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Founded by Safa Shax and Hareb Shaqsy in Oman in 2014, the company emerged from a shared passion for sustainability and a growing global trend toward natural beauty products. The founders, recognizing the increasing consumer demand for healthier alternatives to conventional cosmetics, envisioned a brand that harnesses natural ingredients’ power. With a focus on eco-friendly and cruelty-free formulations, they set out to create a line of makeup that not only enhances beauty but also supports overall well-being and environmental consciousness. Their vision was driven by the belief that beauty products should be both effective and kind to the skin, using ethically sourced, non-toxic ingredients.