Lebanese Clean Beauty Brand Potion Kitchen Officially Launches with Conscious Beauty E-Retailer Powder Beauty in the GCC

The beirut-Born conscious beauty brand, Potion Kitchen, has expanded into the Middle East with an exclusive tie-up with beauty e-retailer Powder Beauty. Potion Kitchen will be joining Powder’s vetted assortment of conscious, purpose-driven and sustainable beauty brands spanning makeup, skincare, haircare, and personal care products.  

Founded by Rafa Hojeij, Potion Kitchen was inspired by Hojeij’s desire to conceive a clean brand that vows to democratize sustainable self-care products and breaks the stigma of mainstream beauty standards. And throughout, contributing to a cleaner and more sustainable future for the beauty and wellness industry. 

Harnessing the power of Mediterranean plants, Potion Kitchen’s cruelty-free products are made from all-natural ingredients and thoughtfully packaged in environmentally friendly, repurposed and fully recyclable packaging.  


Rafa Hojeij, CEO and founder of Potion Kitchen, said: “At Potion Kitchen we use the best locally sourced high-performance ingredients from freshly cut botanicals to bring accessible premium plant-based cosmetics to the masses. With environmentally conscious beauty the baseline of Powder’s endeavors, we couldn’t think of a better partner to help us reach our goal of expanding into the MENA. I am thrilled to announce our GCC market launch and excited to share my story of clean, organic-backed formulas with the savvy, beauty obsessed GCC consumer.” 

“There’s no platform here that can act as a springboard for international indie brands coming into the Gulf like Powder. Potion Kitchen is a values-driven brand built on the foundation of sustainability and all-natural ingredients, and there is a clear alignment with the increasingly conscious consumer and our offering of brands that are kinder to the planet, without compromising on efficacy. Potion Kitchen is a welcomed addition to our growing assortment of disruptive brands”, said Ayat Toufeeq, cofounder and CEO of Powder Beauty. 

With self-love and healthy living at its heart, Potion Kitchen empowers people to feel good in their skin through conscious self-care products. The products are thoughtfully made without synthetic fragrances, artificial colors, mineral oils, and harmful chemicals including Parabens, Petrolatum, Sulphates and Silicones.  

Potion Kitchen’s comprehensive selection of skincare, haircare, body care, and beauty tools will be available for purchase exclusively on Powder, the region’s first and most comprehensive destination for insanely good, purpose-driven, and sustainable beauty products. 


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