Secret Skin is a value-driven discovery platform that connects mindful consumers to Conscious beauty brands from around the world, built on a framework that focuses on social and environmental impact. All our brands are responsibly curated with products that are safe for people and the planet, without harmful chemicals. As a Beauty Tech start-up incorporated locally in Sharjah, our mission is to raise awareness about Clean beauty, mindful consumption and women’s health in the region.
Our value proposition to customers is a ‘Clean World of Beauty’; and we bring together conscious brands in a top-to-toe offering curated from around the world that are cruelty-free and gender-neutral, that also index high on performance and product integrity. We currently have marquee brands from England, USA, India, South Africa, Australia and UAE in keeping with our promise to support ‘glocal’ small businesses, across all skincare categories of Bath & Body, Face, Vegan Nail Colors and Beard Grooming. We launch our Kids portfolio and Clean Makeup categories soon!
Anisha Oberoi moved to Dubai in 2019 and founded Secret Skin in 2020, a tech enterprise for Sustainable Beauty based in UAE. As an advocate of mindful living and women’s empowerment, Secret Skin’s story is very much her own story.
“Back when I was fighting a year-long battle with Breast Cancer in 2010, I knew very little about clean skincare. There were hardly any natural, organic and toxin-free products available for consumers. Given the toxicity of the medication I was being administered to combat the disease, I experienced drastic changes to my appearance which I was unable to camouflage using conventional beauty products, causing severe self-esteem issues. It was in this desperation that I was inspired to do something entrepreneurial around beauty and wellness so that I could make a difference to the lives of women like myself.”
“Secret Skin was born with a unique triple-pronged framework committed to People, Planet and Purpose. I want to build Secret Skin differently than traditional beauty business models. Yes, we will have beautiful global brands for the UAE customer to discover, but more importantly our purpose is to promote women’s health in a more engaging, immersive manner. We will achieve this by spreading awareness and education about the harmful effects of chemicals in consumer products, by forging partnerships to create a unique ecosystem that empowers women to manage and take charge of their health, wellness and beauty - in a more holistic manner. We also want to create a community of Clean Crusaders; through our Eco-Rewards program and recycling app interface our mission is to curb single-use plastic consumption and thus reduce our carbon footprint on the planet.”
“We need to move from Vanity to Humanity; conscious consumption is indeed the need of the hour.”