Emirati influencer Salama Mohamed.
Image Credit: Supplied
If you reside within the UAE, you’ve most likely heard of Salama Mohamed. Whether on the information, on social media or YouTube, it’s onerous to miss the affable Emirati girl with a giant coronary heart and a giant sense of humour.
Mohamed and her husband, the favored Emirati content material creator Khalid Al Ameri, have been an enormous presence on-line for years, making folks snicker with their humours skits about married life, or inspiring followers with their heartwarming tales from visits to new nations. Most lately, they most likely had followers shedding tears because the couple documented their journey to Uganda to attend the marriage of their former home assist Sarah Nasanga.
Even whereas being a busy fixture on the social media circuit, Mohamed has been working onerous on a venture that has lastly reached fruition. Her skincare line Peacefull, made up of an preliminary three merchandise, has been two years within the making and noticed the mum of two journey all the best way to Korea to get entangled within the means of formulating the model from scratch.
“I nonetheless really feel like we haven’t began but… we’re nonetheless within the course of. It’s been a tremendous journey for the previous two years to create [the brand],” she advised Gulf News over Zoom. “Imagine flying to Korea, a one-woman present, going all the best way to the most effective factories on the planet to pitch that we within the Middle East want a skincare model catered for all of us, for each single human being dwelling underneath the GCC solar and the Middle East solar.”
“I’ve been personally concerned from the get-go within the creating of the formulation, the packaging, making an attempt to convey modern Korean skincare to the Middle East… and it’s essential for us to proudly say that we’re an Emirati model, made in Korea and catered for everybody right here,” she added.
While it’s not misplaced on her that she’s an Emirati girl launching a skincare model that’s distinctly Emirati, Mohamed says she needs to share the victory with others.
“I’m nonetheless in shock. I’m so happy with us. It just about feels prefer it’s not mine, prefer it belongs to everybody,” she mentioned. “I can’t even take that credit score from everybody and say my title is hooked up to it. It’s for all of us and that’s why I very a lot insisted on calling it Peacefull as a result of it’s full of peace. It’s for all of us to be at peace with our personal selves and our personal pores and skin.”
Mohamed is aware of firsthand about discovering peace with oneself. She has been open about being “blessed” with the pores and skin situation vitiligo, which causes pores and skin to lose pigmentation in patches. During her interview, and at any time when else she talks about it, Mohamed has been cautious to keep away from referring to it negatively, as a substitute selling a constructive outlook about loving her pores and skin the best way it’s. It was, in any case, what impressed her new enterprise.
“It’s been a journey with my vitiligo and due to my vitiligo I’ve tremendous delicate pores and skin. So I’ve tried each skincare product… from high-end to low-end and the whole lot in between. And the whole lot irritates my pores and skin,” she mentioned.
“My vitiligo has influenced the entire model and the entire course of of making the product. It wasn’t simply my vitiligo. My sister has psoriasis, my different sister and her youngsters have eczema. So as a household we do have pores and skin situations. I needed to create a product to embrace all of us, folks with delicate pores and skin, folks with pores and skin situations,” she added.
Her journey to uncover what labored for her pores and skin led her to Korean merchandise and the favored 10-step routine.
“I swear by the ten steps. Due to that 10-step routine, nicely… 10 within the morning and eight within the evening, I’ve found the therapeutic powers of energetic elements. It’s not about how fancy it’s, it’s in regards to the energetic elements,” she mentioned.
Mohamed says it has not solely modified her pores and skin however her confidence and the best way she seems at herself.
“That’s why the imaginative and prescient of Peacefull was born,” she added.
Each and each product is exclusive in its personal means. That’s how rewarding it’s to be concerned in the whole lot to simply convey my loopy desires to actuality.
– Salama Mohamed
However, when creating the model she understood that not everybody had the time or curiosity in pulling out and making use of 10 merchandise each day.
“How do I convey within the energetic elements, the therapeutic energy, in [as few] steps as potential with the least period of time? That’s how the three merchandise got here alongside,” she mentioned.
Peacefull’s three merchandise are the Mugwort Clay Mask Cleanser, the Endless Purifying Toner and Ever Glow Moisturizer. Mohamed needed to develop a product line that will function a stable routine and produce actual outcomes.
“That’s the place the face wash got here alongside, after which the toner and moisturiser,” she mentioned. This straightforward to comply with three-step routine has been round for years however Mohamed needed to make certain her line would pack a punch by way of elements.
“It was a dream of mine to have an essence-like toner, which is what we’ve created. I needed to convey a number of steps into one product. The face wash, for instance, it’s a clay multi-purpose masks. It’s a face wash, but it surely provides you the impact of carrying a masks,” she mentioned. “Each and each product is exclusive in its personal means. That’s how rewarding it’s to be concerned in the whole lot to simply convey my loopy desires to actuality.”
Asked what it like arising with these three merchandise, she mentioned it was a rewarding expertise however not with out its challenges.
“I felt sorry for my manufacturing facility. They have been going loopy as a result of I used to be towards utilizing [certain] elements… for instance, they advisable an artificial fragrance and I used to be towards that,” she mentioned with fun. “I needed it to be as inexperienced as potential. It took me a complete yr to discover the correct scent due to the choice of flowers that I’ve, as a result of it’s naturally harvested.”
Calming and therapeutic elements which are well-liked with Korean skincare manufacturers additionally function prominently in Peacefull’s line-up.
“We’re utilizing mugwort, which is a wonderful plant for eczema and psoriasis, and as nicely for rosacea. And our cica is a wounded healer,” she mentioned. “I needed to give folks the therapeutic powers of energetic elements…. we’re not therapeutic eczema and psoriasis, however we’re right here to provide you with a skincare product that won’t irritate you however will calm your pores and skin down.”
Mohamed believes that skincare ought to part of life and never a particular addition, and that’s mirrored within the simplicity of the routine.
“That’s the essence of Peacefull Hya Centella assortment; it’s three little steps that won’t take you greater than 5 minutes,” she mentioned. “You wash your face, you employ a toner and a moisturizer for you to really see an impact and to see the distinction in your face. Skincare to us is just not merchandise, skincare to us is a hygienic way of life. It’s like waking up and brushing your tooth and having a shower.”
So how does she juggle all these completely different roles: being a mother, spouse, social media influencer and now a model proprietor?
“To be trustworthy, I don’t know. I don’t know what day it’s at this time. [Laughs] I’m simply dwelling day-to-day. But I’ve to give credit score the place it’s due. I’m surrounded by a tremendous supportive household. I’m surrounded by a tremendous supportive staff,” she mentioned. “I’m not alone on this journey. I’ve essentially the most unimaginable folks that truly imagine in Salama and imagine in Peacefull and that’s how I am going day-to-day by day. Just being surrounded by help and love.”
“All of our merchandise sat in a warmth chamber for 3 months at 50 levels Celsius simply to mimic the Middle East climate and that’s why we’re very assured once we say we’re to date the one skincare merchandise that’s made for the Middle East,” she mentioned. She says they performed that therapy to make certain the components, texture and scent don’t change with the warmth.