CORE VALUES

SUSTAINABLE

We are committed to creating environmentally responsible products, in order to reduce our carbon footprint and to protect the planet.

AUTHENTIC

We always ensure our values, ideals, and actions align.

IMPACT DRIVEN

We are purpose-driven to inspire positive change in consumers behaviour, and to continue creating positive impact on the lives who need it most.

INNOVATIVE

We introduce new ways of thinking and fresh product ideas to the region.

HONEST

We prioritize transparency, supplier, and factory partners in our supply chain.

DIVERSE & INCLUSIVE

We prioritize equity, inclusion, and respect, fostering diverse contributions via perspectives, experiences, and culture.

About the Founder

Founded by award winning entrepreneur, Ameerah, who owns a portfolio of multi million dollar e-commerce brands.