In today’s world, it has become increasingly common to purchase skincare based on social media trends, influencer recommendations, or purely aesthetic appeal. At the same time, however, we are also seeing a growing number of consumers becoming far more ingredient-conscious, actively seeking out products that are genuinely beneficial and effective for their skin.

In this edition of Creating a Legacy: Voices of Lebanon, we meet the visionary founder behind the #1 clean beauty brand in the MENA region: Rafa Hojeij, a woman who transformed a passion for purity and innovation into a regional phenomenon.