Herbal Essentials is a natural beauty brand that believes in using and adapting Ancient Beauty Wisdom from all parts of the world to create highly effective skin care products for the modern consumer. The brand works with clean formulations that derive their efficacy from ancient knowledge that have been lost in time which is then adapted for modern day living..
They use Himalayan Spring Water, which is collected straight from the foothills of the Himalayas in order to get the highest concentration of macro minerals for all of our skincare products. The journey of this water takes over 20 years, passing through Himalayan stones and soil, absorbing extremely rich minerals, making it highly unique to anything offered elsewhere.
Herbal Essentials product range adheres to the principles of Ayurveda and we have selected the best natural ingredients that respect this and help aid skin cell repair and offer overall skin health.
The philosophy of Herbal Essentials is to use the power of nature to enable healing from within, giving long-lasting results. They have a commitment to the consumers to take the best from Nature and adapt it to create highly effective products that promote skin health and wellness.
A brief on Aly Rahimtoola
My background is in shipping.After working for a leading Investment Bank in New York, I joined the family shipping business, opening our Dubai office in 1996. It was in 2008, whilst managing the shipping activities of the family group that I saw the need for naturally inspired skincare products with proven efficacy and founded Herbal Essentials, a consumer beauty brand. We believe in using and adapting Ancient Beauty Wisdom from all parts of the world to create highly effective skincare products for the 21st century. Since launching we are proud to have become one of the leading home grown skincare brands in the UAE, both being nominated and winning a range of awards alongside global brands.
How do you find the UAE market?
Natural beauty has been around for a long time, with a growing global awareness amongst consumers. Demand is now growing in the Middle East as this awareness filters through into the UAE market and consumers become aware of the benefits of using natural ingredients on the skin that are much less harmful to the body. People have been aware of the importance of nutrition for many years now, however they are now realising that well-being comes not only from within, but externally too. In addition, the internet and social media in particular have played a large part in awareness. Thanks to its wide reach and interaction, we are able to find out what our consumers want from a natural skincare brand.
What are the innovative aspects in your brand?
Natural, or Clean, beauty is at the heart of the Herbal Essentials brand.Our products are made in Europe to the highest possible standards. Our skincare range contains pure Himalayan Spring Water which is collected straight from the foothills of the Himalayas and contains a high concentration of macro minerals. The journey of this water takes more than 20 years as it passes through Himalayan stone and soil, absorbing rich minerals as it travels. Sitting alongside the other natural ingredients that make up Herbal Essentials products, we believe we offer something unique and truly effective. Herbal Essentials was also the first company in the Middle East to join PETA’s “Beauty without Bunnies” programme and is a member of 1% for the Planet, a global non-profit organisation aimed at giving back to Nature. In addition our products are also all paraben, paraffin and cruelty free.
What has been your strategy to attract customers?
We educate and allow our consumers to learn more about natural ingredients, so that they can make sensible skincare decisions and understand what products work best for their skin type.We reach our consumers via our strong social media platforms, online presence and our skincare kiosks located in Mercato Mall, Barsha Mall and Arabian Centre with an additional kiosk launching soon at Dalma Mall, our first outlet in Abu Dhabi. Complimentary personalised skin analysis is offered at each kiosk by our beauty experts and has been very well received so far.
How often do you change your strategy to build more customers?
We are constantly reviewing the market and conducting Focus Groups to get feedback on what we can do better to serve the consumer. It’s a constant work in progress to be honest.
What is your latest collection?
Our current product range offers a range of skincare solutions from broad spectrum SPF and body lotions to facial cleansing, toning, moisturising, eye care, masks and scrubs for various skin types and concerns such as sensitivity, oil control, hydration, lines and wrinkles, dark circles and puffiness and a lack of radiance.
Over time, I would love to make Herbal Essentials one of the leading clean beauty skincare brands in the world. I don’t see why we, as a brand,can’t enter new regions and compete with the largest brands as we have something special to offer consumers as we are constantly innovating to serve our customers better.