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The Beauty Brand That’s Giving Time Back

The Beauty Brand That’s Giving Time Back

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In an era where skincare routines have turned into ten-step commitments, Terrai is asking a simple but radical question: what if beauty gave you time back instead of taking more of it?

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 Founded in 2024 by Dhruv Kumar and Kamakshi Sood, this homegrown Indian skincare brand isn’t trying to win the race for novelty. Instead, it’s carving out space for something far more precious: efficiency. Terrai’s philosophy is rooted in the reality of modern life, where long routines often feel less like self-care and more like another task on the list.

 “At Terrai, we believe that skincare should simplify your life, not add to it,” says Sood. “Our products are developed to deliver potent benefits with fewer steps, giving customers time back in their day without compromising on performance.”

 Skincare, minus the overwhelm

At the heart of Terrai is a belief that effective skincare doesn’t need layers, excess, or hype. Kumar and Sood set out to build a brand that prioritises performance and transparency over trends. The goal was never to flood the market with more products, but to create formulations that do more, faster and smarter.

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Rather than asking consumers to decode complicated regimens, Terrai’s approach is refreshingly minimal. Each product is designed to multitask, delivering multiple benefits in a single step. The result is routines that feel intuitive, not intimidating.

“Our focus has always been on creating products that work harder so people don’t have to,” adds Kumar. “Efficiency, for us, isn’t about cutting corners; it’s about thoughtful formulation.”

Where science meets simplicity

What truly sets Terrai apart is its science-first mindset. The brand leans heavily on clinical validation, choosing measurable results over exaggerated claims. Every formula is built with intent–it’s modern yet grounded in dermatological research.This focus on precision has allowed Terrai to position itself as something more than a beauty label. It sees itself as a time-saving company, one that understands the demands of contemporary life and responds with products that respect it.

 Multi-tasking, done right

 Terrai’s growing portfolio reflects this philosophy clearly. Its Luminous Tinted Sunscreen, for instance, functions as protection, hydration, coverage, and primer—all in one clinically backed formula. The Aqua Radiance Sunscreen offers high protection in an ultra-light texture designed to prevent tanning without weighing skin down.

 Then there’s the SPF face mist, a hybrid product that combines sun protection with long-lasting hydration and age-supporting actives, ideal for days when reapplication needs to be effortless. The newest launch, One & Done, distils Terrai’s ethos most succinctly: a multi-corrective serum created to address the most common skin concerns from a single bottle.

 “One & Done was created for people who want results, not routines,” says Sood. It’s a sentiment that echoes across the brand’s entire lineup.

 A new definition of luxury

 In many ways, Terrai’s restraint feels luxurious. In choosing to do less, but better, the brand reflects a shift in how beauty is being redefined. Not as an elaborate ritual, but as something that fits effortlessly into daily life.

 In a crowded skincare landscape obsessed with what’s next, Terrai’s strength lies in knowing when enough is enough. And sometimes, the most indulgent thing a beauty brand can offer is time itself.

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The Aussie skincare brand beauty insiders are ‘obsessed’ with (and it’s finally going mainstream)

The Aussie skincare brand beauty insiders are ‘obsessed’ with (and it’s finally going mainstream)

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Skincare fatigue is real. Too many steps, too many products, too many promises.

That’s exactly why ESHU Skincare feels like a breath of fresh air.

This Australian-made brand has already earned praise from Forbes, GQ and Sephora’s Top 20, but what really sets it apart is how refreshingly simple it is.

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No complicated routines, no cluttered bathroom shelves, no unnecessary fluff. Just effective, science-backed skincare that works and feels good to use.

ESHU is built on a clean philosophy: thoughtful formulations, sustainable design and results you can actually see.

It’s skincare for people who want healthy skin without turning their daily routine into a full-time job.

A minimalist, Australian-made skincare routine designed for a fresh start in 2026. Credit: ESHU

The brand’s launch range is intentionally streamlined, focusing on two everyday essentials that cover the foundations of good skin: exfoliation and hydration.

At the heart of ESHU’s ethos is responsibility. Australians are increasingly choosing brands that care about the planet as much as performance, and ESHU delivers on both.

The formulas use sustainably sourced botanicals, biodegradable ingredients and glass refillable packaging to reduce environmental impact, without compromising results. It’s conscious skincare that doesn’t feel preachy or performative. It just works.

The range that’s changing routines:

The Exfoliator

This is not your harsh, scratchy scrub.

The exfoliator uses biodegradable Bamboo Powder, Pumice and Jojoba Beads combined with natural BHA to gently lift away dead skin and smooth texture.

Kakadu Plum, Lemon Myrtle and Quandong calm and protect the skin, making it suitable for all skin types.

It’s effective without irritation, which is exceptional for exfoliation products.

Native Australian botanicals like Kakadu Plum and Jojoba power the brand’s clean formulas. Credit: dave green/ESHU

The Mousturiser

Lightweight, fast-absorbing and zero greasy finish, this daily moisturiser is designed for real life.

Formulated with Australian botanicals, Niacinamide and Polyglutamic Acid, it hydrates, soothes and strengthens the skin barrier while sitting comfortably under makeup or sunscreen.

It’s the kind of moisturiser you actually want to wear every day.

The Moisturiser Refill

Same formula, smaller footprint. Designed for ESHU’s refillable glass system, it makes sustainable skincare feel genuinely easy.

ESHU’s refillable glass packaging proves sustainability can still look chic on your bathroom shelf. Credit: stavros sakellaris/ESHU

The Bundle

Includes the Exfoliator, Moisturiser, bonus moisturiser refill and free Australia-wide shipping.

Available for a limited time only and honestly one of the best-value skincare bundles on the market right now.

The reviews back it up.

One shopper wrote, “I’ve been using ESHU for a little while now, and I really appreciate how gentle yet effective the products feel on my skin. The texture is lightweight, absorbs quickly, and doesn’t leave any greasy or heavy feeling.”

Another shared, “Beautiful, effective skincare that truly delivers results.”

Lightweight, fast-absorbing hydration makes the ESHU Moisturiser ideal for everyday wear. Credit: ESHU

A third review summed it up perfectly: “As good as anything I have tried over the past 15 years.”

ESHU isn’t trying to overwhelm you with choice or trends.

It’s building a new standard for Australian skincare: simple routines, strong ingredients, sustainable design and products that fit into real lives.

If you’re ready to simplify your skincare without sacrificing results, this is the brand worth paying attention to.

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Planning A Valentine’s Glow-Up? Read This Before Booking A Cosmetic Treatment | Beauty News

Planning A Valentine’s Glow-Up? Read This Before Booking A Cosmetic Treatment | Beauty News

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Last Updated:February 08, 2026, 14:02 IST

From peels to fillers, here’s what to know before booking a pre-Valentine glow-up – timelines, downtime and expert advice for safer outcomes.

While skincare procedures can enhance brightness, texture, or tone, they rarely bring sudden transformation.

The days leading up to Valentine’s Day often come with an urge to refresh – clearer skin, sharper contours, a little extra glow. But when it comes to cosmetic treatments, last-minute bookings rarely deliver last-minute miracles. In fact, the most seamless results come from something far less glamorous: planning.

From lasers and peels to injectables and skin rejuvenation beauty procedures, timing quietly shapes everything – healing, texture, even how natural the final look feels. Rush it, and you risk redness or uneven results. Plan it well, and the change looks effortless.

Start With Realistic Goals

“Timing plays a quiet but vital role behind the scenes. Preparation often shapes outcomes more than expected. While skincare procedures can enhance brightness, texture, or tone, they rarely bring sudden transformation,” says Dr. Gaurav Garg, Consultant Dermatologist and Founder of Dermalife Skin and Hair Clinic, New Delhi. He stresses that cosmetic procedures enhance rather than transform overnight.

That means identifying specific concerns – dullness, fine lines, pigmentation or acne marks, and choosing treatments designed for those targets instead of chasing dramatic changes.

Consultation First, Always

According to Dr. Garg, the most important step happens before any treatment begins: a proper dermatology consultation. Skin behaviour varies widely depending on health history, medications and even daily skincare habits.

“Seeing a licensed dermatologist ensures your skin gets properly evaluated. Results from treatments can vary in timing and effect,” he explains. Discussing recovery periods, side effects and when results will actually peak can help avoid awkward scheduling, especially if you have an event circled on the calendar. Medical details matter more than most people realise. Supplements, blood thinners or certain prescriptions can increase bruising or swelling, extending downtime.

Respect The Recovery Window

Not all procedures fit neatly into a packed social schedule. Some treatments cause only mild redness; others need days or even weeks for the skin to settle. Sun avoidance, barrier-strengthening skincare and gentle routines often begin weeks before the procedure. “Starting mild skincare habits early supports the skin’s protective layer while lowering chances of discomfort later,” says Dr. Garg.

Post-treatment care is equally critical. Sunscreen, hydration and soothing ingredients like ceramides and hyaluronic acid help maintain results, while harsh scrubs and actives should be avoided until healing is complete.

Choose Subtle Over Sudden

For first-timers, experts recommend starting conservatively. Small, gradual tweaks tend to look more natural than aggressive changes close to an important date.

That philosophy extends to injectables, too. “It’s important that you seek an expert injector who can explain the treatment that will aim to provide the best clinical outcome. The reality is the overall facial messages that detract from facial attractiveness and youthfulness to look less tired, look less sad, look less saggy, and look less angry,” says Dr. Satish Bhatia, Board-Certified Dermatologist, MD, FAAD, at the Indian Cancer Society, Mumbai. He notes that patients often ask for dramatic transformations, but the real goal is softer.

In other words, refinement beats reinvention.

The Art Of Looking Like Yourself – Only Better

Great aesthetic work should be almost invisible. As Dr. Bhatia puts it, “The facial treatments are focused to produce a balanced and harmonious outcome, both at rest and dynamic movements of the face.” That harmony takes time, skill and thoughtful scheduling.

When planned early, cosmetic treatments can quietly elevate your look without the tell-tale signs of last-minute intervention. Because the best Valentine’s glow isn’t dramatic – it’s confident, natural and entirely your own.

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First Published:

February 08, 2026, 14:02 IST

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Best skin barrier repair products 2026 | how to build a skinimalism routine | top skincare trends 2026 science backed | hybrid skincare multi active formulas | affordable barrier strengthening ingredients ceramides niacinamide | These 3 skincare trends are changing beauty routines fast

Best skin barrier repair products 2026 | how to build a skinimalism routine | top skincare trends 2026 science backed | hybrid skincare multi active formulas | affordable barrier strengthening ingredients ceramides niacinamide | These 3 skincare trends are changing beauty routines fast

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As the beauty industry keeps evolving, skincare remains at the forefront of the evolution. From different kinds of technology to science-backed formulas and innovative ingredients, let’s take a look at the top three skincare trends that can shape your skincare routine. 

“Skinimalism” aka skin minimalism

Gone are the days of 10-step skincare routines, overdosed with all different actives. Even the Koreans, who were the master of 10-step routines are stripping off steps from their routines. Consumers are now looking for efficiency and efficacy and are paring back on the number of products they layer on their skin. With more skincare knowledge out there than ever before, they are realizing that less is more when it comes to skin health. Too many steps in the regimen can actually do more harm than good. Hence, there will be an uptick of affordable efficacious products that target skin concerns, hydrate and protect the facial skin. 

Photo: Adnan Rahman

Enhancing the barrier

2026 is seeing a shift of focus on the health of the skin barrier. Consumers are seeking out gentle ingredients and formulations that will nourish and protect the skin barrier and the microbiome of our skin. Products with barrier-strengthening ingredients such as ceramides, hyaluronic acid, niacinamide, panthenol etc. are just what you are looking for. 

Hybrid multi-ingredient products

As our society tries to grapple with the realities of the cost-of-living crisis, along with rising environmental concerns and a general move toward minimalistic skincare, consumers are now looking for formulas that have more than one hero ingredient. Skincare enthusiasts and junkies are coming off the trend of using single-ingredient products as they can lead to more waste and excessive layering can lead to skin irritation. Instead, they are now opting for products combining synergistic and efficacious ingredients in one bottle, making the whole regimen more affordable. 

 

Model: Suhi

Fashion Direction & Styling: Sonia Yeasmin Isha

Mua: Masum

Hair: Probina

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Bustle's 2026 Beauty Icon Awards: Wellness Heroes

Bustle’s 2026 Beauty Icon Awards: Wellness Heroes

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Beauty has never really been just about the products you swipe on. The creators shaping the conversation today — the ones shifting beyond perfection — understand that what resonates is what lies beneath the filters. People want the stories, the struggles, the hacks that actually work, and the ones that don’t.

That’s where “wellness” comes in — a word that’s come to mean everything and nothing at once. It encompasses everything self-care related, from morning juices to meditation guides, workout routines, and luxury skin care, yet no one knows exactly how to define it. But for Bustle’s Beauty Icons, wellness is about the choices that help them show up for themselves and others, whether that’s doing glam after a Peloton workout, hosting a book club podcast, or building community around chronic illnesses.

Icons are creators who have been there, done that. But their experiences aren’t just fodder for content — these nine women are actively shifting the culture, creating spaces where their followers can laugh, learn, and feel seen. They turn vulnerability into empowerment, honesty into empathy, and everyday routines into inspiration, proving that wellness isn’t just a beauty trend. It’s an appreciation of all the little things that add up.

Ahead, meet the wellness heroes of Bustle’s Beauty Icon Awards who are redefining what it really means to be beautiful — inside and out.

The Tampon Tax Warrior: Nadya Okamoto

Courtesy of Nadya Okamoto

Follow: @nadyaokamoto

Followers: 4.4 million

In 18 states, period products are still taxed as luxury items instead of essential goods that “literally make human life possible,” according to Nadya Okamoto. Her company, August, is working to eliminate that financial burden once and for all. Founded in 2021, the gender-inclusive period care brand offers a reimbursement program on any purchase — even now that its organic cotton products are stocked at Target, Whole Foods, and Gopuff. All you have to do is enter your phone number, upload a photo of your receipt, and wait up to 48 hours to receive the refund via Venmo or PayPal. On TikTok, Okamoto shares day-in-the-life videos behind running the brand, from donating surplus items at a food bank to changing her own tampons and pads— content that’s even been controversially taken down for showing real blood on screen. But as a period-equity advocate, Okamoto proves that beauty is political, and a wellness mindset can enact real cultural change.

The Facial Fitness Guru: Olivia Szmidt

Courtesy of Olivia Szmidt

Follow: @oliviaszmidt

Followers: 304,000

Austria-based facial massage expert Olivia Szmidt is bringing her cult-favorite brand, Get Face Fit, stateside this month, introducing U.S. audiences to her non-invasive approach to skin sculpting, longevity, and stress release. Previously the facialist-in-residence at Dauphin Paris, Szmidt now offers her expertise through weeks-long online courses like “7 Day Face Lift” and “Reverse Aging,” building a global community that swears by the transformative power of her facial exercises. Szmidt recently released an ox-horn gua sha for scalp stimulation alongside a massaging balm that makes at-home sculpting more acceptable — reflecting her belief that “there’s no technology that can replace the power of hands.” In a wellness landscape obsessed with devices and quick fixes, Szmidt is redefining modern anti-aging as something slower, smarter, and deeply intertwined with self-care.

The Literary It Girl: Olivia Ponton

Courtesy of Olivia Ponton

Follow: @iamoliviaponton

Followers: 7.5 million

Hot girls read, and if you need proof, look no further than Olivia Ponton’s new podcast Booked & Busy. On it, the Sports Illustrated Swim breakout star and Victoria’s Secret angel shares her favorite reads with book club-style discussions between authors and friends — providing the perfect soundtrack for any evening wind-down. On TikTok, she shares things like her “winter arc,” a self-care challenge designed to beat seasonal blues. One of her favorite rules? Doing a lip stain a day, something quick and easy that still makes her feel put together. Because for Ponton, confidence — like a good book club — comes from showing up for yourself.

The Burnout Buster: Katriona Li

Courtesy of Katriona Li

Follow: @mindfulnesswithkat

Followers: 90,100

Katriona Li is on a mission to help young professionals reset, recharge, and fight workday fatigue — all with a few “Chinese Aunty” exercises. On her TikTok, she shares yin yoga poses designed to release joint tension and restore mental clarity — grounded in “ancient Chinese wisdom for modern burnout,” as she puts it in her bio. Li’s approach is refreshingly simple: Slowing down doesn’t have to be complicated, and wellness exercises don’t require a full studio or expensive equipment. From desk-friendly stretches to longer evening programs that help you decompress from mind to body, she demonstrates how consistent, accessible practices can breathe new life into your day. With her, slowing down feels playful, interactive, and achievable.

The Body Neutrality Advocate: Samyra Miller

Courtesy of Samyra

Follow: @samyra

Followers: 2.3 million

Samyra Miller knows exactly who she is — and she’s unapologetic about taking up space. Her TikTok videos always start with the same pointed question: “Excuse me, where are your plus sizes?” signaling to her millions of followers that she’s about to put another so-called “inclusive” brand to the test. Miller uses her platform to champion body neutrality, an alternative framework to body positivity that acknowledges systemic weight-based biases and demands real inclusivity for (literally) everybody. She once went viral for calling out an airline after they denied her entry to a flight due to inadequate size accommodations — a moment that crystallized her larger mission. Through humor and unflinching honesty, Miller highlights the absurdity of everyday fatphobia while empowering her audience to demand accountability and move through the world without shrinking themselves.

The Fertility Educator: Adriana Wong

Courtesy of Adriana Wong

Follow: @adrianawongmd

Followers: 25,300

Dr. Adriana Wong, M.D., is the OB-GYN everyone wishes they had on speed dial. On TikTok and Instagram, she tackles the questions you’re too embarrassed to ask — from spotting endometriosis symptoms to navigating IVF — with clarity, empathy, and no judgment. As the self-proclaimed “BFF fertility doc,” nothing is off-limits, and her advice comes straight from an actual medical professional, which feels especially grounding in today’s algorithm-driven wellness space. Postpartum herself, Wong also shares candid tips on how she’s “reclaiming” her identity as a new mom, whether it’s a weekly blowout, strength training, or doing her makeup every day. Her message is clear: wellness includes medical truth, self-expression, and showing up for yourself in ways that feel sustainable.

The Peloton Princess: Katie Wang

Courtesy of Katie Wang

Follow: @katiewongspelledwang

Followers: 128,600

If you’re a Peloton stan, you already know Katie Wang — the resident strength-training instructor whose classes leave even the most dedicated exercisers with sore muscles. But off the bike, she’s proving that fitness girls get glammed, too. On TikTok, Wang has become a product review queen, sharing makeup picks with the same upbeat energy she brings to every workout. Her content goes to show that strength, self-care, and style aren’t mutually exclusive. Wang encourages her followers to push themselves physically while still making space for fun, expressive beauty routines — because for her, sweating and glowing go hand in hand.

The Skin Detox Diarist: Jada Jones

Courtesy of Jada Jones

Follow: @_jadajonesss_

Followers: 255,400

OG followers will remember Jada Jones at the height of her topical steroid withdrawal in 2024, as she documented the painful, raw reality of chronic eczema after stopping her prescribed creams. Her skin was cracked, inflamed, and tender — and she never hid it. Determined to find a solution, she traveled the world, exploring holistic remedies that could give her some relief. Today, she’s back with glowing, radiant skin, crediting part of her recovery to salt water therapy. Now, Jones uses her platform to help others navigating chronic skin conditions, even hosting a biweekly support group via Instagram. Her page is an empowering reminder that healing isn’t linear, and wellness starts with finding community.

The Beauty Big Sis: Tatyana Lafata

Courtesy of Tatyana Lafata

Follow: @tatlafata

Followers: 1.2 million

Tatyana Lafata shares her beauty secrets as freely as her life updates — from heatless rollers and brow-dye hacks to her favorite scent pairings. Since she got diagnosed with PCOS in 2024, it was only natural that she would share that with her followers, too. After a year of experimenting, she revealed the lifestyle changes that helped her: eating an unprocessed diet, lowering cortisol by skipping coffee on an empty stomach, and swapping intense weight training for low-impact workouts like Pilates. Lafata’s platform has become a judgment-free space for PCOS education and her characteristic “big sis” advice, all without product pushing. It’s effortless glam with substance — proof that managing your hormones and feeling good in your skin can coexist.

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Self-care beyond beauty – The Daily Texan

Self-care beyond beauty – The Daily Texan

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For women, self-care is often synonymous with physical upkeep. Skincare products, hair treatments, nail enhancements, hair removal, workouts and makeup are some of the many ways self-care is marketed to women. On social media platforms like TikTok, searching “#SelfCare” yields countless videos of influencers promoting products, routines and services that presumably helps users better themselves. Yet, this notion of improvement rarely extends beyond the physical.

This focus on the trappings of beauty — skin, hair, body and cosmetics — neglects true self-improvement in favor of adhering to external beauty standards. In online content targeted towards women, there’s relatively little mention of caring for yourself emotionally or mentally. Instead, women are bombarded with the idea that physical attractiveness can, and should, be enough to fulfill them.

Mehdi Haghshenas, associate professor of sociology, argues that beauty rituals often act as a form of social conditioning that works to reinforce norms of femininity.

“When women conform to beauty norms, they are often rewarded with approval, professionalism or social ease,” Haghshenas said. “When they don’t, they may be judged as lazy, unkempt, unfit (or) unfeminine. … Therefore, consequences are very subtle but extremely powerful. Beauty rituals shift from optional practices into baseline requirements for social legitimacy.”

Corporate communications junior Michelle Veneros has noticed self-care often goes hand-in-hand with beauty, especially in terms of what’s marketed to women her age.

“(Self-care is) mainly promoted as beauty-centric,” Veneros said. “I think it works for some people. If they look good on the outside, they’ll feel good on the inside. But I think it’s also really important to not neglect other parts of your personality, or who you are besides what you look like.”

For men, self-care doesn’t have nearly the same connotation. While those of all genders face pressure towards physical optimization, the pursuit of beauty through extensive products and services typically isn’t expected of men.

“For men, it might not be so appearance-focused, (like for younger women),” Veneros said. “It might be developing a healthier diet, working out or finding different hobbies. ”

External beauty standards can be exhausting—and expensive. According to the Global Wellness Institute, the global wellness economy was worth $6.8 trillion in 2024. The highest-valued wellness sector, surpassing healthy eating and physical activity, was personal care and beauty at $1,350 billion. 

It’s clear that promoting beauty as a form of self-care is profitable. However, the normalization of this attitude leaves women with a skewed sense of what self-care truly means. Rather than focusing on the mental, emotional and spiritual aspects of themselves, caring for their attractiveness is prioritized above all else.

“Grooming, makeup, hair removal (and) clothing become routines, not because they are necessary, but because they are expected,” Haghshenas said. “Over time, these expectations feel completely natural, and it becomes highly personal.”

Ultimately, women should care for themselves beyond these superficial expectations of beauty. While physical attractiveness may be desirable, pursuing it exclusively neglects true self-improvement. Finding new hobbies, pursuing therapy, practicing meditation, connecting with your community and educating yourself are just as important as your body.

In a world that often reduces women to their physical appearance, it’s crucial that their self-care doesn’t stop there.

Tuscano is a government sophomore from Round Rock, Texas.

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Starting Small, Growing Naturally: Beauty Factory Proven Excellence

Starting Small, Growing Naturally: Beauty Factory Proven Excellence

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While entrepreneurship sparks the dreams of many, a few remarkable stories stand out, showcasing how grit and ingenuity can overcome a lack of resources. Beauty Factory is more than just a skincare brand; it symbolizes resilience and innovation. With only five Omani riyals, her founder started an inspiring journey that expanded into a vibrant line of natural and organic beauty products.

“With just five riyals, I created my first product—a hydrating night cream that gives skin a soft glow. This was the start of a journey filled with challenges and growth. Through continuous research and experimentation, I expanded into a range of natural and organic skincare products for different skin types. The biggest hurdles were sourcing quality ingredients and promoting the brand on a limited budget, but driven by passion and creativity, I overcame these obstacles and built a loyal, supportive customer base,” Muna bint Ahmed Al Balushi said, Chief Executive Officer of The Beauty Factory.

She is a passionate supporter of natural and organic care and believes that true beauty starts from within. Her journey began in 2012, when she started making skincare products at home for family and friends. By 2014, she opened her first store. A modest start that quickly expanded into three locations and a beauty salon.

Beauty Factory crafts natural and organic solutions that address skin concerns without relying on chemicals. Many people mistakenly believe that natural and organic mean the same thing, but she is passionate about educating her customers by clarifying that not all natural products qualify as organic.

Muna explains what each product signifies: “Organic and non-organic products share many ingredients and effects. The main difference is purity, as organic products are made from ingredients grown and processed under strict standards, free from chemicals. Products from organic methods protect the environment and skin by avoiding chemical impurities like pesticides, which can be found in non-organic products. The key distinction lies in their cultivation and processing methods, impacting environmental and skin health. However, natural products contain natural ingredients, but this does not necessarily mean that they were grown or prepared according to organic standards. They may also be processed with artificial ingredients or preservatives.”

The newest product in the Beauty Factory lineup is a customized soap for children crafted with breast milk. Muna was inspired by her desire to provide a natural, safe product for children’s sensitive skin. After noticing a lack of suitable products that combine effectiveness with trusted natural ingredients, she considered harnessing the properties of breast milk, which is rich in nutrients and antibacterial components, to offer a unique and beneficial experience. “Being one of the few in Oman who produce this type of soap made me feel a strong sense of responsibility to deliver an innovative product that reflects high quality and special care for children.” She said.

Beauty Factory products integrate beauty and therapy. The therapeutic aspect targets specific skin issues, while the cosmetic part improves overall skin appearance and health. Organic ingredients such as aloe vera, lavender oil, and coconut oil work to soothe inflammation, hydrate the skin, and reinforce its natural barrier against environmental stressors. They also help care for sensitive skin, reduce dark spots, and address early signs of aging.

“The products suit all categories, from those with sensitive skin to children and men, helping to raise awareness about the importance of choosing safe ingredients and avoiding harmful substances. With growing interest in natural self-care, society has become more conscious of healthy lifestyles and balanced beauty. In the Gulf region, there is a strong focus on natural ingredients specially designed to protect the skin from hot and humid climates, providing effective and healthy care that meets daily needs.” She added.

Since creativity is core to Beauty Factory’s identity, Muna successfully developed a sidr-based product that addresses hair concerns in an innovative way. Instead of using sidr as a traditional liquid mask, she turns it into a solid soap. This choice was motivated by her goal to extend the benefits of sidr beyond just hair care. Known for its deep-cleansing and scalp-strengthening properties, sidr offers powerful natural benefits. Presenting it in solid form allows for daily use on both skin and hair. By shaping sidr into a solid soap, she offers a modern twist on a traditional ingredient, creating a unique experience that enhances the health of skin and hair while preserving traditional techniques through innovation.

Adherence to quality standards is a fundamental principle Muna believes in, achieved through precise manufacturing methods that maintain each product’s purity and effectiveness. To address the challenge of maintaining high quality without synthetic preservatives, the company uses natural preservative oils that provide excellent and safe protection.

“A product can arise from a story or idea by identifying a real need and turning it into a tangible solution through careful ingredient selection and ongoing experimentation. Each product embodies personal experience and a thorough understanding of customer needs. For example, the Maknoon Oman Collection features scented soaps that narrate the homeland’s story through fragrances inspired by its regional diversity—ranging from roses and frankincense to oud, dried lime, sidr, sandalwood, saffron, and sea breeze—creating a comprehensive sensory experience of Oman’s identity.” She shared.

With a keen eye for details, Muna is fully dedicated to her brand. She values the meaningful conversations with loyal customers who are crucial to her success. “I find happiness in helping others discover the great benefits of natural products.” She said.

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