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This is the New Online Clean Beauty Store You Need to Know

It’s no secret that the world of beauty is looking towards a cleaner and more eco-friendly future. Here to help propel this movement forward in the region is An online boutique dedicated to starting a new conversation in the industry that focuses on unbiased advice and how to make cleaner choices when investing in beauty products. “We started Powder when we realized that we were both going through similar skincare journeys and that we needed to find a solution,” begins Amina Grimen. “We were both struggling to find the guidance we needed to help us solve our skincare problems and didn’t have access to the exciting niche products that we had been reading about in blogs and following on Instagram locally,” adds her co-founder Ayat Toufeeq.

The founder of Amina Grimen and Ayat Toufeeq. Courtesy of

They set about curating a list of products that they found promised efficiency and delivered.  “In the early days, we were making these huge orders for skincare products outside the country (which took forever to ship) and were sharing them with friends who were in the same boat. So, we set out to create an online clean beauty space where our customer has access to choices which reflect their values,” explains Grimen. was born. Stocking cult brands like skincare giants Grown Alchemist and Sarah Chapman to cosmetic favorites KNC Beauty and Lipstick Queen you will also find cult haircare picks from the likes Philip Kingsley and Sachajuan. Even as Grimen and Toufeeq step out as beauty entrepreneurs they promise to remain committed to never selling any products that they haven’t tried themselves, and loved.

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