Meet The Founder
Meet the founder: Jordan Karim worked out as a research chemist and then a pharmaceutical skincare consultant for 9 years. "I loved skincare, and seeing patients get efficacious results. However, none of the skincare was vegan, halal, cruelty free, or aimed to truly target the skin concerns of those with melanin-rich skin.’ So Karim set out to create the first halal-certified skincare brand in the U.S.
What does it mean for a brand to be halal certified? Products cannot contain alcohol or animal byproducts. "Halal beauty is so important because there are billions of Muslims with great purchasing power in the U.S." says Karim. "As a black muslim woman, there are so many brands in the market with ingredients that I could not personally use. That prompted my question, what if I could create something that was inclusive of everyone, with ingredients that go past being cruelty-free or vegan?"
Karim’s first success came when her Vitamin C Resurfacing Toner sold out in just 48 hours after being restocked. Beyond product, values are the core of everything Karim does. "My business values are to be good to people and good to the planet. Being good to the people means representing my community, creating products that are inclusive, boosting community morale, and creating more opportunities. Being good to the planet means consciously creating formulas that are halal certified, cruelty-free and 100% vegan."