Why this Dubai-based skincare brand is promoting a single-step daily regime

This festive season is proving a welcome reprieve from the grimness of the last couple of years. After double vaccinations, many people are rushing to fill their social calendars. Along with social outings, the business of ‘looking good’ is also picking up in full steam.

Enter Amali Pure 28 Multi Corrective Face Oil, manufactured by skincare brand Amali by Sakina, which claims to be the only “wonder product” you need to achieve that beautiful festive glow without putting in tremendous effort or breaking the bank.

Dubai-based Sakina Mustansir, the founder of the brand, is a clinical dietician, who tapped into her family’s traditional knowledge to create this multifunctional oil.

“I worked to create Amali with the sole intention of packing in a multitude of benefits, the most one could possibly get, into one bottle. With this multi-use oil, I hope to provide trustworthy and minimalist skincare of the highest quality. Hydration, nutrition, daily repair, anti-aging, lightening of scars, and even skin tone - this oil will do it all!” Sakina tells YS Weekender.

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The story so far

Amali by Sakina was started just a year ago with an initial investment of between Rs 70 lakh and Rs 1 crore. The brand dedicated a large amount of time to carrying out extensive research to ensure that the final product is “as potent as it can possibly be”. 

“Amali is very close to my heart and so is its name. The name originated from the names of my two lovely children – Amatullah and Aliasgar. Few initials from their names were rephrased and Amali by Sakina was coined. We purposely kept our product’s packaging simple yet effective. It is designed for the convenience of daily use while simultaneously offering a luxurious vibe for an enhanced experience,” Sakina says.

The team is based in Dubai, and its signature product is formulated and developed in an Ayurvedic-certified facility in Gujarat. Sakina joined hands with two Ayurvedic doctors based in India, to create the product, and the formulation stays true to the principles of Ayurveda. 

A team of a dozen members, Amali by Sakina plans to expand as it makes its way to different geographical destinations.

Currently only retailing through their website amalibysakina.com, plans are in place to move to other digital platforms and global retail outlets soon. The founder explains, “As we grow, we hope to be able to generate more employment by offering people a chance to get on board with us for a prosperous journey ahead.”

According to data analyst firm Statista, the skincare market in India is all set for growth and is is expected to surge annually by 5.62 percent CAGR in the financial years of 2021-2026. Even more interestingly, the data notes that by 2021, 90 percent of sales in the skincare segment will be attributable to non-luxury goods. Therefore niche players like Amali by Sakina are placed well.

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What’s on offer

“At Amali, we believe that you do not need to offer a plethora of products to sustain yourself in the market. Our vision is to provide one trustworthy product that can multitask because if a single product is so effective, fewer products are needed to perform the same role in the long run, making this the more sustainable option,” explains Sakina when asked why she offers only one product in her lineup.

The Amali Pure 28 Corrective Face oil takes a minimum of four days to manufacture through three slow and natural Ayurvedic extractions of water, oil, and milk. These processes bring out each botanical’s maximum healing value.

The product is dermatologically tested, cruelty-free, based on principles of Ayurveda, and made with all-natural ingredients that are free from parabens, colorants, additives, mineral or palm oils, sulphates, phthalates, carcinogens, and other toxins. All ingredients are also sustainably sourced.

The 28 ingredients as listed on its website include Kashmiri saffron, milk, sesame oil, rosewood, sandalwood, Indian ginseng, lodh tree, red sandalwood, barberry, vetiver, manjistha, licorice, bay leaf, Himalayan cherry, cobra saffron, turmeric, honey, black mustard, red ochre, vanda orchid, muskrat root, sarsaparilla oil, costus, water lilies, sappan wood, flame of forest, droopy leaf, and banyan fig. It is priced at Rs 3,250 per bottle.

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The USP

When asked to highlight her USP, Sakina responds with, “It will be harsh to say that there is a dearth of good quality skincare on the market, especially in light of the sheer size of the global skincare market, but I do believe there aren’t enough products that fulfil the needs of a minimalist skincare routine. In the long run, the most sustainable skincare regime is one that is simple and effective. This is where Amali comes in.”

Sakina is emphatic in asserting that there isn’t any direct competitor to her brand, as hers is the only one selling a single product that addresses many needs.

She adds, “We are a brand that addresses the needs of a minimalist skincare regime. We aim to deliver a natural product and swear by its effectiveness.”

The Amali face oil addresses the needs of people with differing skin types as well as those across generations. Sakina hopes that an older clientele will use her product to feel confident in their skin without resorting to elaborate and invasive skincare procedures. As for younger people, she says the sooner they begin, the better and more long-lasting their results are likely to be.

As Amali by Sakina gears up to go global, the founder hopes that her product will bring the untold benefits of ancient Ayurveda to people across the board.