Having parents from Somalia, we have always been surrounded by all sorts of natural home remedies and products to fix all sorts of problems. Knowledge that has been passed down, passed on from their ancestors, which they then passed on to us. These natural products have always been a constant presence throughout our upbringing, and gave us the inspiration to want to share this with the outside world.

As we got older, we realized that there was a strong contrast between how it was at home, and the Swedish society we grew up in. Chemicals and artificial ingredients dominated all the beauty products around us, which was a direct contrast to our own home where we protected the natural. That's why we chose to change the industry for the better by taking inspiration from our upbringing and our culture, and introducing alternatives that are more efficient and healthy.

For the industry this is something completely new, but in our family it is what it has always been - a view that beauty care should be simple, healthy and gentle, but above all: Natural.