Founded and Managed by Rafa Hojeij 

Potion Kitchen is a clean beauty brand devoted to helping people feel good in their skin.

We aim to democratize clean beauty in the MENA by creating accessible self-care essential products that cater to modern customers with bustling lifestyles.

Rooted in a blend of science and mindfulness, Potion Kitchen harnesses the bounties of the Mediterranean’s lush landscapes to offer cruelty-free formulas that are made without any synthetic fragrances, artificial colors, mineral oils or any harmful chemical.

In addition to limiting toxic ingredients, we are equally concerned about fighting unrealistic beauty standards.

We implemented an environmentally conscious production process through greener logistics and responsible packaging. Our formulas are based on up-cycled ingredients derived from food and flower waste. Our goal is to be carbon neutral by 2026.

Our go to market strategy consists of selling our products directly to customer on our both our physical and online stores, and b2b via more than 50 retailers. The conversion rate on www.potionkitchen.com is 3.5% and the returning rate is 38%, and over 50,000 people visited our website.

After validating the market in which we launched, we are now looking to grow our brand regionally in order to bring the best out of our clean beauty movement.