Creating a Legacy: Voices of Lebanon with Rafa Hojeij

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.

1. Can you tell us a bit about yourself and how Potion Kitchen was born?

I come from an industrial engineering background, and I have always been passionate about formulation and product development. Over time, this passion naturally evolved into R&D work, where I became fascinated by how ingredients behave and how clean skincare can be created with intention and purpose. In 2019, I decided to transform this passion into a brand that blends modern cosmetic science with the richness of Levantine botanicals. That was the beginning of Potion Kitchen

2. Define Potion Kitchen in 3 words.

Mediterranean, clean, homy.

3. What inspired you to create a clean beauty brand in Lebanon, when the concept was still so new in the region?

When I started, clean beauty was still a very new idea in Lebanon. I felt there was a gap between what people were using and what they truly wanted — transparency, gentle formulations, and brands they could trust. I was inspired by the botanicals I grew up with and by the Mediterranean way of living, which is simple, honest, and deeply connected to nature. I wanted to build a brand that reflected that spirit and brought Levantine ingredients back into everyday rituals.

4. What was the biggest challenge you faced when starting out?

Beginning during Lebanon’s economic deterioration was extremely challenging. The instability, the political climate, and the daily uncertainties meant we had to build the brand from foundation to growth with minimal resources. These difficulties shaped our resilience and pushed us to be innovative and sustainable in every step.

5. How did the Lebanese market first react to Potion Kitchen when you launched?

The support came quickly and was genuinely overwhelming. Customers connected to the authenticity of our approach, our Mediterranean roots, and the simplicity of our routines. Their early trust played a big role in our growth.

6. The Middle Eastern beauty market is traditionally focused on luxury and glamour — was it hard to educate customers on clean beauty and skincare minimalism?

In the beginning, it was a shift. The market was used to maximalist beauty routines and heavy product layering. But people were ready for something more honest and more aligned with their lifestyle. Once we showed that simple, clean formulations could deliver beautiful results, the transition felt natural. Customers appreciated skincare that felt approachable, transparent, and not overwhelming.

7. Clean beauty can mean so many things today — how do you personally define “clean beauty” at Potion Kitchen?

For us, clean beauty means formulations that are transparent, gentle, and purposeful. It is a balance between nature and science, with ingredients chosen for their safety and their effectiveness. It also reflects emotional wellbeing — the moment of care, the breath you take, the ritual that grounds you. Clean beauty isn’t a trend for us; it’s a philosophy rooted in honesty and respect for the skin.

8. Potion Kitchen puts a big emphasis on sustainability and transparency. What specific steps do you take to ensure your brand stays true to those values?

Sustainability is central to everything we do.

We source 80 percent of our ingredients from the Mediterranean to support local farmers.

We use upcycled and renewable inputs whenever possible. Our Potions In Cycle program encourages customers to return empty packaging for rewards. We produce in small batches to reduce waste and maintain freshness. And we openly share our formulation philosophy so customers know exactly what they’re putting on their skin.

9. How do you source your ingredients and ensure they are ethically and sustainably obtained?

We work directly with small farmers, cooperatives, and responsible suppliers across the Levant and Mediterranean region. This allows us to ensure ethical harvesting practices, ingredient traceability, and fair compensation. Our botanicals — from rosemary to geranium to olive-derived actives — come from people who respect the land and practice responsible cultivation. Sustainability starts with who we choose to work with.

10. Your current Potion Kitchen favourite product?

At the moment, I’m very excited about what’s coming next. We are scheduling the launch of eighteen new SKUs in our lab, and they represent a beautiful evolution in our formulations and our vision.

11. What is your favourite go-to place in Beirut?

I love the sea corniche for its calm and the grounding energy it gives me. And the small coffee shops and hidden gems in Achrafieh always inspire me with their charm and warmth.

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