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This Beauty Brand is Inspired by Jordan’s Dead Sea

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Every year thousands of tourists flock to Jordan’s Dead Sea resorts to cover their bodies head to toe with the mineral-laden Dead Sea mud (so Instagrammable). At 1300ft below sea level, the Dead Sea is known for its renowned healing benefits, dating back over 2,000 years ago to Biblical times and the height of the Roman Empire. This is why Abboud Barakat has decided to produce a range of hair and skincare products, Séla Minerals, that bottles the healing properties of the ancient body of water. Now, it’s finally available in the Middle East.

“Salt from the Dead Sea boasts 21 essential minerals not found in other seas and oceans known to treat, cleanse and detoxify our bodies,” explains Barakat, listing magnesium, calcium, and potassium alongside a wealth of other health-boosting minerals. According to Barakat, these minerals can treat a number of ailments that range from joint pain to psoriasis.

Inspired by the Ancient city of Sela, which extended from the Dead Sea to the Red Sea, the ultra-gentle range of products feature a whittled-down list of ingredients free of surfactants, phthalates, parabens, and preservatives. Each product comprises of 90% water, raw mud and salt extracted from the Dead Sea, which is then sent to a factory in France to be cleansed and sterilized before it is packaged and sent off to markets across the globe. Barakat understands that there isn’t a one size fits all for skin. “Our products are based on personalization of the main cornerstones of skincare, which includes hydrating, nourishing and energizing,” he says. Luckily, a number of the products are suited for the climate of our region. For instance, a toner plucked from the Blue Secret collection is made to deep clean impurities from the hard water found in Dubai.

“Séla is, however, inspired by many ancient skincare formulas from all corners of the globe including the rich heritage of the skin healing power of the Dead Sea Jordan,” explains Barakat, who combines age-old beauty secrets from around the world with modern science. Other collections in the all-natural range include the Pearl Rice Range, inspired by Japan and China, which is infused with rice to prevent signs of sun damage—such as age spots, hyperpigmentation and freckles by stopping melanin synthesis in its tracks.

Here, our favorite beauty products that harness the power of the Dead Sea.

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