NATURAL SOLUTIONS T

I am a doctor by profession, and I was pregnant when I was in the midst of my dermatology specialisation. Being pregnant was really the catalyst for my involvement in organic skincare. All of a sudden, I was very careful about what I was eating, what I was using to clean my home, what I was using on my face and body, etc. That’s when I discovered that we can have great skin using natural products, and we can even reverse aging using natural products. The reason why so many people didn’t see results with natural products is because no company had yet produced a natural and organic product and really spent time and effort on formulation, understanding ingredients, etc. Ours is an organic and natural brand that delivers results, which is the brand’s competitive advantage. The market includes either natural brands which are good for the body but do not deliver anti-aging results, or brands which have harmful chemicals but give the end consumer results.

What are some of your most popular products and why?

Shiffa Rose Elixir. It is 96% natural and contains 4% (a high amount) of retinol. This is the closest we have to the fountain of youth. Retinol is one of the only ingredients that can actually reverse UV damage and aging in skin cells. The caffeine infused plant cells in my Rose Elixir also help your skin regenerate during the night, so you wake up to really fresh looking skin every day.

Emerald Facial Oil - Because I am a doctor, I look beyond what’s trending now. I look at the skin as a macro and micro environment. For instance, people who are acne-prone tend to have a low percentage of linoleic acid, and a high percentage of oleic acid in their sebum. It is thought that these low levels of linoleic acid are one of the causes of acne. Shiffa Emerald Oil utilises oils which are highest in linoleic acid to nourish oily skin and help prevent any breakouts. Hence, Emerald Facial Oil is made specifically for those with oily skins, because it is a stimulating facial oil, perfect to purify and balance, as well as attain a standard glow on the skin.

How did you come up with the product ideas and what is the process?

Being a doctor, I know skin inside out, I know it from a cellular level, I know its interactions with topical products and so I set out to make the best organic skincare that would give you the best results. Skincare that was easy to use and effectively treated skin pigmentation, uneven skin tone, wrinkles, loss of elasticity, loss of the glow; all of the signs of aging in one product –which became what Shiffa is today.

How important is it to have natural products?

Organic ingredients are better absorbed and assimilated by the body. The word ‘organic’ has been given a negative connotation in terms of its effectiveness, because industries were focused on using it for marketing purposes. At Shiffa, I use organic ingredients in therapeutic concentrations, and that means that the results you get are amazing as there is a supplementary amount of organic ingredients in the skincare product. The market includes either natural brands which are good for the body but do not deliver anti-aging results, or brands which have harmful chemicals but give the end consumer results. All Shiffa products are at least 80% or more organic. Shiffa can effectively erase 5 years’ worth of aging on your skin. I don’t think that even a chemical product can do that! www.shiffa.com

What is your advice for looking after your skin in this region, particularly with the dry air and harsh environmental factors?

Frankincense features in so many of my Shiffa products, namely the White Tea Moisturiser and Tamanu Moisturiser. It is an incredible ingredient for both dry and oily skins and is superb for antiaging. Shiffa’s Floral facial toner contains rosewater as the main ingredient (I think every middle eastern woman has seen her mother spray her face with rose water). Rose water is full of anti-inflammatory ingredients that protect and soften the skin. What were some of the challenges you faced setting up Shiffa?

15 years ago, we launched Shiffa back when going organic was not a trend. This made it difficult for us to communicate the value of the brand, as people did not believe that organic products can generate results. Shiffa was always ahead in this context and our customers who dared to try our products started seeing how beneficial that are. It is also important to note that back then it was difficult to source organic ingredients and wild crafted products.

Tell us about your own beauty regime?

Removing my makeup signals that my day has officially come to an end.

With that being said, my last ritual of the day is cleansing my face twice! I use Shiffa aromatic Cleanser and Organic Muslin Cloth to double cleanse my face and neck at night. The calming and purifying herbs in the cleanser help me unwind! I don’t like to work or do anything after cleansing my face at night. It really is my way of switching off. After that I apply toner. Then when my face is dry I apply the gold standard for youthful skin – my Rose Maroc Night Elixir with 4% Granactive Retinoid – which is an active form of Vitamin A. I apply it under my eyes, face and neck, then I go to sleep.