Finding skincare products that withstand the region’s heat and humidity, especially during the sweltering hot summers can be a daunting task. This made it a priority for Salama Mohamed when she started working on her skincare line. As well as being specifically suited for the region during all seasons, the Emirati social media star wanted to make sure her brand, Peacefull, was apt for super-sensitive skin for those over 21. That’s because Salama, who has had vitiligo since she was five, knows firsthand how important and often difficult it is to find effective products featuring natural, active ingredients with healing properties that provide long-term results.
The renowned content creator, who has over one million followers on Instagram, also made sure the South Korean-made products are inclusive. Including ingredients like Mugwort, Cic and Sodium Hyaluronate, the sustainable skincare line is suitable for people with all skin types, including those with vitiligo, psoriasis, eczema and rosacea. Cruelty, gluten, paraben, fragrance and sulfate-free, it is aimed to appease any women or men who live in the region and are exposed to the tough climate.
Mohamed, who is half of a social media power couple, creating family-friendly skits with her husband Khalid Al Ameri, has come up with three multi-purpose star products, a cleanser, a toner and a moisturiser. They were born after the bold and honest influencer, who believes her vitiligo is a “blessing,” suffered from adult acne in her early 20s and felt let down while searching for products her sensitive skin needed.
“I was not comfortable in my own skin,” the content creator who has been on a non-stop journey of self-love and has always been open about her struggle with vitiligo told “Arab News.” “This is why I went to seek Korean skincare, and I swear by the Korean habits. It has changed my life and it has changed the way I look at myself in the mirror when I wake up and I see my skin.”
After discovering the benefits the active ingredients in Korean skincare provide, she wanted to share the joy with others and embarked on her Peacefull journey. However, knowing most people don’t have the time to carry out an elaborate 10-step Korean routine every day, she wanted to find more practical skin solutions. Armed with several years of research, Mohamed, working with partners in Korea, was involved in all aspects of the business, from creating the brand-new formulas to the packaging, smell and feel. And as the products are made in a country with different weather conditions, the entrepreneur had to also think about the climate differences. The answer was to put the products into a 50-degree heat chamber over a period of three months to find the right balance.
The "HYA, CENTELLA" collection, which gives "the effect of nine or 10 steps” includes the Mugwort Clay Mask Cleanser, which works as a face mask and a cleanser for deep yet gentle cleansing. While it offers the benefits of a clay mask, skin stays hydrated as it doesn’t strip natural skin moisture. Additionally, there’s the Endless Purifying Toner, which acts as a toner and facial essence (an integral part of Korean skincare), providing amazing hydration and a stunning glow to boot. Meanwhile, as well as some soothing hydration, the Ever Glow Moisturizer plumps skin and leaves wearers with a natural, healthy glow.
They can be found in all Sephora Middle East stores and on peacefull.com. And word is Mohamed is working on more products that will help people with specific skin concerns, so stay tuned!
