves.“The first step is to self-love and being at peace is all about perspective. Switching your outlook on the skin and accepting your unique qualities and ultimately making it your superpower can be hard but it is possible,” says Salama. The key is to surround yourself with love and positivity, accept that your skin is a blessing and never be hard on yourself or your skin.
Salama also believes in the healing powers of active ingredients and felt a deep desire to help others set out effective solutions. “Firstly, what makes us unique is that we are an all-inclusive brand for everyone who lives in the region or those exposed to similar climates-all genders, all nationalities, all skin types and sensitive skin for those aged 18 and above. Our products were placed within a 50-degree chamber for three months to ensure they could endure the sun-baked conditions of this region. For this range, we have these active ingredients- Mugwort, which is a natural source of Vitamin E, Centella Asiatica (CICA), nicknamed ‘the wound healer’ and Sodium Hyaluronate is a light-weight acid excellent for hydration. By focusing on these ingredients, we aim for the best results for your skin, pure and simple.”
Having vitiligo herself and extremely sensitive skin, she embedded all that she wanted for herself and others like her in Peacefull. She wanted to challenge any misconceived notions and raise awareness in the GCC around skin conditions. “Going through my skin journey has allowed me to become more confident with all the things that make me unique and through this, I realized I had a community that I owed being my most authentic self to. This is why with the campaign for Peacefull I decided not to retouch the images; I wanted to see unfiltered images for what they are: beautiful.”
The skincare industry is indeed taking a major turn in direction in terms of marketing what real skin looks like and the definition of healthy skin. With the rise of ‘green beauty’ in the GCC, the tables have turned for many beauty conglomerates to reinvent ingredients with more transparency, currently championed by small businesses like Peacefull.
What does inclusive skincare mean for you?
About The Editor
Born in Bangladesh and raised in the Middle East, UAE and Bahrain, Reefaya is a postgraduate from The London School of Economics in U.K. and an undergraduate from Sussex University. Reefaya has an immense love for sustainable fashion, social development and art.